For a brand to get global recognition there is a need to effectively position itself in the mindset of the consumers so that people worldwide realize that the brand is made for them. Nike, one of the leading brands of the world is an ideal example of such brand positioning. 

The company taps into the emotions of the global audience by addressing themselves as an athletic-wear company that exists with the belief that everyone in this world is an athlete. Its position itself based on its product benefit of world class performance that the brand provides to the energetic and enthusiastic athletes. 

With the mindset that everyone is an athlete, Nike targets to cater all the people around the world, belonging to any age group who wants to live athletics’ lifestyle. These consumers belong to middle and high class who has a positive attitude toward athletic apparel. 

In case of competition the brand faces both direct and indirect competition. Among its direct competitors, its closest rival is Adidas followed by Reebok, Puma and Umbra. Since the brand is catering the need for apparels and shoes it also faces indirect competition from brands like Timberland, Lacoste and Polo.

Fig. Nike's Competitors

In order to communicate the competitive frame of reference,Nike has established a category

membership in the minds of customers that the brand sells quality, durable and comfortable products by constantly innovating to produce the best product in terms of style, performance, design and packaging. 

In case of POPs and PODs, the brand has many. Nike exists in an industry where many big competitors produce the same products and have similar strategies. So no matter how much innovation the brand does, it sells similar products that enhance performance and cater same need (POP: Category). At the same time the brand uses athletes as ambassador (POP: Competitive) and follows similar pricing strategy as its rivals. These are the POPs of the brand.  

As for POD, the brand serves the need of all types of sports effectively by maintaining its brand promises and quality. At the same time, unlike others the brands has PODs when it comes to technology. Since inception, the brand has went for various product development to come up with innovative sportswear like customized boots and Nike+Ipod. Also, the brand produces a lot more casual friendly products that allow people to wear Nike’s product outside of sporting activities.

These PODs are made based on the desirability, delivery and differentiating attributes. Customers want quality and superior products for superior performance which the brand is effectively providing with its cutting edge technology and unique features. By merging performance with quality in its products, the brand is going for straddle positing. Finally the brand mantra of Nike is authentic athletic performance by maintain authenticity in all of its products and activities that must be athletic.

Recommendation

Although the brand has an effective positioning strategy, it will be wiser to tap into the values and beliefs attributes since consumers are easier to connect through emotions. Also as market leader, Nike needs to focus in coming up with more unique PODs because their current ones can be adapted by the competitors. At the same time, it will be more effective if the brand narrows down the target market because catering the need of a huge market is very hard if the brand plans to maintain quality and performance with the available resources. 

Reference

1.(n.d.). Retrieved from Nike: http://www.nike.com/language_tunnel

2.(n.d.). Retrieved from Wikipedia: http://en.wikipedia.org/wiki/Nike,_Inc.

3.Kevin Lane Keller, (2013). 'Customer-Based Brand Equity and Brand Positioning'. In:Stephanie Wall (ed), Strategic Brand Management. 4th ed. Edinburgh Gate, Harlow, Essex CM20 2JE, England: Pearson Education Limited. pp.79-93

4.Grams, C. (n.d.). How to test your brand positioning: is it desirable, deliverable, and differentiated? Retrieved from http://darkmattermatters.com/tag/points-of-parity/

5.Points of parity and points of difference. (n.d.). Retrieved from citeman: http://www.citeman.com/990-points-of-parity-and-points-of-difference.html

6.SARKAR, A. (n.d.). Straddle Positioning? Be Careful. Retrieved from http://www.afaqs.com/planning-room/article/140_Straddle-Positioning-Be-Careful