Branding a Lifestyle : Case: Nike
Anttonen, Suvi (2015)
Anttonen, Suvi
Metropolia Ammattikorkeakoulu
2015
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2015052610239
https://urn.fi/URN:NBN:fi:amk-2015052610239
Tiivistelmä
It is easy to assume marketing only as selling and advertising, but nowadays it is more sensed as satisfying customer needs and creating deeper customer relationships. Traditional marketing is still very important, but there has been a shift to new and emerging forms of communication such as interactive electronic media. In recent years, branding has become a fundamental part of companies, organizations and even individuals. Brands are everywhere and a part of everyone’s life helping people to perceive value and make difference between similar companies. Emotional attachment is the key in attracting customers to a particular lifestyle and to a specific brand.
Lifestyle branding has become more and more popular during recent years. Ultimately it is referring to branding a way of life and delivering strong social benefits for the desired customers. However not every brand can be a lifestyle brand regardless if it strives to portray it. When pursuing to create a lifestyle brand, it is good to remember that there is a difference between something being a part of life and something being the way of life.
Nike is currently the leading sportswear company in the world. The company has managed to create a unique, interesting and versatile brand that has taken its place on customer’s hearts. Nike’s ultimate goal is to deliver innovative products to everyone through enhancing performance, reducing injury, strengthening perception and feel. However, Nike is much more than an apparel company. Nike is an ultimate lifestyle brand that encapsulates the idea of an active lifestyle and pushing the limits on everyday basis.
This research introduces the basic concepts of marketing and branding, focusing on theories about customer brand relationships and lifestyle branding. Theoretical review is complemented by a case study of Nike Inc. The final part of this study concentrates on a quantitative study pursuing to reveal people´s true perceptions of sports brands and Nike.
Lifestyle branding has become more and more popular during recent years. Ultimately it is referring to branding a way of life and delivering strong social benefits for the desired customers. However not every brand can be a lifestyle brand regardless if it strives to portray it. When pursuing to create a lifestyle brand, it is good to remember that there is a difference between something being a part of life and something being the way of life.
Nike is currently the leading sportswear company in the world. The company has managed to create a unique, interesting and versatile brand that has taken its place on customer’s hearts. Nike’s ultimate goal is to deliver innovative products to everyone through enhancing performance, reducing injury, strengthening perception and feel. However, Nike is much more than an apparel company. Nike is an ultimate lifestyle brand that encapsulates the idea of an active lifestyle and pushing the limits on everyday basis.
This research introduces the basic concepts of marketing and branding, focusing on theories about customer brand relationships and lifestyle branding. Theoretical review is complemented by a case study of Nike Inc. The final part of this study concentrates on a quantitative study pursuing to reveal people´s true perceptions of sports brands and Nike.