CBBE

SALIENCE:
Anyone who wants experience the mix influences of sports, lifestyle and fashion, the brand that they
would recall is PUMA. The leaping puma symbolises the combination of speed, power and elegance
often exhibited by professional athletes and that is what the need of the consumer is that PUMA
satisfies and hence the need identification is well defined for PUMA. The consumer would ideally
think of PUMA whenever they have to make a choice for a sports footwear esp. Soccer or even when
they are looking for an active athletic lifestyle fashionable brand. Moreover, since PUMA is no more
just a traditional sports brand and has already into lifestyle and fashion industry too in a huge way so
the usage consideration of PUMA has increased.

PERFORMANCE DIMENSIONS:
As far as performance dimensions are concerned there are different criteria on which a brand is
judged. PUMA is ranks high on reliability as it has been a consistent performer from time to time and
purchase to purchase. The primary focus within the sport category is on football where PUMA has
leveraged its heritage in providing performance footwear for the world class soccer athletes and
with expansion of product line from classic to lifestyle and fashion brand, PUMA has been
considered as a reliable brand.

PUMA products are durable be it shoes, apparels, accessories or even bikes. As an active person, you
must always look for a good pair of shoes that can be used for jogging, running, playing basketball,
playing soccer and so on. Anyway, you need a pair of sports shoes that must be comfortable along
with that durable too. Hence PUMA is the choice of shoes. Not just shoes each and every product is
ten on ten in terms of durability which is directly related to the price and quality.

PUMA has excellent service. PUMA presently has 7,742 employees and distribute its products in
more than 80 stores world wide and 40 stores in U.S. to extend their brand PUMA has created
concept retail stores that enable people to experience the brand in engaging and compelling ways.
Puma also engages the customers through their Mongolian barbeque concept that enables
customers to design and build their own footwear from scratch. PUMA even holds promotional
events for the customers that are based around ‘active lifestyle’ themes based on dining,
entertainment, fashion and music.

The service effectiveness of PUMA is good as with more and more no. of stores the ease of buying a
PUMA product has increased. PUMA shows empathy to customers and hence they have adopted
Mongolian barbeque concept. This concept also shows that PUMA performance is acceptable by
customers as far as design is considered.
IMAGERY:
PUMA has many types of brand association making up the brand image and meaning can be
characterized and profiled according to three important dimensions – strength, favourability and
uniqueness that build its brand equity. PUMA takes into account for demographic factors, the sports
and lifestyle category of its customers who are young and full of energy and belonging to middle and
high income group. When it comes to psychographic factors, the imagery alludes to “active lifestyle”
that are more associated with fashion (social events and shopping) than sport. PUMA has entered
into new product and too create the creative and unique image in the minds , PUMA advertised in
new style where animated animals such as mice , birds, monkeys, etc are depicted playfully
interacting with PUMA products in an engaging and fresh manner. PUMA cat depicts the strength,
power and elegance image of the brand and hence the users. PUMA’s personality traits are it is an
exciting & competent brand which depicts a daring, spirited, reliable and successful individual.

JUDGEMENT:
While discussing about judgmental dimensions, which plays an important role in maintaining strong
brand equity , four criteria’s are very important i.e. quality, credibility, consideration and superiority.

When it comes to quality, PUMA soccer shoes are one of the highest quality brands of footwear in
the market. Many players also know that Puma soccer shoes are one of the wider and more
comfortable soccer shoes available. The PUMA brand gives the value for the money and satisfaction
of wearing the brand that match up with the attitude and spirit of the customer. Credibility of PUMA
is due to the fact that its more than 50 years old brand having expertise in sports wear like shoes and
other apparels and they also believe and promote active lifestyle. They keep on innovating in terms
of style and design of the sports and lifestyle wear and they have already entered fashion market too
in order to keep the customers interest in mind and gaining their trust. The creation of concept
stores and Mongolian barbeque concept has added on to innovative and fun experience of the
customers shopping at PUMA. As far as brand consideration is concerned PUMA has worked a lot in
order to increase the brand consideration by increasing the breadth of the brand. This has been
done by increasing usage consideration as they have extended the product line to not just sports
brand but a lifestyle and fashion brand. Distinctive trend setting, mass customization and
promotional events have result in increasing brand usage. PUMA maintains its superiority by its
distinctive trendy settings, concept stores, co-developed celebrity line like turlington and nuala, co-
sbranding partnership with Ferrari, Stark, Wanders, etc. another important differentiation feature is
the MONGOLIAN BARBEQUE CONCEPT where customers are allowed to design and build their
footwear from the scratch. PUMA also frequently hosts promotional events taht are based around
“active lifestyle” themes based on dining, entertainment, fashion and music.

FEELINGS:
PUMA gives a feeling of excitement and “being alive”. This is due to the elegance, colourful, fresh,
urban metropolitan and edgy nature of the brand. So basically customers feel elated when they
wear PUMA.
RESONANCE:

Dedicated to using the most advanced technology in creating a product that realizes fullest potential
of their users, puma ha remained in pinnacle position in the world of sports and hence gained the
loyal customers. Not only this, PUMA has also entered in realm of fashion and has proved
themselves to be equally young and trendy. Combining the athletic sensibilities with fashion chic,
PUMA has been in forefront of style and with its classic styles unleashing the unlimited potential. Be
it Paris, Tokyo or India, PUMA is must for he fashionable crowd and this is the result of brand loyalty
that they have gained by more usage consideration of customers due to diverse offering of PUMA
products that allows customer to maintain their individuality through trend setting style and fashion
utilities. As far as attitudinal attachment is concerned the name PUMA is synonymous with the
athletic spirit and sport lifestyle, and playing a pivotal role in illustrious history of sports. For many
years PUMA was linked with some of the world’s top performing athletes, and in some of their most
glorious moments. Currently PUMA brand is often associated with people who are fashionable,
trendy and lead an active lifestyle. When it comes to sense of community, the PUMA customers feel
connected to the athletes from way back in 1936 when American jesse owens won Olympics was
wearing PUMA shoes to Puma's big break which came in 1962 when Pele wore Puma shoes while
winning the World Cup, sparking a surge in Puma sales all over the world. From 1981, stars such as
Marcus Allen of the Oakland Raiders also wore Puma shoes, and Puma finally reached the American
mainstream market to 2008 where Puma was a major sponsor of soccer all over the world, having
put the Puma logo on 16 national teams at the Summer Olympics in Beijing. These activities has
resulted in feeling of kinship and affiliation in the mind and hearts of customers when they wear
PUMA. This brand has always actively engaged its audience by puma social clubs, fashion shows,
puma concept retail stores, puma website where you can view latest products and stores near to
you and by social activity that they do. Tv spots were run in November and they drew inspiration
from Aesop’s fables depicting two different adversaries gifting each other PUMA presents which was
huge success in active engagement.
PUMA IDENTITY PRISM
PHYSIQUE

PHYSIQUE:
T he physical product for PUMA is its a sports, lifestyle and fashion brand.

PERSONALITY:
PUMA has personality of human who leads “active lifestyle”. Its stylish and fasionable.

CULTURE:
PUMA belongs to European culture

SELF IMAGE:
Customer feels athletic in way strong performer with daring spirit of winning and yet fashionable.

REFLECTION:
Person who leads active lifestyle is a athletic performer, strong and have a daring attitude.
RELATIONSHIP:
It is a heritage and quality brand and has been associated with athletes since way back in 1950 and
hence is a brand for performers.