BRAND MANAGEMENT

Each person will submit a 2-3 page write-up, either single or double-spaced, providing your individual analysis of the case, and specifically answering the questions listed below. Your submissions should adequately represent your understanding of the case and your thoughtful and thorough interpretation of what ASICS should do as a brand. Though not required, feel free to use and cite other sources (your textbook, online research, etc.). The case is an individual assignment.

ASICS case questions

  1. The company is considering changes to their marketing mix for the core ASICS brand. What would you recommend in terms of:
  2. Product lines
  3. Channels
  4. Communications
  • Provide a detailed analysis/observations on one (either) of the two decisions below:
  • Acquiring the app RunKeeper
  • Launching the lifestyle brands (Tiger)

Be sure to opine on your recommendation and provide supporting evidence.

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