INTRODUCTION

Reebok is an American-inspired, global brand that creates and markets sports and lifestyle products built upon a strong heritage and authenticity in sports, fitness and women’s categories. The brand is committed to designing products and marketing programs that reflect creativity and the desire to constantly challenge the status quo.

REEBOK'S VISIONFulfilling Potential 

Reebok is dedicated to providing each and every athlete - from professional athletes to recreational runners to kids on the playground - with the opportunity, the products, and the inspiration to achieve what they are capable of. We all have the potential to do great things. As a brand, Reebok has the unique opportunity to help consumers, athletes and artists, partners and employees fulfill their true potential and reach heights they may have thought un-reachable.

REEBOK'S MISSIONAlways Challenge and Lead through Creativity

At Reebok, we see the world a little differently and throughout our history have made our mark when we’ve had the courage to challenge convention. Reebok creates products and marketing programs that reflect the brand’s unlimited creative potential.

REEBOK'S POSITIONINGCelebrate Individuality in Sport and Life

Reebok understands that people are, above all, unique. Reebok’s positioning reflects this; celebrating the distinct qualities that make people who they are - their unique points of view, their individual style and their remarkable talents and accomplishments. Reebok celebrates their individuality, their authenticity and the courage it takes to forge their own path to greatness. While some may call them crazy or eccentric, Reebok calls them visionary and original. 

REEBOK'S PURPOSETo Empower Global Youth to Fulfill their Potential 

Commitment to Corporate Responsibility is an important legacy and hallmark of the Reebok brand. For two decades, Human Rights, through the Reebok Human

Rights program, was the primary focus of this effort. Reebok has expanded on what had been built and created a Global Corporate Citizenship platform with a purpose for the brand that will help underprivileged, underserved youth around the world fulfill their potential and live healthy, active lives.

Visual and verbal identities

Name History - REEBOK,

Reebok International Limited :- is a British producer of athletic footwear, apparel, and accessories and is currently a subsidiary of Adidas. The name comes from the Afrikaans spelling of rhebok, a type of African antelope or gazelle. The company, founded in Bolton in 1895, was originally called J.W. FOSTER & SONS but was renamed Reebok in 1958. The company's founders, Joe and Jeff Foster, found the name in a dictionary won in a race by Joe Foster as a boy; the dictionary was a South African edition, hence the spelling.

Logo –

At the 50th anniversary of the brand name in 2008, Reebok returned its brand identity from Rbk to Reebok. While Rbk captured a moment in time for the brand, Reebok is timeless and reflects the company's heritage. The new design entails a new font that is modern, yet simple, and incorporates the face of the brand.

Symbol -

"Reebok rose to fame after they began making road shoes for road running athletes and street shoes for casual wear. The Reebok symbol is reminiscent of a dual

carriageway merging into a single carriageway with a road bridge running across it (which goes with the idea of roads and streets)" 

Tagline -

Tag lines give a brand the momentum it can only dream of, if it is used the right way. It is very important to develop a catchy corporate tagline in addition to a great corporate logo that will effectively communicate in one sentence what services or products the company sells.

Reebok Taglines Development

In 2008, Reebok joined hands with the celebrity Bipasha Basu to make fitness fun with Reebok. The Easytone campaign prompts people to “Ree-think” the definition of sport.

Reebok's challenger approach is to provide consumers with the choice to take the boredom out of working out. Running online, out-of-home, in-store, and in print, the campaign features fun, engaging taglines such as, "Less work, more play. Fitness is what you make of it. “Your Move" and "Confusing fitness with fun?

Some of the other Taglines of Reebok are:

June 2009 – “Have Fun While You Run”

Early 2008 – “Take the gym with you”

“Eye candy for your feet”

“Little Said, greatly Felt! ”

Current tagline is –

I AM ..WHAT ..I AM

Meaning - It provides a self empowering feeling, self confident, self accepting. The tagline describes the positive attitude towards everything. It explains the spirit to take things positively and face them as without changing our attitude.

SHOWROOMS -

Reebok showrooms are mostly found in malls, shopping centers. The interior of the Reebok showrooms is ideally suitable for a sports shop. They are well-arranged, well-managed & well-furnished. Reebok shops are unisex shops, though you get separate sections for males, females, kids, sports wears and gears.

Reebok has same interior pattern all over the India, from the main boards outside the shop to the trial rooms. Reebok use their brand color, i.e. BLUE and WHITE in all of their boards and almost in all the shops, the interiors are blue and white.

