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Executive Summary
The objective of this brand audit is to propose a brand analysis on Adidas online channels in
the perspective of a consumer using Kevin Lane Keller’s Customer-Based Brand Equity
model. As one of the largest international sports apparel companies in the world, this report
will establish how Adidas successfully positions their brand, gains awareness, leading onto
consumer performance, imagery, judgements, feelings and ultimately, resonance.

Adidas announced digital marketing campaigns such as ‘Calling all Creators’ and ‘Own the
Game’ to support their present and future brand strategy that is focussed ‘on the people.’
Adidas moves from a hero to a more creative archetype in comparison to their large
competitors. In the eyes of the consumer, using recognisable cues like logo, slogan and
impactful marketing campaigns/advertisements shows a clear brand position of high-quality
products with innovative designs which is exactly how Adidas markets their brand to their
targeted audience.

Adidas has gained a successful amount of resonance through loyalty of repurchasing their
products, community through activity on their social platforms and app and engagement in
discussion with the example of the use of hashtags ‘#ImpossibleisNothing and
#HereToCreate’.

Finally in the conclusion of the report it is recommended that Adidas continues to push towards
a consumer market-oriented company and strategic customer relationship management.

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Table of Contents

Executive Summary ........................................................................................................................ 2

Table of Contents ............................................................................................................................. 3
Introduction ....................................................................................................................................... 4
CBBE model audit and Analysis ................................................................................................... 5
Brand Salience, Awareness and Recall ................................................................................. 5
.............................................................................................................................................................. 7
Brand Performance and Imagery ........................................................................................... 8
Brand Judgement and Feelings ............................................................................................... 9
Brand Resonance ...................................................................................................................... 10
Conclusion & Recommendations .............................................................................................. 11
References....................................................................................................................................... 12
Appendix ......................................................................................................................................... 13

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Introduction
Founded in 1924 in Herzogenaurach Germany, Adidas is a multinational corporation that sits
as one of the largest sportswear manufacturers in the world, pushing the boundaries of their
products, experiences, and services to their consumers. Adidas has created a superior
position amongst its upper-middle-class target market through a premium pricing strategy and
quality products, and ultimately creating their desired brand positioning in the minds of its
consumers.

Adidas’ new five-year strategy ‘Own the Game’ puts ‘the consumer at the heart of everything
we do and is bought to life by our people’ (Adidas 2021) with the focus on ‘increasing brand
credibility, elevating the experience for our consumer, and pushing the boundaries in
sustainability.’ and ‘through sport, we have the power to change lives’ (Adidas 2021). Adidas
describes themselves as a digital company and strive to become the world’s best sporting
apparel brand.

Having a successful brand position is very important for Adidas as it will help guide their
marketing strategy, brand uniqueness and answers why a consumer should purchase and use
their products and not their competitors (Keller 2013). If a consumer were to establish their
new marketing strategy for pushing ‘creativeness’ through implementing a consistent
message through their campaigns, consumers’ preference will lean towards Adidas.

Adidas’ strategy is ‘deeply rooted in sport, puts the consumer at the heart of everything we do
and is brought to life by our people. Our strategic focus is on increasing credibility of the adidas

Figure 1 - Imagery Adidas uses on their website for their new brand strategy focus for the next several years (Adidas 2021)

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brand, elevating the experience for our consumers and pushing the boundaries in
sustainability.’

It is important for Adidas, as a leading brand in their market, to stay on top of current social
matters that is happening around the world which include sustainability and ethics. By
establishing a deep connection with and consideration of their audience, Adidas can have a
successful brand position and ultimately gain customer resonance.

CBBE model audit and Analysis

Brand Salience, Awareness and Recall

Adidas has created strong brand equity and identity through its logo, tagline, and luxury
products in sportswear. In some cases, Adidas’ strong brand awareness alone is enough to
create a favourable consumer response. Adidas sits as a strong competitor in the sports
apparel market and is undoubtedly one of the most recognizable and recallable brands in their
market.

