Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal
Advertising Information | Blogging & RSS | Branding Information | Copywriting
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting | |
| |
| Branding Information | |
|
|
|
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. Molly Sunderdick
MORE RESOURCES:
Branding - Google News |
|
|
|
RELATED ARTICLES
Standing Under the Umbrella And Still Getting Wet Make More Money Making a Name for YourselfCalling all realtors, financial planners, insurance brokers, multi-level & network marketers, and anyone else who works in the precarious and often misunderstood position of operating under a large company brand umbrella yet operating as a separate business unto itself. You may find that you're standing under the umbrella and you're still getting wet-- not enjoying the unlimited personal and financial rewards that business opportunity offers. Branding - More Than Just a Statement - A Memory Scar Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That's a most common and accepted understanding of branding. Does Your Message Pass the Test? Develop an effective benefit message and you're well on your way to building your company's entire marketing program. After all, you need focus to create success. Trademark Issues in the Mobil Auto Business There have always been trademark issues and lawsuits in the mobile auto service business. I know this because I own several such businesses. Picking The Design Company Which Is Right For You So you've decided to go for it-you're ready to choose a design company to create your logo and other marketing materials. It seems easy enough. Choosing The Right Business Name Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to their BUSINESS NAME. "I'll just do business under my own name for a while, until I find something I like. Effective Public Relations Essential for Personal Branding Move over pop star "Posh Spice" Adams and English soccer hero David Beckham, the personal branding power of newly engaged Australian celebrity sports couple Lleyton Hewitt and Rebecca Cartwright could be worth up to $100 million dollars.In terms of public relations and effective public relations, their media performance this week in both print and television proves they have the potential to become a truly global brand and rival Posh and Becks on the world stage. Intelligent Design comes from Brand & Account Planners I've been reminded recently, rather forcefully, that not all reality hackers are anti-neoconservatives. Bush endorses teaching 'intelligent design'. Could Ray Kroc have founded McDonalds in the Era of Sarbaines Oxley? Over regulation of our free markets is stifling our growth in America and killing the next superstar Entrepreneurs. Let's discuss just how bad it really is. Branding Your Radio or TV Campaign With A Musical Identity (aka Audo Logo, aka Jingle) You don't think twice about a business card and letterhead logo for the visual aspect of your campaign, why not an audio logo to brand your broadcast campaign?With the magic of music you can capture the personality of your business, create an emotional connection to your target audience and get recall & branding recognition (in some instances with people tapping their feet and singing your company name) even when you are not on the air.The majority of advertisers use the free production services that radio and TV stations offer to save money. Brand Equity Brand equity can be defined in many different ways. I have developed a simple, yet powerful, definition of brand equity. What the Heck is Branding and Why Should I Care? There's been a lot of buzz lately about branding. But what exactly is it, and who needs to do it? Simply put, a brand is what makes your business uniquely YOU! It's the way you present your business and how the world perceives it. 12 Ways to Reduce Postage 1. Never send a letter that weighs less than 30 gms. 10 Secrets for Free Media Placement Why pay a high priced PR agent when you can get free media placement to promote your product, service, or book?Follow these top ten tips for 2005 and it will be your most profitable year yet!1. Write an attention grabbing headline. Light Up Necklaces Help Promote Red Doors Movie at the 2005 Tribeca Film Festival Awards June 13, 2005 -- Jane Chen (Producer) of the Red Doors Movie stated, "The necklaces have been a huge hit. Several people have offered to buy them. Trade Journals in Franchising As many people know Industry Trade Journals in America have gone through a tough time in recent years due to slowing of advertising dollars. In franchising there is no difference. Too Dull? Too Sharp? You work hard getting the right cover message and words for your brochure. Now, you want to give it a look, an image. Business Image One of the most important things in a business is a clean image. I started a small business when I was twelve years old and built it up in a very large small business and then franchised the business. You'll Bring a Parade of Business to Your Door! Parades happen in every big city and many small towns. They are fun, relaxing and most people are there because they really want to be. Blonds Have More Fun! In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann. During WWII, Hartmann recorded 352 confirmed in-flight victories.
|
|
Home | Marketing eCourse | Online Marketing Kit | Web Hosting | Links | ClickBank Portal Advertising Information | Blogging & RSS | Branding Information | Copywriting |
| Copywrite © 2006 www.AdAdvantageSuccess.com All Rights Reserved. |
