Brand Positioning Analysis of Adidas

BRAND
POSITIONING
ANALYSIS OF
ADIDAS
N A M E O F S T U D E N T:
N A M E O F U N I V E R S I T Y:
A U T H O R N O T E :

INTRODUCTION
Brand positioning refers to the place that is occupied by a particular brand
in the minds of its customers (Sarmaniotis et al., 2014).
There are various types of brand positioning, which may define the position
of a brand in the market, including value-based brand positioning, quality
based brand positioning, competitor based positioning and so on (Jalkala &
Keränen, 2014).
Brand positioning helps the organization to determine its position in the
market as well as the manner in which the goods and services may be
focused on the target customers.

COMPANY PROFILE
Adidas is widely recognized as a German sportswear brand that was
founded in the year 1924 as Gebrüder Dassler Schuhfabrik and later as
Adidas in the year 1949 (Adidas-group.com. (2020).
The previous logo of the company in the form of radiating leaves indicated
the aspiration of the company to grow and develop in the ever-changing
market.
The new logo of the company in the form of three bars indicate the motto of
the company to push beyond the limits.
As of the year 2019, the company is valued at about 16.6 billion U.S. dollars
(Statista.com, 2020).

BRAND COMPETITIVENESS
The brand competitiveness of an organization depends upon several factors
that provide the value of the brand to the customers (Winzar, Baumann &
Chu, 2018).
Brand competitiveness of the organization is also determined by its ability to
profitably obtain market share.
The factors contributing to the brand competitiveness of Adidas include its
products, logo or symbol, customer loyalty and advertisement.

BRAND COMPETITIVENESS
The ability of an organization to improve the competitiveness of its brand lies in the methods
that can be employed to increase brand value. Such methods used by Adidas include:
Celebrity endorsements – The company uses celebrity endorsements in its advertisements
in order to attract the targeted customers (Lombo & Tielung, 2014).
Presence – The company has a positive presence in the market through the availability of its
products in various places throughout the world as well as through various mediums.
Positive brand relationship – The company also maintains positive brand relationship with
it customers in order to maintain high customer loyalty towards the brand.

BRAND RESONANCE MODEL
The Brand resonance model is also known as the Keller’s Brand Equity model. It displays
the four major steps that are to be taken into consideration in order to develop a strong
and successful brand presence among the targeted customers (Badrinarayanan, Suh &
Kim, 2016). The Brand Resonance is observed in the following manner as described in the
diagram.