A CASE REPORT ON NIKE: BRANDING A SIGN OF STATUS SYMBOL

A CASE REPORT ON NIKE: BRANDING A SIGN OF STATUS SYMBOL

AUTHORS:

DIVYA BHARATHI

Associate Professor, Dept. of Management Studies

BALLARI INSTITUTE OF TECHNOLOGY AND MANAGEMENT, BALLARI

&

G P DINESH

Professor and Director-Student Welfare, Dept. of Management Studies

VSK University, Ballari

ABSTRACT:

Although it is simple to think that marketing consists solely of selling and advertising, today's definition of marketing includes meeting consumer demands and building stronger relationships with them. Although there has been a move to new and developing types of communication, such as interactive electronic media, traditional marketing is still quite significant. The importance of branding to businesses, organizations, and even people has increased recently. Everywhere and a part of everyday life, brands help consumers distinguish between identical businesses and perceive value. The secret to luring clients to a particular lifestyle and to a particular brand is emotional attachment.

In recent years, lifestyle branding has grown in popularity. In the end, it's about promoting a way of life and providing the target audience with significant societal benefits. Even though they may try to convey it, not all brands can be lifestyle brands. It's important to keep in mind the distinction between something being a part of life and something being the way of life when working to develop a lifestyle brand.

Currently, Nike is the most successful sportswear brand worldwide. The business has succeeded in developing a distinct, captivating, and adaptable brand that has earned a place in the hearts of consumers. Nike's ultimate objective is to provide cutting-edge items to everyone by improving performance, lowering injury rates, and bolstering perception and feel. But Nike is much more than a clothing manufacturer. Nike is the ideal lifestyle brand that represents living an active lifestyle and constantly pushing the envelope.