Product: The name Nike has no other meaning than the products it is associated with. This arbitrary meaning gives strength to the product in that it can never be confused for something else. It is easy to pronounce, distinct, and it translates easily into other languages because there is no actual translation. The hard “k” sound in the name shows that these products can be “daring.” The entire concept behind Nike is to “Just do it.” There is no other statement that really comes close to this in terms of telling someone to be daring. This is attractive to customers because it suggests that by purchasing these products you can become a better, more athletic person. It is as though the products themselves will give you qualities that make you more attractive other people as well. The logo is much like the name in that it is easily recognizable and distinct. The Nike swoosh is one of the most universally recognized symbols on the planet. One advantage that Nike has over similar clothing companies like Reebok or Puma is that by creating such strong brand recognition; they have set themselves up to extend their brand name into different categories. Nike makes anything from shoes to shorts to sports equipment. The reason they have been so successful is due to the trust they have created with their consumers through brand development. Not only do I use their products because they have developed a smart marketing strategy, but also because they products they create are high quality and functional.