Nike branding strategy
Critically examine the marketing strategy of Nike from a strategic perspective and inspect in depth the branding strategy of the organizations marketing strategy.
The work should well structured and has a logical and well ordered flow between issues. Language used is sophisticated and articulate. Referencing is consistent and uses the Harvard method.
A clear and sensible choice of models and concepts to carry out analysis. The models are used well and develop clear and robust analysis which shows an excellent understanding of the model and how it can be applied. There is a clear link between objectives and strategy.
A variety of sources, all of them reliable, to provide an excellent level of detail. A systematic approach is taken to the gathering of evidence and information about the company. Discussions are supported by robust evidence throughout. Excellent understanding about the organisation is shown.
The assignment has a clear focus on the question posed and answers it using sophisticated analysis and discussion. There is a clear structure and line of argument throughout the assignment. There is a clear critical discussion throughout. Excellent integration of competitive advantage with strategy.
•Briefly outline what your report is about.
•Set parameters of your report
•If a global organisation, you can focus on one area: country, product, brand etc.
•May want to look at certain time period (not too far back).
•This section should look at the objectives of the strategy you have chosen.
• This may not always be given by companies, so you could be realistic assumptions.
Examples of objectives:
Branding – brand awareness, brand repositioning etc
Number of branches
Customer acquisition, retention or extension
Brand recognition, awareness, recall, value etc
•There should be a clear focus in the report on Competitive Advantage.
•How has the organisations strategy developed/created/led to a sustainable competitive advantage?
(Sources of competitive advantages) Choose which is suitable for Nike, Actual Product, Performance, Perception of product, Low cost operations, Legal Advantage, Alliances & Relationships, Superior Skills, Flexibility, Attitude
4)(Main body) Strategy Brand positioning, brand loyalty, athletes endorsement, emotional attachment to consumers, example world cup 2014 and how nike can build upon its strong brand.
•Branding: What branding strategies have been adopted? Why did the organisation pursue these strategies? Why has the organisation focussed on developing a strong brand? What is the emotional connection with consumers? (Aaker, Chernatony, Journal of Brand Management….)
•Short summary of the report
•Pull together any threads
•Summarize any key observations, future outlook, recommendations etc.
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