期刊
INTERNATIONAL JOURNAL OF ENTREPRENEURIAL VENTURING
卷 4, 期 1, 页码 42-57出版社
INDERSCIENCE ENTERPRISES LTD
DOI: 10.1504/IJEV.2012.044817
关键词
brand development; brand strategy; consumer relations; sport entrepreneurship; performance apparel; brand vision
类别
Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a dominant presence in the sport performance apparel market as a newcomer in its product category. It established strong brand equity among consumers through its messaging and authentic relationship with target consumers. Utilising marketing and brand management theories, this study analysed the entrepreneurial strategies implemented by Under Armour in establishing the company's current positioning in the sport performance apparel marketplace. Using Aaker's (2005) strategic market management theory and Porter's (1980) competitive forces model as a framework, this study analysed the different marketing methods utilised to develop, maintain, and sustain the Under Armour brand.
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