Brand Equity Model Of Adidas
analytical Essay
1462 words
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
KEY:
A; Consumer Brand Resonance (mindset to one brand)
B; Consumer Judgments (Most appropriate brand)
C; Consumer Feelings (self-confidence and assuring)
D; Brand Imagery (the three stripes)
E; Brand Salience (Most noticeable among competitors)
Source: Ataman, 2003
Adidas AG has extensively used the theorised procedures above to create relevance of their brands in the market with keen awareness that they face stiff competition from other companies like Puma and Nike. The company understands that creation of an attachment to its products by the customers is a procedure. The symbol below represents the company logo that represents the brand imagery as indicated on the logo model above.

Source: A...
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...r cricket. This is however corporately done by use of local advertisement companies that incorporates the Adidas products into the victory that the team earns. It has no specified support for countries but supports teams that bring it glory. A victory for an individual or a team also generates into it becoming the winner in terms of what it can produce next (Ritson, 2008).
In the segmentation section the company takes into account the four bases of segmentation; geographic, demographic and psychographic and behavioural. Most prolific is the use of international idols to develop a psychographic segmentation brand management. For example, the company used Selena Gomez as its NEO style icon. The company has a very resound connection of corporate association with the different segmentation markets. Every market segment is managed by the social icon associated with it.
In this essay, the author
- Explains that companies use a collection of brand equities to represent their products in the market. brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name.
- Explains that adidas ag uses the theorised procedures above to create relevance of their brands in the market with keen awareness that they face stiff competition from other companies.
- Explains that the three stripes are the ultimate identity of the company. the company ventures into production of sports attire and facilities.
- Analyzes how adidas' free association resonates in other practical fields, such as team sponsorship. the company supports bayern munich football club.
- Explains that the company's position in the market is supreme. it has managed to stay ahead of the other companies mentioned as the leading brand.
- Explains that 80% of all products introduced into the international market each year are brand extensions. there are several ways of introducing brands in the market.
- Explains that adidas company has been in operation since 1928 and has diversified its products to wide range.
- Explains that the company has developed and introduced complete football kits for teams, tennis rackets for superstars like andy murray and golf accessories amongst other popular games and sports.
- Concludes that adidas is the leader in introductions to the market as well as product extensions.
- Explains that multinational companies operate in different countries and therefore have to manage their brands across regional and international markets.
- Analyzes how the company uses international idols to develop a psychographic segmentation brand management.
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- Explains how nike appealed to a wide range of customers with its latest marketing campaigns. brand extension is the use of established brands in new service and product categories.
- Explains that brand extension can damage the core brand reputation and even reduce brand equity that can be catastrophic for the future of the business.
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In this essay, the author
- Explains kevin keller's brand equity model, known as the customer based brand equity model (cbbe), introduced in his book, strategic brand management.
- Explains that brand salience is the foundation in developing brand equity and influences the formation and strength of brand associations.
- Explains that brand salience is important, but it isn't enough by itself. the next level includes brand meaning — what are you? this incorporates performance and imagery. designing and delivering a product that satisfies consumers' needs and wants is crucial for successful marketing.
- Explains that product reliability, durability, serviceability, customer service, promptness, and courtesy affect perception of brands and its performance. empathy affects the extent of service providers' trustworthiness.
- Explains that imagery refers to how well a brand meets its customers' needs – socially and psychologically. it consists of user profiles, purchase and usage situations, personality and values, history, heritage and experiences.
- Explains that purchase and usage situations describe the type of channel, specific stores, ease of purchase, and context of usage. brands take on associations with their past and significant events in their company and brand history.
- Explains that brand associations can be characterized through strength, favorability, and uniqueness. it is pivotal to have strong, favorable, or unique associations in that order.
- Analyzes how the cbbe pyramid explains a consumer's response – what do i think or feel? consumers make judgments about brands based on quality, credibility, consideration, and superiority.
- Explains that customers judge the relevance of a product based on their own needs. they also assess superiority by comparing it to its competitors.
- Explains that feelings of soothing, fun, excitement, security, social approval, and self-respect are associated with a brand.
- Explains that brand resonance sits at the top of the pyramid, as it is the hardest to achieve.
- Analyzes how behavioral loyalty explains the frequency and amount of repeat purchases. attitudinal attachment shows the love and pride for a brand. active engagement portrays the strongest example of brand loyalty.
