I am what I am ??? Personality traits are what the brand will live or die for.......

For a brand is concerned, if no personality in the consumers mind, it will be difficult to leave a deep and lasting impression. Brand personality refers to each brand to the individual character of the show
Brand Personality ?

Brand Personality?

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Brand Personality

Mc Donald

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" Idol

NBA

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Puma

POSITIONING

Converse, the shoe company that invented the famous Chuck Taylor AllStars is still successful after more than 100 years. One of the reasons for this enduring success is undoubtedly the strong and unique brand personality. John Hoke, the vice president of the company assumes that youngsters don t want to be just someone that represents the brand, he is convinced that they are looking for a brand that allows them to be who they are or who they want to be. This statement matches perfectly with the personality of Converse: optimistic and bold. A personality that inspires consumers to be creative and original. In a society where almost every brand puts a mark on consumers from the moment they wear/use the brand, I think it is nice to know that there s at least one brand that gives the consumers the opportunity to wear/use the brand like they want to!

Vienna Deschrijver

E.E. Cummings once wrote : To be nobody but yourself in a world which is doing its
best, night and day, to make you everybody else means to fight the hardest battle which any human being can fight; and never stop fighting. My conclusion? Converse is fighting with us.

Onitsuka tiger
in the Asics Onitsuka Tiger’s personality is always very simple and unique. This key can move individual consumers through the complex and deep but do not try to encourage more individuality, and that is unwise We can see from Onitsuka Tiger Coolidge Lo shoes design. This is a simple and unique. Sometimes though, rich colors, style variety, the overall style is very simple. Then, we may think this is a simple and impressive brand image. Simple style to attract people’s attention easily. They are easy to match with other clothing, you will never have any problems, these shoes I should. Onitsuka Tiger shoes if the function is multifaceted, but I think it is difficult to maintain its charm. Restrictions limit the number of personality does not mean the brand’s performance.

Adidas
Adidas claims that, "the brand values of the company authenticity, inspiration, honesty and commitment are derived from sport." Historically, this sensibility was demonstrated through early and continued involvement with Olympic athletes, as well as active sponsorship of major global sporting events like the World Cup. Today these events provide an ample playing field for sportswear companies to duke it out for representation and thus market share However, the key to revitalized success seems to lie in the considerable endorsement deals adidas has developed with world class athletes. Recent sports figures representing adidas dont only score high marks

in their game they also score high in their celebrity quotient. British football star David Beckhams relationship with adidas has no doubt lent itself well to the brands visibility in the UK. Recently dubbed "Captain of England," Beckham led his team to victory in the 2000 FIFA World Cup. It doesnt hurt that hes married to a highly visible, ex-Spice girl and is often seen in the tabloids sporting the adidas logo. With Europe as adidass largest market, exposure like this reflects in the numbers; sales grew seven percent to US$ 2.7 billion, last year. Stateside, Kobe Bryant is another example of a winning adidas endorsee. The LA Laker and youngest NBA all-star player is an athlete with substantial celebrity leverage. This translates directly into sales, young men who idolize Bryant want to play basketball like he does, and thus will want to wear what he wears. The equally compelling Russian born, American-bred tennis star Anna Kournikova also meets these criteria. Shes a young, brilliant professional athlete whose celebrity extends well beyond the world of tennis like Bryant and Beckham shes captured the publics interest in mainstream newspapers, magazines and tabloids. Adidas continues to prove itself as a brand built to last through a game plan of reinvention. With the recent acquisition of a lifetime partnership with Orlando Magic's Tracy McGrady (basketball) and its heavy involvement with 2002 World Cup, it continues to strike savvy deals that capitalize on the star power of young athletes and increase its visibility in the marketplace. It appears that team adidas has honed its strategy to become a revitalized contender in todays competitive sporting goods market and is now duly recognized as the sneaker of yesterday and today.

NIke
Nike is known around the world for being one of the most iconic brands. It was recently ranked as the worlds 31st most valuable brand in terms of its brand value USD10.8 billion by the annual Business Weeks global top 100 brand survey. In spite of many market maneuvers (such as the recent merger between Adidas and Reebok), Nike has remained the leader in its category. Nike is also very well known for another aspect and that is its consistent use of celebrities to endorse the brand. In fact one of the most successful collaborations between a brand and a celebrity is that of Nike and Michael Jordan. So successful was the collaboration that Nike and

Jordan launched a new brand variant called the Air Jordan line of sport shoes. Nike pulled off a very similar coup in the sports industry when it joined forces with the ace golfer Tiger Woods to enter the golf category with its apparel, equipment and accessories. Nike had no experience in golf before. Moreover, golf being a very elite game, it was generally considered that a brand like Nike would not be very successful. This might have probably been true had Nike chosen the traditional path to building its equity in the golfing arena. But Nike chose to associate with the best golfer in the world and have him endorse the brand. As is known today, Nike has emerged highly successful in golf.

K-swiss
My gut reaction was split in two ways: 1. This is awesome As a consumer of entertainment, I can t get enough of it. You can t look away from the screen when Kenny Powers is on it. He s one of the most provocative personalities since Sacha Baron Cohen s triumvirate of inappropriateness and he s wildly entertaining. If you re in the right demographic. Which brings me to my second reaction: 2. Is this right for K-Swiss? Prior to this campaign, I would have told you that K-Swiss was a bit of a stiff brand, sort of classic, and for people who cared about their shoes staying white and matching other articles of clothing they were currently wearing. In other words: not for me. This is a tremendous leap in a different direction with a new target customer. Maybe abandoning their old image will come back to haunt them, or maybe it ll pull off exactly what they wanted to achieve. Either way, it s messaging that gets attention, provides value in the form of entertainment, and is clearly getting media coverage. But will that make a new generation of people buy K-Swiss? Maybe, maybe not. Perhaps more importantly: will it make an old generation of people stop buying K-Swiss? Jon Thomas has a smart take over on the Post-Advertising blog (which originally inspired this post and is definitely worth a read): It s certainly not endearing them to their legacy fans that liked the upscale, tennis whites. But maybe they realized that those fans could only take them

so far, and there may be an opportunity to take an approach so over the top that any other brand that tried it would only be imitating, not duplicating. What s your take? Should my conservatism in the face of innovation be mocked? We both know Kenny Powers would think so.