Академический Документы
Профессиональный Документы
Культура Документы
(Kapferer)
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Constructed Receiver
What is a Brand???
Brand Experience
External
Internal
Name
Logo
Advertising
Brand Identity
Environments
Products & Service
Business Process
Customer Relations
Brand Values
Training
Quality
Staff Motivation
Recruitment Policies
Technology etc..
Now let us look at the Brand Identity Prism based on Kapferer model
and the 6 key dimensions in it
-Name
-Advertising
-Environments
-Logo
-Brand Identity
-Products & Service
-Business Process
-Brand Values
-Quality
-Recruitment Policies
-Customer Relations
-Training
-Staff Motivation
-Technology etc..
Constructed Source
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Constructed Receiver
Physical
Product features, symbols & attributes
Personality
Character & attitude
Relationship
Beliefs & association
Culture
Set of Values
Reflection
Customers view of the brand
Self-Image
Internal mirror of customer as user of brand
For Sify India let us look at how they have built the brand basis the
Kapferer Model
Sify India
Physical
Kite Symbol, Online Access
Personality
Innovative & Tech savvy
Culture
Customer centric & Indian
Self -image
"net" way of life empowered
Reflection
Consistent & dependable performer
Relationship
Best guide to the net
Let us now understand the prism in more detail with a case study
Adidas
Research Problem
How have Adidas used the instrument branding, and which roll did it play in the
competition between Adidas and Nike?
The strategies of Adidas were based on advertising, sponsorship programs for team end events
and sub-brands
Among the similarities between the campaigns for Adidas and Nike we can see their strategies to
advertise in a huge scale
One difference is that Adidas Endorsement program is focusing on major global events, sports
associations, and teams, and Nike, in contrast, focuses on individual athletes and their success
While Nike have Nike Town shops in the bigger cities in the world, Adidas have created The
Adidas Streetball Challenge which started out in Germany 1992 and five years later it had over
500.000 participants
In the finals in Germany it attracted 3200 players and 40.000 spectators
Both Nike and Adidas began their turnarounds by developing a brand identity
In each case, this exercise led to a focusing of the brand and initiatives that built the brand in new
directions
Sender
Receiver
Physique
Personality
Reflection
Kapferer means
what the central
purpose of the brand
is (that is what the
brand does)
Self-Image
Kapferer means how
the individual in the
targeted group
identify the brand in
relation to himself
Two dimensions are still left to be explained in the prism, the Relationship and the
Culture
The Relationship is, according to Kapferer, externalizing the brand from the
company outwards, and the culture is an aid for internalizing the brand in the
organization and in to the conscious of the customer
The Culture is, according to Kapferer, the strongest dimension in the prism. It
represents the difference between one brand and another
Adidas
Picture of Sender
Physique
Sports and fitness
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Personality
Traditional, conservative,
collective
Relationship
Quality and heritage
Culture
European, Traditional
Reflection
True sportsmanship, A
good team player, Strong
work ethic
Self Image
Relates more to competing
than to winning
Picture of Receiver
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Nike
Picture of Sender
Physique
Sports and fitness
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Personality
Like Jordan, Woods
Relationship
Sponsorship, ethics
Culture
American, Just do it!
Reflection
Aggressive, provocation,
in- your face
Self Image
Cool, I am an athlete
Picture of Receiver
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Adidas
Nike
Picture of Sender
Picture of Sender
Physique
Sports and fitness
Personality
Traditional,
conservative,
collective
Relationship
Quality and
heritage
Culture
European,
Traditional
Reflection
True sportsmanship, A good
team player, Strong work ethic
Self Image
Relates more to competing than
to winning
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Physique
Sports and fitness
Relationship
Sponsorship,
ethics
Reflection
Aggressive, provocation, inyour face
Picture of Receiver
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Culture
American, Just do l
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Self Image
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Cool, I am an
athlete
Picture of Receiver
Comparative Analysis
Personality
Like Jordan,
Woods
Nike centred their brand equity model on the platforms, the endorsement focus strategy, creating a
dominant media presence, development of Flagship stores, Nike Town and sub-branding
The Adidas strategies were based on, endorsement focus strategy, advertising, sponsorship
programs focusing on major global events, sports associations, and teams, and sub-brands
To create brand awareness both companies have been using endorsement strategies in their
brand-building programs
What differs is that Adidas focuses on sponsorship of teams and events e.g. national teams and
big sport events like the Olympic Games and different World Championship events. This will help
them to create awareness with help from different types of media
In contrast Nike has their focus on individuals like M. Jordan and T. Woods and their success
stories
About the second strategy, advertising Nikes advertising strategy was to create dominant
presence in media. Nike created media presence in several trend setting United States cities. TV
ads linking Nike to a city were used, but real drivers were huge oversized billboards and murals on
buildings that blanketed cities with messages featuring key Nike-sponsored athletes, not products
Adidas took up the competition with Nike through raising their advertising budget to a level that
made it possible to compete with Nike on the same conditions and the same strength as Nike did
to capture the consumer interest
Adidas did not just spend more money; they made an impact with brilliant executions. They
made TV and other advertising campaigns. The company communicate their heritage of
innovation, technology and big success stories with personalities like Emil Zatopek, Mohammad Ali
Adidas tried to spread meanings like We know then- we know now and There is nothing between
you and success, so exceed your own expectations and limitations and Earn it
The success was obvious and after hard work and striving toward a top position in the industry
Adidas was back in business.
