............................................................................................5
3.3 Target market...........................................................................................................................5
3.4 Competitor analysis.................................................................................................................5
3.4.1 Brand image................................................................................................................... 5
3.4.2 Target market .................................................................................................................6
3.4.3 Product features..............................................................................................................6
4.0 Branding Strategy........................................................................................................................7
4.1 SWOT analysis........................................................................................................................7
4.1.1 Strength...........................................................................................................................7
4.1.2 Weakness.........................................................................................................................7
4.1.3 Opportunity ....................................................................................................................8
4.1.4 Threat..............................................................................................................................8
4.2 Evaluation and analysis............................................................................................................9
5.0 Recommendation .........................................................................................................................9
References.........................................................................................................................................125.0 Recommendation
Brand extension theory refers to the use of an already successful brand to launch another new or improved product of the same brand (Lim, Kim, and Cheong, 2016). The main advantages of this strategy include reducing communication and promotional costs of new products, speeding up customers’ acceptance of new products (Wong, Li and Yeung, 2015). Nike's making use of the influence of its own brand to launch sports accessories, which is a practical application of brand extension theory. In order to investigate the views of consumers for sports accessories, the author investigated six Nike consumers by questionnaires. The survey also showed that six respondents said that they welcomed the introduction of Nike sports accessories, including necklaces, earrings, bracelets, etc. They believed that wearing sports accessories would be helpful with their taking exercises, and it would make them look cool. Nike brand has a strong influence and the existence of consumer demand for sports accessories is the strong guarantee for introduction of Nike's sports accessories, the following are the tentative recommendations on the implementation of Nike's brand extension strategy.
Judging from its products, first, Nike's accesso
