• What is a brand? Its more than a logo… (Davidson, 1997)

• A brand is a type of product manufactured under a particular name.• “a brand is a cluster of functional and emotional values that

enables organisations to make a promise about a unique and welcomed experience. (de Chernatony, McDonald and Wallace, 2011, p31)

• As well as it being “a name, term, sign, symbol, or design … to differentiate them from those of competitors.” (Kotler, 1991. p442)

• Elements of a brand • The promise – what customer get• The perception – what do they think they get• The expectations – what is delivered• The persona – the brand as a person• The elements – packaging, logo, materials

Brand Overview

Brand Appearance

Brand Name/Logo

Brand Associations

Brand Identity/Image

Brand Relationships

OwnershipTrademarkDifferentiated on performanceDifferentiated on quality

Brand Name/Logo+ Packaging

Brand Appearance+Added-value+Brand Attributes+Benefits

Brand Associations+ Brand Personality

Brand Identity/Image+ Brand Attributes

Evolution of the Branding ConceptProducts:• Can Be Copied and Replaced

but Brands Are Unique• Can become obsolete but

brands can be timeless• Are instantly meaningful but

brands become meaningful over time

Commodities:• Are largely undifferentiated

products that offer little or no perceived differences between competitive offerings

• With little or not differentiation consumer shop for commodities primarily based on prices

• Commodities are easily interchangeable

Lovemark:• Transcend brands• They deliver beyond

expectations of great performance

• They reach the consumers heart as well as your mind, creating an intimate, emotional connection that customers just can’t live without.

Industry:• Sporting Apparel & Footwear • Their Main Competitors Include:

Market Sector & Competitors

UA Net worth: $1.05 billion (Forbes, 2015)

UA Net Revenue Figures:• 5-year compound growth rate of 29.2%•$1.06 Billion 2010 to $3.08 Billion 2014• Apparel constitutes 74.3% of overall revenueMarket Share:• In 2014 UA overtook Adidas to become the 2nd largest sporting goods company in the US market.• Nike maintained their dominance in the market, generating over 4 times the revenue of UA.

• Competent• Excitement• Toughness

• Innovation• Inspiration• Reliability• Integrity

• Quality Orientated• Confidence• Healthy & Active

• Underdog• Hungry and Competitive• Determination

• ‘I Will’ Campaign• ‘Protect This House’

• Baselayers• Market Leading Technology• Embracing new sports

Physique

Relationship

Reflection

Personality

Culture

Self-image

Exte

rnalis

ati

on

Picture of Sender

Inte

rnalisa

tion

Picture of Recipient

Brand Identity Prism

Hexagonal Identify Prism Model (Jean-Noel Kapferer, 2004)

(Aaker & Joachimsthaler, 2000, p.105)

Brand Relationship Spectrum

Brand Relationship Spectrum

Branded House

Sub-brands Endorsed Brands

House of Brands

Same Identity

DifferentIdentity

Master Brand as

Driver

Co-DriversStrong

EndorsementToken

Endorsement

Linked Name Shadow

EndorserNot

Connected

Tide(P&G)

Hotpoint(GE)

GE CapitalGE

Appliances

HP DeskJet

Obsession by Calvin

Klein

DKNY

STRENGTHS• Strong Brand Identity• High Quality Apparel• TV Campaigns & Interactive

Website• New Innovative technology

(materials)• Increase in Market Share • International expansion• Well defined target market• Brand Loyalty• Athletes and Team sponsorships• Brand Equity

OPPORTUNITIES

• Increase Product Stream• New Innovative Technology

(material)• Increase in Market Share (E.g. New

Sports)• Further International Expansion• Well Defined Target Market

WEAKNESSES

• High price• Narrow Media Focus (Male

Orientated) • Small Total Sales and Net Income

compared to rivals• 7.27% of Sales come from

2 Distributors; Dick’s and The Sporting Authority

THREATS

• Substitute products• Encroaching New Competitors • Size of Competitors • Product Demand • Loss of Brand Identity in

Expansion

SWOT Analysis

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Referencing