Brand Consciousness #1 - Callaway Golf

Through their commitment to innovation, Callaway Golf Company creates products and services designed to make every golfer a better golfer. Callaway Golf Company manufactures and sells golf clubs and golf balls, and sells golf accessories.

Callaway Golf’s main logo is the “Old English Callaway logo” that harkens back to the history of the game… its English origins and strong ties to the mythic St. Andrews golf course.

In 2002, however, Callaway golf added what they call “the chevron device” to their imprint. “For the first time since the Company started selling golf balls in 2000, the Old English Callaway Golf logo and chevron will be stamped on every ball. This logo treatment replaces the original "Circle C" Callaway Golf ball logo.” I cannot find any discussion on the origins or meaning of the chevron. Since I, myself, play with Callaway clubs…. I’d like to think it means “V for victory”.

Brand Consciousness #2 - A tradition of confidence, backed by science

If you golf, it doesn’t matter what kind of a golfer you are to Callaway Golf. Tournament golfer or recreational golfer, Callaway Golf Company makes products that help you improve your game. As evidenced in their current product-laden ads, Callaway Golf touts their cutting-edge technology and respect for the game to “help every golfer become a better golfer, regardless of age, gender or ability”.

Brand Consciousness #3 - Help Every Golfer Become a Better Golfer

Callaway has reinforced its commitment “Our products are created to help all golfers become better golfers” by using professional golfers llike Annika Sorenstam and Phil Mickelson in their advertising.

“Callaway Golf is a tradition of confidence backed by science-based performance. Our promise to golfers everywhere is unwavering commitment to innovation in products that deliver uncompromising results, and Mr. Callaway's name on every product we make is your guarantee. That's better science, better golf and a better game by design.”

They leverage the very inspirational/aspirational images of pro players against the masses of recreational golfers. They strive to help even YOU become a better golfer. Very culturally-related for golf-minded individuals worldwide.

Check out their television commercials at: http://www.callawaygolf.com/en.cg.MediaCenter.TVCommercials.html