Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry

Resource Information

The work Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry represents a distinct intellectual or artistic creation found in University of Liverpool. This resource is a combination of several types including: Work, Language Material, Books.

Label

Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry

Title remainder

corporate and marketing strategies in the South African sporting goods industry

Statement of responsibility

Jacques Schoombee, Geoff Bick

Creator

• Schoombee, Jacques

Contributor

• Bick, Geoff

Author

• Bick, Geoff
• Schoombee, Jacques

Subject

• Sporting goods industry -- Marketing -- Case studies
• Sporting goods industry -- South Africa -- Case studies
• Branding (Marketing) -- South Africa -- Case studies
• Morilee, P. J
• Reebok International Ltd. -- Case studies

Genre

• Case studies

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

• Online access with purchase: SAGE business cases 2019 annual collection
• SAGE Knowledge. Cases

Cataloging source

CaToSAGE

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

Series statement

SAGE Knowledge. Cases

Target audience

specialized