Branding Research
- Young athletes develop a preference for the "swoosh"
- before there were popular athletic brands, top universities were based on location and facilities
- Nike became associated with the athletic success of the top universities leaving them with the image of the elite sports brand
- it is not just the function and the feel of the apparel, but the look as well
- young athletes want to play using the top equipment and looking good while doing it
- trends are started by the professional athletes the Nike pays each year to represent their brand
- kids want to be just like their role models, and look like them too
- ones who grow up without the ability to pay for the "Nike swag" like the other kids, may pick a college that can give them the apparel for free
- the brand has an effect on the recruiting process
- Nike is successful because of the allegiance they have gained from their customers, not just the quality of their products
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