Comprehensive Brand Management Analysis: Nike and Adidas Report

This report delves into the intricacies of brand management, using Nike and Adidas as case studies. It begins by highlighting the importance of branding and marketing tools, illustrating their impact on business practices. The report then analyzes the core components of successful brand strategies, including methods for building and managing brand equity, such as targeting the right audience and maintaining a strong brand promise. Furthermore, it explores different portfolio management strategies, including passive and active approaches, along with brand hierarchy structures. The analysis covers techniques for leveraging and extending a brand, methods for measuring brand value, and the application of these techniques to enhance brand popularity. The report examines how both Nike and Adidas employ these strategies, providing insights into their competitive market positions and customer engagement tactics. It emphasizes the significance of factors like brand image, customer satisfaction, and public relations in fostering brand loyalty and market value, ultimately offering a comprehensive view of brand management principles.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1 Explaining the importance of brand and marketing tools and how these tools affect the
business practices. ......................................................................................................................3
P2 Analyze they key components of successful brand strategies and methods to build
managing brand equity................................................................................................................4
SECTION 2......................................................................................................................................5
P3 Analyze the different strategies of portfolios management. .................................................5
P4 Evaluation of brand management collaboratively and in partnership at domestics and
global level..................................................................................................................................8
M4 Use different techniques used to leverage and extend the brand of the company................8
P5 Different types of techniques for measuring and managing brand value..............................9
M5 application for measuring brand value to enhance the brand popularity .............................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is the process which enhances the company value and build public
image of a particular brand. Brad management is the continuous process which accomplishes the
company objectives in effective manner this present report based on the brand management of
two big leading companies one Nike and second one is Adidas, they both are the high-ranking
development companies which expand in across the world. This present report based on the
different aspects of brand management which includes brand equity and portfolio strategies
which helps company to make new brand strategies and company development plans. This brand
promotes the company image and services and promote company brand image in the market.
Furthermore, it will cover the different approaches which help company accomplishment. Every
brand and company represent their logo, product quality and customer satisfaction. These are the
essential things which enhance the brand value of the company. It wills also emphasis on the
portfolio management and brand hierarchy structure of the company.
SECTION 1
P1 Explaining the importance of brand and marketing tools and how these tools affect the
business practices.
Brand management is the management function which helps to promote and make
customer aware about the company products and services. Brand of the company effective when
customer experienced will be satisfactory and effective. This process increases the brand image
of the company (Bendixen, 2015). Nike is the most leading brands because it represents the
professional athletics sports shoes. For their best quality of sport shoes its quality becomes
popular. These makes customer happy and attract them towards the company services. On the
other side Adidas is another key player of shoe making company sector. Every company attracts
customers through given best product and services to the buyers. They become popular by
making effective and profitable business plans on the basis of customers demands. There are
different aspects which is necessary for the company to build brand value in the competitive
market. Brand sustain the company image maintain the growth of the company products and
enhance the future opportunities. Stronger brand image make environment more competitive and
challenging for other competitors. Besides, brand management process is not completed without
the help of marketing tools. Marketing tools are the tools which helps big companies to become
more popular and make customer attract towards the company products. These marketing tools
promote the company products and make effective for the organization. It makes brand stronger
and sustainable in long term. It is the challenging task for the leading brands to adopt innovative
strategies and business plans (Chouthoy and Kazi, 2016). To retain the customers, due to rapid
changes in the market environment company needs to adopt regular changes for business growth.
Big popular brands are generally having good market value and share to maintain that potential
market. For that they need to come up with new product strategies to make market competitive.

