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  • BRAND MANAGEMENT - Group 1

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    kartik kaushik
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    1) The document discusses brand identity, brand positioning, and Nike's brand identity using Kapferer's Brand Identity Prism model. 2) It defines brand identity as the elements a company uses to portray the right image to consumers and brand positioning as the reason consumers choose a brand over others. 3) Nike's brand identity focuses on excitement, performance, and sophistication while portraying an athletic, competitive personality through slogans like "Just Do It" and endorsement by athletes.

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    1) The document discusses brand identity, brand positioning, and Nike's brand identity using Kapferer's Brand Identity Prism model. 2) It defines brand identity as the elements a company uses to portray the right image to consumers and brand positioning as the reason consumers choose a brand over others. 3) Nike's brand identity focuses on excitement, performance, and sophistication while portraying an athletic, competitive personality through slogans like "Just Do It" and endorsement by athletes.

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    © All Rights Reserved
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    20 views7 pages

    BRAND MANAGEMENT - Group 1

    Uploaded by

    kartik kaushik
    1) The document discusses brand identity, brand positioning, and Nike's brand identity using Kapferer's Brand Identity Prism model. 2) It defines brand identity as the elements a company uses to portray the right image to consumers and brand positioning as the reason consumers choose a brand over others. 3) Nike's brand identity focuses on excitement, performance, and sophistication while portraying an athletic, competitive personality through slogans like "Just Do It" and endorsement by athletes.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    of 7

    BRAND MANAGEMENT

    Group 1

    Kartik Kaushik – 80125190029 |


    BRAND IDENTITY
    It’s the collection of all elements that a company creates to
    portray the right image to its consumer. 
    BRAND IDENTITY AND POSITIONING
    MATRIX
    HIGH PRICE

    NIKE FORMALS
    PERFORMANCE

    FASHION
    LOW PRICE
    BRAND PERSONALITY

    NIKE
    EXCITEMENT SOPHISTICATION
    FORMALS
    KAPFERER’S
    BRAND IDENTITY PRISM
    PICTURE OF SENDER
    PHYSIQUE PERSONALITY
    Just do it, logo-symbol but Supportive spirit,
    More subtle and professional athlete, professional,
    looking lifestyle.
    EXTERNALIZATION

    INTERNALIZATION
    RELATIONSHIP CULTURE
    Confront, provocation: Sport, fitness and
    ‘Run the day, don’t let it run corporate
    you.’

    REFLECTION SELF-IMAGE
    Full of energy, go getter, I am an athlete,
    Young, competitive, brand I am a hard working
    conscious professional,
    I am cool
    PICTURE OF RECEIVER
    BRAND POSITIONING
    Brand positioning refers to “target consumer’s” reason
    to buy your brand in preference to others. 
    BRAND POSITIONING STATEMENT
    To working professionals of all ages who enjoys sports,

    NIKE (Formals), is the brand of clothing and footwear that


    provides the freedom of movement and styling better than
    competitors to enable you to do what you do best on and off the
    field because of Nike’s unique clothing blend and this brand is
    used and endorsed by most young working professionals the top
    of their field who manage their business but love sports equally.

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