Analysis Of 'Branded World: The Success Of The Nike Logo'

Improved Essays
“Branded World: The Success of the Nike Logo”, by Michael Levine, is an extremely effective argument due to his effective usage of quotes, statistics, and rhetorical questions. In utilizing these tactics, the author creates a powerful argument and convinces his audience to support his take on the issue. However, Levine’s argument could have been extensively enhanced if he had used a suitable analytical graph to support his statistic and prove his point.
“Branded World” is an effective argument due to the author’s usage of quotes from a variety of sources. Often times, authors incorporate quotes from only one or two sources, and these individuals are often from one field of expertise. Instead of quoting just one person or group of people,
…show more content…
In doing so, Levine builds a robust argument, because Levine now gains a wide variety of reliable evidences, which in turn, convinces the audience with regards to his argument. This essay’s effectiveness also comes from the statistics Levine weaves into his essay. When portraying how large the Nike company is, he states that Nike is a “massive $14 billion business”, which “managed to grab an astounding 45 percent of the market by year 2000” (313). If Levine had simply stated: “Nike is a large company”, the audience wouldn’t have been convinced—they would want to see the facts and statistics backing this up. But when he presents a statistic and paints a picture in the mind of the audience, they are far more convinced. They realize that $14 billion is not just large, but gigantic. They get a real sense of what Nike is, yet they wouldn’t have seen that if Levine just used the word “large”. In using a statistic to portray the size of Nike, Levine effectively supports his claim in the beginning of the essay: “There are few branding tales as epic and impressive as Nike”(313). Now we know why this “tale” is “epic”- it is because of how much Nike has made in billions of dollars because of their brand and symbol. Readers are captivated by this statistic, are interested in what …show more content…
One major improvement that Levine could make is employing analytical graphs when referencing statistics in support of his opinion. Though he does use percentages, using an appropriate analytical graph would have made his argument much more powerful. Instead of simply stating that Nike gains $14 billion, using a line graph to show the annual growth of Nike since its beginnings around 1970 would help enhance and prove Levine’s thesis. If the graph sowed an upward trend, he could point out that Nike’s use of the logo has been successful. Levine could even show places on the graph where Nike had “bumps” and issues, and their recovery from each incident. In these places, the graph might go slightly downward, and make Levine’s point more convincing to the audience. By being able to look at a graph and see the growth of Nike, the audience would understand that Nike has been growing, though it has had

Related Documents

  • Improved Essays

    The overflow in stock price was driven because strong performances across the all division, product types and geographies. However, the part has traditionally been a strong cargo deck of competitors such as Adidas and Puma. After losing market place portion in the region to Nike, these companies have amplified their marketing and demand creation activities to recover lost reason. And now Nike is forming up in common market and China. North United States of America is the biggest subscriber to Nike’s revenue with a share in overindulgence of 40%.…

    • 747 Words
    • 3 Pages
    Improved Essays
  • Improved Essays

    The company stared with the vision of producing a more innovative training shit has evolved into a growing international company with products spanning multiple sporting industries. Under Armour’s attention to detail and quality product offering has allowed it to compete in an industry which Nike has practically monopolized. A SWOT analysis conducted on Under Armour’s business environment indicates that the company has great potential for growth. With the use of Technology and innovation Under Armour has the potential to capture more market share of the sports apparel industry from Nike. Under Armour has been strategically expanding its geographical rage in order to diversify its revenue streams because at the moment majority of is revenue is generated in the United States.…

    • 544 Words
    • 3 Pages
    Improved Essays
  • Great Essays

    Matthew Futterman says that in terms of their strategy, Nike knows what they are doing and they have incredible results, doubling their revenues in the last decade. Even though this is a huge risk to Nike’s reputation, the shareholders only care about one thing, returns.…

