Prism Model Adidas

1. PRISM MODEL: ADIDAS
BY GROUP 2:
JATIN SETHI
KANISHK MITTAL
NITIN SHOKEEN
ROHAN KAUSHIK

2. PRISM MODEL: -
The Brand Identity Prism is a concept developed in 1986 by Jean-Noel Kapferer, a professor
of marketing strategy, in order to visualize how a brand is expressed through specific facets.
Kapferer homed in on six vital characteristics of brand identity and decided that the best way
to represent how they interact as parts of a whole was by putting them in a prism form.
A brand has very specific characteristics that identify it beyond its logo and other visual
design materials. According to Kapferer, the brands that manage to perfectly harmonize and
express these characteristics are the ones that succeed in building a strong and distinctive
brand identity. The prism’s purpose is for brands to recognize the parts of their identity and
make them work together to tell the brand’s story.
6 PARTS OF BRAND IDENTITY PRISM: -
 Physique:
Physique describes the physical characteristics of your brand—that is, everything
your customers can visually perceive about you. Logo, style guide, iconography, color
palette, and the presentation of the product itself all go into this category.
 Personality:
If physique is the face of your brand, personality is the voice. Your brand
personality not only addresses what you say but how you say it, and it is not limited to
verbal communication.
 Culture:
“Culture” is a much-discussed facet of newer innovative companies. It has a way of
expressing how a company lives its mission statement day-to-day, and it touches on
the people who work there as well as the customers who interact with the product.
 Relationship:
Depending on the nature of your brand, a good relationship could range from social
media engagement to diligent in-store assistance. At the end of the day, a strong
relationship is whatever meets customer expectations and earns you brand loyalty.

3.  Reflection: Reflection describes who you want your customer to be. Who would you
ideally like to reach? Specificity is key here. For a company that is selling
biodegradable cosmetics products, it could be working women in their 20s who live in
cosmopolitan areas and adhere to a vegan diet.
 Self-Image: Self-image is how customers visualize their ideal selves. Understanding
this allows brands to cater to their customers more effectively. Consider how their
purchases and interactions with you improve their lives.
HOW TO USE BRAND IDENTITY PRISM
 The Brand Identity Prism works its magic when you chart your brand through each of
its facets.
 Keep in mind that your main goal is to create consistency in your persona, and your
answers should reinforce one another.
 Once you’ve created a personalized Brand Identity Prism, consider summarizing your
brand into a unifying brand concept, describing who you are as a business.
 to keep your prism handy as a reference to guide everything from daily
communications to monumental decisions.
 Revisit and update it regularly as well so that it stays relevant to changes in your
business goals.
IMPORTANCE OF BRAND PRISM
The Brand Identity Prism is a way to develop your brand so that customers can instantly
recognize its personality and its value in their lives. The prism is a helpful and clear way for
you to craft a branding strategy that is aligned with your mission. It also helps in
differentiating brand from one another which are generally quite similar. For
example, Adidas and Nike.

4. ADIDAS: ABOUT
Adidas stylized as adidas since 1949) is a German multinational corporation, founded and
headquartered in Herzogenaurach, Bavaria, that designs and manufactures shoes, clothing
and accessories. It is the largest sportswear manufacturer in Europe, and the second largest in
the world, after Nike. It is the holding company for the Adidas Group, which consists of
8.33% stake of the football club Bayern München, and Runtastic, an Austrian fitness
technology company. Adidas' revenue for 2018 was listed at €21.915 billion
The company was started by Adolf Dassler in his mother's house; he was joined by his elder
brother Rudolf in 1924 under the name Gebrüder Dassler Schuhfabrik ("Dassler Brothers
Shoe Factory"). Dassler assisted in the development of spiked running shoes (spikes) for
multiple athletic events. To enhance the quality of spiked athletic footwear, he transitioned
from a previous model of heavy metal spikes to utilising canvas and rubber. Dassler
persuaded U.S. sprinter Jesse Owens to use his handmade spikes at the 1936 Summer
Olympics. In 1949, following a breakdown in the relationship between the brothers, Adolf
created Adidas, and Rudolf established Puma, which became Adidas' business rival.
The three stripes are Adidas' identity mark, having been used on the company's clothing and
shoe designs as a marketing aid.
ADIDAS BRAND STRATEGY
MISSION: TO BE THE BEST SPORTS BRAND IN THE WORLD
The adidas brand has a long history and deep-rooted connection with sport. Its broad and
diverse sports portfolio, from major global sports such as football and running, to regional
heartbeat sports such as American football and rugby, has enabled the brand to transcend
cultures and become one of the most recognized and iconic global brands, on and off the field
of play. The adidas brand’s mission is to be the best sports brand in the world, by designing,
building and selling the best sports products in the world, with the best service and
experience, in a sustainable way.
Driven by a relentless pursuit of innovation as well as decades of accumulating sports science
expertise, the adidas brand has developed a truly unique and comprehensive sports offering.
Spanning footwear, apparel, equipment and services, the brand caters for all, from elite
professional athletes and teams to any individual who wants to make sport part of their lives.

