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Objective Before 1987 1987 1988

Communication Objectives Make Reebok as visible as possible
- Invest on all kinds of promotional
tools, such as AD, PR, SP, and
sponsorship

Increase brand awareness
- great attention on advertising

Shape strong brand image
- Paid star athletes to wear Reebok
- Provide potential star free shoes and
clothing

Create positive brand association
- Funded research on injury prevention
- Put Reebok shoes on the feet of TV
aerobics instructors (instructors choice
is more trustworthy)

Create professional image
- Reebok is worn by athletes and instructors
Create consumer positive brand attitude toward Reebok
- continuous sponsorship

Keep Reebok brand exciting
- Five TV ads each sold a different sports
shoe

Reinforce its brand position in consumers' minds
- Four themes: performance, new
technology, "classic" styling, and
fashion

Reinforce Message Delivery
- used "real people"...

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Title: Reebok Case
Approximate word count: 4204
Approximate pages: 17 (250 words per double-spaced page)

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