Building Brand Architecture Report: Nike Vs.

Addidas

Introduction

The purpose of this report is to examine the brand architecture of the following two brands; Nike and
Addidas. The two brands are chosen because they compete and are leaders in athleticwear. This report
will compare the similarities and differences between the two brands and observe why consumers favor
one over the other.

Brand Architecture

The first step in this analysis is developing a brand pyramid for both brands.

 Nike:

Brand Core/Essence: Just do it

Brand Personality: Athletic, all

ages, gender neutral
Emotional Benefits: Better
performance, endurance

Product Benefits: high quality,

trendy,brand name
Product Attributes: Affordable,
timeless

 Addidas

Brand Core/Essence: Sports

fashiom
Brand Personality: Athletic,
comfortable, on the move

Emotional Benefits: fit, fun,

Endurance

Product Benefits: quality,

trendy,brand name
Product Attributes: Affordable, for the
entire family
Brand comparison:
As you can see from the brand architecture both companies are very much the same. Both have
logos associated with their brand that can be recognized worldwide. Both brands cater to
athletes but also have products for someone who isn’t athletic but is looking for comfort or
trendy. Nike and Addidas have more similarities than differences. The biggest difference would
be that Nike has ventured into the technology market. Each brand serves the companies goals
by staying relevant in the highly competitive market. Branding has played an important role in
creating an emotional connection between consumer and both companies.

Brand Value:
As of right now Nike has a brand value of 32.4 billion US dollars in comparison to last years 28
billion meaning there has been a significant increase. Addidas brand is currently valued at 16.7
billion US dollars which more than doubled from their 7.1 billion dollar evaluation in 2016.
Based on these statistics it is safe to conclude Nike is the leading brand when it comes to
athleticwear coming in at a brand value almost double its competitors.

Citations:
https://www.statista.com/statistics/632210/nike-brand-value/
https://www.statista.com/statistics/632260/adidas-brand-value/