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REEBOK(英国)成功地改变了英国年轻人对 Reebok 品牌的看法背景自从20世纪80年代倡导的运动革命以来,红极一时的REEBOK 品牌近年来已经风光不再调查显示,REEBOK 已被大多数人认为是英国三大运动品牌中最弱的由于 REEBOK 在健身活动中的传统,追求阳刚而富有闯劲/个人成就感的群体中 REEBOK 被认为是女性化、保守的挑战广告目标:注目——通过强烈的感染力使得18-24岁的目标群体对REEBOK 重新引起关注相关——在目标消费者群中重新定位 REEBOK 品牌形象,从而加强消费者与品牌的关联策略消费者洞察揭示,运动健康的目的不再是成功驱使下的狂热追从,取而代之的是参与和个人实现为出发点
REEBOK (UK) Has Successfully Changed the British Young People’s Views on the Reebok Brand Background Since the revolutionary REBBOK brand campaign advocated in the 1980s has been no longer investigated in recent years, REEBOK has been considered by most people Is the weakest among the top three sports brands in the UK REEBOK is considered a feminine and conservative challenge in REUNBOK’s tradition of fitness activities and a masculine and aggressive / personal accomplishment. Advertising Objectives: Attention - through strong Infectivity Rebates REEBOK to 18-24 Year-Old Recipients - Repositioning REEBOK Brand in Target Audience to Enhance Consumer-Brand Linking Strategy Consumer insight reveals that sporting health is no longer the goal Is driven by the fanatical pursuit of success, replaced by participation and personal realization as a starting point