| Topic | |Page Number | |1.0 Origin of the Report |1 | |2.0 Introduction |3 | |3.0 Nike’s brand image and sources of brand equity |8 | |4
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Introduction to the business: adidas Adidas AG is a German multinational corporation that designs and manufactures sport clothing and accessories based in Bavaria‚ Germany .it is the holding company for the adidas group‚ which consists of the reebok sportswear company. Besides sportswear‚ adidas also produce other products such as bags‚ shirts‚ watches‚ eyewear and other sports- and clothing-related goods. Adidas is the largest manufacturer in Germany and Europe and the second biggest sportswear
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Problems In reviewing the case of New Balance Athletic Shoe‚ Inc. it is clear that there are a few major problems that the company is facing. First of all‚ New Balance falls behind its other major competitors‚ Nike‚ Adidas and Reebok‚ in the area of marketing. Unlike its competitors‚ New Balance does not undertake celebrity endorsements. This puts them at a disadvantage when it comes to brand building. This also causes the company to lose out somewhat on gaining awareness on a global scale as it
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Executive Summary Adidas Group‚ is the largest sportswear manufacturer in Europe and the world’s second largest producer of sporting apparel has had a long and rich legacy of producing some of the highest quality and most technologically innovative sporting equipment particularly footwear. In keeping with the brand image is its association with the distinctive logo and its advertising slogan‚ "Impossible is Nothing." All of the athletes trust those 3 stripes logo group. All the athletes trust it
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maverick days as an upstart sports shoe brand being sold out of the back of the trunk of its owners’ cars at track meets‚ through the 80s and 90s when it lavished multi-million dollar endorsement deals on sports icons. Following is a SWOT (strength‚ weakness‚ opportunity and threat) analysis of this great American business enterprise. Strengths: Marketing expertise Nike is a marketing trailblazer. Its commercials are so unique and iconic that every new advertising campaign is analysed by industry
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performance development and technological development . Sponsorship to various sports and events like Olympic‚ street ball‚ soccer‚ tennis‚ etc. . Brand reputation in achieving sports performance products . Largest market share in Europe WEAKNESS . Limited exposure to U.S market . Limited budget allocation to advertisement . Few influential athletes in brand ambassador portfolio . Poor add agency . Poor customer service OPPORTUNITIES . Has a great opportunity to expand
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retail chains carry product Χ Diverse product lineup υ Weakness Χ Although they have products at all price points‚ items with Nike logo are pricey υ Opportunities Χ Marketing to women Χ Entering China market Χ Capture global public approval by controlling overseas factory conduct and conditions and helping the world poverty situation through the Nike Foundation υ Threats • Strong competition from Reebok and Adidas • Accusations of unfair labor practices
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included advertising to the masses via athletes. This marketing strategy was duplicated by the American run Nike Company‚ and by the 1990s‚ both Adidas and Puma were practically completely replaced in the U.S. market. In 2006‚ Adidas acquired the Reebok Company‚ which helped to rejuvenate its place in the U.S. market (Esterl‚ 2008). The company now exists second in the world behind Nike as the leading manufacturer of sportswear. The company’s main strategy is to “lead the sporting good industry
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Reebok international well-known athlete show contracts with independent company in Asia to manufacture all of its footwear production. However‚ the conditions are to follow human rights production standards namely: (1) Non-discrimination‚ (2) Working hour or over time‚ (3) Force or compulsory labor‚ (4) Fair wages‚ (5) Child labor‚ (6) Freedom of association‚ (7) Save and healthy work environment. What is your opinion of Reebok production standard of human right for its suppliers? What would Milton
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BACKGROUND Adidas AG FWB: ADS‚ ADR:Pink Sheets: ADDYY) is a German sports apparel manufacturer and parent company of the Adidas Group‚ which consists of the Reebok sportswear company‚ golf company (including Ashworth)‚ and Rockport. Adidas was founded in 1948 by Adolf "Adi" Dassler‚ following the split of Gebrüder Dassler Schuhfabrik between him and his older brother‚ Rudolf. Rudolf later established Puma‚ which was the early rival of Adidas. Registered in 1949‚ Adidas is currently based in
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