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Puma Brand Analysis

Puma Brand Analysis

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Published by GePRA
Puma Brand Analysis
Puma Brand Analysis

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Published by: GePRA on Jul 30, 2010
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03/28/2014

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Trent Kahute
Communication Planning : ID520B : Fall 2006Instructor: Peter LaundyIIT Institute o Design
Brand Communication Analysis
 
Brand
Brand origins..................................................................................Brand meaning as it has changed over the years.............Current brand dierentiation...................................................Current brand portolio..............................................................
Brand identity
Brand names...................................................................................Brand name visual treatment...................................................Brand communications identity elements..........................
Brand communications
Communication assets................................................................Key brand communication decisions....................................Detailed analysis o a communication..................................
 
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Contents
 
A Family Business
 The roots o the Puma brand stretch back to the mid 1920’s whenAdi and Rudolph Dassler spent years working togetherbuilding lightweight athletic shoes registered under their amilyshoe enterprise Gebrüder Dassler, in Herzogenaurach Germany.Beginning with the 1928 Olympics in Amsterdam, Adi’s uniquelydesigned shoes began to gain a worldwide reputation. JesseOwens was wearing a pair o Dassler’s track shoes when he wongold or the USA at the 1936 Berlin Olympics.
Feuding Brothers
Ater World War II, during which Rudi Dassler had spent time in aPOW camp, the Dassler brothers began a legendary eud, causingRudolph to leave the company and ound a rival company acrosstown. Originally thinking o calling his brand RUDA, Rudi Dasslernamed his company Puma Aktiengesellscat Rudol Sport (Puma)while brother Adi incorporated as Adidas. This amily rit wouldlead to cutthroat business euds and sporting triumphs orgingtwo mighty sporting brands recognized all over the world.
By 1925 the Dasslers were making leather shoes with nailed studs and track shoes with hand-orged spikes.
Adi Dassler
Founder o ADIDAS
Rudol Dassler
Founder o PUMA
3
Brand Origins

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