Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

QUEZON CITY BRANCH

Case Analysis
(Nike: Building a Global Brand, Intel Corporation: Branding a Technology Brand)
Brand Management
(MARK 4133)

Submitted by:
Macaday, Xyrah D.
Cruz, Guilboy T.
Del Castillo, Elhen Mae G.
Rivera, Agatha Mae J.

BSBA MM 4-1

Submitted to:
Prof. Analiza Munoz

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 Table of Contents

Nike:Building a Global Brand

………………………………………………………… ..2

(Concepts) ……………….………………………………………………………………....2

History of Nike …………………………………………………………………………….2

Summary of Facts …………………………………………………………………………3

SWOT Analysis ……………………………………………………………………………4

Issues, Conclusion and Recommendation ………………………………………………..4

Intel Corporation: Branding a Technology Brand ………………………………………5

Concepts …………………………………………………………………………………….5

Summary of Facts ………………………………………………………………………….5

SWOT Analysis …………………………………………………………………………….6

Issues, Conclusion and Recommendation ………………………………………………...6

References …………………………………………………………………………………..7

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 Nike: Building a Global Brand

Concepts:

Brand Image- Is the impression in the consumers mind about the brand.
Brand Identity- Is the image the company wants to convey through different brand architecture.
(logo, name, packaging, messaging, and reinforces the existing reputation of the brand.)
Brand Message- Refers to the underlying value proposition conveyed and language used in your
content. It’s what makes buyers relate to your brand by inspiring them, persuading them,
motivating them and ultimately making them want to buy your product.

Brand Equity- Is a marketing term that describes a brand’s value. That value is determined by
consumer perception of and experiences with the brand. If people think highly of a brand, it has
positive brand equity.

Brand Loyalty- Is defined as positive feelings towards a brand and dedication to purchase the
same product or service repeatedly now and in the future from the same brand, regardless of a
competitor’s actions or changes in the environment.
Brand Awareness- Is the probability that consumers are familiar about the life and availability
of the product. It refers to the strength of a brands presence in the consumers mind.
Brand Associations- Are the attributes of brand which come into consumers mind when the
brand is talked about. (Images and symbols associated with a brand)

History of Nike:

The idea of Nike began way back in the 1950s. It was started when Bill Bowerman, who
is a track coach at the University of Oregon, looked for a competitive edge for his runners. He
began to look for shoes that will help his athletes perform better. Bill also tried to contact some
shoe manufacturers in attempt to try out his ideas for running shoes but this however failed. In
1955, a track runner named Phil Knight, a middle-distance runner hailing from Portland who
trained under track and field coach, enrolled in Oregon. After Phil graduated from Oregon, he
acquired his MBA from Stanford University and write a paper that talked about how quality shoes
could be made over in Japan and soon became a distributor of Tiger shoes in the United States of
America. Phil sent shoes to his old track coach trying to get Bill to buy the shoes but Bill insist.
Instead of buying this shoes Bill offered Phil a partnership to build a better shoe for athletes. In
January 25, 1964, Blue Ribbon Sports formed and shook hands by Bill and Phil. The company’s
first move was to order three hundred pairs of shoes from Japan. While Bill examined these shoes
and tried to make them better, Phil sell out shoes. Bill had his track team at Oregon try out his new
creations. And this became the foundation of Nike. With the help of Jeff Johnson, their first full
employee, Blue ribbons started to create brochures, marketing materials and even photos for a
catalogue. In 1971, the relationship between Blue Ribbons and the company from Japan was
starting to deteriorate. Bill and Phil made the jump to manufacturing and designing their own
footwear. The trade mark Swoosh was introduced this time which designed by Carolyn Davidson,
a former student of Phil Knight in Accounting class at Poland State University. She was paid $35
for her design of Nikes Logo. The Nike line of footwear was unveiled in 1972, during the U.S.
and Filed tracks. These shoes incorporated a new style of soles that had rubs on them that
resembled the ridges of a waffle iron. These shoes were also a lot less heavy than most running

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shoes at the time. With the new image Nike started looking for athletes to wear, promote and
elevate the new shoes. The first athlete they found was Steve Prefontaine. Prefontaine never lost
a race that was over a mile in distance in his college career between 1969 and 1973. He also became
an ambassador for Blue Ribbons and Nike. In 1975, Prefontaine died at the age of 24 in a crash
accident. He died but his spirit still lives on within Nike and became the ‘Soul of Nike”. In the
mid-1980s Nike started to slip from top of its industry. This started to change when Michael
Jordan released a new shoe through Nike. When this happened Nike’s bottom line got a boost. In
1988, the slogan that we all know today “Just Do It” was introduced as a way for Nike to build on
its momentum from their “Revolution” campaign. The slogan was inspired from Garry Gimore
who was a serial killer in 1977. His last words “Let’s Do It” became the inspiration of Dan
Wieden, a founder of the Ad Agency- Wieden Kennedy, which soon became “Just Do It” in 1988.
By the end of the decade the Nike was at the top once again. At this point the Nike deepened their
commitment into others sports such as soccer and golf. In 1995, Nike signed the whole World Cup
winning Brazilian National Team. Nike also landed contracts with both the men’s and the women’s
teams for the United States. The biggest thing that Nike was criticized for was when they signed a
young golfer by the name of Eldrick “Tiger” Woods for huge deal. All of the competition said
this was a dumb idea till Tiger won the 1997 Masters by a record 12 strokes. In 2000, a new shoe
was introduced. This shoe went by the name of the Nike Shox. This shoe combined more than 15
years of dedication and perseverance. Nike is still the industry leader in their markets and continues
to grow more each year around the world. This company will have much more to offer in the
future.

Summary of Facts:

The Nike Brand Image is initially building a pure American icon, high performance, innovative
aggressive brand, associated with high notch athletes, achievers and winners, mainly serious
males. Nike brand is perceived as a high-performance brand, they’re performance considered as a
top priority, they designed shoes that are durable, lightweight for runners. They also used leather
for their fabrics because its more durable than garments yet less fashionable. In the early day, Nike
learnt the consumers need by listening to the need of athletes, sharing their true passion for running.
They designed their shoes to give athletes the best performance. The Nike created a reputation as
a provider of high-quality running shoes designed especially for athletes. Starting from the
Marathon shoe debuted in 1965, Nike introduced a lot of innovative products in the sport market.
Nike used brand associated with achievers through getting the endorsement of high notch athletes
in the US. The US made the Nike a pure American icon that portrays the American spirit of
competition, superiority and even Arrogance. The Nike has a well-established and strong brand
identity with a well-recognized and distinguished brand name and brand log, the swoosh, which
facilitate the differentiation of its products from competitors. Nike’s Brand name is simple and
easily memorized by the customers. The 97% global awareness and recognition for Nike brand
and logo contribute substantially to the Brand Image and Brand Equity. Nike is associating with
famous athletes’ celebrities that have similar personality as their Brand. Like, Michael Jordan, the
legendary basketball player; McEnroe the famous tennis player, and Michael Johnson the famous
American Sprinter. Nike is capitalizing on the idolized view of American for their athletes’ heroes,
especially the Youth which are the main target of Nike. Nike is a Superior, Successful, Achiever
and amazing top performing brand. Nike Associated top event in the states by sponsoring the
basketball league, which is the most famous sport in USA.

The Nike Brand stands for core values of superior performance, accomplishment and
achievements, Innovations and it has a strong masculine and serious personality. Nike stressed on
these superman values and built on through its different equity sources. In Europe, Nike decided
to expand globally when they tried to implement the same strategy and to convey the same image
of their brand but they didn’t succeed due to the Cultural Differences between the States and
Europe. Nike’s Brand image was perceived negatively as a fashionable aggressive and arrogant
brand rather a performance innovative one. Nike’s Brand faced Multicultural Market because of
the differences between European countries that Nike wasn’t able to find the legendary Athletic
hero who can be their ambassador in Europe. And that’s totally different from the American. They
retrieved about 90% control over their brand distribution and marketing and advertising activities

