CBBE of Nike and Adidas part 3

Keller establishes the four steps of brand building. 

 

Nike

1. Salience : Customers consider Nike of a brand with high quality and good design sport shoes.

2. Performance : Nike products owns high technical performance.

3. Imagery : People consider that Nike represents the high status, cool style, the winner in the competitive spot activities.

4. Judgments : Consumers give high credibility to Nike due to its high quality, good design and innovation.

5. Feelings : Nike focuses on inspiration of their consumers, making them believe that all they need is "just do it".

6. Resonance : Nike proposes the customization services to its customers by offering from the customized shoes to the personal video filming of participants during the run.

 

Adidas

1.      Salience : Adidas is a brand with certain depth and breadth by providing sports foot wear, sports accessories, and personal care product.

2.      Performance : Adidas is known for its good quality(reliability, sustainability, durable) by providing goods to the sportsmen.

3.      Imagery : Adidas associates itself with the successful and popular sportsmen and major sports event, like world cups. Therefore, Adidas has a strong association with soccer than any other sports.

4.      Judgments : Consumers give high credibility to Adidas due to its quality and performance

5.      Feelings : Feelings associate with Adidas is excitement, fun and self-respect. And Adidas approach is more aggressive. They're focused on superiority, on speed, energy, passion, strength, control. They try to awake the warrior. 

6.      Resonance : Adidas gives consumers the possibility to chat between themselves and with athletes. Consumers are the members in its online chat.

 

we really appreciate to work together on this project and we hope that you enjoy reading our blog.

Sportingly, 
The Team

Mengdi Li

Marie-Caroline Lassagne

Irina Kalashnikova

Alexandra Tsarkova

Edouard Lévêque