Air Jordan 2
Air Jordan 2
Air Jordan 2
2000% Growth
1987
Source:
yahoo.com
2010
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
1985
1987
87-92
2005
TIMELINE
2008
Become
Legendary
Let
Your
Game
Speak
Will
you
be
the
one?
Much
Respect
to
the
Believers
Who
Says
Man
is
Not
Meant
to
Fly
Its
all
in
the
ImaginaWon
Brand Footprint
Footprint
Posi5oning
Compe55on
Core
Values:
Work
Ethic
Transcendence
AspiraWonal
Personality:
Exclusivity
Stylish
&
Ahtude
Boldly
Courageous
Brand
essence:
Wearing
Air
Jordans
makes
me
feel
like
a
60
Michael
Jordan
Chris
Paul,
New
Orleans
Hornets
Drivers of Health
and Value
Footprint
Posi5oning
Compe55on
17.Dierent
18.Stylish
19.Straighjorward
20.Up
to
Date
21.TradiWonal
22.Helpful
23.Progressive
24.Best
Brand
25.Down
to
Earth
26.Daring
27.Intelligent
28.Upper
Class
29.Eco-friendly
30.Simple
31.Trendy
32.Glamorous
33.Healthy
34.Charming
35.Visionary
36.Kind
37.EnergeWc
38.Leader
39.Rugged
40.Carefree
41.Community
Minded
42.Gaining
in
Popularity
43.High
Performance
44.Worth
More
45.Socially
Responsible
46.Social
47.Sensuous
48.Independent
8
Total:
28/48
Fit
Jordan
Brand
CBBE Pyramid
PYRAMID
Footprint
Posi5oning
Compe55on
RESONANCE
Zealous
about
FuncWonality
PERFORMANCE
Highest
Performing
Basketball
Shoe
Elite,
Exclusive,
Rare
SALIENCE
Score Board
Footprint
Posi5oning
Compe55on
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
TARGET MARKET
Footprint
Posi5oning
Compe55on
Footprint
Posi5oning
Compe55on
Price
COMPETITIVE POSITION
(1985)
Perceived
Benet
(style,
performance)
Footprint
Posi5oning
Compe55on
Price
COMPETITIVE POSITION
(2010)
Perceived
Benet
(style,
performance)
Points of Parity
Footprint
Capsule/
Elements
Posi5oning
One
of
many
basketball
shoes
on
the
market
Sold
by
Nike,
which
sells
many
lines
of
basketball
shoes
and
apparel
Points
of
Dierence
Footprint
Capsule/
Elements
Posi5oning
Not
just
a
basketball
shoe
but
a
fashion
statement
Exclusivity
from
owning
a
pair
Sneakers
Line Extension
Footprint
Posi5oning
Compe55on
Bags
Boxing
Shoes
Apparel
Football
Cleats
Hats
Baseball
Shoes
Jerseys
Basketball
Shoes
Category Extension
DierenWaWon
Relevance
Esteem
Knowledge
1. BRAND FOOTPRINT
2. PRODUCT POSITIONING
3. COMPETITIVE LANDSCAPE
Current Market
Footprint
Capsule/
Elements
Posi5oning
Market Share
Nike
20%
Jumpman
75%
COMPETITION
Footprint
Capsule/
Elements
Posi5oning
Brands
Players
Exceeds ExpectaWons
IMAGERY
PERFORMANCE
JUDGMENTS
QUESTIONS
AND
ANSWERS