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Research problem:

How have Adidas used

the instrument Branding,

and which roll did it play

in the competition

between Adidas and Nike?

Author: Karolina Tich

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Physical product

Personality

Culture

Self image

Reflection

Relation

Brand Identity Prism - Nike

Sports and

fitnessLike Jordan, Woods

American

Just do It!

Cool

Athlete

Aggressive,

Provocative,

In-your-face

Sponsorship,

Ethics

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Physical productSports and

fitness

PersonalityTraditional, Conser-

vative, Collective

CultureEuropean

Traditional

Self-Image

Relates more to

competing than to

winning

Reflection

True sportsmanship

Strong work ethic

A good team player

RelationQuality and

Heritage

Brand Identity Prism - Adidas

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Brand

Awareness

Perceived

Quality

Brand

Associations

Brand

Loyalty

Brand Equity

Endorsement

focus strategy

National

advertising

Nike:

Development of

NikeTown stores

Adidas:

branded

grassroot

sponsorship

Nike:

Sports

Life style

Attitude

Adidas:

Heritage

Tradition

Quality

Nike:

Sales 1986:

$ 1 billion

Sales 2002:

$ 9,9 billionAdidas:

Sales 1992:

$ 1.7 billion

Sales 1998:

$ 4.8 billion

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Three most important tools which have

enhanced brand awareness on Nike Endorsement focus strategy

Participation of famous athletes with the company

Michael Jordan, Tiger Woods, Andre Agassi

They are heroes Succesful strategy during 80s and 90s

Costse.g. Jordans average salary about 20 million USD per year

Nike Town 13 Nike Towns in the world

High costs, cannot expect opening of a NT in the Czech Rep. soon

National advertising Innovative way, big extent of advertising, uses all communication mix

TV, internet, campaigns like Just do it

Costsapproximate costs of campaign like Just do it about 100 million

USD

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Efficiency of strategies used by Nike

Endorsement focus strategy High efficiency in 80s, 90s

Jordanpossible to measure directly by amount of sales of Air

Jordan products Nike golf sales increased to 250 million USD from 100 million

USD in 2000

Supports brand awareness, has enhanced the image of the company

Natinal advertising Hard to express efficiency directly

Has helped to understand Nike mission, wearing Nike is more alive philosophy than just a fashion

Nike Town

Has brought to the branding and marketing world somethingabsolutly new and original, created strong brand identification

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Expected orientation of Nike strategies

New trend in the societyindividuality the

endorsement focus strategy will probably loose its power,

people do not want to be like Jordan anymore

We can expect orientation to campaigns emphasizing

individuality

Possible transfer of investments from endorsement focus

strategy to national advertising

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Conclusion

In this project were used two theoretical modelsKapferer

Prism model for branding identity and model for brand

equity

Models were applied on companies Nike and Adidas and

showed and explained main aspects of brand building of

Nike and Adidas

Revealed strong and weak sides of these companies in

brand building

This theoretical approach can be used in comparison of

other companies due to its theoretical background

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Thank you forYour attention!