The specific brand objective of Nike India would be to build up its brand reputation, image and equity. A brand is not simply a collection of products and benefits, but also a storehouse of value stemming from awareness, loyalty, and association of quality and brand personality. A brand is a name, term, sign, symbol or design or a combination of them intended to identify the goods or services of one seller or group of sellers and to differentiate from those of competitors. In essence, a brand identifies the seller or maker. It can convey up to six levels of meaning: Attributes, Benefits, Values, Culture, Personality and User. If a company treats a brand only as a name it misses the point. The branding challenge is to develop a deep set of positive associations for the brand.
Nike will also focus on making a strong effort in price leadership. Nike’s products in the past have been concentrated in the higher end of the pricing category. An entrance will now be made into lower price catg.