Differentiating Brands

Differentiating Brands

Introduction

Since the advent of capitalism and the increase in competition in various fields, all the organizations have been trying there extreme best to produce the best product and get the most loyal customers. The competition gets more and more tough as the organizations continue to grow, and now most of the international organizations have joined the race, trying to be the best in the field and working on methods to beat their local as well as international competitors (Dahlen, Lange and Smith, 2009).

Various tactics are adopted in an attempt to beat the competitors, including the introduction of new and exclusive products and services and the continuous improvement in the quality of goods and services available (Rossiter and Bellman, 2005). The following paragraphs present analysis of a leading sports brand Under Armor, its marketing techniques and the competition with other brands of the same potential and the similar products.

Discussion

Under Armor

Under Armor is a leading company, specializing in sports good and sportswear and presenting a wide range to choose from. The products are available in different qualities and prices, in order to cater to all the costumers and the brand is also used by the professional athletes, thus adding to the prestige of the brand name.

The product highlight for this assignment is the running wear produced by Under Armor, of the running shoes, that are also being produced by all of its major competitors, including Nike, Reebok and Adidias. All the four brands claim producing the best product in the market and have been adopting various tactics to get their share in the market and leave the competitors behind.

Under Armor has produced high quality and keenly designed running shoes, with bottom specially designed to provide better grip to the runner and thus avoid any injury due to fall. The ...