Brand Knowledge Structures is comprised of brand awareness and brand image. This is applied for Nike vs Adidas case.

1. Brand Knowledge Structures
NIKE VS ADIDAS
GROUP 3

2. 1.Concepts
2.Information and
data
3.Brand Knowledge
Structures: Nike vs
Adidas
4.Conclusions

3. Concepts
a name, term, sign, symbol, or design, or combination of
them which is intended to identify the goods and services of
one seller or group of sellers and to differentiate them from
those of competitors

4. Concepts

5. Concepts
How well do the brand elements serve the function of
identifying the product?
Brand recognition Brand recall

6. Concepts
1
• increases the likelihood that the brand will be a
member of the consideration set
2
• affect decisions about brands in the
consideration set, even if there are essentially
no other brand associations
3
• affects consumer decision making by
influencing the formation and strength of brand
associations in the brand image
Brand awareness plays an important role because of
three major reasons

7. Concepts Brand
defined as
consumer
perception
of a brand
as reflected
by the brand
association
held in
consumers‟
memory

8. Concepts
Brand
image
favorability
types
unique
-ness
strength

9. Concepts
Those associations that are unique
to the brand that are also strongly
held and favorably evaluated by
consumers.
Unique selling
propositions (USP)
Sustainable competitive
advantage (SCA)
Brand must have some strong, favorably and unique
association to differentiate itself from other brands.

10. Concepts
The main point is the
associations no need
to unique to the brand
but may it fact be
shared with other
brands
category
POP
associations
competitive
POP
associations

11. Information and data

12. Information and data
12-15 years old
involved in
different sports.
Top athletes into
health and
fitness
16-34 years
old involved in
sports, fitness
and style
TARGET AUDIENCE

13. Information and data
to bring inspiration and innovation
to every athlete in the world
The Adidas Group strives to be
the global leader in the sporting
goods industry with brands built
on a passion for sports and a
sporting lifestyle
COMPANY MISSIONS

14. Information and data
Marketing Mix (4P)
Products
• athletic footwear and apparels designed for sports and
every day usage
• The production facilities are loaded close to the raw
material
• Price: designed pricing structure to make it competitive to
other shoe sellers
• price variable depending on the type and the size
Products
Caters for different needs and wants of consumer
Constantly upgrading and improving products‟ innovative
features and quality
Price Adidas is a shopping product
Able to penetrate the market as it is cheaper than its
competitors. Uses market skimming.

15. Information and data
Marketing Mix (4P)
Place
individual stores and also available at major malls and
departmental stores
20,000 retailers in US and also in other 200 countries
Promotion
used electronic media & swoosh logo and image
well-known athletes advertisement & sponsor events
Place
Adidas & various sporting outlets (e.g Royal Sporting
House). Online purchasing
Promotion
Advertising through the mass media, the internet
Point of Sale & „Impossible is Nothing‟ campaign

16. Information and data
NIKE
PRODUCT
ADVERTISING
EVOKES
Innovation
Technology
and Cutting Edge

17. Information and data
ADIDAS
PRODUCT
ADVERTISING
EVOKES
Design
Creativity and

18. Brand Knowledge Structures: Nike vs Adidas
• Demographic
segmentation
• Geographic
segmentation
• Demographic
segmentation
• Psychographic
segmentation
Market Segmentation

19. Brand Knowledge Structures: Nike vs Adidas
Brand Awareness
The Nike Swoosh, one of the
most recognizable logos in the
world.
Slogan: “Just do it”
There is over 700 NIKE stores
worldwide. uses standard in-store
methods so as to improve the chance of
customer‟s purchases
Nike‟s corporate packaging was
redesigned to be environmentally
responsible, launch the Swoosh identity
into retail, consolidate
manufacturing, and reduce costs

20. Brand Knowledge Structures: Nike vs Adidas
Brand Awareness
The 3-Stripes mark is without doubt the
quintessential Adidas symbol.
“Impossible is Nothing‟ though it just few
words, but it says a lot.
Main outlets stock the whole range of
Adidas products.
Adidas also distribute to online outlets
such as Asos, based on its fashion
premise.
a marketing campaign asking
consumers to “grow the grass you
play on” was put into effect by
packaging.

21. Brand Knowledge Structures: Nike vs Adidas
Brand Awareness
Trefoil 3-bars
World
mark
3 SHAPES OF ADIDAS LOGO

22. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Nike
Michel Jordan
Tiger Woods
W. Rooney

23. Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike

24. Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
Nike brand personality dimensions by J.Aeker

25. Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike

26. Brand Knowledge Structures: Nike vs Adidas
Brand Image : Nike
COLLABORATIONS

27. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Zinédine Zidane
David Beckham

28. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Kobe Bryant

29. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
Atlanta Olympic Games
World Cup

30. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas
• Reliable
• Intelligent
• Successful
Competence
• Down-to-earth
• Honest
• Wholesome
• Cheerful
Sincerity
Brand personality

31. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas

32. Brand Knowledge Structures: Nike vs Adidas
Brand Image: Adidas

33. Conclusions
Exiting, provocative,
spirited, cool, innovati
ve, athletic and
aggressive. Focusing
on the pursuit of
excellence
Nike
Authentic, stylish,
cool, trustworthy,
practical, custome
r focused. Into
health and fitness
and the pursuit of
performance
Adidas
Two great sport brands, two personalities

34. Group 3
Nguyen Thanh Luan
Nguyen Manh Tung
Mai Quang Duc
Nguyen Trung Dung
Dang Ngoc Diem
Trinh Viet Anh