Topic: Nike vs Adidas
Research Paper - Exercise in Brand Strategy
This is a research exercise designed to show how the principles of brand management are used to develop more effective marketing plans and programs.
The objective of this exercise is to appreciate the importance and value of a brand to the organization and all its stakeholders from the perspective of the marketing manager. It is recommended that you get data for your report from the library, current business periodicals, the internet, and other secondary sources.
1. Each student will select two different brands in the same product category marketed to theindividual consumer. The brands could be a tangible good, (e.g. razor blades, soft drinks, computers etc.) or a service (e.g. insurance, banks etc.). No alcohol or tobacco products please. Do not use pain relievers (analgesics) or automobiles.
2. Brand Selections - must be submitted and approved no later than Midnight Wednesday of Unit 2. No two students can choose the same brands.
3. Base your analysis on the following - brand equity, brand elements, brand positioning, brand portfolio; targeting, segmentation and marketing mix.
4. Identify which brand you feel is more effective and support the reasons for your decision based on branding principles.
Deliverable
Written Report - each student will prepare a 4-5 page written analysis (plus separate cover ad reference pages). Use APA format; double-spaced; 12pt. New Times Roman font with one-inch margins. Considering this is a research paper, it is critical that you incorporate properly cited references to your external sources of credible supporting materials. You will automatically lose 20 points for non- referenced supporting material.