It helps to grow the business into new expansion strategies. They are always ready to take new
ideas and innovative strategies to make company brand image more popular and attractive.
Customer purchasing power is more competitive and stronger to beat the needs of customers.
Brand image defines the company customer policy, product policy, CSR. Brand Hierarchy this
helps buyers to know about their favorite brand. This whole process helps company to build
good image in front of their customers. Customers always aspect something new and different
from their favorite’s brands and brands are always consider their customers’ needs on first
priorities. This will helps to make positive and healthy relationship between customers and
companies. Some of the other elements which enhance the brand quality and brand sustainability
in the market. Such as Brand Promise, Brand Image, Brand name, Brand Purpose, Brand Color,
Packaging of Brand, Target group of Brand, Brand logo, symbol, Brand Promise. These most
essential brand elements which gives more importance to the company products and services.
Nike has their own brand symbol color and promise to ensure the product quality on the other
side Adidas is another best promising brand in the market. Overall it makes competitive and
healthy environment. This will increases the company shares and values in front of the global
market. Through which company achieve their future objectives in effective manner. Nike is the
one of the top leading companies who provides sports shoes in the best quality. Along with that
Adidas known for its quality of sports shoes and different accessories, Adidas is the clothing
manufacturer and provides customer services in the best manner. They sell their product and
services in across 180 countries (Du Preez and Bendixen, 2015). It is most popular and
trustworthy brand of shoes. They both making very competitive market. Company needs to adopt
new services to attract customer attraction like Adidas adopt legacy and heritage approaches to
retain the customers. It makes brand more powerful and attractive. Brand itself is a big marketing
tool for the company. Through which company produce new services and get maximum sales
revenue.
P2 Analyze they key components of successful brand strategies and methods to build managing
brand equity.
Brand equity is the tool to measure the company brand value in the present market. It
enhances the brand level among the other competitors. It helps to measure the customer
satisfaction, feedback, company market value and company actual performance. These all factors
helps to determine the exact brand equity ratio of the brand. It is very essential for the big brands
to sustain its market value as long in the market, through which they getting benefits from the
selling. If company does not provide product and services according to the customer needs in
that case, they will reduce their brand equity level. This affects the overall sales of the company,
so that company should adopt new changes to attract the customer attraction. Second most
important thing in product quality Nike has to ensure good quality of shoes which is long lasting
and durable. It makes customer faith and loyalty towards the company services. Brand equity
also helps company to make healthy relationship between customers and company. It makes
brand popular and famous (Fisher and Vallaster, 2010). Brand logo, Symbol and brand promise

should be attractive and effective which grab the attention of customers. To maintain its brand
equity company needs to follow these guidelines.
Target Audience: Target audience measure the company sales, brand always set their set of
customer groups whom they want to target. Like Nike target group of customers are sports
processionals. For that need to seek the attraction of customers by providing the best quality of
services and products. Besides, Adidas also attracts the customer who loves to wear sports shoes
and other accessories. It makes customer attraction and maximum sales revenue.
Brand Promise: Brand Promise is the most essential connection between company and
employees. It makes company brand effective and most challenging. It is very necessary for the
company to make strong connection with customers by providing quality of services. Brand
promise of the company which defines the company values and their long lasting customer
services (Ginder and Byun, 2015). This increases the faith and loyalty among customers. This
also helps to make brand most popular and most wanting. Brand promise make emotional
relationship between the customers and clients. It makes strong bonding with the company which
helps them in long term.
Public Relation: Public relation defines the healthy relation with companies. It is the duty of big
organization to make good relation with all stakeholders. This relation will help company to
promote new services or products. It gets maximum satisfaction level of customers. Nike and
Adidas both has good market relation Which helps them to get more customer attraction.
Besides, company also should maintain healthy relation with their investors to attract more
investment funds. Big brand always consider their customers o first priority and determine their
current needs and wants. It makes company image stronger and attractive. This overall process
will help to enhance the company brand value in front of the customers.
Overall brand equity helps to measure the actual position of the company in the existing
market. Which helps to enhance the market share and company existence. Big brands always
consider quality in foremost place. This is the tool which helps to make brand image. This
increases the overall process of branding. This brand equity tool helps to attract customers
attraction towards the company (Kao, and Lin, 2016). Brand equity helps to measure the
customer needs and wants. Brand equity has been increased with increasing the quality of
services.
SECTION 2
P3 Analyze the different strategies of portfolios management.
Portfolio strategies helps company to make new brand and make competitive market.
Portfolio strategies also helps company to adopt new technologies and innovative ideas to make
company profitable. There are some portfolio strategies mention below which describes the
actual functioning of the company betterment:

 Passive portfolio management strategy: Passive portfolio strategies main aim is to
provide customer services on the basis of current needs and wants. In Passive Portfolio
company makes customer-oriented strategies.
 Efficient Market theory: as per the theory company analyze the market current trends
and external environment before making its own business plans. This strategy will help to
analyze the competitors plans and policies on which company can easily make their own
pricing policies (Lee, O’Cass and Sok, 2017).
Indexing: this theory shows the opportunity in the market to makes new services and
products to get customer happy and satisfied.
 Active portfolio management strategy: This plan helps company to research on the new
investment through which they make new investment and development plans. Company
focus on the new investors through which they get higher level of company expansion.
 Top Down Approach: In this approach company focus on the part of research. Along
with that they focus on the changing process. To make new changes to enhance the
company expansion.
 Bottom up Approach: In this bottom Approach company focus on its own financial
position and try to enhance the financial growth of the company. They help to keep the
company strong and competitive.
Brand Hierarchy:
Brand hierarchy of Nike based on its flat structure. In Nike organization all the
departments are interlink with each other, this helps company to avoid
miscommunication between the employees along with that company. In Nike company
follows the proper rules and regulation Company also make sure about the brands which
is going to be famous in near future. Brand hierarchy of the company ensure the effective
management (Okonkwo-Pézard, 2017). Nike managed the functions of the department in
all over the country. In which responsible person is manager. Besides, all the important
decision will take by the CEO of the company. Overall it makes effective marketing
plans. They divide their work into smaller task and achieve them into effective manner. It
also helps to take decision in most effective manner. Manager of the company is
responsible to ensure all the activities properly and fill the gap between actual
performance out off desired performance. Manager helps company to accomplish all the
task and make sure to motivate all other employees for better performance. Brand
hierarchy promote the company functions and ensure the best performance. This process
is the most effective changes in the market. Along with that Adidas also has the hierarchy
structure it contains top level, middle level and lower level department. All department
have their own roles and responsibilities through which they accomplish their objectives

and plans. Adidas has higher responsibility authority who manage the work properly such
as corporate officer, global head brands, moreover, vice chairman. Operation are heading
smoothly.
Figure 1 Adidas Corporate Hierarchy Structure
Source: (Adidas corporate Hierarchy, 2017)

P4 Evaluation of brand management collaboratively and in partnership at domestics and global
level.
Brand management of Nike is collaborative style which contributes in the working united
and together at domestic and at international level. Organization main aim is to achieve the target
market through which company enhance their brand awareness in the market. Nike has matrix
structure in which teams are interconnected with the employees through digital technologies. It
makes new services and policies to make competitive market. The team collaborative strategy is
more competitive which connects company Nike has major collaboration strategies to make new
business expansion strategies and business plans. Besides if talking about Adidas it has
partnership approach where mission is set by the adidas company but implementation process is
done by the Reebok Brand. For that they both need to make close communication channel in
order to identify the communication process and analyze the customer market demand in the
current environment. The main focus of the companies to focus on the core activities in order to
sustain the market demand in the competitive environment (Renton and et.al, 2017).
Both the leading brands are the highly expand companies, with their own goals and
objectives. They both are leading global and domestic brands with common objective that is to
earn profit revenue. Besides company needs to adopt different kinds of strategies and business
plans in order to achieve the overall objective and goals. Nike and Adidas both the brand is
highly competitive for each other. Its strategies have been alike at domestic as well as
international level through which companies can easily grab the attraction of customers. It has
been analyzed that market plan of the company should be attractive and innovative towards the
customer attraction. Besides, as per the analyzed Nike adopt CSR activity to promote their
brands and make market image in from the customers. This activity is very much important for
the company to sustain its public image, company needs to contribute their share in social
welfare. It makes brand enhancement and awareness of the company at global level. It makes
market challenging and competitive among all other rival firms. The sustainable company
strategy will help the company to maintain its position in the long-term market.
M4 Use different techniques used to leverage and extend the brand of the company.
Organization needs to adopt some latest technologies and trends to leverage the brand
expansion. For that, company needs to contribute in corporate social responsibilities. Which
helps company to make strong public image. Besides, company also needs to utilize all necessary
resources to make productive revenue. This impact positively on the business organization and
helps organization to achieve customer satisfaction. To make all strategies attractive and
effective. For that business should take conversation with all staff members before decision
making process. This makes company competitive and effective in order to get customer
attraction. This increases the motivation level of other employees through which they get happy
from the business activities (Rosenbaum-Elliott, R., Percy and Pervan, 2015). Overall, it makes

