Brand Leadership

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Brand Leadership

• Aaker and Joachimsthaler

Chapter 6
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Lessons Learned from Nike and Adidas
RetailBrand BuildingLessons

• Have a Clear Brand Identity
• Provide a brand-related customer benefitLearn,
  try, touch, feel, experience
• Leverage Brand Assets symbols, color, music,
  heritage, uniqueness
• Create a superior shopping experience
• Continuously innovate to keep the experience
  fresh
• Leverage the store and its learningPublicity

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Lessons Learned from Nike and Adidas
Brand BuildingLessons
Brand Building Involved SponsorshipsEndorsements
Subbranded productsFlagship storesGrass roots
events such as Adidas Streetball Challenge
1. Brand Building is not just advertising
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
NikeTownAdidas Streetball ChallengeAssessEvalu
ateAssimilate New Ideas.Brand Building
Programs are Invented
2. Brand building Involves Innovation
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
A great 50 m. Story can be told for 10m. JUST
DO IT
3. Excellence in Execution PaysHuge Profits.
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
There must be substance behind the
brand.Innovation is keyWaffle shoe, Air
Jordans, Feet You Wear Visible Air
Bags Removable SpikesAstroturf Shoes
4. Products are Keyto the Brand
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
PersonalityOrganizational AssociationsEmotionSe
lf-ExpressionNike Provocative, Aggressive,
In-Your-FaceAdidasFunctional
BenefitsParticipation, Team Building
5. The brand is morethan products
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
Brand Identity guides ProgramDevelopment and
Execution
6. Know the Brand Identity
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
Category / Business Unit teams thatRun Brand
Strategy.Leadership is not delegated to
outsidepartners such as an ad agency.
7. The Brand TeamShould Run the Brand
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
Go Beyond Functional BenefitsNike Advertising,
NikeTown, AdidasStreetball Challenge.Touch
Emotions
8. Connect withCustomers at anEmotional Level
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Lessons Learned from Nike and Adidas
Brand BuildingLessons
High End BrandsSilver Bullet SubbrandsBranded
TechnologiesDont isolate yourself from the
mass market
9. Use Subbrands to tell the Story