Download - Nike air jordan - brand management presentation

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

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




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

18

Knowledge Esteem

DifferenWaWon Relevance

*Healthy brands have greater DifferenWaWon than Relevance

Footprint

Posi5oning

Compe55on

1. BRAND FOOTPRINT




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