BRAND MANAGEMENT ON THE EXAMPLE OF “ADIDAS AG“
DOI:
https://doi.org/10.58984/smbic2301199rKeywords:
brand, brand management, Adidas AG, business caseAbstract
Adidas is considered one of the most famous and successful sports brands, which strives for constant development and progress, which is shown by frequent innovations and new models, but also by very original advertising campaigns. In today's business, the brand has become the need of every company, and in the life of every consumer, over time, it has become an indispensable factor.
Adidas has recognized the importance of the brand in modern business, and thanks to this, it will definitely achieve a long-term competitive advantage on the market and be in the leading positions of its markets.
Downloads
References
Kotler, P., Keller, K. (2008): Управљање маркетингом, Мате, Загреб.
Kotler, P., Pfoertsch, W. (2007): Б2Б бренд менаџмент, ASEE, Нови Сад.
Rakita, B.M., Mitrović, I. (2007): Brend menadžment, Savremena administracija, Beograd.
Olins, W. (2003): On brand, Thames&Hudson, London.
O’Shaughnessy, D. (1987): Speech Communication: Human and Machine. US&Canada, Addison-Wesley.
Maynard et.al. (1927). Principles of Marketing. Ronald Press, New York.
De Chernatony et.al (2011): Creating Powerful Brands, 4th ed. Oxford: ButterworthHeinemann.
Kapferer J. N. (2012): The New Strategic Brand Management - Advanced insights and strategic thinking, Kogan Page Limited, London and Philadelphia.
Sicco V.Gelder (2005): Global brand strategy, Unlocking Brand Potential Across Countries, Cultures and Markets, Kogan Page Business Books, the University of California.
Clifton, R., Simmons, A. (2004): Brands and Branding, The Economics, Fiftih Edition, pp.13-14, Kogan Page, London/Philadelphia/New Delhi.
Вељковић, С., Ђорђевић, A. (2009): Вредност бренда за потрошаче и предузећа, Меркетинг, Vol. 41, бр.1, стр.3-14, Српско удружење за маркетинг, Економски факултет, Београд (доступно на: www.sema.rs/repository/download/marketingvol-41-no-1.pdf).
Орловић, М., Босна, Ј., Крајновић, А. (2014): Сувремене маркетиншке стратегије и брендирање производа као изазови глобалног макетинга, Практички менаџмент, Vol. 5, бр.2, стр.115-123, Висока школа за менаџмент у туризму и информатици у Вировитици, Графити Becker, Вировитица (доступно на: https://hrcak.srce.hr/135722).
Stern, В. (2006): What Does Brand Mean? Historical-Analysis Method and Construct Definition, Journal of the Academy of Marketing Science, Vol. 34 Issue 2, pp.216-223, Louisiana Tech University (доступно на: https://link.springer.com/ article/10.1177/0092070305284991 ).
Stern, N. (2008): The Economics of Climate Change, The Stern Review, American Economic Review, Vol. 98, Issue 2, pp.1-37, , Nashville/ Pittsburgh, (доступно на: https://pubs.aeaweb.org/doi/pdfplus/10.1257/aer.98.2.1 )
Smith, E., Malone, R. (2008): Altria means tobacco: Philip Morris's identity crisis, (доступно на: https://www.ncbi.nlm.nih.gov/pmc/articles/PMC1447789/).
Yan J. (2002): The Brand Manifesto, JY&A Consulting, Wellington, New Zaland (доступно на: https://jyanet.com/cap/2002/0909fe0.pdf ). 17. Britannica, https://www.britannica.com/topic/Adidas-AG
http://brandongaille.com/brand-components-and-brand-strategy-management/
Adidas, https://www.adidas-group.com/en/group/history
https://www.whcert.com/?product_id=197041984_71
Adidas, https://report.adidas-group.com
https://hr.prisondharmanetwork.net/is-price-skimming-good-for-your-business-4160232-4009
RightNow's Annual Research, 2012
www.rs.undp.org/content/serbia/sr/home/sustainable-development-goals.html
www.statista.com
https://bstrategyhub.com/adidas-swot-analysis
https://bstrategyhub.com/adidas-mission-statement-purpose-attitude-analysis/
https://jatrgovac.com/strategija-poslovanja-premium-brendovi-vaznostconcept-store-prodavaonica/
Downloads
Published
Issue
Section
How to Cite
