In 1993, after losses last year, profits rose steadily, by 1998 and 4 respectively to $ 2.5 billion. Adidas brand strategy's success in two countries reflect even more obvious. Is it in the local leader of the Germany market, the other is the United States, nike free run 3 dam where compared to Nike, it was a small opponent. Adidas early 90 's in Germany the production share has reduced the 30% by 1998 sportswear market share above 38%, again in the first place. In the United States ' market share has increased from less than 3% by a factor of 4 times, to 12% more than in 1998. Adidas's sales reflect the brand image of change. Consumer research shows that all of a brand brand association positive changes have taken place. Worth noting is that concept is thought to be the most prominent 3 Lenovo: stylish, modern and cool, this is a dramatic shift compared to a few years ago.
Another survey shows that more than 50% of athletes believe adidas over the past two years, becoming more stylish, moreModern, more populist and more young. They also noted that the adidas ads and ways to communicate with consumers also have improved. Enlightenment of Nike and adidas branding legend inspired many worth doing a summary here. 1 respectively to create brand is not merely advertised. Adidas Nike's rise in the 80 's and 90 's resurgence in the advertising do play a crucial role, but their brand to create work also involves a number of factors, including sponsorship, the spokesperson system, branded products, nike roshe run sverige flagship stores, and mass activities. Typical Street challenge, such as adidas and adidas DFB-adidas Cup adventure challenge. 2 respectively to create brand must innovate. When companies create breakthrough branding activities (such as Nike and adidas Street challenge), these activities often represent the development direction of enterprises and entire industries. It needs to gather forces to assess the activity of the whole enterprise, predict and absorb new ideas. If the business idea was too paranoid, can't do anything beyond the regular is, then to break through is difficult. Nike and adidas men have the courage to break.
3 outstanding execution to create higher returns. Several studies indicate the quality of the ad 4 to 5 times higher than the importance of advertising expenditures, that is to say, excellent ad it will make 1 $ 0 5 0 dollars. From earlier adidas sponsorship to Nike's "Just do I t" advertisementThen to the adidas Street challenge, Nike and adidas all successful advertising campaigns are performing very well. Was 4 products is the key to brand. Brands need material support. Adidas and Nike formed a tradition of innovative products from the start. They create exciting products, providing functional benefits, these are not water, and flowers in the mirror. From the "iron mould soles" to the "Feiteng Jordan" to "Feet You Wear", advanced products and technologies that have to be vigorously promoted two well-known brands. Was 5 is greater than the product of the brand. Be the strength of the brand with the brand personality, organization, Association, empathy and self-expression. Nike defiant, proactive, straightforward brand personality is not only to make it closer to the consumer and keeps himself the sensual and unique positioning themselves. Adidas early emphasis on functional benefits, but as the market matures, the strategy failed.