The research paper discusses a case study on Nike's green branding strategy, reviewing the foundational elements of the strategy, both implicit (brand essence and spirit) and explicit (texture and feel). With an overview of each element, the research paper explores Nike's green orientation and the alignment of the brand's actions with its core values.
The paper begins by introducing two evaluation criteria for the study: green transparency and green coherence. Green transparency refers to the brand's credibility in pursuing its declared goals and values related to current environmental issues such as global warming and waste management. Green coherence, on the other hand, refers to the brand's sustainability in consistently pursuing its green orientation. Together, these concepts serve as a measure of the accuracy and discipline of the brand's green direction and environmental issues.
The research paper found fluctuations in Nike's performance regarding green credibility, while, on the other hand, it demonstrated a higher degree of coherence and performance continuity.