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...

Find Another Essay On Building the Puma Brand

lime case study

4291 words - 17 pages from multi-brand sportswear retailers such as Planet Sports and RSH. Domestic players such as Bata and Liberty also enjoy a considerable presence in the Indian market. Source: Sportswear market in India, Ernst and Young India report 2012 COMPANY APPAREL FOOTWEAR ACCESSORIES INDIAN Bata O Liberty O Woodland O O Planet Sports O O O INTERNATIONAL Nike Inc O O O Adidas AG O O O Reebok International Ltd O O O Puma AG O O O Fila O O O Lotto Sport

Salvatore La Puma Essay

1140 words - 5 pages show the importance of unity within a family. No matter what we do or where we go, family is something that will carry us and define who we are. Family serves as a building block or blueprint for success. The values that a family instills allow the “strength” of an individual to prevail. In this short story, La Puma is able to highlight the role of family as an educator, and protector, and depict the importance of family values in Italian-American immigrant culture.

Adidas Study Case

831 words - 3 pages costly due to innovative technology or production method 2. Stiff competition and similar big brands means customers have high brand switching Opportunity 1. To keep up with the competition, Adidas generates close to 60 new foot-friendly designs each year. 2.The company can venture into making more stylish designs and cuts 3. Tie-up with emerging sports teams/clubs/players internationally 4. Brand building by setting up sports academies Follow Us

None

2022 words - 9 pages Arsenal football club is known to be one of the biggest football clubs in the world. But many people do not know what they did to be where they are now. Arsenal has sacrificed a lot to get here, but they kept a straight mind and did what is right. There are other clubs in Europe such as Chelsea and Manchester City that achieved success by skipping and forgetting the fundamentals in building a modern day super club that will only see them

Brand Equity

2657 words - 11 pages is the value accomplished by a particular brand(Krishnan and Hartline 2001). To gain competitive advantage in marketing perspective the central theme relies on building and sustaining brand equity. Brand equity as defined by (Wood 2000) is the relation of brand with its customers. Brand equity according to (Srivastav and Shocker 1991) constitutes of brand strength and brand value. According to (Motameni, Shahrokhi 1998) in this fast moving world

Function of a Brand Exploratory

1290 words - 5 pages markets and brands its products. On the other hand, a brand exploratory is an examination undertaken so as to comprehend what consumers feel about the brand. It seeks to conduct a consumer insight research in order to acquire consumers’ feelings and perceptions. This paper looks into the brand exploratory aspect of auditing under the customer-based brand equity (CBBE) model. Customer- Based Brand Equity (CBBE) Model Building and enhancing a

Why is Nike the Biggest Training Shoe Company in the World?

1109 words - 4 pages as a global leader whose products are most sort after the world over, we see that Nike has created a "niche" in the market by the quality of its product coupled with the excellent support of its strategic advertisement campaign. Nike Brand Building Strategy, focused on the information acquisition means of customers, through Print, Media and the Internet. Nike best utilised the advent of Mass / Electronic Media by placing advertisements in multi

Brands

1826 words - 7 pages Puma. With the mean of 36.5 and 34.5 for both self-reference and friend references respectively, Nike are the brand that represents identity of the customer. Nike has been the top number on sportswear brands around the world. Nike carries the feeling of being stylish, athletic, healthy and being trendy. Nike logo was one of the most famous logo and trademarks in the world making it as one of the brand to be recognized by customer that reflect their

Brands

1826 words - 7 pages Puma. With the mean of 36.5 and 34.5 for both self-reference and friend references respectively, Nike are the brand that represents identity of the customer. Nike has been the top number on sportswear brands around the world. Nike carries the feeling of being stylish, athletic, healthy and being trendy. Nike logo was one of the most famous logo and trademarks in the world making it as one of the brand to be recognized by customer that reflect their

Does proof exists that Extraterrestrial life visited Earth.

845 words - 4 pages like Einstein and prophets like Nostradamus only could dream of? Moreover our superb and aggressive advancement in the areas of stealth aircraft, nuclear weapons development and satellite tracking for these intercontinental nuclear weapons delivery systems not a question? Furthermore computer technology and building architecture are examples how far we have advanced in the last three decades. . For example various popular television shows and

The makeover of Avon Products, Inc headed by CEO Andrea Jung greatly transformed the company in all aspects and who benefited from the change.

1091 words - 4 pages wearing Puma and Reebok athletic clothes. The Williams sisters' image would have been more valuable in promoting the Wellness line of Avon instead of "Let's Talk" campaign, which was too generalized and ineffective."Over the past 20 months [Andrea Jung] has overhauled nearly everything about the way Avon does business: how it advertises, manufactures, packages and even sells its products". (Fortune, 10/15/01) Under Jung's management, the company

Similar Essays

Social Marketing: Building Brand Value And Influence In The Uk Tourism Industry To Sustain Brand Consumption In The Current Economic Recession

772 words - 3 pages Social marketing: building brand value and influence in the UK tourism industry to sustain brand consumption in the current economic recession 1.0 Chapter one: introduction 1.1 Background The current economic recession that began in June 2008 and intensified in 2009 had an effect of decreasing international tourism which was also augmented by outbreak of AH1N1 flu virus in 2009 which resulted into restriction of international travel. The

The Walt Disney Company: The Art Of Brand Building Keeps Disney Center Stage

1690 words - 7 pages many of these changes. How can such extensive changes occur while trying to maintain the Disney brand? Disney Through the Years After his first film business failed, artist Walt Disney and his brother Roy started a film studio in Hollywood in 1923. The first Mickey Mouse cartoon, Plane Crazy, was completed in 1928. Steamboat Willie, the first cartoon with a soundtrack, was the third production. The studio’s first animated feature film was Snow

Is Puma Inc An Ethical Company?

2425 words - 10 pages capacity building project to the suppliers (Puma 2012, p. 51) and not threatening them with further consequences, such as ending the contract, if the same practices are repeated in the future. Is Puma responsible for the practice of sweatshop of its suppliers? This essay believes that it is. Santoro (2000 cited in Arnold & Bowie 2003, p. 226) states that multinational companies are morally liable for the way their suppliers and subcontractors treat

Puma Case Study

3605 words - 14 pages all 80 countries is one of the justifications that Puma is strong technology wise.Marketing and SalesPuma's strengths come from the best implementation of its strategies in marketing and sales. Puma's core competencies have been divided into marketing, brand and product management.Brand ManagementOne of the major reasons for puma's turnaround was the new positioning of the brand itself (refer to case study).One of the strategies used is