IntroductionOne of the key parts of the process of building a successful brand is developing a strong brand image and communicating the brand ID through all available media channels. This essay will discuss and evaluate the marketing strategies of NIKE companies in terms of corporate brand development efforts. The company's success in the footwear, apparel and accessories markets will be tied to the concept of marketing branding. Furthermore, the discussion on NIKE's marketing strategies and their efforts to maintain and increase the leadership position in the market and marketing activities to increase brand value will be discussed and critically evaluated. Nike Today Nike's principal business activities are the design, development and worldwide marketing of high-quality athletic footwear, apparel, accessory products and equipment. Nike is one of the largest brands selling high-quality footwear, sportswear and sports equipment in the world. The Company's products are sold to retail customers in the United States and through various independent distributors, subsidiaries and licensees in many countries around the world. (source Nike.com) In 2012 Nike recorded total annual revenue of $25,313 million and net profit of $2,485 million. (naikinc.com) Historically, Nike has designed and produced athletic shoes for athletes to compete and train. The company's marketing strategies were aimed at the sports shoe market segment which in a short time made the products so attractive and desirable that they became a must have accessory for the large number of Americans. Nike's popularity has grown rapidly around the world. People who do not regularly take part in sporting activities choose to wear NIKE as the company has grown to be part of......middle of paper......the time when there was a lack of quality footwear and improvement in the sneaker market segment and this was exploited by the founders. In other words, the design and development of sports shoes has been the central aspect of the company's clarity in terms of vision and direction. The subsection on coherence of the 4Cs framework can be linked to the ability of companies to constantly develop and improve. One of the pillars of Nike's success is that the company continually invests in development and marketing. Credibility is inherent in the quality of Nike products. The fact is supported by the return of customers who are willing to repeat purchases of the product and be part of the brand. In terms of competitiveness, Nike has managed to maintain its leading position on the market. Innovative products, a strong brand and smart marketing campaigns have allowed them to keep up with their biggest rivals Adidas and Puma.