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Marketing : Positioning And Brand Loyalty.edited


Running head: POSITIONING AND BRAND LOYALTYPositioning and Brand
Under Armour, and AdidasIntroductionProduct positioning is an
essential aspect of the marketing plan. It the process by
whichmarketers determine how to communicate the attributes of the
product to their loyal and targetconsumers based on the customer
needs available channels of communication, competitivepressures,
and carefully formulated vital messages. Brand loyalty, on the
other hand, is definedas the tendency of customers to purchase a
product over others consistently (Camilleri, 2018).Product
positioning is linked to brand loyalty; in that, effective
positioning strategies increasebrand loyalty. Notably, this
analysis discusses the brand positioning of Nike, Adidas, and
UnderArmour and offer some insights on how to better improve their
brand loyalty.Product SummaryNikeNike is an American manufacturer
and supplier of a wide range of apparel, sportsequipment, and
athletic shoes. The “Swoosh” logo and the “Just do it slogan” are
some of thefeatures which make Nike an incredibly popular brand
across the world. By 2018, Nike was theleading manufacturer and
supplier of global apparel with a market value estimated to be
around $28 billion (Alam et al., 2019). Looking at these figures,
and also considering the level ofcompetition in the industry, it is
notable that Nike is an incredibly popular brand, and it musthave

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