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Intro To Nike Basketball

The brand I'll be working with is no doubt a brand no doubt many of you are familiar with. Nike Inc. is a major U.S. manufacturer of athletic shoes, apparel, and sports equipment. To be more specific, I'll focus on Nike Basketball, the arm of Nike Inc that deals with basketball-related apparel. 

Nike is a brand synonymous with basketball.The tagline associated with the brand scream passion and action. Just Do It, the famous phrase coined by Wieden+Kennedy, Nike's primary advertising agency speaks volumes about the go-get'em spirit of Nike. Nike  humble beginnings is wonderfully charted here.

What makes Nike a brand? 

"The emotional and intellectual association people make with a specific person or thing" - Dirk Khenmeyer

Brand meaning literally means just that. An idea people associate with the Nike brand. Nike is famous for it's products that combine style and function. When people think of Nike, they think of a brand that boasts quality.

In terms of brand positioning, Nike is top notch. They have managed to build a brand that appeals to every dempographic around the world. What Nike has done with a multitude of colorful advertisements is turn their brand into something truly ubiquitous. They have shifted their prodcut focus into an attitude. They have become a lifestyle, something so deeply integrated into human life that people can't NOT buy them.

 

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