Nike: Developing a Strong Brand
Nike sports shoe brand had been in decline in the late 1980s. Ad campaign launched. Results: strong retail commitment to the brand, positive consumer attitude to the advertising. Post 1993 Nike's sales have grown 3 times faster than the total market, which has been very buoyant. Actual sales were approx. 29 times more than ad investment. Analysis suggests it paid for itself at least 14-20 times over.