Strategic brand management is employed by organizations to maximize long-term growth and profitability. Nowhere is brand management more important than in the highly competitive athletic footwear industry. Given the wide variety of athletic footwear available, shoppers often rely on brand names to assist in their purchase decision. Industry research suggests 50% of shoppers shop with a brand name in mind (Silverman, 1998). Thus, it is imperative that athletic footwear manufacturers cultivate awareness and strong associations with their brands if they are to ensure long-term success.
To date, analyses of the athletic footwear industry (e.g. Katz, 1994; Strasser & Becklund, 1993) have focused on industry leaders, such as Nike, Reebok, and Adidas. In contrast, this study highlights the brand management of a successful niche competitor in athletic footwear, New Balance Athletic Shoe, Inc. In an industry experiencing a leveling of growth, New Balance revenues have increased 150% during......
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Approximate Word Count: 362
Approximate Pages: 2 (260 words per double-spaced page) |