COM2612
Assignment 3
(Portfolio) Semester
1 Memo | Due 19
May 2025 Course
NO PLAGIARISM
[Pick the date]
, Exam (elaborations)
COM2612 Assignment 3 (Portfolio) Semester
1 Memo | Due 19 May 2025 Course
) Brand Communication (COM2612
Institution
University Of South Africa (Unisa)
COM2612 Assignment 3 (Portfolio) Semester 1 Memo | Due 19 May 2025 .
Fully answered with references.
QUESTION 1 1. Choose one brand that you want to focus on. You must write
a short essay (about 1 to 1.5 pages) in which you evaluate the brand.
Brand Evaluation Essay: Nike
Nike is one of the most recognised and influential sportswear brands in the world. Established in
1964 as Blue Ribbon Sports and officially becoming Nike, Inc. in 1971, the brand has grown into
a global leader in athletic footwear, apparel, and equipment. Its iconic "swoosh" logo and “Just
Do It” slogan have become synonymous with performance, motivation, and excellence. This
essay evaluates Nike in terms of brand identity, market positioning, customer loyalty, and overall
impact.
Nike’s brand identity is strongly rooted in empowerment, athletic performance, and innovation.
It promotes a lifestyle that goes beyond sports—encouraging individuals to push their limits,
whether they are elite athletes or everyday consumers. The brand leverages emotional branding
by associating itself with determination, resilience, and victory. Through high-profile
endorsements with athletes like Michael Jordan, Serena Williams, and Cristiano Ronaldo, Nike
builds credibility and reinforces its performance-driven image.
In terms of market positioning, Nike targets a broad consumer base, including men, women, and
children across different age groups. Its primary market is the athletic and active lifestyle
segment, but it has also successfully expanded into casual and streetwear fashion. Nike uses a
premium pricing strategy to reflect the quality and status of its products. However, it remains
competitive by offering a range of price points across different product lines.
One of Nike’s greatest strengths is customer loyalty. The brand has cultivated a strong
community through its Nike Run Club, personalised apps, and loyalty programmes. It
consistently engages with its audience via digital marketing and social media campaigns that are
often inclusive and socially conscious. For example, Nike’s controversial campaign featuring
Colin Kaepernick highlighted its willingness to take bold stances, which resonated with many
consumers who value brand authenticity and purpose.
, Moreover, Nike continues to invest in sustainability through its “Move to Zero” campaign,
which aims to reduce carbon emissions and waste. This shift not only addresses environmental
concerns but also appeals to younger, eco-conscious consumers who expect more responsibility
from global brands.
In conclusion, Nike stands out as a powerful and adaptive brand that combines performance,
emotion, and purpose. Its strong identity, strategic market positioning, and commitment to
innovation and social responsibility have enabled it to maintain relevance and dominance in a
competitive global market. As consumer expectations continue to evolve, Nike’s ability to stay
ahead of trends while staying true to its core values ensures its continued success.
Brand Evaluation: Nike
Nike is one of the most iconic global brands in the sportswear and lifestyle industry. Established
in 1964 as Blue Ribbon Sports and later rebranded as Nike, the company has become
synonymous with athletic performance, innovation, and cultural influence. Its famous "swoosh"
logo and "Just Do It" slogan are recognized worldwide, giving the brand an edge in both brand
recognition and emotional connection with consumers.
Product and Quality
Nike offers a wide range of products including footwear, apparel, and accessories for various
sports and fitness activities. Its commitment to innovation is evident in its continuous
development of new technologies, such as Nike Air, Flyknit, and React foam. These
advancements not only improve athletic performance but also set industry trends. The brand is
associated with high-quality craftsmanship and durability, although it has faced occasional
criticism for product pricing and quality consistency across certain lines.
Marketing and Branding
Nike’s marketing strategy is one of the most influential in the world. The company invests
heavily in advertising campaigns that feature elite athletes like LeBron James, Serena Williams,
and Cristiano Ronaldo. These endorsements reinforce Nike’s image as a premium performance
brand. Additionally, Nike effectively taps into social and cultural movements, often addressing
issues such as racial equality and gender empowerment, which deepens its connection with
socially conscious consumers.
