Nikes Brand Development Efforts Essay - 2197 Words

Introduction One of the fundamental parts of successful brand creation process is developing the strong brand image and communicate brand ID across all available media channels. This essay will discuss and evaluate companies NIKE marketing strategies in terms of companies brand development efforts. The company’s success in the footwear, apparel and accessory markets will be linked with marketing branding concept. Furthermore, the discussion on NIKE marketing strategies and their efforts to preserve and increase the leading market position and marketing activities to increase brand equity will be discussed and critically evaluated. Nike today Companies Nike main business activity engage the design, development and worldwide marketing of†¦show more content†¦By being an athlete he recognised the need of improvement in the sport shoes market. He established and turned little company called Blue Ribbon Sports into Nike Corporation that is multibillion-dollar firm today. As it was said by David Falk who has partnered with Knight over the marketing and representation of athletes â€Å"In a very short period of time, Phil Knight created one of the greatest American commerce stories of the 20th century†. The Blue Ribbon Sports company made $3240 in its first year 1964. In 1996 Nikes revenue was $6.5 billion and $550 million in income. (Source http://alumni.stanford.edu/get/page/magazine/article/?article_id=43087) As it was noted by Keller, one of the initial roles of a brand is to attract attention and stand out from competitors (Keller et. al., 2008). The Nike brand success was created not only because company hired Micheal Jordan and other sports stars for their marketing campaigns but also for the company’s ability to position the brand by creating iconic status in minds of customers. The effect was created by linkage of that time American pop culture with sport and athleticism. They also utilised the society’s worship of heroes, single status symbols and rebellious figures. The strong images and power full advertising campaigns communicated brand values that were appealing and accepted by vast majority of the people. Within the branding concept of marketing, that gives aShow MoreRelatedNikes Athletic Footwear Products1659 Words   |  7 Pagesmix of independent distributors and licensees throughout the world. Independent contractors manufacture all of Nike’s products; including all of its footwear and apparel products, which are produced outside the United States. The company has around 48,000 employees worldwide in North America, Western Europe, Central Eastern Europe, Greater China, Japan and Emerging Markets. The Nike brand has eight main categories: Running, Basketball, Football (Soccer), Men s Training, Women s Training, ActionRead MoreNike World Cup Harvard Business Review Questions Essay1545 Words   |  7 Pagesresulted in Nike Football becoming over a $1 Billion division and a major force in the football market. The Nike football brand believed that the only way to seize any kind of opportunity for growth is to first have a product that speaks for itself. Therefore, Nike believed that footwear product innovation should have the most focus. Nike had four steps to product innovation, development, design, marketing and most importantly, testing. The company spent hundreds of millions of dollars to create the rightRead MoreMarketing Analysis : Nikes The Modern Girl Of Sport And Fitness 1604 Words   |  7 Pages Introduction Coined the â€Å"Modern Girl of Sport and Fitness,† one of Nike’s increasingly profitable and rapidly growing consumer markets is young adult females who wish to be comfortable and fashionable at both the gym and in their daily lives. This consumer base has also been characterized by the term â€Å"athleisure† – a combination of an athletic look with a comfortable and fashionable feel. This market continues to grow, with approximately â€Å"46 percent of women between the ages of 19 and 34† becomingRead MoreCase Study Analysis of Nike and Google1657 Words   |  7 PagesQuestion no 1: What are the pros. Cons and risk associated with Nike`s core marketing strategy? Answer: Nike’s Core Marketing Strategy: Nikes excellence marketing strategies are their energy to achieve their market goals. Nike believes the pyramid influence that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes spokesperson, professional teams and college athletic teams to advertise and promote their products toRead MoreNike s Aggressive Marketing And Pricing Approach1154 Words   |  5 PagesUnlike Adidas, Nike’s aggressive marketing and pricing approach constantly aids them in outperforming their competitors within the industry. The large portion of capital invested in celebrity athlete endorsements contracts with players such as Michael Jordan, Kobe