NAME LENA TIWONGE NDOVI PHIRI

STUDENT NUMBER 2021005582

BRAND PERSONALITY OF NIKE

Introduction
Brand personality is a collection of human traits unique to a certain brand that may be
communicated through voice tone and image. It aids in connecting with target audiences and
making it simple to win over devoted customers, among other things.
Nike Company
Bill Borman and Phil Knight founded Nike in 1964 as "Blue Ribbon Sports," and the company
formally changed its name to "Nike" in 1971. The sportswear company sells clothes and shoes
for men, women, and children, as well as its iconic hallmark goods like the Air Max series, the
Huarache, the Air Force 1, etc., with annual revenues of over $37 billion in 2020.
Brand Personality
Nike constantly develops goods sustainably via ground-breaking innovations and diverse
workforce creativity with the goal of maximizing human potential. become the biggest sportsar
producer in the world as a result. These traits define its brand personality.
Progressive; Nike is seen as being progressive. It aims to startle the user and appeal to their
sense of beauty and imagination.
Precise; Nike may be described as being exact. It exudes deliberation, precision, and care.
Overall, it gives the sense of being straightforward and consistent.
Lively; Nike may be described as vibrant. It appears to find a balance between vibrancy and
modesty in terms of look, and it lends itself nicely to usage both alone and in groups.
Tolerant; Nike might be described as understanding. Its exterior strikes a mix between
confidence and tenderness. It aims to both enforce its design on the user while also meeting their
demands.
Sensitive; Nike can be described as sensitive. Its look strikes a balance between independence
and self-awareness. In reality, it must be able to satisfy both requested and unrequested demands.
Despite the terrible crises, Nike, which developed its brand identity through the swoosh, remains
one of the most valuable brands in the world. Nike was founded with the mission of advancing
humankind through community development, environmental protection, and increased access to
sport. Nike believes in doing everything possible to help people reach their full potential. To that
end, they develop ground-breaking athletic innovations, increase the sustainability of their
products, and have a positive social effect.
The logo, tagline, print advertisements, and retail locations are among the visual components that
Nike utilises in its branding approach. The market business is very competitive, but Nike has an
advantage over its rivals thanks to a number of factors, including its distinctive design, excellent
product quality, product and process innovation, and marketing.
Social Media of Nike
With 320 social media pages covering a variety of goods and places, Nike is one of the most
popular companies online. Using Nike accounts on all of the main social networking sites, such
as Facebook, Twitter, YouTube, Pinterest, and LinkedIn By developing distinct pages for each of
its items that cater to various target markets, the firm increased its online presence.
Distribution strategy
It's crucial to get people talking about brands. Nike delivers memorable experiences that people
speak about and spread among one another. Subsidiaries of Nike include Converse, Jordan, and
Hurley. Different brands aid in their expansion. Another crucial element of Nike's digital
marketing plan is its distribution strategy. Nike distributes its goods globally through a variety of
channels, including stores, online marketplaces, resellers, and supermarkets.
. Targeting strategy and mission
Nike employs various and unique targeting tactics and campaigns to stay on top since it is a
brand that extends beyond footwear and is present in sports equipment, clothing, and many other
areas. Modern tools like Hyper Adapt are always used by the company. Their motto, "Just Do
It," is well known and states that their goal is to "provide inspiration and innovation to every
athlete on the globe." For client retention and to provide bundle items to them, they have a robust
product portfolio in a number of connected business categories.
Financial statistics
Nike's internet marketing approach has succeeded. The most valuable apparel brand globally as
of 2018 is Nike, with a 28-billion-dollar brand value. With 2.8 percent of the market, they had
the biggest share that year. The business has a solid financial track record. Nike made more than
$30 billion in sales over the course of the previous four years. As previously noted, Nike's digital
marketing approach is being hindered by advertisements that are extremely creative and emotive.
Nike Air Jordan and Facebook Messenger Bot Collaboration
The first pick of Nike ads focuses on the collaboration between Nike Air Jordan and the
Facebook Messenger bot. On this ad, Nike and conversational AI platform Snaps worked
together. Users of the initiative receive weekly updates of news from Jordan News, Jordan.com,
and the Air Jordan blog. Three divisions exist: Purchase, watch, and Air Jordan Nike’s initial
product advertising efforts included professional athletes, which generated positive word-of-
mouth and positive publicity. Due to fierce competition from Adidas and Reebok and to broaden
its target demographic, Nike switched its focus from teens to older customers. Despite the
recession, consumers are willing to pay more for Nike because of its superior quality, style, and
dependability. Nike leads its competitors in terms of revenue because of its motto, "Just Do It,"
and top-notch products. (Deng, 2009) It now also incorporates e-commerce and digital sports as
of the most recent year. The sports clothing business is now quite competitive, and Nike's top
rivals include But Nike has a competitive advantage over its rivals because of a number of
things. It has a significant competitive advantage because of its innovative designs, excellent
product quality, product and process innovation, and marketing.
Strength
The biggest strength of Nike is that it is an extremely competitive organization, with its “Just Do
It” slogan for its brand epitomizing its attitude towards business. This has helped the company
focus on higher value-adding activities like design and research and development, and at the
same time, it has saved on the high labor costs that are part of the traditional manufacturing
sector. Low product costs