1. Author: Karolina Tichá
Research problem:
How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike?
Author: Karolina Tichá

2. Brand Identity Prism - Nike
Physical product
Personality
Sports and
fitness
Like Jordan, Woods…
Relation
Culture
Sponsorship,
Ethics
American
Just do It!
Reflection
Self image
Aggressive,
Provocative,
In-your-face
Cool
”Athlete”

3. Brand Identity Prism - Adidas
Physical product
Sports and
fitness
Personality
Traditional, Conser-
vative, Collective
Relation
Quality and
Heritage
Culture
European
Traditional
Reflection
True sportsmanship
Strong work ethic
A good team player
Self-Image
Relates more to
competing than to
winning

4. Brand Equity Brand Awareness Perceived Quality Brand Associations
Loyalty
Endorsement focus strategy
National advertising
Nike:
Development of NikeTown stores
Adidas:
branded grassroot sponsorship
Nike:
Sports
Life style
Attitude
Adidas:
Heritage
Tradition
Quality
Nike:
Sales 1986:
$ 1 billion
Sales 2002:
$ 9,9 billion
Adidas:
Sales 1992:
$ 1.7 billion
Sales 1998:
$ 4.8 billion

5. Three most important tools which have enhanced brand awareness on Nike
Endorsement focus strategy
Participation of famous athletes with the company
Michael Jordan, Tiger Woods, Andre Agassi
They are heroes…
Succesful strategy during 80s and 90s
Costs – e.g. Jordan´s average salary about 20 million USD per year
Nike Town
13 Nike Towns in the world
High costs, cannot expect opening of a NT in the Czech Rep. soon
National advertising
Innovative way, big extent of advertising, uses all communication mix
TV, internet, campaigns like „Just do it“
Costs – approximate costs of campaign like „Just do it“ about 100 million USD

6. Efficiency of strategies used by Nike
Endorsement focus strategy
High efficiency in 80s, 90s
Jordan – possible to measure directly by amount of sales of Air Jordan products
Nike golf sales increased to 250 million USD from 100 million USD in 2000
Supports brand awareness, has enhanced the image of the company
Natinal advertising
Hard to express efficiency directly
Has helped to understand Nike mission, wearing Nike is more a live philosophy than just a fashion
Nike Town
Has brought to the branding and marketing world something absolutly new and original, created strong brand identification

7. Expected orientation of Nike strategies
New trend in the society – individuality  the endorsement focus strategy will probably loose its power, people do not want to be like Jordan anymore…
We can expect orientation to campaigns emphasizing individuality
Possible transfer of investments from endorsement focus strategy to national advertising

8. branded grassroot sponsorship
How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike?
media advertising,
new subbrands,
sponsorship
branded grassroot sponsorship
Adidas used the same theoretical systems as Nike to develop their brand building.

9. Conclusion
In this project were used two theoretical models – Kapferer Prism model for branding identity and model for brand equity
Models were applied on companies Nike and Adidas and showed and explained main aspects of brand building of Nike and Adidas
Revealed strong and weak sides of these companies in brand building
This theoretical approach can be used in comparison of other companies due to its theoretical background

10. Thank you for Your attention!