This dissertation studies the impact of brand logos on brand equity exemplified by Adidas, one of the leaders in the global sportswear market. This research examines whether and how the three Adidas logos - Trefoil, Performance Logo and Badge of Sport (BOS) - are perceived differently by consumers. Utilizing Keller’s Brand Equity Pyramid, this research assesses the influence of logos on various dimensions of brand equity and the potential moderating role of product categories. To answer these research questions, a pre-survey, in-depth interviews and a final survey were conducted. The final survey features an a/b test, which combined a typical product from one of two product categories with one of the three Adidas logos each. A statistical analysis revealed that logos did not significantly affect overall brand equity. However, the impact of logos differed across specific parts of the Brand Equity Pyramid. The BOS was consistently linked with more positive associations compared to the other two logos. No significant moderating effect of the product category was found, although some results differed across categories. Hypotheses from marketing literature were mostly rejected. Further research is needed, especially about the impact of actual logos from well-known brands. This dissertation contributes to both academic literature and marketing practice. The results appear to be particularly relevant to Adidas, as it apparently re-structures its brand architecture in 2024, changed its logo approach for a high-profile launch in August 2024 and phased out the BOS in contrast to positive results from this research.
Date of Award | 17 Oct 2024 |
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Original language | English |
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Awarding Institution | - Universidade Católica Portuguesa
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Supervisor | Paulo Romeiro (Supervisor) |
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- Adidas
- Brand logo
- Brand equity
- Product category
- Mestrado em Gestão e Administração de Empresas
Three stripes, three logos: a consumer centric study of Adidas’s brand logos and their impact on brand equity
Scheble, C. (Student). 17 Oct 2024
Student thesis: Master's Thesis