Subject Index
 

This Agency Profile provides key details and analysis of Wieden & Kennedy, including its latest activities, market position, financial performance, Brands, structure and history, together with onw ...

Nike was seeking to become the number one player in the women's sportswear category. To do this, it needed to inspire all women to feel like athletes - and it decided to use dance as the vehicle to co ...

The campaign was to raise awareness for and increase sales of Jordan Brand's inaugural Jordan Lifestyle apparel collection, which hit the market in Fall of 2005. After its peak in the 1990s, the Jorda ...

Japanese electronics company Sharp Corp. had experienced limited success in television manufacturing and was a lackluster brand in the United States until a change in leadership in the late 1990s resu ...

When Electronic Arts (EA) held the position as the world's largest independent video game publisher in 2003, a bilateral effort was made by Take-Two Interactive Software and Sega of America to ...

For much of the twentieth century Miller High Life had been the flagship brand of the Miller Brewing Company (which became SABMiller plc in 2002) and one of America's best-selling beers, but ...

Of all of the commercials Michael Jordan had done for Nike, Inc., he was most proud of the 1997 spot that took a glimpse at his humanness. The commercial, filmed in a nine-hour shoot at Soldier Field ...

Nike, Inc., the sports-shoe manufacturer whose use of celebrity athletes as endorsers had helped it become the dominant American brand in its category, began focusing an increasing amount of its mar ...

Going into the summer of 1997, Nike gave its advertising firm, Portland, Oregon-based Wieden & Kennedy, an "emergency assignment," according to Jimmy Smith, a copywriter for ...

"Just Do It" became one of the most recognizable catch-phrases in advertising. It belonged to Nike Inc., the Oregon-based company that dominated the athletic footwear and sports app ...

Nike Inc., based in Beaverton, Oregon, and the world's leading manufacturer of athletic footwear, premiered its "Move" television spot in early 2002 during the Winter Olympics i ...

In 2002, before ever playing an NBA game, basketball prodigy LeBron James had secured a $90 million endorsement deal with the world's largest athletic company, Nike, Inc. The Zoom LeBron bask ...

Tiger Woods was one of the most acclaimed golfers in the world before he ever took a single swing as a professional. Nike, Inc., the footwear and apparel giant known for its industry-defining advert ...

In 1998, Miller Brewing wanted to revive interest in its flagging High Life brand. Once, its flagship brew, Miller High Life now lagged third behind Miller Lite and Miller Genuine Draft. The company l ...

Microsoft Corporation, the world's largest software company, signaled a new direction for its massive branding campaign "Where Do You Want to Go Today?" in the fall of 1998, ...

One of the world's best-known carmakers, the Honda Motor Company, Ltd., had popularized economy and midsize cars for decades. In 2003 the company struck out in a new direction when it began sel ...

In 2002 Honda Motor Company was the number-three Japanese automobile manufacturer in the world, behind Toyota and Nissan. While Honda's automobile sales in Japan and the United States were cons ...

Beginning with its 1979 cable-television launch, ESPN, Inc. (then officially known as Entertainment and Sports Programming Network), strove to build a brand that was synonymous with sports. After pr ...

ESPN was launched in 1979 in Bristol, Connecticut, as the first cable television channel devoted exclusively to sports, although it had limited access to sports programming. One way to fill airti ...

This entertainingly written case study describes how Honda’s brave approach succeeded in increasing sales by 28% and delivering an incremental £84m in profit. The style of the paper is as original and ...

Describes the inspiration and planning for the Honda campaign 'The Power of Dreams'. Honda cars were bought because of quality engineering but lacked a clear brand image. The slogan was found to expre ...