Strategic Brand Management of Adidas
BA456 Marketing Cases
Adidas is a Germany multinational corporation that design and manufacture sport accessories and clothing. Besides, its core business adidas also have leverage its product types such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. Adolf Dassler, founded adidas in 1948, after the separated from his brother Rudolf who was founded Puma which is main rivalry of adidas in early years. Adidas has successfully made its brand as one of the well-known brand in world .in The Corporation always strives hard to add value to its brand in global market. Branding is an important aspect that every business should give high importance. Because, brand creates an image, confidence and strong bond among customers until some customer buy the products of their favorite brand without considering its contents. Currently, Adidas is second largest manufacture of sportswear in world after Nike. The company is driven by its vision to become 'the number one sports brand on the planet and to do so adidas is currently implementing an aggressive global brand development strategy all over the world. Adidas always and come up with strategies coping up with current situations to bring its brand more closely to peoples.
Adidas branding strategies
Collaboration with high profile personalities
Adidas’s most efficient branding strategy is associated with top achievers especially in sport industry around the world through getting the endorsement of them. Adidas have endorsements with famous sport personalities such as David Beckham, Sachein Tendulkar and at the same time adidas also gets endorsement of celebrities like Katy Perry as their ambassadors. One of high profile individual, football player, have won FIFA best player award for 4 times where no one have that record before. Successful personalities like him bring the...
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2. shivi, A., & madhusudhan, P. (n.d.). Adidas brand study. (Unpublished master 's thesis, FORE School of Management, New Delhi)Retrieved from http://www.scribd.com/doc/45680519/Adidas-Brand-Study
3. The brand experience consultancy. (n.d.). Retrieved from http://www.i-amonline.com/our-clients/adidas
4. Sebastian, S. V. (2013, January 11). Adidas – a global sports strategy. Retrieved from http://wearedevelopment.net/2012/01/11/adidas-a-global-sports-strategy/
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