what is branding <---


Published on

1 Like
  • Be the first to comment

No Downloads
Total Views
On Slideshare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • 15
  • 16
  • what is branding <---

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