Bryant and Lebron James has had a strong impact on product sales every quarter. These investments have resulted in stronger brand loyalty through active customer-relationship building and continuous improvements in their products. WithRead MoreCase Study on Nike (Marketing)1526 Wo rds   |  7 Pageswhich build better image to customers. Nike s excellence marketing strategies are their energy to achieve their market goals. Nike believes the pyramid influence that the preferences of a small percentage of top athletes influence the product and brand choice. So Nike contracted with many athletes spokesperson, professional teams and college athletic teams to advertise and promote their products to customers. Nike seriously pay attention on the technology producing, design and selling such as e-commerceRead MoreNike Positive And Negative Effects Of Globalization1367 Words   |  6 Pagesthemselves. In Nike’s case, from a small local company to a global sports shoe and apparel superpower and a globally-recognized brand. However, as Nike learned in the 1990’s, expansion into a globalized marketplace doesn’t come without its potential pitfalls. The company’s response to them initiated a public relations crisis that would impact the bran d negatively. In the following paragraphs, I will explore the series of these negative events, but also some positive outcomes of Nike’s globalized operationRead MoreBenefits Of Nike s Global Growth992 Words   |  4 Pagesmanufacturing factories in developing countries still have yet to meet Nike’s own standards. The company itself has admittedly acknowledged that low wages for some of its workers is still a concern; until this is fully resolved, we could see how this would continue to hurt the company’s image and a decline in loyalty, attachment, community and engagement which are crucial to a brand’s resonance. I also discovered that one of Nike’s biggest weaknesses is their relative dependence on the footwear marketRead MoreCompany Business Strategy : Service Marketing Mix Essay1436 Words   |  6 Pages â€Æ' Company Business Strategy Service Marketing Mix Product: Physical Store Nike’s product includes for both male and female; Running, Training, and Sportswear in store. Online Nike’s product category includes for both men and women; Run, Train, Live, Apparel, Footwear and Equipment. However, for this report, the focus will be on footwear as majority of the products in store is footwear. Place: Physical Store In Singapore, working with local distributor SUTL Group for its Nike Outlet in SingaporeRead More Commodity Chain Analysis of Nike Shoes Essay1621 Words   |  7 PagesCommodity chain analysis of a Nike Shoe Introduction Since its creation, Nike has proven itself as a popular brand and it has created niches by selling products such as footwear, apparels and various types of sports equipment. This paper will attempt to trace the product development of Nike shoes from its origins in conception and design to the manufacturing and production process located in contract factories in developing countries to advertising and marketing of Nike as a cultural commodity

Essay on Standardized Testing a Failure in Education

Standardized testing scores proficiencies in most generally accepted curricular areas. The margin of error is too great to call this method effective. â€Å"High test scores are generally related to things other than the actual quality of education students are receiving† (Kohn 7). â€Å"Only recently have test scores been published in the news-paper and used as the primary criteria for judging children, teachers, and schools.†(2) Standardized testing is a great travesty imposed upon the American Public School system. Politicians claim that Accountability is needed. Dylan Wiliam wrote that â€Å"The logic of accountability is deceptively simple†(110) He goes on to say that â€Å"students attending higher quality schools will (by definition) have higher†¦show more content†¦While differences of scores on these tests should represent the quality of the education at the schools, â€Å"whether such inferences are valid depend wholly on the extent to which the tests used adequately represent the construct of interest (what schools are designed to develop in their students) (110). These tests don’t necessarily represent what the school curriculum is designed to teach. Standardized testing is an inaccurate term because we lack a national standard. Diane Ravitch maintains that â€Å"In the absence of national standards, we have evolved a haphazard, accidental, dis-connected national curriculum based on mass-market text-books and standardized multiple-choice tests† (767). How can we even call these tests standardized as when there is no national standard? Teachers who as Kohn described it have a â€Å"dislike/hate relationship with testing† are â€Å"forced to