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Gend
er
Ag
e
Educatio
n
Occupatio
n
Date
Andri
Femal
e
35
Master
Marketing
Manager
2015.4.
7
Vivian
Femal
e
37
Bachelor
Beauty
industry
2015.4.
1
Charlie
Male
46
Bachelor
Banking
Manager
2015.4.
3
I will split this question into two parts. First, in terms of a sports
brand company, Adidas has really done a good job to letting people
resonate with its brand; Adidas is perceived as a European brand,
connected strongly with the German heritage. However, as a
fashion style brand, Adidas has launched lifestyle and fashion
products in the recent years; its aim is to be recognized not only as
a sports brand. But due to its long history related to sportswear, it
is rather difficult for Adidas to persuade consumers to perceive it
as a fashion brand.
(3) How do you perceive of Adidas?
Andri:
It was a good strategy that Adidas has been actively supporting
some certain specific sports events such as the World Cup,
Olympics Committee or sponsored entire sports teams, soccer
being the main target and that was by far the most impressive
perception that Adidas gave it to me.
At the present, the main goal of the company is to clearly
differentiate its products, balance fashion credibility with sports
performance and try to gain new customers in each segment
respectively. The Performance line returns back to Adidas roots,
emphasizing performance, sport spirit and quality.
Vivian:
The company perceives the fashion market as the most promising
one and with the highest potential and tries to target it accordingly.
In 90s, I perceive of Adidas was identic with the positioning. It was
recognized by both athletes and regular people as a true sports
brand. Later on, the introduction of the new line for sports
enthusiasts was greeted with much pleasure, as was the Style
extension. However, the stylish and cool aspects of the products
seemed to take over the performance aspect as the time
progressed and Adidas became more of a fashion brand rather than
a sports brand.
Charlie:
Nowadays, I perceive Adidas products as of the finest quality, wellperforming and generally an ideal choice for sports products.
However, it seems the general notion is to prefer Nike over Adidas
due to its more aggressive approach to advertising, earlier
celebrity endorsement, opposed to Adidas which has embraced it
only recently and an un-shattered brand image. It is debatable
whether the differentiation has or has not harmed Adidas image as
a true sports brand, but it is almost certain the diversification
should have been, and still should be, communicated more clearly.
Nonetheless, the products have always been perceived as reliable,
durable and high quality, which are in compliance with the brands
positioning.
2) Analysis
Brands associations
Points of Difference
Extending beyond athletes for
endorsement
Heavily influenced by pop
culture
Fashion oriented street and
athletic apparel
Performan
ce
Imagery
Salience
Strategic Recommendations
1. Expand into BRIC countries
Celebrity endorsement
Focus on positive customer experience.
3. Greater focus on socially responsible activities (CSR)