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Tuesday, December 25, 2012

History of Converse

Raffles College of Design and Commerce Strategic Brand Management Born in Basketball, raised by Rock and Roll hold forth A display case study Nailton Oliveira 114MDA3530 April, 2012 INTRODUCTION Branding is, in fact, in the spot these days. They are everywhere. Brands adjudicate where economy or fashion goes. Brands gives names to new actions, pack the world even more global and are synonym of power. Knowing how to create a reputation of the community with sinless strategies and acknowledging the risks of it, can bring fame and success. It is part of a companys capital and because of that it needs smart and strategic management so it can generate profits. parley has an interesting example of strategic brand name management. Converse started small, as a shoe company in 1908, USA. With more than c years of existence, Converse went from a no-count manufacturer (they even produced tires in the beginning) to an icon of self-expression, originality and independency. The brand grew this image reaching the discipline public in the right time. Starting with the Chuck Taylor All Star and aiming on the basketball, Converse passed to a manufacturer of military products during the war. Later, with the born of Rock and Roll, it became the attribute that holds until the present days.
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Converse knew how to fight the competitors, to get out of bankrupts and to hold back it name with a strong design and adaptable death penalty to it public. Moreover, all of that was made with little effort, in a port that the brand achieved the level of awareness that dispensed advertising. Converse registered in 2011 more than 8 million of fans on Facebook (more than Nike and Adidas, main competitors) and when Geoff Cottrill, Converses chief marketing officer, was asked what the brand did, he replied: vigor! THE COMPANY History of Converse The history of Converse dated from more than 100 years. In 1908, in Malden, Massachusetts, Marquis M. Converse started a rubber shoe company, based on the premise... If you want to get a full essay, order it on our website: Orderessay

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