Also there is a huge risk when company is putting its brand image in the hands of a few. The negative actions of the athletes can have a negative impact on the company.
1.2 If I were Adidas, I would compete with Nike by differentiating Adidas Brand from that of Nike. My marketing strategy would be to stress on producing great shoes on an international scale not just for sportsmen but for everyone and everyday use. I would create a point of difference between Nike and Adidas, and cater to a larger audience.
2.1 Building a brand in a business-to-business context is very different from doing so in the consumer market. The markets of the two are very different. B2C is product driven and a brand is built / created through imagery and repetition. The buying decision in B2C is emotional influenced and depends on factors such as price, desire and status. On the other hand, B2B market is relationship driven and the target market is focused and small. Brand is built through personal relationship. The business decision is a rational one and based on the value that the product creates for the company. Hence, building brands in the two are very different.
2.2 Yes, Cisco’s plan to reach out to consumers is a viable one as it is using integrated techniques to reach its customers. It is using a number of marketing activities to communicate and create value. Also, Cisco efforts are focused on connecting and associating with its consumer base. Cisco is attempting not only to promote itself but also the whole sector and in doing so is creating a niche for itself.
4.1 Customer service is an attitude. It’s not just doing things but building an attitude that keeps the customer happy. Nordstorm has developed attitude to a great extent and has been very successful. It can continue to provide exceptional customer service by making the customer feel important. Until now Nordstorm’s strategy has been a