In order to understand the reputation of how brands work, the present paper elucidates two sports brands and discusses how their marketing strategies and the brand itself have made their name in the market. The two brand chosen for this paper are Nike and Under Armor, who are big names in the sporting world. Nike and Under Armor are renowned sportswear brands, who have penetrated, targeted, segmented and positioned their own brands in the minds of customers. Brand assessment was done basing on Michael Porter’s five forces and SWOT analysis for overall assessment. The financial ratios and different points of competitive advantage are also used to explain the success factors.In order to understand the reputation of how brands work, the present paper elucidates two sports brands and discusses how their marketing strategies and the brand itself have made their name in the market. The two brand chosen for this paper are Nike and Under Armor, who are big names in the sporting world. Nike and Under Armor are renowned sportswear brands, who have penetrated, targeted, segmented and positioned their own brands in the minds of customers. Brand assessment was done basing on Michael Porter’s five forces and SWOT analysis for overall assessment. The financial ratios and different points of competitive advantage are also used to explain the success factors
.Keywords: Accessories, Nike, Under Armor, Competitive Advantage.
