branding strategies


Question Description


In essay #5, you will revisit and revise essay #4 by incorporating a scholarly article you locate via library databases. You will need to locate an article that discusses branding or marketing in a way that illuminates your analysis in last week’s essay. Then, you will determine how best to use this new information to revise your essay. There are a couple of ways (at least) to undertake this revision: You can use the new material to tweak your analysis of a brand; you can incorporate the new material as support (either argument or counter-argument) of your existing thesis; you may use the material to create a more engaging introduction or conclusion to your essay; or you can identify a branding or marketing effort that contrasts with your own analysis.

You should also make efforts to improve the analysis and evaluation you engaged in last week. Do not simply add an additional paragraph to your essay; instead, re-envision your work in order to make it more clear, precise, and persuasive.

What you are doing here goes beyond editing essay #4; you must transform and re-envision your writing to create a new academic argument for an audience of educated peers who are interested in better understanding branding and marketing practices.

When you hand in your essay, please craft a short description of the changes and transformations you made in revising essay #4 to create essay #5. (This can be a bulleted list if you would like.) Submit this description as either a second file or as a new page at the end of your essay file (after your Works Cited or References). Failure to submit this required information will result in a letter grade deduction from essay #5.

Guidelines for Essay #5

Length/Due Date: approximately 800-1,000 words, due Sunday midnight Central Standard Time (CST).

Style/Format: This, as all essays in EN106, should be formatted in a standard scholarly format. (Most students follow MLA or APA guidelines, which are outlined in Easy Writer.) No matter what format you follow, be sure to do the following:

  • Use 12 point, Times New Roman font, double-spaced.
  • Use 1-inch margins top, bottom, and sides.
  • Although no cover page is needed, you should include your name, my name, the course number/title, and date at the upper left-hand corner of the manuscript.

Research & Documentation: Your essay must include formal references to all sources: Klein, Satel and Lilienfeld and whatever additional sources you locate via research. Use your skills of quotation, paraphrase, and summary to incorporate these writers' perspectives, and be sure to provide in-text citations using a standard scholarly style, such as MLA or APA. And, of course, you must also provide appropriate documentation for any other sources you cite.

File format: Please submit your essay as a .doc, .docx, or .pdf file. These formats are available in most word processors, including Google Docs and Open Office, and will ensure that your instructor is able to comment on your work.

Works Cited/References: Your essay should include an appropriate bibliography, with an entry for each individual source you reference in the body of the essay.

Titles: Include a descriptive title at the beginning of your essay that tips your readers off to your thesis. Do not format your title with quotation marks, boldface, underlining or italics. Quotation marks or underlining are only appropriate if the title borrows words from another source.

