Brand Recognition

The term brand recognition refers to the ability of consumers to identify a specific  brand by its
attributes over another one. Brand recognition is a concept used in advertising and  marketing. It
is considered successful when people are able to recognize a brand through visual or auditory
cues such as logos, slogans, packaging, colors, or jingles rather than being explicitly exposed to
a company's name. Companies often conduct market research to determine the success of their
brand recognition strategies.

PUMA Brand Recognition

The Brand Recognition proposition has changed with the age of PUMA. After Dassler Brothers
fell out & went their separate ways, Adolph started with Adidas and Rudolph started with
PUMA. The brand started as a sports brand and it churned a lot of revenue, as well as the, had
the sporting giants like Boris Becker, Diego Maradona, & Pele. They gained the image of a core
sports brand as the athletes gave them brand credibility.

But unfortunately, PUMA struggled by the early 1990s as general people were not able to
relate to the sporting culture of the brand and they started perceiving it as an unattractive and
cheap brand in comparison to the competitors like Nike & Adidas.

PUMA wanted the differentiation that would gain the customer’s attention with respect to its
competitors so it started focusing on fashion & Lifestyle products along with sports as footwear
was becoming a style statement during the 1990s. That initially increased the revenue but people
were not able to identify what PUMA stands for, they were missing consistency.

In 2013, their CEO changed and Bjorn Gulden became the CEO of the Brand and he decided
to again go for all in all sports. They were having the Logo Forever faster, & also had brand
ambassadors like Usain Bold & they were sponsoring the events like F1 racing. Their this
proposition worked tremendously well as their revenue doubled from –

2014 - € 2.97 million revenue

2019 - € 5.5 million revenue

The revenue hike was twice as fast as the market leader which is Nike.

Brand recognition for PUMA is the Fastest sports brand in the world and they have
clubbed with Manchester City, Lamelo Ball, and Neymar. The brand is committed to
attacking its rivals – Adidas & Nike by aggressively investing in high-profile athletes &
teams.

PUMA Brand Value

PUMA Brand Value

Particulars Amount (Million)

Market Price $54.54

Volume $149.58

Brand (Price * Volume) $8,157.64

Generic Value $5,805.40

Less: Selling,General, & Administrative $1,225.00

Less: R&D $61.00

Brand Value $1,066.24