WEEK 1
What is Brand?
Brand is often the company name or logo referenced for a specific business. 'Branding' is when their name, logo or company specific identifiers are strategically placed to better market their brand to the consuming public.
what is brand identity ?
The visible elements of a brand (such as colors, design, logotype, name, symbol) that together identify and distinguish the brand in the consumers' mind.
WEEK 2
Brand analysis-Choose a brand that you are interested in/relevant to your major field of studies, analyse by
-overview
-vision & mission statement
-meaning/value
-competitors example
-brand dynamic/mechanic, eg. roadshow, merchandizes , TVC etc.
overview
Nike is the world's leading sporting goods manufacturer, headquartered in Oregon, producing all-inclusive sporting goods: clothing, footwear, sports equipment and so on. Nike trademark logo is a small hook.
Vision
Why is this so important symbol for Nike's corporate culture? Reason is that it's ancient wisdom and the United States "just do it" (Just Do It) are inseparable. Nike does not sell shoes, it sold a way of life, which is the key to its success. The logo for inspiring and energetic and determination behind this philosophy is that everyone concerned with, whether you are not athletes. Nike use one kind of inspirational style of language to motivate consumers. No matter who you are, what your hair or skin color is, you suffered physical or social life, what limitations, Nike convince consumers that you can do. It tells people to pull ourselves together, grasp the steering wheel of life, and to take action. In the "just do it" ad behind, is a very American-style ideology; However, with the progress of globalization, the original ideology of what the United States, became a common desire around the world, eager to there is a level playing field, allowing people not only in sports but in every aspect of life are a short length of contention. This can be traced back to early American pioneer spirit, and their desire for success. Nike is undoubtedly the great American dream of global marketing and promotion of their work ethic; Nike tells its customers, if you are determined, unremitting struggle, you will surpass others, to conquer everything. Borrowed by such methods, namely the use of people's fervent desire for success, Nike has also created its own kind of personality and attitude. Through clever use of a very simple ad punch line, it succeeded in an attitude toward life into the commodities they sell.
Meaning/value
NIKE this name, in the eye of the West was very lucky, and easy to read and easy to remember, can be called very loud. Nike trademark symbolizes the Greek goddess of victory wings of feathers, representing the speed, but also represents the dynamic and gentle. Nike Nike's trademark, is a small hook patterns, modelling simple and powerful, urgent, such as lightning, to see people think of using speed and explosiveness after the Nike sports goods produced. For the first time to "Nike" name sports shoes, soles square convex tablets to enhance the stability, both sides of the body of the shoe has a knife-shaped curved hook, a symbol of the goddess of the wings.
Competitors example
Nike's dominance in the victory over a strong opponent after another established.
For example, as a rising star, Nike has faced tremendous pressure Adidas. The company is its founder - German Adi Dassler (Adi Dassler) named, is the world's oldest sporting goods manufacturer. On the 11th Olympic Games in 1936, an outstanding African-American athlete Jesse Owens running shoes foot 登阿迪达斯 one stroke to win four gold medals. Since then, as the world's best track and field shoes, Adidas thriving for decades. 1972, the first available start selling Nike shoes. Over the next 20 years, gradually Nike, Adidas completely eaten lunch. Today, Adidas's sales in the United States ranked only 4, was Nike's far behind them.
brand dynamic/mechanic, eg. roadshow, merchandizes , TVC etc.
Nike has been around the world will inspire every athlete and offer their best products as glorious task. Nike's language is the language movement. Nike has put a lot of manpower and material resources for new product development and research. Nike's first Air technology to the sports world has brought a revolution. The use of this technology to produce sports shoes can well protect the athlete's knee, reducing the impact on the knee when it landed as strenuous exercise in
