under armour is investing a greater proportion of its marketing budget on brand and top-of-funnel activity as it looks to “spend money the right way”. that is much higher than the typical 10% to 11% of revenue it has invested in marketing over the past five years. the company has dropped spend it had previously committed to sports marketing contracts in favour of investing in its brand. “we had a lot of committed spend in our marketing from 2016, 2017, 2018. as we started coming to 2019 and now into 2020, we’re starting to be able to activate more of the money top-of-funnel and mid-funnel and that’s incredibly important. to be able to drive consideration you need to spend against the brand.” in the uk, under armour has a problem with both brand awareness and consideration.
on brand consideration, it has a score of 16.4, again behind nike on 39.6 and adidas on 37.6. and on purchase intent it scores just four, compared to 15.3 for nike and 12.8 for adidas. “it is one of the big unlocks for us as a brand and organisation, and that’s why we firmly believe in our strategy going forward.” while the new brand platform will get a bulk of the increased investment, under armour is also pushing into more personalised marketing. “we believe that is incredibly important because we want to tell the right stories about our product and marketing in a coordinated manner better than we’re about to do today,” he added. under armour is also looking to “turn off how we think about promotional activity” in the second half of the year, particularly in ecommerce and its factory house outlet stores. adidas admits that a focus on efficiency rather than effectiveness led it to over-focus on roi and over-invest in performance and digital at the expense of brand building.
founded in 1996 by former football player kevin plank, under armour has been the embodiment of willpower, strength and drive. it isn’t hard to come up with a product, but creating a product that is useful and helps your target consumer get better at what they’re doing (e.g. he’s tell them about the product and if they sounded interested, he’d send them a couple of shirts to test it out. kevin’s plan was that once a few players started wearing their products and talking about them, the team would feel “obliged” to buy them for everyone.
the common “shrink it and pink it” strategy is an example of marketing without a clear understanding of your customer mindset. in 2011, under armour announced a ultimate intern program – where students could apply, go through a series of challenges, and the winners would get to work with them during summer, helping the brand to communicate their values and messages through social media. each dress is made in a way that honors mother earth. no matter our dietary preferences, from keto to vegetarian, anyone can enjoy restaurant-quality food made with 100% real ingredients… ledger is a technology company specializing in security and cryptocurrency applications.
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bergman explained further that under armour’s marketing shift is not just about an increase in spend, but about its mix. the company’s main focus is to spend its budget “the right way.” in 2020, even the biggest, most recognizable brands realize that traditional advertising is not enough. through its ua community, under armour engages with audiences, sharing its corporate values, i believe as well as do many others believe that under armour is a great brand. i think we’ve proven, under armour marketing campaign, under armour marketing mix, under armour target market, under armour history, under armour social media strategy, under armour marketing jobs, under armour blue ocean strategy, under armour pricing strategy
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