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• What is a brand? Its more than a logo… (Davidson, 1997)
• A brand is a type of product manufactured under a particular name.• “a brand is a cluster of functional and emotional values that
enables organisations to make a promise about a unique and welcomed experience. (de Chernatony, McDonald and Wallace, 2011, p31)
• As well as it being “a name, term, sign, symbol, or design … to differentiate them from those of competitors.” (Kotler, 1991. p442)
• Elements of a brand • The promise – what customer get• The perception – what do they think they get• The expectations – what is delivered• The persona – the brand as a person• The elements – packaging, logo, materials
Brand Overview
Brand Appearance
Brand Name/Logo
Brand Associations
Brand Identity/Image
Brand Relationships
OwnershipTrademarkDifferentiated on performanceDifferentiated on quality
Brand Name/Logo+ Packaging
Brand Appearance+Added-value+Brand Attributes+Benefits
Brand Associations+ Brand Personality
Brand Identity/Image+ Brand Attributes
Evolution of the Branding ConceptProducts:• Can Be Copied and Replaced
but Brands Are Unique• Can become obsolete but
brands can be timeless• Are instantly meaningful but
brands become meaningful over time
Commodities:• Are largely undifferentiated
products that offer little or no perceived differences between competitive offerings
• With little or not differentiation consumer shop for commodities primarily based on prices
• Commodities are easily interchangeable
Lovemark:• Transcend brands• They deliver beyond
expectations of great performance
• They reach the consumers heart as well as your mind, creating an intimate, emotional connection that customers just can’t live without.
Industry:• Sporting Apparel & Footwear • Their Main Competitors Include:
Market Sector & Competitors
UA Net worth: $1.05 billion (Forbes, 2015)
UA Net Revenue Figures:• 5-year compound growth rate of 29.2%•$1.06 Billion 2010 to $3.08 Billion 2014• Apparel constitutes 74.3% of overall revenueMarket Share:• In 2014 UA overtook Adidas to become the 2nd largest sporting goods company in the US market.• Nike maintained their dominance in the market, generating over 4 times the revenue of UA.
• Competent• Excitement• Toughness
• Innovation• Inspiration• Reliability• Integrity
• Quality Orientated• Confidence• Healthy & Active
• Underdog• Hungry and Competitive• Determination
• ‘I Will’ Campaign• ‘Protect This House’
• Baselayers• Market Leading Technology• Embracing new sports
Physique
Relationship
Reflection
Personality
Culture
Self-image
Exte
rnalis
ati
on
Picture of Sender
Inte
rnalisa
tion
Picture of Recipient
Brand Identity Prism
Hexagonal Identify Prism Model (Jean-Noel Kapferer, 2004)
(Aaker & Joachimsthaler, 2000, p.105)
Brand Relationship Spectrum
Brand Relationship Spectrum
Branded House
Sub-brands Endorsed Brands
House of Brands
Same Identity
DifferentIdentity
Master Brand as
Driver
Co-DriversStrong
EndorsementToken
Endorsement
Linked Name Shadow
EndorserNot
Connected
Tide(P&G)
Hotpoint(GE)
GE CapitalGE
Appliances
HP DeskJet
Obsession by Calvin
Klein
DKNY
STRENGTHS• Strong Brand Identity• High Quality Apparel• TV Campaigns & Interactive
Website• New Innovative technology
(materials)• Increase in Market Share • International expansion• Well defined target market• Brand Loyalty• Athletes and Team sponsorships• Brand Equity
OPPORTUNITIES
• Increase Product Stream• New Innovative Technology
(material)• Increase in Market Share (E.g. New
Sports)• Further International Expansion• Well Defined Target Market
WEAKNESSES
• High price• Narrow Media Focus (Male
Orientated) • Small Total Sales and Net Income
compared to rivals• 7.27% of Sales come from
2 Distributors; Dick’s and The Sporting Authority
THREATS
• Substitute products• Encroaching New Competitors • Size of Competitors • Product Demand • Loss of Brand Identity in
Expansion
SWOT Analysis
• Aaker, D. (1991). Managing brand equity. New York: Free Press.• Aaker, D.A. (1996) Building Strong Brands. New York: Free Press.• Aaker, D.A. and Joachimsthaler, E. (2000) `The Brand Relationship Spectrum: The Key to the Brand Architecture Challenge',
California Management Review 42(4): 8-23.• Aaker, D. A. (2002). Building strong brands. London, England: Simon & Schuster.• Aaker, J.L. (1997) Dimensions of brand personality. Journal of Marketing Research, Vol 34, pp. 347-356.• Burmann, C., & Stolle, W. (2007) Markenimage – Konzeptualisierung eines komplexen mehrdimensionalen Konstrukts,
Working Paper 28, Chair of Innovative Brand Management, University of Bremen.• Chernatony, L, D., & McDonald, M. (1994) Creating Powerful Brands: The Strategic Route to Success in Consumer, Industrial
and Service Markets. Oxford, UK: Butterworth Heinemann. • Davidson, J. H. (1997) Even More Offensive Marketing: An Exhilarating Action Guide to Winning in Business. London:
Penguin Books.• De Chernatony, L., McDonald, M., & Wallace, E. (2011) Creating Powerful Brands, n.p.: Amsterdam ; Oxford : Butterworth-
Heinemann, 2011.• Dodni, D. and Zinkhan, G.M. (1990), “In Search of Brand Image: a foundation analysis”, Advance in Consumer Research, vol.
17, p. 110. • Gladden, J, & Funk, D 2002, 'Developing an Understanding of Brand Associations in Team Sport: Empirical Evidence from
Consumers of Professional Sport', Journal Of Sport Management, 16, 1, p. 54.• Henderson, P.W., & Cote, J.A. (1998). Guidelines for selecting or modifying logos. Journal of Marketing, 62(2), 14–30. • Jobber, D. (2010) Principles and Practice of Marketing. 6th Ed. McGraw-Hill.• Kapferer, J.N. (2004). The New Strategic Brand Management: Creating and Sustaining Brand Equity Long • Term. London: Kogan Page.• Kapferer, J. N. (2012) The New Strategic Brand Management: Creating and sustaining brand equity long term 4th Edition.
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Konzepte, Instrumente, Praxisbeispiele, 10. Auflage, Wiesbaden .• Sirgy, M. J., (1980), "Self-concept in relation to product preference and purchase intention." In D. Ashton (ed.), Development
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