Marketing Communications

COMPETITIVE ADVANTAGES STRATEGIC MARKETING COMMUNICATIONSNIKE hit the ground running in 80’s. The company focused on providing high-quality running shoes designed for athletes. Founder believed high-tech shoes for runners could be manufactured at competitive prices if imported from abroad. Adidas commitment to creating innovative footwear for athletes helped it build a following among Ghanaians.  NIKE believed in a “pyramid of influence” in which the preferences of a small percentage of top athletes influenced the brand choices of others. From the start, its marketing communications campaigns featured accomplished athletes. Ibrahim Hassan, the first spokesperson, had an attitude that matched the company’s spirit....