Submitted by: Submitted by mcunning
Views: 381
Words: 568
Pages: 3
Category: Business and Industry
Date Submitted: 03/14/2011 10:25 AM
Airwalk
Wednesday, February 24, 2010
9:35 AM
1. Started in Southern California
2. Started by skateboarders
3. Geared toward the hard core skateboarder
Brand Loyalty - Involves 3 Stages
1. Brand recognition - when skateboarders become aware of the brand.
1. Brand preference - when you have a positive experience with the brand and so you will buy them again.
1. Brand instance - when you refuse alternatives and you seek out airwalks.
Incredibly popular in the late 80s by hardcore skateboarders
* The had created brand equity
* Brand Equity - refers to the added value that a certain brand name gives to the marketplace.
* When you know something about one of their products, you assume the same thoughts about the product you don't know much about.
* Brand Identity - When a brand is used to express values then we say it has brand identity.
* It is value expressive consumption - whenever the customers buys a certain brand they are expressing who you are. If you bought airwalk then you were saying you were a skateboarder.
* Brand Personality - distinctive image that captures a good's character and benefits. When you describe a brand by giving it personality characteristics.
* Brand Extension - A new product sole with the same brand name as a strong existing brand.
* Cobranding - an agreement between two brands to work together in marketing a new product
* Licensing - An agreement in which one firm sells another firm the right to use a brand name for a specific purpose and for a specific period of time.
* In their early years, airwalk used a concentrated marketing strategy
* Then decided to expand their target market
* Sponsorships - PR activities through which companies provide financial support to help fund an event in return for publicized recognition of the company's contribution.
* Demographic Variable
* Variables such as geographic location, rural...