Logos that paved the way for branding
Understanding the process that we know as branding is not an easy task. For many of us is hard to explain what is the main meaning of this expression. But, that is not strange because here we speak about hard and a very long way from starting a business until climbing to the top.
On the other side, every time we hear the word brand, some sparkling voice in our heads is telling us we now that is something valuable and worthy of buying.
If you think a bit more about branding, what would you say this word means? Is that only the company name, a sign or picture, a word or something similar? Whatever you chose from the examples given before, you would be wrong.
Branding is a complex activity of making consumers over the years to change, in a positive way, their perception of quality connected to some specific logo and name. It
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This logo was not the working result of many professionals who decided to make it, but only the outcome of talented student of Portland State University, Carolyn Davidson. This sign, known as Swoosh, survived some changes over the year. But, still it kept the originality. Since the time it had appeared in 1971, the brand creation has started. Nike pushed Swoosh in 1971 together with Just Do It. Today we can see the results of Nike's big efforts. Although Swoosh sign cost only $35 as an idea, today it is worth $26 billion.
If you think that opening stores all around the world was enough for success, you are not thinking in the right direction. Together with big investments in numerous acquisitions, Nike had a good policy of promoting their brand throughout different sport events. Many famous people from different sports promoted their equipment and some of them are as follows:
・ Ilie Nastase – the first Romanian tennis professional who started contracting for Nike's promotion
・ Michael Jordan – famous basketball