Branding Of Adidas And Coca Cola

Brand design plays a crucial role on the customers’ purchasing decision. The brand design is the tool to promote a product by any organisation that can either attract the customers or resist them to buy the product. The chosen topic is considered to evaluate the importance of branding for any product in UK and US. As opined by Kapferer (2012, p.76), Brand Design is important when trying to market a new product or service in the market, which is new or already exists.

Since an increasing number of people focus on brand names instead of product, brands become important elements for customers to choose products (Carroll, 2008). When customers trust the brand, the benefits for the manufactures are generated. In the first place, brands can be used by products as the tool to identify and differentiate themselves from various products. Secondly, brands are helpful for companies to build a competitive advantage (Bick, 2009). Therefore, organisations take more attention to branding.

In society today, everything has a name for it. If the product doesn’t have a well-known name, it goes by name that a well-known product that is similar goes by. Branding has made its impact on society and it’s never going to go away. In this situation, all we can do from here is analyze more and more until we fully understand its presence in society and its effects. Branding has its biggest effects on consumerism, which makes us question consumerisms power in society. Has our society become one big, replicated consumer or can a consumer or even a person still be unique and individual? Branding creates competition amongst companies throughout the world and creates a competition for the consumers. Not only, it also creates issues, creates

Being the 61th ranked brand amongst the World’s Most Valuable Brands and having more than 92 innovative companies, Adidas has positioned itself as the leader in the world market. Adidas is world renowned for its sports related products like sports clothing, shoes, bags, shirts, watches, eyewear and other accessories.

Adidas have an objective of being the world’s best sports brand which shows great ambitions. They have maintained a great image therefore they have a lot of popularity and brand recognition. Adidas have a strong market

The article is explained according to three important perspectives that is from the view point of the practitioner, the consumer and the scholar. A major point in branding is the brand image. In conclusion it explain how the brand is considered as the core of marketing and how everything evolves around the brand within the company.

Nike sells its sports shoes, apparel and equipment products through a large number of outlets worldwide. This element of the marketing mix outlines the venues where the company’s products are sold, accessed or distributed. Retailers are the most significant places where Nike products are sold. Customers can also purchase Nike’s sports shoes, apparel and equipment through the company’s online store. Based on this element of the marketing mix, Nike Inc. has major control over the distribution and sale of its products, especially through the company’s official online store and Niketown retail

Besides sports footwear, Adidas also produces other products such as bags, shirts, watches, eyewear, and other sports- and clothing-related goods. The company 's clothing and shoe designs typically feature three parallel bars, and the same motif is incorporated into Adidas’ current official logo. One of the main focuses of Adidas is football kit and associated equipment. Adidas remain a major company in the supply of team kits for international association football teams and clubs, including Bayern Munich, Real Madrid, Chelsea, Manchester United and A.C. Milan.

3. What is the Brand in the Hand concept? What does this mean to adidas and its branding efforts? It is one way to do the marketing communications. It means that company and product information can be easily delivered to people in their hands whenever and wherever possible. The media can be mobile devices, video games and the Internet. In such a way, brand awareness can be raised faster than traditional marketing communications. In the past, advertising and branding models were based primarily on 30-second commercials and magazine ads. Adidas traditionally advertised on TV and magazines as well as at sporting events and sponsor sports teams and players. But these events attract few new customers. On the other hand, increased advertisements intruding in the people’s lives made them hostile to ads and therefore more difficult for adidas to make effective advertising through the traditional way. Without moving

In the surroundings of this Adidas retail store, we can find different competence from another retail stores such as Nike, Puma, and a bunch of different sportswear retailer (Foot Locker, Finish Line, and Modell’s)

Branding is not just a corporate identity program that promotes continuity of messages delivered to the consumer. It is more than logos or product lines or even products. A brand is the result of managing a number of elements, such as marketing, sales, distribution, product quality and others in order to create an emotional connection with consumers. Marty Neumeier (2005) defines a brand as "A person’s gut feeling about a product, service or company. Therefore, positioning is the vehicle used to establish a preference to a company’s brand relative to competitive offerings, based on the perceived uniqueness and significant difference. Branding, therefore, promises a good user experience.

Long before now has branding been considered as one of the peripheral aspects of business. Manufacturers, investors and other key players focused on the product without paying much attention to the consumer. But as the business landscape got tougher, marketing became not just an integral part of business but one of the fundamental principles of success.

| ProductAthletic footwear: football boots, basketball shoes, soccer boots.Casual footwear: fashion lines. Apparel: t-shirts, running shorts, licensed apparel for example; sports merchandise. Equipment: golf clubs, Nike branded equipment.

Lastly, for the sports-elite Adidas opened Adidas Sports Style . Adidas defined the last one as the “Future of sportswear, which includes the labels Y-3 , Porsche Design, Adidas SLVR and Adidas NEO. Their positioning statement was “Style your life” . The overall marketing statement that ties these three product categories is “Adidas is in all”. They made these product lines for the general public, but the main focus was on supplying the sports wear of the major sports , focusing on football, tennis, basketball, cricket and athletics and rugby.

Today, the adidas® product range extends from shoes, apparel and accessories for basketball, soccer, fitness and training to adventure, trail and golf . adidas®, like many companies during the 1960s, believed in large volume sales. Lot of effort was put into advertising the brand in the early days through sporting celebrities. One of the main reasons that the colour of the 3 stripes on the running shoes was changed from black or dark brown to white was to facilitate easy brand recognition and identification, which in turn would promote the overall sales. The ideology was that the ability of a brand to stand out in the market place will enhance its chance of standing out in the customers mind. adidas® produced shoes that could be used for different types of sports.