1964

VISIONTo bring inspiration and innovation to every athlete in the world

Marketing gurus of Nike Jerome

Conlon

Scott bedbury

Customer based brand equity is the differential effect that brand knowledge has a consumer response to the marketing of the brand

What is Customer Based Brand Equity ???

Brand mantra is a short, three- to five- word phrase that captures the irrefutable essence or spirit of the brand positioning

What Is Brand Mantra??

Performance

Brand Mantra of NIKEAuthentic

Athletic

Emotional modifier Authentic

Descriptive modifier Athletic

Brand function Performance

Designing Of Brand Mantra

BRAND POSITIONING

Brand Positioning can be defined as an activity of creating a brand offer in such a manner that it occupies a distinctive place and value in the target customer’s mind

Four Components of Brand positioning

TARGET MARET

COMPETITORS

POINT OF PARITY

POINT OF DIFFERENCE

1.TARGET MARKETWOMEN

ATHLETES

RUNNERS

2.COMPETITORS

PUMA

3.POINT OF PARITY

PRODUCTS QUALITYPERFORMANCE

4.POINT OF DIFFERENCE

WORLDS NO.1INNOVATIVE SPORTS WEARCOMPETE ATHLETE SHOPPER

1.RUNNING SHOES

Updating Positioning Over Time

2.ATHLETIC SHOES

3.ATHLETIC SHOES AND APPARELS

4.ALL THINGS ASSOCIATED WITH ATHLETICS

Recap1. What is Customer based brand equity ?2. What is brand mantra?3. Designing brand mantra4. What is positioning?5. Four components of brand positioning6. Updating positioning over time.

Disclaimer• Created by B.Shashanth kumar, IIM Lucknow,

during brand management course under the guidance of Prof. Sameer Mathur, IIM Lucknow.