Brand Identity and Elements of Puma. 

Puma is the world’s top sports brand, creating designs, selling, and marketing footwear, clothing, and accessories in over 130 countries. Founded in 1948 by Rudolf Dassler (due to the original company’s separation into PUMA & ADIDAS), it has established itself as the fastest-growing creator of performance & sports style focused items. This blog will concentrate on Puma’s marketing strategies.

What is Puma’s real identity?

• PUMA aspires to be the most innovative and forward-thinking sports and lifestyle brand. PUMA is quick to respond to trends and produce items using cutting-edge technology. PUMA is committed to developing creative, forward-thinking goods with a sustainable emphasis and a desire to make the world a better place.
• PUMA has consistently advanced sports and society by creating fast things for the world’s quickest athletes. We have gained strength and credibility from our athletic history of more than 70 years.
• Puma’s distinct selling feature is its affordability; Puma dispels the misconception that luxury must be costly. They offer good value at a reasonable price. Puma sells longevity and endurance.
• Puma has earned a reputation for producing attractive items with a more urban aesthetic, and their modern appeal has made them popular among younger generations. To survive in the face of stiff competition from Nike and Adidas, Puma sought to diversify by entering the fashion business.
• Puma’s fundamental principles include being courageous, confident, driven, and joyous. To demonstrate that this brand is on the same level as the top athletes worldwide, the firm adopted the principles that define them. That is its uniqueness.
• PUMA is a happy, athletic, performance brand that combines sports and fashion to create a community for those who live an active lifestyle. According to its red image, PUMA is joyful and energetic, enthusiastic and colourful. PUMA is both feminine and masculine, but its perspective is male.

The brand positioning of Puma.

To become the World’s Fastest Sports Brand, PUMA has launched Forever Faster, a comprehensive global multi-media marketing campaign.

The highlighted efforts show an irreverent and humorous video advertisement starring some of the world’s best athletic figures as brand ambassadors. Like Usain Bolt, athletes stand out as individuals through talent and personality.

The post depicts these athletes defying convention and taking chances via persistence, bravery, confidence, and fun.

Forever Faster celebrates the exhilaration of being first, the confidence of being the greatest, and the enjoyment of being adaptable.

It is also an attitude that extends beyond the scope of a marketing campaign, indicating a desire to swiftly recognize product ideas and developments, trends and style, and bring them to market more dynamically.

Forever Faster is not only a brand platform but also a corporate attitude.

“As a brand, PUMA is making a statement and reminding people that we are and will continue to be the fastest sports brand in the world,” says PUMA Global Marketing Director Adam Petrick.

“We’ve always been known as a daring brand, and that will not change. Forever Faster is a great example of this.”

“This will alter our approach to product creation and innovation, as well as how we sell our brand.”

As a result, we may classify Puma as a Hero Brand Archetype.

Desire: to prove one’s value by performing bold and dangerous deeds.

The goal is to enhance abilities to make the world a better place.

Strategy: be as powerful, strong, and capable as possible.

Here are a few crucial elements to keep in mind regarding the Hero Brand Archetype.

Level One: Playing the defense role in bullying or attempting to terrify someone.

Competence, mastery, and boundaries are established, symbolized by accomplishment, and driven or tested by competition at Level Two.

Level Three: Perform military tasks for your nation, organization, community, or family.

Level Four: Use your power, courage, and talent to benefit yourself and the world.

In other words, a company is a Hero Brand Archetype if and only if the following conditions are met:

• It has a fantastic invention or idea with global implications.
• Its product enables people to function to their full potential.
• It focuses on a significant societal issue and urges everyone to help solve it.
• It has a clearly defined opponent or competitor to beat.
• It is the underdog and wishes to contend against the other teams.
• The strength of any product or service is its ability to do a difficult task quickly and effectively.
• It understands how to distinguish your products from competitors that fail to deliver on their promises.

Brand Archetypes. Why do we need them in practice?

Our communication strategy may have multiple messaging approaches. But there is some logic that unifies all these and it is called communication-based on archetypal branding. A company may have many messages but do not have something in common. For example “Do everything easily”, “Go ahead and be powerful” or Dig deeper and be experienced”.

These 3 quotes have different goals and bring different subconscious effects. One is about Being a Hero, another is about gaining more experience. These are 2 different directions of messaging and the logic of Brand archetypes brings more uniqueness and clarity here. Just read the book “8 steps to a complete archetypal branding” and you will have more experience in communication-based on archetypes.

Brand Identity of Puma

Category: 

Due to its distinct branding and marketing strategy, Puma enjoys a competitive advantage. Puma has effectively established itself as a modern, trendy, stylish sports brand. It has also succeeded in forging a deep emotional bond with its customers. “Feel the Joy of Moving” is Puma’s unique selling concept. It has enabled the company to differentiate itself from competitors and connect with its target audience.

