Nike Branding Strategy and Marketing Case Study
Analysis and examples of Nike’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.
Brand Overview
Customers
Target Customer
Fashionable Athletic Wear Consumers
Primary Need (Job To Be Done)
Dress in athletic clothing that balances high performance and style
Brand Visual Identity & Content
Primary Brand Colors
#000000
#ffffff
Brand Typefaces
- Nike Futura
- Helvetica Neue
Hero Content
Hero Content Type
Photo
Content Features People
Yes
Brand Messaging
Key Messages
Benefit or Feature Focus
Feature
Tone of Voice
Brand Positioning (Elements of Value)
Aspirational
Self-Actualization
Emotional
Design & Aesthetics
Functional
Variety
Quality
Simplifies
Brand Benefits
Benefit #1
Confidence that clothing has been developed with deep expertise in athletics
Benefit #2
Access to a blend of modern and throwback design aesthetics that are always fashionable
Benefit #3
Feeling of self-actualization through a brand that inspires action and empowerment
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