With the changing times . The " brand " is increasingly important issue to many enterprises. To establish a good "brand" can strengthen corporate image, core values , differentiate competitors and enhance revenue . In order to measure the value of the brand , the concept of " brand equity " to be presented in a number of earlier studies, the brand is seen as a corporate asset , but also for the companies to give consumers a cognition of the product or service.
The best knowing in the sporting goods industry leading enterprises -Nike, which ranked by Interbrand in 2013 ,finishing the top 24 ranked brands in the world , with 17 billion dollars in brand value , Nike is always famous for creative and full of rendering force marketing strategies , this study will be discussed for this case , trying to figure out how to make a business successful brand marketing strategy and further build brand equity , enhance brand value.
In this study, by using Aaker’s brand equity model , combined with Keller’s brand equity marketing strategy to develop study stucture and take the case study (case study), the use of in-depth interviews and secondary data collection to clarifying the supply side and the consumer view , and then discusses the title: “how the impact of marketing strategies on building brand equity –case study of Nike”
The study 's main conclusions are summarized as follows :
1. The foundation of building brand equity is a good product and service . Enterprises must be able to find the demand of market ,produce high- quality products in order to enhance value of the brand. Customer’s brand identity derived from the basic product experience, which will turn into brand loyalty , and thus enhance brand equity .
2. Through the story of marketing , corporate can show consumers about brand .
In homogenization serious market, products imitate each other. How to transmit the brand differentiation to consumers must use the way of tell story.The story can combined the brand features, advantages and core concepts ,then use the story to successfully communicate to consumers.
3. The key on building brand equity is the use of interactive marketing strategies . Have a good product and price strategy can establish customer’s first impression of the brand , then the brand concept to convey through the diffusion path strategy and thus enhance the visibility. At the last, use the integrated marketing communications strategy to communicate with consumers, to build the brand on the mind of consumers.