The Adidas Brand
Q: "Brands vary on the amount of power and value they have in the marketplace. A powerful brand has high Brand Equity"
Intro
"Brand equity is the marketing and financial value associated with a brand 's strength in the market"
(Dibb and Simkin pg 73)
Some of the factors that contribute to the creation of high brand equity are brand association, awareness, attractiveness to buyers and brand loyalty. For a company to see major success it must establish and sustain high brand equity. The preference in the marketplace for one particular brand is not simply a preference based on the cost, quality or style of its products. It is also influenced by the personality, reputation and image of the brand and how often and how well they are communicated. What experience is the brand promising or associating with? Who is endorsing the brand?
The sportswear market; it has some of the strongest and most valuable brands in the world. The CFO of Adidas, Dean Hawkins recently said,
"our biggest asset isn 't on our balance sheet, and that 's our brand" http://www.shsu.edu/~mkt_ssm/mkt575/Shoes.htm The following essay will discuss some of the elements in Adidas 's brand development that have led to it securing a place in the worlds 100 top brands and will look to the future plans it has in place to maintain its high brand equity.
Adidas dates back to 1948. It is derived from the first syllables of its founders first and last name Adolf Dassler who began making shoes in 1920. His vision was to supply professional athletes with the very best in footwear for their respective fields. He registered the unmistakable "three stripes" which to this day remains the Adidas trademark. Adidas could be considered the first sports company to use "celebrity endorsement" for their products. Germany won the Soccer World Cup in 1954 and the team wore the first football boots with screw-in studs developed by Adidas. Adolf was an athlete himself. He always worked closely with
Intro
"Brand equity is the marketing and financial value associated with a brand 's strength in the market"
(Dibb and Simkin pg 73)
Some of the factors that contribute to the creation of high brand equity are brand association, awareness, attractiveness to buyers and brand loyalty. For a company to see major success it must establish and sustain high brand equity. The preference in the marketplace for one particular brand is not simply a preference based on the cost, quality or style of its products. It is also influenced by the personality, reputation and image of the brand and how often and how well they are communicated. What experience is the brand promising or associating with? Who is endorsing the brand?
The sportswear market; it has some of the strongest and most valuable brands in the world. The CFO of Adidas, Dean Hawkins recently said,
"our biggest asset isn 't on our balance sheet, and that 's our brand" http://www.shsu.edu/~mkt_ssm/mkt575/Shoes.htm The following essay will discuss some of the elements in Adidas 's brand development that have led to it securing a place in the worlds 100 top brands and will look to the future plans it has in place to maintain its high brand equity.
Adidas dates back to 1948. It is derived from the first syllables of its founders first and last name Adolf Dassler who began making shoes in 1920. His vision was to supply professional athletes with the very best in footwear for their respective fields. He registered the unmistakable "three stripes" which to this day remains the Adidas trademark. Adidas could be considered the first sports company to use "celebrity endorsement" for their products. Germany won the Soccer World Cup in 1954 and the team wore the first football boots with screw-in studs developed by Adidas. Adolf was an athlete himself. He always worked closely with