Adidas3

Research problem: How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike? Author: Karolina Tichá

Physical product Personality Culture Self image Reflection Relation Brand Identity Prism - Nike Sports and fitness Like Jordan, Woods… American Just do It! Cool ” Athlete” Aggressive, Provocative, In-your-face Sponsorship, Ethics

Physical product Sports and fitness Personality Traditional, Conser- vative, Collective Culture European Traditional Self-Image Relates more to competing than to winning Reflection True sportsmanship Strong work ethic A good team player Relation Quality and Heritage Brand Identity Prism - Adidas

Brand Awareness Perceived Quality Brand Associations Brand Loyalty Brand Equity ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Three most important tools which have enhanced brand awareness on Nike ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Efficiency of strategies used by Nike ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

Expected orientation of Nike strategies ,[object Object],[object Object],[object Object]

How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike? Adidas used the same theoretical systems as Nike to develop their brand building. ,[object Object],[object Object],[object Object],[object Object]

Conclusion ,[object Object],[object Object],[object Object],[object Object]

Adidas3

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