Nike / Sears / Kmart
The Sears-Kmart merger hopes to fabricate some sort of silver lining for both retailers but instead seems to embody the inevitable philosophy of "going down together." Kmart, an already sinking ship, certainly worsens conditions for Sears, and Sears does not have a strong enough current to keep Kmart afloat when there are enterprises like Wal*Mart and Target constantly blasting holes in the stern with brand messages of "smart and classy."
On the opposite end of the branding spectrum, Nike sits at the top of the todem and watches the plethora of other brands struggling beneath. Nike is the only brand of shoe for which people are willing to pay two to three times more just to bear the swoosh emblem in the gym. Nike is the only athletic brand creating new and original advertising (i.e. the Nike Pro Apparel "Warriors" campaign) while Adidas, Reebok, Puma, New Balance, and countless others attempt to "be like Mike" and copycat concepts to boost their market share. In reality, Nike only becomes more powerful and valued despite the efforts of brand emulation.
Before Sears merged with Kmart, Sears carried several Nike products, shoes, clothing, a few sporting goods...etc. However, when Sears announced the agreement with Kmart, Nike announced to Sears that they would no longer be needing their shelves. If Sears was opening up to Kmart, Nike was closing off to Sears. There is a simple equation and contingency of Nike's brand conservation.
Kmart is known for "lower quality, but dirt cheap," and Nike is a premium, high quality brand that can inflate prices based on brand equity and reputation.
What can brands like Sears and Kmart learn from brands like Nike?
Unfortunately not much can be accomplished at this point because when it comes to brand, this market does not allow much time and space for second chances let alone acts of desperation. Nike "got it" from the beginning, and continues to grow their market share by being the father ship. Consumers can see themselves inside the Nike brand and feel a sense of pride and confidence. Sears and Kmart cannot even even make consumers feel like consumers. Being loyal to these brands feels more like a public service.
Brand Value - Brand Identity Guru
Successful Guru marketers have a secret weapon that they use every single time they communicate about their businesses. It's one of those intangibles that are easily misunderstood. It's the ability to generate excitement about what you have to offer. And when your prospects are excited about your services, marketing becomes a whole lot easier. You get more attention, more response, more sales and more referrals.
Brand Identity - Corporate Identity and Brand Value
Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of these efforts.
Corporate Internet Branding ? Branding Your Business Online
Let me tell you a story about Pete and a pizza. After a long day of fighting uncooperative pipes and fixtures, Pete P. Lumber, of Pete's DuperRooter, was looking forward to a nice, hot, decidedly Atkins-disapproved pizza - the stuff of which dreams are made. The week before, Pete was doing a bathroom remodel at Bob's historical Chicago bungalow. The house had only one bathroom, so Pete had to complete the project as fast as possible. Due to a series of unfortunate events, some of which involved a repeated, forceful application of a rather large hammer, Pete stayed much longer than he initially anticipated. To bungalow owner Bob's delight, Pete completed the remodel the same day.
Creating Powerful Names for Products, Services, and Your Business
The name of your business is important--it's one of the first things potential customers know about it. And having unique names for each of your products and services can be a powerful selling tool. One way to make yourself and your business attractive is to have something exclusive and enticing, promising benefits. Good names for your business, products and services can do that. Good names market for you.
Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots
Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. They will be parked so evenly that you won't see them. This is why the telephone company and most large cable companies require drivers to put a cone behind their vehicle whenever they park their vehicles. It gets the driver in the habit of checking behind the vehicle since he has to get out and pick up the cone. You might also take a peak before you get in and drive away, especially if you are backing up. One day you will be glad you did.
Logo Files: Versions Of Your Logo That You Should Own
Your logo is the most important graphic element in which you will invest for your business. You should own the logo in many file formats. Having a library of logo files will enable you to send vendors the types of files they need (for example, other designers, printers, or other service providers).
Why You? -- Professional Identity Branding
You can have first-rate products and services, but if you can't establish the need, communicate the benefits and differentiate yourself from the competition in ways that make people want to do business with you, you'll forever be selling up hill.
Strategic Moves In The Branding Gamble!
