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ID:41192944
大小:683.00 KB
页数:15页
时间:2019-08-18
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1、国贸一班:郑雅丽周丽明杨亚哲李珊珊MakinglifeConversedBrandIntroductionQuestionsDiscussionwheretogo?Part1BrandIntroductionThehistoryofConverse1908Conversebeganhisjourney1923AllStarChuckTaylorwasonthestageofhistory1986ConversewasboughtoutbyInterco1993Conversechangedhisstrategyin
2、tofashion2003ConversewasboughtoutbyNikePart2QuestionsDiscussionWhatarethecore,actual,andaugmentedproductbenefitsoftheConverseChuck?augmentedcoreactualaugmentedMeettheneedsofpersonalityProvidedifferentseriesofshoesSupplyqualityassuranceandreturnservice2.WhenCon
3、versesourcedproductionofitsshoestoIndia,itenteredintoalicensingarrangement.Whatarethebenefitsandnegativesofthataction?Doyouthinkithashelpedorhurtthecompany?Thebrand?Benefits:Negatives:2.Expandoutput3.Focusondesign1.Reducecosts1.Indirectlycontrolthequality2.Mor
4、emoneyonimprovingthesupplychannels3.Whatisthesourceofthebrandequity?4.WhatshouldNikedo?ShoulditgosecondtierwithConverse,positionitasafashionstatement,developitasaperformancebrand,orsomethingelse?Defendyourposition.TopositionitasafashionstatementPart3wheretogo?
5、BrandStrategyAstrongreturntotheclassicInnovationinmaterialsanddesignStrengtheningshopfashionsenseCreateanetworkofoutletPublicitystrategyThankyou!
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