Nikes third strategy was to develop, flag ship stores, Nike Town shops in bigger citys, first
national, and then abroad
Nike was the first company to establish flagship stores and it turned out to be a sensation
Adidas choice was to experiment with sport events, with which they made great success.
Examples of that is the Adidas Streetball Challenge a local three-person team basketball
tournament, this event started out as a trail in Berlin in the beginning of the 1990s as one time
occasion
In the mid 1990s it had become a huge sport event with about 500.000 participants all over the
bigger cities in Europe
In the finals in Germany it attracted 3200 players and 40.000 spectators
Adidas made hereby a brand-building success
The Nike customer associated the Nike brand with words like sports, attitudes and life style.
Reasons for that is one can relate to or identify one self to Nikes marketing campaigns like Just
do it and the companies front athletes like Michael Jordan and Tiger Woods. For Adidas one
image study of consumers found the brand very trendy, modern and cool
The survey was made in late 1990s. All marketing actions that both companies are implementing
will hopefully result in loyal customers
Adidas introduced a sub-brand in 1990 to serve the high-end products for all categories of shoes
and apparel. The Equipment sub-brand would represent the best, whatever the product was
The low-end products, for the normal consumer still have a high technology and level of
innovation because of their inheritance of the older innovations and technology from the Equipment
line
This strategy made the Adidas brand take on a different meaning; it still meant participation,
emotion and performance
This was a success strategy for Adidas so successful that Nike copied their idea and introduced
their own line, the Alpha line, based on the same idea
Nike advanced from $1 billion dollars in 1986 to $ 9.9 billion in 2002, Adidas advanced from $1.7
billion in 1992 to $4.8 billion in 1998
According to sales figures for the both companies, it seems that both Nike and Adidas companies
have succeeded to create a brand loyal customer who perceives the Nike and Adidas products as
top quality
Conclusion (1)
Both Adidas and Nike have used the same theoretical systems to create their brand building
programs
The companies are benchmarking each other, using the techniques from each others successes,
when Nike launched their sub-brand product Alpha line which was benchmarked on Adidas already
launched sub-brand of the Equipment product line for the elite of sports men
We can find many similarities like endorsements strategies and the companies advertising
strategies but what differs in the endorsement strategies is that Adidas focuses in sponsoring
teams and global events, while Nike have their center of attention on stars in specific sport like
basketball and Michael Jordan or in golf and Tiger Woods
About advertising both companies have about the same scale and scope of advertising but they try
to communicate different messages
The messages from Adidas is; the only one you compete with is your self whereas Nike
communicate a provocative, aggressive winner attitude which can be related to the American
sports attitude You dont win silver, you lose gold
As we can understand the two companies are aiming at nearly the same targeted customer group
but with a slightly differentiation of attitude
Adidas stand for a competing and winning over your self-attitude, and Nike stands for a winning
over everyone attitude
The differentiation is based on the differences in culture between the two companies and between
Europe and USA
As an overall reflection one can see that Adidas had to overcome, that the both companies had the
same target group. Adidas choose a brand-building strategy that built on the same theoretical
criterias as Nike. But they created a differentiation in identity of the brand (as seen comparing
analysis in the Kapferer Prism Model above) compared to Nike
Conclusion (2)
Adidas had the same strategy within creating equity value to their brand
They challenged Nike in endorsement strategy, and in advertising, but with a slight difference in
communicated message, by doing it trough the same medias. To differentiate them self and make
totally own awareness activities, events like Adidas Streetball Challenge was created. Events like
those communicated the Adidas brand around the world
According to the results and positions the brand-building programs have given both Adidas and
Nike in the sport industry, one can say that branding have been a totally determining factor. On top
of that they made it so good that they are used as models in higher education.