1. Research problem: How have Adidas used the instrument Branding, and which roll did it play in the competition between Adidas and Nike? Author: Karolina Tichá
2. Physical product Personality Culture Self image Reflection Relation Brand Identity Prism - Nike Sports and fitness Like Jordan, Woods… American Just do It! Cool ” Athlete” Aggressive, Provocative, In-your-face Sponsorship, Ethics
3. Physical product Sports and fitness Personality Traditional, Conser- vative, Collective Culture European Traditional Self-Image Relates more to competing than to winning Reflection True sportsmanship Strong work ethic A good team player Relation Quality and Heritage Brand Identity Prism - Adidas
