Diagnostic Export Nike

service characteristics. Evidently, it is an appealing idea with its distinct image and superficial competitive advantage, which offers added value to a product and/or service beyond its standard physical features. Prominent brands such as Coca Cola and Nike are globally recognizable. McDonalds and Shell are two of the world’s leading brands, familiar to nearly 90% of the world’s inhabitants. These are surpassed only by the rings symbol of the Olympic association (Morgan and Pritchard 1998: 140). Sony