2.  Target audience  Brand image  Name  Positioning  Packaging  Slogan

3.  Lower age people (12-45)  Like sports (running, football, work out,…)  Like the comfort  Like athletic clothing

4.  Young  Energetic  Athletic  Innovative

5.  Greek for ‘Victory’  Typical for practicing sports  Victory  Origin: Greek mythology  Nike: Goddess, personified ‘victory’

7.  Product for everyone  No luxury good  Use famous people to attract professional athletes  Gives image of being best sportswear Because of the famous people

9.  Striking, flashy colors (orange, red,…)  Logo all over the box  Easy to grab and to open  Easy to grab the shoes and try them on

10.  Doesn’t encourage you to buy  Motivational slogan to achieve your goal