Kotler and Keller describe branding as “endowing products and services with the power of a brand” (2009, p. 110). Puma is an exceptional global sports apparel brand producing high quality fashionable footwear, apparel, and accessories. In 1924, Rudolph Dassler established the Puma brand in Germany as a track and field sneaker company. Puma is a global company that has become a leader in the athletic apparel industry. Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products. Kotler and Keller (2009) state, “brand equity is the added value endowed on products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm” (p. 111).
The leaping Puma logo is a very bold iconic symbol that is very easily recognizable to consumers. This Puma logo is designed to symbolize to consumers the brands strength, power, and agility. The Puma brand logo creates a positive customer-based brand equity because it’s recognized by consumers to represent the company’s stylish athletic products (Olson, Czaplewski & Slater, 2005).
Criteria for building the brand
Memorable: The leaping Puma logo is easily recognized at both purchase and wearing the brand products. The Puma is widely recognized throughout the global sports manufacturing market by consumers as a cool, fashionable, and stylish brand. Puma is a very sought after brand by fashion trendy consumers. Business Wire reports that Puma “is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion. Puma's unique industry perspective d...
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Kotler, P. & Keller, K. L. (2009) A framework for marketing management (4th ed.). Upper Saddle River: Prentice Hall.
Olson, E., Czaplewski, A., & Slater, S. (2005). Stay cool. Marketing Management, 14(5), 14-17. Retrieved from Business Source Complete database.
Parsons, R. (2009). Puma to kick off FIFA World Cup with phone launch. Marketing Week (01419285), 32(41), 7. Retrieved from Business Source Complete database.
PUMA North America selects employease to manage rapid growth; flexibility, ease of use, and no IT support drive HR decision for retailer. (2004, October 4).
Business Wire,1. Retrieved February 9, 2010, from ABI/INFORM Dateline. (Document ID: 706745581).
Schaefer, D. (2009, August 22). Puma sales lifted by Bolt sprints. Financial Times,10. Retrieved February 9, 2010, from ABI/INFORM Global. (Document ID: 1841405091).
Mega brands like Nike have been described as mediums for of globalization and technology for years. Nike being a flexible brand, elevated to the next level. The end results for Nike was innovating ad campaigns, superstars like basketball legend Michael Jordan, expansion of mega stores such as Nike Town, and Nike World campus. The Nike swoosh is meanwhile believed to be the most recognizable brand icon or corporate logo, conveying "Nike" without the need of words. The swoosh was designed by a university student attending a class taught by Nike CEO Phil Knight. (Amran et al., 2014).
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Jobber,D & Ellis-Chadwick, F (2012). Principles and Practices Of Marketing. 7th ed. : McGraw Hill Higher Education. p19-21 & 352-354.
Puma Inc. (Puma) is a multinational sporting goods company which designs and develops footwear, apparel and accessories. Puma and its subsidiaries have operated in more than 50 countries (Puma 2012, p. 156) and employed more than 11,000 people worldwide (Puma 2013). The company’s supply chains are supported by 540 factories (Puma 2012, p. 44), which is mostly in Asia (Puma 2012, p. 43), and its products have been distributed to more than 120 countries (Puma 2013). The company is the seventh ranked athletic apparel company in the world in terms of revenue in 2011 (Schulz 2012). As a multinational company, Puma strives to be the most desirable and sustainable sport lifestyle company in the world (Puma 2012, p. 9) and contributes in creating a more sustainable future for the generations to come (Puma 2012, p. 15).
It’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
Nike: A Strange and Terrible Saga. Image is vital to the success of the giant international sports footwear and apparel corporation Nike. Endorsements by sports superstars like basketballer Michael Jordan, soccer maestro Eric Cantona and sprinting ace Cathy Freeman -- to name just a few -- have made the company's "Swoosh" logo synonymous with "cool" for millions of young people worldwide. That image would be badly tarnished if it became widely known that the Nike empire is built on cheap Third World labour (including child labour), denial of trade union rights and collaboration with repressive regimes, most notably the Suharto regime in Indonesia. Nike Australia's public relations spokesperson, Megan Ryan, was coy about how much the company spends on marketing and sponsorship when Green Left Weekly spoke to her recently.
Schultz, D.E., et al., 1994. The new marketing paradigm: integrated marketing communications. NTC Business Books, pp. 105-156.
Etzel, Michael J., Stanton, Bruce J., Stanton, William J. (2004). Marketing. (13th ed.). Boston: McGraw-Hill.
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
There are as many brands as there is ants in the world, but the two brands that pop out are adidas and nike. Those two brands have been going head to head for ages to see who is the better brand. It’s been tested, compared, and debated which brand is better. Whether it’s the quality of the materials or the cost of it, the debate is ongoing. Both brands have been fighting for the top ever since they were both created and I don’t blame them it’d be fantastic to be the best brand in the world. When Nike and adidas are contrasted, it becomes clear that the Adidas brand are better for the overall consumer and enhances sport performance than Nike.
This is the best way by which Nike has used to convey its significance, because the target audience appreciates and relates to their idols. Nike uses inspirational stories that are related to sports and fitness to build its communication. They use pictures or verbally transmitted to deliver their story. Nike main aim is to broadcast as excitement and affection. For this sometimes Nike provides advertisements that are related to emotion that will reach the target audience. Nike use to print advertisement which performs the individualism of women, which helps them to convey
Jobber, D. (2013), and Ellis-Chadwick, F, “Principles and Practice of Marketing, 7th edition.” McGraw Hill.
Kotler, P. & Keller, K.L., (2009), A Framework for Marketing Management. 4th edition, Pearson Prentice Hall: USA
Armstrong G. & Kotler P. (2007) Marketing: An Introduction 8E Upper Saddle River, NJ Pearson Prentice Hall Publishers
The developmental stages of a successful campaign help to establish the product in the audience’s mind or consciousness. The stages of the Nike campaign can be described by using the Yale Five-Stage Developmental Model. Yale researchers developed this model while observing the growth of national identity. The first stage of this model is identification. Our text states that “Many products and causes develop a graphic symbol or logotype to create identification in the audience’s mind” (p. 264, Larson). The logo Nike is most famous for is “The Swoosh.” This is the term given to the symbol of winged victory that appears on Nike products. “The design of the swoosh logo was inspired by the wing from the Greek goddess Nike” (p. 3, http://shrike.depaul.edu /~mcoscino/word.html). The Nike logo’s presence can be noted in almost every aspect of the athletic world.