Brand Essence Model - PUMA

I wanted to focus on some key areas of Puma for my mood board so I decided to make a Brand Essence Model to help me structure the brand and gain some awareness of their brand precisely but still enough detail to lead me into the right direction. I found this way of analysing the brand really useful, being able to narrow down such wide spread information into 7 areas really helped me understand the brand in a more conceptual way.

Overall, I've learnt that PUMA's main objective is to by 2015, become the world's fastest brand not just through their products but in everything they do. They are very future orientated which is obviously a positive attribute but is it gearing them away too much from the present and what is relevant/current NOW? For example, in their 2012 report they have decided to 're-vamp' the Brand Strategy and try to re-gain the appeal from a younger consumer.

What I think that can be really credited as well is their historical reference of always having a common thread of similarity in products even from when they started as a company - e.g. recreating the 'atom' boot. The beginning of a brand to how it has developed is always something that surprises me as a consumer and that's what I find really interesting with this project, is how it's led itself through to become so successful whether that be through sponsoring a football team, collaborating with athletes or in a physical sense, being sustainable through packaging.