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Brand Equity Model Of Adidas

analytical Essay
1462 words
1462 words
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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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