Abstract
This article presents results of the quantitative research that concentrates on the image of two important sports brands, thus of the brands Adidas and Nike. This research was performed based on written questioning.
An important part of the article represents a theoretical analysis of brand image and identity and of related determinants. The main objective of this work is to identify the brand image of Adidas and Nike based on the results of the research and to compare the identified brand image of Nike with its brand identity identified based on the analysis of secondary data, thus, how the brand perceives itself and how it wishes to be perceived by its customers.
For the purposes of this research a questionnaire was used that was compiled only for the requirements of this research. This questionnaire focused on the main elements of brand image, i.e. on the characteristics related to the brand, user's profile and brand performance, brand personality and value offer.
The conclusion consists of the evaluation of the brand image of both sports brands, whereas their comparison was also performed. The positive perception of brand image by target audience is for the companies very important because it brings them authority and prestige, which is the basis of the success and prosperity in the present competitive environment in the market.
Thanks to the positive perception of brand image the company can create more constant and long-term competitive advantage that consist in the fact that the customers buy company's products not only because of their quality but also because of the company's reputation and values that these products bring them.