Title Reebok rebrands : corporate and marketing strategies in the South African sporting goods industry / Jacques Schoombee, Geoff Bick

Published London : Graduate School of Business, University of Cape Town, 2018

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Description 1 online resource : illustrations Series SAGE Knowledge. Cases SAGE Knowledge. Cases Summary This case examines the global and local strategies of Reebok to reposition itself as a fitness brand within the sporting industry. The case revolves around PJ Morilee, Reebok South Africa's brand manager, and his efforts to increase Reebok's brand equity which is measured by a monthly NPS score. Having previously worked for Adidas, PJ received the opportunity of re-establishing Reebok in the South African market. PJ believes the strategic and marketing activities should focus on the brand being authentic and credible as this will lead to an increased NPS score, and with it, the brand will grow.The acquisition of Reebok by the Adidas Group in 2006 caused a ripple effect within Reebok. The corporate strategy changed from being a sporting brand competing against the likes of Nike, Puma and Adidas themselves, to being a subsidiary of the Adidas Group focussing on the specialised fitness segment. This affected the brand from a local perspective and it was PJ's responsibility to ensure the local marketing activities represented the global vision of the company Notes Originally Published InSchoombee, J., & Bick, G. (2018). Reebok rebrands: Corporate and marketing strategies in the South African sporting goods industry. 2018-13. Cape Town, South Africa: Graduate School of Business, University of Cape Town Bibliography Includes bibliographical references and index Notes Description based on XML content Subject Morilee, P. J Reebok International Ltd. -- Case studies SUBJECT Reebok International Ltd. fast Subject Branding (Marketing) -- South Africa -- Case studies Sporting goods industry -- Marketing -- Case studies Sporting goods industry -- South Africa -- Case studies Branding (Marketing) Sporting goods industry Sporting goods industry -- Marketing South Africa Genre/Form Case studies Case studies. Études de cas. Form Electronic book Author Bick, Geoff, author ISBN 9781526490742 1526490749

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