Fadillah, Dani and Hao, Dong and Long, Bai (2021) The New Strategy of Nike Corporate Communication in Efforts to Build a New Corporate Image. [Artikel Dosen]
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Abstract
This study aims to examine the uniqueness of the corporate communication carried out by Nike when the well-known brand competes to sign a contract with athletes who reach their peak performance to promote its apparel. However, Nike signs contracts with players when they are still rising stars and then leaves them. Nike does something that well-known brands do not usually do. Normally, they compete to attract stars who are in their golden age. This research was conducted using a qualitative approach through case study research. The materials of this research were obtained by conducting a literature review, matters related to the Nike author's boredom collected from various sources, and reviewed using corporate communication logic. The results of this study indicate that Nike's steps are aimed at creating a new impression without leaving the old self-image.
| Item Type: | Artikel Dosen |
|---|---|
| Keyword: | Strategy of Nike; corporate communication; football star; corporate immage; golde age |
| Subjects: | H Social Sciences > H Social Sciences (General) Q Science > Q Science (General) |
| Divisi / Prodi: | Faculty of Letters (Fakultas Sastra) > S1-ilmu komunikasi |
| Depositing User: | Dani Fadillah |
| Date Deposited: | 10 Feb 2025 01:32 |
| Last Modified: | 10 Feb 2025 01:32 |
| URI: | http://eprints.uad.ac.id/id/eprint/80173 |
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