Sports Brand CONVERSE Converse also how far - Video Encoder/Decoder Manufacturer

1992 , CONVERSE came to China; in 2002, canvas footwear sales leader. Years, tortuous path level, CONVERSE seem to be galloping ahead of Yimapingchuan. 03, NIKE acquisition of U.S. CONVERSE headquarters, but also how far the Chinese CONVERSE?

First, the brand's core values issues

Brand core (value) is the brand's essence, it represents the very center of a brand, not because of the time change and shift. For example, Haier's core values is "sincere", directly demonstrated the brand slogan is "sincere forever", the same, its R & D, star service, publicity and promotion are also on the interpretation and extension of this idea .

CONVERSE brand's core values what is it? Perhaps the question should be left to the United States to do global positioning (NIKE come, but not surgery). At a minimum, the current lack of a performance brand CONVERSE core values, and will not Xintianyou as mid-month change in the brand new slogan.

Second, the brand's image, personality traits,

If the core value orientation related to the U.S. brand owners that can not be defined, then, according to CONVERSE strategic goals of China's brand and market development and more accurate positioning brand image, building brand personality is around the corner . The so-called brand image, personality refers to how consumers view your brand, brand what is in the minds of consumers, it reflects the feeling of the brand to consumers, or the current association. For example, the image of the Marlboro cowboy, the image of Disney's joy stimulation. Brand image is essentially knowledge through constant propaganda to achieve.

CONVERSE image is like? By Malone, Rodman and other NBA players out of the professional performance, sports, or to Xu Jinglei, though she is shown the youth, fashion? International Jeans from Lee's was once branded the decline of the sun to rise in the domestic beverage brand crashing collapse (of course, the reasons for the decline and collapse are complex, but one important aspect of the brand), experience tells us that the brand image of the flip-flop around Swing is in any case have established a strong brand can not afford.

Take a look at NIKE, which in the minds of consumers what is like? Strategy through its spokesman to spy. NIKE's voice is Ronaldo, Michael Jordan, Tiger Woods and so on. Who are they? First, they are athletes, and most of the category TOP of the athletes, followed by the star. NIKE seems not to consider what Britney Spears, Ricky Martin and the like, despite their reputation high, or even on Ronaldo, Tiger Woods. NIKE strategy through spokesmen that we can clearly "see" the core of NIKE's brand image: motion. Of course, as a people, its content, the image can not be single, it will lead to many of the halo surrounding the "movement" around, such as fashion, technology and so on. But in any case derived, the rest are halo, is the fullness of the means is the core movement. Therefore, NIKE is the first in the eyes of the consumer movement, then use the fashion ah, ah like technology to plump it. NIKE companies do is in accordance with this line to shape its image.

To the voice strategy for NIKE case, not to say that spokespersons strategy must imitate CONVERSE NIKE, use of sports stars, but rather that he can polish the jade stone hills, CONVERSE can derive inspiration: a brand endorsement, he (she ) image (content) on behalf of the brand's image (content). In the use of Xu Jinglei, though she is the star of popular canvas shoes in the profits when the shoes are also being harmed by them? A little more clearly expressed is that if the selected movie stars, our ability to ton output capacity, is no longer in the sport and leisure, swing it? ?? However, if really give up the sport, to create casual, the brand image of the reduced leisure brands such as associating with BELENO risk is considerable. If that is the core of NIKE movement, to full, forging the core of a technology, then, if CONVERSE core image is classic, that is used to plump, forging the image of this core is it?

In the values of pluralistic society, people will not like the sixties and seventies did wear the same uniform, singing the same song and dance with a dance, worship the same idol. Who now each have their own ideas, his own choice, their own preferences and choose their own personality and identity of the brand. Without a clear definition of the brand image of the personality, but for all young people trying the products, it is likely that not all young people to take. If a person is in fact a brand, it has its own distinct personality characteristics, determine its ability to impress in the minds of consumers. Even as a mediocre passing in front of you swinging too hard to impress in your mind, and a reason Mohican hairstyle with a small youth flash before your eyes can stay overnight in your head impressive as, CONVERSE without strong brand personality, it is difficult to accept new information in the daily impressed by the young mind, more talk about identity. Of course, personality does not mean that is strange, but a CONVERSE own, unique.

Third, brand culture, how performance issues

Brand is the brand personality of cultural expression, brand culture, brand nurturing connotation make clear, and has more charm. CONVERSE brand culture and heritage is Harley-Davidson motorcycles, Coca-Cola, Levi's and other par, should be said that American culture "warm optimistic, free and uninhibited, bold face," the spokesperson. NIKE is a young American brand on it still embodies the spirit of the United States: Justdo it, I can! A kind of dream, there in the future, not afraid of failure and strive for self-confidence of the American spirit. CONVERSE and NIKE two performance despite different, but all can be said to represent American culture, although of course the core of American culture in the same performance, but the specific forms or their different?? This is exactly the shift