    • 1437 Words
    • 6 Pages
    Great Essays
  • Decent Essays

    When looking in the Webster’s Dictionary, there are many different ways to define marketing, but marketing is a way broader term that what is in that giant book. With technology, marketing is becoming more and more complex. There are some companies and organizations that are great at marketing their brand and their image, which can make them lots of money. Companies like Nike and Marlboro have had different marketing strategies, reaching the right audiences and this had made them successful. Other marketing strategies are used in campaigns such as the ALS Ice Bucket Challenge, which may have been the greatest way to raise money of all time.…

    • 893 Words
    • 4 Pages
    Decent Essays
  • Superior Essays

    The huge revenue boost is undoubtedly one decisive factor that has run through the minds of many governments. For instance, Art Way, Colorado State director for the Drug Policy Alliance, articulates that "As of October [2013], Colorado brought in more than $40 million in marijuana taxes. "(Par 7) but more importantly, "Colorado ... has seen an economic boost since legalization [and] is ranked as one of the fastest growing economies [in United States]"(Par 9). This sudden increase in income will not only keep the economy flowing but also gives the government the upper hand. With the funds readily available, governments will be able to focus on significant areas such as the department of health and the department of education.…

    • 1130 Words
    • 5 Pages
    Superior Essays
  • Great Essays

    Gregory (2015) states that NIKE’s aim in advertising is to influence a large amount of their target market creating the biggest impact possible. Kalb (2011) reveals that NIKE’s major success in attracting consumers is due to their two weapons: the Nike Swoosh logo and the endorsement of famous athletes. According to Mind Advertising (2013) NIKE has outrivaled its competitor Adidas and heightened its grip on the global soccer market by effective marketing campaigns. The NIKE swoosh logo is made prominent to the public by exposing it on uniforms and sports gear of athletes daily in the sports sections on newspapers, blogs and TV coverage of sports events, building trust between the consumers and the brand (Kalb,…

    • 1494 Words
    • 6 Pages
    Great Essays
  • Improved Essays

    Nike was fortunate to contract another athletic legend, Michael Jordan, as a spokesperson. Nike took a gamble with Jordan, but the dividends proved to be monumental in Nike’s growth using the pyramid of influence strategy. As the Nike Air Jordan shoeline hit the shelves, revenues hit over $100 million dollars in the first year alone (Keller and Kotler, 2012, p. 29). There are many…

    • 899 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Costco management has done great job building into a $60 million market cap business focusing on North America and in particular the United States. Although concerns were raised that Costco warehouse model would not fit international markets. Huge future growth can be expected if management figures out as to how to succeed in these foreign markets. Also if it performs as it did in North America, chances are that there will be immense growth in the coming future. The company makes most of its profits from membership fees.…

    • 951 Words
    • 4 Pages
    Improved Essays
  • Improved Essays

    Nike is one of the largest, most profitable companies in the world. Since their inception, they have been using different economic strategies to dominate their particular market. According to Michael Porter, competition in the industry, bargaining power of suppliers, bargaining power of consumers, the threat of new entrants into the market, and the threat of substitute products (1) are all economic forces that impact companies like Nike. For years, Nike has used various business strategies and marketing tools to minimize the impact that these forces have had on them, and have maximized profits as a reward. Nike has long been known as the premier company in sportswear.…

    • 719 Words
    • 3 Pages
    Improved Essays
  • Decent Essays

    Because it is owned by Omnicom Group Inc., it holds the title of being one of largest advertising holding companies in the world. DDB Worldwide continues to bring in the awards in terms of being one of the most creative agencies in the world. Some of their accolades include: Most Awarded Commercials in the World 2016 , #1 Most Effective Agencies in China , 44 honors at the 2017 Clio Awards , and many more. Along with iconic campaigns such as the Volkswagen “Think Small” campaign, DDB Worldwide has and continues to influence advertising in America. By turning advertising into a science, DDB Worldwide revolutionized how advertisers think and use human nature.…

    • 891 Words
    • 4 Pages
    Decent Essays