Nike / Sears / Kmart

The Sears-Kmart merger hopes to fabricate some sort of silver lining for both retailers but instead seems to embody the inevitable philosophy of "going down together." Kmart, an already sinking ship, certainly worsens conditions for Sears, and Sears does not have a strong enough current to keep Kmart afloat when there are enterprises like Wal*Mart and Target constantly blasting holes in the stern with brand messages of "smart and classy."

On the opposite end of the branding spectrum, Nike sits at the top of the todem and watches the plethora of other brands struggling beneath. Nike is the only brand of shoe for which people are willing to pay two to three times more just to bear the swoosh emblem in the gym. Nike is the only athletic brand creating new and original advertising (i.e. the Nike Pro Apparel "Warriors" campaign) while Adidas, Reebok, Puma, New Balance, and countless others attempt to "be like Mike" and copycat concepts to boost their market share. In reality, Nike only becomes more powerful and valued despite the efforts of brand emulation.

Before Sears merged with Kmart, Sears carried several Nike products, shoes, clothing, a few sporting goods...etc. However, when Sears announced the agreement with Kmart, Nike announced to Sears that they would no longer be needing their shelves. If Sears was opening up to Kmart, Nike was closing off to Sears. There is a simple equation and contingency of Nike's brand conservation.

Kmart is known for "lower quality, but dirt cheap," and Nike is a premium, high quality brand that can inflate prices based on brand equity and reputation.

What can brands like Sears and Kmart learn from brands like Nike?

Unfortunately not much can be accomplished at this point because when it comes to brand, this market does not allow much time and space for second chances let alone acts of desperation. Nike "got it" from the beginning, and continues to grow their market share by being the father ship. Consumers can see themselves inside the Nike brand and feel a sense of pride and confidence. Sears and Kmart cannot even even make consumers feel like consumers. Being loyal to these brands feels more like a public service.

Molly Sunderdick
Brand Strategist
Stealing Share, Inc.

____________________

Advertisement: Honest Riches - Click Here!

Advertisement: Lost AdWords - Click Here!

Advertisement: Get $1 Million A Month In Google Pay-Per-Click Ads Free! - Click Here!

Advertisement: Who Loves Money? - Click Here!

Advertisement: SEO Elite, the GrandDaddy of SEO Software - Click Here!

---

Importance of Business Branding

Branding is very important to a business, whether it is an online or offline business. Your brand will be the first impression the public has of your... Read More

Attract More Clients With A Brand Identity

You've probably heard that people buy products and services from people they know, like and trust. And, as I have done, you've probably wondered how you can... Read More

All About Branding

In this article i will explain how you can make your brand an succes.Corporate branding...does not start at your logo and stops at your products. The corporate... Read More

Branding - More Than Just a Statement - A Memory Scar

Conjure up in your mind broad rolling meadows with runs of cattle or stock of some type, all discriminate by virtue of a registered brand. That's a... Read More

Brand Building 101

Building your brand into a brand leader isn't easy. There are 2 areas that can really help you grow your brand, passion and consistency. Passion is incredibly... Read More

Franchising is Virtually Fraud Free

The number of complaints to the Federal Trade Commission on Franchising do not indicate ramped fraud in the franchising sector. The FTC before Congress gave a report... Read More

Not So Stationary Stationery

The elements and functionality of the basic stationery system is changing. With the advent of email, fax, web and cell phones, stationery systems must be adjusted to... Read More

Brand Strategy - Brand Identity Guru

If you could have the secret recipe and all the manufacturing facilities of Coca Cola but not the Coca Cola brand-or have its famous brand but no... Read More

Product Positioning for Enterprise Software and Information Technology Companies

Good marketing positioning is like good lying. No, we're not suggesting that you lie when creating your company and product positioning. Anything but, in fact. But, it's... Read More

Branding: What Not to Do

Here's a little story about what not to do as you carve out a name for yourself in the world of internet business.Don't use a miscellaneous email... Read More

Pressure Washing Companies and Co-Branding

Pressure washing companies often miss what we call 'super niche' markets, those industries which very much need pressure washing services and are willing to pay top dollar... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while retaining loyalty2. Shortens the sales cycle3. Deflects competition4. Resists commoditization5. Establishes top of mind awareness (mindshare)6. Generates... Read More

Fast Forwarding Your Business

If you think only big corporate names need to think about things like brand names, think again. Your brand says a lot about you and your business,... Read More

Company Vehicles Have Advertising on Them; Tips on Driving in Parking Lots

Try to avoid backing up whenever possible. Occasionally some one in a small car will park directly behind you at a gas station or stop sign. They... Read More

Choosing The Right Business Name

Sometimes, new entrepreneurs are in such a rush to get started at their businesses that they jump right into working with customers without giving much thought to... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that marketing is simply advertising your product or service, how wrong you are.Marketing is the art of allowing... Read More

Brand Equity Building - Measuring Brand Value

Measuring brand equity allows a company to establish a baseline and track changes in its brand equity over time. If a company consistently works to improve the... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands - it is critical to the ongoing brand management process to have meaningful and actionable data-driven measures of... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the beauty of branding, brand building and just spouting branding in any context, especially when the term is... Read More

Brand Identity Guru - Is Your Brand Vital?

The world is not waiting for you?or your product or service. Or your firm. Or your firm's message. They're getting along just fine without you. Until you... Read More

Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann.... Read More

What About Me? What You Need To Know About Me-Marketing

What about me? Are you asking yourself this question? If not you should be. Don't wait until you are in crisis mode when you are losing your... Read More

Importance of Branding - Whats in a Name?

Branding is perhaps the most important facet of any business--beyond product, distribution, pricing, or location. A company's brand is its definition in the world, the name that... Read More

Revealing the Roots: The Process of Building Brand

How is branding different than marketing?Branding is not so much different from marketing as it is an element of marketing. We think of marketing as a tree;... Read More

Speech on Branding from a Franchisor Founder

I was asked today by a group of students; What do you feel is the best way to build brand name and why? And what significance do... Read More

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer or design team while creating your brand identity materials as possible, we know that this scenario is... Read More