History of Converse

A brand is what can either attract people to you or make people avoid you; people would identify you by the brand you portray. One can communicate their brand through actions and words. “It is essential to understand that wherever we are, in whatever we do, we are all building our brand”.

According to Holt (2004), a brand can be defined as a term, name or a design that distinguishes product or service of one manufacturer from others. Brands are normally utilized in advertising, business and marketing. In accounting terms, brand is an intangible asset which is present within every organization. It is most valuable asset that is outlined in the balance sheet of a company. Brands owners need to effectively manage their brands in order to enhance shareholder value. Brand valuation is an important technique that associates money with a brand. Effective branding often results into high sales volumes of a particular product. A customer who prefers a brand is more likely to choose other products which are offered by the same brand. Brand can be stated as a personality that facilitates identification of a company, product or service. It even encompasses relation with other constituents like customers, partners, investors, staff, etc. Individuals distinguish psychological aspect of a brand from experimental

Changes are if you don’t own a pair, you’ve seen several in your life. The Converse “Chuck Taylor” All-star sneakers, according to the text, are the bestselling sneakers of all time. The man behind the best selling shoes, Chuck Taylor was one of the many innovators of today’s sneaker world. Charles Hollis “Chuck” Taylor was born in 1901. At the age of 21 while playing some serious basketball, was hired by Converse. He did basketball clinics that prompted Converses line of shoes. Chuck also made many suggestions to help developing Converse. “Along the way, Taylor suggested several improvements to the shoes and became such a popular salesman, that in 1932 his signature was added to the round label on the ankle (one of his design suggestions, to protect players’ ankles).” The article, Chuck Taylor: The Man Behind the Sneaker, stated. Now, almost 80 years later, kids and adults alike still wear their Converse, or, like in the 1950’s the shoes were simply called, “Chucks.” The popularity of Converse has simply, not changed these past years, and

It was the year 1917 , when the company Converse - former manufacturer of rubber boots - launched a basketball shoe called "Converse Chuck Taylor All Star" . An icon was born. Over the years, Converse developed a high-tech sport shoe with toe cap for protection, vulcanized sole and even ventilation. In addition to the high-top sneaker, there is also a low-top variant, the "Oxford".

"Just Do It." Just three small words represent so much more to consumers. A growing athletic wear empire that shows no signs of slowing down, Nike is a company that strives on change and innovation. The more trends change, the more creative they become, and more successful and popular the brand gets. The Nike swoosh and the "Just Do It" slogan are globally recognized and cherished.

As the brand name of Nike continue to soar, other companies in the industry; learning from the success Nike has experienced, start focusing more on brand development to keep up with the increasing levels of competition. These companies resort to brand maintenance, which has become the main target in this industry due to product differentiation made by Nike. Nike, being market-advantaged, produces an extensive range of products, through which it gains a balanced level of profits. This has influenced rival companies to initiate a new range of products in their businesses too. Previously these companies had high risks of failing in business, if their single products did not appeal to the market. Due to the impact of Nike’s business strategy, the other companies are also enlarging their product range,

A brand is an organisation, product or service which has created an emotional connection with their consumers in order for them to favour their brand over their competitors. It is incredibly important for brands to keep up their image and one little thing could change the global perception of a business. It takes a lot to maintain a brand image that has been built up over a long period of time and even more to regain it if that reputation is lost. Brands are created through various different aspects such as their visuals, tone of voice, advertising, actions and reputation. The combination of these will leave their consumers with long lasting emotions and perceptions of a particular brand and will effect whether they support a business or not and whether they would favour or avoid it. When a brand looses their image it can cost a lot of money and time to rebrand to prevent complete failure of the product or service.

The Chuck Taylor or Converse as everyone knows them, are everlasting icons of American culture. Everyone wears chucks from James Dean in the 60’s to Michelle Obama now. The range of owners of converse is astounding. The range of use in converse is amazing. The Chuck Taylor has been named one of the most influential shoes of all time. Sixty percent of all Americans have owned a pair of Chuck Taylors at least once in their lives. (History)

According to the American Marketing Association (AMA), a brand is a “name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competition”. However, as Keller highlights, a brand is also “something that has actually created a certain amount of awareness, reputation, prominence, and so on in the marketplace”. Therefore, a brand is an identity created to differentiate itself from the competitors and to be remembered in consumer’s mind.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

Footwear also known as shoes was invented to protect a person’s foot while doing various activities, primarily created for functional and practical use. However, shoe design has constantly evolved throughout history and from culture to culture. The notion of complementing your outfit with the perfect shoe has been the impetus of design and many styles of shoes; such as high heels, flats and sneakers. Modern footwear varies widely in design, comfortability and cost. Nike is a multinational company that offers many types of footwear and has been a leading pioneer in the retail market for decades. Air Jordan’s and Converse are notably Nike’s most proverbial brands. These two brands are a quintessential example of a price difference within the same corporation.

Branding has become the key concept of marketing strategies. Brand is the name of firm, products, services, and above all, it is coherent with the firm’s image from

Branding goes way beyond just a logo or graphic element. When you think about your brand, you really want to think about your entire customer experience. Everything from your logo, your website, your social media experiences, the way you answer the phone, to the way your customers experience your staff. When you look at this broad definition of branding, it can be a bit overwhelming to think about what is involved in your brand.

Although brands do not solely refer to businesses and their products or services (e.g. charities, countries, celebrities), this essay will discuss their relevance to profits with regards to business operations unless specified. Where most companies must at some point make a decision (consciously or unconsciously) whether to brand their company or not, that question is often rhetorical. Brands are established whether the marketing manager says they should or not. The decision really is whether to implement conscious brand management within the business or not. That is the difference between a strong brands and weak brands. Where

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.