Importance of Brand Positioning

By Paige Coite

Brand position plays a huge role in a brand’s lifecycle, no matter at what stage. If positioning is not done correctly, this could lead to confusion, a weak brand identity, a decrease of sales, and ineffective marketing. A fantastic representation of this being done successfully is Nike. This is a company I have been extremely loyal to for a number of reasons. The number one reason I stick with them is their strong brand identity that aligns perfectly with me. They utilize their “Just Do It” slogan in all campaigns, making this a household phrase. This slogan, along with their iconic logo, and brand design cultivate the perfect storm to differentiate themselves and become a dominator in their industry.

“Just Do It” was implemented during the early growth stage of the brand. Their competition at the time (1970’s-80’s) was Reebok, and they need something that would set them apart. While Reebok is a known running brand, this slogan helped Nike identify as a motivational lifestyle brand. This allowed for differentiation influencing a larger audience, increased sales, and overall expansion(Review & Review, 2018). While Reebok is well known for their style and training gear, they are seen by almost a different audience than Nike. While they have a major fitness aspect, they do not rely on the same motivational aspects of Nike. This is a key difference. Nike creates a community that promotes a lifestyle and motivates consumers to achieve their goals.

When acknowledging companies and brands to purchase from, the first thing consumers look at are the key differences. This is where PODs and POPs come into the picture. Nike’s brand identity relies on motivation and lifestyle, hence the “Just Do it” slogan. This identity would be classified as one of Nike’s POD’s. Making them unique to their competitors-like Reebok and Adidas. A few eaxmples of POP (Point of Parity) for Nike would include performace athletic footwear, innovation, athlete endorsements, etc. These are what make them appear more appealing to consumers against competitors. They are marketed to have higher quality and brand recognition. These similarities that are heightened are what reel the consumers in and keep them in as loyal customers.

References

Nike. (n.d.). nike. Nike.com. https://www.nike.com/

Reebok. (n.d.). About Reebok. https://www.reebok.com/pages/about-reebok

Review, C., & Review, C. (2018, November 15). 02: Nike (1987) – Just Do It. Creative Review. https://www.creativereview.co.uk/just-do-it-slogan/