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Nascar Case Analysis

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Nascar Case Analysis
NASCAR: A Branding Success
A Case Study
Prepared by Narek Nersisyan Melkon Bakhshetsyan Arpine Manukyan Levon Baghdasaryan Instructor Dr. Armen Tashchian American University of Armenia

TABLE OF CONTENTS
History---------------------------------------------------------------------------------------------------------------------------4
Situation analysis--------------------------------------------------------------------------------------------------------------4 Strengths----------------------------------------------------------------------------------------------------------------------5 Mass media coverage-----------------------------------------------------------------------------------------------------5 Branding partnership----------------------------------------------------------------------------------------------------6 Brand loyal customers---------------------------------------------------------------------------------------------------6 Brand equity---------------------------------------------------------------------------------------------------------------6 Innovation – Chase for the Cup Championship--------------------------------------------------------------------7 Long experience-----------------------------------------------------------------------------------------------------------7 Customer understanding------------------------------------------------------------------------------------------------7 Weaknesses-------------------------------------------------------------------------------------------------------------------7 Benevolent dictatorship--------------------------------------------------------------------------------------------------7 Too much financial dependence from sponsors---------------------------------------------------------------------8 Lack of driver
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