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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.

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Presentation on theme: "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."— Presentation transcript:

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3 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: Jordans influence on brand grows with the Air Jordan III 1989: Air Jordan IV distributed worldwide (1 st in the line) Michael Jordans success = Air Jordans 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 Jordans final retirement from the NBA – Nike continues to market Air Jordan with active NBA players 2008: Large campaign around Air Jordan XX3 Today: Many athletes in many sports part of Jordan team

4 Stock Price History (87 – 10) 1987 2010 Source: yahoo.com

5 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE Brand Management: Air Jordan

6 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE Brand Management: Air Jordan

7 TIMELINE 1985 2008 198787-9292-9697-9899-0020012005 Will you be the one? Who Says Man is Not Meant to Fly Much Respect to the Believers Become Legendary Let Your Game Speak Its all in the Imagination

8 Brand Footprint Core Values: Work Ethic Transcendence Aspirational Personality: Exclusivity Stylish & Attitude Boldly Courageous Brand essence: Wearing Air Jordans makes me feel like a 60 Michael Jordan – Chris Paul, New Orleans Hornets Footprint Positioning Competitio n Footprint Positioning Competitio n

9 Drivers of Health and Value 9 17.Different 18.Stylish 19.Straightforward 20.Up to Date 21.Traditional 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.Energetic 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.Distinctive 6.High Quality 7.Authentic 8.Innovative 9.Good Value 10.Cares for Customers 11.Original 12.Arrogant 13.Fun 14.Reliable 15.Prestigious 16.Unique The 48 Image Attributes Total: 28/48 Fit Jordan Brand Footprint Positioning Competitio n Footprint Positioning Competitio n

10 PYRAMID CBBE Pyramid RESONANCE SALIENCE JUDGMENTS FEELINGS PERFORMANCE IMAGERY Zealous about Functionality Highest Performing Basketball Shoe It lets me play better Unseen Style, Color & Originality Elite, Exclusive, Rare I feel like a 6ft tall Michael Jordan -Chris Paul Footprint Positioning Competitio n Footprint Positioning Competitio n

11 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 isnt Harold Miner, Kobe Bryant or LeBron James. There is no next Michael Jordan. -Matt Powell, SportsOneSource. Footprint Positioning Competitio n Footprint Positioning Competitio n

12 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE Brand Management: Air Jordan

13 TARGET MARKET Basketball players, from NBA to young kids Expansion from shoes to apparel line – Still targeting basketball players, but also the fashion-oriented Footprint Positioning Competitio n Footprint Positioning Competitio n

14 Price Perceived Benefit (style, performance) COMPETITIVE POSITION (1985) Footprint Positioning Competitio n Footprint Positioning Competitio n

15 Price Perceived Benefit (style, performance) COMPETITIVE POSITION (2010) Footprint Positioning Competitio n Footprint Positioning Competitio n

16 Footprint Capsule/ Elements Positioning Footprint Capsule/ Elements Positioning 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

17 Footprint Capsule/ Elements Positioning Footprint Capsule/ Elements Positioning 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

18 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 Extension Category Extension Bags Basketball Shoes Apparel Hats Baseball Shoes Football Cleats Sneakers Boxing Shoes Jerseys Footprint Positioning Competitio n Footprint Positioning Competitio n

19 Young and Rubikin The 4 Pillars of Brand Health 19 KnowledgeEsteem Differentiation Relevance *Healthy brands have greater Differentiation than Relevance Footprint Positioning Competitio n Footprint Positioning Competitio n

20 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE Brand Management: Air Jordan

21 Footprint Capsule/ Elements Positioning Footprint Capsule/ Elements Positioning Current Market 3 out of 4 for basketball shoes sold are Air Jordans The Jordan brand has established itself as the premium designer brand in athletic footwear Source: http://bit.ly/g3jjeH : SportsOneSource

22 Footprint Capsule/ Elements Positioning Footprint Capsule/ Elements Positioning COMPETITION Brands Players

23 A Few Members of the Jordan Team Footprint Capsule/ Elements Positioning Footprint Capsule/ Elements Positioning

24 Indifferent, No Emotional Bond Deep Emotional Bond Bare Bones Functionality Exceeds Expectations FEELINGSFEELINGS IMAGERY PERFORMANCE JUDGMENTS RESONANCE GROWING THE BRAND Footprint Positioning Competitio n Footprint Positioning Competitio n

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26 We have neither given, utilized, received nor witnessed unauthorized aid on this deliverable and have completed this work honestly and in accordance to the professors guidelines.

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29 QUESTIONS AND ANSWERS

30 NEW COMPETITION


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