Assignment 3
Florida A&M University
School of Business & Industry
Assignment #3
From Exposure to Comprehension
MAR 5930
Consumer Behavior Research
Prepared By:
Nathaniel Russell Causley, III
Submission Date:
February 10, 2015
1. Under Armour Brand Strategy
Under Armour was partaking in many different strategies to make its brand personally relevant, surprising, and easy to process. The most convenient avenue they found into doing this was starting with the University of Maryland, the founder’s college. This allowed the brand to relevant with all of the university. The next avenue the firm conducted was endorsements. This allowed for their products to be easy process and more familiar.
2. Objective and Subjective Comprehension
The role of objective and subjective comprehension was very abundant throughout Under Armour’s marketing as far as its products and sponsoring by up-and-coming athletes. From the beginning, the firm was able positioned itself as “a brand for the next generation of athletes.” Under Armour’s sponsorships went to the new up-and-comers within leagues known for their dedication and athleticism.
This was objectively done in order to show that the brand is youthful and exhibits strength. As the firm sponsored athletes and they end up performing well, their teams win games and sometimes even championships. With this taking place Under Armour’s brand gained more attention and visibility, causing it to be subjectively comprehended to be a winner’s brand. Even if the athlete is unsuccessful the brand still gets exposure as their athletes receive media coverage, become established in their sports, and appear in Under Armour ads.
3. Under Armour Transparency
Under Armour would want to be sure that consumers clearly see different models as well as its mission, “Make all athletes better” and its guarantee, “Universal guarantee of performance” on the brand’s website because the diversity of the models and athletes on the Under Armour site
School of Business & Industry
Assignment #3
From Exposure to Comprehension
MAR 5930
Consumer Behavior Research
Prepared By:
Nathaniel Russell Causley, III
Submission Date:
February 10, 2015
1. Under Armour Brand Strategy
Under Armour was partaking in many different strategies to make its brand personally relevant, surprising, and easy to process. The most convenient avenue they found into doing this was starting with the University of Maryland, the founder’s college. This allowed the brand to relevant with all of the university. The next avenue the firm conducted was endorsements. This allowed for their products to be easy process and more familiar.
2. Objective and Subjective Comprehension
The role of objective and subjective comprehension was very abundant throughout Under Armour’s marketing as far as its products and sponsoring by up-and-coming athletes. From the beginning, the firm was able positioned itself as “a brand for the next generation of athletes.” Under Armour’s sponsorships went to the new up-and-comers within leagues known for their dedication and athleticism.
This was objectively done in order to show that the brand is youthful and exhibits strength. As the firm sponsored athletes and they end up performing well, their teams win games and sometimes even championships. With this taking place Under Armour’s brand gained more attention and visibility, causing it to be subjectively comprehended to be a winner’s brand. Even if the athlete is unsuccessful the brand still gets exposure as their athletes receive media coverage, become established in their sports, and appear in Under Armour ads.
3. Under Armour Transparency
Under Armour would want to be sure that consumers clearly see different models as well as its mission, “Make all athletes better” and its guarantee, “Universal guarantee of performance” on the brand’s website because the diversity of the models and athletes on the Under Armour site