A Comparative Study of the Perceived Brand Image, Cultural Dimension Evident In Advertisements, and Annual Sales of Nike and Adidas

Abstract

The research was intended to compare Nike with Adidas in terms of cultural dimensions in advertisements, customers’ perceptions of its brand image and performance. Using a descriptive research design the study used the survey method, to determine the perceptions of 100 customers regarding the brand image, and textual analysis for selected advertisements of both brands from the period of2007-2008. The textual analysis was done using the three cultural dimensions of Hofstede that can be related to consumer behavior. The annual sales was determined from the financial statements filed by the companies of the brands to the SEC. Commercials that were selected for Nike featured a variety of endorsers while Adidas featured a common central ideawhich was about being part of a team. It was concluded that the Nike and Adidas have similarities and differences in terms of three aspects: In terms of brand image, based on the perception of the customers of both brands, Nike has a sensory brand image as compared to Adidas which has a social brand image. In the cultural dimensions evident in advertisements, collectivism vs. individualism was evident in the commercials of Nike and Adidas. But Nike has focused more on the individualism aspect while Adidas concentrated on the collectivism side. Based on annual sales, Nike has performed better than Adidas in terms of selling more products. The researcher recommend that further studies could opt to consider the regional socioeconomic conditions and the different marketing strategies used by a brand that could also affect its performance.