Contents

• Executive summary
• Introduction
• Brief history
• PUMA as a brand
• Brand value
• Target market
• Product range
• Brand image
• Identity elements – colour
• Puma’s logo
• Puma’s style
• Big Five by Jennifer Aaker
• Brand Endorsements
• Brand Effectiveness
• Key Brand Effectiveness Metrics
• Brand Personality
• Strengths and Weaknesses
• Model – Elliot. R – Building a Band in Mind Space
• Company’s Situation
• Recommendation
• References

Description

This is an individual assignment based on the selection of one particular brand which illustrates its strengths and weakness with a view to determining its effectiveness. The report demonstrates brand value, the intended target market, product range and brand’s image with the realistic information collected from different sites and books. Puma has been selected as a brand, which is famous for its quality, innovation, colours and reputation. Desk research technique is applied for collecting the information which saves the time, cheap and gives large amount of information. The report also contains information regarding the brand situation. No doubt the recession hits the business but Puma is doing well, and based upon the research the revenue is more as compared to the competitors. It is very important for the companies to maintain the reputation in this competitive market. Finally the report is supported with the recommendations which are useful for the further improvements.