Nike
Brand promise is critical since it plays as the foundation of the content strategy, it has been noted that more than twenty years ago, companies were concerned on brand building as part of the marketing conversations. By then it was a new concept that drew the attention of the professionals in marketing. The conversations have since changed with modernization and socialization. Twenty first century is full of social media engagement and on search optimization (Goldman & Papson, 2008). Brand building is taking new shapes as the world is facing diverse changes. Nike has recognized the importance of brand promise in building a competitive edge in the target market. A brand promise is simple statement of relevance, endurance and distinctive benefits. It is a compelling statement wrapping around what a business do, how it is done and the target market (Katz, 2005). This paper reflects at the brand promise in Nike.
Brand promise defines the ideal brand that connects to the target customers, in a way that it defines the care the brand offers to the target market. The brand promise of Nike identifies with: ‘To bring inspiration and innovation to every athlete in the world’ (Goldman & Papson, 2008). Nike has aggressively campaigned for its brand promise in making sure that it’s relevant to the target market. Nike has promised to the athletes of the world on innovation and inspiration where the target customers are expected to see it, feel it and in getting involved in the designing of the content elements.
Nike has managed to build a brand loyalty in the world. It took time, money and commitment in convincing the target market on the ability of a brand in meeting the needs and the wants of the customers (Katz, 2005). Knowing the brand promise on the part of Nike has enabled the organization directly connect with the target customers. Nike is a global brand that has enhanced a strong brand equity; research and design has encouraged consistent innovation over the decades. Nike connects best athletes and sports with the brand, a model that has been influential in building sustainable global markets (Katz, 2005).
The competitors of Nike with a similar brand promise are the Adidas, Reebok and Converse. It has been noted that Reebok is a subsidiary to Adidas specializing in clothing, athletic shoes and accessories. Converse brand specializes in lifestyle fashion, shoes and athletic apparel. Nike is the global leader in the athletic industry, Nike set substantial amounts of resources in researching its products and services, in making sure that its products meets the changing needs of the target market. Nike has experienced diverse brand exposure from its campaigns, mainly in the media and social networking sites. Some of the influential digital campaigns identify with Livestrong campaign, Fuel your tour campaign, the Chance campaign, Time Squire Billboard campaign, The Chosen campaign, The Nike Grid campaign, Find Greatness campaign, Free Running campaign, Catch the Flash campaign and Ronaildinho campaign among others (Goldman & Papson, 2008).
In conclusion, brand promise is complex and the life blood or any organization. It creates a mental picture on how the brand will meet the needs of the customers. The expectations are based on diverse assumptions that could lead to disappointment if the brand fails to meet the exact needs of the target customers. In a number of times, the assumptions result from recommendations, in which the brand communicates the importance of the products and the service. Nike has succeeded in building the position of the company in the market through brand promise (Goldman & Papson, 2008).
References
Goldman, R. & Papson, S. (2008). Nike Culture: The Sign of the Swoosh. Thousand Oaks, California: SAGE Publications Ltd.
Katz, D. (2005). Just Do It: The Nike Spirit in the Corporate World. Holbrook, Massachusetts: Adams Media Corporation.
