Adidas and Nike

Table of Contents

Executive Summary3

Motto4

Brand Comparison4

Nike4

Adidas5

Nike's Advertising and its Impact on Youth's identity5

Adidas's Advertising and its Impact on Youth's Identity6

Swot Analysis-Nike7

SWOT Analysis of Adidas8

Core Competency9

Core Competencies of Adidas9

Core Competencies of Nike10

Nike- Brand Strategy10

Targeting11

A new Segment11

Baby Boomers11

Positioning11

Branding Objectives12

Current Problems12

Revamping the Brand13

Branding Strategies and Programs14

Creating Mind Share through Marketing Strategies14

Product Proliferation15

Marketing Activities (4 Ps)15

Further Recommendations16

References18Executive Summary

The name 'Nike' had been coined after the Greek Goddess of victory, which clearly shows its magical impact upon the grounded, yet amazing success of the brand in the market. 'Adidas', on the other hand, was framed by the name of the founder Adolf 'Adi' Dassler; the iconic name can act to support the purpose of their products, standing for 'All day, I dream for sport'. Nike is the world's leading manufacturer, marketer and distributor of the athletic footwear and sports' wear accessories. It primarily operates in Asia Pacific, Middle East, Africa, Americas and Europe. Adidas is famous for its sports goods and shoes. Adidas main market qualifies as soccer and tennis. Initially, there main focus was restricted towards Europe only yet they have a considerable brand image internationally. Nike's advertising campaign reflects everyday life of adolescents, where every minute of your day cannot stop swearing, in the school with friends at a party, when they are sad, angry, happy, etc. Adidas, on the contrary tries to build emotional connection with the nature and is directed to youth and sports representation, but from a much more globalization, that makes use of media personalities who are known worldwide either in music or sports where they place the likes or "David Beckham" wearing the accessories and products of Adidas. Nike's brand strategy focuses on revamping its brand image and promoting it with essential targeting, positioning and dealing with the primary issues countering the brand. The strategy aims at developing brand equity by blending customer base with its values and also focuses on product proliferations in its creative marketing strategies with customization and introducing new segments.Introduction

In order to understand the reputation of how brands work, we shall be covering two sports brands and critically analyzing them to extract how they have made their name in the market. The paper will cover and recite about 'Nike' and 'Adidas'. Nike and Adidas are renowned sportswear brands and have maintained strategic position by astute penetration, market segmentation and have wisely positioned their brand in the minds of customers. Nike although continues to compete in the global market as the leader in terms of sportswear accessories, Adidas grows exponentially and gradually coming to the verge of giving Nike competition in line. While Nike owns around Umbro, Hurley, Converse, and Cole Haan, Adidas stands with a variety of brand extensions and acquisitions of Reebok, Taylor made Golf Company and Rockport (Wokutch, 207-237). The company offers accessories and apparel. Its sponsorship deals with U.S basketball; and football stars.

Motto

Nike's motto is 'Just do it'. Adidas's motto is 'Impossible is Nothing'.

Brand Comparison

Nike

Nike is well known amongst the young blood of the world mainly because of innumerable celebrity sponsorships but there core target market remains the people who are into basketball ...