Essays on Swoosh

<<FName, LName>> <<Class>> <<Professor>> <<School>> <<City>>, <<State>> <<Date>> Strategic brand management refers to the evolution of brand characteristics that build authenticity, assurance and emotional bonds with customers that ultimately result in value creation and building of social interactions and behavior (Rosenbaum-Elliot et al., 2011).

Understanding customer problems and making efforts to solve those problems form the core of marketing strategy (Alexander, 2015).

Customers are swayed by social and behavioral impulses leading to purchases which either solve a problem or meet their unique need. For this discussion we will evaluate the strategic brand management of Nike. The ...

Companies should inflict western values and their own corporate values in countries where they outsourced their production, because they are a part of complex interconnected production network. It would be unfair to divide people by their nationality and citizenship and apply different standards according to the geographic location and place in the value chain. At the same time, it is clear that Nike and other global companies cannot apply similar business practices in developed and developing countries due to differences in business culture, level of economic and social development, etc. Therefore, companies should strive for corporate social responsibility, which ...

Differentiation Strategy

Differentiation strategy by Nike is used to gain market share advantage in the broad foot ware market. Aside from foot wear, the company boasts of products such as clothing, equipment, and even accessories. The strategy is achieved by producing consumer goods and services that customers perceive to be of high quality or have added unique features. This has been achieved by the company innovating state of the art athletic shoes that are publicized through dramatic “guerrilla” marketing (Marca, 2001). Marketing of the different products is designed to coerce customers that Nike’s shoes are not only superior but also a ...