Brand Extension. How Sub-Branding can be used to stretch a Brand effectively

An analysis of the German Sportswear Retailer Adidas

Term Paper , 2016 , 34 Pages , Grade: 2,0

Business economics - Offline Marketing and Online Marketing

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.

Inhaltsverzeichnis (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

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

The primary objective of this academic paper is to investigate the effective implementation of Brand Extensions, particularly focusing on Sub-Branding. It aims to clarify the concept of Brand Extension and categorize Sub-Branding, highlighting its objectives, requirements, opportunities, and risks. Furthermore, the paper examines how Sub-Branding operates in practice, using the Adidas Group as a case study.

• Brand Extension as a strategic approach for product range expansion
• Sub-Branding as a specific type of Brand Extension
• The application of Sub-Branding in practice, exemplified by the Adidas Group
• Opportunities and challenges associated with Brand Extension and Sub-Branding
• The role of brand management in achieving successful Brand Extension

Zusammenfassung der Kapitel (Chapter Summaries)

• Chapter 1: Introduction - This chapter introduces the topic of Brand Extension and its relevance in today's competitive market, particularly in the fashion industry. It highlights the problems and aims of the paper, which focuses on Sub-Branding as a strategy for successful brand extension. The structure of the paper is also outlined.
• Chapter 2: Conceptual Fundamentals - This chapter defines and discusses the core concepts of Brand, Brand Management, and Brand Policy. It provides a theoretical foundation for understanding Brand Extension.
• Chapter 3: Brand Extension - This chapter delves into the concept of Brand Extension, explaining its various types, including Category Extension and Line Extension. It also explores the potential opportunities and risks associated with Brand Extension strategies.
• Chapter 4: Brand Extension through Sub-Branding - This chapter focuses on Sub-Branding as a specific type of Brand Extension. It classifies Sub-Branding, outlines its objectives, and discusses the requirements, opportunities, and risks associated with its implementation.
• Chapter 5: Adidas - Brand Extension in Practice - This chapter presents a case study of the Adidas Group to illustrate how Brand Extension, particularly Sub-Branding, works in practice. It examines the company's brand portfolio and its various sub-brands, analyzing the effectiveness of its brand extension strategy.

Schlüsselwörter (Keywords)

The primary keywords and focus topics of this academic paper include: Brand Extension, Sub-Branding, Brand Management, Brand Policy, Product Range Expansion, Adidas Group, Case Study, Opportunities, Risks, and Strategic Marketing.

• College: University of Applied Sciences Hannover
• Grade: 2,0
• Author: Lina Seil (Author)
• Publication Year: 2016
• Pages: 34
• Catalog Number: V342673
• ISBN (eBook): 9783668323964
• ISBN (Book): 9783668323971
• Language: English
• Tags: brand, extension, sub-branding, german, sportswear, retailer, adidas