brand architecture nike

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Brand architecture it is an organising structure for how a company manages its brands. It specifies certain brand roles and the nature of relationships between brands. Brand architecture provides the blueprints for how closely the different brands in your organization are related, or not related.

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Page 1: Brand Architecture Nike

Brand architecture

it is an organising structure for how a company manages its brands. It specifies certain brand roles and the nature of relationships between brands.

  Brand architecture provides the blueprints for how closely the different brands in your organization are related, or not related.

Page 2: Brand Architecture Nike

Brand-architecture strategy Brand-architecture strategy pertains to the

“organizing structure of the brand portfolio” and defines the number and roles of brand names that a company uses for its range of products and the target groups or target markets.

Brand-architecture strategy ranges from a single brand for all products and target groups of a company to a strategy in which every single product carries its own brand name.

Page 3: Brand Architecture Nike

IMPOTANCE OF BRAND ARCHITECTURE

The cost-effectiveness of its brand and marketing investments. Brand architecture can improve marketing ROI by helping ensure brand positioning and value propositions are properly aligned to specific markets and segments.

The scale of branding and marketing investment needed.

Page 4: Brand Architecture Nike

The ease with which individual products can be updated, to keep pace with competitive and market changes, without discarding previous marketing investments. Generally speaking, marketing a large

number of brands requires more investment in time and money than a small number of brands will consume.

Alignment with internal organisational structures

Page 5: Brand Architecture Nike

A well-defined brand architecture maximizes the opportunity of each brand and creates clarity for your internal and external stakeholders.

Brand architecture strategy helps create a more intuitive brand structure that prevents brand conflicts.

it defines the role of each brand and to identify which brands need to leverage existing equity and which need extra protection. 

Page 6: Brand Architecture Nike

Types of brand architecture The four general types of

architecture are: 1. Master brand 2. Brand/subbrand 3. Endorsed brand 4. Separate (stand-alone or

independent) brands

Page 7: Brand Architecture Nike

other types of brand architecture now used in firms across the world

A house of brands: this involves a set of stand-alone brands and sub- brands, each maximising the parent firm's impact on a market. It clearly positions brands with functional benefits and attempts to dominate niche segments. 

Within the house of brands, there are a number of subcategories: 

Mother brand: The mother brand is the primary name and image for a company. It can then be stretched by sub-brands but remains the organisation's overall reference for all other brands or products.

Shadow endorsers: A shadow endorser brand is not connected visibly to the main or endorsed brand, but many consumers know about the link. This subcategory provides some of the advantages of having a known organisation backing the brand, while minimising any association contamination. The relationship between confectionery company Cadbury and its organic brand Green & Black's is a good example. 

Page 8: Brand Architecture Nike

Nike.

NIKE, Inc.’s wholly-owned affiliates, reported as Other Businesses – Cole Haan, Converse, Inc., Hurley International, LLC, NIKE Golf, and Umbro, Ltd. – play a significant role in our future growth plans. At the end of fiscal 2010, NIKE, Inc.’s affiliate businesses contributed approximately $2.5 billion of the company’s $19.0 billion in revenue.

Page 9: Brand Architecture Nike

Mission statement

To bring inspiration and innovation to every athlete of the world.

Believe in potential not limits. Grit, determination, passion and humour. Faith ,personnel inclusion and health wear

nike in every part of life. Sporty ,young and successful. Aggressive, comfort and cool.just do it To deliver record profitability and continued

to expand our competitive separation across the portfolio

Page 10: Brand Architecture Nike

NIKE, Inc.'s Brand PortfolioCole Haan

Cole Haan, a wholly-owned subsidiary of NIKE, Inc., is one of America’s leading luxury brands, offering high-quality men’s and women’s footwear, accessories and outerwear. Each product blends craftsmanship, design and innovation to give it distinctive character and style. Cole Haan operates more than 180 retail locations throughout the United States, Canada, the Middle East and Asia. Cole Haan is headquartered in New York City and Yarmouth, Maine. Cole Haan realized $463 million in sales in fiscal 2010.