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in Europe in order to maintain the same global image and Brand positioning. Nike lowered their
aggressive tone used in their advertising and reverted into a kinder and gentle marketing approach.
As part of their global image they show more commitment to global social issues. Nike Globalized
its brand management strategy. Nike launched an initiative marketing campaign under the slogan
“it’s my turn” showing their commitment to Asia. Sponsorships and Endorsement are very vital to
Nike Business. In fact, endorsements are corner stone in Nike’s global brand equity. Nike has built
a strong brand image along the years through successful brand associations with legendary athletic
heroes. Nike has a successful brand strategy that is based on the three pillars, the attractiveness of
the celebrity, the credibility of the celebrity and the personality match between the celebrity and
their brand. Nike has an endorsement strategy their consistency and long-term commitment. Nike
from being an American brand to become a global Brand. The Nike encountered a problem in its
global move was the negative perception about their brand, Nike Brand was perceived as a tough,
hard, aggressive, professional, American Brand. Accordingly, Nike’s operation in Vietnam have
been criticized by Ernts and Young’s for violating the Minimum wage and overtime laws in
Vietnam as late as 1996, although Nike claims that this practice has been halted. The Company
accused for the use of child labor and the poor treatment of its overseas employees in factories
used by Nike in Pakistan and Cambodia. Nike formulated a new global labor standard that included
lowering the minimum age of footwear factory workers to 18 and all other workers to 16. Nike
created a Code of Conduct for its suppliers that required them to observe some basic labor
environment/health standards. In spite of all these initiatives, the negative brand image of Nike
continued to propagate among activists claiming that these measures are only a camouflage, still
Nike is outsourcing its operation to countries with low labor cost and a lot of child labor cases.
Also, the company sent 16 undergraduates to a total 32 factories worldwide.

SWOT Analysis

For the Company:

Strength Weaknesses

 “Just Do It Campaign”  Aggressive provoking communication

 Strong Brand Penetration

Opportunities Threats

 Sponsorships and Endorsements  Global Criticism

(Famous Athletes)

Issues Conclusion Recommendation

1. Lack of Building Nike’s brand image might be Nike must be consistent in

Brand Equity. different from what it’s brand terms of advertising their
personality. Consumers perceive products.
them as an innovative performance
aggressive brand, associated with

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 high notch athletes, achievers and
winners.

Intel Corporation: Branding a Technology Brand

Concepts

A processor Is the logic circuitry that responds to and processes the basic instructions that drive
a computer.

Microprocessor Is the central processing unit (CPU) of a computer. It is where processing of

program instructions and data occurs. A basic computer consists of a microprocessor, external
memory, and input and output devices.

Intel 8085 - Is an 8-bit microprocessor produced by Intel and introduced in 1976. It is a

software-binary compatible with the more-famous Intel 8080 with only two minor instructions
added to support its added interrupt and serial input/output features.

International Business Machines (IBM) - the largest computer company in the world. IBM
started in 1911 as a producer of punch card tabulating machines. In 1953, it introduced its first
computer, the 701. During the 60's and 70's, IBM came to dominate the new field of main frame
and minicomputers. In 1981, IBM launched its first personal computer called the IBM PC, which
quickly became the standard. However, IBM underestimated the market for PCs and lost market
share to vendors of PC compatibles, such as Compaq.

"Intel Inside" campaign- was the first, and arguably the best, "ingredient" branding to come out
of Madison Avenue. And thanks to that campaign everyone knows that Intel chips are inside
computers.

OEM- is short for original equipment manufacturer, describes a manufacturer who puts
together computers made of other company's parts and then sells the product under its own brand
name.

