Brand identity and brand image gap analysis

NAME:-MOUNIKA TUMMALA ROLL NO 211245

1. Brand identity is the outward expression of the brand, what the organization wants
the brand to be.
Choose any brand and write the brand identity in one sentence.
Brand - ADIDAS

BRAND IDENTITY:

Adidas is famous for two things: the trefoil and the updated three stripes logo. The original trefoil
Adidas logo represented the three continents where their shoes could be purchased: America,
Europe, and Asia. Adidas is the largest sportswear manufacturer in Europe and the world's second
largest.It has some of the most recognisable branding across a wide range of products in the sports
and fitness industries.

2. Identification of brand associations (interview 5-10 customers and note the

associations):
CUSTOMER 1
On a personal and relatable level, the brand works to generate excitement and enthusiasm in the
world of sports. They communicate with their customers through a variety of channels, including
social and retail. Similarly, Adidas strives to be present wherever its target audience is in order to
provide a unified and unique experience for all.

CUSTOMER 2
WHAT ELSE DO YOU LIKE BEST ABOUT THIS BRAND?
When it comes to shoes, the style and comfort that Adidas has become synonymous with are
a given. Their prices are sometimes high, but they are also reasonable enough that everyone
can afford them. My kids adore them, which is an added bonus.
CUSTOMER 3
I  love the consistency of the product's quality and value, and I appreciate how you can wear
Adidas for a workout, comfy, or even cute outfit and match it with almost anything. Whether
the product is the original style or a new design, it looks great in black and every other
colour.
CUSTOMER 4
ADIDAS products are of high quality. It is more comfortable to wear and lasts longer. I'll
always be a loyal customer. Comfort, durability, fashion, dependability, and quality.
CUSTOMER 5
The standard. How wearing them affects your daily life. Fashionable and simple to wear on a
daily basis. Design, fabrics, or materials, but most importantly, comfort. I've never been
disappointed with the quality of the products at such a low price.
3. Write the brand image in one sentence based on the above associations.
Is Adidas of good quality? Adidas not only provides high-quality footwear to its customers,
but also footwear that is comfortable and long-lasting. It is well-known because they design
products with their customers in mind. They have even separated their products based on the
needs of their customers and the sports that their users participate in.
4. identify the brand relationship
a. Familiarity: Adidas creates products using cutting-edge technology and responds quickly
to market trends. adidas is committed to developing cutting-edge, innovative products that are
environmentally friendly and strive to improve the world. We add performance and a sport-
inspired lifestyle to sports such as football, jogging and training, golf, basketball, and racing
products.
b. quality:
In comparison to others, Adidas not only provides high-quality footwear to its customers but
also footwear that is comfortable and long-lasting. It is well-known because they design
products with their customers in mind. They have even separated their products based on the
needs of their customers and the sports that their users participate in.
c. consideration:
Discounts, costs, a wide range of product options, as well as numerous trends and very
distinctive colour combinations, are frequently considered by the customer.
e. Preference:
It is popular among urban youth and adults aged 15 to 36, and it focuses on brand design for
competition as well as lifestyle and fashion. The primary goal of this is to direct primary
consumption to cities and urban areas in order to reach the prospective target market.
f. Affirmation (W.T.R., W.T.P.)
W.T.R.: W.T.R. means willing to recommend; yes, I recommend the brand ADIDAS to my
friends, family, relatives, and colleagues.
W.T.P.: W.T.P. means willing to purchase; yes, of course, I use the products of ADIDAS
(sports shoes and Sliders) of it. They are so comfortable when we wear them, giving a stylish
look.
5. Based on the gap between identity and image, relationship, suggest corrective in
terms of marketing mix strategy (just indicative and cannot be generalized)

knowledge gap
Adidas sells a wide range of products, including footwear, apparel, accessories, football gear,
and golf equipment. Adidas' product line is also divided into different sport games for which
Adidas provides kits and equipment. Association football, Baseball, Basketball, Cricket,
Gymnastics, Ice hockey, Lacrosse, Running, Skateboarding, Tennis, Kabaddi, and Golf are
some of the sports games where the company specialises in supplying team kits globally.
PRODUCT STRATEGY
When it comes to Apparel, Adidas mostly uses a skimming price strategy because of its
brand equity. Thus, the Target audience of Adidas includes the upper-middle class as well
as high-end customers. Matter of fact, the High-price strategy of Adidas makes it a luxury
brand among people.
PRICING STRATEGY

When it comes to pricing, Adidas has always used either the competitive pricing strategy or
the skimming pricing strategy. Competitive pricing is applied to its regular products,
considering the prices of competitors such as Nike and Puma.
PROMOTION STRATEGY
Adidas' primary source of promotion is television marketing. Product placement is another
important method of promotion for Adidas. Product placement refers to the use of brands in
other works, such as movies and television shows, to make references to them.
PLACE AND DISTRIBUTION STRATEGY
Adidas uses a selective distribution system to sell its products, with only authorised dealers
selling Adidas products.

Conclusion about Adidas :

conclusion
Adidas has the ability to appeal to both younger and older audiences because
the brand has been around for nearly seventy years, and brand recognition is at
its peak all over the world. The Adidas website and Instagram are clearly still
strong, powerful communication channels that cater to the target market
outlined in their global brand strategy. Both platforms have limitations in terms
of accessibility and general functions, but they both cater to the target market
and have proven to be effective promotional platforms for the company.