E/M/56. Branding of Nike

In todays world of business, branding has become a common term used by companies for marketing purposes. Every year companies spend millions of dollars developing their brand. The aim of branding is to create awareness to potential or existing customers of a companys brand and associate it with good experience. By enhancing consumer perception, companies hope to deliver a sustainable competitive advantage. This paper focuses on the leading footwear company – Nike, how the company uses branding to its target market to create differentiation and to enhance its market position. A comparison between Nike and Reebok in terms of branding strategies will also be discussed.