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Overall Aims.
The following report will attempt to identify the Brand Identity and Proposition of the global sportswear brand Nike. It will aim to look at the differentiation points Nike have highlighted through aspects such as Advertising, Stores, the choice of Logo and tag lines. By applying models such as Brand positioning and Brand Identity a picture of the strategy Nike use for the Brand will become clear.

Company
Nike’s mission statement is:
“To bring inspiration and innovation to every athlete in the world”
Bill Bowerman, one of Nike’s Founders is quoted as saying “If you have a body, you are an athlete” and this defines how Nike pursues it destiny. (www.nike.com, 1/10/07).

With humble beginnings selling shoes from the back of a van at track meets in the USA, Nike is now one of the biggest sportswear companies in the world operating on six continents. Nike is the leading sports footwear brand with a 47% Market share (Mintel, September 2005) and in......

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Approximate Word Count: 2848
Approximate Pages: 12 (250 words per double-spaced page)

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