WESLEY MINISHMDM 530 Brand Development April 2014 3.2.2 Week 2 Design Project Rebrand Assignment

COMPETITIVE REVIEWRound Two golf balls

Callaway

NIKE

Titliest

Onliness Statement: The only golf balls that has no manufacturing process allowing for cheaper prices.

Onliness Statement: The only golf ball with the hexagon dimple pattern, which increases distance and control.

Onliness Statement: Nike golf is the only golf ball manufacture that provides a golf ball for every player regardless of his or her handicap. We strive to innovate and develop our ball to give the customers an advantage on the golf course.

Onliness Statement: Titleist Slogan is the number one golf ball on tour. More professional golfer use Titleist Pro V 1s than any other golf ball by far. The Pro v 1 is the top ball for good reason, Titleist has been developing the ball along side the game for many years.

COMPETITIVE REVIEW 2.

Similarities: Deliver the same product as the competitor. Round Two:

Differences: Over come the taboo of used golf balls.

Callaway:Similarities: Produce a top of the line golf ball.Differences: Price, Callaways are twice as expensive as the competition.

NIKE:Similarities: Produces a quality golf ball similar to many others.Differences: Provide a golf ball for every type of player which helps lower scores.

Titiest:

Differences: Rules as king of the golf balls.Similarities: Produce a high quality golf ball.

ROUND TWO GOLF BALLSSWOT Analysis

Weaknesses: Must rely on golf courses for merchandise, competition, and processing product.

Strengths: Round two has very low overhead and no manufacturing process

Opportunities: Expanding the company into more golf courses. Create a collaboration with golf courses nation wide.

Threats: Loss of merchandise and competition.

Round Twos Onliness Statement: Round Two golf balls are an affordable golf ball backed with high price technology. Round Two golf balls give you the quality of top of the line golf balls at bottom of the barrel prices.

ROUND TWO Round Two Is the brand I chose to redesign.

Commitment: Round Two is committed to providing the golfer what they need in a quality golf ball.

Vision: Round Two has a vision for the future of golf and it involves innovation and development of its product.

Flexibility: Round Two is a leader in product development it changes its product as the consumers needs change.

Differentiation: Round Two is the only golf ball company with the new dimple in dimple technology which reduces drag and increases distance. !

Value: Round Two golf balls provide an affordable ball that plays like an expensive one.

Sustainability: Round Two has pledged to become the most sustainable golf ball company by the year 2020.

CALLAWAY

Callaway’s onliness Statement: The only golf ball with the hex dimple shape that gives the customer a distance advantage.!

Vision: Callaway has vision. The hexagon shape dimple is a design that has put their balls at the top of the market.

Authenticity: Callaway pledges to the Authenticity of its product it is developed out of customer needs and tested on the greens.

Commitment: Callaway is committed to knocking Titelist off of the top of the golf ball market.

Flexibility: Callaway provides the customer with a choice of balls the meets the needs of todays players.

Coherence : Callaway Provides a complete line of golf equipment ranging from clubs to apparel and everything in between.

OLD NEW

NIKE : Nike is the company from the rebrand assignment.

NIKE

Nikes onliness statement: Nike golf is the only golf ball manufacture that provides a golf ball for every player regardless of his or her handicap. We strive to innovate and develop our ball to give the customers an advantage on the golf course. !

Vision: Nikes vision is to provide a golf ball for every player.

Coherence: Nike has a consistency in packaging that is like no other company. This set them apart and allows for the customer to recognize the product easily.

Value: Nike pledges to provide the best product for the price.

Meaning: Nike is one of the most recognizable icons in all sports. Nike use this image recognition on there golf balls. The nike logo is on every ball. This logo has a long held meaning of quality for nikes customers.

Titleist

Titleist Onliness Statement: Titleist Slogan is the number one golf ball on tour. More professional golfer use Titleist Pro V 1s than any other golf ball by far. The Pro v 1 is the top ball for good reason, Titleist has been developing the ball along side the game for many years.

Value: Titleist provides the best golf ball in the game of golf.

Vision: Titleist vision is to get there golf balls into the hands of every professional golfer on tour.

Authenticity: The name Titleist carries with it an amount of authenticity that others strive for.

Commitment: TItleist is committed to producing the best golf ball in the game of golf.

Meaning: Meaning is clear for Titleist, they provide the best balls in golf and the professional will choose there balls. If the professional are using there ball than everyone else will too.

WORKS SITED

Wheeler, A. (2013). Designing Brand Identity. Hoboken, New Jersey, USA: John Wiley and Son.

Neumeier, M. (2007). Zag. New Riders.

rebrand.com. (n.d.). Retrieved april 12, 2014, from rebrand: http://www.rebrand.com/2010-best-nike-golf !

Minish, W. Photographer. MTCC, Morganton, North Carolina. !