The brand analysis of Nike based on its emotional branding and marketing strategies

Abstract

Nowadays, Nike has become one of the most socially-conscious brands around the world because of its effective branding and marketing strategies. Therefore, it is worthwhile to understand the brand development of Nike and explore how Nike's branding and marketing strategies put it into a favorable position in the competitive market. This paper was committed to a brand analysis of Nike taking its main product—shoes as the example. The brand value proposition of Nike is to provide accessible, fashionable, innovative, and high-performance shoes for its customers in every sport. Customer-focused emotional branding and marketing have made Nike establish a strong emotional resonance for its audience and thereby developed a prominent brand cognitive. Additionally, although traditional marketing channels have still played an important role in brand publicity, digital marketing has functioned as a booster to help Nike develop new markets and enhance customer loyalty to the brand. Nevertheless, in order to obtain greater success in the high-performance athletic-product market, Nike needs to overcome huge internal and external challenges, such as inadequate product competitiveness, the impact of Covid-19 pandemic, and global economic uncertainty. In this paper, some practical suggestions were provided for the management to improve product competitiveness and strengthen the two-way interaction between the brand and its customers.