Reference no: EM131299390
It is clear that all large brands have resemblances and distinctions in their positioning strategies. Ries and Trout (1980) that the most popular brands capture a distinct image in the customer's mind.
Urdeand Koch (2014) defend that positioning could bemarket-oriented or brand-oriented, based on an outside-in approach for market-oriented positioning which considers brand image as its point of departure and brand-oriented positioning as an inside-out approach that credits brand identityas its point of departure.
What approaches from the above, closely match the positioning strategy that Adidas uses?
References:
Ries, A., and Trout, J, (1980) ‘Positioning the Battle for Your Mind', New York: McGraw-Hill Book Company.
Urde, M., & C. Koch, (2014) 'Market and brand-oriented schools of positioning', Journal Of Product & Brand Management, 23(7), pp. 478-491.
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