The purpose of this academic paper is to identify how Sub-Branding can be used to stretch a brand effectively. Thereby, the essence of the Brand Extension should be clarified and especially Sub-Branding should be classified and represented. In addition, an overview of the Adidas Group is given. Furthermore, it is closely examined, how Sub-Branding works in practice on the basis of the brand Adidas.
First of all the focus of this academic paper lies on the conceptual fundamentals. This chapter will define and discuss the terms Brand, Brand Management and Brand Policy. Secondly, Brand Extension will be analysed in detail. Here, the types of Brand Extension – which are Category Extension and Line Extension – and its opportunities and risks will be displayed. Then the Brand Extension strategy Sub-Branding – and in particular, its objectives, requirements, as well as opportunities and risks – will be explained in detail.
Following this, a case study of the German sportswear retailer Adidas is presented to illustrate how Brand Extension and especially Sub-Branding work in practice. Thereby, this chapter is aimed at recognizing how Sub-Branding can be used to extend a brand effectively. At the beginning, the company Adidas and its Brand Portfolio will be intro-duced. Afterwards, a closer look is taken at how Sub-Branding works in practice based on the example of Adidas using several sub-brands. Following that, a critical evaluation of the company’s brand extension strategy finalizes the chapter. Finally, the knowledge gained from this academic paper will be summarized in a con-clusion.
Table of Contents
- 1. Introduction
- 1.1. Problems and Aims
- 1.2. Structure
- 2. Conceptual Fundamentals
- 2.1. Definition Brand
- 2.2. Definition Brand Management
- 2.3. Definition Brand Policy
- 3. Brand Extension
- 3.1. Concept of Brand Extension
- 3.2. Types of Brand Extensions
- 3.3. Opportunities of Brand Extensions
- 3.4. Risks of Brand Extensions
- 4. Brand Extension through Sub-Branding
- 4.1. Classification of Sub-Branding
- 4.2. Aims of Sub-Branding
- 4.3. Requirements for the Implementation of Sub-Branding
- 4.4. Opportunities of Sub-Branding
- 4.5. Risks of Sub-Branding
- 5. Adidas - Brand Extension in Practice
- 5.1. Adidas Company Profile
- 5.2. Adidas Brand Portfolio
- 5.3. Brand Extension through Sub-Branding in Practice
- 5.3.1. Adidas Sport Performance
- 5.3.2. Adidas Originals
- 5.3.3. Adidas Neo
- 5.3.4. Adidas Collaborations
- 5.4. Evaluation of the Brand Extension
Objectives and Key Themes
This academic paper aims to explore how brand extension, specifically sub-branding, can be effectively utilized to expand a brand's reach and product offerings. The paper analyzes the concept of brand extension within the context of the competitive fashion industry, focusing on managing the risks associated with expanding a brand's portfolio. The Adidas Group serves as a practical case study. * Brand extension strategies * Sub-branding as a method of brand extension * The challenges and opportunities of brand extension * Risk management in brand extension * Case study analysis of Adidas's sub-branding strategiesChapter Summaries
1. Introduction: This introductory chapter establishes the context of brand development as a strategic approach in various industries, particularly the competitive fashion market. It highlights the growing challenges faced by companies in extending their product range while maintaining market efficiency and customer satisfaction. The chapter introduces the concept of brand extension as a solution for launching new products, focusing specifically on sub-branding as an effective strategy to address the risks associated with brand dilution and consumer confusion. The paper's objectives are clearly defined, emphasizing the clarification of brand extension, particularly sub-branding, and an analysis of its implementation within the Adidas Group.
2. Conceptual Fundamentals: This chapter lays the groundwork by defining key terms crucial for understanding brand extension. It examines the term "brand" from legal and classical perspectives, highlighting the legal definition according to trademark law and the classical understanding of a branded product's characteristics, such as consistent quality, appearance, and strong consumer advertising. The definitions of brand management and brand policy are also presented, providing a comprehensive framework for the subsequent discussion of brand extension strategies.
