Application of the Brand Image to Make Sales Globally

A favorable brand image helps and entity leverage its brand as an effective marketing tool. Cretu and Brodie (236) for instance demonstrate that brand image has a specific influence on how customers perceive the quality of a product hence affecting the customers’ purchase intentions. Accordingly, favorable brand image would enhance Nike’s marketing strategies in various markets. Firstly, such favorable brand image would enhance facilitate partnerships with sports organizations thus helping the Nike to penetrate markets in which it did not operate before. For instance, when the brand image results into partnerships to provide kits for various national teams in a particular country, such country’s citizen would become aware of Nike’s brand whenever the team plays thus enhancing the brands recognition.

Secondly, a strong brand image would allow Nike to enter into licensing partnerships. Licensing partnership are important in helping an entity to communicate its brand in areas where it has no capacity to distribute its products. Due to the entity’s strong brand, local manufacturers can be allowed to use the brand at a fee while the entity ensures that such local manufacturers meet the quality standards expected of its products. When this is the case, the entity benefits not only in fees but also in helping establish its brand in such markets. Such establishment would enhance the entity’s entry in the market in future as compared to a situation where the entity enters the market without prior access to the market.

To enhance its brand identity Nike could employ strategies such as ensuring a fit between sponsorship and the products it is promoting with such sponsorships. Such fit sponsorship-product is argued to enhance brand image associations thus resulting into a unified brand personality (Chien, Cornwell and Pappu 142). Use of matched –up sports personality, i.e. personalities whose performance and behavior reinforce the brands’ promises, could also help Nike to enhance its brand image (Liu, Huang and Minghua 359). A third way of enhancing its brand image would be to facilitate and shape the engagement of its brand in the social media networks (Interbrand 1). Such a strategy would for instance involve offering discount coupons for loyal and new customers and transmitting promotional and other important market communications (e.g. apologies). Use of such channels however require establishment of a social media policy that for instance establishes the individuals responsible for making company statements on such sites and dissuades the entity’s employees from using such sites to reveal information meant for internal audiences.

Due to increasing competitiveness and saturation of traditional markets, entities are required to develop ways that would enhance their expansion to emerging markets. In recognition of such a need, Nike could embark of enhancing its brand image to better its sales globally. Aspects that influence Nike’s capacity to build a brand image that would ensure success in its branding strategy as a means of global expansion were considered in this paper.

The core aspect that influences Nike’s brand negatively is a battered corporate image following unethical labor practices at its offshore production facilities. However, the negative effect is counteracted by the strength of the brand resulting from globally recognized symbols, consistent communication of the brand over the years and ability to deliver high-quality products due to its technological and technical competencies. Various threats such as competitive rivalry and unfavorable macro-economic factors could affect Nike in its attempts to realize the opportunities presented by the external environment. However, the entity could us its strengths to better its competitiveness and form partnerships that reduce its exposure to risks posed by the macroeconomic environment. Effective ways that Nike could use to build its brand include fitting sponsorships, matched-up endorsements by sports personality and brand communication via the social media platforms. Such enhanced brand image offers Nike a tool to enhance the effect of its marketing activities thus increase its sales globally.

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