Question

Choose two brands and Identify how the following brands practice
Relationship Marketing.

Answer 1

Answer:

Nike uses a mix of relationship and relationship marketing. Nike as a global brand is in the maturity phase of the product life cycle. At this level, relationship marketing aiming at customer retention and loyalty is most suitable. On the other hand, Nike constantly released new products.

Nike is an expert in brand building, the catch phrase “Just do it” has become more of an idiom than an advertising slogan.

The objective is to make to customer want to become part of the story, which of course can only be achieved by buying Nike products. Moreover Nikes extensive use of celebrity endorsement has helped to establish a strong brand identity and brand personality.