Airwalk

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...