nstantly improving its products (Cassidy, 1, p. 26). Nike has doubled in size since 1995, moving from its status as a $4.8 billion company to a company capable of generating almost $10 billion in sales. Over time, says Cassidy (1, p. 26), Nike has developed a confident invincibility that has been as much a part of its brand identity as its ubiquitous Swoosh. Its brand equity is strong and consistently appealing to consumers. It uses innovative marketing and positioning strategies to reach its market of consumers in multiple age groups. It employs slogans, sponsorships and endorsements, the famous "Swoosh" label, and other elements such as the "Just Do It" slogan to retain its unique brand image as the premier athletic shore brand.
Hilary Cassidy (1, p. S56) noted that:
"Industry leader Nike, whose annual U.S. sales surpass the combined totals of its three biggest competitors, scored marketing points with its playground-inspired "Freestyle" basketball ads as well as with other spots that showcased the brand's new theme that everyone is an athlete. According to John Shanley, svp-Wells Fargo Securities, Nike made market share gains in '01 behind its mid-priced offerings, greater attention to fashion and its development of relationships with family footwear retailers like Shoe Carnival and Kohl's. Nike's creative women's product also was a hit.
Additionally, Cassidy (1, p. S56) compared Nike to its
"The swoosh's closest rival, Reebok, shifted marketing gears yet again. Early last year, Reebok heralded a new "Defy convention" campaign with advertising touting antiestablishment rebelliousnessà. Steady performer New Balance, which will introduce a line of basketball shoes this fall, jumped to third place in sales over Adidas, despite spending a little more than one-third as much on its marketing in 2001."
In describing the market, Cassidy (1, p. S57) offered the
BRAND Expenditures Quality Salience Equit...