history of the air jordan
DESCRIPTION
History of the Air Jordan. Stock Price History (87 – 10). 2010. 1987. Source: yahoo.com. 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE. Brand Management: Air Jordan. 1. B RAND F OOTPRINT 2. P RODUCT P OSITIONING 3. C OMPETITIVE L ANDSCAPE. - PowerPoint PPT PresentationTRANSCRIPT
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: Jordan’s influence on brand grows with the Air Jordan III• 1989: Air Jordan IV distributed worldwide (1st in the line)
Michael Jordan’s success = Air Jordan’s 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 Jordan’s 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”
Stock Price History (87 – 10)
2000% Growth
1987 2010
Source: yahoo.com
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
TIMELINE1985 20081987 87-92 92-96 97-98 99-00 2001 2005
“Will you be the one?”
“Who Says Man is Not Meant to Fly”
“ Much Respect to the Believers”
“Become Legendary”“Let Your Game Speak”
“It’s all in the Imagination”
Brand Footprint
Core Values:• Work Ethic• Transcendence• Aspirational
Personality:• Exclusivity• Stylish & Attitude• Boldly Courageous
Brand essence: • “Wearing Air Jordan’s makes me feel like a 6’0
Michael Jordan” – Chris Paul, New Orleans Hornets
Footprint
Positioning
Competition
Drivers of Healthand Value
9
17. Different18. Stylish19. Straightforward20. Up to Date21. Traditional22. Helpful23. Progressive24. Best Brand 25. Down to Earth26. Daring27. Intelligent28. Upper Class29. Eco-friendly30. Simple31. Trendy32. Glamorous
33. Healthy34. Charming35. Visionary36. Kind37. Energetic38. Leader39. Rugged40. Carefree41. Community Minded42. Gaining in Popularity
43. High Performance44. Worth More45. Socially Responsible
46. Social47. Sensuous48. Independent
1. Trustworthy2. Friendly3. Dynamic4. Unapproachable5. Distinctive6. High Quality7. Authentic8. Innovative9. Good Value10. Cares for
Customers11. Original12. Arrogant13. Fun14. Reliable15. Prestigious16. Unique
The 48 Image Attributes
Total: 28/48 Fit Jordan Brand
Footprint
Positioning
Competition
PYRAMIDCBBE Pyramid
RESONANCE
SALIENCE
JUDGMENTS FEELINGS
PERFORMANCE IMAGERY
Zealous aboutFunctionality
HighestPerforming
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
Competition
• 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 isn’t Harold Miner, Kobe Bryant or
LeBron James. There is no next Michael Jordan.”
-Matt Powell, SportsOneSource.
Footprint
Positioning
Competition
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
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
Competition
Pric
e
Perceived Benefit (style, performance)
COMPETITIVE POSITION (1985)
Footprint
Positioning
Competition
Pric
e
Perceived Benefit (style, performance)
COMPETITIVE POSITION (2010)
Footprint
Positioning
Competition
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
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
Managing Brand Over Time
Line
Ext
ensi
on
Category Extension
Bags
Basketball Shoes
Apparel
HatsBaseball Shoes
Football Cleats
Sneakers
Boxing Shoes
Jerseys
Footprint
Positioning
Competition
Young and RubikinThe 4 Pillars of Brand Health
19
KnowledgeEsteemDifferentiation Relevance
*Healthy brands have greater Differentiation than Relevance
Footprint
Positioning
Competition
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Brand Management: Air Jordan
Footprint
Capsule/Elements
Positioning
Current Market
Jumpman75%
Nike20%
Adidas & Others5%
Market Share•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
Footprint
Capsule/Elements
Positioning
COMPETITION
Brands
Players
A Few Members of the Jordan Team
Footprint
Capsule/Elements
Positioning
Indifferent, No Emotional Bond
Deep Emotional Bond
Bare Bones Functionality
Exceeds Expectations
IMAGERY
PERFORMANCE
JUDGMENTS
RESONANCE
GROWING THE BRAND
Footprint
Positioning
Competition
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”.
QUESTIONS AND
ANSWERS
NEW COMPETITION