DAYANANDA SAGAR COLLEGE OF ENGINEERING
Shavige Malleshwara Hills, Kumaraswamy Layout, Bengaluru-560078
An Autonomous Institute Affiliated to VTU, Belagavi
THE DEPARTMENT OF MANAGEMENT STUDIES
Subject: Brand strategy and Sub Code: 22MBAMM34
marketing communications
Faculty Name: Dr. Hemanth
ASSIGNMENT 1
Title of the Assignment: Know your brand
Name of the Student: Avrojyoti Dhar
Submission Date: 05-02-2025
Faculty Remark:
Faculty Signature:
DEPARTMENT OF MANAGEMENT STUDIES
PROGRAM OUTCOME (PO) PROGRAM EDUCATIONAL
VISION STATEMENT OBJECTIVES (PEO)
1. Management Knowledge
To be a contemporary Business PEO1: Graduates will have the required
School of National repute. knowledge of management, attitude, and
2. Decision Making
skills and be able to apply them in their
career path.
3. Leadership
MISSION STATEMENT PEO2: Graduates will be able to solve
4. Business Environment M1: To provide a quality business problems by working together
environment for developing with other interdisciplinary team members
5. Team Management functional, analytical, and critical and demonstrate leadership skills.
thinking abilities to enhance PEO3: Graduates will be able to
6. Social sensitivity
employability. demonstrate professional
M2: To create an environment that competence and ethical, value- based, and
7. Contemporary Tool Usage enhances cognitive skills and team socially responsible behavior as a manager
work for the holistic development. or an entrepreneur in their careers.
8. Employability and PEO4: Graduates will have the ability to
M3: To inculcate ethics, values and
Entrepreneurship social sensitivity towards pursue higher education and research and
sustainable business practices. will be engaged in life Long Learning.
M4: To ignite, create and nurture
entrepreneurship for the benefit of
business and society.
NAMEOFTHESTUDENT: Avrojyoti Dhar
USN: 1DS23BA017
COURSE: Brand strategy and marketing communications
TOPIC: Know your brand
DATE OF SUBMISSION: 05-02-2025
REMARK BY THE FACULTY:
SIGNATUREOFTHEFACULTY:
ADIDAS: BRAND ANALYSIS REPORT
1. Introduction
Adidas is one of the world’s leading sportswear brands, renowned for its high-quality athletic footwear,
apparel, and accessories. Founded in 1949 by Adolf Dassler, Adidas has built a strong global identity
through innovation, performance, and brand partnerships. This report explores Adidas as a brand,
justifies the concept that everything can be branded, evaluates branding challenges and opportunities for
Nike, analyzes Adidas using the Customer-Based Brand Equity (CBBE) models by Kevin Lane Keller
and David Aaker, and assesses Adidas' positioning strategies.
2. Defining Adidas as a Brand
Adidas is synonymous with sports performance, innovation, and lifestyle fashion. The brand is
recognized for its iconic three-stripe logo, cutting-edge technology (e.g., Boost, Primeknit), and
commitment to sustainability. Adidas has positioned itself as a premium sportswear brand catering to
athletes and casual wearers alike, balancing functionality with style. Through strategic endorsements,
sponsorships, and collaborations, Adidas has cultivated a brand image that resonates with a broad
customer base.
3. Everything Can Be Branded – Justification with Nike
Branding extends beyond a company’s logo and products; it encompasses emotional connections,
experiences, and values. Nike exemplifies this principle by branding not only its sneakers but also an
entire lifestyle. Nike’s "Just Do It" slogan, athlete endorsements (e.g., Michael Jordan, Serena
Williams), and innovative products (e.g., Air Max, Flyknit) contribute to its strong brand identity. Nike
also incorporates social movements, such as the Colin Kaepernick campaign, to reinforce its positioning.
This proves that branding goes beyond physical goods, influencing consumer perception and loyalty.
4. Branding Challenges and Opportunities for Nike
Challenges:
• Intense Competition: Adidas, Puma, and Under Armour are strong competitors in the global
sportswear market.
• Ethical Concerns: Nike has faced criticism for labor practices and sustainability issues.
• Shifting Consumer Preferences: Growing demand for sustainable and customizable products
requires constant innovation.
• Dependence on Endorsements: Celebrity and athlete endorsements pose reputational risks in case
of controversies.
Opportunities:
• Expanding Athleisure Market: Increasing demand for stylish and comfortable sneakers presents
growth opportunities.
• Digital Transformation: Investments in apps like SNKRS and self-lacing shoe technology
enhance consumer engagement.
• Sustainability Initiatives: Nike’s Move to Zero campaign and recycled material usage strengthen
its eco-conscious brand image.
• Direct-to-consumer (DTC) Growth: Nike can further expand its online and flagship store
presence to boost sales.
5. Adidas and the CBBE Model (Kevin Lane Keller & David Aaker)
• Kevin Lane Keller’s CBBE Model:
• Brand Salience: Adidas has strong global recognition across multiple markets.
• Brand Meaning:
• Performance: Known for cutting-edge footwear technology like Boost and Futurecraft.
• Imagery: Strong associations with sports icons, streetwear culture, and eco-conscious initiatives.
• Brand Response: Consumers perceive Adidas as a premium and innovative sportswear brand.
• Brand Resonance: Adidas enjoys high customer loyalty due to its strategic collaborations (e.g.,
Yeezy) and sponsorships.
• David Aaker’s Brand Equity Model:
• Brand Awareness: Adidas is one of the most recognized names in sportswear worldwide.
• Brand Associations: Linked to performance, fashion-forward designs, and sustainability efforts.
• Perceived Quality: High durability, comfort, and innovation in footwear and apparel.
• Brand Loyalty: A dedicated customer base that prefers Adidas over competitors.
• Brand Assets: Iconic three-stripe logo, exclusive designs, and major sponsorships.
6. Positioning Strategies of Adidas & Their Effectiveness
Positioning Strategies:
• Performance & Innovation: Adidas emphasizes cutting-edge technology (e.g., Boost, Primeknit)
in footwear.
• Sustainability: Eco-friendly initiatives like recycled ocean plastics in Adidas Parley shoes.
• Celebrity & Cultural Influence: Collaborations with Kanye West (Yeezy), Pharrell Williams, and
Beyoncé create high demand.
• Athlete Sponsorships: Adidas endorses global sports stars like Lionel Messi, Paul Pogba, and
James Harden.
Effectiveness:
Adidas has successfully positioned itself as a fusion of sports performance and lifestyle fashion.
The Yeezy collaboration strengthened its appeal among sneaker enthusiasts and streetwear consumers.
Sustainability efforts have enhanced Adidas' brand reputation among eco-conscious consumers.
Despite strong positioning, Nike remains a dominant competitor in the North American market,
indicating further opportunities for Adidas to expand.
7. Conclusion
Adidas has successfully established itself as a leading global sportswear brand through its strong brand
equity, innovation, and strategic partnerships. The brand’s focus on sustainability and digital
transformation aligns with modern consumer preferences, providing long-term growth potential. While
Nike remains a major competitor, Adidas’ positioning in both sports and lifestyle markets makes it a
formidable player in the industry.
