BUSINESS BRAND MANAGEMENT AND RESEARCH

Business Brand Management and Research



Business Brand Management and Research

Introduction

A brand is not only the logo of an organization nor the image character. A brand is not product, service or the jingle of advertising campaign. A brand is not even organized by any organization; rather, a brand is a compilation of observations that exist in the mentality of customer. It is the feeling of customer about the company or its brand. All interactions that customer has with company manipulates their perception.

Company's task is to cultivate, protect and maintain a strong brand return, which is always a loyal customer and customer preferences, increasing. A good brand is to convey what it represents, and to distinguish it from its competitors that it is itself a clear message. To convince the market of a good brand, their brand of life will be attached to better that, without it, their lives will be greatly lack. Experience in your point of contact for each customer should seek to strengthen the same, consistent information. Implementation involves three elements of development, the importance of these elements as a means of education of staff and management; elements of the installation (Birkin, 1994, 56). In further discussion we select Nike for brand assessment, effectiveness and evaluation of its product value, image and positioning.

Company Profile

Nike was formed in 1962 by the partnership of two friends Phil Knight and Bill Bowerman. Company's modest goal was low cost, high-quality Japanese sports shoe distribution, in an attempt to break the domestic industry with the German rule of U.S. consumers. Today, in 2010, the Nike Company not only manufactures and markets a global market, every price point business of sports shoes, but more than 40% of sales come from apparel, sporting equipment and auxiliary enterprises. Nike maintains more than 100 countries and their main target market areas of traditional and non-traditional distribution channels: the United States, Europe, Asia and the Pacific, United States (Gregory, 2003, 56).

Products

Our main focus is on product design and movement and / or ride (s) footwear. We also sell athletic footwear products bearing a trademark of many of the same style and brand. In our new product information, we sell the performance of the Nike brand equipment lines, including sports balls, watches, eyewear, and skates, bats and sports equipment (Klein, 2000, 62). We also use the following wholly owned subsidiaries to sell more goods and raw materials related to sports: Cole Han company holding company, Nike, sports teams, Nike Housing Bureau, Inc. and Bauer NIKE Hockey Inc., our most popular Product categories include:

* Run

* Basketball

* Cross-training

* Outdoor activities

* Tennis

* Football

* Baseball

* Football

* Bicycle

* Volleyball

* Wrestling

* Cheerleading

* Water Sports

* Racing

* Other sports and recreational purposes

Challenges

The next biggest challenge will be hard to maintain business and financial measures to implement in the next few years. We maintain our inventory levels low enough to enable us to adapt to rapidly changing market ...