Employee Uniform –

Employee uniform of the workers in Reebok shop is dark blue and white jersey and employee can wear any type of trousers below it.

Uniform describes the brand colors, i.e. blue and white.

Advertising

Print Media Advertising -

Print Media Advertising consists of newspapers and Magazines. It also includes outdoor billboards, transit posters, the yellow pages, and direct mail.

Television Media -

In 2008, Reebok commercial of “Your Move” ad campaign featured celebrities like Bipasha Basu and Mahindra Singh Dhoni.

In 2007, global campaign of “Two People in One”, television commercials include Rahul Dravid.

Infomercial -

Infomercials are also known as direct response television (DRTV) commercials or direct response marketing.

The main objective in an infomercial is to create an impulse purchase, so that the consumer sees the presentation and then immediately buys the product through the advertised toll-free telephone number or website. Infomercials describe, display, and often demonstrate products and their features, and commonly have testimonials from consumers and industry professionals. Reebok arranges several infomercials in the sports based program.

Reebok first infomercial was in April 2001 for the Reebok Core Board, a stationary muscle training program. It was a 28-minute infomercial which demonstrated the system, including the workout regimens, user testimonials and the system functions.

Internet Advertising -

Reebok.com sells the same products on their web site as they do in the stores, providing the users more ways of getting what they want. The prices of goods sold at Reebok.com are comparable to those sold by their retail partners, so as not to take away sales and revenues from their traditional channel partners.

PR Strategies

New Delhi: Sportswear major Reebok India is embarking on a new business strategy under a global strategy of its parent Adidas till 2015 even as investigations are on following its complaint against two former top executives in for an alleged Rs 870 crore fraud.

As part of the exercise, Reebok India Company is at present working with some of its key franchise partners to discuss the future relationship with them.

"We are committed to the Indian market and are in the process of developing a new business strategy for Reebok India as a part of our Route 2015 plan," Reebok India Company told PTI in an email response.

Reebok is preparing to launch a global brand strategy to position itself as the world’s primary fitness brand, and will feature sportsmen including Lewis Hamilton and cricketer MS Dhoni in a campaign to support the new direction.

The brand says the new strategy is designed to “change the way people perceive, define and experience fitness” and achieve Reebok’s ambition “to bring fitness to the world and be seen as the world’s fittest company”.

Reebok has identified the fitness sector as a “significant opportunity” and it hopes to “own this space” around the world.

The campaign, which includes a partnership with fitness programme CrossFit, will be launched in the UK in March at an event at Tower Bridge alongside Reebok’s “The Sport of Fitness has Arrived” campaign.

The TV, print, digital and outdoor campaign will focus on CrossFit, a fitness training regime that combines strength and conditioning in 30-minute group sessions. 

It will also feature sportsmen such as cricketer Gautam Gambhir, NFL stars Chad Ochocinco and Roddy White and NBA star John Wall.

Experiential activity will see the brand launch pop-up CrossFit gyms in shipping containers located in iconic places around the world such as London Bridge and the Empire State building.

Reebok president Uli Becker says: “There is a shift happening today in the fitness world that is born from the idea that fitness can be a sport - with all the elements that we love about traditional sports.”

CrossFit claims to be one of the fastest growing fitness movements in the country and is used in gyms as well as police and military training academies and by athletes. 

Fitness activities in the scheme include weightlifting, sprinting, gymnastics, power lifting, kettlebell training, plyometrics, rowing, and medicine ball training.

Reebok, which is part of the Adidas Group, is also launching internal initiatives to encourage employees to get fit via CrossFit and be more productive.

Report

Reebok is committed to make fitness fun – challenging men and women to fulfill their potential in sport and in life by providing them with the opportunity, the products and the inspiration to have fun staying in shape

The company uses various promotional tools to bring awareness among its customers. It offers discounts, vouchers, coupons and custom made sneakers on their products. Apart from this, there are celebrity endorsements, road shows, sponsorship events, television commercials, print ads, billboards, alliance events.

The company is currently in mess now because of the scam which came up about 870 crore. Sportswear major Reebok India is embarking on a new business strategy under a global strategy of its parent Adidas till 2015 even as investigations are on following its complaint against two former top executives in for an alleged Rs 870 crore fraud.

They are now featuring sportsmen like Lewis Hamilton and cricketer MS Dhoni in a campaign to support the new direction.

Chaitanya Naik

T.Y.B.M.M.

Roll No : 71

Brand Building - Hemant Sir

Brand taken –