Comments on: Nike – swoosh or no swoosh

By: Shyam

Shyam — Fri, 19 Feb 2010 08:34:34 +0000

Yes I will buy Nike irrespective of the position of the swoosh. But without swoosh – NO. The brand will remain with me as long as it keeps providing whatever is expected out of it (taken for granted aspects of the brand). Then only things like swoosh and their display on the product would bother me. Agreed that swoosh has got emotions attached to it, but these emotions emanate from the core of the brand – design and comfort. To me, swoosh symbolizes the associations of the brand values and not vice-versa.

One thing that struck me here was the loyalty part. I am loyal to the complete NIKE and not to its parts. Not just swoosh, not just comfort (might opt for lotto) , not just design (might go for Puma then), but all of them together. And as far as the case of engraving the swoosh inside or outside is concerned, I would be least bothered but would not suggest Nike to do that. I won’t mind if swoosh on the outer surface fetches some recognition, I would be happy to earn that instead.

By: Sayed Khadri

Sayed Khadri — Fri, 15 Jan 2010 10:18:05 +0000

interesting analysis.
it doesn’t matter where they put the SWOOSH. The important thing here is quality, if the quality is same then I can buy shoe, no matter where they put swoosh.

By: Piyush Agarwal

Piyush Agarwal — Fri, 15 Jan 2010 08:59:25 +0000

Hii….stumbled upon this post via indivine…

Quite an interesting analysis…though I am not in branding…have been related to consumers and their thinking process for a long time courtesy family busines..

It always amazes me on how a consumer comes to a conclusion of buying a product…the different factors that make him make that purchase.. Some of them so weird that the manufacturer would never looked at the product that way!

I guess you earned yourself a regular at your blog in my form… will check out other posts soon..

By: Sudhir Pai

Sudhir Pai — Fri, 15 Jan 2010 05:01:22 +0000

Swoosh or no swoosh, I wouldn’t buy Nike anymore. It’s not as alluring as it used to be back in ’98, when it was finally launched in India, and i bought my first pair which lasted 3 years. I bought another two pairs till i had one really bad experience with their floaters. I see their quality has dropped quite a bit since i bought my first pair. my loyalties now are distributed fairly between Puma, Converse, Lotto, Fila and looking forward to buy a pair of Asics running shoes. I dont mind the Nike gear though, but i’m not so kicked about their shoes anymore. I guess good advertising or good branding can only do so much for a not-so-good product.

By: Abhinaya Chandrasekhar

Abhinaya Chandrasekhar — Fri, 15 Jan 2010 04:08:00 +0000

Hi Heena

Thanks for dropping by. Personally, I belong to the same school of thought as you.

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By: Abhinaya Chandrasekhar

Abhinaya Chandrasekhar — Fri, 15 Jan 2010 03:55:52 +0000

lol. I agree they are expensive.

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Thu, 14 Jan 2010 08:03:02 +0000

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By: Heena

Heena — Wed, 13 Jan 2010 17:10:39 +0000

Wow, good analysis. Just a positioning change brings about such a change in consumer attitude, you explained it quite well with various respondents. Personally, I would go for it without the swoosh! Since I do not believe in ‘Brand Value’ but more in Brand quality and I know Nike shoes are good in quality.

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By: Vishal

Vishal — Wed, 13 Jan 2010 16:56:46 +0000

I won’t until they reduce the price by 70 %… lol

would you go on a date with a guy who has got his teeth engraved on his eyebrows ??