COM 431 5

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Southern New Hampshire University *

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Marketing

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Jan 9, 2024

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docx

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5.1 Short Paper: Brand Identity Analysis The value of brand identity and management is the key to the overall success of any company. A company such as Nike is great to show itself as a sports icon, but if there is no value in its brand management such as what the brand does for the community, then the brand falters. Finding a way to show value in brand management can make or break a company. I find that if a company holds value in its identity by exhibiting key results with its brand, then the company can go a long way. I don’t think Nike’s values would be as strong as the are if they only said, we sell sports stuff. In addition to what a company sells, the also key factors are the brand components in how they are selling their products. From reviewing Dr. Salah Hassan’s videos on brand components, he discusses the approach Lowe’s takes in catering more to a female market. He elaborates from his discussions with the CEO of Lowe’s that women make the key decisions in the household over men. In dual-income couples, it is the woman who has more say, regardless of whether she earns more or less than her partner (Pew Research Center, 2008). I found this amusing as me and my husband will make equal decisions when it comes to what is needed for the household, but I find that that most of the color choices are in my favor. In regard to roles of the brand, I mentioned Nike because of its communications that it has done not only internally but globally as well. During the time that Colin Kaepernick was making his stance on racial inequality, Nike pushed out a campaign showing Colin’s face and you would have thought another global terrorist attack occurred with opposing sides speaking on the issue. Being an African American woman, the communication that Nike pushed out made me appreciate what Nike stood for and that they are not just a brand that focuses on profits from selling sporting goods, but that they care. The most important find in roles starts internally,

because the message of where a company stands needs to start internally before externally. There are factors that hold weight to a brand’s equity when it comes to people’s perceptions of the company. The entire overview upon the brand is developed during the meeting of the public with the brand identity, which divided is formed by logo, stationery, marketing collaterals, products and packaging, signage, apparel design and messages and actions (Mindrut, et al, 2015). All of these components have weight in affecting the brand’s equity and its perception. Of these, I find that a brand should be ensuring that who they align with as it pertains to marketing collaterals be examined closely. Companies can lose its value if its partnerships are not aligned with the company’s own values. As mentioned with company alignments and shared values, a company could either go bankrupt or be labeled in a negative light if a company’s partnerships are not aligned. Outside of alignment with a company’s mission values, but the other key item are the differences as it pertains to the customer market. Two entities such as Target and Neiman Marcus coming together was not a strategic move in any way due to that the customer target was on opposite ends. People don’t go to Target to spend $69.99 on a “trinket box,” even if it is designed by Phillip Crangi (Cowles, 2013). Negative impacts with partnerships can push a company backwards rather than forward. Brand extensions develop a company’s image outside its normal expectations by having more than one pathway connecting back to the brand. With brand extensions, a company has a way of stepping out of its normalcy with the same image and finding effective ways of representing who they are with other effective means. This also wraps into brand extensions making a company a unique identity because very few companies have the ability to branch off into extensions and still hold on to its value and mission. Nike does this in their branding by

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