[TYPE THE COMPANY NAME]
COM2612 Assignment
3 (Portfolio) Semester
1 Memo | Due 19 May
2025 Course
NO PLAGIARISM
[Pick the date]
[Type the abstract of the document here. The abstract is typically a short summary of the contents of
the document. Type the abstract of the document here. The abstract is typically a short summary of
the contents of the document.]
, 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.
Evaluating the Nike Brand
Nike, one of the most recognizable brands in the world, has become synonymous with athletic
excellence, innovation, and global influence. Founded in 1964 as Blue Ribbon Sports and
officially becoming Nike, Inc. in 1971, the brand has grown into a global powerhouse in
sportswear and equipment. This essay evaluates the Nike brand based on its identity, marketing
strategies, social responsibility, and overall impact on consumers.
One of Nike’s greatest strengths lies in its brand identity. The iconic “swoosh” logo and the
slogan “Just Do It” are instantly recognizable and evoke a sense of determination, confidence,
and achievement. Nike positions itself as more than just a clothing or footwear company—it
promotes a lifestyle of ambition and performance. Its products are associated with top-tier
athletes such as Serena Williams, LeBron James, and Cristiano Ronaldo, reinforcing its image as
a leader in high-performance sportswear.
Nike’s marketing strategy is a key factor in its global success. The brand heavily invests in
storytelling, often producing emotionally powerful advertisements that go beyond selling
products—they sell aspirations. Campaigns like “Dream Crazier,” which celebrates female
athletes, and “You Can’t Stop Us,” which promotes resilience and unity, show Nike’s
commitment to social relevance and inclusivity. These campaigns help Nike connect with
diverse audiences while promoting values that align with contemporary social issues.
Another important aspect of the Nike brand is its approach to social responsibility and
sustainability. Nike has made strides in reducing its environmental impact through initiatives
such as using recycled materials in its products and committing to carbon neutrality. However,
the brand has also faced criticism in the past regarding labor practices in factories overseas.
While Nike has taken steps to improve working conditions and transparency, it remains an area
that continues to affect its reputation.
, In terms of consumer impact, Nike offers products that combine function, comfort, and style. Its
continuous innovation—such as Flyknit technology, Air Max cushioning, and smart wearable
integration—keeps the brand at the forefront of athletic gear. Moreover, Nike’s ability to appeal
to both athletes and everyday consumers makes it a versatile and desirable brand across different
demographics.
In conclusion, Nike stands out as a powerful, innovative, and influential global brand. Its strong
identity, strategic marketing, and commitment to social change contribute to its enduring
success. Despite some challenges related to ethics and labor, Nike continues to evolve, staying
relevant in a competitive and socially conscious market.
Brand Evaluation: Nike
Nike is one of the most iconic and successful brands in the global sportswear industry.
Established in 1964 as Blue Ribbon Sports and later rebranded to Nike in 1971, the company has
built a powerful identity that resonates with athletes, fitness enthusiasts, and casual consumers
alike. This essay evaluates the Nike brand by considering its brand image, market positioning,
customer loyalty, and social impact.
Nike’s brand image is centered around performance, innovation, and inspiration. Its famous
slogan, “Just Do It,” has become more than a tagline—it is a motivational call to action that
aligns with the company’s mission to bring inspiration and innovation to every athlete. The
brand uses high-profile endorsements from elite athletes like LeBron James, Serena Williams,
and Cristiano Ronaldo to reinforce its image of excellence and determination. This association
with athletic achievement helps Nike maintain a premium and aspirational appeal.
In terms of market positioning, Nike operates as a market leader in the athletic footwear and
apparel industry. It targets a broad customer base, ranging from professional athletes to everyday
consumers who value style and performance. Nike’s ability to combine functionality with
fashion has given it an edge over competitors like Adidas and Puma. The brand continuously
invests in research and development to produce innovative products, such as Nike Air and
Flyknit technology, which meet the evolving needs of its customers.
Customer loyalty is another strength of the Nike brand. Through its Nike+ app, loyalty programs,
and personalized marketing, Nike fosters a sense of community among users. It also leverages
digital marketing and social media to maintain high levels of engagement, particularly among
younger demographics. Nike’s collaborations with designers and cultural influencers help the
brand stay relevant and desirable.
Despite its success, Nike has faced criticism in the past regarding labor practices in its supply
chain. However, the brand has made strides in improving corporate social responsibility through
sustainability initiatives and increased transparency. It has launched eco-friendly product lines,
such as “Move to Zero,” which aim to reduce carbon emissions and waste.
