Adidas, the
largest sportswear manufacturer in the Europe and second largest in the world was
founded in 1949 by a German shoe maker Adolf Dassler. His idea about opening
this company was simple and brilliant. Dassler had a simple dream. His dream
was to provide every athlete with their best possible equipment. Today his
dream is not a dream anymore. Today Adidas is one of the leading sports company
in the world.
Why Adidas is
popular among the other existing sports brand? Because of their brand identity,
this creates brand salience with customers. Adidas is successful in measuring
their brands through recognition
and recall factor. This is
because of their various modes of communication. The covert advertising in
public places, sponsoring different sports event and associating it many
sportsmen are some of them.
Recall factor
is associates with awareness. The more awareness a brand will create, the
stronger their recall factor will be. By doing various modes of IMC campaign
Adidas is creating awareness among customers. Adidas has gained such a loyalty
that sports loving people understand sports through Adidas.
The
Recognition factor is also created by Adidas. Most of the people can recognize
the three stripe logo of Adidas. Now how the recognition factor works. A sports
lover people went to a supermarket to buy a shoe but he doesn't know any brand’s
name but he has seen this three stripe logo before. So he will buy the shoe of
Adidas. Adidas has done their communication so well that people now a day’s
recognize Adidas by comfort. The three stripe logo is making them comfortable
to buy the shoe. It creates trust. It is also gaining their trust by celebrity endorsement. Sportswear of Adidas are used by FC Bayern Munich, Real Madrid, Clealsea, Mancester City, AC Milan and Juventas. The most trustworthy part of Adidas is Lionel Messi is the Brand Ambassador of Adidas.
The breadth
of a brand is measured by consumer consideration. Whenever person goes to buy a
product, some of the product quality knocks his mind. Because of that knock he buys
a product. Adidas has created their product awareness by using the word comfort
ability. So whenever a person goes to buy a shoe he thinks about the comfort
ability and sustaining power of the shoe. And Adidas is fulfilling these
qualities by their awareness. The current tagline of Adidas is “Adidas is all
in”. This tagline also creates a belief that this brand is giving their best to
make their product best.
The final
element of brand salience is product category structure. To fully understand
brand recall, people need to appreciate product category structure or how categories
are organized in people’s mind.
The product hierarchy shows us that not only the depth of awareness matters but also the breadth matters. Adidas has done their awareness part so well that the product itself are the synonyms of Adidas. It has become the top of the mind game. And it is doing also it at right time and right places.
References:
Partani,M.(2010).AdidasBrandStudy. Retrieved from http://www.scribd.com/doc/45680519/Adidas-Brand-Study#scribd.
Adidas.(nd).Retrieved February 28,2015 from http://en.wikipedia.org/wiki/Adidas.
Keller,K.L.Customer based brand equity.(third edition),Strategic Brand Management(pp 82-86).New Delhi:Pearson.
