Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Exploring Brand Equitty: Converse Case Study

3,563 views

Published on

Presentation_Converse, Brand Equity Exhibition
M.Sc Marketing Management_University of Derby

Brief: Spyros Langkos
Visuals: Sofia Kakavouli

Published in: Business, Technology
  • ⇒ www.WritePaper.info ⇐ is a good website if you’re looking to get your essay written for you. You can also request things like research papers or dissertations. It’s really convenient and helpful.
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • You have to choose carefully. ⇒ www.WritePaper.info ⇐ offers a professional writing service. I highly recommend them. The papers are delivered on time and customers are their first priority. This is their website: ⇒ www.WritePaper.info ⇐
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • If you going to start a essay then you have to make a great study on your essay topic. InHelpWriting.net my academical essay. I had taken a online essay writing service to complete my essay. Because they can write a best essay as our specifications. I kept the service link in the source. HelpWriting.net Good luck!
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Sex in your area is here: ❤❤❤ http://bit.ly/2F7hN3u ❤❤❤
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Dating direct: ❶❶❶ http://bit.ly/2F7hN3u ❶❶❶
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Exploring Brand Equitty: Converse Case Study

  1. 1. Exhibition Assignment Module: Brand Equity Langkos Spyros M.Sc Marketing Management be your own revolution
  2. 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. 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. 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. 5. Walk your own verse Commercialawareness Athletes – Musicians – Skaters – Students product Celebrities
  6. 6. Perceptions
  7. 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. 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

×