1.0 Introduction
Nike's philosophy has been to encourage sports and athletics all over the world. Nike Corporation is named after the Greek winged goddess of victory. The company produces the best and the most Innovative athletic footwear and equipment. The company prides itself in claiming that Nike represents athletes all over the world. Nike has created many strong and powerful sub brands like the Jordan brand. The company has always been associated with top sportsmen like Tiger Wood and Pete Sampras. Nike has positioned its products in the sporting and athletics segments and now is extending its clothing and shoes as essential fashion gear for the younger segment of the market. The company maintains a lot of dominance in the market it operates in, Nike products today can be found anywhere in the world today (www.nike.com).
The Nike brand is powerful and a product extension into clothing retail has given company a boost in sales and product diversification. Nike has used the ideology of promoting sports in their retail outlets and now in their website. The Nike Company has been very innovative and responsive to the needs of the athletes that have made it a respected sporting brand. The Nike philosophy has been to encourage sports all over the world and encourage ordinary people to take up sports. The company has been associated with the top names in sports and has earned a respect among professional athletes. The Nike brand is famous all over the world and their sales have been steady in the past years.
2.0 Brand Identity
According to Aaker (1996) a brand has to have a distinct identity, which is lined to the concept of the marketers want their brand to be associated by others in the market. There are many psychological fac ...