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Identifying The World Of Nike
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What comes across your mind when you see a “Swoosh”? How about the phrase “Just
Do It”? A majority of people would probably associate them with Nike… in
addition to creating great sportswear, Nike is also great in creating brand
memorability through its brand identity.
Brand memorability comes from a strongly established brand identity, for example
a brand name, a brand logo, a brand slogan, a brand colour or even a brand
jingle that people can constantly remember. When people can identify you through
these brand elements, they will remember you, need you and want you.
In order to be memorable, your brand identity must be unique and distinctive.
This is because differentiated brand identity promotes brand memorability. It is
even better if your brand identity creates emotional appeal among consumers. The
brand name, “Nike”, for example, is short and simple as well as catchy enough to
attract consumers’ attention. Also, Nike has an easily recognised brand logo,
the Swoosh. It is able to stand alone even when the word “Nike” is absent. As
for the brand slogan, “Just Do It”, it is a call for action. According to the
Center for Applied Research, it is one of the most motivating brand slogans
of all time. It has successfully created emotional appeal among consumers. |
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Importance Of Brand Memorability
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When people remember your brand identity, they are more likely to think of you
when they are ready to buy a product or service. This is the top of mind recall
that is desired by all brands. You want to be the first brand that comes into
the minds of consumers… and then you need to be able to turn this mind share
into market share.
When Nike first launched its brand slogan in 1988, this advertising campaign of
its new sneakers and the slogan “Just Do It” successfully convinced Americans to
wear Nike sneakers on their feet. Nike earned millions of dollars in sales
associated with the campaign. In the following ten years, from 1988 to 1998,
Nike’s worldwide sales have increased from $877 million to $9.2 billion. |
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Just Build It Now
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Brand memorability is the result of strong brand identity. It is essential for
you to build a well-recognised brand identity through differentiation because it
is the fundamental step for your brand to grow globally, just like Nike. It
started as a US-based footwear distributor in 1972. Today, it is a well-known
global marketer of athletic footwear, apparel and equipment with business expansion
to more than 160 countries in the world. Further more, when your brand has
become a memorable brand in the market, it will enhance your Return On
Investment (ROI). So, what are you waiting for? Don’t hesitate to build your
brand identity to start gaining your brand memorability… well, just do it! |
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Now, let’s see what consumers say about Nike… |
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continue to read on BRANDchat |
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand
logo, brand colour, brand elements, brand slogan and brand category are
properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication
which has not been authorised, sponsored or otherwise endorsed by the brands
published in its articles.
The Nike name, the Swoosh design, “Just do it” brand slogan and other
intellectual properties including but not limited to trademarks, service marks
and trade names in connection with Nike belong to NIKE, Inc. Brandington Sdn Bhd
disclaims propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate
during publication. This publication may include hyperlinks to other third party
websites as a convenience to users. peopalove has no control or responsibility
over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction
and distribution of the same are strictly prohibited.
copyright © 2010 peopalove™. All rights reserved |
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