Adidas

1. Salience : Adidas is a brand with certain depth and breadth by providing sports
foot wear, sports accessories, and personal care product. The three stripe logo is
making them comfortable to buy the shoe. It creates trust. It is also gaining their
trust by celebrity endorsement.
2. Performance : Adidas is known for its best quality goods to sportsman, Thus
there is high performance satisfying customer’s functional needs. The aspects like
quality, reliability, durability which is most important in buying shoes. Having
specific style and design with good prices.
3. Imagery : Adidas associates itself with the successful and popular sportsmen
and major sports event, like world cups. Therefore, Adidas has a strong
association with soccer than any other sports. Sportswear of Adidas are used by
FC Bayern Munich, Real Madrid, Clealsea, Mancester City, AC Milan and Juventas.
The most trustworthy part of Adidas is Lionel Messi is the Brand Ambassador of
Adidas.
4. Judgments : Consumers give high credibility to Adidas due to its quality and
performance. The overall quality of brand is very good. The superlative quality
and better performance leads to Brand credibility and Brand superiority over
other brands.
5. Feelings : Feelings associate with Adidas is excitement, fun and self-respect.
And Adidas approach is more aggressive. They're focused on superiority, on
speed, energy, passion, strength, control. They try to awake the warrior.
6. Resonance : it is an indicator of Brand loyalty. Adidas gives consumers the
possibility to chat between themselves and with athletes. Consumers are the
members in its online chat. This to create a good relationship and to activate
loyalty.