Brand Audit of NIKE as a part of a study of the subject 'Global Strategic Brand Management.

1. BRAND AUDIT
PRESENTED BY - TADx
Consultancy
MEMBERS-
Tanya Gupta (A1802019012)
Aanchal Goyal (A1802019085)
Divya Rajotia (A1802019044)

2. NIKE’S TIMELINE
• 1964 - Phil Knight and Bill Bowerman found Blue Ribbon Sports.
• 1971 - Cutting ties with Onitsuka Tiger (now Asics), Blue Ribbon
Sports becomes Nike Inc., using swoosh logo created by Portland
State University student Carolyn Davis for $35
• 1971 - Bowerman comes up with iconic sole pattern for Waffle
Trainers after putting rubber into a waffle iron
• 1972 - Romanian tennis player Ilie Nastase becomes the first
athlete to sign an endorsement with Nike.
• 1979 - Nike introduces patented "Air" technology with new
Tailwind shoe.
• 1980- Nike completes IPO with a price of 18 cents a share.
• 1984 - Nike signs Michael Jordan, launching Air Jordan series.
• 1987 - Nike drops ad for new Air Max shoes set to The Beatles'
"Revolution," making it the first ad to use the band's music.
• 1988 - First "Just Do It" campaign launches with ad featuring 80-
year-old running icon Walter Stack running across the Golden
Gate Bridge.
• 1989 - "Bo Knows" ad campaign drops featuring baseball and
football star Bo Jackson.
• 1990 - First Niketown store opens in Portland, Oregon.

3. NIKE’S TIMELINE
• 1991 - Activist Jeff Ballinger publishes report exposing
low wages and poor working conditions among
Indonesian Nike factories. Nike responds by instating its
first factory codes of conduct.
• 1996 - Nike signs Tiger Woods.
• 1998 - In the face of widespread protest, Nike raises the
minimum age of its workers, increases monitoring, and
adopts U.S. OSHA clean-air standards in overseas
factories.
• 1999 - Nike co-founder Bill Bowerman dies at 88.
• 2002 - Nike acquires surf-apparel company Hurley.
• 2003 - Nike signs Lebron James and Kobe Bryant.
• 2004 - Nike acquires Converse for $309 million.
• 2004 - Phil Knight steps down as CEO and president of
Nike, but retains chairman role as William D. Perez
becomes the company's new CEO.
• 2008 - Nike signs Derek Jeter.
• 2012 - Nike becomes official supplier for NFL apparel.
• 2015 - Nike becomes official supplier for NBA apparel.
• 2018 - Nike unveils ad campaign featuring athlete and
political activist Colin Kaepernick, garnering a mix of
public approval and backlash.

4. Phil Knight and Bill Bowerman
Waffle Trainers
Romanian tennis player Nastase
The Beatles' "Revolution

5. First Niketown store opens in
Portland, Oregon.
Tiger Woods
Nike co-founder Bill
Bowerman dies at 88.
Lebron James and Kobe Bryant.

6. Derek Jeter

7. NIKE’S LOGO EVOLUTION

8. NIKE’S COLOUR CODE

9. Nike Football Colors With Hex & RGB Codes
1. Name: Quartz
Hex: #504847
RGB: (80, 72, 71)
CMYK: 0, 0.1, 0.112, 0.686
2. Name: Green (Crayola)
Hex: #27A770
RGB: (39, 167, 112)
CMYK: 0.766, 0, 0.329, 0.345

10. NIKE’S COMPETITORS
DIRECT
COMPETITORS
Adidas
Reebok
Puma
INDIRECT
COMPETITORS
Gucci
D&G
Calvin
Klein

11. DIRECT COMPETITOR’S COLOR CODE
ADIDAS
REEBOK
PUMA

12. INDIRECT COMPETITOR’SCOLOR CODE
GUCCI D&G CALVIN KLEIN
In a RGB color space, hex
#002fa7 (also known as
International Klein Blue) is
composed of 0% red, 18.4%
green and 65.5% blue.
Whereas in a CMYK color
space, it is composed of 100%
cyan, 71.9% magenta, 0%
yellow and 34.5% black. It has
a hue angle of 223.1 degrees,
a saturation of 100% and a
lightness of 32.7%. #002fa7
color hex could be obtained by
blending #005eff with #00004f.
Closest websafe color
is: #003399.

