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
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. ” “
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
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