Korostelev Andrey (IM)

Task 1
Brand: Nike
Core identity: Sport and lifestyle clothes and footwear
Extended identity: sport equipment, bags, eyewear, perfume, hats, Nike+ products
Brand associations: comfortable, sport, lifestyle, youth, action, basketball, football,
run
Brand promise: To bring inspiration and innovation to every athlete in the world

Task 2
Sneakers: lower echelon (Umbro, Demix), middle echelon (Nike, Adidas, Reebok,
Puma, New Balance), upper echelon (Raf Simmons, Y-3, Rick Owens, Balenciaga)

Task 3
Services: American Express, Orange, AT&T
Companies: P&H, Unilever, Nestle, Kraft
Places: Las Vegas, Everest, Disneyland, Croatia
People: Michael Jordan, Kardashians, Justin Bieber

Task 5
Connection with a product
Whiskas - high connection with a product

Instagram - high connection with a product

Camel - low connection with a product

Brand name meaning

Direct
connectio
n

Associatio
ns

No
connectio
No
n
meaning

Has a
meaning