<<FName, LName>> <<Class>> <<Professor>> <<School>> <<City>>, <<State>> <<Date>> Strategic brand management refers to the evolution of brand characteristics that build authenticity, assurance and emotional bonds with customers that ultimately result in value creation and building of social interactions and behavior (Rosenbaum-Elliot et al., 2011).
Understanding customer problems and making efforts to solve those problems form the core of marketing strategy (Alexander, 2015).
Customers are swayed by social and behavioral impulses leading to purchases which either solve a problem or meet their unique need. For this discussion we will evaluate the strategic brand management of Nike. The ...
