Regarding Adi Rosenkrantz’s Blog , that focused on the emotional branding of the Coca Cola’s company. Lots of big companies using this marketing strategy to build customer loyalty like Nike that is very successful on this strategy . The Nike logo even without the name of the company is one of the most popular and recognizable images in the world. Their logo it’s not only just an effective in design but also related to a meaningful concept by “Just do it” slogan. Nike gained most of their success by using sponsorship agreement with famous athletes like Michael Jordan to use their products and promote their design. This way of marketing is also used by other companies like Beats by Dre . Another important aspect of their marketing strategy is their clever commercials and advertisings. As we can see in Nike advertisings , the main message is about believing ourselves . So, whether you are the fat man that plays golf or an urban woman in America or a Muslim woman that wears hijab, you can feel these messages because you think you are smart and believe yourself and that is why their commercials are successful and can influence you.

In most of their advertisement they followed the same routine: first ,showing a challenge that people preparing themselves to be ready for being In the zone. Then, pointing the difficulties and toughness in this challenge and finally gaining a victory . This kind of marketing is helpful because that tells a universal story. Furthermore, the company does not just focus on the celebrities , also they show an ordinary people and even people who suffered from obesity because they are also can be successful for themselves and with this way, Nike can increase their customer segments and target everyone with different conditions. That’s why if you go to a nowhere in Africa or between kids from 5 years old , you can see the logo of Nike. The other reason that Nike wants to show these pictures because as Mainwaring said: “when you have an emotional impact on your customers , it will be in a direct proportion to the social impact and that lead to success in your business.”

Therefore , Nike does it to focus on sustainability and the marketing with aspects of CSR. The other feature in terms of doing sustainability is innovation that Nike is really successful in these part also by new technologies from 1971 like Nike Air, Tech Pack and fly knit and so on. They are introducing new technologies every year. With these combinations I think, Nike is a good example of a company with a successful marketing strategy.

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Citation:

• “Nike Brand Strategy: Emotional Branding Using the Story of Heroism.” 602 Communications RSS. N.p., n.d. Web. 30 Oct. 2016.
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• @TravelKindly. “10 Ways Today’s Purpose-Driven Brands Can Bring Their Core Values To Life.” Co.Exist. N.p., 14 Oct. 2013. Web. 30 Oct. 2016.
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• Digital image. N.p., n.d. Web. <http://www.unionroom.com/wp-content/uploads/2009/12/pacquiao.jpg>.