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Abstract
Behind Nike''s catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time distributor of Japanese track shoes to the top of the athletic shoe and apparel market. He has transformed his technology company into a marketing company whose product is its most important marketing tool. Knight learned how to build brands and understand consumers, and then how to split those brands into sub-brands to help keep the company growing. That approach brought Nike to a broader range of consumers while preserving the customer base. To create an emotional tie with the consumer, Nike started advertising on TV. "Sports is at the heart of American culture," Knight says. "You can''t explain much in 60 seconds, but when you show Michael Jordan, you don''t have to. It''s that simple."
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Abstract
Behind Nike''s catchy slogans and flashy TV commercials is the vision of founder, chairman, and CEO Phil Knight. Knight has taken Nike from a small-time distributor of Japanese track shoes to the top of the athletic shoe and apparel market. He has transformed his technology company into a marketing company whose product is its most important marketing tool. Knight learned how to build brands and understand consumers, and then how to split those brands into sub-brands to help keep the company growing. That approach brought Nike to a broader range of consumers while preserving the customer base. To create an emotional tie with the consumer, Nike started advertising on TV. "Sports is at the heart of American culture," Knight says. "You can''t explain much in 60 seconds, but when you show Michael Jordan, you don''t have to. It''s that simple."