Laut einer repräsentativen Umfrage der Brandmeyer Markenberatung ist Adidas die Lieblingsmarke der Deutschen. 7, generic 4 Prozent der Bundesbürger haben in einer repräsentativen forsa-Umfrage angegeben, dass sie am liebsten Kleidung des Unternehmens aus Herzogenaurach tragen. Auf Platz zwei der beliebtesten Marken folgt Audi mit 4,5 Prozent vor Esprit und BMW. Auf den Plätzen fünf und sechs liegen VW und Mercedes Benz. Insgesamt gaben 38 Prozent der Befragten an, dass sie die größte Bindung zu Marken aus dem Bereich Bekleidung und Sport haben. Hier liegt der Hersteller mit den drei Streifen vor Esprit und dem Erzkonkurrenten Nike.

Das Bekenntnis zu Adidas fällt dabei in den unterschiedlichen Altersgruppen sehr uneinheitlich aus. Während es für rund zwölf Prozent der 14- bis 29-Jährigen wichtig ist, Kleidungsstücke dieser Marke zu tragen, sind es bei den über 60-Jährigen nur noch gut anderthalb Prozent. “Adidas ist es gelungen, gerade innerhalb der jungen Zielgruppe eine intensive Markenbindung aufzubauen”, sagt Peter Pirck, Gesellschafter der Brandmeyer Markenberatung. “Diese Markenbindung wird meist dann erreicht, wenn beim Käufer drei Ebenen gleichzeitig angesprochen werden: Das Produkt muss erstens von seiner Leistung her überzeugen, zweitens ästhetisch gefallen und es muss drittens im Vorfeld eine Vertrautheit aufbauen.”

Laut der Brandmeyer-Studie gelingt es Adidas besonders gut bei den Männern, auf diesen drei Feldern zu punkten. Fast neun Prozent der markenbewussten Männer geben an, eine besondere Bindung zu Adidas zu haben, bei den Frauen sind es immerhin noch knapp sechs Prozent. Umgekehrte Verhältnisse in noch deutlicherer Ausprägung hat die Umfrage bei der Modemarke Esprit ergeben, die von rund viereinhalb Prozent der Markenbekenner favorisiert wird. Dem 1968 in Kalifornien gegründeten und heute in Hongkong beheimateten Unternehmen fühlen sich mehr als acht Prozent der markenaffinen Frauen und vergleichsweise bescheidene ein Prozent der Männer verbunden.

Neben den Aussagen zu den einzelnen Marken, lässt die aktuelle forsa-Befragung auch allgemeine Aussagen zum Markenbewusstsein der Deutschen zu. So zeichnet sich vor allem die Altersgruppe der 14- bis 17-Jährigen durch eine starke Markenverbundenheit aus. 68 Prozent der Jugendlichen, die eine Lieblingsmarke haben, fühlen sich vor allem mit Marken im Bereich Sport und Bekleidung verbunden. Auch hier kann Adidas mit 21 Prozent den Rivalen Nike (13 Prozent) auf Distanz halten. Für den Marken-Experten Peter Pirck kommt dieser Erfolg nicht von ungefähr. “Da ist zum einen die Produktqualität, die seit Jahrzehnten höchsten Ansprüchen genügt und durch die bei den Kunden eine entsprechende Markentreue kreiert wird. Zum anderen gilt Adidas als Vorreiter bei der Entwicklung von Trends – zum Beispiel bei der Entwicklung von Retro-Designs – durch die sich das Image eines innovativen Labels manifestiert hat. Adidas ist es gelungen, Leistungssport und Mode erfolgreich miteinander zu vereinen. Und nicht zuletzt ist Adidas – trotz Produktion in Fernost – für die Menschen noch immer eine deutsche Marke”, so das Fazit des Marken-Experten Peter Pirck.

Die Top-10-Lieblingsmarken der Deutschen

1.  Adidas

2.  Audi

3.  Esprit

4.  BMW

5.  VW

6.  Mercedes Benz

7.  Nike

8.  Apple

9.  Nivea

10. Samsung

Über die Studie

Um ein repräsentatives Bild über Gesamtdeutschland zu erhalten, wurden für die Studie zunächst 1.000 Deutsche bundesweit befragt. Im nächsten Schritt erfolgte eine Aufstockung der Bundesländer auf mindestens 200 Teilnehmer, in Bremen und im Saarland auf 100 Teilnehmer. Insgesamt nahmen 3.019 Bundesbürger an der Befragung teil. Befragt wurden dabei Personen ab 14 Jahren. Es wurde ungestützt nach der absoluten Lieblingsmarke gefragt. Durchgeführt wurde die Umfrage von forsa. Weitere Informationen finden Sie unter www.lieblings-marken.de.

The X Games, created by ESPN, has announced that the annual extreme sports event will expand to Foz do Iguaçu, Brazil; Munich, Germany and Barcelona, Spain beginning in 2013.

