Running head: STRATEGIES TO GROW A BRAND
Strategies to Grow a Brand
STRATEGIES TO GROW A BRAND
Over the years, Nike, Inc. has remained one of the most successful brands in the sporting
industry, specializing in the production of sports ware and other apparels (Larson, 2011).
Compared to rivals, the Nike rand is relatively strong and is highly recognizable in the market
today. However, there are several marketing strategies which can be institutionalized to make the
brand more recognizable and successful than it is already is. Following the development of the
new slogan “KEEP WINNING” and the new logo which depicts the company in a more sporting
way than it is already is, several strategies can be adapted to extend the brand and build its
architecture is a more solid and recognizable way. By definition, a brand architecture is an
integrated system of names, symbols, colors, and visual vocabulary that caters directly to your
customer’s thought process. To build a brand architecture, Larson (2011) note that it is essential
for a business to undertake a customer awareness research to understand their preferences and
experiences. Through marketing research, a business can know and understand its customers
across different demographics and geographical areas. This is through understanding how
customers make their decisions, what the brand speaks, and what the customers believe.
The Concept of Brand Architecture
According to Hsu, Fournier, and Srinivasan (2016), brand-architecture strategy relates to
how an organization organizes its brand portfolio as well as determining the different number
and roles of brand names that a company uses for its range of products and the target groups or
target market. Brand architecture is regarded as being cost-effective and can help booster
marketing activities through accurate brand positioning. Brand architecture is broadly classified
into four categories. These include the master brand, the sub-brand, endorsed brand, and the...