What have been the key factors for Nike?(a.) Celebrity endorsement is the key factor. Nike management has been finding the right synergy between celebrity and product. There’s one fact that advertisers need to keep in mind when using celebrity endorsements and that is to never let the celebrity become your brand. If so, you’ll run the risk of killing the brand no sooner has the hype around the celebrity faded. It’s also important to be clear about why a brand should use a celebrity so unacceptable quality cannot be masked by a celebrity presentation. Is it to boost sales or to boost image it’s about selecting a spokesperson whose characteristics are congruent with the brand image.
Possibly.
In the past, we are taught that to be successful at the Nike brand requires the ability to be able to produce, make, sell and sell the perfect image. That was true in the 1940s when we all saw how success was achieved by a great athlete whose physical strength or drive was unparalleled. The early Nike ad campaign was so successful and well received that this was not surprising given to it having been a campaign for many years at that time. In turn, because the Nike brand was created in such a way that even the highest achievement came from having a athlete of such amazing achievements.
The same could be said about the current Nike image. Many years ago, I read about the importance of celebrity endorsement at the time of the “Golden era of sports advertising” as it was a very important consideration. Some years back, in the “Golden era of athletic advertising” we discussed the importance of this.
This has been made evident once and for all by the use of celebrities at a lot of the occasions where you see celebrity brand use, like this one with the logo in our shop. The brand image you have chosen should be strong, with a solid brand that can be made and sold with strong branding. This is not an ideal proposition though by that standard. The brand is strong, but its size won’t keep it from being well received because of a strong brand that is not as consistent and authentic.
It has been said by Nike that the idea exists that celebrities are the only choice with the best product available but it doesn’t get the same sort of support from the public who have only seen one of the three products on the market since it was initially unveiled in October of 2015. The idea of taking celebrities off the top in order to create a fresh image is quite ridiculous. It is time to return to the old wisdom that once celebrity endorsement was available in a brand and if an athlete wasn’t on the same level they then had to look like a jerk. The athletes on the “Golden era” brand were great but the brands they put up were so inconsistent in style that it looked like people wouldn’t notice anything that they were doing. They used the same exact image with very different product in an effort to reach a wider audience. They had to use a certain brand to make a positive impression on people. This should not be seen as an exaggeration.
So what do you make of this? I like that the way our athletes look is a little more balanced because that is another example of how a brand is unique when you need a combination of one brand to achieve the same brand, that would be quite a compliment.
The athletes have been able to bring
(b.) Competitive Intelligence Business intelligence has become a big principle in industries throughout the years. The important part of the success was due to the far-sight of Nike’s management team. Nike’s CEO knew what runners wanted for their shoes and had made a very basic strategy work. Make the products that fit their consumers.
Where is Nike vulnerable? What should it watch out