Evaluating Under Armour’s Customer-Based Brand Equity (CBBE)
College
College of Business Administration
Department
Management & Marketing
Faculty Mentor
Dr. Hemant Patwardhan
Abstract
Under Armour® is one of the world’s leading athletic brands, with sales of $1.2 billion in the U.S. and over $4 billion worldwide. It was named one of the World’s Most Valuable Sports Brands of 2014 by Forbes. The brand has achieved international recognition in the past decade for its success among other global competitors like Nike® and Adidas®. The purpose of this research is to analyze the Under Armour brand under its various dimensions and evaluate its equity. Various models for evaluating brand equity are discussed. The models determine value based on either concrete factors of the brand, as in Aaker’s model, or more abstract, image-based characteristics as in the models of Keller and Kapferer. Brand equity models from reputed industry organizations like Interbrand, Forbes and Millward Brown are also discussed. The models that source equity from the abstract characteristics rely on consumer perception rather than physical, monetary value. After researching various models, it was decided to follow Keller’s CBBE model to evaluate Under Armour’s equity, as Keller’s emphasis of the role of the consumer in the brand’s equity makes the model the most accurate in addition to the most sustainable. A quantitative survey was then designed and administered online to a sample of Under Armour’s target market. Results are analyzed according to the four components of CBBE: Identity, Image, Response, and Relationships. Appropriate recommendations for the brand follow.
Course Assignment
Research in Business Administration, BADM 595, Hemant Patwardhan
Start Date
22-4-2016 1:25 PM
End Date
22-4-2016 1:40 PM
Evaluating Under Armour’s Customer-Based Brand Equity (CBBE)
West Center,Room 217
Under Armour® is one of the world’s leading athletic brands, with sales of $1.2 billion in the U.S. and over $4 billion worldwide. It was named one of the World’s Most Valuable Sports Brands of 2014 by Forbes. The brand has achieved international recognition in the past decade for its success among other global competitors like Nike® and Adidas®. The purpose of this research is to analyze the Under Armour brand under its various dimensions and evaluate its equity. Various models for evaluating brand equity are discussed. The models determine value based on either concrete factors of the brand, as in Aaker’s model, or more abstract, image-based characteristics as in the models of Keller and Kapferer. Brand equity models from reputed industry organizations like Interbrand, Forbes and Millward Brown are also discussed. The models that source equity from the abstract characteristics rely on consumer perception rather than physical, monetary value. After researching various models, it was decided to follow Keller’s CBBE model to evaluate Under Armour’s equity, as Keller’s emphasis of the role of the consumer in the brand’s equity makes the model the most accurate in addition to the most sustainable. A quantitative survey was then designed and administered online to a sample of Under Armour’s target market. Results are analyzed according to the four components of CBBE: Identity, Image, Response, and Relationships. Appropriate recommendations for the brand follow.
