Impact branding on consumer preference towards buying a certain product: Comparative analysis of brands Nike and Adidas

Abstract

Brands Nike and Adidas are considered competitors because both companies produce sports shoes, clothes and equipment and are leading in the global market. The subject of this work is analysis of the impact of brands on consumers' willingness to buy brands like Nike and Adidas, as well as examining the similarities and differences between the brands and their positioning in the global market. The purpose of this work is reflected in increasing the level of awareness of the importance that the companies in BiH build a strong brand as one of the prerequisites for good positioning on the market, and about the impact of the brand on consumers ' inclination to purchase specific products. The specified subject and aim of this research has set up guidelines to define the main hypotheses that the citizens of the municipality of Foca believe that brand has a significant impact on them when purchasing athletic shoes, apparel and equipment, and to prefer shopping Nike better than Adidas brand. The research was conducted by a variety of techniques and methods of scientific research .