DETERMINING THE BRAND PERSONALITY OF NIKE IN SLOVAKIA
DETERMINING THE BRAND PERSONALITY OF NIKE IN SLOVAKIA

Summary/Abstract: Brand personality is defined as human characteristics projected into a brand. This construct has multiple uses in marketing - brand personality can diverse the brand from other brands, it create spositive brand equity and can be used as a strong basis for marketing communication. The concept of brand personality originated in human psychology. Because of the differences in personalities within cultures, there has been a need to examine the brand personality construct from an international perspective. The purpose of this paper is to describe the personality of the brand Nike from the perspective of Slovak consumers. An online survey with a sample of 229 Slovak consumers was carried out with the main goal to describe Nike as a person, characterize the friends of the brand and suggest hobbies of the brand. Slovaks see the brand as an active man, a winner and a sportsman. His hobbies are all kinds of sports, and fashion and he is very health-conscious. His friends are also very active, attractive and young. It is in accordance with the overall image of the brand communicated worldwide no major differences in brand image and brand perception were found.

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