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    Examination of Strong Brand Equity & Loyalty at Nike

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    Brand building is a crucial exercise that often takes years to accomplish. The benefit of brand equity is realized in the bottom line.

    PART 1: Primary Research and Text Application

    Find a consumer who is extremely loyal to a brand-name product. The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands.

    Analyze the interview using the brand equity and brand positioning concepts from your text.

    PART 2: Secondary Research in the Databases

    Next, research the brand using its Web site and articles from the library's full-text databases to address how the brand does the following:

    - Identifies market segments and targets
    - Developed its brand equity over time
    - Positions itself in the market .

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    Solution Preview

    I included a summary of the brand relationship discussion that I had. So you should have all the information you need to write the assignment.

    I applied my knowledge on brand equity and brand positioning, but you should refer to you particular texts and apply any particular concepts mentioned in the text that your professor may want referenced.

    In addition, you should find references from your library text database on the Nike brand. It is a well-studied brand, so you should have no problems. I provided a few resources, but these are web-based.

    PART 1: Primary Research and Text Application
    Brand- Nike/ Product Air Force 1s

    Probe him or her for information as to why that brand loyalty exists.

    Person (he) has worn Nike Air Force 1s since the 1990's (in his teenage years). He wears only all white, original design, owns multiple pair at any one time, and until recently, it was the only athletic shoe he has worn. In addition to Nike Air Force 1s, he has two pair of Converse (low-top Chuck Taylors) and one pair of grey Nike high tops (not Air Force 1). Wears these shoes on a regular basis. Multiple times a week and believes the classic look can go with almost anything. He believes these shoes will never go out of style. Through his personal experience, he believes that these shoes are of good and reliable (typically Nike) quality. Many of his close friends also wear, and prefer, this particular shoe. His affinity with this shoe arose when he was in high school and the shoe was popular with hip hop artists and the affinity never diminished.

    He believes that Nike Air Force 1s are a clean, cool and classic looking shoe. He thinks that the show is stylish, without going overboard. As a Nike product it is quality, modern and cool. He likes the look of the shoe and thinks it fits his personality...always in style, cool and confident.

    Luckily these shoes are usually ...

    Solution Summary

    This solution examines the Nike brand the strong equity associated with this brand via a loyal customer interview. In addition to provided first-hand customer input into product and brand selection and loyalty, this solution examines key brand equity concepts (financial, customer-based, product extensions), brand positioning and market segments.