This report presents a comprehensive brand positioning analysis of Adidas, a leading sportswear brand. It begins with an introduction to brand positioning and a company profile of Adidas. The analysis delves into brand competitiveness, examining factors such as products, logo, customer loyalty, and advertising. The Brand Resonance Model (Keller's Brand Equity model) is applied to assess Adidas's brand identity, performance, imagery, customer response (judgments and feelings), and brand-customer relationship (resonance). The report identifies Adidas's frame of reference, competitors (particularly Nike), points of parity, and leveraging strategies. It highlights points of difference between Adidas and Nike, followed by a brand equity analysis, including endorsement focus and promotional strategies. The report concludes with a SWOT analysis and provides recommendations for product diversification, innovation in advertisement strategies, expansion of the target market, and corporate social responsibility activities to improve Adidas's market position and increase its market share.
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