Adidas uses several marketing ‘cues’ (Keller 2013) in their logo, trademarks, slogan and
advertisements through communication channels as the first point of exposure for consumers.
These cues aim to set a ‘mental real estate’ (Nguyen 2021) in the minds of a consumer which
leads to brand awareness and recall.

In 1952, Adolf Dassler introduced Adidas’ three-strip design trademark and to this day,
consumers around the world can recognise Adidas as “the three stripes company” (1000
Logos 2021). This has been Adidas’ major brand identity, as their logo design causes a
reaction of familiarity and associations to consumers.

In a 2017 marketing campaign, Adidas featured several athletes and celebrities in an

advertisement titled ‘Calling all Creators’ (Advertising TV 2017). Using celebrity endorsements
has been one of Adidas’ main channels of communicating its brand to a highly focused set of
consumers (Cheng, et al. 2012). In the campaign, the influential cast come together to push
for creativity and innovation. Along with comedic effects, consumers feel welcomed, and it
ensures authentic brand prestige. It also unites consumers by their passion to create and
invites the target audience to use their imagination and join the Adidas movement.

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Figure 2 - Screenshots of the marketing campaign Adidas announced ''Calling all Creators'' (Advertising TV 2017)

This unique selling point of pushing for creativity and innovation lead to the creation of the
BOOST feature, the recycled Parley Ocean Plastic™ collection and the 4D printed Futurecraft
footwear. This campaign was debuted online through Adidas’ YouTube channel.

Figure 3 - Adidas Marketing Campaign with famous soccer Figure 4 - Marketing Campaign with famous celebrities with
player David Beckham (Adidas 2021) slogan ''Impossible is Nothing'' (Adidas 2021)

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Adidas’ slogan signifies what they can do but competitors can’t: ‘Impossible is nothing’. They
categorise themselves as ‘rebellious optimists’ who are driven by action to shape a future
together and see the world with possibilities where other only ‘see the impossible’ (Adidas
2021). Adidas also strives to creative light and continent sports apparel that other competitors
do not make. On their online social media pages such as Twitter, Instagram and Facebook,
Adidas posts daily pictures and stories with their slogan ‘Impossible is nothing’, including
inspiring athletes and everyday people to relate to their target audience. They try to connect
to their audience through open discussions and simple uses of hashtags on their social media.

In the eyes of the consumer, using recognisable cues like logo, slogan and impactful marketing
campaigns/advertisements shows a clear brand position of high-quality products with
innovative designs which is exactly how Adidas markets their brand to their targeted audience.

Figure 5 - Screenshots of Adidas' Social Communication Channels and social media (Adidas 2021)

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 Brand Performance and Imagery

Once a consumer has become aware of Adidas, they will begin to question functionality,
reliability, features, looks and style, and value for money. These two categories are known as
brand performance and brand imagery, also known as the brands ‘promise’ to the customer
(Keller 2013). The brand has created personalized premium experiences for its target market
and promises to deliver multichannel unique experiences.

Through their online channels, Adidas aims to have products built for sport and worn for sport
but also worn for style. The ‘’People Promise’’ delivers the mission that sport can enhance the
power to change lives and deliver their attitude of ‘Impossible is Nothing’ (Adidas 2021).
Adidas intends their products to provide the consumer ‘feeling’ of innovation, creativity,
futuristic and opulence. Adidas would normally be portrayed as the ‘’Hero’’ archetype, but with
their new marketing strategy and branding position, they are pushing towards more of a
‘’creative’’ archetype (Hamza et al, 2018).

The imagery that Adidas displays on their online channel supports active lifestyles both for
athletes and the everyday person. This persona demonstrates the need of comfort,
functionality, and value of price, which are the qualities Adidas is trying to achieve in their
products. A consumer sees Adidas as reasonably priced for their premium quality products
and popularity status as a credible company.

In 2021 Media Day, Adidas displayed four main categories to maximise credibility and advance
its consumer propositions

 Adidas Performance: Built for sport. Worn for sport. The best product for the athlete
that enables them to play and perform.
 Adidas Sportwear: Born from sport. Worn for style. Sports product that enables self-
expression and comfort.
 Adidas Originals: Inspired by sport. Worn on the street. Iconic product that connects to
culture.
 Adidas Partnerships: Inspired by Adidas. Worn for status. Product merging the best of
Adidas and partner DNA.

