In other words, the image of a brand depends on what customers perceive and feel about it. Brand image is very strongly related to brand awareness, because customers are unlikely to have any image of a brand that they are unaware of. In this highly competitive commercial environment, it has become imperative for corporate organizations to distinguish the products and services offered by them from that of their peers. As a result, brand awareness, brand image, and brand development strategies have become an integral part of the present day business organization in building their brand equity.
Adidas, a German sportswear producer, was instituted in the year 1920 by Adi Dassler. The business started off as a small workshop, but it transformed over the years into a renowned large corporation and turned out to be one of the foremost sportswear brands in the world. The products of the company comprise of sports shoes, sports shirts, bags, and all other sports related goods and equipments. The Adidas Group comprises of three major brands, such as adidas, Reebok and TaylorMade. The figure below illustrates the brands that comprise the Adidas Group:
Despite the fact that brand image development is undeniably a grave challenge to brand managers, there has not been much research to assist brand managers in making a choice between different strategies. There are large numbers of researches that have been accentuated on brand personality (Okazaki, 2006; Venable & Rose, 2003). Nevertheless, the most important focus of these researches has been on the consequences and outcomes of brand personality or on dimension factors. There have not been much studies revolving around how brand personalities are build up as well as how they can be augmented.
There are a numbers of constituents that are required during the process of branding, and brand personality is one of the crucial elements. By bestowing a brand with a definite personality, brand managers attempt to