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Essay on Building the Puma Brand

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Kotler and Keller describe branding as “endowing products and services with the power of a brand” (2009, p. 110). Puma is an exceptional global sports apparel brand producing high quality fashionable footwear, apparel, and accessories. In 1924, Rudolph Dassler established the Puma brand in Germany as a track and field sneaker company. Puma is a global company that has become a leader in the athletic apparel industry. Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products. Kotler and Keller (2009) state, “brand equity is the added value endowed on products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm” (p. 111).

The leaping Puma logo is a very bold iconic symbol that is very easily recognizable to consumers. This Puma logo is designed to symbolize to consumers the brands strength, power, and agility. The Puma brand logo creates a positive customer-based brand equity because it’s recognized by consumers to represent the company’s stylish athletic products (Olson, Czaplewski & Slater, 2005).

Criteria for building the brand

Memorable: The leaping Puma logo is easily recognized at both purchase and wearing the brand products. The Puma is widely recognized throughout the global sports manufacturing market by consumers as a cool, fashionable, and stylish brand. Puma is a very sought after brand by fashion trendy consumers. Business Wire reports that Puma “is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion. Puma's unique industry perspective d...


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Kotler, P. & Keller, K. L. (2009) A framework for marketing management (4th ed.). Upper Saddle River: Prentice Hall.

Olson, E., Czaplewski, A., & Slater, S. (2005). Stay cool. Marketing Management, 14(5), 14-17. Retrieved from Business Source Complete database.

Parsons, R. (2009). Puma to kick off FIFA World Cup with phone launch. Marketing Week (01419285), 32(41), 7. Retrieved from Business Source Complete database.

PUMA North America selects employease to manage rapid growth; flexibility, ease of use, and no IT support drive HR decision for retailer. (2004, October 4).
Business Wire,1. Retrieved February 9, 2010, from ABI/INFORM Dateline. (Document ID: 706745581).

Schaefer, D. (2009, August 22). Puma sales lifted by Bolt sprints. Financial Times,10. Retrieved February 9, 2010, from ABI/INFORM Global. (Document ID: 1841405091).


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