Nike: Nike

Brand relatively weak position during 1980's. Case study looks at campaign from 1989-1995 which aimed to re-position the brand as a serious sports item rather than a fashion brand. Wanted to appeal to committed sports player and the style enthusiast. Advertising spend was increased every year from 1989 using posters, TV, specialist press. Over the 7 year campaign sales revenue grew by 372%, total market grew 110%. Paper argues that the advertising built an emotional bond with consumers and established a brand that appealed to different people