Presentation_Converse, Brand Equity Exhibition M.Sc Marketing Management_University of Derby Brief: Spyros Langkos Visuals: Sofia Kakavouli

1. Exhibition Assignment
Module: Brand Equity
Langkos Spyros
M.Sc Marketing Management
be your own revolution

2. thebrandname
the logo
1908
the Rubber Shoe
Company
Be independent enough
not to follow every
other company in every-
thing they do!
the history

3. ourfriend-theconsumer
relationship-engagement..
You want to change the
world…your sneakers can
help you get there!!!
Stylish
Canvas
Trendy
16-24
Highschool
With poarents
expressive
happy
convenient
25-35
higher education
rent
original
spontaneous
eighties
35-55+
post-graduate
own house
l Comfort
l Stylish
l Casual
l Affordable
USP

4. academicmodels
• Relationship
friendly, personal,
connectivity
• Physique
don’t follow the crowd,
rebel against conformity
• Personality
cool, fun, creative,
edgy, bold
• Culture
iconic footwear, bas-
ketball, urban, uncon-
ventional, distinctive
• Self image
good experience, free-
dom, part of something
bigger, not sitting still
• Reflection
expression, health & fitness,
celebrities, community,
socialized
brand identity prism (kapferer)
perceptual map brand pyramid
RESONANCE
trend, socialy active,
affordable
JUDGMENTS
loud, synthetic,
durability, smell ugly
FEELINGS
libaration, hustling,
rightfull, adrenaline
PERFORMANCE
to the point,
simple, loyalty
IMAGERY
bold, memorable,
creative, crafty
SALIENCE
heritage, reputation, accessible, charitable

5. Walk your own verse
Commercialawareness
Athletes – Musicians – Skaters – Students
product
Celebrities

6. Perceptions

7. …theFutureRevolution!
enhancement of physical well-being
distinct rebellion
look to find individual identity
exhilarating experiences
social connectivity
refuse to accept convention
rebelling against conforming
social urban culture
not to go unnoticed
Converse Social
Converse Revolution
encourage physical interaction
Express yourself
through CultuRe - try something new
Show your mood - colour
Art, Music, Creative Writing, sport
Clothing - stle style - accessories
Teach/inspire others
your opinion - it matters!
Get outside, escape now!
be individual
go against the crowd
improve your self esteem
relax - be yor yourself
Be sociable
Through cultural activities
Connect with people not comp
Compete or work together
get outside of the virtual worldcreate/share memories
give and receive, help othersre-connect with lost friendsbuild/strengthen friendships
pass on wisdom
Be a rebel
Start a trend,
Look & FEEL unique
Inspire others to be themselves
Break the rules - liberation
Do something for you
Break away from tech
Escape Everyday conformity
Break the mould
Be surprising.
not trying too hard
Be active
improve FITNESS & WEll-beingSeek thrills
feel the adrenaline buzz
meet new people - team sportsget creative with your surroundingsEmbrace new fITNESS Techget involved. don*t sit on the sidelinesExplore the city you live in

8. thank you !!!
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