Nike & UA 品牌策略及效益分析

Abstract

近年來世界各地的運動風氣越來越盛行,一般民眾也開始注意自己的體態健康,從瑜珈有氧、單車環島到不同的主題路跑,運動品牌逐漸融入我們的生活,以往 Nike & Adidas 佔據了絕大多數的版面,積極贊助運動賽事、休閒創意的產品設計,加上球星的代言,很自然的讓消費者買單,殊不知 Under Armour 迅速竄起,於 2014 年超越 Adidas 成為美國第二大運動品牌,主打排汗舒適的機能衣,強調截然不同的價值主張,營造所謂的專業運動,亦即訓練中的成功,因此本研究想瞭解消費者對 Nike & UA 的品牌印象,針對年輕族群(19~35歲)發放問卷,並在各項構面提出問題,再透過統計軟體的分析,進而驗證兩者在品牌的經營與溝通是否有達到預期的成效。

Recently, it becomes more popular that general public starts to exercise all over the world. That is, people try to care about their physical condition and keep in good shapes. From Yoga, bicycling to marathon, people participates in different kinds of sports, which are usually related to international brands, Nike & Adidas. These famous brands sponsor athletic competitions, design innovative products and cooperate with promising players to strengthen their brand images. By doing so, most people would think about Nike & Adidas when purchasing merchandises for exercise. Nonetheless, Under Armour has caught fire since 2014. It surpassed Adidas in the U.S. Besides, UA focuses on its value proposition, which is “I will”. The brand looks forward to establishing professional sport instead of having fun. As a consequence, my thesis would like to realize their brand image (Nike & UA) from consumers. With several conversations and more than 100 questionnaires, I could analyze my result through SPSS. After that, you can distinguish their brand values and strategies from each other.