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

journal contribution
posted on 2012-01-01, 00:00 authored by K Miloch, J Lee, P Kraft, Vanessa Ratten
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.

History

Journal

International journal of entrepreneurial venturing

Volume

4

Issue

1

Pagination

42 - 57

Publisher

Inderscience

Location

London, England

ISSN

1742-5360

eISSN

1742-5379

Language

eng

Publication classification

C1 Refereed article in a scholarly journal

Copyright notice

2012, Inderscience Entreprises