This is the imagery that Adidas’ consumers look and strive for. It is easy to navigate through
the website of these categories for the consumer and advertisements for this are all over their
social media and communication channels. Their brand logo and iconic ‘’strips’’ represents
the company’s brand image and is placed strategically on all their products. Plus, celebrity
endorsements enhance a positive imagery for Adidas.

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 Brand Judgement and Feelings

Consumers in this stage of CBBE for Adidas should feel and sense a level of achievement,
ability to think and feel creative and forward thinking of the future. It will also give a feeling of
community and reassurance. A consumer’s judgement will come down to the premium quality
of the product and the recognizable logo and tagline. They will feel a sense of culture and an
environment where they feel a part of and can be successful, and feel they belong.

Ultimately, the consumer will strive for success through the brand with a mindset of deep and
broad innovation. They trust the brand and feel secure to buy their quality products, as their
brand focus is primarily on the consumer. Judgements and feelings will mostly act in the
customers thoughts on the quality, satisfaction and service of the products they purchase and
impact the future consumer purchase intention and loyalty (Keller 2001).

Adidas also provides a highly positive social approval as its status is extremely popular
amongst its competitors in the sport apparel market. This results in consumers feeling
positively about the reactions of others to them using the brand and/or products.

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 Brand Resonance

Adidas offers their consumers to join their loyalty program ‘Creative Club’ that links to their
marketing campaign ‘Calling all Creators’. Joining the club gives immediate access to
exclusive products, rewards, discounts and points when you purchase their products. Adidas
wanted to offer a ‘personalised experience to our most valuable consumers.’ (Adidas 2021)

Customers who have gone through the stages of the CBBE and achieve brand resonance are
more likely to join their club and download their app. The app offers many unique features and
personalisation such as setting up your own ‘3 stripes feed’ (Adidas 2021). They also provide
a live chat to directly talk to consumers if they need help finding the right product. As a brand
they strive to connect with the customer.

Adidas can also display a good sense of customer loyalty with how many consumers join the
club, following the brands social media accounts and participating in company events. It is one
of the leaders in the sports apparel market and is internationally recognised. Consumer
interactions with the brand such as ‘’likes’’, ‘’shares’’ and ‘’comments’’ on social media can
reflect this.

Two-way social media communication such as Facebook, Twitter and the Adidas app can
improve customer engagement and allow users to share and develop new ideas and
suggestions for improvements in the brand’s products and services. This will ultimately allow
brand communities to turn into brand loyalty (Arnould et al. 2009). A consumer is made to feel
part of the Adidas family, engaging in events and online discussions, and continuing to support
and buy from the brand.

From a consumer’s perspective, showing engagement in online discussion such as

“#ImpossibleisNothing and #HereToCreate’ and being active on their app can show evidence
of brand resonance and endorsement through association blocks.

Figure 6 - Screenshots of the features that consumer can use within the Adidas app (Adidas 2021)

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Figure 7 - Screenshots of the features that consumer can use within the Adidas app (Adidas 2021)

Conclusion & Recommendations

Through the brand positioning and CBBE analysis it can be said that Adidas successfully uses
their online activities and communication channels to enhance consumer resonance. This is
done through online advertisements, campaigns, posts and their slogan (tagline).

For the future and in the eyes of the consumer, there may be areas where Adidas can deepen
their branding position on online activities to become more blatant in comparison to their
competitors.

Recommendations for Adidas would be to widen their approach to deliver multichannel and
unique experiences to their customers through their new creative brand strategy in their social
media channels. By taking insights from digital analysis and data, Adidas can create a more
premium and personalised experience for their consumers. By creating strategic customer
relationship management, Adidas will create a strategy ‘that is dedicated to winning and
keeping customers by creating and delivery value better than competitors.’ (Buttle, 2009)
By pushing as a consumer market-oriented company, Adidas can develop better value
propositions and a stronger market position against its competitors.

