BRANDING

Nike's Branding Provides Competitive Advantages to the Company

[Name of the Institute]

Table of Contents

CHAPTER 01: INTRODUCTION2

1.0Background of the study2

1.1 Research Objectives4

1.2 Research Questions5

1.3 Significance of the Study5

1.4 Scope of the Study5

1.5 Practical Implications6

1.6 Selection of Brand6

1.7 Brief Analysis of the Industry6

CHATPTER 2.0: LITERATURE REVIEW8

2.1 Nike9

2.2 Brand Positioning11

2.3 The Five Stage Branding Pyramid14

2.3.1 Rational Attributes15

2.3.2 Emotional Benefits15

2.3.3 Brand Personality15

2.3.4 Positioning Statement16

2.3.5 Brand Essence16

2.4 Bottom of Pyramid Model17

2.5 Brand Insistence Model18

2.5.1 Awareness19

2.5.2 Accessibility19

2.5.3 Value19

2.5.4 Relevant Differentiation20

2.5.5 Emotional Connection20

2.7 Service Branding Model21

2.7 Brand Positioning23

2.8 History and Origin of Product Branding24

2.9 The Way the Branding Game Is Played25

2.10 Brand History of Nike26

2.11 Branding and sustainable competitive Advantage26

2.12 Brand Positioning28

2.13 Role of Advertising in Creating Brand Personalities29

2.14 Competitors' Analysis of Nike30

CHAPTER 03: METHODOLOGY31

3.0Quantitative Research32

3.1 Types of Quantitative Research34

3.2 Reasons for Using Quantitative Research34

3.3 Advantages of Quantitative Research35

3.3 Research Design36

3.4 Data Collection Methods36

3.5 Advantages of Questionnaire38

3.6 Sample39

CHAPTER 04: FINDINGS40

CHAPTER 05: CONCLUSION63

Implications of the Research67

REFERENCES69

CHAPTER 01: INTRODUCTION

Brand represents different associations that have important implications for customers. The associations represented by a brand can be good or bad. The perception of customers about those associations depends largely on their experience with the brand. When customers form positive associations with a brand, the value of a brand is enhanced. On the other side, when customers form negative perceptions or associations, the value of a brand is destroyed.

In the competitive business environment, the position of a brand in the market reflects its strengths or weaknesses. A brand consists of several different elements including colour, logo, signature, and shape. The example of McDonald will be helpful in understanding the composition of a brand. The brand consists of several symbols or elements; one of them is Ronald McDonald. The Golden Arches symbol also represents the brand.

In advertisements, brands are often associated with different aspects including ad imagery, promises, brand ambassadors, and others. The slogan of Nike is Just Do It. The slogan is communicated through all forms of marketing communications. For instance, the slogan can be observed in all billboards and television advertisements of Nike. According to some business executives, customers do not use products but they use product brands.

Background of the study

The importance of branding cannot be ignored in the overall business strategy of a company. There are several definitions and aspects of branding. The multiple definitions and explanations of branding have resulted in some misunderstanding. For many people, branding is nothing but a function of advertising. For some managers, branding is a task that has no associated with the main business. Therefore, they believe that this task is performed in isolation.

There are some important points about branding that should be kept in mind by everyone:

Branding is not limited to a set of activities. In fact, branding is a strategic effort undertake by businesses.

In order to create value, advertisements and images are not enough but branding is required.

In order to gain a competitive advantage, effective branding strategies should be designed and implemented.

Brands are cultures present in the environment.

Brand strategies must be coherent with the marketing ...