Reference no: EM132068266

In this assignment, you are asked to explore the Nike brand and compare it to its greatest competitor. The purpose of doing this is to examine what makes a brand more powerful than another. Start this assignment by reviewing the Nike Web site, then respond to the following: Who are the major competitors for Nike? Of those competitors, choose one that you believe presents the greatest threat. Describe the characteristics that comprise the competitor's current persona. Fill out this chart as it relates to Nike and the competitor you chose. 1. Salience - What brands of product or service category can you think of? Have you ever heard of these brands? How frequently do you think of this brand? 2. Performace - Compared with other brands in the category, how well is this brand provide basic functions of the product or service. How reliable? How durable? 3. Imagery - To what extent do people you admire and respect use this brand? How much do you like people who use this brand? What places are appropriate to buy this brand? 4. Judgements-Quality -What is your overall opinion of this brand? What is you assessment of the product qualilty of this brand? how good value? Credibility- How knowledgeable are the makers of this brand? How innovative are the makers of this brand? Cosideration- How likely would you be to recommend this brand to others? Which are your favorite products in the brand category? How unique is this brand? 5. Feelings- Does this brand give you a feeling of warmth, fun, security, excitment? 6. Resonance-Loyalty, Attachment, Community, Engagement- I consider loyal to this brand yes/no, i buy the brand whenever I can, i really love this brand and would miss the brand if it went away. I really identify people who use this brand? I really like to talk about this brand to others. Evaluate Nike's brand image and make recommendations on how it can maximize the brand further.