Question

How does the NIKE brand personality impacts competitive positioning.

Answer 1

Answer: Brand personality refers to the human like characteristics that are associated with the brands and helps the customer to relate with the brand. The brand personality improves the brand equity at the marketplace by creating a consistent group of traits that a consumer segment enjoys. Thus the brand personality helps the brands to connect and establish an association with the brand. Nike is a brand that has a strong brand personality at the marketplace. The company has carefully developed a brand personality that is consistent with the personality of the athletes which are a major target segment for the brand. The positioning statement of the company says that “it is a brand for serious athletes and provides them with confidence and shoes that is fit for every sport”. The company in its communication and advertising attempts to create an image of ruggedness and excitement which are two attributes/traits those are very commonly and closely associated with the personality of the athletes.   Thus with the help of various marketing activities like advertising and promotion, Nike has been able to develop a brand personality which is similar to that of athletes. It is for this reason that the athletes and the other people involved in sports associate more closely with Nike as compared to the competition. The customers prefer Nike as compared to the competition as they find it more near to their own personality and requirements. Therefore the brand personality of Nike has impacted positively on the competitive position of the brand at the marketplace.