How Nike Re-defined the Power of Brand Image

How Nike Re-defined the Power of Brand Image

The Nike Brand Logo

Nike Swoosh Logo




The Swoosh is easily one of the most recognized brand logos in the world.

Nike, who has refined themselves as an athletic and fitness company and not just another shoe company, is just shy of becoming the definition of sports themselves. The Nike Swoosh, one of the most recognizable logos in the world, has made Nike one of the most highly valued and most successful brands today. If any company can translate the importance of creating, protecting, and maintaining a brand for a company, Nike is the perfect example.   

Branding is one of the most crucial aspects that creates and defines a company’s identity. By building up a brand, a company is taking a series of steps to create value, brand visibility, and make their product desirable. A brand should encompass a lifestyle, give consumers something to identify with, and give the product substance and meaning. Take it from Nike, who’s success and dominance in the world of sports has thrived on their ability to construct their brand image, visibility, and giving the company logo extremely high value.

Nike has created superior value by utilizing celebrity endorsers, such as Michael Jordan, to represent their brand. The idea is that the celebrity image is embedded into the consumer’s mind and will cause the consumer to associate the endorser with Nike’s products, making the brand more desirable and valuable. The sports celebrities convey the idea of athleticism and become this almost heroic, iconic symbol people strive to become. When consumers translate these ideologies and Jordan’s iconic stance into the Swoosh, the Nike logo builds incredible value.

Naomi Klein, author of No Logo, notes three ways Nikes has strived to become the very definition of sports itself, involving sports celebrities, destroying the competition, and selling pieces of the brand “as if it was the Berlin Wall.” Nike town, glossy, extravagant stores built in the United States, serve the purpose of making consumers think that Nike’s brand is high end and gives consumers a cool user experience. The Swoosh in Nike Town is worshipped as art and a heroic symbol – it defines athleticism, courage, honor, victory, teamwork and all other aspects correlated with sports. The Nike Swoosh has been made into this cultural dissemination that stands for athleticism, power, fitness, and all other aspects Nike attempts to incorporate into their brand image.  

Nike’s advertising has established the Swoosh as one of the most recognizable logos that symbolizes athletic excellence, a spirit of determination, hip authenticity and playful self-awareness. Nike spends around 3% of its annual revenues on capital expenditures, whereas spending on advertising and promotions – keeping their brand visible – is about 10% of annual revenues. 

Still don’t believe brand is that important? In 1997, Nike spent $978 million on advertising, marketing and promotion. Nike pours millions into advertising and marketing spending, because keeping their brand visibility is the key in driving future earnings growth. 

When it comes to brand visibility, no one does it better than Nike. They have re-defined the power of a brand image and are one of the best represented, culturally understood, and symbolic companies in the United States and in the history of sports. Nike’s logo has encompassed a brand that reflects aspects that people strive for in their lives: dominance, authenticity, innovation, winning, and performance. Nike’s ability have their brand image encompass these ideologies allows consumers to identity with Nike not for the production of their product, but for the image that the brand embodies.

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