Graeme Newell

positioning a brand: how nike built a brand with universal appeal

Nike has managed to build a brand that appeals to every demographic around the world. When creating a marketing plan for a new product or positioning a brand, Nike is the king. In this presentation, emotional marketing expert, Graeme Newell explains how Nike was able to become so universal. He showcases some of Nike’s best advertising campaigns and clarifies how current trends in marketing have brought Nike to where it is today.

Graeme use some of Nike’s best television ads to show what they have done to become one of the most well-known brands worldwide. These advertisements help to show that no matter the location, Nike has a brand for everyone. This could include soccer shorts for children in Belgium to a pair of cleats for a baseball player in the United States. Nikes has moved their brand into something that is truly ubiquitous. They have successfully shifted their product focus into an attitude. Current marketing trends show that this is what most large international companies have to do these days when it comes to positioning a brand. Larger brands must also adapt to this practice if they wish to be globally known. When a product has become a lifestyle or an attitude worldwide, that is when a brand starts to become recognized by everyone.

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