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Essay / Research Paper Abstract
The way in which a brand is promoted is part of a larger brand strategy. This 9 page paper examines the way in which Reebok is promoted in the international markets. He paper starts by looking at the theories concerning the way brand strategy may be determined and then applies this to Reebok, considering the place in the market and the way it competes with major competitor Nike. The bibliography cites 8 sources.
Page Count:
9 pages (~225 words per page)
File: TS14_TErebbrand.rtf
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Unformatted sample text from the term paper:
Ps, this is product, price, placement and promotion. The product branding strategy is reliant on the different elements of the 4 Ps and the way it is managed will reflect
the strategies chosen. If we consider the way a brand, such as Reebok is presented we can look at the way the theory of how the product would be presented
and the role of the promotion and the way it is approached by this international company. Reebok is a well known company associated with premium range sports ware. In
the past it has performed well but the market pace is changing. Recently acquired by Adidas the brand is still a separate brand and the management appears to be in
inline with the way it has been managed in the past. If we look at the way the Reebok brand is managed we can see the aspects of careful image
and presentation with the desire to make the most of the international markets and maximise the returns based on the companys own perception of that market. To consider this we
will first look at the theories considering the best way that international brands images should be managed and promoted and then apply the theory to Reebok.
When a company has an international brand the choice of the way the promotions are managed will start with the choice between a standardised strategy, where
there is the same approach in all countries, or one that is customised to the local markets. If a company chooses to
use a standardised strategy there are many benefits, the economies of scale and a guarantee of consistency are two of the principle attractions (Levitt, 1983). This will result in a
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