Reebok 2014 Annual Report Download - page 58

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adidas Group
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2014 Annual Report
Group Management Report – Our Group
54
2014
Global Brands Strategy
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02.3
/
Brand architecture and differentiation
We believe that our Group’s multi-brand portfolio gives us an important competitive advantage.
Through our brand portfolio, we seamlessly cover the sports and consumer segments we have
defined as strategically important to support our Group’s ambition to inspire and engage people
to harness the power of sport in their lives. Our portfolio of brands provides a depth of experience
and knowledge in the world’s most popular individual and team sports as well as fitness activities.
Each brand and sub-brand is responsible for bringing its own distinct identity and positioning to life,
through the creation of products, services and experiences that provide platforms and frameworks
for long-term market share and profitability improvements. While adidas and Reebok each have
unique identities, heritages, technologies, designs and reputations, the strategic principles and
methods for driving future sales growth and profitability improvements are common to both. These
include:
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Leadership in product innovation to inspire and excite the consumer.
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Marketing and communication leadership to drive brand advocacy.
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Activation and validation via a relevant set of promotion partnerships.
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Extending brand reach and appeal through strategic partnerships.
adidas strategic positioning
No other brand has a more distinguished history and stronger connection with sport than adidas.
As a true global brand with German roots, adidas’ mission is to be the best sports brand in the
world. One major lever to achieve this is the brand’s broad and unique sports product portfolio, with
expertise spanning from footwear, apparel and equipment for professional athletes to premium
fashion. It allows adidas to address multiple consumer needs, exploit market opportunities from
various angles as well as be less affected by one-dimensional market risks. adidas’ commitment to
product innovation with clearly defined benefits and its rich heritage differentiates the brand from
competitors and provides a solid platform for future growth.
01
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adidas Sport Performance
#therewillbehaters football campaign
02
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adidas Sport Performance
Ultra Boost running shoe