The Corporate brand that I have chosen and that appeals to me and
that I admire is Adidas. I enjoy sports and the equipment too.
Adidias strategy or corporate philosophy is “to be the leading
sports brand in the world.One major lever to achieve this is the brand’s
broad and unique product portfolio spanning from apparel and footwear for
professional athletes to premium fashion. It allows adidas to address multiple
consumer needs, exploit market opportunities from various angles as well as be
less affected by one-dimensional market risks. adidas’ commitment to product
innovation and its rich heritage differentiates the brand from competitors and
provides a solid platform for future growth.“
Adidas main focus is on sports man and woman around
the world. We see Adidas in main events such as the FIFA World Cup and NBA
All-Star Game as well as everwhere over the wolrd where sports are played,
watched, enjoyed and celebrated. The main target is atheletes who are active in
sports. The strength is most common in high schools ranging from 14 year olds
to 19 year olds.
“Adidas Sport Performance is
focusing on interactive and customisation as key growth drivers across
categories.A perfect example of this is adidas miCoach, which is the world’s
first web-based personalised training service. It combines state-of-the-art
training with a personalised web service and real-time audio coaching.
It is compatible with all MP3 players and is available as an application on various smart phones such as iPhone and Blackberry. miCoach is a clear highlight of our focus on innovation to help make athletes better and “fit for performance”.
It is compatible with all MP3 players and is available as an application on various smart phones such as iPhone and Blackberry. miCoach is a clear highlight of our focus on innovation to help make athletes better and “fit for performance”.
Adidas
used the original logo design, “the 3-stripes mark” which is the classic Adidas
symbol. It was created by the founder, Adi Dassler and was first used on
footwear in 1949. Dassler created the logo so it could be immediately
recognized when it was seen in athletic competition and associated with Adidas.
He emphasised it with the slogan “The brand with three stripes”.
It then
expanded in the 60s to the leisure and appal sector. In 1971 the Trefoil was
created out of more than 100 ideas. . Inspired by the 3-Stripes, it is a
geometric execution with a triple intersection, symbolizing the diversity of
the Adidas brand. This logo became the company’s corporate symbol and it plays
the important role of
representing the Adidas Originals collection.
Now I will discuss how I would go
about changing or improving Adidas’ strategy or image. Firstly I would go about
providing footwear and clothing not only for the sportsman and woman but to
widen the perspective and include everyday life. Making and designing
comfortable footwear for nurses per say or creating a line of clothing that
will appeal to any general public. I would say the image of the business is
perfect as there are new logo designs created for any event or just to make it
look innovative and creative. I would try set up more corporate social
responsibilities and maybe do donations to less fortunate teams that cannot
afford equipment.
Examples of different logo designs:
These
logos are creative and innovative and very attractive to the sportsman and woman.
