Introduction
A company’s brand is the most critical aspect of its marketing campaign. Through the brand, the company can communicate different e aspects of its culture, organization, accustomed benefits, and even its role in society. A company’s brand was developed from customer consistency, quality, and reliability. The scope of this paper is the Nike brand, identifying its brand ladder, Pyramid, USP, UVP, and brand positioning statement. The paper will also compare the USP of Nike and its main competitor, Adidas. This will enhance the assessment of Nike’s brand as presented in the chosen ad to identify areas of weakness and provide suggestions for improvement.
Overview of the Nikes brand
Nike is a multinational company that offers an extensive portfolio of goods, especially wearables, accessories, and clothing. It provides clothing for different occasions, seasons, and reasons. It sponsors many sports events such as football, basketball, athletics, and tennis. Among its products include Nike shoes, Nike tracksuits, and Nike Watches. The company has featured various sports figures such as Ronaldo, Michael Jordan, and Mbappe in its product promotions. Also, it has employed over 70,000 employees worldwide, listing it among the biggest employers (Nike.Com). Nike built its brand over time due to its reliability and quality in providing its services to its clients. The company aims to enhance innovation and inspire professional and upcoming athletes worldwide.
Brand ladder for the company
- Consumer Targets
Nike aims at reaching their customers’ needs, rather than their own, as they display in their marketing. Its target customers are costly athletes, narrowing it down to household needs. The company identifies that its clients need durable, flexible clothing during exercise and significant events. Therefore, it develops products that satisfy its clients. The company tries to identify its competitor’s strengths and incorporates them in making its products to offer the best value at the market price. For example, Nike’s shoes, such as the Jordan shoe brand, are globally known to be of high quality, and hence consumers of the product prefer to wear the shoe even outside the field.
- Product Features
The company has identified that its product is its fundamental element of existence, and therefore, they try to improve on it regularly to ensure that they meet its customers’ needs. For example, Nike identified that their consumers needed to trace their progress in athletes. Other companies, such as Apple and Samsung, had already developed watches that could track the vitals of athletes. Nike identified this growing opportunity and therefore developed the Nike watch. The company also offers other standard watches for superb looks for their customers.
- Benefits To Consumers
Nike has built its brand upon its mission and USV. It identifies the importance of its brand to its clients. Customers recognize that by using Nike products, they gain certain benefits over other products. These benefits include high-quality customer products, flexibility during workouts for Nike’s clothing, affordable products, and improved resilience and athletic capabilities by tracking vitals from the ground up.
- Emotional Benefits To Clients
Nike’s brand logo and UVP serves to enhance the company’s pathos. The logo is a tick, and the UVP motivates the client to push it harder even when it proves difficult; “Just Do It.” Therefore, clients are intrigued emotionally to try out the company’s products to the effect that they will feel a part of the larger community aiming towards a bigger greater goal.
Nike’s Pyramid
- Distinguishable Features. Nike’s products are distinguishable from that of its competitors in various ways. These include quality, appearance, and make. Nike uses high-quality materials and the best technology to satisfy their client’s needs.
- Functional Benefits. The products from the company are durable and appealing. Therefore, Nike’s clients feel comfortable while wearing the products. They also derive maximum satisfaction from the products. The wide range of their products provides the customers with a variety, depending on their needs and the occasion.
- Emotional Needs. The company’s products appeal to the emotions of their clients in that they empower them to be however they want to be, as they will be with them every step of the way. The consumers, therefore, feel confident while wearing the company’s products.
- Persona Characteristics Of The Brand. The company features major sports celebrities and their history, their downfalls until they reached tier climax of success, and also their struggles. For example, the company features Ronaldo and Michael Jordan video ads, personalizing their brand and bringing their clients closer to forming a large community (Nike).
- Brand Idea. The idea of the Nike brand was inspired by making athletes fulfill their full potential. This inspiration is driven through to other fields so that clients globally feel the urgency of having Nike’s product.
Nike’s USP:
Nike’s USP is that its products (especially its shoes) are made for athletes in every sport globally. This USP is featured in their ads, such as the ad used in this paper.
Nikes UVP:
Nike has a tagline that says” Just Do It,” which inspires their clients to achieve their best as the company innovates its products to provide the best to enable the client to meet these objectives.
Brand Positioning Statement for Nike:
Nike targets sports people to empower them through delivering high-quality products for better performance during sports events and even at a consumer level in households. They inspire them through their products, logo, a big tick- an indicator of achievement, and Nike’s tagline, “Just Do It.”
Nike’s competition with Adidas
Nike competes favorably with Adidas, but they both offer high-quality products. The USV for Adidas is “impossible is nothing.” This USV almost compares to that of Nike since their target message is to motivate their clients to push harder no matter the obstacles they may face to achieve their goals. The UVP of Adidas is tailored towards technology and innovative product designs. The clients are therefore appealed to buy their products from Adidas. Adidas, however, focuses its UVP on the clients to inspire them to focus on their best rather than overcoming the obstacles they face.
Assessment of the Ad
The ad features many football legends, such as Ronaldo, Ronaldinho, and Mbappe, in a simulation where they compete for the best. They all wear T-shirts, shorts, and shoes with the Nike logo. There are also simulations of the machinery in eh ad, which produces other superpower players. The ad features different emotions from the scientist responsible for the simulation. The simulator fails and has new players from Nike, and they shoot a fireball that destroys the goal net. The ad aims to show how anyone can emerge as a winner with the proper support, especially from Nike. The new players feature commoners who rise as legends and defeat a team of the best players in the world. High-quality designs are displayed in the ad to show Nike’s robust investment in the innovation of quality products (EXCLUSIVE: New Nike Football Ad For The 2022 FIFA World Cup). The ad, however, had a more fictional theme, only highlighting the company minimally. The d also displayed destruction; some ad viewers may view it from a different perspective, where the company would be regarded as ineffective, especially when the simulator fails.
Recommendations For Improvement Of The Ad
The ad featured USV and UVP at a wider angle, but there was a minimal display of the company’s brand; therefore, the viewer may have been more focused on their heroes than the company y. they could have improved the ad by, for example, having the heads of the new legends being a ball with a Nike on it rather than dark figures. The ad could also be improved by reviving new players through other means other than the failure of the simulator.
References
EXCLUSIVE: New Nike Football Ad For The 2022 FIFA World Cup | Ft. Mbappe, Ronaldinho & Ronaldo |HD| Retrieved from https://youtu.be/nWW_wwjeSXs
Nike. Just Do It. Nike.Com https://www.nike.com/
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