Story Wars Part 1 - Group 3

1. Brand Management
Group 3
DARDAUD. LYONNET. NUNEZ. RAMOS. REYES

2. Banking Wars

3. Brand Positioning
Market Leader
Follower
Challenger
Nicher

4. Banco de Oro - Market Leader
Important factors can be attributed to BDO’s win:
- Line of products and services offered
- Deposits
- Banking Transactions

5. Banco de Oro - Market Leader

6. Banco de Oro - Market Leader

7. Banco de Oro - Market Leader
BDO is a bank that is concerned
about the wealth continuity of
families. They show that from
grandparents to the married
couples up to their children, the
family wealth is secured and they
create opportunities to have it
passed thru different generations

8. Banco de Oro - Market Leader
JONAH SACH’S BRAND VALUES
- PLAYFUL
- TRUTH
- WHOLENESS

9. Metrobank - Challenger
Coming in a strong second is
Metrobank, one of the
consistently top-performing
banks in the country and in
Asia Pacific. It boasts of its
capital, assets, stable
performance, and strong
earnings.

10. Metrobank - Challenger

11. Metrobank - Challenger

12. Metrobank - Challenger
Metrobank is geared towards
business creation and continuity.
They offer similar products to BDO
but they are more directed to
empower different business by
helping them grow by offering them
different products that will fit their
current business needs.

13. Metrobank - Challenger
JONAH SACH’S BRAND VALUES
- TRUTH
- RICHNESS
- UNIQUENESS

14. Bank of the Philippine Islands -
Follower
BPI has proven time and again
that it is at par with the leading
banking institutions all over the
world by launching new
products and improvements to
keep up with the ever changing
consumer and business needs.

15. Bank of the Philippine Islands -
Follower

16. Bank of the Philippine Islands -
Follower

17. Bank of the Philippine Islands -
Follower
BPI is directed towards different
individuals who have different risk
appetites for investment. This
banking company aims to help
individuals in looking for
investments that will fit their needs
and goals. They have customized
investments depending on the risk
appetite and capability of an
individual.

18. Bank of the Philippine Islands -
Follower
JONAH SACH’S BRAND
VALUES
- TRUTH
- SIMPLICITY
- WHOLENESS

19. Landbank of the Philippines - Nicher
For the bank’s efforts to
provide financial support for
farmers, micro enterprises,
small and medium
enterprises, agribusiness,
and aqua businesses, it has
been awarded the Asian
Bank of the Year for 2016 at
the SMART Awards Asia in
Singapore.

20. Landbank of the Philippines - Nicher

21. Landbank of the Philippines - Nicher

22. Landbank of the Philippines - Nicher
Landbank was created for helping
the agriculture sector of the
Philippines making this segment
their niche. They could be a source
of funds for different kinds of
agriculture sector who aims grow
or expand the business they are
currently in.

23. Landbank of the Philippines - Nicher
JONAH SACH’S BRAND
VALUES
- TRUTH
- UNIQUENESS
- PERFECTION

24. Sports shoes Wars
Product Category

25. Brand Positioning
LEADER CHALLENGER
FOLLOWER NICHER

26. Leader: Nike (Website)

27. Leader: Nike (Website)

28. Leader: Nike (videos)

29. Leader: Nike (Images)

30. Leader: Nike
Explanation:
● The legendary University of Oregon track
and field coach, and Nike co-founder, Bill
Bowerman said, "If you have a body, you
are an athlete."
● Bowerman was a teacher who showed
athletes the secrets to achievement. Nike’s
invitation is to experience all innovative and
inspiring Nike products.

31. Leader: Nike
Meaning
● Commitment to building deeper community
connections and spurring positive social
change around the world.
● Innovating solutions that benefit athletes, the
company and the world.
● Encourage every person to reach their full
potential.

32. Leader: Nike
Story
● Nike has made understanding its heritage an intrinsic part of its corporate culture.
● Nike offer archetypes that people can learn from: the spirit of innovation and commitment to helping
athletes
“Every company has a history,” says Dave Pearson, 43, a training manager and storyteller. “But we have a
little bit more than a history. We have a heritage, something that’s still relevant today. If we connect people
to that, chances are that they won’t view Nike as just another place to work.”

33. Leader: Nike
Ritual
● Equality and diversity in the workplace
● Value of innovation and creativity as they encourage their employee and customers
● determined to improve products through sustainable innovation.
● Focusing on energy, chemistry, water and waste - understand impacts and identify strategies
to use less, use better and use again.
● Delivering performance products with contract factories that invest in placing highly skilled,
engaged and valued workers at the center.
● Encourage every person to reach their full potential, whether it’s on the track, field or court, at
work or at home.

