nike air jordan - brand management presentation
TRANSCRIPT
History of the Air Jordan
The beginning of the Air Jordan • 1985: Adidas or Nike? – Michael Jordan signs with Nike • Jordan fined for wearing shoes during NBA games
• 1988: Jordan’s influence on brand grows with the Air Jordan III • 1989: Air Jordan IV distributed worldwide (1st in the line)
Michael Jordan’s success = Air Jordan’s success • 1992: MJ & Olympic “Dream Team” win gold in Barcelona • 1993: Bugs Bunny in Air Jordan commercials • 1998: Derek Jeter signs with Air Jordan
Keeping the brand relevant • 2003: Michael Jordan’s final reWrement from the NBA – Nike conWnues to market Air Jordan with acWve NBA players
• 2008: Large campaign around Air Jordan XX3 • Today: Many athletes in many sports part of “Jordan team”
Stock Price History (87 – 10)
2000% Growth
1987 2010
Source: yahoo.com
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
TIMELINE 1985 2008 1987 87-‐92 92-‐96 97-‐98 99-‐00 2001 2005
“Will you be the one?”
“Who Says Man is Not Meant to Fly”
“ Much Respect to the Believers”
“Become Legendary” “Let Your Game Speak”
“It’s all in the ImaginaWon”
Brand Footprint
Core Values: • Work Ethic • Transcendence • AspiraWonal
Personality: • Exclusivity • Stylish & Ahtude • Boldly Courageous
Brand essence: • “Wearing Air Jordan’s makes me feel like a 6’0 Michael Jordan” – Chris Paul, New Orleans Hornets
Footprint
Posi5oning
Compe55on
Drivers of Health and Value
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17. Different 18. Stylish 19. Straighjorward 20. Up to Date 21. TradiWonal 22. Helpful 23. Progressive 24. Best Brand 25. Down to Earth 26. Daring 27. Intelligent 28. Upper Class 29. Eco-‐friendly 30. Simple 31. Trendy 32. Glamorous
33. Healthy 34. Charming 35. Visionary 36. Kind 37. EnergeWc 38. Leader 39. Rugged 40. Carefree 41. Community Minded 42. Gaining in Popularity 43. High Performance 44. Worth More 45. Socially Responsible 46. Social 47. Sensuous 48. Independent
1. Trustworthy 2. Friendly 3. Dynamic 4. Unapproachable 5. DisWncWve 6. High Quality 7. AuthenWc 8. InnovaWve 9. Good Value 10. Cares for
Customers 11. Original 12. Arrogant 13. Fun 14. Reliable 15. PresWgious 16. Unique
The 48 Image Apributes
Total: 28/48 Fit Jordan Brand
Footprint
Posi5oning
Compe55on
PYRAMID CBBE Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
Zealous about FuncWonality
Highest Performing
Basketball Shoe
“It lets me play beper”
Unseen Style, Color & Originality
“Elite, Exclusive, Rare”
“I feel like a 6s tall Michael Jordan”
-‐Chris Paul
Footprint
Posi5oning
Compe55on
• 10.8 % share of the overall US shoe market. – Second biggest brand in the country
– More than twice the size of Adidas’ share! • 75% of basketball shoes sold in UN • 86.5 % of all basketball shoes sold > $100.
Score Board
“The breadth and reach of this line will never be duplicated. …the next Michael Jordan isn’t Harold Miner, Kobe Bryant or
LeBron James. There is no next Michael Jordan.”
-‐MaI Powell, SportsOneSource.
Footprint
Posi5oning
Compe55on
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
TARGET MARKET
Basketball players, from NBA to young kids
Expansion from shoes to apparel line – SWll targeWng basketball players, but
also the fashion-‐oriented
Footprint
Posi5oning
Compe55on
Price
Perceived Benefit (style, performance)
COMPETITIVE POSITION (1985)
Footprint
Posi5oning
Compe55on
Price
Perceived Benefit (style, performance)
COMPETITIVE POSITION (2010)
Footprint
Posi5oning
Compe55on
Footprint
Capsule/ Elements
Posi5oning
Points of Parity
One of many basketball shoes on the market
No longer the only signature shoe
Sold by Nike, which sells many lines of basketball shoes and apparel
Footprint
Capsule/ Elements
Posi5oning
Points of Difference
First Signature Shoe
Finger print inside tongue of shoe
Not just a basketball shoe but a fashion statement
Exclusivity from owning a pair
Managing Brand Over Time
Line Extension: Parent brand used for new product that targets new segment in the category
Category Extension: Parent brand moves into new category.
Line
Exten
sion
Category Extension
Bags
Basketball Shoes
Apparel
Hats Baseball Shoes
Football Cleats
Sneakers
Boxing Shoes
Jerseys
Footprint
Posi5oning
Compe55on
Young and Rubikin The 4 Pillars of Brand Health
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Knowledge Esteem
DifferenWaWon Relevance
*Healthy brands have greater DifferenWaWon than Relevance
Footprint
Posi5oning
Compe55on
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
Footprint
Capsule/ Elements
Posi5oning
Current Market
Jumpman 75%
Nike 20%
Adidas & Others 5%
Market Share • 3 out of 4 for basketball shoes sold are Air Jordans
“The Jordan brand has established itself as the
premium ‘designer’ brand in athle5c footwear”
Source: hpp://bit.ly/g3jjeH : SportsOneSource
Footprint
Capsule/ Elements
Posi5oning
COMPETITION
Brands
Players
A Few Members of the Jordan Team
Footprint
Capsule/ Elements
Posi5oning
Indifferent, No EmoWonal Bond
Deep EmoWonal Bond
Bare Bones FuncWonality
Exceeds ExpectaWons
FEELINGS
IMAGERY
PERFORMANCE
JUDGMENTS
RESONANCE
GROWING THE BRAND
Footprint
Posi5oning
Compe55on
We have neither given, uWlized, received nor witnessed unauthorized aid on this deliverable and have completed this work honestly and in accordance to the professors’ guidelines”.
QUESTIONS AND
ANSWERS