Business Case Studies, Brands & Branding and Private Labels Case Study, Puma, Adidas

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Brands & Branding and Private Labels Case Study

Case Title:

Puma: Reclaiming its Pride

Publication Year : 2004

Authors: Hansa Iyengar & Sumit Kumar Chaudhuri

Industry: Sports and Sports Related


Case Code: BBP0017

Teaching Note: Available

Structured Assignment: Available

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Puma AG, the German maker of quality sport footwear saw its brand image suffering serious damage in the latter part of the 1980s. By the beginning of the 1990s, the image of exclusivity that had long been associated with the brand had faded and the company suffered losses due to a steep decline in sales. By the end of 1993, the company was saddled with $100 million in debt and had recorded losses of $32 million. Jochen Zeitz, who took over the reins as Puma's Chief Executive Officer in 1993, instituted a three-phase plan for turning around the company's fortunes.

Pedagogical Objectives:

  • To discuss the importance of the brand image of a company in driving the sales and revenues.

Keywords : Puma, Adidas, Global footwear manufacturers, Nike, Reebok, Gucci, Prada, Platinum, Marketing Strategies Case Study, Avanti, Music Television (MTV), Nuala, Formula 1 teams, Sportlifestyle goods, Brand image of Puma, Brand management of Puma


  • Introduction
  • On the endangered list
  • Back on the prowl
  • Back in black
  • Puma's Brands

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