Essay
unit 28 assignment 2 - distinction
- Module
- Unit 28 - Branding 60
- Institution
- PEARSON (PEARSON)
distinction work , jd sports , nike and adidas
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Tahmid ChoudhuryUnit 28
Time to The Change Brand
Every business has a brand strategy because without the brand
strategy it wouldn't allow a company to seek its vision , know its
target audience , its purpose and know its personality. Also ,
having a brand strategy helps the company tell the difference
between themselves and their competitors which links with the
purpose because being different from your competitors allows the
company to achieve their goals differently.
JD Sports has 7 different brand strategies which the company
wants to achieve and allow the company to grow than ever they
thought. Their branding strategies are: Global Expansion , Market
Positioning , Store Portfolio , Multichannel , Brexit , Investing in
New Businesses and Environment.
● JD Sports wants to globally expand the same as with all
other businesses if they are capable of doing it. The company
already has 300 stores across 11 countries and they want to
develop further into the Asia Pacific region. Also they want
to develop more stores in the USA as the company believes
they have got momentum there. The company wants to do
this because they get positive feedback from international
brands which allows them to build stores overseas.
● The company wants to increase their market position as they
are known as a high premium retailer. JD Sports wants to
improve on this because they believe they can build a
deeper relationship with their consumers through physical
store improvements. Also they'll always try to stay authentic
with their products as they sell because they believe that
this is one of the links between them and their consumers.
For this strategy , the business wants to keep that strong
bond for their consumers so the business doesn't lose out on
their consumers and make sure that the business name
doesn't get ruined.
● The multichannel strategy wants to improve the ways how
consumers can shop at their stores within their stores or
online. JD Sports are always trying to improve different ways
how customers can shop in their stores meaning they want
to allow customers to shop in store with different payment
,Tahmid Choudhury
Unit 28
methods. Also JD Sports are looking into ways how they can
transport their products overseas as if they got some stores
in the USA and they want services that will allow them to
deliver their products all over the US.
● JD Sports are always looking into investing in new
businesses as they believe that will help them build up their
profits but also for their shareholders because they want to
enhance the level of returns for them.
● All businesses are going to be affected by the Brexit deal as
business would have taken precautions of the situation. This
is important for businesses in the UK because this will
impact the businesses imports and exports as the UK isn't
part of Europe anymore. Also all businesses must be aware
of the environment because people do care about the
environment and for businesses they must take this in as it
wouldn't tarnish the companies name.
These strategies for JD Sports are the combination of them
reaching their goals. The strategies allow the company to seek
their vision and purpose as they carry the fundamentals of why
the business has a strategy. If a business was not to have a
strategy , the business would be in a dilemma as the company
would not know why this company exists or what's the purpose of
it. So JD Sports having these strategies allows them to fulfill the
needs of the company within the business and out including
reaching the ultimate goal for the company.
https://www.jdplc.com/our-strategy
JD Sports sell different types of shoes and clothes from different
brands that people would know. The two products I am going to
choose are the Nike shoes and Adidas Clothes.
If you look at the Nike Air Forces , the originals
are only sold in black or white but the product
being from Nike does a lot for the company
itself and JD Sports. This is because JD Sports
being known for selling brands like Nike and
Nike falling under the sports category allows
, Tahmid Choudhury
Unit 28
both companies to link with each other. Also JD Sports core values
is for them to bring in products from brands that are known and
Nike being a brand that is very popular in people's eyes allows
them to help JD Sports to meet their values. However , if you were
to put the shoes to the side , Nike have made a hijab for the
muslim women and they had got muslim athlethes wearing it too
which shows that Nike take in other religions including that they
do care about the culture in their business.
https://news.nike.com/news/nike-pro-hijab
The Nike Air Force being a classic trainer just looks like a trainer
but consumers love this product in white because Nike are the
only brand that makes this classic trainer in that design. Also , the
fact it's from Nike allows them to sell because they are sold at a
reasonable price and consumers would like to wear something
that's from a known brand.
The shoe itself carries the Nike logo as well meaning that whoever
wears the shoe will be carrying the logo with them all the time
which allows the brand to recognised along with the product and
this is good for the business because when a person recognises
that product , they will realise its from Nike which would mean
they would go to the Nike website or a retail store such as JD
Sports to get themselves a pair. Also being bought in white has
that connection with the consumer because they wouldn't want to
crease or stain the shoe as the white is really clean to them. The
consumer would look after the pair of shoes as it's something
precious to them because their money has been spent on it and if
they were to stain or crease them they would have to buy another
pair which is the only negative point about the shoe but does
Nike a favour. This is because once the shoe has been damaged
the consumers would want another pair which allows Nike to
generate more revenue from the same consumers.
https://footwearnews.com/2020/fashion/opinion-analysis/nike-
air-force-1-popular-sneaker-1203046942/
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