When Wise Ducks Meet

Jennifer Chen. Vinny Dom. Lynnyetta Keller. Shauna Stadnik.

Brand Audit

The Situation

The Re-Brand

The Implementation

What People Associate with

JanSport

1. School Backpacks 2. The 90s 3. Low-priced 4. Durable

What JanSport thinks it’s

Associations are

1. Outdoor Gear 2. Discovery 3. Fun 4. Quality

Outdated

Inconsistent Brand Image

Failure to Cater to Different Markets

Blast from the Past

Outdated

Inconsistent Brand Image

Failure to Cater to Different Markets

Current Homepage: www.jansport.com

JanSport is the Original Outdoor Gear Brand that embodies a culture of fun and discovery. We equip

people globally with quality, enduring and reliable products that enable the freedom to experience life's

adventures. ” “

Outdated

Inconsistent Brand Image

Failure to Cater to Different Markets

To Obtain Successful

Market Coverage

To Leverage

Iconic Name

To Revitalize the Brand

Why?

How? •  Focus on building wanted associations for JanSport

•  Distance brand from unwanted associations (i.e. just a school backpack, technical outdoors gear, etc.)

•  Communicate who JanSport is as a brand, not specific products.

•  Example: Converse

Key Associations

JanSport backpacks are…

Timeless

Everyday

Essential

Value

Classics Leisure On-the-Clock

Timeless Everyday Essential Value

Classics Leisure On-the-Clock

Timeless Everyday Essential Value

Fred Meyer Target Macy’s

JCPenney Nordstrom Rack

Dept Stores Plus… Big 5

Sports Authority

Dept Stores Plus… Office Depot

Staples

• Slogan:

Since Day One

Timeless Everyday Essential Value

• Website: Use basic colors. No user imagery & outdoor scenery for backgrounds.

• Ad Campaigns -  Focus on the product -  1st campaign should focus on “Timelessness” -  Advertise a lot at first to show how brand has changed

+ outdoor & mass media (billboards, buildings, TV)

•  Influencers - Use more subtle marketing

+ product placement + show variety of people use JanSport + event sponsorship

Timeless Everyday Essential Value