Essay About Star Athletes And Strong Brand Image

Reebok Case
Reebok Case
Objective
Before 1987
Communication Objectives
Make Reebok as visible as possible
– Invest on all kinds of promotional
tools, such as AD, PR, SP, and
sponsorship
Increase brand awareness
– great attention on advertising
Shape strong brand image
– Paid star athletes to wear Reebok
– Provide potential star free shoes and
clothing
Create positive brand association
– Funded research on injury prevention
– Put Reebok shoes on the feet of TV
aerobics instructors (instructors choice
is more trustworthy)
Create professional image
Reebok is worn by athletes and instructors
Create consumer positive brand attitude toward Reebok
– continuous sponsorship
Keep Reebok brand exciting
– Five TV ads each sold a different sports
Reinforce its brand position in consumers’ minds
– Four themes: performance, new
technology, “classic” styling, and
fashion
Reinforce Message Delivery
– used “real people” instead of star
athletes (as research showed: purchases
decision were more influenced by
friends/ relative than star athletes)
Reposition itself into more fashionable image
– 70% of tennis category expenditure
was allocated to lifestyle/fashion-