On the one hand, brands can increase a company’s value significantly or even represent the company itself. On the other hand, consumers want to take over the image of a brand and identify themselves with the characteristics carried by the brand. This goes along with the need of having branded goods as a mark of status and belonging.
Therefore, companies need to focus on strengthening their brand image and brand equity in order to succeed on the market and diversify themselves from their competitors.
However, the question is, are the efforts in creating a strong brand image and high brand equity justified when thinking about the impact on the consumer?
Why are so many companies focusing on image instead of paying attention to the quality of their products? And why do so many companies spent money on sponsoring sports teams instead of investing in the improvement of their product’s characteristics or developing new innovative products?
In order to get into the topic, this case study will have a look at Puma as a concrete example of how branding affects a company.
The intention of this case study is to point out how Puma achieved the way from a shoe manufacturer to a well-known lifestyle brand by looking at the creation of a brand image on the one hand and an increase in brand equity on the other hand.
- Does a positive brand image have an influence on a company’s turnover?
- Does a high brand equity influence a company’s economic development or does a positive development of a company increase its brand equity?
- Do brands have an effect on consumer’s buying behaviour?
Table of Contents
Abbreviations and Symbols
Illustrations
Tables
1 Introduction
1.1 Problem
1.2 Aim of this work
1.3 Structure of this work
2 Branding
2.1 History of Branding
2.2 Brand Definition
2.3 Self-Image and Brand Image
2.4 Brand Name and Logo
2.5 Brand Strategy
2.5.1 Individual Brands
2.5.2 Extension and Stretching
2.5.3 Family Branding
2.5.4 Brand Entertainment
2.5.5 Product Placement
2.5.6 Ingredient Branding
2.6 Brand Equity
2.6.1 Monetary Valuation
2.6.2 Behavioural Valuation-Models
2.6.3 Combination of Monetary and Behavioural Models
3 Consumer Choice
3.1 Basics of Buying Behaviour
3.1.1 Categories of Buyers
3.1.2 Roles of Buyer
3.1.3 Basic Buying Process
3.1.4 Consumer’s Fashion Adoption Process Model
3.2 The Consumer
3.2.1 Involvement
3.2.2 External Influence Factors
3.2.3 Internal Influence Factors
3.2.3.1 Cultural factors
3.2.3.2 Social factors
3.2.3.3 Personal factors
3.2.3.4 Psychological factors
3.2.3.4.1 Motivation
3.2.3.4.2 Perception
3.2.3.4.3 Attitude
3.2.3.4.4 Learning
4 Puma
4.1 History of Puma
4.2 History of Puma as a Brand
4.3 Brand Strategy
4.3.1 Puma’s Four-Phase-Strategy-Plan
4.3.2 Brand Extension and Stretching
4.3.3 Brand Entertainment
4.3.4 Product Placement
4.4 Brand Image
4.5 Effect on Puma’s economical Development - brand equity
4.5.1 Annual Report
4.5.2 Puma’s Brand Equity
5 Summary and Conclusion
5.1 Critical View on Branding and Brand Equity Evaluation
5.2 Critical View on Puma as a Brand
5.3 View into the Future
6 Sources
6.1 Internet-Sources
6.2 Literature-Sources
-
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X. -
Upload your own papers! Earn money and win an iPhone X.