Advances in Economics, Management and Political Sciences

- The Open Access Proceedings Series for Conferences


Proceedings of the 2nd International Conference on Financial Technology and Business Analysis

Series Vol. 58 , 20 November 2023


Open Access | Article

Research on Business and Revenue Promotion Methods of Commercial Companies Based on Brand Marketing Planning Path - Take Nike's Marketing Strategy as an Example

Jingyi Wei * 1
1 University of Leeds

* Author to whom correspondence should be addressed.

Advances in Economics, Management and Political Sciences, Vol. 58, 7-14
Published 20 November 2023. © 20 November 2023 The Author(s). Published by EWA Publishing
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Citation Jingyi Wei. Research on Business and Revenue Promotion Methods of Commercial Companies Based on Brand Marketing Planning Path - Take Nike's Marketing Strategy as an Example. AEMPS (2023) Vol. 58: 7-14.

Abstract

Marketing is a must for every brand, and brands can take publicity from various aspects, such as advertising, celebrity endorsement, and sponsorship. Nike as one of the world's largest and most well-known brands, has been the leader of the sports fast-fashion industry since its launch., Brand marketing means the world has been widely recognized. For example, Nike's Just Do It slogan, whether on social media or while walking on the street, is often seen in Nike ads. The success of Nike absolutely cannot be separated from its excellent marketing strategy. The rapid development of business means that new products and brands are constantly emerging, and emerging brands can learn from successful marketing cases to help them stand out in today's fierce market and win consumers' favour and loyalty. This paper examines three of Nike's famous marketing success cases. It analyzes how Nike has made marketing promotions successful from three perspectives: emotional marketing, celebrity collaborations, and the release of branded co-branded limited-edition items. This paper aims to determine the importance of promotion in today's market, calling on major brands to pay more attention to developing marketing strategies. Brands need to focus on consumers at the forefront, a good brand needs good marketing support.

Keywords

Nike, marketing strategy, advertisement, brand cooperation, limited edition

References

1. Tighe, D. (2022). Nike ad spend worldwide 2014-2019 | Statista. Statista; Statista. https://www.statista.com/statistics/685734/nike-ad-spend/

2. william, E. (2019). Bloomberg - Are you a robot? Bloomberg.com. https://www.bloomberg.com/news/articles/2018-09-04/kaepernick-campaign-created-43-million-in-buzz-for-nike-so-far

3. Farren, K. (2018). Sports Celebrity Influence on the Behavioral Intentions of Sports Celebrity Influence on the Behavioral Intentions of Generation Z Generation Z. https://scholars.unh.edu/cgi/viewcontent.cgi?article=1408&context=honors

4. Winterich, K. P., Gangwar, M., & Grewal, R. (2018). When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements. Journal of Marketing. https://doi.org/10.1509/jm.16.0169

5. Chae, H., Kim, S., Lee, J., & Park, K. (2020). The impact of limited edition shoe product characteristics, with a focus on scarcity message frequency, on perceived value, brand trust, and buy intentions. Business Research Journal, 120(120). https://doi.org/10.1016/j.jbusres.2019.11.040

6. Smith, K., & Wintrob, M. (2013). Brand Storytelling: A Framework for Activation. Design Management Review, 24(1), 36–41. https://doi.org/10.1111/drev.10227

7. Qian, Z., & Zou, J. (2021). Brand Community Strategy of Lululemon. Www.atlantis-Press.com; Atlantis Press. https://doi.org/10.2991/assehr.k.211209.520

8. Xu, Z. (2022). The Analysis of the Marketing Strategy of Lululemon Athletica. BCP Business & Management, 34, 8–12. https://doi.org/10.54691/bcpbm.v34i.2858

9. Alonso, T. (2022). Strategy Study: How Lululemon Athletica Beat Nike By Creating A New Category. Www.cascade.app. https://www.cascade.app/studies/how-lululemon-athletica-beat-nike

10. Ganley, Ms. A., & Sherman, H. (2023). A STRATEGIC ANALYSIS OF LULULEMON.

11. Zichen, Z., & Zou, Z. (2021). Brand Community Strategy of Lululemon: The Relation Between Brand Ambassador’s Trust and Customer Engagement. International Conference on Economic Management and Cultural Industry.

Data Availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. Authors who publish this series agree to the following terms:

1. Authors retain copyright and grant the series right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this series.

2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the series's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this series.

3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See Open Access Instruction).

Volume Title
Proceedings of the 2nd International Conference on Financial Technology and Business Analysis
ISBN (Print)
978-1-83558-207-7
ISBN (Online)
978-1-83558-208-4
Published Date
20 November 2023
Series
Advances in Economics, Management and Political Sciences
ISSN (Print)
2754-1169
ISSN (Online)
2754-1177
DOI
Copyright
20 November 2023
Open Access
This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited

Copyright © 2023 EWA Publishing. Unless Otherwise Stated