care about the scores† of testing through coercion and â€Å"public shaming† (19,20). It seems as if â€Å"support for testing grows as you move away from the students† (19). â€Å"Those for whom classroom visits are occasional photo opportunities are most likely to be big fans of testing and to offer self-congratulatory sound bites about the need for accountability† (19). Education has become shaped by politicians rather than educators. This isShow MoreRelatedStandardized Testing Is Not As Harmless1394 Words   |  6 Pages but they often only make it worse as they add to the ever increasing stress load of the impending doom of standardized testing. Standardized Testing is not as harmless as it seems. It often affects students on a mental level, making them extremely nervous, then breaking them down on a mental level. It also hurts the teache rs in many ways, including temptation to cheat. Standardized testing is at a new high in America and is said to benefit students in many ways, including raising intelligence, howeverRead More Problems With Standardized Testing Essay1454 Words   |  6 PagesIn Standardized Testing and Its Victims, an article written for Education Week, Alfie Kohn states: Standardized testing has swelled and mutated, like a creature in one of those old horror movies, to the point that it now threatens to swallow our schools whole.... Our children are tested to an extent that is unprecedented in our history and unparalleled anywhere else in the world. While previous generations of American students have had to sit through tests, never have the tests been given so frequentlyRead MoreW. James Popham, Former President Of The American Education1354 Words   |  6 PagesW. James Popham, former president of the American Education Research Association, defines standardized testing as, â€Å"Any tests that are administered, scored, and interpreted in a standard predetermined manner.† (Background). Standardized tests, such as the SAT or ACT, have been included in the American education ever since the mid-1800s. These certain tests incorporate multiple choice questions which could be graded easily with haste by the usage of automated test scoring machine s. The tests alsoRead MoreEssay On Standardized Testing1137 Words   |  5 PagesStandardized testing in public schools has become a norm across the United States. But, in Texas it has been found that students spend more time taking standardized tests than any other state (â€Å"Too Much Testing†). Standardized testing may be an asset to measure education, or more measure testing skills across the nation, but at what cost does it come? What are its effects on moral within the public education system, and how does the state government of Texas interact within it. Why does the TexasRead MoreTesting Is A Form Of Testing Used By Our Educational System1002 Words   |  5 PagesStandardized testing is a form of testing used by our educational system to measure the success of a school’s students and faculty. A typical student takes 112 mandated standardized tests between PreKindergarten and twelfth grade. The use of these tests became mandatory in 2002 as part of the No Chi ld Left Behind Act. Although there are some individuals who support these tests, many parents, students, and teachers experience the negative effects year after year. Standardized tests impact studentsRead MoreTaking a Look at Standardized Testing1518 Words   |  6 PagesStandardized Testing Currently Standardized Testing is one of the many issues currently plaguing the education community. Testing is a very touchy and controversial topic in the politics of education, particularly in the United States. There are many varying opinions debating on the successes and failures in the process of testing today. The controversies over standardized testing in the United State, and specifically New Jersey, stem from the testing process and the creation of these tests. SomeRead MoreThe Negative Effects Of Standardized Testing1120 Words   |  5 Pagespercent of National Education Association teacher members surveyed considered leaving the profession of teaching due to the adverse effects of standardized testing.