Internally Identity Katz often mentions in his time spent with Phil Knight, that Knight has a great sense of identity, association, and ownership with the brand itself (Katz 1994). Not only that, but also organizational members, workers, and players sponsored by Nike felt a great sense of identity with the brand. ... Corporate stories are another road that communication travels on. ... These stories go from person to person through the grapevine. While they are rarely stories that are shared in a large audience corporate setting, they are passed down from older members within the organization...

• Word Count: 7323
• Approx Pages: 29

EXECUTIVE SUMMARY Is Bisleri better than Bailey mineral water? Is Surf better than Sunlight washing powder? Probably not. But a company's brand has the power to differentiate its products or services from those of its competitors - even when those products or services are exactly the same. And when 70% of the customers are willing to pay a premium for the branded commodities of their choice, a strong brand is a company's most valuable asset. ...

• Word Count: 3659
• Approx Pages: 15
• Grade Level: High School

Executive Summary This thesis sets out to investigate the effect of participation in motorsports on the image of a company. The focus in this investigation lies on the effect for companies that participate in Formula 1. The research looks at three different items that can influence the image: brand fit, brand involvement and popularity of the sport. Another factor investigates the moderating effect that the influence of the image of the sport has on the three items under investigation. These issues where investigated using an online questionnaire. ...

• Word Count: 9844
• Approx Pages: 39