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Image of the brand Adidas
Smažil, Pavel ; Procházka, Jan (advisor) ; Kaňka, Miroslav (referee)
The Abstract My bachelor's thesis deals with opinions of today's young people about the value and image of the Adidas brand. The main aim of this work is to find out the percieving of the Adidas brand by the sport practising pupils of basic schools. If the youth know the brand and how they are satisfied with its assortment. I am handling the gaining of knowledge, information and defining concepts in the sphere of the marketing research of the brand's values and also the publicity in the theoretical part. In the practical part I am collecting the necessary data and information in order to get specific and concrete results . In my thesis I am using a technique of written questioning. Keywords: brand, the brand image, publicity, Adidas, marketing research
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Analysis of development of sports brands Adidas and Puma
Cajzl, Jan ; Waic, Marek (advisor) ; Voráček, Josef (referee)
Title: Analysis of development of sports brands Adidas and Puma Objectives: The main aim of this thesis is to compile, describe and analyze informations about history and development of sports brands Adidas and Puma. Methods: The main informations obout historical development of Adidas and Puma were processed by direct historical method, method of deduction and progressive method. Research through the comparative method was used marginally. Results: The results show the direction in which the development of brands Adidas and Puma has gone and help to understand what lies behind their success and what direction it will probably take their further development. Keywords: brand, history, origin, evolution, Adidas, Puma
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
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Marketing analysis of selected articles from adidas Originals and the impact of marketing communications on its sales
Masařík, Vojtěch ; Koudelková, Petra (advisor) ; Báča, Ladislav (referee)
Bakalářská práce se zabývá komunikační strategií značky adidas, konktrétně komunikací značky komunikaci o těchto modelech a porovna marketingu na vnímání a prodej modelů. Zároveň se práce soustředí na sekundární t Teoretická část práce se věnuje konceptů značky adidas, respektive značky adidas Originals. Tato část obsahuje také informace o značce: její stručnou historii, produkty a d Praktická část zkoumá komunikaci na jednotlivých úrovních distribučního řetězce a prodejní data jaké množství výrobků si obchody předobjednaly, případně doobjednaly, a jak se produktům dařilo na maloobchodní úrovni. Zkoumány jsou také ceny a objemy prodaných modelů na sekundárním trhu a prostřednictvím dotazníkového šetření je vyhodnoceno povědomí veřejnosti.
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Celebrity Marketing of Nike, Adidas and Puma in 2014-2017
Koubayová, Nathalie ; Maxa, Martin (advisor) ; Rosenfeldová, Jana (referee)
My bachelor thesis describes the concept of celebrity marketing, which is a tactic featuring well-known personalities to offer an endorsement of a product. I will look into the concept of celebrity marketing and describe what are the criteria that a brand should follow when selecting a suitable celebrity. Moreover, I will outline reasons that lead to growing representation of sportswear companies in the fashion industry. Given the scope of my bachelor thesis, I decided to focus on the female market only, which has been growing much faster than the male market in recent years. To conclude the theoretical part of the bachelor's thesis, I will present several reasons that motivate sportswear companies to further focus on the segment of women's fashion. In the descriptive part, I will introduce Nike, Puma and Adidas brands. I will briefly present the history and current position in the market of each brand. Then I will explain each brand's marketing strategy to target women and name global celebrities that Nike, Puma and Adidas did collaborate with from 2014 to 2017. I will only focus on women celebrities who do not do sport for a living. To sum up the descriptive part, I will present the outcomes of each of the collaboration. In the practical part, I will carry out an online quantitative...
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Adidas and Nike Brand Stores Quality Comaprison through Eyes of Customers
Šrámek, Martin ; Voráček, Josef (advisor) ; Šíma, Jan (referee)
Title: adidas and Nike Brand Stores Quality Comparison through the Eyes of Customers Objectives: Mystery Shopping is the instrument used to inspect the quality of adidas and Nike branded stores through the eyes of customers. Subsequently, the selected stores are compared and potential enhancements are proposed. Methods: Mystery Shopping - questionnaire focused on retail. Results: In terms of exterior, as well as interior, the Nike stores are ahead of the ones of adidas as the American brand has always been well-known for trying to initiate positive visual perception. On the contrary, adidas has provided better service quality demonstrated by modesty and higher selling effort from sales assistants towards customers. Also, adidas sellers have been more settled and disciplined. Additionally, adidas stores have worked more properly in terms of overall functioning. When comparing the stores of both brands with those in other world cities (Amsterdam, Berlin, Glasgow, London, New York, Tokyo), Prague stays behind. It has to fill the gap in the assortment and in the stores equipment, as well as in the service provided by sellers. Keywords: Marketing mix, retail, Mystery Shopping, adidas, Nike.
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Marketing Research of the Adidas Brand Value on the football equipment market
Nešněra, Filip ; Procházka, Jan (advisor) ; Voráček, Josef (referee)
Title: Marketing research of Adidas brand value on the football equipment market Objectives:The main objective of this thesis is to find out how football equipment consumers perceives the value of the Adidas brand, especially active players on the performance level. Another objective was to identify the position of the Adidas brand in comparison to competing brands, to determine its strengths and weaknesses and propose measures that would lead to increase its value from the customer's perspective. Methods: The method of quantitative research was used in this work. It was necessary to collect primary data for this research, because there are no available secondary data for researched problem. Electronic questioning was used for data collection and selection of respondents was done by partialy influenced selection. Sample size was defined to at least one hundred respondents. Results: The research brought generally very positive results for the Adidas brand. It was found out that almost 90% of respondents have personal experience with football equipment of Adidas brand. Together with Nike brand, Adidas was evaluated as the most popular brand of football equipment. It was also found out that the two most important criteria that respondents take into consideration when they are buying football...
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Analysis of development of sports brands Adidas and Puma
Cajzl, Jan ; Waic, Marek (advisor) ; Voráček, Josef (referee)
Title: Analysis of development of sports brands Adidas and Puma Objectives: The main aim of this thesis is to compile, describe and analyze informations about history and development of sports brands Adidas and Puma. Methods: The main informations obout historical development of Adidas and Puma were processed by direct historical method, method of deduction and progressive method. Research through the comparative method was used marginally. Results: The results show the direction in which the development of brands Adidas and Puma has gone and help to understand what lies behind their success and what direction it will probably take their further development. Keywords: brand, history, origin, evolution, Adidas, Puma
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Image of the brand Adidas
Smažil, Pavel ; Procházka, Jan (advisor) ; Kaňka, Miroslav (referee)
The Abstract My bachelor's thesis deals with opinions of today's young people about the value and image of the Adidas brand. The main aim of this work is to find out the percieving of the Adidas brand by the sport practising pupils of basic schools. If the youth know the brand and how they are satisfied with its assortment. I am handling the gaining of knowledge, information and defining concepts in the sphere of the marketing research of the brand's values and also the publicity in the theoretical part. In the practical part I am collecting the necessary data and information in order to get specific and concrete results . In my thesis I am using a technique of written questioning. Keywords: brand, the brand image, publicity, Adidas, marketing research
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