Individual Portfolio Essay Example | Topics and Well Written Essays - 3000 words

Individual Portfolio - Essay Example capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012, p. 97). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market. The relationship is supposed to exist between the brand salience and the final resonance that the consumers have in their minds. The objectives of every process above are; creation of active loyalty, rational emotional connections and a deep set brand awareness. To therefore measure the sources of brand equity, the management team especially the brand managers must take into account the facts that they must be aware of how consumers shop and use their products and the actual knowledge that the customers have on these products (Aaker, 2003, p. 253). Adidas AG has extensively used the theorized procedures above to create relevance of their brands in the market with keen awareness that they face stiff competition from other companies like Puma and Nike. The company understands that creation of an attachment to its products by the customers is a procedure. The symbol below represents the company logo that represents the brand imagery as indicated on the logo model above. The image appears on all the brands produces by the company. The three stripes are the ultimate identity of the company. Apparently the company ventures into production of sports attire and facilities. When the customers use these, there is a sense of cohesion between the product and the customer. A theoretical perspective of this issue brings to mind two ways of capturing the customer mindsets; through qualitative and quantitative ways. Adidas Company has used both qualitative and quantitative techniques as sources of measuring their brand equity. For instance, taking the example of the product below, the customer is supposed to be able to create an association