Brand Equity and Personality of Nike

Nike is a giant brand and its marketing team has developed different strategies to have unique branding tactics. It is clear that Nike has great branding directions and here their brand equity and personality are very important for both their customers and the company. How did Nike manage to become such a huge brand? Let’s see examples.

The brand equity of Nike!

Brand equity is a term in marketing that describes best the value of the brand. 

Here are the 5 levels of brand equity.

Awareness – The brand is introduced to its main target audiences – by using advertising tactics. The goal of the following action is to be noticed.

Recognition – So here customers become more and more familiar with the brand and recognize it in different places and stores, and the packaging becomes very familiar. 

Trial – Here is the time when people recognize the brand and know exactly what it stands for and eventually they try it. The trial process is very important for goods.

Preference – As soon as the consumer has a good experience with the brand, it becomes their first choice. They would prefer it above others.

Loyalty – After a series of good brand experiences, users begin to recommend it to others. The customers begin having a high opinion about the brand and would stand for it anytime and anywhere.

So here are the key components of brand equity that we should cover in this blog post.

1. The awareness of the brand

Nike has done so much with this. They have recruited top sportsmen to promote their products. We see them in various great videos, just wearing Nike shoes, laughing and speaking loud. 

Here we should think about target audiences that the company presents their adds. Of course, they are directed to the fans of these great stars. Let’s look at one of the commercial examples.

The following football player is a complete Superstar. His name is Didier Drogba and he was an idol for millions of African fans. He also played for the club Chelsea. 

SO we see that millions of fans get aware of Nike. A sports brand that great superstars wear. So if they have boots of Nike then they could be similar to those supermen. Or they could follow their roads to be a similar superstar. 

2. Recognition of the brand.

So it is obvious that the name Nike is heard and spoken all over the world. And their famous logo is familiar to every person. We can discuss the means and the reasons they used to reach that level. SO again we come to their sponsorship programs.

Many great sports events are sponsored by the company. But here is one of the most important things. The brand is recognized by new and creative designs. A lot of novelties and crazy ideas come from the brand. As well as their clothing are very prestigious and glamorous sometimes people like to having one just for showing others they wear the latest Nike.

3. Trial.

We already have spoken about how glamour Nike could be. Some of their products are specially made for that goal, make people surprised with the latest design trend.

Another aspect of their trial success is the quality of the brand. The newest technology helps them to be on the top of the quality and give wearings that last a long time.

4. Preference.

just try Nike and you will become one of their fans. Preferring Nike is so simple as it has a great design. People become liking you when you wear Nike. Also, they provide the heroic messaging of “Just do it”. Wear Nike and just do it. go for big challenges, dream big, find your greatness and a lot more. These are taglines of Nike commercials that were a success.

5. Loyalty.

So people eventually become a fan of the product or do not like that at all. But some brands would catch you and if you have that, eventually you would become a fan of it and Nike is a great example of that.

People speak about Nike as something very special as the brand is linked with great superstars, as you become great with their items of clothing. So when they speak like that the brand equity grows and grows and eventually makes you a fan of their products.

So now it is time to discuss the brand personality of Nike. Does Nike have a personality? And what type of personality it is.

Just like other famous brands Nike also has a personality. Personality is a set of human characteristics that brands take and use for their marketing purposes. There are different human characteristics like excitement, sincerity or ruggedness.

Brands take one of the main characteristics of a man and build their messaging. And here the 12 brand archetypes come for help. The brand personality of Nike is also based on the archetypes and what is the particular archetype.

Let’s discuss an Instagram post about Nike.

This is an interesting Instagram post about Nike. The Olympic champion speaks about why he runs. He says he runs to prove that there are no limitations. Nike is there for breaking our limits and their personality is based on challenges, heroic actions. This is a clear manifestation of the Hero brand archetype. What does the Hero brand archetype represent?

• The desire of the brand archetype is to prove its worth through difficult actions.
• The goal of the archetype is to become a master that would have an impact on the world.
• The strategy of the archetype is becoming strong, powerful and mighty as capable of being.

Nike’s brand personality is a Hero that can solve every problem. He/she likes challenges and go for them. He does not afraid of an upcoming challenge and waits for more to come. Many famous brands like Snickers and Gatorade have the Hero brand personality.

And here are the messaging levels of the Hero brand archetype.

1. The opening message of the following archetype is about someone being in need and wants to help him.
2. It is about developing competence and boundaries expressed through achievements.
3. Being a soldier, doing duties for your community and country.
4. The fourth message is about using strength to make a bigger impact on the world.

The Hero brand archetype could be a perfect personality for your brand if 

1. If you have an innovation or invention that would have a major impact on the world.
2. It helps people to perform on their upper limits.
3. If you have a clear challenger that you want to beat.

Brand Archetypes. Why do we need them in practice?

Our communication plan may use a variety of messaging techniques. However, there is a logical framework that connects all of these, and it is known as communication based on archetypal branding. A company may have a variety of messages, but none of them are related. For instance, “Do everything with ease,” “Go ahead and be strong,” or “Dig deeper and be knowledgeable.”

These three quotations serve different purposes and have various underlying meanings. One focuses on becoming a hero, while the other is about gaining experience. The brand archetypes’ logic adds more originality and clarity to these two distinct messaging trajectories. You can learn more about communicating using archetypes by reading the book “8 steps to a complete archetypal branding.”

Now let’s discuss the Personality Prism of Nike which is composed of 6 components.

Here are the 3 externalization components of Nike brand identity.

The physique 

Their logo is an emblem. The Nike emblem is like wind or the beginning of some pictures.

Their slogan – Just do it. This provokes an action, makes people think they can do something, reach the summit.

The relationship

Nike speaks about the comfort zones of people. And tells us that we should struggle> Prevocational tactics is the way Nike wants us to do something. And here are some of their campaign core messages. “Yesterday you said tomorrow” The prevocational slogan makes us act, to go ahead. Another example is “Run the day, don’t let it run you”.

The Reflection

The reflection of Nike is very diverse. It varies from aggressiveness to being full of energy. Some of Nike’s characteristic traits are being youthful and competitive. Just a complete heroic trait.

And here are the 3 internalizations of Nike brand identity.

The personality

This is about the sportive spirit of individuality. A lot of athletes are engaged in their promotions, which prompts us about being sportsmen like famous stars. Being sporty is a lifestyle for every Nike user.

The culture

The culture here is manly the American. Nike is an American brand and the country culture is obvious here. It is about doing fitness and being sporty, struggling against the extra weight and so on.

The Self-image

Some expressions that Nike that users can say.

• I am an athlete.
• I am brand conscious.
• And of course, I am cool.

And here are several interesting facts about Nike.

1. The famous slogan “Just do it” was created in 1988. The iconic slogan has a fantastic history.
2. Nike logo was designed by Carolyn Davidson, a student at Portland State University. For her work, she was paid just 35$.
3. Nike opened its first retail store was opened in California in 1967, and it was a blue ribbon sports store.
4. Ilia Nastase was the first athlete to sign for Nike, he was a Romanian tennis player.
5. A soccer cleat was the first athletic apparel of Nike.

So we discussed the brand personality and equity presentation of Nike. Just check out other blog posts in thescoailgrabber.com and find out more!