On Nike's Marketing Means From "Jordan's Prosecution"

Jordan Sue Jordan It is an undeniable fact that sports, whether it is related to Nike or not, is beneficial to Nike. And standing on the Nike side to look at this problem can also be seen as a good marketing tool. There are many things worth learning.

　　 Seize on some pretext or other to distort

Kill two birds with one stone.

As we all know, Jordan's value is not as good as before, and it is a great loss for Nike. But he still has some influence. It can be said that if he doesn't make any moves and has no "topic" to discuss him and pay attention to him, his value will fade with time. Nowadays, it is also a chance to rebuild value for the sake of name.

While people are concerned about Jordan's sports brand Nike "We support Michael Jordan's efforts to protect his brand, his name and his customers in China," he said in a statement. As a result, Nike will naturally get publicity with Jordan's exposure. According to the news, this matter involves many vacuum zones, which may be a long battle. From the point of view of marketing, the longer we fight, the more people will see clearly that "Jordan sports has nothing to do with Jordan, and Nike has something to do with Jordan". Thus promoting Nike's sales and increasing Nike's influence in the Chinese market. Judging from the nature of the matter, whether it is success or failure, it is a great victory for Nike and a victory for Jordan's personal brand.

　 Space for thought

Accumulation of propaganda power

Marketing involves not only commodities, but also a strategic issue. If the strategy is right, it will bring many opportunities for marketing. and Jordan When announcing the prosecution of Jordan sports in China, there were not many times, even in which Chinese court prosecuted Jordan's sports. This allows the media to talk about the topic, and fans who talk about Jordan to talk about everything related to this matter. The most obvious thing is Nike's dispute over trademark and Jordan sports. The longer Jordan stays, then the relationship between Jordan and Nike will become clearer about Jordan and Jordan sports, so that Jordan will have more supporters in the process of litigation.

Whether people think of Jordan or Jordan sports is good, in this process, Nike has always got in touch with Jordan and Jordan sports. Thus in Jordan's prosecution process, not only Jordan, Jordan sports, but also the off-site Nike. It will also make people more aware of the existence of Nike and achieve profound marketing results in people's hearts.

Finding the right time

"Making havoc in heaven"

The best opportunity for marketing is to attract more eyeballs in a range, so that people can find more and create a tense atmosphere.

At the critical moment of Jordan sports listing, Jordan sports had to "fight" with Jordan seriously, suing Jordan sports, otherwise it would harm her chance to go public, which would increase the listing variables of Jordan sports. Unlike other cases of infringement, the company added a lot of "bright spots" to attract more eyeballs at the critical moment of the defendant company. The eye attracted by Nike is also attracting attention. Why not?