Brand Knowledge Structures

NIKE VS ADIDASGROUP 3

04/08/2023

Nguyen Thanh Luan

Content1.Concepts

2.Information and data

3.Brand Knowledge Structures: Nike vs Adidas

4.Conclusions

Concepts

a name, term, sign, symbol, or design, or combination of them which is intended to identify the

goods and services of one seller or group of sellers and to differentiate them from those of competitors

Concepts

Concepts

How well do the brand elements serve the function of identifying the product?

Brand recognition Brand recall

Concepts

1• increases the likelihood that the brand

will be a member of the consideration set

2

• affect decisions about brands in the consideration set, even if there are essentially no other brand associations

3

• affects consumer decision making by influencing the formation and strength of brand associations in the brand image

Brand awareness plays an important role because of three major reasons

Concepts Brand

Brand

Image

Image

defined as consumer perception of a brand as reflected by the brand association held in consumers’ memory

Concepts

Brand

image

favorability

types

unique-ness

strength

Bran

d as

sociat

ions Brand associations

Bran

d as

soci

atio

nsBrand associations

ConceptsThose associations that are unique to the brand that are also strongly held and favorably evaluated by consumers.

Unique selling propositions (USP)

Sustainable competitive

advantage (SCA)

Brand must have some strong, favorably and unique association to differentiate itself from other brands.

Concepts

The main point is the associations no need to unique to the brand but may it fact be shared with other brands

category POP

associations

competitive POP

associations

Information and data

Information and data

12-15 years old involved in

different sports. Top

athletes into health and

fitness

16-34 years old involved

in sports, fitness and

style

TARGET AUDIENCE

Information and data

to bring inspiration and innovation to every athlete in

the world

The Adidas Group strives to be the global leader in the

sporting goods industry with brands built on a passion for

sports and a sporting lifestyle

COMPANY MISSIONS

Information and data

Marketing Mix (4P)

Products• athletic footwear and apparels designed for sports

and every day usage • The production facilities are loaded close to the raw

material• Price: designed pricing structure to make it

competitive to other shoe sellers• price variable depending on the type and the size

ProductsCaters for different needs and wants of consumer Constantly upgrading and improving products’ innovative features and quality Price Adidas is a shopping productAble to penetrate the market as it is cheaper than its competitors. Uses market skimming.

Information and data

Marketing Mix (4P)

Placeindividual stores and also available at major malls and departmental stores20,000 retailers in US and also in other 200 countriesPromotionused electronic media & swoosh logo and imagewell-known athletes advertisement & sponsor events

PlaceAdidas & various sporting outlets (e.g Royal Sporting House). Online purchasingPromotionAdvertising through the mass media, the internetPoint of Sale & ‘Impossible is Nothing’ campaign

Information and data

NIKE PRODUCT ADVERTISING EVOKES

Innovation Technology and Cutting Edge

Information and data

ADIDAS PRODUCT ADVERTISING EVOKES

Design Creativity and Stylishness

Brand Knowledge Structures: Nike vs Adidas

• Demographic segmentation

• Geographic segmentation

• Demographic segmentation

• Psychographic segmentation

Market Segmentation

Brand Knowledge Structures: Nike vs Adidas

Brand Awareness

The Nike Swoosh, one of the most recognizable logos in

the world.Slogan: “Just do it”

There is over 700 NIKE stores worldwide. uses standard in-store

methods so as to improve the chance of customer’s purchases

Nike’s corporate packaging was redesigned to be environmentally responsible, launch the Swoosh identity into retail, consolidate

manufacturing, and reduce costs

Brand Knowledge Structures: Nike vs Adidas

Brand Awareness

The 3-Stripes mark is without doubt the quintessential Adidas symbol. “Impossible is Nothing’ though it just few words, but it says a lot.

Main outlets stock the whole range of Adidas products.

Adidas also distribute to online outlets such as Asos, based on its

fashion premise.

a marketing campaign asking consumers to “grow the grass

you play on” was put into effect by packaging.

Brand Knowledge Structures: Nike vs Adidas

Brand Awareness

Trefoil 3-bars World mark

3 SHAPES OF ADIDAS LOGO

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Nike

Michel Jordan

Tiger Woods

W. Rooney

Brand Knowledge Structures: Nike vs Adidas

Brand Image : Nike

Brand Knowledge Structures: Nike vs Adidas

Brand Image : Nike

Nike brand personality dimensions by J.Aeker

Brand Knowledge Structures: Nike vs Adidas

Brand Image : Nike

Brand Knowledge Structures: Nike vs Adidas

Brand Image : Nike

COLLABORATIONS

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

Zinédine Zidane

David Beckham

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

Kobe Bryant

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

Atlanta Olympic Games

World Cup

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

• Reliable• Intelligent• Successful

Competence

• Down-to-earth

• Honest• Wholesome• CheerfulSincerity

Brand personality

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

Brand Knowledge Structures: Nike vs Adidas

Brand Image: Adidas

COLLABORATIONS

Conclusions

Exiting, provocative, spirited, cool,

innovative, athletic and aggressive. Focusing on the

pursuit of excellence

Nike

Authentic, stylish, cool, trustworthy,

practical, customer

focused. Into health and

fitness and the pursuit of

performance

Adidas

Two great sport brands, two personalities

Group 3

Nguyen Thanh Luan

Nguyen Manh Tung

Mai Quang Duc

Nguyen Trung Dung

Dang Ngoc Diem

Trinh Viet Anh