Presenting the all new power logo which displays more aggression and power. This is one of my designs to revamp the whole brand in terms of its branding and positioning. Other posts regarding the same would follow soon.
Initially when Power was launched it was positioned as a sportswear brand. As per brand’s original image of a sportswear shoe a tagline of “athletic sportswear” was given to it. At that time the brand (in India) with the absence of sports majors like Nike and Adidas was one of the largest selling branded sports wear shoes. Then came the time of liberalisation and all new kinds of international brands started entering India and the competition became cut throat. Due to the advent of these powerful brands the market share and the sales of power went down although the demand for such shoes was increasing. So Power changed its positioning from sportswear to target the youth and tried to mix the elements of fun, youth, rebel elements and no signs of any sports (evident in the ads). They moved away from their core positioning as a sports wear shoe. The tagline was also changed to “Be smart” (which in itself is very weak). The image of the company was lost and the brand started to sink.
As observed in the research the reasons for such were many like the low brand awareness levels in today’s youth, unavailability of variety in shoes/designs etc., less reliability and Durability.
Resurrection of the brand named “POWER”:
The segmentation and the targeting structured would remain the same for the brand as it is currently. The positioning of the brand however needs to be changed drastically.
As seen in the current positioning by the promotions and Ads the company is positioning the brand in the wrong manner. The right way of positioning the product is to get back to the basics and position the brand in the manner it was created to be, i.e. its association with sports is the main link here. The brand should be once again positioned as a sports wear, innovative, multipurpose, and stylish and still be associated with sports. All the big brands today like Adidas, Nike or Reebok are doing the same. The target group of these shoes are mostly players themselves or are heavy followers of sports like football, tennis and above all Cricket (especially in India), and if not the case they still are influenced by them most of the times.
So the way it might be projected should be as the brand which is a durable and stylish sportswear for any and every sport.
Disclaimer: This is pure work of creativity & imagination and is no where related to the actual brand POWER or the company BATA.
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