13. RESEARCHMETHODOLOGY
The research done is basically a secondary research. The content and
information provided by Dr. kokil jain was referred as a helping guide to
prepare the data.
Relevant information were taken from various websites such as
Pantone.com to look for color codes of the Nike and its direct and
indirect competitors. The secondary research data available on various
websites was also used to gather the information and knowledge about
the brand.
The research was carried out to collect, organise, evaluate the data and
to suggest solutions for the Brand.

14. CUSTOMERBASED BRANDEQUITY
RESONANCE
JUDGEMENTS FEELINGS
PERFORMANCE IMAGERY
SALIENCE
Customization Service
Customer inspiration:
Just do it
High status, cool style
High quality and good design sport shoes
High quality, good
design and innovation
High technical
performance

15. 1. Salience : Customers consider Nike of a brand with high quality and good design sport
shoes.
2. Performance : Nike products owns high technical performance.
3. Imagery : People consider that Nike represents the high status, cool style, the winner in the
competitive sport activities.
4. Judgments : Consumers give high credibility to Nike due to its high quality, good design and
innovation.
5. Feelings : Nike focuses on inspiration of their consumers, making them believe that all they
need is "just do it".
6. Resonance : Nike proposes the customization services to its customers by offering from the
customized shoes to the personal video filming of participants during the run.

16. • Comfort
• Trustworthy.
• Attitude.
• Modern and fitness.
• Technological
• sports oriented.
• Competitive , youth and energetic.
• Brand conscious. • Athletic image.
• Loyal towards the brand.
• Cool and trendy.
• Sporty
• Unique
• Trendy
• Athletic.
Self-Image
Reflection
5 6
Physique Personality
1 2
Relationship Culture
3 4
Constructed Sender
Constructed Receiver
Externalization
Internalization
• Product oriented.
• Good quality and comfortable.
• Wide range of choices.
• “Just do it” logo oriented.
NIKE’S BRAND IDENTITY PRISM

17. NIKE’S BRANDPERSONALITY
JUNGIAN ARCHETYPE FOR NIKE:
• Warrior- ego
Includes traits like- Confident, powerful, heroic.
• Jester- spirit
Includes traits like- witty, resilient, daring.
• Troubadour- joy
Includes traits like- Joyous, free-spirited, agile.
• Queen-being
Includes traits like- Relaxed, comforting, sociable.

18. TYPESOF MODELS
Brand
Personality
Relationship Basis
Model
Self Expression Model
Functional Benefit
Representation Model

19. MODELS SUITABLE FOR NIKE
As observed, the three models i.e., Self expression model, Relationship basis model and Functional
benefit Representation model, all of them are suitable for Nike.
1. SELF EXPRESSION MODEL AND HOW IS IT RELATED TO NIKE:
• It came into existence in 1960s
• Studies were conducted for understanding motivation behind why people buy specific
offering/product.
• People have multiple personalities and their preferences change and this reflects depending on the
situation (personal/professional/social gathering etc.), but everyone has a dominant trait.
• Since, Nike is a sporty brand, the customers want to express their ideal self.
• For example, customers (be it an athlete or any individual) wearing Nike shoes express the
aspiration of a person to be healthy, determined, sporty, fit.
• Individuals consider the brand as part of themselves.

