Explore how the selected brand is responding to the rapidly changing consumer/customer preferences using digital technologies

Description of assignment: 

“Organisations who invest in building and managing the digital presence of their brand seem to get a march ahead of their competitors in the hyper-connected world. By using digital technologies brand owners better understand the rapidly changing consumption preferences and respond within a shorter period of time.

Today, managing and protecting established affiliations through digital technologies is a critical priority for brand marketers as consumers and other ecosystem partners share data, opinions, reviews and brand experiences. However, in this cluttered digital space brand owners must seek new approaches to build awareness, affiliation and advocacy through the use of hybrid engagement techniques”

In this assignment, you are required to select a specific brand and

1. Explore how the selected brand is responding to the rapidly changing consumer/customer preferences using digital technologies
2. Discuss how the selected brand can raise awareness, create affiliations and drive advocacy through exclusively digital means

STRUCTURE:

• Intro about Selected brand  (public company)
• Explain industry and key trends and threats (what challenges brand has)
• What is brand extension?
• What digital apexes they implement to respond to the trends
• TRIP framework (DO NOT DESCRIBE THE MODEL)
• Recommendation
• Conclusion

Sample Answer

How Nike Builds Brand Affiliation and Advocacy Using Digital Technologies

Introduction: Nike – The Brand

Nike is a global leader in the sportswear and athletic apparel industry. Founded in 1964 and publicly listed in 1980, Nike’s mission is to bring inspiration and innovation to every athlete. With its iconic “Just Do It” slogan and swoosh logo, Nike is a brand that resonates across cultures and generations. As digital landscapes continue to shift, Nike remains committed to using technology to connect with consumers, understand their evolving preferences, and build long-term brand loyalty.

Industry Overview, Trends and Challenges

Nike operates in the highly competitive sportswear and lifestyle industry, which includes competitors like Adidas, Puma, Under Armour, and emerging direct-to-consumer brands. Key industry trends include:

• Digital shopping and e-commerce growth

• Sustainability expectations from customers

• Rise of athleisure wear post-COVID

• Growing focus on personalisation

• Influencer and user-generated content marketing

Challenges Nike faces:

1. Rapidly shifting consumer preferences, especially among Gen Z and Millennials.

2. Counterfeit products and brand dilution in online marketplaces.

3. High competition from tech-forward, niche brands using agile digital marketing.

4. Pressure to act on sustainability and social issues, with strong public scrutiny on digital platforms.

What is Brand Extension?

Brand extension is when a company uses its established brand name to launch new products or services in different categories. Nike has successfully used brand extension by moving beyond shoes into areas like sports equipment, fitness apps, and digital coaching platforms such as Nike Training Club and Nike Run Club. This has helped Nike reach new customer segments while keeping brand identity strong.

Nike’s Digital Apexes in Response to Industry Trends

Nike has implemented several digital strategies to keep up with consumer behaviour and strengthen brand engagement:

1. Nike Mobile Apps

Nike has launched Nike Training Club, Nike Run Club, and the Nike Shopping App. These apps offer fitness guidance, exclusive product access, personalised workouts, and social sharing options. This creates affiliation as users feel part of a global fitness community.

2. Personalisation Using AI and Data

Nike uses customer data to offer tailored product suggestions. For instance, users get shoe recommendations based on their activity and preferences. This personal connection encourages repeat purchases and builds loyalty.

3. Social Media and Influencer Marketing

Nike is active on platforms like Instagram, TikTok, and YouTube. Through partnerships with athletes and creators, Nike builds awareness and drives brand advocacy by encouraging real people to share their experiences.

4. Direct-to-Consumer (DTC) Model

Nike has shifted focus to selling via its own website and apps. This allows Nike to collect data, control the customer experience, and launch limited edition items online to generate buzz and exclusivity.

5. Sustainability Campaigns

Through digital storytelling, Nike promotes its “Move to Zero” campaign to reduce carbon emissions. Engaging videos and social content help raise awareness and connect with environmentally conscious consumers.

Continued...