introduction for Nike brand

1. 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?)
2. A description of how consumers think, feel and act towards the brand using Keller's brand resonance model
3. Analysis of brand positioning
4. 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

1. 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)