Nike’s marketing strategy rested entirely upon a brand image which is favourable and has evolved into a great multinational enterprise over time. The favourable brand image has been kept afloat due to the strong association with the Nike’s logo which is quite distinctive and the slogan “Just Do It” which has been used in advertisement for quite some time. The company has been known to invest heavily in advertisements and brand promotion (Fill C, 2005 p.54).
Most of the consumers of Nike’s products are mainly sportsmen. This is so because of the utility that comes with the products. An athlete is more likely to go a sports shoe designed and marketed by Nike more than a person who detests sporting and exercises. Nike targets these consumers by agreements between Nike and athletic teams, college’s athletic teams1 etc for product sponsorship and eventual promotion to the members of these teams. In this way, Nike is able to reach a wide number of consumers and consumers who are more likely to buy. Even though others are likely to buy the products, Nike pays specific emphatic targeting to the athlete more than any group of individuals even though it also targets the youth who have embraced the hip hop culture (Mercer David, 1996, pp 171).
The Nike logo is a very simple yet effective logo. Even without the brand name, the "Swoosh" alone is recognizable and memorable worldwide. It was created by a graphic design student back in 1971 for a new athletic brand now known as Nike.
A good example of this is the Nike logo. The main thing that represents Nike is the Tick design AKA "Swoosh" design. The Swoosh represents the wing in the famous statue of the Greek Goddess of victory although not many people are aware of this. We all recognize the design as a swoosh for speed and as Nike are known worldwide for providing sports shoes it represents the company well. The swoosh is known notoriously worldwide whilst the company continues to strive and get bigger, it's the perfect example of a simple yet very successful logo.