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, doi: 10.1504/IJEV.2012.044817.

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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
DOI 10.1504/IJEV.2012.044817
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
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Document type: Journal Article
Collections: Faculty of Business and Law
Deakin Business School
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Created: Fri, 18 May 2012, 11:10:52 EST by Aysun Alpyurek

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