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A German Brand With Strong Brand Identity
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adidas is known worldwide for its solid reputation as a performance sportswear brand
with a distinct and memorable brand identity that spans the globe, catching the attention
of millions of consumers. As one of the most trusted and most glamorous brands in sportswear,
adidas is the brand that many sports enthusiasts turn to when they need clothes, equipment
or merchandise of the highest quality. The German brand is the
second-largest sportswear manufacturer
in the world, proving that its brand memorability and a recognisable brand identity translate to high sales.
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A street survey on adidas was recently conducted on 100 Malaysians, with the following results:
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100%
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have heard of adidas
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100%
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know the adidas three stripes logo
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94%
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can recognise an adidas product by looking at it
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88%
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know the adidas Impossible is Nothing slogan
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Distinctive Stripes, Daring Slogan
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The most instantly recognisable element of adidas’ brand elements is its three stripes brand logo.
The brand logo of adidas since 1949, it is especially memorable because the three stripes is also
a motive on all adidas merchandise, meaning that a consumer can spot an adidas product from the three
consistently proportioned stripes. The poll results indicate that consumers recognise adidas’ brand
memorability without the need to use direct brand elements like a brand name or brand slogan.
With performance being a major focus of adidas, it’s worth noting that the adidas brand slogan is “Impossible is Nothing”,
which has captured the attention of its consumer base by being daring and memorable. As the poll results show, adidas
consumers instantly recognise the bold statement of the brand slogan — nothing is impossible or outside their grasp.
This further highlights adidas’ brand identity as a cool, effective sportswear brand. Consumers flock to the brand because
of its reputation!
adidas has a long history of being involved in sports events of the highest level. Many football fans will be able to name
teams with jerseys sponsored by adidas, instantly thinking of Chelsea or the German national football team. adidas stripes
appear along the sleeves, and the brand logo is prominently located on the front upper-left of these jerseys. The memorable
design of adidas products also fosters brand loyalty.
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Doing The Impossible
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Familiarity is the first way to cement a brand’s place in consumers’ eyes, increasing brand memorability.
adidas has all of that, from veteran sports heroes at the highest level of competition to the youngest
sports enthusiasts. It’s this sort of brand memorability that builds a brand and makes it branded and
wanted by consumers all over the world.
It takes time to get the sort of brand memorability that adidas enjoys — after all, adidas took some 60
years to reach that level! A firm, distinctive and familiar strategy is the best way to make consumers
remember your brand. Brand memorability is a key part of brand identity: how will your brand engage consumers
to become as instantly memorable as adidas and its three stripes?
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How does adidas maintain its distinctive brand identity? Click now to find out…
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continue to read on BRANDsense |
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Disclaimer
peopalove is a trademark of Brandington Sdn Bhd. The peopalove brand name, brand logo, brand colours, brand elements, brand slogan and brand category are properties of Brandington Sdn Bhd.
BRANDtalk is a trademark of Brandington Sdn Bhd and an independent publication which has not been authorised, sponsored or otherwise endorsed by the brands published in its articles.
The adidas brand name, adidas three stripes and Trefoil brand logos, adidas “Impossible is Nothing” brand slogan and other adidas trademarks, service marks or
Intellectual Properties, whether registered or unregistered belong to adidas AG. Brandington Sdn Bhd disclaims propriety interest in the marks and names of others.
peopalove makes every effort to ensure the information in BRANDtalk is accurate during publication. This publication may include hyperlinks to other third party websites as a convenience to users. peopalove has no control or responsibility over the contents of these third party websites.
All works published by peopalove are copyrighted and any manner of reproduction and distribution of the same are strictly prohibited.
copyright © 2011 peopalove™. All rights reserved.
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