The secret of success:
- As general. When Scott Bedbury to Nike in 1987, his goal was to make the brand become a more general brand. The slogan "Take Action" was the turning point. "This slogan has created an open communication arts that we can almost talk to anyone," Bedbury disclosure.
- Brand women. Nike are examples to show the sub-brand can achieve is. The sub-brands such as Air Jordan, Air Max has become a strong brand and introduce more fresh definition to the overall image of Nike.
- Feature explosion. Marketing strategy and dynamic business like a sports team. "Move" is not only a slogan but also the motto of this company.
- Innovative breakthrough. From 1970 until now, Nike keeps on launching new innovative products. So they have become a trend-setter company and not the company followers as before.
- Relations sponsors. Extensive funding capability have reached the limit with Nike. They not only sponsor for the biggest sports event, but also funding for the stars. These stars are not simply doing what smiled in Nike ads, but are they called "brand ambassador" - people who have a very active role. For example, Brazilian soccer star - Ronaldo has designed style soccer shoes Mercurial.
- Nature brand. Marketing capability of Plato, Greek philosopher, may not be known to everyone, but former marketing vice president in charge of Nike, Scott Bedbury, discovered and found inspiration business. "The conception of the nature" of Plato (deeply held belief in what is concrete ideas on that object) has been associated with Nike's marketing strategy. As Bedbury admitted: "Plato was the first to consider the importance of the brand essence. Nike's nature as an expression of authentic sports ".
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