Question
introduction for Nike brand Overview of Nike : What industry does the brand operate in? What geographical markets does it serve? What size is the
introduction for Nike brand
- Overview of Nike : What industry does the brand operate in? What geographical markets does it serve? What size is the brand (is it the market leader or a small, local brand?)
- A description of how consumers think, feel and act towards the brand using Keller's brand resonance model
- Analysis of brand positioning
- Summary of key dimensions of brand performance to measure:
- Needs satisfied/category
- Performance and imagery associations (including POP and POD)
- Judgments and feelings
- Resonance
- Brand usage
- i.Justification of questions for each measure
1.Brand awareness(1-3 questions)- your choice of any/all brand awareness measures (seeRomaniuk, Wight and Faulkner, 2017)
2.Brand performance and imagery (1 question)-MUSTuse a pick-any brand attribute association measure (pick 8-10 attributes to test, which are a mix of POP and POD for your brand) (seeDreisener and Romaniuk, 2006)
3.Brand judgments and feelings (3-4 questions)- your choice of scale and/or ranking measures (seeDreisener and Romaniuk, 2006)
4.Brand resonance (1-2 questions)- your choice of scale, ranking or pick-any brand attribute association measure (seeDreisener and Romaniuk, 2006)
5.Brand usage(2-3 questions)- past purchases and frequency of purchases relative to competitors (seeRomaniuk and Nencyz-Thiel, 2013)
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