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Company Case Analysis Project An Enquiry into Branding at Nike 1.0 Introduction Branding is an important aspect of marketing (Ashworth and Kavaratzis, 2010). It is a central theme in the development of the marketing plan which lies at the heart of corporate strategy (Kumar, 2009).
The aim of this project is to examine Nike's branding strategy in order to identify the structure, challenges and recommendations for potential improvement. In order to attain this end, the following objectives will be explored: 1. A critical analysis of the strategy for success used by Nike over the past two decades. 2. An examination of the current challenges of the company. 3. Recommendations for the improvement of Nike's existing branding strategy 4. An identification of the branding model used by Nike which can be applicable to other companies. The report will involve a critique of the branding systems and strategies that Nike has used to attain results in its operations. It will analyse the dominant patterns and trends that are used by the company and the main approach which has resulted in the successes of Nike as a major global sports brand. The report will entail a review of the methods and approaches used by the company. The fundamental approach will be through a review of relevant literature. The review will cover the various internal dealings of the Nike and how it has paid off in the area of branding. 2.0 Literature Review This section will examine the important elements and components of the research and study. ...
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