1. WESLEY MINISH
MDM 530 Brand Development
April 2014
3.2.2 Week 2 Design Project
Rebrand Assignment

2. COMPETITIVE REVIEW
Round Two golf balls
Callaway
NIKE
Titliest
Onliness Statement: The only golf balls that has no manufacturing process
allowing for cheaper prices.
Onliness Statement:The only golf ball with the hexagon dimple pattern, which
increases distance and control.
Onliness Statement: Nike golf is the only golf ball manufacture that
provides a golf ball for every player regardless of his or her handicap.We
strive to innovate and develop our ball to give the customers an advantage
on the golf course.
Onliness Statement:Titleist Slogan is the number one golf ball on tour. More
professional golfer use Titleist ProV 1s than any other golf ball by far.The Pro v
1 is the top ball for good reason,Titleist has been developing the ball along
side the game for many years.

3. COMPETITIVE REVIEW 2.
Similarities: Deliver the same product as the competitor.
Round Two:
Differences: Over come the taboo of used golf balls.
Callaway:
Similarities: Produce a top of the line golf ball.
Differences: Price, Callaways are twice as expensive as the
competition.
NIKE:
Similarities: Produces a quality golf ball similar to many others.
Differences: Provide a golf ball for every type of player
which helps lower scores.
Titiest:
Differences: Rules as king of the golf balls.
Similarities: Produce a high quality golf ball.

4. ROUND TWO GOLF BALLS
SWOT Analysis
Weaknesses: Must rely on golf courses for merchandise, competition, and
processing product.
Strengths: Round two has very low overhead and no manufacturing
process
Opportunities: Expanding the company into more golf courses. Create a
collaboration with golf courses nation wide.
Threats: Loss of merchandise and competition.

5. Round Twos Onliness Statement: Round Two golf balls are an affordable golf
ball backed with high price technology. Round Two golf balls give you the quality of top
of the line golf balls at bottom of the barrel prices.
ROUND TWO
Round Two Is the brand I chose to redesign.

6. Commitment: Round Two is committed to providing the
golfer what they need in a quality golf ball.
Vision: Round Two has a vision for the future of golf and it
involves innovation and development of its product.
Flexibility: Round Two is a leader in product development it
changes its product as the consumers needs change.
Differentiation: Round Two is the only golf ball company with
the new dimple in dimple technology which reduces drag and
increases distance.
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Value: Round Two golf balls provide an affordable ball that plays
like an expensive one.

7. Sustainability: Round Two has pledged to become the most
sustainable golf ball company by the year 2020.

8. CALLAWAY
Callaway’s onliness Statement: The only golf ball with the hex dimple shape that gives the
customer a distance advantage.!

9. Vision: Callaway has vision.The hexagon shape dimple is a
design that has put their balls at the top of the market.
Authenticity: Callaway pledges to the Authenticity of its product
it is developed out of customer needs and tested on the greens.
Commitment: Callaway is committed to knocking Titelist off of
the top of the golf ball market.
Flexibility: Callaway provides the customer with a choice of
balls the meets the needs of todays players.
Coherence : Callaway Provides a complete line of golf equipment
ranging from clubs to apparel and everything in between.

10. OLD NEW
NIKE : Nike is the company from the rebrand assignment.

11. NIKE
Nikes onliness statement: Nike golf is the only golf ball manufacture that provides a golf ball for
every player regardless of his or her handicap. We strive to innovate and develop our ball to give the
customers an advantage on the golf course. !

12. Vision: Nikes vision is to provide a golf ball for every player.
Coherence: Nike has a consistency in packaging that is like no
other company. This set them apart and allows for the customer to
recognize the product easily.
Value: Nike pledges to provide the best product for the price.
Meaning: Nike is one of the most recognizable icons in all sports.
Nike use this image recognition on there golf balls.The nike logo is on
every ball.This logo has a long held meaning of quality for nikes
customers.

13. Titleist
Titleist Onliness Statement: Titleist Slogan is the number one golf ball on tour. More professional
golfer use Titleist Pro V 1s than any other golf ball by far. The Pro v 1 is the top ball for good
reason, Titleist has been developing the ball along side the game for many years.

14. Value:Titleist provides the best golf ball in the game of golf.
Vision:Titleist vision is to get there golf balls into the hands of
every professional golfer on tour.
Authenticity: The name Titleist carries with it an amount of
authenticity that others strive for.
Commitment: TItleist is committed to producing the best golf
ball in the game of golf.
Meaning: Meaning is clear for Titleist, they provide the best
balls in golf and the professional will choose there balls. If the
professional are using there ball than everyone else will too.

15. WORKS SITED
Wheeler,A. (2013). Designing Brand Identity. Hoboken, New Jersey, USA: John Wiley and Son.
Neumeier, M. (2007). Zag. New Riders.
rebrand.com. (n.d.). Retrieved april 12, 2014, from rebrand: http://www.rebrand.com/2010-best-nike-golf
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Minish,W. Photographer. MTCC, Morganton, North Carolina.
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