Sladění mezi globální identitou značky a lokální image značky: Studie maloobchodního prodeje licencovaných produktů Nike v Praze

The goal of this research project has been to identify whether Nike's brand is successfully communicated as intended through retail locations managed by a licensee. In order to do so, three retail locations (Nike Na Příkopě, Smíchov, and Zlíčín) run by Retailors in Prague have been selected. Three methods were used to collect the required information; an online survey of 83 customers who had visited these retail locations in the last six months, interviews with nine employees from all three retail locations, and personal observation of each retail location on multiple occasions. Each store visually represents Nike's brand effectively. However, this breaks down once a customer requires assistance from a member of staff. These findings also reveal that interactions with workers create an inconsistent brand experience. Of the three retail locations, Smíchov appears to struggle most to ensure its customers receive a reliable brand experience, whereas Zlíčín provides the most consistent experience. Although this may initially seem like an employee issue, the results clearly show that the employees working within these retail locations understand the brand and genuinely care about it. Rather than being an employee issue, the findings suggest that the primary problem is the insufficient number of employees working during peak shopping hours. As a result, a decision often must be made between providing sufficient support to a single customer and maintaining control over the floor. Therefore, the structural void identified through this research project presents a recommendation for both Nike and Retailors to work towards addressing this issue.