06/09/2022
If a lesser-known brand designed and developed an exact replica of the Nike Air Max 270, with the exact same qualities & features, made from the same materials and even got well-known athletes to endorse their product, most Nike-supporters would still rather pay more for the original product, with the Nike brand.
Why? Because when people buy Nike products, they’re not only buying the physical product; they’re buying an experience and identifying with a brand that finds resonance with them. The Nike brand is synonymous with “Just Do It”, a carefully-crafted brand promise, which has become iconic. Nike’s mission statement is, ‘To bring innovation and inspiration to every athlete in the world. If you have a body, you are an athlete’. It has huge aspirational value and the logo represents speed, movement, power and motivation. It’s core to their brand messaging and is consistently used across all their marketing activities, from sponsorships to events and products to communications.
Building a successful brand starts with thoroughly understanding your target market and then consistently communicating a message and value proposition that resonates with your target market’s values and aspirations.
Tap into your target market’s wants & needs, develop a quality product along with an attractive value proposition and then sell that idea.
That’s the real power of branding.