COM2612 Assignment
3 (Portfolio) Semester
1 Memo | Due 19 May
2025 Course
NO PLAGIARISM
[Pick the date]
[Type the abstract of the document here. The abstract is typically a short summary of the contents of
the document. Type the abstract of the document here. The abstract is typically a short summary of
the contents of the document.]
, 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.
Evaluating the Nike Brand
Nike, one of the most recognizable brands in the world, has become synonymous with athletic
excellence, innovation, and global influence. Founded in 1964 as Blue Ribbon Sports and
officially becoming Nike, Inc. in 1971, the brand has grown into a global powerhouse in
sportswear and equipment. This essay evaluates the Nike brand based on its identity, marketing
strategies, social responsibility, and overall impact on consumers.
One of Nike’s greatest strengths lies in its brand identity. The iconic “swoosh” logo and the
slogan “Just Do It” are instantly recognizable and evoke a sense of determination, confidence,
and achievement. Nike positions itself as more than just a clothing or footwear company—it
promotes a lifestyle of ambition and performance. Its products are associated with top-tier
athletes such as Serena Williams, LeBron James, and Cristiano Ronaldo, reinforcing its image as
a leader in high-performance sportswear.
Nike’s marketing strategy is a key factor in its global success. The brand heavily invests in
storytelling, often producing emotionally powerful advertisements that go beyond selling
products—they sell aspirations. Campaigns like “Dream Crazier,” which celebrates female
athletes, and “You Can’t Stop Us,” which promotes resilience and unity, show Nike’s
commitment to social relevance and inclusivity. These campaigns help Nike connect with
diverse audiences while promoting values that align with contemporary social issues.
Another important aspect of the Nike brand is its approach to social responsibility and
sustainability. Nike has made strides in reducing its environmental impact through initiatives
such as using recycled materials in its products and committing to carbon neutrality. However,
the brand has also faced criticism in the past regarding labor practices in factories overseas.
While Nike has taken steps to improve working conditions and transparency, it remains an area
that continues to affect its reputation.
, In terms of consumer impact, Nike offers products that combine function, comfort, and style. Its
continuous innovation—such as Flyknit technology, Air Max cushioning, and smart wearable
integration—keeps the brand at the forefront of athletic gear. Moreover, Nike’s ability to appeal
to both athletes and everyday consumers makes it a versatile and desirable brand across different
demographics.
In conclusion, Nike stands out as a powerful, innovative, and influential global brand. Its strong
identity, strategic marketing, and commitment to social change contribute to its enduring
success. Despite some challenges related to ethics and labor, Nike continues to evolve, staying
relevant in a competitive and socially conscious market.
Brand Evaluation: Nike
Nike is one of the most iconic and successful brands in the global sportswear industry.
Established in 1964 as Blue Ribbon Sports and later rebranded to Nike in 1971, the company has
built a powerful identity that resonates with athletes, fitness enthusiasts, and casual consumers
alike. This essay evaluates the Nike brand by considering its brand image, market positioning,
customer loyalty, and social impact.
Nike’s brand image is centered around performance, innovation, and inspiration. Its famous
slogan, “Just Do It,” has become more than a tagline—it is a motivational call to action that
aligns with the company’s mission to bring inspiration and innovation to every athlete. The
brand uses high-profile endorsements from elite athletes like LeBron James, Serena Williams,
and Cristiano Ronaldo to reinforce its image of excellence and determination. This association
with athletic achievement helps Nike maintain a premium and aspirational appeal.
In terms of market positioning, Nike operates as a market leader in the athletic footwear and
apparel industry. It targets a broad customer base, ranging from professional athletes to everyday
consumers who value style and performance. Nike’s ability to combine functionality with
fashion has given it an edge over competitors like Adidas and Puma. The brand continuously
invests in research and development to produce innovative products, such as Nike Air and
Flyknit technology, which meet the evolving needs of its customers.
Customer loyalty is another strength of the Nike brand. Through its Nike+ app, loyalty programs,
and personalized marketing, Nike fosters a sense of community among users. It also leverages
digital marketing and social media to maintain high levels of engagement, particularly among
younger demographics. Nike’s collaborations with designers and cultural influencers help the
brand stay relevant and desirable.
Despite its success, Nike has faced criticism in the past regarding labor practices in its supply
chain. However, the brand has made strides in improving corporate social responsibility through
sustainability initiatives and increased transparency. It has launched eco-friendly product lines,
such as “Move to Zero,” which aim to reduce carbon emissions and waste.
