mkt 445 nike case

mkt 445 nike case - Setiadi Gunawan MKT 445 Nike Case...

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Setiadi Gunawan MKT 445 Nike Case Background Secondary brand knowledge is quite important to create strong, favorable, and unique associations or positive responses if existing brand associations are deficient in some ways. We can create secondary brand knowledge by eight different means. They are companies, countries, channels of distribution, other brands, characters, spokespersons, events, other third-party sources. In this case, I found that Nike used 6 out of 8 ways to create their secondary brand knowledge, which are companies (through branding strategies), channel of distribution (through channel strategy), co-branding, licensing, celebrity endorsement, sponsorship. Companies (through branding strategies) In 1962, the founder of this company, Phil Knight, started the company with the brand called “Blue Ribbon Sports”. Then by 1971, Knight decided to create a new and marketable brand name as the Blue Ribbon name seem too cumbersome for consumers. Jeff Johnson, the company’s third employee, suggested the name Nike. Channel of Distribution (channel strategy)
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mkt 445 nike case - Setiadi Gunawan MKT 445 Nike Case...

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