Brand Leadership Brand Leadership

Aaker and Joachimsthaler
Chapter 6

Lessons Learned from Nike and Adidas
Retail Brand Building Lessons 1. 2. 3. 4. 5. 6. Have a Clear Brand Identity Provide a brand-related customer benefit… Learn, try, touch, feel, experience Leverage Brand Assets… symbols, color, music, heritage, uniqueness Create a superior shopping experience Continuously innovate to keep the experience fresh Leverage the store and its learning… Publicity

Lessons Learned from Nike and Adidas
Brand Building Lessons

1. Brand Building is not just advertising

Brand Building Involved: Sponsorships Endorsements Subbranded products Flagship stores Grass roots events such as Adidas Streetball Challenge

Lessons Learned from Nike and Adidas
Brand Building Lessons

2. Brand building Involves Innovation

NikeTown Adidas Streetball Challenge Assess Evaluate Assimilate New Ideas…. Brand Building Programs are Invented

Lessons Learned from Nike and Adidas
Brand Building Lessons 3. Excellence in Execution Pays Huge Profits.

A great $50 m. Story can be told for $10m. JUST DO IT

Lessons Learned from Nike and Adidas
Brand Building Lessons

4. Products are Key to the Brand

There must be substance behind the brand. Innovation is key… Waffle shoe, Air Jordans, Feet You Wear Visible Air Bags Removable Spikes Astroturf Shoes

Lessons Learned from Nike and Adidas
Brand Building Lessons

5. The brand is more than products

Personality Organizational Associations Emotion Self-Expression Nike: Provocative, Aggressive, In-Your-Face Adidas: Functional Benefits Participation, Team Building

Lessons Learned from Nike and Adidas
Brand Building Lessons

6. Know the Brand Identity

Brand Identity guides Program Development and Execution

Lessons Learned from Nike and Adidas
Brand Building Lessons 7. The Brand Team Should Run the Brand

Category / Business Unit teams that Run Brand Strategy. Leadership is not delegated to outside partners such as an ad agency.

Lessons Learned from Nike and Adidas
Brand Building Lessons 8. Connect with Customers at an Emotional Level

Go Beyond Functional Benefits Nike Advertising, NikeTown, Adidas Streetball Challenge…. Touch Emotions

Lessons Learned from Nike and Adidas
Brand Building Lessons

9. Use Subbrands to tell the Story

High End Brands Silver Bullet Subbrands Branded Technologies Don’t isolate yourself from the mass market

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