Brand Identity

2154 Words Jan 13th, 2011 9 Pages
Physique according to him is the basis of the brand.
–E.G. the physique ofPhilips is “technology and reliability” while for the brand Tata it is “trust”
•Personality is same as Aaker, it answers the question “what happens to this brand when it becomes a person?”
•Culture symbolizes the organization, its country-of-origin and the values it stands for.
–E.G. traditional brands like balsara, dabur and zandu.
Relationship is the handshake between consumer and the organisation. –E.G. the relationship with “safola” is safety.
•Reflection is the consumer’s perception for what the brands stands for.
–E.G. coke’s image more attract youth.
•Self-image is what the consumer think of himself.
–E.G.benz Car owner think that since
…show more content…
They made TV and other advertising campaigns. The company communicate their heritage of innovation, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali * Adidas tried to spread meanings like “We know then- we know now” and “There is nothing between you and success, so exceed your own expectations and limitations” and “ Earn it” * The success was obvious and after hard work and striving toward a top position in the industry Adidas was back in business * Nike’s third strategy was to develop, flag ship stores, Nike Town shops in bigger city’s, first * national, and then abroad * Nike was the first company to establish flagship stores and it turned out to be a sensation * Adidas choice was to experiment with sport events, with which they made great success.
Examples of that is the Adidas Streetball Challenge a local three-person team basketball tournament, this event started out as a trail in Berlin in the beginning of the 1990s as one time occasion * In the mid 1990s it had become a huge sport event with about 500.000 participants all over the * bigger
Open Document