5. We help athletes of all levels to make a difference – in their game, in their life, in their world.
This is anchored in our core belief that, through sport, we have the power to change lives.
CONSUMER OBSESSION: CREATING FOR THE CREATORS
The consumer is at the heart of everything the adidas brand does. By constantly developing
desirable products and inspiring experiences, the brand strives to build a strong image, trust
and loyalty with consumers. Through ‘Creating the New’, the adidas brand has refined its
strategic direction, operational processes and incentive systems, to foster a culture of
consumer obsession across its entire organization.
Operating model: To ensure long-term success, it is important that we continue to challenge
ourselves to learn and grow. We must constantly iterate to become faster and stronger.
Therefore, the adidas brand’s operating model is directed by the guiding principles
of Brand Leadership. The aim of Brand Leadership is to provide an organizational structure
which enables a ‘consumer-obsessed’ culture that can act with speed, agility and
empowerment.
Creator archetype: Owing to the rapid evolution of sport and sports culture, the adidas brand
targets key consumer groups and influencers to create brand desirability and momentum
through a well-defined consumer segmentation strategy. The consumer grid comprises six
key quadrants (Male Athlete, Female Athlete, Young Creator, Streetwear Hound, Amplifier,
and Value Consumer), which are not mutually exclusive. Within this grid, it is key to win the
most influential consumers, defined as the creator archetype. True to the brand’s values, these
influential consumers define themselves as a work in progress – are all doers and makers,
first to adopt, focused on what’s new and what’s next. A large portion of creators live, play
and work in the world’s most influential and aspirational cities, a key reason for the
company’s Cities strategic choice.
Consumer centricity: Companies that put the consumer’s voice as a centrepiece of their
decision-making process have higher levels of success in creating brand advocacy

6. BRAND IMAGE OF ADIDAS

7. ADIDAS- PRISM MODEL
Physique according to prism is the basis of the brand.
 The physique of Adidas is Sports and fitness.
Personality is same as Aaker; it answers the question what happens to this brand when it
becomes a person?
 The personality of Adidas is Traditional, conservative and collective.
Culture symbolizes the organization, its country-of-origin, and the values it stands for.
 The culture of Adidas is European and Traditional.

8. Relationship is the handshake between consumer and the organisation.
 The relationship with adidas is Quality and Heritage.
Reflection is the consumers perception for what the brands stands for.
 Adidas reflection is true sportsmanship, a good team player and strong work ethic.
Self-image is what the consumer think of himself.
 Adidas self- image more to competing than to winning
COMPARISON:

9. SURVEY QUESTIONS:
Q1. Why You Prefer Adidas Over Other Sports Brand?
Ans1. Due To Its Range of Products (Athletic, Comfy Products)
Q2. Do You Find Adidas Affordable?
Ans2. Yes, Its Products Cater to Mid- Inc Group to High.
Q3. Which Product Line of Adidas You Buy Most?
Ans3. 40% Apparels And 60% Sports Line
Q4. What Influences Your Purchase Decisions?
Ans4. Discounts And Offers, Quality and Prices.
Q5. OnUnavailability ofaProduct, Would YouSwitch ToThe Substitute Brands?
Ans5, 70%No,30%Yes