Unformatted Attachment Preview

Barker 1 Student’s Name Professor’s Name Topic Date Brand Marketing Conversation Reebok has been a dominant sports brand in not only in the Indian market but has also been a force to reckon in the world sportswear market. The main competitors of Reebok, Nike, and Adidas have not matched its success in the Indian market. The main marketing advantage of Reebok is that it has a clear understanding of the Indian sportswear consumer very well in such a way that it has been able to grow alongside its consumers. The company has incorporated this strategy alongside the pricing market strategy to enjoy past and current brand success. For instance, when the company launched its products in India, it understood the consumer needs to be a global footwear brand, which the company delivered at an affordable price. Reebok has enjoyed brand success, courtesy of its ubiquitous retail chain (Walvis 178). For instance, with sports becoming fashion today, the RS 2000 to RS 4000 brand segment has provided the bulk of sales, when compared to three years ago when the bulk sales would be from the RS 1000 to RS 2000 marketing brand segment. Reebok has adopted a marketing strategy that aims at reaching all local consumers from wherever they are, through opening of multiple stores, retails and brand outlets, to popularize the brand all over the market segment. The company retails its products from about 750 exclusive Barker 2 retail stores, in addition to almost two thousand multi-brand retail outlets. The company has continuously been adding a new store each week and has set a target of opening a new store in every 72 hours, as a strategy for popularizing the brand across the Indian market segment. Reebok has largely invested in the marketing infrastructure field to gain a competitive edge over its rivals (Morgan 129). The company has created a uniform retail ambience in each of the exclusive stores. A functional strategy that proved instrumental and critical in assisting the company to establish itself early in India was the manufacture of shoes with a broader forefoot which is in accordance to the test and preference of the Indian consumer. This gave consumers a different product dimension because it contrasted to the shoes of competitors which had a narrower forefoot. Reebok has strived to vibe with the consumers for its range of wear as well, which contributes to about 45 percent of the total reebok turnover. Lately, Reebok has pulled a new brand of NBA-NFL T-shirts which are selling in bulk in all the retail stores as a result of the consumer demand for the American fashion wear. The Reebok brand is growing stronger each day. the company has ventured into investments of establishing a strong brand as a way of securing future Reebok sales and business. Consumer choices tend to soar with increase in product commoditization, hence product branding will offer the critical differentiation to break via the clutter. Fitness largely drives the current lifestyles, and Reebok has undoubtedly established itself as the fitness enabler in India. The company therefore adopts a branding strategy that identifies its products with consumer needs, such that the products provided fully satisfy consumer needs. The vision and goal of Reebok, which is to inspire Indians in general to live a fit lifestyle are in line with the branding strategy of the company. In a bid to reinforce its status as a premium lifestyle and sports brand, Barker 3 Reebok seeks to significantly increase and improve their products by offering high and medium prices to improve growth in average selling prices (Kay 748). Despite risking a slow short-term line development, Reebok believes that the approach will enable them to establish a strong basis for future growth in revenue and profitability. This new pricing strategy adopted by Reebok will lead to competition between Adidas brand, specifically at the point of mid-level price. However, Reebok prevents cannibalization by differentiating both brands through communication of different brand messages aimed at different types of consumers. The merging with Adidas does not prevent reebok from executing its old branding strategy, focusing on fitness lifestyles and training, as a strategy of establishing itself as a premium brand in the fitness and training lifestyle. Based on its heritage and roots in training or fitness, customer insights and the company’s positioning with the Adidas brand, Reebok has established a clear roadmap for steering its key business ahead including reviving classics, women’s fitness, and men’s sport/training challenge. Contrary to other rivaling brands, Reebok brand is committed to making fitness enjoyable again, by challenging men and women to fulfill their life and sports potential through providing an opportunity to them through products which inspire them to stay fit and have fun (Hoefflern 78). Reebok has also adopted a brand promotion strategy by tying prominent sportsperson in the country under contracts and advertisement agreements. The company has sponsored prominent stars in cricket, tennis, and motor racing sports, as a way of popularizing its brand in India. For the last few years, Reebok has been very wisely playing its branding strategy by segmenting its markets precisely and then promoting their brand in that particular segment. The Barker 4 company has for instance identified women’s children’s and men’s segment which it manufactures specific products for each of the market segments. This is a production strategy according to Klein and Lilienfeld that companies have now shifted to produce product brands instead of the actual products (Lilienfeld 129). On the basis of pricing, the company has been offering different product prices for the specifically targeted segments. There are many strategic channels with which Reebok has tied up in a bid to promote its brand by opening stores in not only urban but also rural areas. Although Adidas has acquired it, Reebok brand has grown at a good pace. The above branding strategy has been very successful in helping Reebok to become an already established brand in the sportswear market and can as well enter new market segments by leveraging its brand. Barker 5 Work cited Hoeffler, Steve, and Kevin Lane Keller. "Building brand equity through corporate societal marketing." Journal of Public Policy & Marketing 21.1 (2002): 78-89. Kay, Mark J. "Strong brands and corporate brands." European Journal of Marketing 40.7/8 (2006): 742-760. Lilienfeld, Scott O. "The Research Domain Criteria (RDoC): An analysis of methodological and conceptual challenges." Behaviour research and therapy 62 (2014): 129-139. Morgan, Neil A., and Lopo L. Rego. "Brand portfolio strategy and firm performance." Journal of Marketing 73.1 (2009): 59-74. Walvis, Tjaco H. "Three laws of branding: Neuroscientific foundations of effective brand building." Journal of Brand Management 16.3 (2008): 176-194. ...
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Tutor Answer

School: UT Austin


Name 1
Instructors name
Course Title
Institution Affiliation
Branding strategies by Reebok
Reebok has become recognized in India due to a number of branding and other
marketing strategies. The company has capitalized on product innovation in order to provide
what the Indian consumers require. Product innovation impacts the size of the market, the
growth of the company, and also its prosperity. According to Hamid et al., the lack of success
by many companies is caused by the fear to take risks and introduce new innovative products
because of the fear of low market uptake (6). The Reebok decision to introduce new design
footwear in the Indian market was a form of product innovation. By conducting a market
research first they were aware that shoes that had broad forefoot would be preferable to the
Indian consumers. This new product was able to succeed because it was best suited for the
available market.
Product innovation improves the competitiveness of the product in the market. The
innovated products have a competitive edge that is unmatched by the rest of the competition.
Reebok's renovated products have been able to win in a market that has competitors such as
Nike, Addidas, and other small brands. The introduction of branded NFL and NBA T-shirts is
also another form of product innovation adopted by Reebok. The manufacturer recognized
the dema...

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