Evolutia brandului » De la idee la concept la monetizare: Reebok

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Evolutia Brandului Reebok

“Creating value is product management… this is the mantra of Marketing” Philip Kotler

Multi dintre cei care o sa citeasca acest post sunt convins ca in momentul in care cumpara Reebok nu constientizeaza de fapt alegerea Adidas… 🙂

Pornind din 1895 de la segmentul de piata general “a spiked running shoe”, finalizand in 2013 cu repozitionarea pe un segment de piata nisat, fitness New Brand, The Reebok Delta » “one sport, fitness”… evolutia brandului este extrem de interesanta…

Punctul intermediar in evolutie il defineste achizitia din 2005 de catre adidas. Cum te-am obisnuit la fiecare post, pe fiecare link, ai exemple practice complementare astfel incat sa poti sa iti construiesti o imagine de ansamblu asupra propriilor provocari vs topicul analizat.

Concept Brand 1895 » “a spiked running shoe”

“Reebok was founded in 1895 by Joseph William Foster as a manufacturer of regular shoes. He came up with the unique idea of producing a spiked running shoe.

After the immense success of this product, he established the company with the help of his sons and named it J.W. Foster and Sons”

House of Brands 2005 » adidas vs Reebok

“The combination of adidas and Reebok accelerates the adidas Group’s strategic intent in the global athletic footwear, apparel and hardware markets. The new Group will benefit from a more competitive platform worldwide, well-defined and complementary brand identities, a wider range of products, and an even stronger presence across teams, athletes, events and leagues. The new adidas Group has pro forma aggregate 2004 revenues of €8.9 billion (U.S. $11.1 billion).

Today’s (August 3, 2005) announcement represents a major strategic milestone for our Group,” said adidas-Salomon Chairman and CEO Herbert Hainer. This is a once-in-a-lifetime opportunity to combine two of the most respected and well-known companies in the worldwide sporting goods industry.

adidas-Salomon and Reebok are energetic and growing companies with a shared commitment to innovation, sport performance and sport lifestyle. Together, we will expand our geographic reach, particularly in North America, and create a footwear, apparel and hardware offering that addresses a broader spectrum of consumers and demographics.

With Reebok, we are advancing our position on the playing field of the sporting goods industry and are improving our financial strength to drive increased shareholder value.”