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The preference in the marketplace for one particular brand is not simply a preference based on the cost, quality or style of its products. It is also influenced by the personality, reputation and image of the brand and how often and how well they are communicated. What experience is the brand promising or associating with? Who is endorsing the brand?
The sportswear market; it has some of the strongest and most valuable brands in the world. The CFO of Adidas, Dean Hawkins recently said,
"our biggest asset isn't on our balance sheet, and that's our brand"
http://www.shsu.edu/~mkt_ssm/mkt575/Shoes...
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