Those cities will join Aspen, Colo.; Los Angeles and Tignes, France to host the X Games in an effort to expand globally. With relevance to contemporary youth around the world, this expansion is a transformation from an action sports competition brand into an action sports lifestyle brand that will highlight new locations and enhanced cultural and digital elements around the world.

ESPN conducted a formal bid process starting last May which resulted in significant interest from locations around the world that bid to host one of three new events (which join Los Angeles, Aspen and Tignes). Beginning today, local organizing committees for Foz do Iguaçu (pronounced Fawz Day Ig wah soo), Munich and Barcelona will collaborate with ESPN for the next three years to bring the premier action sports event to their cities, launching an annual, six-event X Games calendar  four of which will be summer events and two winter.

“ESPN has been committed to the X Games franchise for nearly two decades and is incredibly excited for the future and this new endeavor,” said John Skipper, president, ESPN and Co-Chair, Disney Media Networks. “We are bringing significant focus to this expansion because we believe in the universal appeal of these sports and competitors and want to share the X Games experience with fans around the world.”

Motorsports icon Travis Pastrana, who has 17 X Games medals to his name, supports ESPN’s decision to expand the X Games globally. “ESPN is giving athletes the opportunity to really chase their dreams, and the X Games are the most important and biggest events ever created for our sports,” said Pastrana. “The concept of bringing them to different places around the world is awesome, and I’m excited to see what it will do for action sports.”

The X Games events will spotlight the world’s best action sports athletes in BMX, Skateboard, Moto X, and Rally Car Racing at the X Games; and Skiing, Snowboard and Snowmobile at the winter version of the X Games against the backdrop of the host city and country. Each X Games event will take on its own distinguishing character that will set it apart from the others, including the introduction of new sports and cultural elements that are drawn from the host cities themselves. In the past the X Games has successfully organized smaller action sports events, qualifiers and demonstrations in Brazil, Canada, China, France, Japan, Korea, Malaysia, Mexico, Singapore, Spain, Taiwan, Philippines and UAE.

The Olympic Park Legacy Company (OPLC) has shortlisted the three bids for long-term tenancy of the media and broadcast centers at the Olympic Park where it could turn into a fashion hub, buy a leisure village or an innovation and research center after the Games.

The aim of the centre is to create a lively commercial district and generate thousands of job opportunities in London’s run-down East End.

“It means we can now look forward to the Summer Games with confidence that our park is on course to become that thriving, cialis vibrant and prosperous new district we have all been striving for, ampoule ” said London Mayor Boris Johnson.

The press and broadcast centers, which are housed in separate buildings, offer a total of around 1 million square feet (0.09 million square meters) of commercial space.

Like other facilities built for the Olympics this summer, organizers want them turned into sites that ensure long-term job creation and growth for the area, which is built on a former industrial wasteland. Officials are particularly keen to secure future operators as soon as possible, while interest in the area’s real estate is still strong. Long-term operators have already been secured for six of the eight permanent Olympic venues, they say.

The bid from UK Fashion Hub envisions a center that includes a fashion college, a base for online retailing, and offices that will attract international buyers, wholesalers and the creative industries. A second bid from iCITY includes a cloud computing center, research labs, facilities for graphic designers and digital education, and a separate innovation center with links to higher education that would feature British technology.

The third plan, from Oxylane Group, proposes mixed leisure and events space as well as retail space, including a large sports store.

The Legacy Company said it would now begin talks on the bids’ details with the three groups. It aims to pick the tenant this summer, with the buildings expected to open from next spring.

The three shortlisted bids were picked from 45 proposals, from sectors including media, retail and education.

The USOC (United States Olympic Committee) will resume talks with the IOC (International Olympic Committee) today at the first Winter YOG (Youth Olympic Games) in Innsbruck, Austria.

The negotiations will seek to resolve the disagreements on revenue sharing between both parties which have blocked any possible American Olympic bid.

After failing to come to an understanding last year, the USOC chose not to bid on the 2020 Summer Olympics.

The discussions centre around the American share of Olympic television and marketing revenues which the IOC believes is too great and should be redistributed.

USOC chairman Larry Probst has said, “We’re making progress, slowly but surely. I think both sides want to make sure that this gets done correctly. That’s obviously taking some time”.

We’re hoping we can get to a resolution that both sides are comfortable with sometime in the not too distant future – sooner rather than later. There are a lot of moving parts and a lot of different constituencies need to be considered. It’s time consuming”.

USCOC CEO Scott Blackmun added, “We would love to host the Games. It’s important for us to keep Americans connected to the Games. But as we saw with New York’s bid and Chicago’s bid, while we have this dispute out there, it’s difficult for us to put together a bid that’s really going to resonate with the IOC.

We want to put ourselves in the best possible position to win a bid if we do in fact bid for another winter or summer Games”.

American cities have already expressed interesting in bidding for the 2022 Winter Games in anticipation of the resolution of the dispute. Denver has formed an exploratory committee whilst Reno-Lake Tahoe and Salt Lake City are also keen on bidding.

