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. Attached Files Name Description MIMEType Size Downloads 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 1742-5379 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 Persistent URL http://hdl.handle.net/10536/DRO/DU:30045413 Document type: Journal Article Collections: Faculty of Business and Law Deakin Business School Related Links Link Description Connect to published version (restricted access) Go to link with your DU access privileges     Unless expressly stated otherwise, the copyright for items in DRO is owned by the author, with all rights reserved. Versions Version Filter Type Fri, 18 May 2012, 11:11:09 EST Fri, 18 May 2012, 12:01:56 EST Mon, 21 May 2012, 12:48:02 EST Mon, 21 May 2012, 12:50:52 EST Tue, 22 May 2012, 08:49:07 EST Fri, 13 Jun 2014, 14:11:17 EST Tue, 02 May 2017, 09:51:10 EST Sat, 29 Aug 2020, 02:36:52 EST Filtered Full Citation counts:   Cited 3 times in TR Web of Science Cited 12 times in Scopus Search Google Scholar Access Statistics: 470 Abstract Views, 2 File Downloads  -  Detailed Statistics Created: Fri, 18 May 2012, 11:10:52 EST by Aysun Alpyurek

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