20. 2. RELATIONSHIP BASIS MODEL AND HOW IS RELATED TO NIKE:
• This model states about how a customer wants to establish a relation to a particular brand type.
• Some people may not aspire to have a certain personality trait but would like to have a
relationship with the brand.
• Taking Nike into consideration, customers usually develop a relationship with the brand and find
it comfortable, trustworthy, shows positive attitude, enjoyable, spirited, young. They love the
brand, and use it repetitively.
3. FUNCTIONAL BENEFIT REPRESENTATION MODEL AND HOW IS IT RELATED TO NIKE:
• When a visual symbol or image exists that can create and cue the brand personality, the ability
of the personality to reinforce brand at tributes will be greater.
• Nike tells about “sportsmanship and unrelenting effort”.
• It provides customers with- authentic, functionally innovative and uniquely designed products.
• Nike’s personality of sportsmanship , living freely, just do it attitude suggests that product is
strong and is associated well in the mind of the customers.

21. BRANDARCHITECTURE
NIKE SB JORDAN NIKE FREE
NIKE

22. NIKE ID
NIKEiD is a service provided by Nike allowing customers to
personalise and design their own Nike merchandise.
They offer online services as well as physical NIKEiD studios in
different countries around the world including: United Kingdom,
France, Spain, Germany, China and USA.
It provides customers the ability to choose from a limited range of
different material and colours to develop their own style of tennis
shoe.
It gave a total of 31 different customisable parts including the
base, overlay, accent, lining, stitching, outsole, laces, etc. In total
this shoe gave a choice of 82 different materials and option types.
It has since expanded from a small web-based service to a large
array of stores and new software applications to give consumers a
greater range of personalisation and uniqueness in a variety of
Nike shoes and clothing.

23. NIKE ASA BRAND HOUSE
1. Creating a Compelling Tagline.
2. Empower your target audience,
especially the WOMEN
3. Leverage the Power of Social Media
4. Use #Hashtags & Themes to Build
Community
5. Rock the Digital World.

24. NIKE BRAND VALUATION
• Global brand value of Nike from 2016 to 2020
• Published by Statista Research Department, Feb 17, 2020
• In 2020, the Nike brand was valued at approximately 34.8 billion U.S. dollars, which was an increase of over
two billion U.S. dollars from 2019.
Nike's popularity
• Nike's footwear segment was the source of the most revenue for the company in 2019, netting over 24 billion
U.S. dollars that year. Among U.S. consumers, Nike was the most popular sports shoe, ahead of its main
competitors Adidas. In recent years, Nike's popularity has expanded beyond the United States, with non-U.S.
markets bringing in an increasing share of the company’s revenue.
Nike’s advertising
• In order to remain such a recognizable brand, Nike spends an increasing amount of money on advertising and
promotion. The company had costs of 3.75 billion U.S. dollars in 2019. The company prides itself on
its memorable ads and is viewed as a diverse advertiser by U.S. audiences. In 2019, Nike was the most
followed athletic apparel brand on YouTube, recording over 951,000 followers.

25. Brand valueof the sports company Nike worldwidefrom
2016 to2020

26. CONCLUSION
Nike, Inc. is a company rooted in competition. From equipping athletes with the
finest sports equipment in the world to continuously improving our own financial
performance, Nike dominates its competitors. Phil Knight and Bill Bowerman
probably could not have imagined in 1962 to what degree their $500 investments
would yield in 2000. They did know that product quality and innovation would
help athletes to achieve greater goals. Nike still operates on this philosophy
today. It is one that has helped athletes and stakeholders alike to realize athletic
and financial greatness. Despite a changing marketplace for athletic footwear,
we will continue to expand our product lines and marketing reach to become a
more powerful global brand.

27. BRANDMANAGEMENTRECOMMENDATIONS
• Nike needs to focus on reaching an older demographic by introducing
more mature styles and color ways. They also should reintroduce
classic Nike styles that the older demographic may have grown up on.
• Nike has a plus size line but they haven't created much market
awareness around the line. The plus size market is growing and Nike
would be able to capitalize off of the market shift.