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The Resource Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry, Jacques Schoombee, Geoff Bick

Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry, Jacques Schoombee, Geoff Bick

Label
Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry
Title
Reebok rebrands
Title remainder
corporate and marketing strategies in the South African sporting goods industry
Statement of responsibility
Jacques Schoombee, Geoff Bick
Creator
Contributor
Author
Subject
Genre
Language
eng
Summary
This case examines the global and local strategies of Reebok to reposition itself as a fitness brand within the sporting industry. The case revolves around PJ Morilee, Reebok South Africa's brand manager, and his efforts to increase Reebok's brand equity which is measured by a monthly NPS score. Having previously worked for Adidas, PJ received the opportunity of re-establishing Reebok in the South African market. PJ believes the strategic and marketing activities should focus on the brand being authentic and credible as this will lead to an increased NPS score, and with it, the brand will grow.The acquisition of Reebok by the Adidas Group in 2006 caused a ripple effect within Reebok. The corporate strategy changed from being a sporting brand competing against the likes of Nike, Puma and Adidas themselves, to being a subsidiary of the Adidas Group focussing on the specialised fitness segment. This affected the brand from a local perspective and it was PJ's responsibility to ensure the local marketing activities represented the global vision of the company
Member of
Cataloging source
CaToSAGE
http://library.link/vocab/creatorName
Schoombee, Jacques
Dewey number
658.827
Illustrations
illustrations
Index
no index present
LC call number
HF5415.1255
LC item number
.S36 2018
Literary form
non fiction
Nature of contents
  • dictionaries
  • bibliography
http://library.link/vocab/relatedWorkOrContributorName
Bick, Geoff
Series statement
SAGE Knowledge. Cases
http://library.link/vocab/subjectName
  • Morilee, P. J
  • Branding (Marketing)
  • Sporting goods industry
  • Sporting goods industry
  • Reebok International Ltd.
Target audience
specialized
Label
Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry, Jacques Schoombee, Geoff Bick
Instantiates
Publication
Note
  • Originally Published InSchoombee, J., & Bick, G. (2018). Reebok rebrands: Corporate and marketing strategies in the South African sporting goods industry. 2018-13. Cape Town, South Africa: Graduate School of Business, University of Cape Town
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000005684
Extent
1 online resource
Form of item
online
Isbn
9781526490742
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote
Label
Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry, Jacques Schoombee, Geoff Bick
Publication
Note
  • Originally Published InSchoombee, J., & Bick, G. (2018). Reebok rebrands: Corporate and marketing strategies in the South African sporting goods industry. 2018-13. Cape Town, South Africa: Graduate School of Business, University of Cape Town
  • 2Teacher Notes for Sage Business Cases are available for academic staff. Contact the Liaison Librarian for Business and Management for details3
Bibliography note
Includes bibliographical references and index
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Content category
text
Content type code
  • txt
Content type MARC source
rdacontent
Control code
SAGE000005684
Extent
1 online resource
Form of item
online
Isbn
9781526490742
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Other physical details
illustrations.
Specific material designation
remote

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