Exhibition AssignmentModule: Brand Equity

Langkos SpyrosM.Sc Marketing Management

be your own revolution

th

e b

ra

nd

na

me

the logo

1908the Rubber Shoe

Company

Be independent enoughnot to follow everyother company in every-thing they do !

the history

ou

r f

rie

nd

- t

he

co

ns

um

er

re

la

tio

ns

hip

- e

ng

ag

em

en

t..You want to change the

world…your sneakers canhelp you get there!!!

StylishCanvasTrendy

16-24HighschoolWith poarents

expressivehappy

convenient

25-35higher education

rent

originalspontaneous

eighties

35-55+post-graduate

own house

l Comfortl Stylishl Casuall Affordable

USP

ac

ad

em

ic m

od

el

s

• Relationship friendly, personal,connectivity

• Physiquedon’t follow the crowd,rebel against conformity

• Personalitycool, fun, creative,edgy, bold

• Cultureiconic footwear, bas-ketball, urban, uncon-ventional, distinctive

• Self imagegood experience, free-dom, part of somethingbigger, not sitting still

• Reflectionexpression, health & fitness, celebrities, community, socialized

brand identity prism (kapferer)

perceptual map brand pyramid

RESONANCEtrend, socialy active,

affordable

JUDGMENTSloud, synthetic,

durability, smell ugly

FEELINGSlibaration, hustling,rightfull, adrenaline

PERFORMANCEto the point,

simple, loyalty

IMAGERYbold, memorable,creative, crafty

SALIENCEheritage, reputation, accessible, charitable

Walk your own verse

Co

mm

er

cia

l a

wa

re

ne

ss

Athletes – Musicians – Skaters – Students

product

Celebrities

Pe

rc

ep

tio

ns

…t

he

Fu

tu

re

Re

vo

lu

tio

n !

enhancement of physical well-being

distinct rebellion

look to find individual identity

exhilarating experiencessocial connectivity

refuse to accept convention

rebelling against conforming

social urban culture

not to go unnoticed

Converse Social

Converse Revolution

encourage physical interaction

Express yourselfthrough CultuRe - try so

mething 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 individualgo against the crowd

improve your self esteem

relax - be yor yourself

Be sociableThrough cultural activitiesConnect with people not compCompete or work togetherget outside of the virtual worldcreate/share memoriesgive and receive, help othersre-connect with lost friendsbuild/strengthen friendshipspass on wisdom

Be a rebelStart 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 activeimprove FITNESS & WEll-beingSeek thrillsfeel the adrenaline buzzmeet new people - team sportsget creative with your surroundingsEmbrace new fITNESS Techget involved. don*t sit on the sidelinesExplore the city you live in

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