Brand Perception and Customer Loyalty
Nike enjoys strong brand loyalty, especially among young consumers. The brand's ability to
blend performance with fashion allows it to appeal not only to athletes but also to those seeking a
trendy lifestyle brand. However, Nike has also faced criticism for labor practices in its overseas
Assignment 3
(Portfolio) Semester
1 Memo | Due 19
May 2025 Course
NO PLAGIARISM
[Pick the date]
, Exam (elaborations)
COM2612 Assignment 3 (Portfolio) Semester
1 Memo | Due 19 May 2025 Course
) Brand Communication (COM2612
Institution
University Of South Africa (Unisa)
COM2612 Assignment 3 (Portfolio) Semester 1 Memo | Due 19 May 2025 .
Fully answered with references.
QUESTION 1 1. Choose one brand that you want to focus on. You must write
a short essay (about 1 to 1.5 pages) in which you evaluate the brand.
Brand Evaluation Essay: Nike
Nike is one of the most recognised and influential sportswear brands in the world. Established in
1964 as Blue Ribbon Sports and officially becoming Nike, Inc. in 1971, the brand has grown into
a global leader in athletic footwear, apparel, and equipment. Its iconic "swoosh" logo and “Just
Do It” slogan have become synonymous with performance, motivation, and excellence. This
essay evaluates Nike in terms of brand identity, market positioning, customer loyalty, and overall
impact.
Nike’s brand identity is strongly rooted in empowerment, athletic performance, and innovation.
It promotes a lifestyle that goes beyond sports—encouraging individuals to push their limits,
whether they are elite athletes or everyday consumers. The brand leverages emotional branding
by associating itself with determination, resilience, and victory. Through high-profile
endorsements with athletes like Michael Jordan, Serena Williams, and Cristiano Ronaldo, Nike
builds credibility and reinforces its performance-driven image.
In terms of market positioning, Nike targets a broad consumer base, including men, women, and
children across different age groups. Its primary market is the athletic and active lifestyle
segment, but it has also successfully expanded into casual and streetwear fashion. Nike uses a
premium pricing strategy to reflect the quality and status of its products. However, it remains
competitive by offering a range of price points across different product lines.
One of Nike’s greatest strengths is customer loyalty. The brand has cultivated a strong
community through its Nike Run Club, personalised apps, and loyalty programmes. It
consistently engages with its audience via digital marketing and social media campaigns that are
often inclusive and socially conscious. For example, Nike’s controversial campaign featuring
Colin Kaepernick highlighted its willingness to take bold stances, which resonated with many
consumers who value brand authenticity and purpose.
, Moreover, Nike continues to invest in sustainability through its “Move to Zero” campaign,
which aims to reduce carbon emissions and waste. This shift not only addresses environmental
concerns but also appeals to younger, eco-conscious consumers who expect more responsibility
from global brands.
In conclusion, Nike stands out as a powerful and adaptive brand that combines performance,
emotion, and purpose. Its strong identity, strategic market positioning, and commitment to
innovation and social responsibility have enabled it to maintain relevance and dominance in a
competitive global market. As consumer expectations continue to evolve, Nike’s ability to stay
ahead of trends while staying true to its core values ensures its continued success.
Brand Evaluation: Nike
Nike is one of the most iconic global brands in the sportswear and lifestyle industry. Established
in 1964 as Blue Ribbon Sports and later rebranded as Nike, the company has become
synonymous with athletic performance, innovation, and cultural influence. Its famous "swoosh"
logo and "Just Do It" slogan are recognized worldwide, giving the brand an edge in both brand
recognition and emotional connection with consumers.
Product and Quality
Nike offers a wide range of products including footwear, apparel, and accessories for various
sports and fitness activities. Its commitment to innovation is evident in its continuous
development of new technologies, such as Nike Air, Flyknit, and React foam. These
advancements not only improve athletic performance but also set industry trends. The brand is
associated with high-quality craftsmanship and durability, although it has faced occasional
criticism for product pricing and quality consistency across certain lines.
Marketing and Branding
Nike’s marketing strategy is one of the most influential in the world. The company invests
heavily in advertising campaigns that feature elite athletes like LeBron James, Serena Williams,
and Cristiano Ronaldo. These endorsements reinforce Nike’s image as a premium performance
brand. Additionally, Nike effectively taps into social and cultural movements, often addressing
issues such as racial equality and gender empowerment, which deepens its connection with
socially conscious consumers.
Brand Perception and Customer Loyalty
Nike enjoys strong brand loyalty, especially among young consumers. The brand's ability to
blend performance with fashion allows it to appeal not only to athletes but also to those seeking a
trendy lifestyle brand. However, Nike has also faced criticism for labor practices in its overseas
