Tag Archives: adidas

Because even we don’t know everything

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Sometimes even creative professionals need a little more education.

We were sitting around yesterday discussing different ways to increase the long-term value for our clients brands. And during the meeting someone said, “so the question is: are there other ways, in addition to what we are doing, to measure brand equity?” To which one of team said, “Brand equity, is that like home equity?” Brand Equity Basics – it sounded like a great blog topic to me, at the time.

What is Brand Equity?

In a nut shell it is the difference between of benefits between having a brand name as opposed to not having one. When your brand is well-known enough then you can charge people more money, or premium prices, for your product. A few examples of brands that are able to sell at premium prices include; Nike, Adidas, Apple, Chiquita bananas, VW and TOMS. And a couple of non-name brands include companies like; Jewel Companies Generic Cola and Kroger’sNaturally Preferred. But even house brands are beginning to gain brand equity, like Boots skin care products being sold at Target in the US. However, in the ever-changing world of marketing even generic brands such as No Name Brand is growing brand equity and using it to increase prices for products.

What isn’t a Brand?

Because everyone seems to believe that they understand what a brand is – I thought it might be a good moment to write about what a brand isn’t. A brand isn’t a logo – according to Marty Neumeier – and that is a key thing to remember. That means that things like the Nike Swoosh, the 3-strips from Adidas, the golden arches of McDonald’s or the white apple from Apple is not a brand, but a logo. This is a key thing to remember and not get confused about.

How we attempt to measure Brand Equity?

A brand’s equity is ultimately derived from the actions and words of consumers. As marketing professionals we are constantly testing ways to effectively measure the value of a brand for stakeholders. There are three key levels for measuring a brand are at the corporate, product and consumer level.

Corporate level – This is where a firm makes a calculation regarding how much the brand is worth as an intangible asset.

Product level – This is a measurement where one compares the price of a no-name or private label product to an “equivalent” branded product. This is very difficult when you are attempting to predict the worth and achieve FMA.

Consumer level – Attempts to map the mind of the consumer to find out what associations with the brand the consumer has. In this case high brand equity is associated with strong and favorable high levels awareness.

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Adidas is on the right track with their app, but they can still do so much better

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In 2003, adidas had a brilliant website for aspiring athletes. It included information regarding almost every possible type of sport training that you could think of. However, by 2010 this website seems to have been replaced by the more general popular flash site that fails to focus on specific sports. Sadly, this site had been exceptionally helpful for me, and many of my friends.

As the adidas miCoach competes against the Nike+GPS for app popularity of what is clearly becoming a cannibalized market place for runners. It would appear that while both are competing that neither are actually looking to create better athletes. Nike+GPS has just recently released its version of a intelligent GPS tracking version of the popular Nike+ edition, which comes standard on the iPod Nano. While this program is fine for your weekend warriors and general runners, but it does little for actual athletes who only use running as additional exercise to other sports.

Adidas’ miCoach appears to be on the right track by adding functions that help trainers.

Why not look to train people to be athletes and help with a larger variety in sports training?

The miCoach does provide the option for training for tennis, basketball running and football (I am assuming American). Nick Cragg was quoted on siliconrepublic saying, “The introduction of the miCoach app and sports-specific training plans was the natural next step to bring the miCoach facility to an even wider audience.” However, I believe that they are still selling the true abilities of the miCoach very short for actual athletes.

While adidas appears to be on the right track, I think that the first one to crack the market into more athletic endurance measuring will be the one who will be victorious in the rush to control the sports app market. Until that time, I would suggest that real aspiring athletes stay with the old school style of training… listen to your coach!