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Related Branding Articles:
Donald Trump On Branding - Brand Identity Guru
How many real estate developers you know by name? Of those that you know, how many of their projects do you remember? Even a layman knows that Trump owns golf courses, hotels and office buildings around the world.
Brand Warfare is More of a War than You Think
If you do not find this interesting perhaps you might find the line extension of Kingsford Charcoal interesting. 3-types now. What about Raid, the bug killer, they have it now for ants, slugs, flies and ants/roaches, Roaches only. Raid for the garage, for the bathroom, for the kitchen and for the garden. 7 different types. They own the entire space for bug killer on many a store shelf. And what about our famous Lego Brand? They already have all the Star Wars characters and hardware of spacecrafts, and structures.
Brand Value - Brand Identity Guru
Excitement is often misunderstood because we usually equate excitement purely with displays of high energy and enthusiasm. The stereotypical marketer is PT Barnum and Anthony Robbins rolled into one with enough energy to light a small city. This ideal is not so easy to emulate. Most of us give up on the idea of generating excitement because we don't think we have the personality for it. We feel it would be artificial and forced.
Nike / Sears / Kmart
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 Brand Strategist Stealing Share, Inc.
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