Personally, when I think of athleticism and sports, the first brand that comes to my mind is Nike followed by Adidas and Under Armour. The answer to this question may have a lot to do with brand equity. Sponsorships, advertising and experience focused retailing (Nike town) are three vivid channels that Nike has applied to enhance its brand image and awareness. The world constantly changes and disparities, however, some top brands seem to keep their leadership position in their industry to this day.
Celebrities like Kanye West and Pharrell Williams boosts Adidas portfolio while two-time NBA MVP Stephen Curry boosts Under Armour’s and Worldwide Superstar Rihanna boosts Puma’s. Some of the brand associations for Nike include the Swoosh symbol, the “Just Do It” tagline and athlete endorsers like LeBron James. Besides they didn’t follow the trends of other shoe maker like Rebook who used garments in the fabrication of their shoes instead of leather because it is more fashionable although it is less durable, Nike didn’t do so and they stick to using leather fulfilling their commitment to quality. How I Wrote More Than 3,000,000 Words in 9 Months. With brand awareness comes brand associations. (2016).
Brand associations are thoughts that pop to mind when a person thinks about a brand, such as “soft” for Cottonelle or “athletics” for Nike. They are always in touch with you to let you know the status of paper and always meet the deadline! Learn more. [PDF document]. Again, pretty much for any sport.
This inspiration has been an intricate part of the company since it began. Such as Nike, since its creation in 1971 in the USA, the Nike swoosh is still one of the world’s most valuable brand despite of the severe crises. While Nike has many positive brand associations, the brand has not been immune to unfavorable ones.
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