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Brand management. Measuring the brand equity of Decathl - Paperback NEW Andre De
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Item specifics
- Condition
- Weight
- 92
- Subjects
- Business, Economics & Industry
- Pages
- N/A
- Size
- H:210mm, W:148mm
- Topic
- Business
- Book Title
- Brand management. Measuring the brand equity of Decathlon in Por
- ISBN
- 9783668420489
- Publication Year
- 2017
- Type
- Textbook
- Format
- Paperback
- Language
- English
- Publication Name
- Brand Management. Measuring the Brand Equity of Decathlon in Portugal
- Item Height
- 210mm
- Publisher
- GRIN Verlag
- Item Width
- 148mm
- Subject
- Management
- Item Weight
- 68g
- Number of Pages
- 44 Pages
About this product
Product Information
Seminar paper from the year 2016 in the subject Business economics - Business Management, Corporate Governance, grade: 1.5, Catolica Lisbon School of Business & Economics, language: English, abstract: This report should analyse the current brand perceptions of Portuguese consumers about the brand Decathlon, find strengths and weaknesses in the current positioning and give recommendations for Decathlon on how to improve their current situation in the market by building a stronger brand. The Sportswear industry in Portugal in the year 2015: The economic downturn is over; Portuguese economy is recovering. This positive economic trend also influenced the sportswear industry, which grew by 2% to a total market volume of 775 m. EUR. The clear industry leader with a market share of 24% is Nike Retail BV. Nike managed to build up a really strong brand in Portugal over the past years. One of the key success factors for the brand image has been using Cristiano Ronaldo, the sports idol of Portuguese people, as a brand ambassador. In the shadow of Nike, also the second force in the industry, Adidas managed to grow by 6% in 2015. The prospects for the sportswear industry are optimistic. Nike and Adidas are expected to stay the most popular brands with their technological innovations, heavy marketing campaigns and focus on outstanding designs. This report is neither about Nike nor about Adidas. It is about a brand that is quite different but at the same time a direct competitor of those brands: Decathlon. Decathlon is acting in two major areas: Sportswear and Sports equipment. Regarding its strategy, the size of the stores and the range of the product offer, Decathlon differs a lot from Nike and Adidas. But surprisingly, Nike and Adidas are seen as the main direct competitors of Decathlon by Portuguese consumers. In Portugal the brand is mostly perceived as a sportswear brand. The second big section, the sports equipment product offer, seems not to be a strong enough diff
Product Identifiers
Publisher
GRIN Verlag
ISBN-13
9783668420489
eBay Product ID (ePID)
238173424
Product Key Features
Publication Name
Brand Management. Measuring the Brand Equity of Decathlon in Portugal
Format
Paperback
Language
English
Subject
Management
Publication Year
2017
Type
Textbook
Number of Pages
44 Pages
Dimensions
Item Height
210mm
Item Width
148mm
Item Weight
68g
Additional Product Features
Item description from the seller
Business seller information
Charlies Chapters Ltd
Charles Sword
81 Balmoral Drive
SOUTHPORT
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United Kingdom
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