Please use this identifier to cite or link to this item:
https://www.um.edu.mt/library/oar/handle/123456789/79188
Title: | Nike 'Just Does It' : a benchmark of success for present and future sports companies |
Authors: | Grech, Xandru (1998) |
Keywords: | Nike (Firm) Sports Business enterprises Brand choice |
Issue Date: | 1998 |
Citation: | Grech, X. (1998). Nike 'Just Does It' : a benchmark of success for present and future sports companies (Bachelor’s dissertation). |
Abstract: | Nike is examined as the prototype of a sports company which understands and courts consumer psychology. It does this globally, not only through its excellent products, but also through advertising which is simultaneously original, aggressive, seductive, multi-dimensional, prestigious - and which transmutes product to brand, brand to cult. Performance, authenticity, commitment, innovation and teamwork are the Company's hallmarks. Its slogan 'Just do it' is equivalent for modem youth to the magic formula 'Open Sesame'. Its sponsorship transforms talented athletes into superstars, as if by the mere swoosh of its logo. The story of Nike is a modern fairy-tale. |
Description: | B.COMMS.(HONS) |
URI: | https://www.um.edu.mt/library/oar/handle/123456789/79188 |
Appears in Collections: | Dissertations - FacMKS - 1988-2012 Dissertations - FacMKSMC - 1992-2014 |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
B.COMMS.(HONS)_Grech_Xandru_1998.pdf Restricted Access | 6.36 MB | Adobe PDF | View/Open Request a copy |
Items in OAR@UM are protected by copyright, with all rights reserved, unless otherwise indicated.