Building the Puma Brand

Kotler and Keller state the brand as "giving brand power to products and services" (2009, 110 pages). Puma is an excellent global sportswear brand manufacturing high quality fashion footwear, apparel and accessories. In 1924, Rudolph Dassler founded the Puma brand in Germany and became a shoe manufacturer for athletics. Puma is a global company and a leader in the sportswear industry. In addition, Puma is committed to innovative design and design to produce high quality fashion sports products, so it has excellent brand equity.

Puma's mission is to become one of the world's most desirable sports brands. Brand strategy is based on three foundations of brand identity, marketing, and product. The brand identity defines PUMA as a brand that combines the influences of sports, lifestyle, and fashion well. With ongoing investment in communication, product design and marketing, PUMA can strengthen the brand's position, strengthen the image in key markets, and further enhance the impact on the target consumer's brand . The fusion of these three elements makes PUMA a reality

Changing the position of the brand and building a new brand image is the key to Puma's success. By 2003, the company was very popular. International celebrities are proud of wearing Puma products. Puma products are exhibited in luxury boutiques alongside other luxury brands such as Gucci and Prada. Puma can choose a charismatic personality and extend the awareness of the brand, consciousness, and consciousness that is needed. Puma also has the fun and uniqueness of using Puma products when participating in sports and because of the lack of resources to tell companies how to customize their products to understand customer needs , Companies need to learn how to sell their products by using their own products.