New York Knicks power forward Amar’e Stoudemire has agreed a new five-year endorsement deal with Nike.

The improved contract will see the NBA Allstar continue to wear Nike shoes as well as feature in Nike campaigns. It is thought that the Knicks star will be used to promote products in the Far East, unhealthy a territory which the sportswear giants are keen to make further inroads in.

Stoudemire, viagra who averaged 25.2 points a game last season, adiposity announced the deal by posting a video on Twitter. In the video he says: “Ladies and gentlemen it is official. I have now signed an extension with my shoe contract with the great shoe company of Nike.”

Stoudemire has been endorsing Nike products since 2005.

The Prime Minister of New Zealand, John Key has suggested that if earthquake-hit Christchurch is unable to stage games at this year’s Rugby World Cup, Auckland and Dunedin could host more matches.

Last week New Zealand Rugby World Cup Minister Murray McCully revealed that AMI Stadium in Christchurch had suffered significant damage in the February 22 disaster, while the city’s infrastructure has been devastated by the last month’s disaster.

The decision on Christchurch’s involvement in this year’s competition will be taken by the International Rugby Board (IRB).

Key told The Press that no decisions have been made, despite reports emerging over the weekend that the IRB was likely to move matches from Christchurch to Auckland, although he predicted a decision on the matter would be made “within the next 10 days if not sooner”.

Key stated: “Certainly, if we have to go to plan B there are alternatives in New Zealand. I don’t think there is any need for us to consider games outside New Zealand.”

He added: “We’ve had offers from Australia to host games, but I can’t see why that would be necessary. Quarter-finals are only being played at this point in Christchurch and Wellington so there are alternatives in both Auckland and Dunedin. Dunedin has some logistical issues in terms of accommodation issues down there but it’s still a possibility.”

Birmingham’s Alexander Stadium is set to host the 2013 IPC Athletics Grand Prix Final on June 29th.

Taking place three weeks before the 2013 IPC Athletics World Championships in Lyon, France, the Birmingham IPC Athletics Grand Prix Final will be the seventh and final event of the IPC Athletics Grand Prix. The series was launched this year to give athletes greater opportunities to compete against the world’s best whilst also developing a framework of excellence in competition management. 

Being staged just one day before the British Athletics Birmingham Grand Prix, the event is expected to welcome more than 144 athletes competing in 18 events. 

Ed Warner, Chairman of the IPC Athletics Sport Technical Committee, said: “We are delighted that Birmingham will stage the final event of our IPC Athletics Grand Prix this year. 

“We created this Grand Prix to give athletes a chance to compete on the highest level and we are confident that many of our best athletes will come to Birmingham to test their form ahead of the World Championships in Lyon in July.”  

British Athletics’ Commercial Director Sophia Warner said: “I know from experience that the world’s top stars love the opportunity to compete in front of a British crowd so this is superb news not only for British Athletics but for disability athletics. 

“With our top athletes competing in the British Athletics Glasgow International Match, the IPC Athletics Grand Prix Final confirmed for Birmingham, and the third day of athletics at the London Anniversary Games I am proud that we are working so well with our IPC colleagues to create a competition legacy for our disabled athletes.”

The IPC Athletics Grand Prix started this weekend with a three day meet in Dubai, UAE which featured 460 athletes from 32 countries. In April there will be meetings in Beijing, China and Sao Paulo, Brazil whilst in May athletes will compete in Grosseto, Italy and Arizona, USA. The final meeting prior to Birmingham takes place in mid-June in Berlin, Germany.

Adidas drove the most social media discussion of sponsorship during the group stages of UEFA Euro 2012, drugs according to research conducted by Precise.

During the football matches, Adidas took a 29 per cent share of daily English-language conversations on social media about the sponsors.

In second place was McDonald’s with 17 per cent just ahead of Orange with 15 per cent. But Orange beat Carlsberg with 12 per cent and, impressively, Coca Cola with10 per cent.

Use of its UEFA Euro 2012 app generated many of these mentions, indicating the app was popular. However, the app did not drive as much in the way of user-generated opinions, Precise says.Interestingly, despite the growth of social media since 2010, sponsors of UEFA EURO 2012 drove a lower volume of conversations than the sponsors of the 2010 FIFA World Cup

Precise says that although Euro 2012 sponsors allegedly ramped up their social media activity around the tournament, digital activations and apps generally failed to score big in producing active discussion about their brands.

According to the research, traditional offline sponsorship is still driving the lion’s share of conversations.

James Withey, head of Brand Insight with Precise, observed, “Social media use has exploded over the last two years, but that doesn’t necessarily mean people will discuss sponsor activities in ever-greater volumes.

”So the question is – how do sponsors get people talking about what they are doing? The success of those brands with a strong focus on using offline activities to get people talking about them online, suggests that sponsors would benefit from better coordinating their offline and online marketing activities.”