Brand Knowledges Structure-Nike vs Adidas
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Transcript of Brand Knowledges Structure-Nike vs Adidas
Brand Knowledge Structures
NIKE VS ADIDASGROUP 3
04/08/2023
Nguyen Thanh Luan
Content1.Concepts
2.Information and data
3.Brand Knowledge Structures: Nike vs Adidas
4.Conclusions
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
Concepts
Concepts
How well do the brand elements serve the function of identifying the product?
Brand recognition Brand recall
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
Concepts Brand
Brand
Image
Image
defined as consumer perception of a brand as reflected by the brand association held in consumers’ memory
Concepts
Brand
image
favorability
types
unique-ness
strength
Bran
d as
sociat
ions Brand associations
Bran
d as
soci
atio
nsBrand associations
ConceptsThose 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.
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
Information and data
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
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
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
ProductsCaters for different needs and wants of consumer Constantly upgrading and improving products’ innovative features and quality Price Adidas is a shopping productAble to penetrate the market as it is cheaper than its competitors. Uses market skimming.
Information and data
Marketing Mix (4P)
Placeindividual stores and also available at major malls and departmental stores20,000 retailers in US and also in other 200 countriesPromotionused electronic media & swoosh logo and imagewell-known athletes advertisement & sponsor events
PlaceAdidas & various sporting outlets (e.g Royal Sporting House). Online purchasingPromotionAdvertising through the mass media, the internetPoint of Sale & ‘Impossible is Nothing’ campaign
Information and data
NIKE PRODUCT ADVERTISING EVOKES
Innovation Technology and Cutting Edge
Information and data
ADIDAS PRODUCT ADVERTISING EVOKES
Design Creativity and Stylishness
Brand Knowledge Structures: Nike vs Adidas
• Demographic segmentation
• Geographic segmentation
• Demographic segmentation
• Psychographic segmentation
Market Segmentation
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
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.
Brand Knowledge Structures: Nike vs Adidas
Brand Awareness
Trefoil 3-bars World mark
3 SHAPES OF ADIDAS LOGO
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Nike
Michel Jordan
Tiger Woods
W. Rooney
Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
Nike brand personality dimensions by J.Aeker
Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
COLLABORATIONS
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Zinédine Zidane
David Beckham
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Kobe Bryant
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Atlanta Olympic Games
World Cup
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
• Reliable• Intelligent• Successful
Competence
• Down-to-earth
• Honest• Wholesome• CheerfulSincerity
Brand personality
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
COLLABORATIONS
Conclusions
Exiting, provocative, spirited, cool,
innovative, athletic and aggressive. Focusing on the
pursuit of excellence
Nike
Authentic, stylish, cool, trustworthy,
practical, customer
focused. Into health and
fitness and the pursuit of
performance
Adidas
Two great sport brands, two personalities
Group 3
Nguyen Thanh Luan
Nguyen Manh Tung
Mai Quang Duc
Nguyen Trung Dung
Dang Ngoc Diem
Trinh Viet Anh