Nike's USP

Nike uses many different digital platforms to develop their brand and build brand loyalty.  They are incredibly active on social media and make a point to respond to nearly every mention they receive.  Nike has embraced and made a huge push toward digital media, “It spent nearly $800 million on ‘nontraditional’ advertising in 2010, according to Advertising Age estimates, a greater percentage of its U.S. advertising budget than any other top 100 U.S. advertiser.” (Cendrowski, 2012) This gives them a platform to connect with their target markets as well as engage their emotional marketing strategy, using the story of heroism.  They don’t sell shoes, they sell the idea that we can all be an athlete! 

As defined on BusinessDictonary.com, a business’ unique selling position (USP) is the “Real or perceived benefit of a good or service that differentiates it from the competing brands and gives its buyer a logical reason to prefer it over other brands.  USP is often a critical component of a promotional theme around which an advertising campaign is built.” (What is unique selling proposition (USP)?, n.d.) Nike’s USP lies in positioning their products for professional athletes.  Therefore, when consumers purchase a pair of Nike shoes or athletic gear, they aspire to tap into what makes their favorite athletes so great.  This is what all of their brands, across all of their platforms, are positioned around.  By understanding the target market and their desire for performance and empowerment, Nike has become a leading global brand of athletic shoes and apparel.      

Here is a list of the digital platforms that Nike is involved with:

Website

Facebook

Instagram

YouTube

LinkedIn

Twitter

Pintrest

Google +

Nike + (their own social media platform!)

  

References 

Cendrowski, S. (2012, February 13). Nike's new marketing mojo. Retrieved July 22, 2016, from http://fortune.com/2012/02/13/nikes-new-marketing-mojo/  

Moth, D. (2013, March 27). How Nike uses Facebook, Twitter, Pinterest and Google. Retrieved July 21, 2016, from https://econsultancy.com/blog/62412-how-nike-uses-facebook-twitter-pinterest-and-google/

What is unique selling proposition (USP)? definition and meaning. (n.d.). Retrieved July 21, 2016, from http://www.businessdictionary.com/definition/unique-selling-proposition-USP.html