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Chapter 8 Products, Services, and Brands: Building Customer Value

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Chapter 8 PRODUCTS, SERVICES, AND BRANDS: BUILDING CUSTOMER VALUE
MARKETING STARTER: CHAPTER 8
Nike: Building Deep-Down Brand-Customer Relationships
Synopsis
Marketing is all about creating brands that connect with customers, and few marketers have done that as well as Nike. During the past several decades, Nike has built the Nike swoosh into one of the world’s best-known brand symbols. During the 1980s, Nike revolutionized sports marketing. It powered its way through the early 1990s, aggressively adding products in a dozen new sports, including baseball, golf, skateboarding, wall climbing, bicycling, and hiking. In the late 1990s, however, Nike stumbled and its sales slipped. Nike needed to rekindle the brand’s meaning to consumers. To turn things around, Nike returned to its roots: new-product innovation and a focus on customer relationships. This time, Nike shifted toward cutting-edge digital and social marketing tools to interact with customers to build brand experiences and community. Nike is now building communities of customers who talk not just with the company about the brand, but with each other as well. Thanks to efforts like Nike+, along with a host of other new digital and social media approaches, Nike has built a new kinship and sense of community with and between the brand and its customers. The company’s outstanding success results from much more than just making and selling good sports gear. It’s based on a deep-down connection between the iconic Nike brand and its customers.

Discussion Objective
This discussion will explore the essence and strength of the Nike brand, and the company’s ability to forge kinship and a sense of community with sport lovers everywhere. Indeed, Nike has always blurred the line between brand and experience. As the Nike story demonstrates, in the quest to create customer relationships, marketers must build and manage…...

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