Professional Documents
Culture Documents
Sources of Brand Image
Sources of Brand Image
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1. What is Branding ?
2. Types of Branding.
6. Examples.
8. Research on NIKE.
Brand
The word ‘brand’ is often used as a metonym referring to the company that
is strongly identified with a brand. Marque or make are often used to
denote a brand of motor vehicle, which may be distinguish.
The process involved in creating a unique name and image for a product in
the consumers' mind, mainly through advertising campaigns with a
consistent theme. Branding aims to establish a significant and
differentiated presence in the market that attracts and retains loyal
customers
Let’s take a quick look at a few types of branding that businesses and
individuals can leverage on.
1. Product Branding:
This is the most common and easiest type of branding. Product branding is
a symbol or design that identifies and differentiates a product from other
products. Product branding is very easy noticeable when you walk through
a supermarket filled with different products as most products are branded
with a unique colour, design and logo.
3. Corporate Branding:
4. Geographical Branding:
This type of branding is used for specific services and products that are
peculiar to a particular region. Geographical branding is commonly used in
the tourism industry. Various countries and regions try to brand things that
make them different from other areas. Landscape, cuisine, tourist centres
within a popular region are usually advertised and eventually become
associated with the region.
5. Retail Branding:
6. Co-Branding:
BRAND IMAGE
EXAMPLE OF BRAND
1.COCA – COLA
2. WOOD LAND
Wood land shoes are solid and are and ideal choice for outdoor. They
last very long.
Brand symbols are strong means to attract attention and enhance brand
personalities by making customers like them. It is feasible to learn the
relationship between symbol and brand if the symbol is
reflective/representative of the brand. For instance, the symbol of LG
symbolize the world, future, youth, humanity, and technology. Also, it
represents LG’s efforts to keep close relationships with their customers.
a. It should be simple.
e. It should be memorable.
The Swoosh is easily one of the most recognized brand logos in the world.
Nike, who has refined themselves as an athletic and fitness company and
not just another shoe company, is just shy of becoming the
Branding is one of the most crucial aspects that creates and defines a
company’s identity. By building up a brand, a company is taking a series of
steps to create value, brand visibility, and make their product desirable. A
brand should encompass a lifestyle, give consumers something to identify
with, and give the product substance and meaning. Take it from Nike, who’s
success and dominance in the world of sports has thrived on their ability to
construct their brand image, visibility, and giving the company logo
extremely high value.
Naomi Klein, author of No Logo, notes three ways Nikes has strived to
become the very definition of sports itself, involving sports celebrities,
destroying the competition, and selling pieces of the brand “as if it was the
Berlin Wall.” Nike town, glossy, extravagant stores built in the United
States, serve the purpose of making consumers think that Nike’s brand is
high end and gives consumers a cool user experience. The Swoosh in Nike
Town is worshipped as art and a heroic symbol – it defines athleticism,
courage, honor, victory, teamwork and all other aspects correlated with
sports. The Nike Swoosh has been made into this cultural dissemination
that stands for athleticism, power, fitness, and all other aspects Nike
attempts to incorporate into their brand image.
Still don’t believe brand is that important? In 1997, Nike spent $978 million
on advertising, marketing and promotion. Nike pours millions into
advertising and marketing spending, because keeping their brand visibility
is the key in driving future earnings growth.
When it comes to brand visibility, no one does it better than Nike. They
have re-defined the power of a brand image and are one of the best
An iconic slogan for the past 29 years, Just Do It resonates with just about
everyone. It connects with individuals universally, allowing anyone and
everyone to come up with their interpretation. It creates a relationship
between the brand and its fans. It’s actionable and speaks to you on the
individual level. This catchphrase spread from the fitness world to
everyday life, becoming a personal mantra for whatever life may throw
your way. Well played Nike, well played.
Yes, I know. I’m a dashing young lady who owns 30+ pairs of pumps and
stilettos, but I would kick those off to slip on some sneakers anytime. One of
the things I adore about Nike is their Women’s Movement. Sure, 99 percent
of Nike’s commercials are testosterone filled, but Nike sure does know how
to advertise and to women as well–with a lot less testosterone, the same
amount of power, and so much more inspiration.
Nike may be making fewer commercials, but Nike has balanced it out by
heavily focusing on digital marketing. Nike’s social media is anything and
everything done right by a major company’s marketing team. The company
is without a doubt ahead of its competitors when it comes to social
engagement. It has the most followers and subscribers on all social
channels. For all those Data Geeks out there, just take a look at the detailed
breakdown of Nike’s social media engagement using Rival IQ (you can also
check out the complete ‘Fitness Brands’ landscape here)!
We can also break down Nike’s social supremacy channel by channel. For
example, on Twitter, Nike dominates both from an audience standpoint as
well as with the most engaging social content.
Nike uses social media to create a lifestyle and sense of community among
fans. Its tweets are short, punchy and compelling, and nearly always
included the hash tag #just do it or other community-building hash tags
like # nike women. Social media is powerful for brands such as Nike
because it creates two-way interactions between fans and brands. Nike
optimizes this capability and dominates social media by creating a sense of
community and connection with its fans.
Nike is rocking the social world. It has mastered the art of creating amazing
content that reflects its empowering branding online. Nike has
made itself into a magic mirror, where it projects an image of strength,
passion, and determination onto everyone it engages with. Nike makes you
want to get off your butt and move! It’s aggressive and straightforward
approach works well and has made Nike into the iconic brand it is today
(not to mention its shoes!!).
Just Do It.
THANK YOU