According to Keller (2001), there are six main building blocks of brand identity. They are designed to create a unique connection with customers; salience, performance, imagery, judgements, feelings and resonance. Further, brand identity and equity building is a four-step process, which will be illustrated by the strategy described below. The four main steps of building brand equity are answering the following questions:
The Fila Brothers opened their first shop in Biella, Italy in 1911 (Fila, 2013). The brand has gained ever increasing identity since that time. The brand includes shoes, clothing and other accessory. The company is recognized worldwide, with their head quarters in Seoul, South Korea (Fila, 2013). Fila is easily recognizable by the logo and has changed over the years with their consumer base.