Summary of Facts

Intel Corporation founded by Robert Noyce and Gordon Moore in July 1968 in computer
industry in the Silicon Valley. An American manufacturer of semiconductor computer circuits. It
is headquartered in Santa Clara, California. Noyce was the co-inventor in 1959 of the silicon
integrated circuit when he was general manager of Fairchild Semiconductor, a division of Fairchild
camera and instrument. Moore was the head of research and development at Fairchild
semiconductor. Immediately after founding Intel, Noyce and Moore recruited other Fairchild
employees including Hungarian-born American businessman Andrew Grove. Noyce, Moore and
Grove served as chairman and Chief Executive Officer (CEO) in succession during the first three
decades. In 1980, IBM selected Intel as their exclusive microprocessor architecture giving Intel a
chance to expand the brand influence in the microchip industry.

The company’s name comes from “integrated electronics”. Company recognised a shift in
the general focus of the personal computer industry toward mass market which used to choose
their computer based solely on the manufacturer’s brand image allowing Intel to become the largest

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manufacturer of microprocessors. Losing in court over 386 trademarks made Intel realizes that a
planning for their brand was necessary. Intel focused on two paths to build a strong brand. Using
the Intel inside campaigns the costumer knows how to identify their technology what you would
be getting when acquiring an Intel powered PC.

Intel’s introduction of new products also had to change and when the new Pentium
processor was launched, the company made an effort to make industries quickly adapt to the new
nomenclature. Although Pentium was a major success Intel believed that a segmentation of their
product was needed to reach better other markets especially cheaper processing units. Intel inside
was still strategy in consumers mind and new rebrands did not caught up to the expectations. Both
“leap head” and “multiply” did not bring anything that would help understand the company’s
vision and the fierce competition with AMD was affecting their revenues. As Intel continue to
innovate though they comes in a hard way they still focused in delivery tomorrow’s product while
competitors were scaling back. “Sponsors of Tomorrow” campaign allowed the company to
convey the idea that its strength is not the today product, but the one that is to come in the future.

When it comes to performance, Intel surpasses all other competitors by far. Even though
the company had a few bumps during its evolution with cheaper processors such as the Celeron, it
seems the company found a strategy to evolve in national and satisfying way for the consumer
known as Moore’s Law. Intel alternates the evolution of processing speed with evolution in
architecture in each new product developed.

SWOT Analysis

For the Company:

Strength Weaknesses

 Advertising for the consumer  Lacked in distributing resources

(Quality and Reliability)  How deep the brand has its roots in the
 Ability to develop platform processors market

Opportunities Threats

 Rising mobile market  Competition with AMD

 Associations with companies

(Apple and Samsung)

Issues Conclusion Recommendation

1. The Creation of Intel’s Strategy does not work well More visible logo.
brand due to unidentified branding.
awareness for Create a strong brand links in
Intel as a advertising by talking and making
microprocessor. a deal with manufacturers to
acknowledge or give credit to Intel
in their advertisements.

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References:

www.marufrezabyron.com

https://en.wikipedia.org/wiki/Just_Do_It

https://successstory.com/companies/nike-inc

https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.javatpoint.com/micropr
ocessor-
architecture&ved=2ahUKEwjuy4HVx4vjAhXRF4gKHTb4CpQQFjAMegQIAxAB&usg=AOv
Vaw2jF-iPuTNXQPnGNKSPsn0i

https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.webopedia.com/amp/T
ERM/I/IBM.html&ved=2ahUKEwi4mviVyIvjAhUHdXAKHTRyDEYQFjANegQIBBAB&usg
=AOvVaw2hUSZaJg-nlLN1TRqO4I6L&ampcf=1

https://www.google.com/url?sa=t&source=web&rct=j&url=https://www.emeraldinsight.com/doi
/abs/10.1108/08858629310027560&ved=2ahUKE

https://www.managementstudyguide.com/brand-
image.htm?fbclid=IwAR3QLTsOG0e4tJCgxyVaXF88X9QRnEtlOHdxsNKTVizhAK8vFHSXt2
15Yro

https://www.shopify.com/encyclopedia/brand-
equity?fbclid=IwAR0Q4PNVFa90jeHIr3v6emJUga9DsrBhy3vM_surbReH2qhdWFMw2wflIz8