CiAM Business Brand Positioning Nikes Just Do It Paper

User Generated

nay135

Business Finance

California Institute of Advanced Management

Description

1: Paper Specifics

That mental shortlist will typically be about 5 to 7 items long and often shorter, almost never longer. For example, when consumers start thinking about buying a new car, they don't think of the dozens of possibilities out there, they think about choices with which they are already familiar and which stand out from the crowd.

The authors argue that it is the job of marketers to make their brands seem different from competitors and different in ways that the intended target audience will see as important and preferable.

"Positioning" then becomes a process of figuring out a short summary about the brand to make it memorable and likable. Often, this is summarized in a single phrase or sentence, like BMW's "Ultimate Driving Machine" or Disney's "Where dreams come true."

Such statements often take the form of what advertising people call a "tagline" or "slogan." But this is not always the case. Sometimes brands use multiple approaches to create a brand image that communicates a message to set it apart from competitors. For example, Volvo is widely perceived as a very safe car that will protect people inside the car even when there is a bad accident. Recently, Subaru has also started to use the same idea, and I would argue that this makes Subaru look somewhat like a "me too" brand, one that is "Johnny come lately" to a category that Volvo established years ago.

2: Deliverables:

Nike and "Just Do It" is one of the famous slogans in business. Discuss its positioning and the tactics/actions it uses to get this positioning to "stick" in someone's mind.

3: EXPECTATIONS:

Length is 5 to 9 pages excluding title page, executive summary (on a page by itself), reference list, and any appendices. Follow APA formatting. Do not include a table of contents.

User generated content is uploaded by users for the purposes of learning and should be used following Studypool's honor code & terms of service.

Explanation & Answer

View attached explanation and answer. Let me know if you have any questions.

1

Brand Positioning: Nike’s Just Do It Outline

Student Name
Institution
Course
Date

BRAND POSITIONING NIKE’S JUST DO IT

2

Brand Positioning: Nike’s Just Do It Outline
I.

Executive Summary
A. Brand positioning presents an important business through which organizations seek
dominance in the market. It involves more than just the organization’s logo or slogan; it
is a strategic approach differentiates a business brand from other brands.

II.

Introduction
A. The business dynamics in the world today allows for many brands, which leaves the
choice for products to the customers. This prompts organizations to strategize on ways
that place their products in the consumers’ minds..

III.

The Brand positioning of Nike
A. Nike stands out as a leading corporation in designing, developing, manufacturing and
selling footwear, apparel, sporting equipment as well as services. The organization is a
major player in the supply of sporting shoes and garments.
B. In its positioning, Nike segments its markets in order to get an understanding of the
needs of the customers

IV.

Just Do It Slogan
A.

The slogan is prevalent in the contemporary world as it presents a competitive, direct
and powerful statement. It resonates with dedication associated with believing in
oneself and taking up a purpose.

V.

Tactics and strategies used in the Just Do It Slogan
A.

When individuals face uncertainty about taking up a new activity, some choose to
procrastinate while others take up the activity. For instance, some people get scared

BRAND POSITIONING NIKE’S JUST DO IT
when an opportunity knocks on their door. They opt to wait for another opportunity
rather than taking risks with the one at hand.
VI.

Conclusion
A. Brand positioning helps organizations to differentiate their brand from others in the
same industry. This positioning helps consumers gauge the quality of products and
brands value to the consumer.

VII. References

3


1

Brand Positioning: Nike’s Just Do It

Student Name
Institution
Course
Date

BRAND POSITIONING NIKE’S JUST DO IT

2

Executive Summary
Brand positioning presents an important business through which organizations seek
dominance in the market. It involves more than just the organization’s logo or slogan; it is a
strategic approach that differentiates a business brand from other brands. The positioning entails
proving authenticity and credibility in the consumers’ mindset. Organizations build it over time
and cultivate the prospective culture and values within their fan bases. It promotes awareness of
the brand, justifies the product prices, communicates and engages with the target audience (Fuchs
& Diamantopoulos, 2010). When organizations se...


Anonymous
Excellent! Definitely coming back for more study materials.

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