† Testing has evolved over time from basic reading, writing, and arithmetic to curriculum based on standardized testing such as the ACT, SAT, and TCAP. Many years ago, students did not have to take as many tests, and there were not as many opportunities for different types of classes. Schools have evolved as standardized test evolved, andRead MoreStandardized Testing Essay examples1573 Words   |  7 PagesStandardized Testing Every year thousands upon thousands of children, ages seven and upwards sit down to take their scheduled standardized tests. This generation has been classified as the most tested in history. Its progress through childhood and adolescence has been punctuated by targets, key stages, attainment levels, and qualifications (Stalin in School 8). Each year the government devises a new standard and then finds a way to test how each student measures up to this standard. TheyRead MoreEmphasis on Standardized Testing Essay1525 Words   |  7 Pagesthroughout ones educational career, students are required to take standardized tests to show their progress and if they meet certain requirements they could qualify them for higher educational opportunities. Some common standardized test include: Scholastic Aptitude Test (SAT), American College Testing (ACT), Medical College Admission Test (MCAT), Missouri Assessment Program (MAP), and Virginia Standards of Learning (SOL). Standardized tests are designed so that each person taking the test has theRead More Standardized Testing Essay example1558 Words   |  7 PagesStandardized Testing Every year thousands upon thousands of children, ages seven and upwards sit down to take their scheduled standardized tests. This generation has been classified as the most tested in history. Its progress through childhood and adolescence has been punctuated by targets, key stages, attainment levels, and qualifications (Stalin in School 8). Each year the government devises a new standard and then finds a way to test how each student measures up to this standard. They

My Trip to Bana Hills Essay Example For Students

My Trip to Bana Hills Essay Last summer, my boyfriend and I decided to go vacation after a hard working time. We had always spent our summer holiday for camping or hired a luxury resort to stay. This time, we had to make a different choice. We decided to choose Bana Hills for our vacation. We had a marvelous holiday. In all of the great things about trip, we were most impressed about the weather, Bana Hills mountain resort and cable car-a famous scenic and most interesting of Bana Hills. The weather is always full four seasons in one day: morning-spring, noon-summer, afternoon-fall, evening-winter. Climate here is cool all year. The annual average temperature is between 17 and 20 degrees. Especially, when the rain appeared, we were watching the rain falling around the flank but the peak was still dry. Furthermore, atmosphere is always airy, fresh make natural, trees thrive. Bana Hills have many primeval forests cover around is very beautiful. When we were here, we liked to be immersed among green mountains with different flowers had bright colors. In addition, clear weather made my boyfriend and me had moments of rest and relax after the stressful days of work. We had watched sunrise and sunset together in the clouds and smog. We went sightseeing and confided everything together in the clear air of sunset. At night, Bana Hills was still vibrant, people organized camping with many outdoor activities such as singing, dancing inside the camp fire. We had actually forgotten all stress in our day life. Bana Hills mountain resort is hidden in the fog on the Bana mountain between wild nature. Resort attracts visitors by the beautiful architecture of ancient France. Resort has a total of 48 rooms with different designs, carries a unique architectural style. The rooms of resort have windows overlooking beautiful scenery of national forest Bana. We had seen the majestic mountain from resort balcony. The rooms are fully equipped with modern amenities. Next, we enjoyed many European and Asian menu and rich diversity of forms. We had eaten the typical dishes of our homeland. Food was very delicious and full of nutrients to ensure healthy for the journey. On the other hand, resort also offers additional services. Resort provides health care services such as spa, hot water, sand bath or child health care and other medical services. Besides, I and my boyfriend went to the karaoke room, bar in the resort. The most famous Bana Hills is cable car. This cable has set two Guinness world record about string a rope slings world’s longest and altitude difference between the upper and gas station as the world’s largest. The budget slings biggest building in Vietnam. The cable car has become the pride of Bana Hills. Bana mountain view from the cable car was a perfect picture. For example, when we sat in the cable car suspended halfway between the cloud, looked down at the bottom of the vast mountain, we admired the mountain, waterfalls, very impressive, spectacular. We had new experiences like flying through the majestic primeval forests or surfing on the cloud. During the sitting of cable car, we had serviced the ethnic music. Music helped us relaxed and enjoyed the fresh air. Then, music also increased the romantic atmosphere between my boyfriend and me. This vacation was really great to us. We love Bana Hills so much and we hope to come back here. As a result, our love become more closely, and we can’t live without each other.