Exploring brand equitty converse case study

Exhibition Assignment Module: Brand Equity

Langkos Spyros M.Sc Marketing Management

be your own revolution

the b r a n d n a me

1908 the Rubber Shoe Company

Be independent enough not to follow every other company in everything they do !

the logo

the history

16-24 Highschool With poarents

You want to change the world‌your sneakers can help you get there!!!

expressive happy convenient 25-35 higher education rent

original spontaneous eighties 35-55+ post-graduate own house

USP

Comfort l Stylish l Casual l Affordable l

r e la tion s hip - e n g a g e me n t . .

our f r ie n d - the c on s ume r

Stylish Canvas Trendy

brand identity prism (kapferer)

a c a d e mic mod e ls

• Physique don’t follow the crowd, rebel against conformity

• Personality cool, fun, creative, edgy, bold • Culture iconic footwear, basketball, urban, unconventional, distinctive

• Relationship friendly, personal, connectivity • Reflection expression, health & fitness, celebrities, community, socialized

perceptual map

• Self image good experience, freedom, part of something bigger, not sitting still

brand pyramid

RESONANCE trend, socialy active, affordable

JUDGMENTS loud, synthetic, durability, smell ugly

PERFORMANCE to the point, simple, loyalty

FEELINGS libaration, hustling, rightfull, adrenaline

IMAGERY bold, memorable, creative, crafty

SALIENCE heritage, reputation, accessible, charitable

Commercial awareness

Athletes – Musicians – Skaters – Students product

Celebrities

Walk your own verse

P e r c e p tion s

‌the Future Revolution !

ellion distinct reb

Express yourself

y something new through CultuRe - tr lour Show your mood - co Writing, sport Art, Music, Creative e - accessories Clothing - stle styl Teach/inspire others tters! your opinion - it ma now!

Get outside, escape be individual go against the crowd teem improve your self es self relax - be yor your

exhilarating experiences social connectivity enhancement of ph

ysical well-bein g

look to find individual identity

Be a rebel

Start a trend, Look & FEEL unique themselves Inspire others to be liberation Break the rules u Do something for yo ch Break away from te ormity Escape Everyday conf Break the mould Be surprising.

Be sociable

Be active

improve FITNESS & WEll-being Seek thrills feel the adrenaline buzz meet new people team sports get creative with yo ur surroundings Embrace new fITNES S Tech get involved. don*t si t on the sidelines Explore the city you live in

not trying too hard

refuse to accept

rebelling against conforming

convention encourage physical interaction

lture social urban cu

Converse S ocial

Converse Revolution

noticed not to go un

Through cultural act ivities Connect with people not comp Compete or work toge ther get outside of the vi rtual world create/share memori es give and receive, he lp others re-connect with lost friends build/strengthen frie ndships pass on wisdom

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

thank you !!!