Evaluation of brand strategy
Under Armour’s “I will what I want” campaign aimed at appealing to female to pursue their dreams bravely, ignoring the denying and judgement of the public, motivating female customers’ potential enthusiasm and aspiration on sport from the perspective of psychology. According to Brader, (2006), female consumers’ demand on sports products is mainly in the mental and spiritual level. Thus, the application of celebrity endorsement or ESP marketing theory in the advertising campaign can influence the female audience 's brand awareness and purchase behaviour (Xiao-long and Liu, 2005). Besides, the campaign employs positive and inspirational elements to convey the sportsmanship of persistence and never yielding, reinforcing …show more content…
In the previous marketing strategy and advertising campaign, facing situation that the sportswear market which has been partitioned by sports brand giants, the strategy of Under Armour to enter the market is differentiated marketing which is to create a new product category to avoid competing with big brands directly. Therefore, with professional for brand positioning, Under Armour produced and launched high-performance skintight sportswear and the advertising campaign is given priority to show the strength of muscle and masculine of man. However, the market segmentation also make it lost female’s market occupying the half of sports apparel market. In 2007, Under Armour targeted female sports apparel market and developed a marketing campaign named “team girl” (SportsBusinessDaily, 2007), yet, due to the design of the products just simply “shrink it and pink it”, Under Armour did not gain a place in the women’s sportswear in the market. In 2013,Under Armour re-launch on women’s apparel market. By using new media technology, Under Armour launched a digital marketing campaign named “What 's Beautiful” which is aiming at the female audience. this is an online fitness game, and audiences can participate in it by setting up fitness goals and share them in social media platform, which laid a foundation of audience for the success of “I will what I want”
Under Armour’s “I will what I want” campaign aimed at appealing to female to pursue their dreams bravely, ignoring the denying and judgement of the public, motivating female customers’ potential enthusiasm and aspiration on sport from the perspective of psychology. According to Brader, (2006), female consumers’ demand on sports products is mainly in the mental and spiritual level. Thus, the application of celebrity endorsement or ESP marketing theory in the advertising campaign can influence the female audience 's brand awareness and purchase behaviour (Xiao-long and Liu, 2005). Besides, the campaign employs positive and inspirational elements to convey the sportsmanship of persistence and never yielding, reinforcing …show more content…
In the previous marketing strategy and advertising campaign, facing situation that the sportswear market which has been partitioned by sports brand giants, the strategy of Under Armour to enter the market is differentiated marketing which is to create a new product category to avoid competing with big brands directly. Therefore, with professional for brand positioning, Under Armour produced and launched high-performance skintight sportswear and the advertising campaign is given priority to show the strength of muscle and masculine of man. However, the market segmentation also make it lost female’s market occupying the half of sports apparel market. In 2007, Under Armour targeted female sports apparel market and developed a marketing campaign named “team girl” (SportsBusinessDaily, 2007), yet, due to the design of the products just simply “shrink it and pink it”, Under Armour did not gain a place in the women’s sportswear in the market. In 2013,Under Armour re-launch on women’s apparel market. By using new media technology, Under Armour launched a digital marketing campaign named “What 's Beautiful” which is aiming at the female audience. this is an online fitness game, and audiences can participate in it by setting up fitness goals and share them in social media platform, which laid a foundation of audience for the success of “I will what I want”