Branding of Adidas

Adidas is a German sports apparel manufacturer, part of the Adidas-Salomon Corporation. Adidas had a heritage for using athletes to represent their brand by sponsoring some sport teams.

Adidas also used this approach to position themselves as a brand for people who want success and they used great athletes, shown wearing Adidas products. They try to convince average people that they will be successful if they wear the right clothes. For example, Adidas formed relationship with some of the world's best players such as FIFA World Player of the Year Zinédine Zidane, David Beckham, Raúl, Michael Ballack, Kaká and Rui Costa. Besides, for Adidas, the UEFA EURO 2004™ also proves to be a commercial success since five out of the six most recent European champions were wearing the Adidas Three Stripes. Using athletic to promote the brand seems to be an effective ways to acknowledge the public and increase its popularity. This promotional approach is really successful at the European market.

If a company does an excellent job of positioning, then it can work out the rest of its marketing planning and differentiation from its positioning strategy. Adidas had successfully designing the company's offering and image to occupy a distinctive place in the mind of the target market. Adidas heritage is to locate the brand in the minds of consumers to maximize the potential benefit to the company by using athletic. A good brand positioning helps guide marketing strategy by clarifying the brand's essence, what goals it helps the consumer achieve, and how it does so in a unique way. The result of positioning is the successful creation of a customer-focused value proposition, a cogent reason why the target market should buy the product.

Adidas has successfully gain market share at USA with its heritage promotional strategy by positioning themselves in the mind of the customer. Customer will think that, if they wear the same brand or shoes like David Beckham, Kobe Bryant or Yankees, they will perform well as those athletic does. Moreover, Adidas also have their own tagline like what Nike does. Nike's tagline - "Just Do It!" is a significant success and Adidas also wish to achieve such success by having their own tagline, "Nothing Is Impossible". Adidas tagline had also gain clear success as it had influence the market like Nike. Both of this strong branding had created a positive prejudice in the mind of the customer and had gain clear success by doing so.

As a conclusion, Adidas had successfully gain back market share by its heritage of building their brand name through effective sponsorship and promotional strategy. Besides, its tagline of "Nothing Is Impossible" also gain potential success like Nike does and it had created a positive prejudice inside the mind of the customer as customer felt great when using their products.