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Converse Brand Equitty

Spyros Langkos
September 28, 2014

Converse Brand Equitty

Converse Brand Equitty

Spyros Langkos

September 28, 2014
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  1. the brand name the logo 1908 the Rubber Shoe Company

    Be independent enough not to follow every other company in every- thing they do! the history
  2. our friend - the consumer relationship - engagement.. You want

    to change the world…your sneakers can help you get there!!! Stylish Canvas Trendy 16-24 Highschool With poarents expressive happy convenient 25-35 higher education rent original spontaneous eighties 35-55+ post-graduate own house l Comfort l Stylish l Casual l Affordable USP
  3. academic models • Relationship friendly, personal, connectivity • Physique don’t

    follow the crowd, rebel against conformity • Personality cool, fun, creative, edgy, bold • Culture iconic footwear, bas- ketball, urban, uncon- ventional, distinctive • Self image good experience, free- dom, part of something bigger, not sitting still • Reflection expression, health & fitness, celebrities, community, socialized brand identity prism (kapferer) perceptual map brand pyramid RESONANCE trend, socialy active, affordable JUDGMENTS loud, synthetic, durability, smell ugly FEELINGS libaration, hustling, rightfull, adrenaline PERFORMANCE to the point, simple, loyalty IMAGERY bold, memorable, creative, crafty SALIENCE heritage, reputation, accessible, charitable
  4. …the Future Revolution ! enhancement of physical well-being distinct rebellion

    look to find individual identity exhilarating experiences social connectivity refuse to accept convention rebelling against conforming social urban culture not to go unnoticed Converse Social Converse Revolution encourage physical interaction Express yourself through CultuRe - try something new Show your mood - colour Art, Music, Creative Writing, sport Clothing - stle style - accessories Teach/inspire others your opinion - it matters! Get outside, escape now! be individual go against the crowd improve your self esteem relax - be yor yourself Be sociable Through cultural activities Connect with people not comp Compete or work together get outside of the virtual world create/share memories give and receive, help others re-connect with lost friends build/strengthen friendships pass on wisdom Be a rebel Start a trend, Look & FEEL unique Inspire others to be themselves Break the rules - liberation Do something for you Break away from tech Escape Everyday conformity Break the mould Be surprising. not trying too hard Be active improve FITNESS & WEll-being Seek thrills feel the adrenaline buzz meet new people - team sports get creative with your surroundings Embrace new fITNESS Tech get involved. don*t sit on the sidelines Explore the city you live in
  5. thank you !!! References • www.converse.com • www.trendwatching.com • Google

    news archive • Now & Next (2010): “Converse Timeline”. www.nikebiz.com/media/pr/2008/02/documents/converse-timeline • www.flickr.com • www.conversestore.net • www.footasylum.com • Mintel (2006): “Converse booms with Nike collaboration”. • Google images • www.dribbble.com