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what is branding <---

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  • 15
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  • Transcript

    • 1. Different brands
    • 2. Group Members
      • Aqib Farooq
      • Saurabh Diwan
      • Harshpreet Singh Mehta
    • 3.  
    • 4.
      • Livestock branding , the marking of animals to indicate ownership
      • Human branding , as body modification or punishment
      • Branding (BDSM) , bonding of the partners and marking of a submissive
      • Wood branding , permanently marking, by way of heat, wood (also: plastic, cork, leather, etc.)
      • Vehicle title branding , a permanent designation indicating that a vehicle has been "written off"
      • Brand , a name, logo, slogan, and/or design scheme associated with a product or service
      • Brand management , the application of marketing techniques to a specific product, product line, or brand
      • Nation branding , the application of marketing techniques for the advancement of a country
      • Personal branding , people and their careers marketed as brands
      • Co-branding , associates a single product or service with more than one brand name
      • Branding agency , a type of marketing agency which specializes in creating brands
      • Faith branding , the application of marketing techniques to religious institutions or individuals
    • 5.  
    • 6.
      • 1962 : Phillip Knight, a Stanford University business graduate and former member of the track team, arranges to import athletic shoes from Japan and sell them in the U.S..
      • 1964: William Bowerman becomes a partner by matching Knight's investment of $500.
      • 1969: It now has several stores and 20 employees; sales are close to $300,000.
      • 1971: Nike, capitalizing on the Greek goddess of victory. The first Nike product sold with the new symbol is a soccer shoe.(Creation of the swoosh logo)
    • 7.
      • 1978: The company changes its name to Nike.
      • 1980: Nike goes public, offering shares of stock.
      • 1990: Nike files suit against competitors for copying the patented designs of its shoes, and also engaged in a dispute with the U.S. Customs Service over import duties on its Air Jordan basketball shoes.
      • 2001: Nike opens its first Nike Goddess store, a unit targeting women, in Newport Beach, CA.
      • 2003: Nike purchases Converse Inc.
    • 8. Michael Jordan
      • Put Nike on the map
        • 1984-1985 Nike saw a decrease in their earnings for the first time ever
        • Influenced them to make their first specialty basketball shoe
        • Since then, Michael and Nike together have generated billions of dollars in revenue
        • “ World Sports Hero No. 1”
        • Jumpman logo is one of the most easily recognized symbols throughout the world
    • 9. Tiger Woods
      • 1998-2005
        • Estimated that Nike paid him $40 million
        • More attention than Michael Jordan and Bo Jackson
        • 3 pg. ad in Wall Street Journal
        • 30- and 60- second TV spots
          • Aired during college football, major league baseball, the U.S. Open, SportsCenter and Monday Night Football
    • 10. Roger Federer
        • The newest Nike sensation
      • Nike signed Roger for 10 years for $18 million…
      • Federer’s agent at IMG, Tony Godsick, declined to comment… Nike did not reply to requests for comment by press time.
      • At press time, Federer is holding 16 Grandslams titles …
      • 2006 Introduces a new brand RF   
    • 11. Branding: powerful marketing mechanism used by Nike
          • Leads to higher and more consistent product quality.
          • Increases innovation by giving producers an incentive to look for more new features that can be safeguarded by the patent.
          • Branding results in more product variety and choice for consumers.
          • Branding provides consumer information about products and where to find them.
    • 12.  
    • 13.
      • Reach (Global)
      • Positioning (Up market)
      • Target Market
      • Brand Loyalty
      • Advertising / Sponsorships
      • Brand Extensions / Expansions
      • Brand rank and value
    • 14.  
    • 15.
      • Strengths
      • High brand loyalty
      • Rich Quality
      • Has a very large product range .
      • Weakness
      • Stiff competition from brands like adidas, puma etc…
      • Had covered only the good markets of the nations .
    • 16.
      • Opportunities
      • Product development offers Nike many opportunities
      • Threats
      • Fake products.
      • Nike is exposed to international nature of trade.
    • 17.
      • Sponsorship for sporting events
      • Advertisements.
      • Rebates and Discounts.
      • Conducting fashion shows.
    • 18. FUNCTION AND FASHION
      • Now, Nike concentrates on two aspects function and fashion.
      • In 1960’s Nike entered the market with function due to which they Failed in early times.
      • Nike believes if you have a body, you are an athlete.
    • 19.