Exhibition Assignment Module: Brand Equity
Langkos Spyros M.Sc Marketing Management
be your own revolution
the b r a n d n a me
1908 the Rubber Shoe Company
Be independent enough not to follow every other company in everything they do !
the logo
the history
16-24 Highschool With poarents
You want to change the world‌your sneakers can help you get there!!!
expressive happy convenient 25-35 higher education rent
original spontaneous eighties 35-55+ post-graduate own house
USP
Comfort l Stylish l Casual l Affordable l
r e la tion s hip - e n g a g e me n t . .
our f r ie n d - the c on s ume r
Stylish Canvas Trendy
brand identity prism (kapferer)
a c a d e mic mod e ls
• Physique don’t follow the crowd, rebel against conformity
• Personality cool, fun, creative, edgy, bold • Culture iconic footwear, basketball, urban, unconventional, distinctive
• Relationship friendly, personal, connectivity • Reflection expression, health & fitness, celebrities, community, socialized
perceptual map
• Self image good experience, freedom, part of something bigger, not sitting still
brand pyramid
RESONANCE trend, socialy active, affordable
JUDGMENTS loud, synthetic, durability, smell ugly
PERFORMANCE to the point, simple, loyalty
FEELINGS libaration, hustling, rightfull, adrenaline
IMAGERY bold, memorable, creative, crafty
SALIENCE heritage, reputation, accessible, charitable
Commercial awareness
Athletes – Musicians – Skaters – Students product
Celebrities
Walk your own verse
P e r c e p tion s
‌the Future Revolution !
ellion distinct reb
Express yourself
y something new through CultuRe - tr lour Show your mood - co Writing, sport Art, Music, Creative e - accessories Clothing - stle styl Teach/inspire others tters! your opinion - it ma now! Get outside, escape be individual go against the crowd teem improve your self es self relax - be yor your
exhilarating experiences social connectivity enhancement of ph
ysical well-bein g
look to find individual identity
Be a rebel
Start a trend, Look & FEEL unique themselves Inspire others to be liberation Break the rules u Do something for yo ch Break away from te ormity Escape Everyday conf Break the mould Be surprising.
Be sociable
Be active
improve FITNESS & WEll-being Seek thrills feel the adrenaline buzz meet new people team sports get creative with yo ur surroundings Embrace new fITNES S Tech get involved. don*t si t on the sidelines Explore the city you live in
not trying too hard
refuse to accept
rebelling against conforming
convention encourage physical interaction
lture social urban cu
Converse S ocial
Converse Revolution
noticed not to go un
Through cultural act ivities Connect with people not comp Compete or work toge ther get outside of the vi rtual world create/share memori es give and receive, he lp others re-connect with lost friends build/strengthen frie ndships pass on wisdom
References • www.converse.com • www.trendwatching.com • Google news archive • Now & Next (2010): “Converse Timeline”. www.nikebiz.com/media/pr/2008/02/documents/converse-timeline • www.flickr.com • www.conversestore.net • www.footasylum.com • Mintel (2006): “Converse booms with Nike collaboration”. • Google images • www.dribbble.com
thank you !!!