Puma’s market strategy focuses on design and innovation. Usain Bolt, Michael Schumacher, and Borussia Dortmund are among the athletes and teams sponsored by the corporation. Puma has also worked with well-known fashion designers such as Alexander McQueen and Mihara Yasuhiro.

Benefits and Differentiation: 

We provide several options, such as private pension planning and easy saving strategies, to help keep your financial future on track. Your health is equally vital, which is why we give several benefits to our employees, such as medical insurance, travel insurance, and much more.

PUMA pushes you and introduces you to new challenges. When you’re having fun, it’s simple to stay committed. PUMA is a fantastic sports brand with originality and vigour, as well as an atmosphere in which I am constantly pleased and encouraged to work.

Puma is a fast-paced brand with exceptional customer service attention from all team members, including management. Everyone is equal, and you receive continual training in all aspects of your career, including online classes where you may expand your understanding of the Puma brand and value ethics.

Core Communication Idea: 

A tagline in business is a sentence or two that offers clarity, entertainment, or emphasis to assist in showcasing a brand’s mission, purpose, or culture. Taglines help people connect with brands.

“An elephant never forgets,” as the saying goes. Puma’s logo features a jumping Puma, commonly known as a cougar, a panther that is active day and night and can jump up to 20 feet high. Puma summarized the features of their product by utilizing this symbol.

Finally, we’ll take a look at Puma’s brand aspects.

Brand Associations:

Puma maintains involvement with the community and its consumers in various ways. Celebrity endorsement is one way to market a product and get attention. Usain Bolt, the world’s fastest man, and fashion icons Rihanna and Kylie Jenner are promoting PUMA. According to a 2011 poll, Puma is the world’s first large company with an influence on environmental circumstances.

The brand uses recycled materials. Puma’s primary focus is on R&D activities and the application of innovative technologies. It is the first sports shoe manufacturer to adopt the most recent vulcanization production technology. Puma’s lifelong goal is to become the most desired sports business.

Brand Awareness:

PUMA employs a variety of promotional and advertising methods. It has created several creative and engaging efforts to raise awareness among its clients. Pele, Diego Maradona, Boris Becker, Colin Jackson, Linford Christie, and Michael Schumacher are among the athlete’s PUMA sponsors. As part of its advertising strategy, it supports several teams and clubs worldwide. PUMA collaborated with Ducati, BMW, and Ferrari to create shoes for them.

What is more, it was once a Red Bull Racing supplier. PUMA is implementing another advertising strategy: sales promotion. Various incentives are provided in this case to stimulate increased product purchasing. PUMA is also heavily involved in social media platforms and television and magazine commercials.

To market its brand, PUMA has worked on discovering unique qualities relating to lifestyles and fitness potential. It has grown into one of the giant shoe and apparel companies. PUMA has approximately 3 billion sales globally. PUMA strives to include greater strength, art, and creativity in its designs. It has a global presence in over 120 countries. The firm has made a reputation in the industry and acquired consumer loyalty.

Brand Assets:

PUMA is a global company that provides footwear, clothes, and sports equipment. Its headquarters are in Herzogenaurach, Bavaria. It also grants registered partners rights to sell eyeglasses, fragrances, and other products. The world’s third-largest sportswear manufacturer, the PUMA, collaborates with its subsidiaries.

Cobra Golf, Wheat Accessories, LLC, Janed, LLC, Admiral Team sports Ltd, Swire Resources, Speedcat SAS, Suede Holding, Inc, Blue Sea Ltd, ATA Inc, Unisol S.A, World Cat Vietnam Co. Ltd, Dobotex B.V., Liberty China Holdings, and Brandon Oy, are PUMA’s product lines.

Brand Elements:

The company called itself PUMA, after the mountain lion. It includes a jumping cat emblem, which sends a great message to athletes to be daring and encouraging. The symbol represents the company’s dynamic reputation and the durability of its goods.

PUMA’s goods are a shining example of strength and enthusiasm. Athletes and PUMA cats possess the same characteristics: speed, agility, and power. Moreover, the PUMA logo represents the brand’s well-made items with an extraordinary image in the worldwide sports industry.

Logo meaning: 

The company designed the Puma logo in 1948, and the logotype depicted a cat jumping through the attractive letters, an abbreviation of the name of the brand’s creator, Rudolf Dassler.

There are no hints concealed in it. It demonstrates exactly what it implies. It’s a large predator cat doing a leap. However, it might signify motion, velocity, strength, and power. Any sports fan would love to feel like a puma. That is why the logo has been a huge commercial success.

Website: 

Puma’s website is quite complex, with a plethora of options. The website has a blog post in addition to the “About Us” section and information about its services.

The website has all of the information that you could want. Its hues are once again black and white. It is a basic yet complex website that highly benefits its users.

The “Brand Identity and Elements of Puma” blog has ended. To further understand this company’s performance, we investigated its marketing methods. Visit our main page to view more blog post articles!