3. Brand Extension: This chapter delves into the concept of brand extension, exploring its various types, opportunities, and risks. It defines the core concept of brand extension and differentiates between category extension and line extension, outlining the potential benefits of successfully implementing these strategies. A crucial element of this chapter is the discussion of the potential drawbacks and risks associated with brand extension, such as brand dilution and consumer confusion, setting the stage for exploring sub-branding as a mitigation strategy in later sections.
4. Brand Extension through Sub-Branding: This chapter focuses on sub-branding as a specific type of brand extension. It provides a detailed classification of sub-branding, outlining its various objectives and requirements for successful implementation. A key aspect is the exploration of the opportunities sub-branding offers, contrasting them with the inherent risks. This lays the foundation for examining Adidas's sub-branding strategies in the following chapter.
5. Adidas - Brand Extension in Practice: This chapter presents a comprehensive case study of the Adidas Group, analyzing its brand extension strategies through the lens of sub-branding. It begins by introducing the company profile and its overall brand portfolio. The analysis then delves into the practical implementation of sub-branding by Adidas, examining specific sub-brands and assessing their contributions to the overall brand strategy. A critical evaluation of Adidas's brand extension strategy is included, offering valuable insights into both successful and potentially less successful aspects of their approach.
Keywords
Brand extension, sub-branding, brand management, brand portfolio, Adidas, risk management, category extension, line extension, consumer perception, market segmentation, brand dilution.
Frequently Asked Questions: A Comprehensive Language Preview on Brand Extension
What is the main topic of this academic paper?
The paper explores brand extension strategies, focusing specifically on sub-branding as a method to expand a brand's reach and product offerings. It analyzes the challenges and opportunities associated with such strategies, including risk management, within the competitive fashion industry.
What is the structure of the paper?
The paper is structured as follows: An introduction establishing the context and objectives; a chapter defining key concepts like brand, brand management, and brand policy; a chapter on brand extension generally, including its opportunities and risks; a chapter dedicated to sub-branding, its classification, aims, and potential pitfalls; and finally, a case study of Adidas and its sub-branding strategies, including an evaluation of its effectiveness.
What are the key themes discussed in the paper?
Key themes include brand extension strategies, sub-branding as a specific brand extension method, the challenges and opportunities presented by brand extension, risk management in brand extension, and a detailed case study analysis of Adidas's sub-branding strategies.
What is the purpose of the Adidas case study?
The Adidas case study serves as a practical example of brand extension through sub-branding. It examines Adidas's brand portfolio, its various sub-brands (such as Adidas Sport Performance, Adidas Originals, Adidas Neo, and collaborations), and provides an evaluation of the effectiveness of their approach.
What are the key definitions provided in the paper?
The paper provides definitions for "brand" (from both legal and classical perspectives), "brand management," and "brand policy." It also clarifies the concepts of category extension and line extension within the broader context of brand extension.
What are the risks and opportunities associated with brand extension and sub-branding?
The paper discusses both the opportunities presented by brand extension and sub-branding, such as increased market reach and product diversification. It also highlights the risks, including brand dilution and consumer confusion. Risk management is presented as a crucial aspect of successful brand extension.
What types of brand extension are discussed?
The paper discusses brand extension in general, and specifically focuses on sub-branding as a key method. It also differentiates between category extension and line extension.
What are the key takeaways from the Adidas case study?
The Adidas case study offers insights into the practical application of sub-branding strategies, allowing for an analysis of both successful and less successful aspects of their approach to brand extension. The evaluation provides valuable lessons for other companies considering similar strategies.
What are the keywords associated with this paper?
Key words include: Brand extension, sub-branding, brand management, brand portfolio, Adidas, risk management, category extension, line extension, consumer perception, market segmentation, and brand dilution.
- Quote paper
- Lina Seil (Author), 2016, Brand Extension. How Sub-Branding can be used to stretch a Brand effectively, Munich, GRIN Verlag, https://www.grin.com/document/342673
