A brand CULTURE is an explanation of the “WHY” of a product. The brand culture defines the values of a brand. Brand IDENTITY is an explanation of the “WHO” the product. “Who are we?” This explains a brand’s identity. WHY are we like that. This explain the brand culture.
Nike's identity is that is a good company that does good things for people. When kids started killing each other for shoes, Nike's culture, its values, couldn't allow this to go on. Nike's culture made it change its image and its advertising.
Showing posts with label nike. Show all posts
Showing posts with label nike. Show all posts
Thursday, June 9, 2011
Tuesday, June 7, 2011
SOCIAL MEDIA STRATEGY AND BRANDING: WHAT IS BRAND PERSONALITY AND WHY IS IT IMPORTANT
- Brand identity is when we define ourselves.
- Brand pesonality is when other prople define us
- An example is Coach Taylor on "Friday Night Lights"
- This is important because unless we define ourselves, our brand will be hijacked with terrible reprocusssions.
- An example is Nike.
- Nike defined themselves as a concerned brand, the market defined them as "cool shoes". Kids strarted killing one another
- Nike took back its brand
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