Click clack : examining the strategic and entrepreneurial brand vision of Under Armour

Click clack : examining the strategic and entrepreneurial brand vision of Under Armour

Miloch, Kimberly S., Lee, Jason, Kraft, Patrick M. and Ratten, Vanessa 2012, Click clack : examining the strategic and entrepreneurial brand vision of Under Armour, International journal of entrepreneurial venturing, vol. 4, no. 1, pp. 42-57.

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Title	Click clack : examining the strategic and entrepreneurial brand vision of Under Armour
Author(s)	Miloch, Kimberly S. Lee, Jason Kraft, Patrick M. Ratten, Vanessa
Journal name	International journal of entrepreneurial venturing
Volume number	4
Issue number	1
Start page	42
End page	57
Total pages	16
Publisher	Inderscience
Place of publication	London, England
Publication date	2012
ISSN	1742-5360
Keyword(s)	brand development brand strategy consumer relations sport entrepreneurship performance apparel brand vision sports brands sport branding entrepreneurial venturing sports apparel sport marketing.
Summary	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.
Language	eng
Field of Research	150304 Entrepreneurship
Socio Economic Objective	970115 Expanding Knowledge in Commerce, Management, Tourism and Services
HERDC Research category	C1 Refereed article in a scholarly journal
Copyright notice	©2012, Inderscience Entreprises
Persistent URL	http://hdl.handle.net/10536/DRO/DU:30045413

Document type:	Journal Article
Collections:	Faculty of Business and Law Deakin Graduate School of Business

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Created:	Fri, 18 May 2012, 11:10:52 EST by Aysun Alpyurek

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