Page 11: Brand Architecture Nike

Converse Inc

Converse, Inc., established in 1908 and based in North Andover, Massachusetts, has built a reputation as “America’s Original Sports Company”™ and has been associated with a rich heritage of legendary shoes such as the Chuck Taylor® All Star® shoe, the Jack Purcell® shoe and the One Star® shoe. Today, Converse offers a diverse portfolio including premium lifestyle men's and women's footwear and apparel. Converse product is sold globally by retailers in over 160 countries and through more than 50 company-owned retail locations. Converse realized $983 million in sales in fiscal 2010

Page 12: Brand Architecture Nike

Hurley International LLC

Headquartered in Costa Mesa, California, Hurley International LLC designs and distributes a line of action sports apparel for surfing, skateboarding and youth lifestyle apparel and footwear under the Hurley brand name. Hurley realized $221 million in sales in fiscal 2010

Page 13: Brand Architecture Nike

NIKE Golf

Located at NIKE’s World Headquarters in Beaverton, Oregon, Nike Golf designs and markets golf equipment, apparel, balls, footwear, bags and accessories worldwide. Nike Golf is passionately dedicated to ushering in the future of this great sport by developing ground-breaking innovations that enable and inspire athletes to become better. Nike Golf realized $683 million in sales in fiscal 2010

Page 14: Brand Architecture Nike

Umbro Ltd.

Founded in 1924 and headquartered in Manchester, England. Umbro, Ltd. designs, distributes, and licenses athletic and casual footwear, apparel and equipment, primarily for the sport of football (soccer), under the Umbro trademarks. Umbro Ltd. has been associated with football since the 1930s and its relationship with leading national teams and professional clubs includes exclusive endorsements and distribution rights for playing kit, apparel and equipment, including playing and training kits for England’s National Team. Umbro realized $224 million in sales in fiscal 2010

Page 15: Brand Architecture Nike

“Diversity and Inclusion is fundamental to Nike’s performance. It’s what makes them better. It’s what makes them smarter. It helps their business grow and helps us connect with consumers.”

Shares the fundamentals of diversity and inclusion to build awareness and understanding

Uses diversity and inclusion to inspire new ideas

Encourages connections between unlikely players.

Page 16: Brand Architecture Nike
Page 17: Brand Architecture Nike

Nike brand strategy an overview

Nike brand strategy an overview

Page 18: Brand Architecture Nike

NIKE Brand Overview

NIKE Brand President Charlie Denson provided an overview of how NIKE’s consumer-focused category strategy is driving growth through increased market place capacity and penetration, “NIKE is the most connected, authentic and distinctive brand in the industry.” Denson continued, “Our consumer focused strategy enhances our ability to deliver great product and elevated consumer experiences which will help grow the NIKE Brand to approximately $23 billion by the end of fiscal 2015.”*

Page 19: Brand Architecture Nike

NIKE Brand – Category Offense

Action Sports – comprised of NIKE 6.0 and NIKE SB, is the fastest growing category within the Nike Brand. The Company anticipates doubling its current estimated $390 million business by 2015.**

Athletic Training – started more than 20 years ago with the advent of NIKE cross training. This business, estimated at $1.4 billion, continues to redefine performance with key innovations like NIKE Pro base layer apparel and the Trainer1 shoe

Page 20: Brand Architecture Nike

Basketball – led by the strength of the Jordan Brand and excellent opportunities in the United States and China, NIKE’s basketball business is currently at approximately $1.7 billion in revenue.**

Football – with NIKE Brand Football revenue of approximately $1.7 billion, the Company is launching its largest-ever presence at a World Cup including new footwear, national team kits, and NIKE Football+

Page 21: Brand Architecture Nike

Running – with approximately $2.1 billion in revenue, NIKE’s original category continues to be the source for key innovations including Flywire, Lunar Cushioning, and Nike+ enabled footwear. Nikeplus.com is the world’s largest running club with close to 3 million registered members and Lunar Glide continues to expand the category’s growth opportunities.**

Sportswear – the Company’s largest category at about $4.9 billion continues leveraging new performance ideas from the six sports categories as well as franchise products like the Air Force 1 (which sells 15 million pairs a year 25 years after its debut).**

Page 22: Brand Architecture Nike

Women’s Training – with nearly $740 million in sales and the number one position in women’s training footwear in the U.S. and the top five European markets, a new generation of NIKE Free footwear – designed to strengthen the body and improve fitness by activating the core – in concert with the Company’s strongest ever apparel offering continues to drive growth in this category.*