Reebok brand audit

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About Reebok
 Founded by: Joseph William Foster, 1890 in UK.

Sub Brands
Reebok EasyTone

•Toning and shaping

Reebok ZigTech

•training activities

Reebok RealFlex

•flexible movements

Reebok Classic Collections
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Brand Owning Organization
 Subsidiary of Adidas Group since 2006
 Uli Becker – president of Reebok
 8,000 employees
 2010 – revenue of € 1,603 billion (19.3 % growth)

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Overview of Reebok
EasyTone
 2007 – Run Easy & “There are two people in everyone”
 2008 – “Your move”

 2009 – EasyTone toning shoes
 New balance pod technology
 28 % more effective toning of butt & 11 % more on leg muscles  2011 – EasyTone tops & trousers

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Brand Value Proposition


Functional benefits: Toning, shaping, Strengthening, conditioning, flexibility.



Distinctive emotional benefits: Comfortable, enthusiastic, confident.



The Values of this brand:

“Empowering”, “Individualistic”, “Innovative”.


Brand Aura: Tone and shape your body to have healthy fitness lifestyle.



Brand Promise: Tone key muscles

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Current Brand
Communication Audit
 Reebok 2012 campaign – Newer Ads featuring the

celebrities.
 Reebok EasyTone Official Website
 Mobile Applications
 Social Networking Website
 Posters, Online Marketing, TV Ads.,

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Competitor & Substitute
Analysis
 Main category competitors:
 Adidas 33 % market share
 Nike 28 % market share
 Umbro 9 % market share

 Indirect competitors:
 Kappa

 Puma
 Asics

 Substitutes:
 Regular sneakers
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PEST Analysis
 Political trends:
 UK Government supports the footwear industry
 London 2012 Olympic Games & Paralympic Games
 Outdoor learning in schools

 Economic trends:
 Big impact on the footwear industry
 Financial crisis in 2008 – decrease of 8 % in sales
 Consumers are more cautious about spending money
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 Social trends:
 Healthy lifestyle is trendy – rise in fitness

References: Books: Keller, Kevin Lane, Apéria, Tony and Georgson, Mats, Strategic Brand Management A European Perspective, Prentice Hall, 2008 Barbin, Barry J. and Harris, Eric G., CB3, 3th edition, South-Western, Gengage Learning, 2012 Websites: