Reebok 2013 Annual Report Download - page 88

adidas Group
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2013 Annual Report
Group Management Report – Our Group
84
2013
Global Brands Strategy
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02.5
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By creating inspiring product and brand experiences, adidas and Reebok
strive to enhance their positions as premium brands. This, in turn, is
an important catalyst for sustaining and improving the brands’ gross
margins, making continuous innovation an important enabler for future
profitability improvements.
Marketing and communication leadership
To be competitive in the sporting goods industry, brands must build
clear desirability with their target consumer. To achieve this, adidas
and Reebok are focused on creating inspirational and innovative brand
marketing campaigns and developing communication techniques
that strengthen their positioning, build brand equity and thus support
the achievement of the Group’s commercial goals. A key tenet of our
marketing and communication strategy is to harness the emotion of
sport and the benefits of a sporting lifestyle across all communication
channels. Both adidas and Reebok regularly bring new global
marketing concepts to life, which can be easily leveraged to create
simple and powerful brand messages and support an array of product
offerings
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PICTURE 15
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PICTURE 16.
15
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adidas Sport Performance
Global brand campaign “all in or nothing”
In addition, Global Brands also endeavours to ensure all of its brands
are at the forefront of new communication techniques, particularly as
the information flow becomes faster and faster. To increase the pace
and relevance of our brands’ communication with the consumer, digital
marketing now acts as a backbone for all brand marketing activities.
Whether through in-store or online customisation platforms, social
networks, mobile apps or digital broadcast mediums, these methods
are providing a new scope of consumer experience in a real-time way.
With consumers spending more time online, the adidas and Reebok
digital strategies allow the brands to move from campaign-based
communication to developing deeper relationships with their respective
target audience. In addition to adding significant value to all our
communication efforts, our digital marketing and social interaction with
consumers also provide the brands with accessible insights, learnings
and measurable results, which in turn can be utilised to drive long-term
brand equity.
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Reebok
Global brand campaign “Live With Fire”
To ensure our Group stays at the forefront of these developments, in 2014
both adidas and Reebok will be investing further in the digital space.
To bring greater consistency, increase speed and drive higher levels
of brand activation online, adidas is establishing digital newsrooms
around the globe. This will serve to better coordinate the brands’ online
presence as well as leverage and magnify key brand initiatives all year
round. Reebok is also creating a global social centre at its headquarters
in Canton. This centre and its team will engage the Fit Generation
consumer in the social world and enable Reebok to be part of the
conversation in real time. In addition, Reebok is also opening the Reebok
Production Studios, to enable the brand to become a constant creator of
exciting and relevant content.