NATIONAL INSTITUTE OF FASHION TECHNOLOGY DEPARTMENT OF FASHION MANAGEMENT STUDIES

FASHION BRAND MANAGEMENT

Assignment

STUDY OF

BRAND IDENTITY ANALYSIS OF REEBOK AND ADIDAS

SUBMITTED TO: M ANNAJI SHARMA ASSOCIATE PROFESSOR NIFT HYDERABD

SUBMITTED BY: MANIK DHAR DEPT. : FMS SEM: 1 (2011-13) ROLL NO. : 18 DATE : 05/03/2012 Page 1

BRAND IDENTITY
According to J. Kapferer, brand identity could be defined by answering the following questions: What is the aim and individual vision of a brand? What makes a brand distinguished? How satisfaction could be achieved? What is brands equity? What are brand competence, validity and legitimacy? What are the features of its recognition?

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BRAND PHYSIQUE The brand physique thus includes colors, shape, logo, slogans, character, product features, and images and so on. A brand has physical qualities. It is made up of a combination of either salient objective features or emerging ones. The brands physical characters are both the backbone and its exterior tangible added value.

BRAND PERSONALITY Brand personality can be defined as "the set of human characteristics associated with a brand" (Aaker 1997) A set of human characteristics that are attributed to a brand name. A brand personality is something to which the consumer can relate. An effective brand will increase its brand equity by having a consistent set of traits. This is the added-value that a brand gains, aside from its functional benefits.

There are five main types of brand personalities: excitement, sincerity, ruggedness, competence and sophistication. BRAND CULTURE Brand culture is a company culture in which employees "live" to brand values, to solve problems and make decisions internally, and deliver a branded customer experience externally. It is the desired outcome of an internal branding, internal brand alignment or employee engagement effort that elevates beyond communications and training. A brand in order to be relevant to consumers and sustainable over time must operate much like a culture.

SELF - IMAGE A brand speaks of its own image. An external intangible facet reflecting the customer attitude towards the brand. These inner thoughts connect personal inner relationship with the brand. So called: the target internal mirror If reflection is the Targets outward image, self-image is the Targets own internal image is the Targets own internalmirror.mirror. Through our attitudes towards brands, we develop a certain type of inner brands; we develop a certain type of interrelationship with ourselves. Relationship with ourselves.

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BRAND REFLECTION Reflection is basically what the target consumers think and perceives the product to be. This also helps to understand the utility derived by the consumer. The process of reflection helps to understand the unexpressed desires of the consumers. Brand Reflection is a very strong factor in building up a strong brand image.

So, the companies should try to control and make the brand reflection better BRAND RELATIONSHIP This feature emphasizes the way of the behavior which is identified with the brand. This feature is determined by the fact how brands influence and provide services to their consumers. Relationship is a dependency bond between the consumer and the product. The stronger the relationship the greater the utility to both, Stronger the relationship the greater the longevity of the product the greater the turnover and the greater the barrier to the competitive entrant.

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Reebok
Global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and womens categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status. Brand positioning of reebok Reebok understands that people are, above all, unique. Reeboks positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original. Product range of reebok is foot ware, apparel, accessories, and bags. Reeboks brand core product is shoes but now it is extended Reebok into the ice-hockey market. The customers associate the brand with words like sports and individualism. Reason is that reebok slogan is I am what I am.

Adidas
Adidas was founded in the year 1948 along with its identifying trademark, the three stripes. Over the years, Adidas has evolved and is now one of the premier global leaders in sporting brands offering athletic footwear, apparel and accessories. This feat has been cultivated through continuous innovation and a broad product portfolio. Adidas discovered that in order to continue to evolve further its strategy had to include the Internet. This led to the development of www.thestore.adidas.com, an e-commerce site focused on interactively profiling Adidas's extensive product offerings accompanied by detailed product information.

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Product mix of adidas

Sports Wear Jackets Jerseys Scarves Swimwear Pants & Tights Tops Shorts Sweatshirts Tracksuits Shirts Skirts

Footwear Football Running Tennis Basket Ball

Accessories Bags Eye Gear Watches Watches Water Bottles Mats Wrist band Padding Hats Socks

Sports Equipment Basket ball Football Football pump Cricket bats

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BRAND IDENTITY PRISM OF REEBOK

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BRAND IDENTITY PRISM OF ADIDAS

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