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References

Adidas 2021, Strategy, Adidas Group, viewed 1 September 2021

< https://www.adidas-group.com/en/about/strategy-overview/ >

Adidas Annual Report 2020, Group Management Report – Our Company / Strategy, viewed 1
September 2021
< https://report.adidas-group.com/2020/en/group-management-report-our-company/strategy.html >

Advertising TV 2017, Calling all Creators | adidas, 24 December, viewed 1 September 2021
< https://www.youtube.com/watch?v=LShT-_oi7uQ >

Arnould, E. J, Muñiz, A. M. and Schau, H. J. 2009, ‘How Brand Community Practices Create Value’,
Journal of Marketing, vol. 73, no. 5, pp. 30–51
< 10.1509/jmkg.73.5.30 >

Buttle, F 2009, ‘Customer Relationship Management’ Concepts and Technologies, Netherlands, pp.
5, viewed 1 September 2021
<https://www.google.com.au/books/edition/Customer_Relationship_Management/KZUttVVyEjwC?hl=
en&gbpv=0 >

Cheng, Y, F, Chu, T, L, Wang J, S 2012, ‘Effect of Celebrity Endorsements on Consumer Purchase

Intentions: Advertising Effect and Advertising Appeal as Mediators’, Human Factors and Ergonomics
in Manufacturing & Service Industries, vol. 23, no. 5, pp. 357-367, viewed 1 September 2021
< https://doi-org.ezproxy.lib.swin.edu.au/10.1002/hfm.20336 >

Hamza, K.M, Marquina, P, Xara-Brasil, D 2018, ‘The meaning of a brand? An archetypal approach’,
Revista de Gestão, vol. 25, No. 2, pp. 142-159. viewed 2nd September 2021
< https://doi.org/10.1108/REGE-02-2018-0029 >

Keller, K, L 2013, Strategic Brand Management: Global Edition, Pearson, Harlow, Essex, viewed 1
September 2021
< https://search-ebscohost-
com.ezproxy.lib.swin.edu.au/login.aspx?direct=true&db=nlebk&AN=1417975&site=ehost-
live&scope=site >

Keller, K.L 2001, ‘Building Customer-Based Brand Equity: A blueprint for Creating Strong Brands’,
Marketing Science Institute, no. 01-107
< http://anandahussein.lecture.ub.ac.id/files/2015/09/article-4.pdf >

Lyons, E 2019, ‘How Adidas is using creative narratives to build brand equity’, Marketing Week,
viewed 2nd September 2021
< https://www.marketingweek.com/adidas-outdoor-creativity/ >

Nguyen, D 2021, ‘Lecture Video: Awareness, Salience and CBBE’, MKT20017 Innovative Branding,
learning materials via Canvas, Swinburne University of Technology, viewed 1 September 2021

Yoo, B., Donthu, N. and Lee, S. 2000 ‘An examination of selected marketing mix elements and brand
equity’, Journal of the Academy of Marketing Science, vol. 28, no. 2, pp. 195-211, viewed 1
September 2021

1000 Logos 2021, ADIDAS LOGO, 1000Logos, viewed 1 September 2021

< https://1000logos.net/adidas-logo/ >

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Appendix
Figure 1 - Imagery Adidas uses on their website for their new brand strategy focus for the next several years
(Adidas 2021) 4
Figure 2 - Screenshots of the marketing campaign Adidas announced ''Calling all Creators'' (Advertising TV
2017) 6
Figure 3 - Adidas Marketing Campaign with famous soccer player David Beckham (Adidas 2021) 6
Figure 4 - Marketing Campaign with famous celebrities with slogan ''Impossible is Nothing'' (Adidas 2021) 6
Figure 5 - Screenshots of Adidas' Social Communication Channels and social media (Adidas 2021) 7
Figure 6 - Screenshots of the features that consumer can use within the Adidas app (Adidas 2021) 10
Figure 7 - Screenshots of the features that consumer can use within the Adidas app (Adidas 2021) 11

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