34. Leader: Nike
Jonah Sachs’ Brand Values :
Wholeness
Perfection
Richness

35. Leader: Nike (Sources)
Community Impact
https://communityimpact
.nike.com/
Innovating to get kids
going
Creating Positive Impact in
Local Communities
Accelerating Global
Change

36. Leader: Nike (Sources)
SUSTAINABILITY
Ambition
https://about.nike.com/pages
/our-ambition
Environmental Impact
https://about.nike.com/pages
/environmental-impact
Transforming
Manufacturing
https://about.nike.com/pages
/transform-manufacturing
Human Potential
https://about.nike.com/pages
/transform-manufacturing

37. Follower: Adidas
www.adidas.com
ADIDAS is All In (Video)
This video depicts how Adidas is at the foundation of everybody’s will to live life to the fullest. Riders,
footballers, basketball players, concert goers… Anonymous are world famous, they all go All In when they
do what they love wearing Adidas shoes.

38. Follower: Adidas
Overall story of Adidas :
Adidas tells the story of a brand that exists to enhance the potential and the performance of
each of their customers.
Their football boots will turn you into a Predator and Adidas running shoes will Boost you,
all as you realize that Impossible is Nothing.
Adidas is very creative and innovative it their communication. The slogan Here To Create has
an echo within the way they hold communication events, always at the very top of
technology and showmanship, to feed those looking for inspiration.

39. Follower: Adidas
Jonah Sachs’ Brand Values :
PERFECTION
BEAUTY
PLAYFULNESS

40. Follower: Adidas
Sources :
Adidas is All In
www.youtube.com/watch?v=DkiI59viWIc
Creativity gets you noticed
https://www.youtube.com/watch?v=8foCW6zxlRc
Images :
www.google.com/search?hl=FR&tbm=isch&source=hp&biw=1208&bih=656&q=adidas+sho
es&oq=adidas+shoes&gs_l=img.3..0l10.4854.9737.0.10162.17.15.0.0.0.0.491.1977.0j2j3j0j
2.7.0....0...1.1.64.img..10.7.1976.0..0i10k1.0.MfIxrnyuQF4

41. Challenger: New Balance

42. Challenger: New Balance

43. Challenger: New Balance
Overall story of New Balance:
The main story of New Balance is that they want to provide to their customers the best shoes ever, combining quality
for running for athletes, but also style for streetwear.
They want their customer to be proud of the shoes they are wearing.
Moreover, they insist on the fact that their brand and their customers need to move forward together, on different
topics: “Moving Forward with New Balance”, “Moving Forward on Products”, “Moving Forward with the environment”,
“Moving Forward Together”, “Moving Forward, Giving Back”. These are the 5 main chapters of their Responsible
Leadership Report.
They also post on the social medias, to tease about future events or to present their new shoes. Recently they have
post a lot on the NYC marathon that is happening on November 5th, 2017. In their videos, they insist on their main
story because we can see an athlete training for one of the most famous marathon with New Balance shoes, and then
we see him in the streets of NYC with other New Balance shoes for lifestyle.
New Balance has another way to tell their story : use emotions. For example, they have recently post a serie of articles
on their website about a triathlete, Lukas Verzbicas, sponsored by NB but that was paralysed after an accident. They
explain how he is trying to recover from this injury and to be back on the triathlete scene.

44. Challenger: New Balance
The 3 Brand Values that most effectively represents New Balance are :
- Wholeness: because they want all their customer to feel the same and to all go in the same direction.
- Uniqueness: NB tries to show their customers as unique people going to the same direction.
- Playfullness: NB wants their customer to fully enjoy the sport they do, while wearing their shoes.

45. Challenger: New Balance
Sources
https://www.youtube.com/watch?v=efJ1msX2es0
http://www.newbalance.com/about-new-balance-content-assets/inside-nb-resleadership.html
https://www.newbalance.com/article?id=206
http://demandware.edgesuite.net/aagi_prd/on/demandware.static/-/Sites-newbalance_us2-
Library/default/dw36cfbc3e/inside-nb/inside-nb-overview/171206508.pdf

46. Nicher: Enko
Website :
https://en.enko-running-shoes.com/?sid=4t1bh3o4a518vg1cgkljdmp4i4
Keep your passion alive (Video)
Enko is a market nicher because it focuses on a very specific segment of the sports shoes
market : people with joints problems.

47. Nicher: Enko
Overall story of ENKO :
Enko’s story is that of an innovative, quality, durability and customer focused
company. They are concerned about the customer and his or her performance and
health, nothing else. Enko shoes are before anything else a practical product designed
to prevent injuries. To be used by all as it’s adapted to all kinds of strides.
Everyone whether they’re old or young can enhance their performance with Enko :
having joint or knee issues shall not be a problem any longer.

48. Nicher: Enko
Jonah Sachs’ Brand Values :
RICHNESS
TRUTH
PLAYFULNESS

49. Nicher: Enko
Sources
Website
https://en.enko-running-shoes.com/?sid=4t1bh3o4a518vg1cgkljdmp4i4
Keep your passion alive (Video)
https://www.youtube.com/watch?time_continue=58&v=_wcEDgu6Ors
Enko running shoes (Video)
https://www.youtube.com/watch?v=6Nq_q5AMEkk