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84 Breakthrough Branding Blue Ribbon Sports. Then a friend suggested they name the company after the Greek goddess of victory. And Nike was born. Nike was a better name: it was short, different, and meaningful. The new name set up a better positioning for the brand around the promise that a winning attitude leads to victory. The new positioning led to highly inspirational advertising featuring celebrity athletes like Michael Jordan, which gave the name emotional power. Would the brand have become a global icon and business success story if entrepreneurs Knight and Bowerman had kept the original name, Blue Ribbon Sports? Maybe not. A great name like Nike can help your brand be remembered and liked, just as a bad name can hurt your brand or just not help it much. What's Your line? There's not a lot of demand for sales messages. That's why branders disguise them as entertainment and stories in television commercials. They try to