Building The Puma Brand Essay

851 words - 3 pages

Kotler and Keller describe branding as “endowing products and services with the power of a brand” (2009, p. 110). Puma is an exceptional global sports apparel brand producing high quality fashionable footwear, apparel, and accessories. In 1924, Rudolph Dassler established the Puma brand in Germany as a track and field sneaker company. Puma is a global company that has become a leader in the athletic apparel industry. Also, Puma has a great brand equity because of the company’s focus on innovation and design to produce high quality fashionable athletic products. Kotler and Keller (2009) state, “brand equity is the added value endowed on products and services, reflected in how consumers think, feel, and act with respect to the brand, as well as in the prices, market share, and profitability the brand commands for the firm” (p. 111).

The leaping Puma logo is a very bold iconic symbol that is very easily recognizable to consumers. This Puma logo is designed to symbolize to consumers the brands strength, power, and agility. The Puma brand logo creates a positive customer-based brand equity because it’s recognized by consumers to represent the company’s stylish athletic products (Olson, Czaplewski & Slater, 2005).

Criteria for building the brand

Memorable: The leaping Puma logo is easily recognized at both purchase and wearing the brand products. The Puma is widely recognized throughout the global sports manufacturing market by consumers as a cool, fashionable, and stylish brand. Puma is a very sought after brand by fashion trendy consumers. Business Wire reports that Puma “is the global athletic brand that successfully fuses influences from sport, lifestyle and fashion. Puma's unique industry perspective delivers the unexpected in sport lifestyle footwear, apparel, and accessories, through technical innovation and revolutionary design” (2004, p.1).

Meaningful: Puma is a very credible brand. The Puma brand has been in business since 1924. Puma has a rich history of being involved in major historical sport events. For instance, Puma has been a major sponsor of several FIFA World Cup soccer championships (Parsons, 2009). Also, Puma sponsored Usain Bolt the three-time Olympic gold medalist in the 2008 Beijing Olympic games (Schaefer, 2009).

Puma is a very lucrative brand that had worldwide sales of approximately $1.2 billion in 2002, $1.65 billion in 2003, and $2.10 billion in 2004 (Olson, Czaplewski & Slater, 2005).

Likeable: The Puma brand is very popular with consumers due to the company’s fashionable athletic shoes, apparel, and accessories. Puma produce...

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