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Brand and communication - Nike: The goddess of marketing

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  1. A study of Nike's marketing foundations
  2. Keys points of Nike's history
  3. The reason for success
  4. Pyramid of influence
  5. The assumption of the pyramid of influence
  6. Celebrities endorsement
  7. Nike marketing policy
  8. The criticisms against the company
  9. Measures to deal with the criticism
  10. Conclusion

History Phil Knight and Bill Bowerman imported Japanese shoes and created BRS ?Blue Ribbon Sports?. First polemic with the advertisement ?you don't win silver ? you lose gold? First partnership with football team Strategy of Nike Knight & Bowerman sold the shoes in special athletes events, themselves. Apparition of a marketing strategy: based on people who are athletic oriented. Good communication with athletes due to their knowledge about sport. Able to explain the technologies and advantages.

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