Nike’s footwear innovation team develops a fully compostable running shoe. To support this breakthrough, marketing wants to emphasize environmental benefits rather than performance. Which approach will best preserve the brand’s equity?

Question

BlackTom AI · Accepted Answer

The scenario asks which approach best preserves Nike's brand equity when promoting a fully compostable running shoe, with environmental benefits emphasized over performance.
Option 1: Rebrand Nike as an environmental company. While sustainability is important, a full rebrand to an environmental company risks diluting Nike’s core identity as a performance-led brand and could confuse consumers about what Nike stands for. It would likely sacrifice equity built around athletic performance, innovation, and lifestyle appeal.
Option 2: Limit advertising to niche eco-consumer segments. This narrows reach and fails to leverage Nike’s mass-market influence. It would curtail the brand’s scale and might signal that sustainability is a niche concern rather than a core, widely embraced value, thereby undercutting overall brand equity.
Option 3: Move the product under a new sub-brand to avoid confusion. Creating a separate sub-brand could prevent cross-pollination of Nike’s performance image with sustainability messaging, but it also fragments the brand portfolio, reducing the strength of Nike’s flagship equity and potentially confusing consumers who expect Nike-level performance.
Option 4: Drop endorsements with athletes to focus on sustainability storytelling. Removing athlete endorsements would undermine Nike’s credibility in performance, sport credibility, and aspirational messaging. Endorsements are a key asset in Nike’s equity, and pulling back could weaken the perception of performance leadership and aspirational branding.
Option 5: Position the shoe around elite performance with sustainability as an added value. This aligns with Nike’s core brand strategy: maintain a strong performance and innovation narrative while integrating sustainability as a credible, value-adding feature. It preserves brand equity by not sacrificing the performance promise and by augmenting it with environmental benefits, appealing to both performance-minded athletes and conscious consumers.
In summary, the strongest approach is the one that keeps Nike's performance-centric identity intact while layering sustainability as a compelling, complementary value, rather than redefining or fragmenting the brand. The other options risk diluting Nike’s established equity, narrowing audience reach, fragmenting the brand, or diminishing credibility in athletic performance.

FA25-BL-BUS-M370-11927 Marketing Final Exam- Requires Respondus LockDown Browser

Nike’s footwear innovation team develops a fully compostable running shoe. To support this breakthrough, marketing wants to emphasize environmental benefits rather than performance. Which approach will best preserve the brand’s equity?

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FA25-BL-BUS-M370-11927 Marketing Final Exam- Requires Respondus LockDown Browser

Nike’s footwear innovation team develops a fully compostable running shoe. To support this breakthrough, marketing wants to emphasize environmental benefits rather than performance. Which approach will best preserve the brand’s equity?

查看解析

登录即可查看完整答案

类似问题

Positioning a brand on its ________ such as ingredients is the weakest type of positioning since competitors can easily copy this type of positioning.

The most effective brand positioning strategy is typically based on ___________ where the brand creates strong emotional connections with consumers.

ASU has a business school, which is considered a(n) ____ with the U of A, but ASU also has a unique specialization in global logistics which is considered a _____.

BMW plans to introduce an EV to appeal to environmentally conscious consumers. Which strategic challenge is most critical to manage?

Select all of the elements of a positioning statement.

The place a brand occupies in consumers' minds on important attributes relative to the competition is called:

Financial services company YourFuture paints potential clients a picture of their dream life in retirement. This is an example of positioning the brand using a __________.

Financial services company YourFuture paints potential clients a picture of their dream life in retirement. This is an example of positioning the brand using a __________.

更多留学生实用工具

希望你的学习变得更简单

ASU has a business school, which is considered a(n) with the U of A, but ASU also has a unique specialization in global logistics which is considered a _.