Keller establishes the four steps of brand building.
Nike
1. Salience : Customers consider Nike of a brand with high
quality and good design sport shoes.
2. Performance : Nike products owns high technical
performance.
3. Imagery : People consider that Nike represents the high status,
cool style, the winner in the competitive spot activities.
4. Judgments : Consumers give high credibility to Nike due to
its high quality, good design and innovation.
5. Feelings : Nike focuses on inspiration of their consumers,
making them believe that all they need is "just do it".
6. Resonance : Nike proposes the customization services to its
customers by offering from the customized shoes to the personal video filming
of participants during the run.
Adidas
1. Salience
: Adidas is a brand with certain depth and breadth by providing sports foot
wear, sports accessories, and personal care product.
2. Performance
: Adidas is known for its good quality(reliability, sustainability, durable) by
providing goods to the sportsmen.
3. Imagery
: Adidas associates itself with the successful and popular sportsmen and major
sports event, like world cups. Therefore, Adidas has a strong association with
soccer than any other sports.
4. Judgments
: Consumers give high credibility to Adidas due to its quality and performance
5. Feelings
: Feelings associate with Adidas is excitement, fun and self-respect. And
Adidas approach is more aggressive. They're focused on superiority, on speed,
energy, passion, strength, control. They try to awake the warrior.
6. Resonance
: Adidas gives consumers the possibility to chat between themselves and with
athletes. Consumers are the members in its online chat.
we really appreciate to work together on this project and we hope that you enjoy reading our blog.
Sportingly,
The Team
Mengdi Li
Marie-Caroline Lassagne
Irina Kalashnikova
Alexandra Tsarkova
Edouard Lévêque
