[Type the company name]
COM2612 Assignment 3
(Portfolio) Semester 1
Memo | Due 19 May 2025
Course
NO PLAGIARISM
[Year]
, 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 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.
COM2612 Assignment 3
(Portfolio) Semester 1
Memo | Due 19 May 2025
Course
NO PLAGIARISM
[Year]
, 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 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.
