BRAND MANAGEMENT ON THE EXAMPLE OF “ADIDAS AG“

Authors

  • Milan Radaković Faculty of Sport, University ’’Union – Nikola Tesla’’, New Belgrade, Serbia Author
  • Željko Turčinović Faculty of Sport, University ’’Union – Nikola Tesla’’, New Belgrade, Serbia Author
  • Ana Gavrilović Faculty of Sport, University ’’Union – Nikola Tesla’’, New Belgrade, Serbia Author

DOI:

https://doi.org/10.58984/smbic2301199r

Keywords:

brand, brand management, Adidas AG, business case

Abstract

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.

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Published

2023-12-31

How to Cite

Radaković, M., Turčinović, Željko, & Gavrilović, A. (2023). BRAND MANAGEMENT ON THE EXAMPLE OF “ADIDAS AG“. SPORTICOPEDIA - SMB, 1(1), 199-216. https://doi.org/10.58984/smbic2301199r

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