History of Converse - 3778 Words

Raffles College of Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll Converse – A case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands decide where economy or fashion goes. Brands gives names to new actions, make the world even more global and are synonym of power. Knowing how to create a reputation of the company with accurate strategies and acknowledging the risks of it, can bring fame and success. It is part of a company’s capital and because of that it needs smart and strategic management so it can generate profits. Converse has an interesting example of strategic brand management. Converse†¦show more content†¦Nike maintained the brand, without changing the aspect of the shoe. Converse was the first athletic shoe marketed by Nike without bearing the Nike name. In my opinion, the purchase was a great deal for Converse. Since both companies were competitors but at the same time had a different core products (Nike was focused on the hard sports image and Converse in the retro-look style; Converse was known for its low prices, Nike’s could go to double of the price), the buying was the opportunity to Converse rebuild itself and gained the market it owns today. The chief executive of Converse at that time, Jack Boys, referred to the company s troubles and changes. Over the past two years, we have rebuilt and reinvigorated the Converse brand, Mr. Boys said. But our job is not done. Under Nike ownership, Mr. Boys said, Converse hoped to expand further internationally. It’s estimated that more than 60% of Americans own or has owned a pair of Chuck Taylor All Stars during their lifetime according to Hal Peterson. Because of the heritage and respect that Converse had built over the years, the brand maintains in the market till the present date. Different generations became fan of the shoes when they discover it. With more than 100 years in the market, that is very impressive. Converse knows how to adapt itself to the generation and to the demand of the new fans. As an example, in 2010, in attempt to draw the attention of young shoppers, evenShow MoreRelatedConverse : More Than Just Shoes1640 Words   |  7 PagesConverse: More than just shoes The Chuck Taylor or Converse as everyone knows them, are everlasting icons of American culture. Everyone wears chucks from James Dean in the 60’s to Michelle Obama now. The range of owners of converse is astounding. The range of use in converse is amazing. The Chuck Taylor has been named one of the most influential shoes of all time. Sixty percent of all Americans have owned a pair of Chuck Taylors at least once in their lives. (History) Converse was founded in 1908Read MoreConverse Inc Campaign in Kuala Lumpur, Penang and Johor1088 Words   |  4 PagesConverse Inc. is a designer, distributor and marketer of high-performance and casual athletic footwear and apparel for men, women and children. The Companys products primarily include athletic footwear distinguished by its sports classics, sports performance and sports lifestyle product categories. The sports classics footwear category includes the Chuck Taylor All Star, the Jack Purcell tennis shoe, the One Star court shoe and other authentic heritage products. The sports performance footwear categoryRead MoreConverse Target Market Worksheet Analysis1625 Words   |  7 PagesCONVERSE TARGET MARKET WORKSHEET ANALYSIS GEOGRAPHIC As the earliest sneakers,with over 100 years of history, Converse, a American shoe company, has been considered as one of the most popular shoe companies in the world. At present it has covered more than 125 countriesï ¼Å'which have selling Distributor, Licensee, or Agent, over The Seven Continents. Set up in America and soon pop in Europe . Following the war and Market saturated in America and Europe, also the Asia Rising,Read MoreNike s Offensive Competitive Advantage1206 Words   |  5 Pageshelp eliminate a rival in their same industry (Bethel University, 2017). This is the case with Nike acquiring Converse. Nike purchased Converse in 2003 at a price of $309 million dollars (Forbes.com, 2003). Converse kept its name and Nike expanded their portfolio through this acquisition, it helped them to diversify into a new market with their industry. Prior to the purchase of Converse, Nike’s first acquisition was a company called Cole Haan, they sold out to Nike in 1988 an d Nike later sold themRead MorePost Ww2 Aircraft Manufacturing Problems695 Words   |  3 Pagesthe need for the jet engine. Unlike the Air Force, the Navy had not encountered jet engine aircraft in combat yet. The Air Force in pursuit of superior air power and national security, was the greatest catalysts in aircraft advancements post WW2 (Converse, 2012). As advancements in the jet engine evolved, aircraft were flying faster and further. The need for stronger structural parts meant the need for new manufacturing techniques (Bright, 1978). II. Problem The problem is that airframe manufacturingRead MoreEssay on Sweatchop in Indonesia600 Words   |  3 Pagesand Bangladesh. Companies or corporations choose to do their manufacturing process in these countries because of the cheap labor, availability of productive workers and the lack of law on working conditions. Nike; a famous sport brand, has a long history with this ethical issue. The problem emerged in 1991, after â€Å"Jeff Ballinger publishes a report documenting low wages and poor working conditions in Indonesia† (Nisen 2013, p. Online). The workers were paid closest to the legal minimum wage with onlyRead MoreFashion: Following the Coolest Trends Essay780 Words   |  4 Pageswear sneakers and flats. Boys wear sneakers like Reebok, Sketchers, Nike, Vans, Converse, Fila and etc. Girls wear lots of shoes like flats, heels, sneakers, boots, and sandals/ slippers. The most worn brands for girls are Combat boots, Converse, Candie’s and Blowfish and etc. Most certainly girls have more types of shoes to decide on than boys. It is all based on the type of clothes you are wearing. In my opinion Converse is the best shoe to wear! Forth of all, for girls, fashion includes makeupRead MoreThe Study of Modern Greek Language1204 Words   |  5 Pagesare a host of reasons why I intend to integrate Modern Greek language into my program of study. The pharmacy profession is a diverse one, with a wealth of opportunities worldwide. I intend to learn Greek not only to deepen my understanding of the history of our field, but also to promote my ability to work with different cultures in a diverse community. Learning Modern Greek will be essential for me to transfer my skills, if I so choose, to a pharmacy position in Greece. Currently, the Greek pharmacyRead MoreGod, And The Arguments Of His Existence929 Words   |  4 Pagescreation. What if it is really by mere chance and probability? We can’t even prove that God doesn’t exist. We only really know what we experience. Can a mere mortal really handle the whole of creation? Let’s think about this for a second. In all if history repeats itself can we really pick one person to take over? Can we imagine how things would be different? Would anything be truly different? Would it be better or worse? Can you fathom the idea that dogs have 3 eyes or turtles with wings? How differentRead MoreNikes Athletic Footwear Products1659 Words   |  7 Pagesinclude Jordan Brand Designs, Hurley, and Converse brands. ââ€" ¦ Jordan Brand Designs distributes and licenses athletic and casual footwear, apparel and accessories predominantly focused on Basketball using the Jumpman trademark. ââ€" ¦ Hurley designs and distributes a line of action sports and youth lifestyle apparel and accessories under the Hurley trademark. ââ€" ¦ Converse designs, distributes, and licenses casual sneakers, apparel and accessories under the Converse, Chuck Taylor, All Star, One Star, Star Chevron