overall changes in the working environment towards organization goals. Overall, Nike and
Adidas both needs make innovative and creative changes in product and services to retain the
customer attraction and brand value in the market.
Besides, company needs to adopt all strategies and techniques which helps them to
leverage more productive work. Company also needs to make systematic plans and policies in
order to make decision making approach on the basis of customers needs and wants, along with
that company also need to determine the current market trends and competitors pricing strategies
in order to achieve higher level of brand expansion. Nowadays many of the firm start using
digital platform in order to achieve the higher market share and business growth. For that
company needs to adopt digital technologies to make product global, through which company
can easily target global customers towards company products and services. Furthermore, to
leverage brand expansion company needs to focus on their operation plans in order to identify
proper working as per the plan or not, and take corrective action plan in order to feel the gap.
This process helps to make brand popular and long-lasting.
P5 Different types of techniques for measuring and managing brand value.
There have been many techniques to measure the brand value of Nike and Adidas. These
techniques are most effective to maintain the company goodwill in front of the customers. This
makes company customer base and stronger in the competitive market (Urde, 2016). The main
focus of the business is on the customer satisfaction which is the foremost function of the
company. There are some measuring techniques through which Nike and Adidas can easily
manage their brand value:
Brand awareness: this is the foremost technique, company needs to make brand
awareness about the company product and services through brand value will be enhance. For
that company needs to invest on the promotional activities to attract the customer and make them
aware about the information of new product and services of the company. Such as advertising on
TV, radio, magazines, print media or through online, marketing. This makes brand popular and
famous. Besides, big brands adopt publicity media of brand awareness to hire popular celebrity
and make him or her brand ambassador, through which company get more customer reach.
Quality of Products: this is the another measuring technique to measure brand
awareness that is quality of services this makes brand popular or unpopular in the market.
Therefore, to maintain brand value company should adopt best quality of resources to make
finish products and services in order to identify brand popularity.
Feedback: customer feedback also shows the company popularity in the market, for that
company needs to fulfill customer query and make them happy with the services to get effective
feedback (Vigneron and Johnson, 2017) .

M5 application for measuring brand value to enhance the brand popularity
Trust, faith, services, product, loyalty these are the attributes which helps to keep brand
long-lasting and durable (Xu-ao, 2012). For that, company needs to connect brand with the
customers always.
CONCLUSION
From the above discussion, it can be concluded that Brand is the foremost element in the
marketing plan or to promote new product and services in the market. This report summarized
brand management which is very important function in the business. It evaluates the brand
management of Nike and Adidas which helps them to enhance the brand popularity. These are
the most leading brands of sports shoes which represent the athletics professionals. It discussed
that brand management of both the firms are different which helps them individual to take brand
expansion plan. Besides, it summarized the brand hierarchy in which they determined that Nike
has flat organizational structure and adidas has corporate hierarchical structure. So it can be
concluded that brand needs to measure brand value in order to adopt new strategies and plan to
enhance brand of the company.

REFERENCES
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