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Nike: Do Not Sell Products, Sell Brand!

2011/6/15 10:16:00 62

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"We do not sell goods, we sell a culture, an American spirit," says Coca-Cola. Because of this reason, their products can be popular in the world.

In the modern society characterized by consumption, brand spirit meets the needs of consumers' emotional and psychological needs, and becomes the key element of competition.

So, what is brand spirit?

Brand spirit refers to consumer cognition.

brand

The total cultural factors represented, implied meaning, symbol, personality, emotion, taste and so on.

The essence of brand spirit is a spirit of individuality that can represent an enterprise. It is the belief, value idea or business objective that a brand or brand decision maker has gradually formed in the long-term production and operation.

Brand spirit is different from the content, mode, historical tradition and realistic pursuit of different business fields. It is a personalized expression of the brand gradually formed in the production and operation activities.

The brand spirit is diverse and the channels of communication are varied.

staff

Brand awareness and brand marketing play an important role.

Brand spirit plays an important role in the development of enterprises.

From the perspective of shoe industry development, the competition among shoes enterprises is paying more and more attention to the influence of brand spirit.

And Nike focuses on marketing brand spirit.

"Sports, performance, free and easy, free sportsmanship" has made Nike popular among countless consumers.

Bowerman, one of the founders of Nike, said: "as long as you have your body, you are an athlete.

As long as there are athletes in the world, Nike will continue to grow. "

Another founder, NAT, believes that sports have no end. Only through the spirit of continuous struggle and the spirit of continuous innovation can we run the spirit of sportsmanship, performance, freedom and freedom as the core of Nike's pursuit of individuality.

In order to embody the spirit advocated by Nike brand, Nike hired

Jordan

Jackson, Woods and other athletes advertise.

These outstanding athletes do not show their firm belief and sense of achievement in the commercials they shoot.

At the same time, in the advertisement, Nike also focuses on the ordinary people, portrays the image of the unknown striving, and embodies the spirit of striving for victory.

"Nike is no longer selling products, it only sells Nike brand, and then expects sales to grow behind the brand."

Nike firmly believes that "people who represent this brand are very bold."

They are not conservative, willing to innovate, seize the opportunity, and are willing to accept people's fraternity, criticism or respect in the name of the brand.

Nike's brand spirit marketing has achieved great success. Now, in the minds of many young people, Nike has become a symbol of persistent pursuit of individuality and self-confidence.