NIKE COMMUNICATION STRATEGIES WORD COUNT: 4369 __ MASTER OF CONTEMPORARY FASHION BUYING CLASS 1 ANJINI V. DUGAL LISA CHRISTINE ARIANTO HWAKYEONG RHEE ISTITUTO MARANGONI 2018
INDEX 1. Introduction 2. Communication Strategy 2.1 Brand History 2.2 Communication Objectives 2.3 Brand Target 2.4 Brand Positioning 2.5 Brand Promise 2.6 Brand Personality 2.7 Brand Must 2.8 Logo & Tagline 3. Communication Mix 3.1 Paid Media 3.1.1 Print 3.1.2 TV 3.1.3 Outdoor 3.2 Gained Media 3.2.1 Media Events 3.2.2 VIP/Celebrities 3.2.3 Influencer 3.3 Owned Media 3.3.1 Point Of Sales 3.3.2 Website 3.3.3 App 3.3.4 CRM 3.3.5 Digital Videos 3.3.6 Social Media 3.4 Converged Media Sponsorship 4. Shopping Experience 4.1 Stores 4.2 Online 5. Conclusion 6. References
8. Individual Self-Reflection 8.1 Anjini.V.Dugal 8.2 Lisa Christine Arianto 8.3 Hwakyeong Rhee
INDEX
INDEX
2.4 BRAND POSITIONING
2.5
2.5 2.6
2.6 2.7
2.8
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