Brand Knowledges Structure-Nike vs Adidas

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Brand Knowledge Structures is comprised of brand awareness and brand image. This is applied for Nike vs Adidas case.

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Brand Knowledges Structure-Nike vs Adidas

  1. 1. Brand Knowledge Structures NIKE VS ADIDAS GROUP 3
  2. 2. 1.Concepts 2.Information and data 3.Brand Knowledge Structures: Nike vs Adidas 4.Conclusions
  3. 3. Concepts a name, term, sign, symbol, or design, or combination of them which is intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of competitors
  4. 4. Concepts
  5. 5. Concepts How well do the brand elements serve the function of identifying the product? Brand recognition Brand recall
  6. 6. Concepts 1 • increases the likelihood that the brand will be a member of the consideration set 2 • affect decisions about brands in the consideration set, even if there are essentially no other brand associations 3 • affects consumer decision making by influencing the formation and strength of brand associations in the brand image Brand awareness plays an important role because of three major reasons
  7. 7. Concepts Brand defined as consumer perception of a brand as reflected by the brand association held in consumers‟ memory
  8. 8. Concepts Brand image favorability types unique -ness strength
  9. 9. Concepts Those associations that are unique to the brand that are also strongly held and favorably evaluated by consumers. Unique selling propositions (USP) Sustainable competitive advantage (SCA) Brand must have some strong, favorably and unique association to differentiate itself from other brands.
  10. 10. Concepts The main point is the associations no need to unique to the brand but may it fact be shared with other brands category POP associations competitive POP associations
  11. 11. Information and data
  12. 12. Information and data 12-15 years old involved in different sports. Top athletes into health and fitness 16-34 years old involved in sports, fitness and style TARGET AUDIENCE
  13. 13. Information and data to bring inspiration and innovation to every athlete in the world The Adidas Group strives to be the global leader in the sporting goods industry with brands built on a passion for sports and a sporting lifestyle COMPANY MISSIONS
  14. 14. Information and data Marketing Mix (4P) Products • athletic footwear and apparels designed for sports and every day usage • The production facilities are loaded close to the raw material • Price: designed pricing structure to make it competitive to other shoe sellers • price variable depending on the type and the size Products Caters for different needs and wants of consumer Constantly upgrading and improving products‟ innovative features and quality Price Adidas is a shopping product Able to penetrate the market as it is cheaper than its competitors. Uses market skimming.
  15. 15. Information and data Marketing Mix (4P) Place individual stores and also available at major malls and departmental stores 20,000 retailers in US and also in other 200 countries Promotion used electronic media & swoosh logo and image well-known athletes advertisement & sponsor events Place Adidas & various sporting outlets (e.g Royal Sporting House). Online purchasing Promotion Advertising through the mass media, the internet Point of Sale & „Impossible is Nothing‟ campaign
  16. 16. Information and data NIKE PRODUCT ADVERTISING EVOKES Innovation Technology and Cutting Edge
  17. 17. Information and data ADIDAS PRODUCT ADVERTISING EVOKES Design Creativity and
  18. 18. Brand Knowledge Structures: Nike vs Adidas • Demographic segmentation • Geographic segmentation • Demographic segmentation • Psychographic segmentation Market Segmentation
  19. 19. Brand Knowledge Structures: Nike vs Adidas Brand Awareness The Nike Swoosh, one of the most recognizable logos in the world. Slogan: “Just do it” There is over 700 NIKE stores worldwide. uses standard in-store methods so as to improve the chance of customer‟s purchases Nike‟s corporate packaging was redesigned to be environmentally responsible, launch the Swoosh identity into retail, consolidate manufacturing, and reduce costs
  20. 20. Brand Knowledge Structures: Nike vs Adidas Brand Awareness The 3-Stripes mark is without doubt the quintessential Adidas symbol. “Impossible is Nothing‟ though it just few words, but it says a lot. Main outlets stock the whole range of Adidas products. Adidas also distribute to online outlets such as Asos, based on its fashion premise. a marketing campaign asking consumers to “grow the grass you play on” was put into effect by packaging.
  21. 21. Brand Knowledge Structures: Nike vs Adidas Brand Awareness Trefoil 3-bars World mark 3 SHAPES OF ADIDAS LOGO
  22. 22. Brand Knowledge Structures: Nike vs Adidas Brand Image: Nike Michel Jordan Tiger Woods W. Rooney
  23. 23. Brand Knowledge Structures: Nike vs Adidas Brand Image : Nike
  24. 24. Brand Knowledge Structures: Nike vs Adidas Brand Image : Nike Nike brand personality dimensions by J.Aeker
  25. 25. Brand Knowledge Structures: Nike vs Adidas Brand Image : Nike
  26. 26. Brand Knowledge Structures: Nike vs Adidas Brand Image : Nike COLLABORATIONS
  27. 27. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas Zinédine Zidane David Beckham
  28. 28. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas Kobe Bryant
  29. 29. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas Atlanta Olympic Games World Cup
  30. 30. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas • Reliable • Intelligent • Successful Competence • Down-to-earth • Honest • Wholesome • Cheerful Sincerity Brand personality
  31. 31. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas
  32. 32. Brand Knowledge Structures: Nike vs Adidas Brand Image: Adidas
  33. 33. Conclusions Exiting, provocative, spirited, cool, innovati ve, athletic and aggressive. Focusing on the pursuit of excellence Nike Authentic, stylish, cool, trustworthy, practical, custome r focused. Into health and fitness and the pursuit of performance Adidas Two great sport brands, two personalities
  34. 34. Group 3 Nguyen Thanh Luan Nguyen Manh Tung Mai Quang Duc Nguyen Trung Dung Dang Ngoc Diem Trinh Viet Anh

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