Nike offers nothing new to the market. It sells footwear, sports apparel, equipment, accessories, and so on and so forth. It is not the only company in the world that provides consumers with such commodities, yet it possesses brand power that is unrivaled by most. Why is that?

This is because Nike was never in the business of selling shoes, or any sport apparel for that matter. Nike, on the other hand, cherishes sport and appreciates great players. It goes beyond the functional needs of a product and creates value in the eyes of its consumers by respecting exceptional athletes. In its advertisements, the emphasis is given to the players like Cristiano Ronaldo, Kobe Bryant, Michael Jordan, and Ronaldinho more than the product itself. This clever strategy fulfills the psychological needs of every consumer. Furthermore, it attracts our attention through the consumer behavioral principles such as the Liking Principle, Authority Principle and Social Validation Principle. Therefore, there is no element of luck involved in its success. Nike’s sincere passion for sports is felt in its brand image and this is the distinguishing factor that makes each Nike product worth buying!

https://www.youtube.com/watch?v=aPkyPdubqDs

Image Citations:

Marvin. “Rhetoric and Civic Life.” : Write The Future. N.p., n.d. Web. 04 Nov. 2013.