- Explains keller's pyramid, which focuses on four levels that a brand must work through to create an engaging brand — brand identity, meaning, response, and relationships.
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In this essay, the author
- Explains that the review of relevant literature is to identify what's brand awareness and how to carry out in strategic marketing, and consumers' behavior.
- Explains that brand awareness is a crucial consideration, and recall of the brand name is not required. brand recognition and brand recall are two separate types of branding awareness.
- Cites aaker, d.a. and jacobson, r. (1996) building strong brands. new york: the free press. keller, k.l.
- Cites woon bong na, roger marshall, and keller, k.l. (2000) measuring brand power: validating a model for optimizing brand equity.
- Cites wayne d. hoyer and steven p. brown, dennis pitta and lea prevel katsanis, regis mckenna, and steve hoeffler.
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In this essay, the author
- Explains the two key elements of brand audit: brand inventory and brand exploratory. brand inventory provides up-to-date itinerary of how a company markets and brands its products.
- Describes the customer-based brand equity model adopted by cadbury to build a strong brand that can compete with the other ones in the market.
- Explains that building blocks are requisite in order to achieve these steps, including salience of the brand, its performance, imagery, judgments leveled against it, feelings invoked by it and its resonance in the market.
- Explains that brand salience is related to the aspects of brand awareness. cadbury has enhanced brand identity by manufacturing various products that meet the needs of customers.
- Explains that brand salience is an important block in building brand equity, but it is not fully sufficient on its own. cadbury has strived to ensure brand meaning by identifying the key consumer segments that include gift, impulse and take home.
- Explains that cadbury brands are packaged in different colors and shapes so as to meet the taste of different customers.
- Explains that pricing is an important attribute that should be considered because it influences how consumers perceive the brand. to ensure that customers are satisfied with price, the company has come up with products of different sizes and prices to suit different social classes.
- Explains that brand imagery influences the brand's meaning and performance, including its purchase and usage, personality values and personal experiences. cadbury uses four symbols to create a powerful brand.
- Explains that brand responses refers to how consumers respond to the product and the marketing strategies.
- Concludes that the customer-based brand equity model is an important platform that may help in building a strong brand.
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In this essay, the author
- Explains that a brand identifies products from competitors, repeat sales, and new-product sales. marketers have different brand strategies for different products or customers.
- Explains that marketers define brand equity differently from accountants. brand equity is the value of a brand that doesn't develop instantly.
- Explains that global brand is the name of a product that has worldwide recognition. it also refers to brands where at least 20 percent of the product is sold outside the region and home country.
- Explains the importance of brand loyalty, which is when a customer is committed and buys repeatedly the same brand. brand loyal consumers cut the marketing costs of the firm.
- Opines that the decision-making unit is an individual, a household, or firm, and does not have to be the real buyer.
- Explains that consumers can be loyal to more than one brand. some researchers do not support commitment but argue that buying behavior is caused by instrumental conditioning.
- Explains the importance of branding, stating that name brand products are better because of their name and advertisement.
- Explains that a powerful brand can place premium prices for the product, which is one of the advantages of branding for manufacturers. many designers have licensed their manufacturer's brand name outside clothing class.
- Explains that family branding is a marketing strategy that involves selling several related products under one brand name.
- Explains that individual brand is a brand name that identifies products when they follow family brand names. companies use individual brands when their products vary in performance.
- Explains the importance of co-branding, which allows companies with no or some reputation to leverage on partner brands of higher reputation.
- Explains that a successful brand extension can save money because it allows the new product to benefit from the older product's established reputation.
- Describes the benefits of umbrella branding and advertising.
- Explains that line extensions are a solid, perpendicular line that visually connects the ends of the dimension line to the relevant feature on the part. brand extension reduces risk associated with new product development.
- Opines that branding is important to the marketing mix because without brands customers wouldn't know what they are buying or identifying the product.
- Cites a review of brand-loyalty measures in marketing by mellens, dekimpe, and steendamp.
- Explains the importance of branding, citing edward m. tauber, brand extension research, and business dictionary.
- Cites the journal of marketing, vol.54, no.1 (jan., 1990), pp 27-41.
- Explains the importance of branding at iowa state university. university extensionnancy giddens, agricultural extension value added marketing specialist, missouri value-added development center, and amanda hofmann, student research assistant.
- Explains that the dorothy a. johnson center for philanthropy & nonprofit leadership was supported by the herbert and grace dow foundation.
2033 wordsRead More