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what is branding  <---

what is branding <---






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what is branding  <--- what is branding <--- Presentation Transcript

  • Different brands
  • Group Members
    • Aqib Farooq
    • Saurabh Diwan
    • Harshpreet Singh Mehta
    • 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
    • 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)
    • 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.
  • 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
  • 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
  • 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   
  • 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.
    • Reach (Global)
    • Positioning (Up market)
    • Target Market
    • Brand Loyalty
    • Advertising / Sponsorships
    • Brand Extensions / Expansions
    • Brand rank and value
    • 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 .
    • Opportunities
    • Product development offers Nike many opportunities
    • Threats
    • Fake products.
    • Nike is exposed to international nature of trade.
    • Sponsorship for sporting events
    • Advertisements.
    • Rebates and Discounts.
    • Conducting fashion shows.
    • 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.