DB 2 - Marketing Management

Critical Factors for brand loyalty – "Nike.
"
Quality and performance: Nike is known for making high-quality athletic products

that meet the needs of athletes. The company spends much on research and
development to develop new products and do well at the highest level. For example,
customers like Nike's "Flywire" technology, which helps athletes and eventually has
helped build brand loyalty.
Brand image and marketing: Nike has a strong brand image based on strength,
determination, and athleticism. The company's advertising campaigns, which feature
top athletes and show the brand's products in action, are carefully made to reinforce
this image. For example, Nike's "Just Do It" slogan, which encourages customers to
go after their goals, has become synonymous with the brand and has helped to build
brand loyalty.
Customisation and personalisation: Nike's products can be changed in many

different ways so that customers can make something unique to them. This
personalisation makes customers feel like they own and are proud of their
customised products, which makes them feel more connected to the brand. Nike's
"NikeID" service lets customers design their shoes, showing how much the company
cares about personalisation and customisation.
Community and social responsibility: Nike does a lot to help the community and
give back, which makes customers more loyal to the brand. For example, the
company's "Nike Better World" programme focuses on promoting sustainability,
reducing waste, and helping environmental projects. Nike's commitment to social
and environmental responsibility appeals to customers who look for brands that
share their values.
These crucial things have helped Nike build a strong brand image and make its
customers loyal. Research has shown that customers who feel strongly about a brand
are more likely to stick with it, even if they have other options that are just as good.
Nike's loyal customers are often easy to spot by the "swoosh" logo. They are known
for their passion and enthusiasm for the brand, which drives repeat purchases and
contributes to the company's ongoing success.
Love for brand
Yes, customers can form strong emotional bonds with brands that coincide with their
values and convey them effectively. Nike is an example of a brand that has conveyed
consumer societal ideals and conventions effectively.
Nike has positioned itself as a brand that promotes inclusivity, diversity, and the
pursuit of personal development and success. These ideals have been expressed
through the company's marketing campaigns, product design, and community
efforts. For instance, Nike's "Just Do It" motto has encouraged people to follow their
goals and objectives, whereas its "Come Out of Nowhere" campaign honours
underdogs and non-traditional athletes.
In addition, Nike has taken a stand on social and political issues, such as supporting
the Black Lives Matter movement and promoting gender equality, which has helped
to generate customer empathy and a strong emotional connection.
When a brand effectively communicates values and norms of importance to its

customers, it can foster a strong emotional bond and loyalty. In the case of Nike, its
ability to align with its customers' values and communicate them effectively has
helped to create a sense of community and a solid emotional connection with its
customers, leading to increased brand loyalty and repeat purchases.
References.
Yeo, S. F., Chelvarayan, A., Cheah, C. S., Shafee, N. B., & Ng, S. M. (2020). Brand Loyalty on Sports
Shoes: A Study of Nike. International Journal of Accounting, Finance and Business (IJAFB), 5 (30), 42 –
51
Business Bliss FZE. (2023, January 16). Nike and Brand Loyalty.
https://www.ukessays.com/essays/marketing/analysing-brand-loyalty-and-nike-marketing-
essay.php
Nike Corporate Social Responsibility (CSR) and Sustainability. (n.d.).

https://www.thomasnet.com/articles/other/nike-csr/
Black-history-month. (n.d.). Nike.com. https://www.nike.com/bhm
Parker, B. (2023, January 16). Nike Mission Statement | Vision | Purpose | Core Values (2023).
Business Strategy Hub. https://bstrategyhub.com/nike-mission-vision-purpose-core-values/
Sewell, J. (2020, November 1). How Nike aligns customer needs with its values. HYVE.
https://www.hyvespace.com/how-nikes-customer-orientation-strategy-drives-customer-loyalty/
Butler-Young, S. (2020, June 5). Footwear News. Footwear News.

https://footwearnews.com/2020/business/philanthropy/nike-40-million-donation-black-lives-
matter-1203001134/#!

DB 2 - Marketing Management

Uploaded by

Copyright:

Available Formats

DB 2 - Marketing Management

Uploaded by

Document Information

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

DB 2 - Marketing Management

Uploaded by

Copyright:

Available Formats

Critical Factors for brand loyalty – "Nike.

Quality and performance: Nike is known for making high-quality athletic products

Customisation and personalisation: Nike's products can be changed in many

When a brand effectively communicates values and norms of importance to its

Nike Corporate Social Responsibility (CSR) and Sustainability. (n.d.).

Black-history-month. (n.d.). Nike.com. https://www.nike.com/bhm

Butler-Young, S. (2020, June 5). Footwear News. Footwear News.

You might also like