The so called 'globalisation' has cluttered the world markets with so many products and services that nearly 90% of the marketing managers in competing companies do pretty much the same to sustain in the market. There is not much difference in the way P&G operates as compared to how Unilever gets its products to the market. Coke and Pepsi's operations nearly reflect each other and all that these two compete is on 'who spends more on advertising this year'! If one disagrees with this argument by saying "we provide better quality products/services", then don't forget that this is precisely where your competitors put their efforts as well. Southwest Airlines, the revolutionary domestic American low-cost no-frill airline, most of the time does exactly what its competitors do. Well, the only difference is that Southwest Airlines serves meals in the airport during waits and not on the plane. This in no way means that Southwest Airlines is performing better than its competitors. If you are doing well what you are supposed to be doing, then that is not differentiation but a prerequisite for competing. Also, doing the same things in a better way is a deserving effort but not a strategy, especially in the long run. If all the competitors in the industry tend to converge into an equable level, of prices/costs, quality, technological sophistication, service quality etc, how, then are you supposed to compete? In this scenario, what most management consultants will advise you is either to offer you clients with more than what your competition offers, for a higher price, for the same price, for a lower price or offer them less value for a lower price. But remember that all these options can give you a short-term edge, but will usually not sustain as you competitors will soon follow the bandwagon!
Extreme Makeover ? Small Business Edition
Have you ever watched one of those home makeover shows? You know the scenario. The homeowners have decorated or remodeled their house all by themselves. After awhile, they realize that what they did is unprofessional, it doesn't work, it's not what they want, it's not what they need, it's ugly, or they just flat out despise it. So, they hire an expert designer to help.
Articles: The Perfect Branding Tool
If you own a web-based business, you're probably aware of the need for things like link exchanges, lead-purchasing, SEO copy, banner ads and all of the "traditional" ways to get exposure on the World Wide Web.
Importance of Branding - Whats in a Name?
Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that identifies it to itself and the marketplace. A model may be beautiful, but without a name, she's just "that girl in that picture." Where would Norma Jean be without Marilyn Monroe, or who would imagine Coca-Cola as just a soft-drink manufacturer? A brand provides a concrete descriptor to customers and competitors alike, a name for a product or service to distinguish it from anything else. Bob may run a hobby shop, but trying to advertise as "The hobby shop a guy named Bob runs down the street a ways" is financial suicide. Each customer will have to describe the shop, who Bob is, and what the shop does every time someone asks about it.
Branding 101: Why Its Critical to Business Success and How to Do It Right
What's Your Brand?
Image is EVERYTHING
The absolute foundation of your small business is your image. The way potential clients and/or customers perceive your business sets the stage for the way your product or service is recognized and ultimately judged. Image is everything and it will affect your business either positively or negatively.
Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements
While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is not always possible.
Into The Limelight
To stand out in a cluttered world, become a recognized expert
Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir your blood... MAKE BIG PLANS. Aim high in hope and work." So wrote Daniel H. Burnham in the last century. The big plans are important. They capture your vision. The next step is to break them down into "do-able" chunks, chunks that can be done in even one day. That is what gives you a definite sense of accomplishment, isn't it? The big plans are necessary, the baby steps, imperative!
Why Should I do Business With You?
It's the question that is on the minds of all our customers regardless of what products or services we are offering. Potential customers want to know what makes you so different and why should they do business with you as opposed to one of your competitor's.
The Importance of Branding - Can It Really Make a Difference?
As consumers, we don't really think about the importance of branding. We just seem to go with the flow of brand names that have become synonymous with our daily living. But the impact of a name reinforces the importance of branding when we promote our business. Think about one of the world's most popular athletic shoe companies, Nike. The importance of branding is exemplified by the fact that when you hear Nike, you think athletics and "Just Do It." A great brand name and association has catapulted Nike to the top of its industry.
The Top 10 Strategies for the Positioning of Success
Many businesses of today are often driven to compete striclty on price, quality, and features of their products and services. Companies who prosper over the long term don't simply offer the best deals, the best quality, or the most impressive bells and whistles. If you want to win big in today's cutting edge world of business, you have to begin by thinking differently and by challenging the status quo. Whether you are a new or an established business owner, these ten powerful strategies will position your company for big success.
Brand Identity and Brand Image - Brand Identity Guru
It is important to distinguish between corporate identity, brand identity, and brand image. Corporate identity is concerned with the visual aspects of a company's presence. When companies undertake corporate identity exercises, they are usually modernizing their visual image in terms of logo, design, and collaterals. Such efforts do not normally entail a change in brand values so that the heart of the brand remains the same - what it stands for, or its personality.
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