BRAND PORTFOLIO METAPHORS BASED ON AAKER’S BRAND PORTFOLIO STRATEGY Kent Dahl kentd@kth.se Different Relevancein Different Contexts Proffesional World Indek/IPD‚ Guest Lecturer Master Thesis‚ Endorsed by Uggla Educational World Educational Music World Professional Music World Music World Internal& ExternalPerspectives What a weak sub‐ brand! Portfolio Roles No‚ it’s a Linchpin brand! Product Defining Roles ProductDefiningRoles
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is a seller of athletic footwear and apparel with retail stores and distributors in over 160 countries around the world. Nike creates goods for a wide range of sports‚ and so they have competition from every sports brand there is‚ like Reebok and Adidas. With revenue of $15 billion in 2006 and the largest market share in the footwear industry‚ Nike‚ Inc. (Nike) is the leading company in the sports and fitness industry. Our Product (Nike+iPod) Nike and Apple formed branding alliances‚ hoping
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obvious that Li-Ning has been hugely successful in maintaining its brand image and sales growth in China‚ I believe that Li-Ning can further improve its market share by positioning themselves differently from the top 2 player in the industry: Nike and Adidas‚ by exploiting its comparative advantage over these multinational companies. The primary target customers for Li-Ning are students in both high schools and universities. Obviously‚ students are often on a limited budget and are price sensitive
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stock exchange[iv]. However‚ Li Ning has a problem. It is being out sold by its two big international competitors‚ Nike and Adidas in China and popularity among young Chinese consumers in the big cities is if anything in decline. Chinese students studying in the UK‚ (a great source of information when discussing this case) would much prefer to be seen wearing Nike‚ Adidas or Puma the top three international sports goods brands
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They are priced about the same as other major name brands such as Nike‚ and Adidas. It seems that many people are now going with Under Armour because I see people wearing the gear all the time. I also see people wearing Nike and Adidas also but it seems that more and more people are going to Under Armour. I have to say you get your money’s worth when you buy Under Armour. Their clothes are well made and
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1999‚ ’Can Nike connect the dots? ’‚ The Business Journal‚ 22 Jan. Cravens‚ D.W. 1997‚ Strategic Marketing‚ McGraw Hill Companies Inc‚ Boston Kotler‚ P. & Armstrong‚ G. 1996‚ Principles of Marketing: Eighth Edition‚ Prentice-Hall Inc‚ New Jersey. Adidas-Salomon AG [Online]‚ Available: http://www.hoovers.com/co/capsule/2/0‚2163‚92632‚00.html [2002‚ Sep. 24] Market Segmentation‚ Targeting‚ and Positioning for Competitive Advantage [Online]‚ Available: http://www.atkinson.yorku.ca/~lripley/imUsegment
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Li Ning’s market is focused on China. Li Ning has to start gaining more brand awareness because the Chinese consumers continues to move into larger cities‚ develop urban lifestyles‚ and trade up old products for new ones. The competitors are Nike‚ Adidas‚ Reebok and Anta. Li Ning is better than the competition because Li Ning is fitted with the knowledge about the Chinese market‚ this knowledge contains consumer needs‚ marketing and supplies. Li Ning mainly focuses on sportive people in the second-
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MM4772 – Product Management - Individual AssignmentName: Chan Chun KitStudent ID: 12120174d “New Balance‚ new style” of running gears – Bundling data recording Micro SD chips with running shoes About new featured product Developing healthy life style through regular running has been popular in Hong Kong‚ supported not only by government‚ but also Hong Kong Amateur Athletic Association and other organizations. 09525000 In 2014‚ the number of participants in Standard Chartered Hong Kong Marathon
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A bus topology is the minimum complex network configuration it creates use of a single transmission medium called a coaxial cable. The star topology consists of shielded twisted pair wire (STP) or unshielded twisted pair wires (UTP). Due to the high cost of STP wire‚ most networks use UTP‚ however‚ STP wire must be used if the distance between the hub and the node beat 110m. In most examples the cable is many different lengths joined by a T-connector which allows the cable to divide into various
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and equipment industry are; Nike‚ Adidas‚ Reebok and Puma. Adidas emerged in the industry before Nike and now the Adidas Group owns both Reebok and Adidas. Adidas is the largest sportswear manufacturer in Europe and second largest in the world (“Adidas Group History”). On the other hand‚ Puma is well known for its soccer shoes and formula one and NASCAR clothing. Presently‚ they distribute products in more than 120 countries (“PUMAs new archive 2007”). Both Adidas Group and Puma originated in Germany
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