Развитие и изменение брендов. На примере компаний Nike и Starbacks

NIKE

1

• Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. Nike's target market is active people who enjoy high-quality sporting goods, especially footwear.  
  Nike target market is for young kids that love foot wear and running and improving the running in track in any sports. People love sports and the best way of activity for them is to do some sports may be every day.
• There are a lot of benefits that make the brand attractive to the customer. For example:

1. Lightweight - By displacing heavier midsole materials, producers can reduce the weight of the shoe without sacrificing performance. This is important because the lighter the shoe, the less energy the athlete must expend during performance.

2. Durable – Durability is important because athletes need the cushioning to last in their shoes. Nike cushioning provides constant cushioning throughout the life of the shoes.

• Adidas and Reebok are the main competitors of Nike. Nike and Adidas are two primary footwear companies along with their competitors who have adopted an online e-commerce strategy to increase their sales and product awareness.  Nike is enjoying competitive advantage over their competitors by sheer dominance. The company uses a lot of innovations in the process of production.   Nike has many strategic advantages over its competitors. One obvious advantage is the brand name and logo of Nike. The name Nike and the Swoosh logo are known worldwide and are associated with high-quality products. This gives Nike an initial advantage right away over its competitors. Another strategic advantage that Nike has is its ability to promote its product through top athletes. Names like Michael Jordan and Tiger Woods are associated with Nike products. Consumers relate with these athletes and purchase goods based on what these athletes are using or wearing. This gives Nike a distinct advantage over its competitors.

2

Starbucks is the largest coffeehouse company in the world. This company has some changes in the brand strategy. Everyone knows logo of the company. Original brown logo, used from 1971–1987. Green logo used from 1987-2010, still being used as a secondary logo. Redesigned logo used from 2011-present. I think that it is good example of successful changes in brand identity. Logo has become a significantly cleaner and simpler. 

Companies have a lot of reasons to change the brand identity. Starbucks Company changes the logo removing the words “Starbucks Coffee” for some reasons.

Company has already expanded its product lines to include product other than coffee in their line e.g. smoothies, food and has waded into the highly competitive grocery and music sales business.