1.
By: Daraksha, Manish, Soham, Vishal
BRAND COMMUNICATION ASSIGNMENT

2.
Resonance
Loyal to brand.
Judgement Feelings
High quality,
good design ,
and innovation.
Consumer
inspiration:
just do it.
Performance
High technical
performance.
Imagery
High status ,cool style ,the
winner in competition.
Salience
High quality and good design sport shoes.
KELLER’S
CBBE
PYRAMID

3.
• Salience: Nike’s sportswear is perceived as high-quality well-designed clothes for
sports and everyday use.
• Performance: High technical performance of all products.
• Imagery: Nike’s ‘Swoosh’ logo is linked to status, fashion and association with
major athletes (professionalism and victory).
• Judgement: The combination of high quality, innovation and collaboration with
athletes earns customer’s trust.
• Feelings: Nike’s campaigns are based on inspiration. The main slogan ‘Just Do It’
is simple but emotional.
• Resonance: Loyalty to the company comes from regular customers and athletes
due to performance and brand imagery.
KELLEER’S CBBE PYRAMID

4.
Salience
• Highly recognized logo & top
quality products
• The swoosh logo
• The slogan for Nike “Just DO IT”
Performance
• Design shoes that are durable
• Targeting young people & athletic
• Linking the brand with the
professional level of competition

5.
Imagery
• Used by best talent in sports
• Personality & Values: sustainability &
environmental awareness
• Customer Profile: class, status, unlimited
style, and all age uses
• Top performance for athletes

6.
Feelings
• Popular in society
• Fun for young users
• Uniqueness
• High standard product
• User feels secure
Judgement
• The Nike brand is unmistakeable
with any other brand
• Attention to detail in its design of
product to improve performance
• Most valuable Brand in sport

7.
Resonance
• Its not about getting better, its
about striving for the best
• Special offer after first order
• Online customer benefit such as
free and easy return in all orders
• Express tracking
• Customization of products