1-3 Short Paper- Brand Analysis - Maricarmen Watson

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1-3 Short Paper: Brand Analysis Maricarmen Watson Southern New Hampshire University

For this assignment, we were asked to choose a brand to analyze it; I decided to choose Nike, since I love sports and I am also user of the brand, so I took this opportunity to learn more from it. Nike’s mission is “Bring inspiration and innovation to every athlete in the world” (Nike, 2023); I loved they wrote “If you have a body, you are an athlete” it encourages everyone no matter how you look to exercise. Nike’s vision is “We see a world where everybody is an athlete — united in the joy of movement. Driven by our passion for sport and our instinct for innovation, we aim to bring inspiration to every athlete in the world and to make sport a daily habit.” (Comparably, 2023) ; and Nike’s value’s are “Nike's core values include “inspiration, innovation, every athlete in the world, authentic, connected, and distinctive.” These values define what Nike holds dear in its quest to become the best there is.” (Apoorva, 2023). They inform their brand image by focusing on their core values, their campaigns are everyday more focused on people with all type of body shapes, with all type of skin colors, and exercise background and it is fantastic seeing the variety and openness of the brand. After reviewing the brands online presence I can see they still keep their simplicity, they have their black background and white logo with the characterized checkmark and we can see on Facebook their cover photo has their famous phrase “JUST DO IT”, which is famous for encouraging everyone to exercising; all those elements showing their simplicity and soft colors aligns with how the brand wants to evoke usage of their clothing and shoes for everyone. As we read in the HubSpot article “While understanding what your business promises is necessary when defining your brand positioning, knowing why you wake up every day and go to work carries more weight.” (HubSpot, 2023); Nike uses purpose as a key component, they show us that having a set purpose and showing it to your target audience can enhance a brands

credibility; their other key component Nike uses regularly is Consistency “The key to consistency is to avoid talking about things that don’t relate to or enhance your brand.”(HubSpot, 2023) Nike has have the same tagline “Just Do It” since 1988 which allows their stakeholders and target audience to always identify them as a brand. All this elements identified before make Nike a well-known brand with reach all over the world, with their new body positivism and encouragement for everyone to exercise they have demonstrated that keeping consistency such as logo and tagline can be also combine with a purpose no matter if is new one, such as Nike has done in the past years. References Nike Mission, Vision & Values . (n.d.). Comparably. https://www.comparably.com/companies/nike/mission Apoorva, A. (2023, March 29). Nike’s Brand Philosophy: A case study . https://www.linkedin.com/pulse/nikes-brand-philosophy-case-study-arpit- apoorva#:~:text=Nike's%20core%20values%20include %20%E2%80%9Cinspiration,become%20the%20best%20there%20is . What is Nike’s mission? | Nike Help . (n.d.). https://www.nike.com/help/a/nikeinc-mission

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Williams, C. (2022, April 11). Brand Strategy 101: 7 Important Elements of a Company Branding Plan. HubSpot . https://blog.hubspot.com/blog/tabid/6307/bid/31739/7- components-that-comprise-a-comprehensive-brand-strategy.aspx

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