Brand Health and Advertising Tracking
China is one of the fastest growing sporting apparel and footwear markets in the world. To navigate this dynamic market, adidas China engaged Gemba to track its brand performance and brand health through a large scale brand and advertising campaign tracking study.
The ongoing tracking study measures brand equity, purchase intention drivers, communication effectiveness and sports marketing preference. It covers key Chinese Tier 1 cities through to smaller and developing Tier 4 and 5 cities.
The tracking study provides adidas China with a greater understanding of factors driving purchase intention and brand perceptions. The ongoing tracking of competitor performance in various categories and a greater understanding of campaign effectiveness also helps the product teams build more effective business and marketing plans to succeed in the dynamic Chinese market.