The paper "How Under Armour Market’ s Its Brand" is a great example of a marketing case study. In order for a marketing program to have a noteworthy impact, its customers need to be exposed to it, give it some attention, and perceive it. Consumers necessitate a basic level of focus to perceive a stimulus, which then culminates in the customers’ preference for a certain brand over another. Different approaches have been applied by Under Armour to ensure it is well perceived by its customers. The Under Armour emblem (an interlocking A and U) is progressively in the consumer’ s domain as the firm continues to gain more attention on and off the sports market.
Established by Kevin Plank in 1996, a previous member of Maryland’ s University football team, Under Armour designs gear and apparel to enable its athletes to feel and exploit their greatest potential in any type of weather, on the track or in sports events (Kraft & Lee 2009, pg. 112). This paper explains how Under Armour gets attention from its customers. The company does this by ensuring that its brand is personally relevant, easy to process and surprising, the use of subjective and objective understanding through sponsoring up-and-rising athletes, and ensuring that its consumers can openly see diverse models including its mission and assurance on its website. What Under Armour Is Doing To Ensure Its Brand Is Personally Appropriate, Easy To Process, and Surprising One of Under Armour’ s early challenges was selling with its little-known brand name.
Another challenge experienced by the company was that numerous of its initial products comprising undershirts, which absorb away moisture were not very visible to its target consumers (Tybout & Carpenter 2001, pg.
74). In dissimilarity, the logos of rival brands were often prominent and visible on athletic caps, shoes, and shirts. Therefore, the company originally placed itself as “ a product for the next generation of athletes” (Rosenau & Wilson 2014, pg. 17). While Nike was supporting well-known and recognized athletes, the sponsorships of Under Armour’ s went for up-and-rising athletes known for their commitment and athleticism. Its original endorsement pact was with a Dallas Cowboys football athlete from Maryland University contributed to the growth of this company.
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