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What have been the key factors for Nike?
(a.) Celebrity endorsement is the key factor. Nike management has been finding the right synergy between celebrity and product. There’s one fact that advertisers need to keep in mind when using celebrity endorsements and that is to never let the celebrity become your brand. If so, you’ll run the risk of killing the brand no sooner has the hype around the celebrity faded. It’s also important to be clear about why a brand should use a celebrity so unacceptable quality cannot be masked by a celebrity presentation. Is it to boost sales or to boost image it’s about selecting a spokesperson whose characteristics are congruent with the brand image.
(b.) Competitive Intelligence Business intelligence has become a big principle in industries throughout the years. The important part of the success was due to the far-sight of Nike’s management team. Nike’s CEO knew what runners wanted for their shoes and had made a very......

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