CBBE Model of Under Armour

Submitted to:

Mrinmoy Bhattacharjee
(Area Chair Marketing – Alliance University)

Submitted by:
Group 8

Kumari Akanksha (2022MMBA07ASB041)

Akula Sai Krishna Teja (2022MMBA07ASB154)
Surisetty Jnaneswar (2022MMBA07ASB382)
Pritam Jana (2022MMBA07ASB074)
 CBBE Model –
Under Armour

Introduction

Established in 1966 by former University of Maryland football player Kevin Plank, Under Armour has
become renowned as a pioneer in advanced sportswear and casual apparel. Their primary focus is on serving
the broader athletic community and individuals with active lifestyles. What sets Under Armour apart from
its competitors is its distinctive and vibrant approach to supplying athletic apparel. Their standout feature
is a high-performance line of athletic clothing that effectively wicks moisture away from the athlete's body,
enhancing performance in both hot and cold conditions.

Under Armour, Inc. is guided by its mission statement: "To elevate all athletes through passion, science,
and an unwavering commitment to innovation." This underscores their dedication to benefiting all
customers by continually improving their products and helping individuals achieve their best through the
use of Under Armour's offerings.

During its initial years of operation, the company primarily focused on the sale of its signature moisture-
wicking compression athletic tops. As time progressed, it gradually expanded its apparel range by
introducing innovative materials designed to enhance athletes' endurance and performance. These
innovations included proprietary materials like HeatGear, ColdGear, and AllSeasonGear. Subsequently,
Under Armour ventured into specialized sports footwear, women's apparel, and more. Consequently, Under
Armour quickly established itself as a formidable competitor alongside retail giants like Nike and Adidas.
Today, it ranks as the world's fourth-largest athletic apparel brand, with sales reaching $5.2 billion the
previous year. Furthermore, in 2019, the company also earned a place among the top ten most valuable
sporting brands globally, boasting an astounding brand value of $3.5 billion.

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Under Armour

Mission:

“UNDER ARMOUR MAKES ATHLETES BETTER.”

Vision:

“UNDER ARMOUR’S VISION IS TO INSPIRE YOU WITH PERFORMANCE SOLUTIONS

YOU NEVER KNEW YOU NEEDED AND CAN’T IMAGINE LIVING WITHOUT.”

Values:

“Our Values define and unite us, the beliefs that are the red thread that connect everyone at Under
Armour. Our values are rallying cries, reminding us why we’re here, and fueling everything we
do.”

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Under Armour

Brand Equity Variables

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Under Armour

Customer-Based Brand Equity

The Customer-Based Brand Equity (CBBE) model, developed by Kevin Lane Keller, consists of six key
components or building blocks that help in understanding how consumers perceive and connect with a
brand. These components are often represented as a pyramid, with each level building upon the previous
one. Here's a detailed breakdown of the CBBE model based on the six building blocks:

1. Salience:
Salience refers to the basic awareness and recognition of a brand. It is the foundation of brand equity
and represents the degree to which consumers can identify and remember the brand.

2. Performance:
Performance relates to how well consumers believe the brand delivers on its functional promises and
meets their needs and expectations. It's about assessing the brand's tangible attributes and performance
characteristics.

3. Imagery:
Imagery represents the intangible and emotional aspects of the brand. It includes the brand's
personality, values, and associations that create a unique brand identity.

4. Judgement:
After assessing performance, consumers form judgments about the brand. These judgments are based
on their perceptions of the brand's quality, credibility, and relevance.

5. Feelings:
Feelings refer to the emotional responses and connections that consumers have with the brand. It goes
beyond rational judgment and taps into the emotional bond consumers form with the brand.

6. Resonance:
Resonance is the highest level of brand equity, representing a deep and enduring relationship between
consumers and the brand. It signifies loyalty, advocacy, and active engagement.

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Under Armour

By understanding and measuring these six building blocks of the CBBE model, marketers can develop
strategies to enhance brand equity and create stronger, more meaningful connections with their target
audience.

Subdivisions of CBBE Pyramid

Let us now discuss and build the Customer-based brand Equity model for Under Armour based on the
above-mentioned building blocks and subdivisions of the CBBE Pyramid developed by Kevin Lane Keller.

1. Salience:

Salience talks about the basic aspects of awareness and recognition of a brand. It puts forward the most
important question by the consumers which is “Who are you?”. From a broader viewpoint salience can be
stated as the category identification and needs satisfied by the brand. Let's look at how Under Armour is
able to successfully do this.

Category Identification: This dimension focuses on how well customers can identify and relate
the brand to the specific category or product it belongs to. Under Armour is primarily associated with sports
apparel and performance gear. It enhances Category Identification in the following ways:
➢ Functional Attributes: Highlights the technical features and performance aspects of Under
Armour products, emphasizing qualities like moisture-wicking, durability, and comfort.
➢ Distinctive Brand Symbols: Under Armour logo and branding are prominently displayed, making
it easy for customers to recognize the brand within the sports apparel category.
➢ Consistent Brand Messaging: Consistently communicates the brand's association with sports and
fitness in marketing materials, advertisements, and product descriptions.

Needs Satisfied: This dimension pertains to how effectively the brand meets customer needs and desires.
Under Armour satisfies various needs related to sports, fitness, and active lifestyles. It enhances Need
Satisfaction in the following ways:
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Under Armour

➢ Quality Assurance: It continuously delivers high-quality products that perform well in various
sporting and fitness activities, meeting the functional needs of customers.
➢ Innovation: Stays at the forefront of technological advancements in sports apparel to meet
evolving customer needs for performance, comfort, and style.
➢ Customer Engagement: Listens to customer feedback and adapts product offerings to address
emerging needs and preferences within the sports and fitness community.
➢ Community Building: Fosters a sense of community among Under Armour customers who share
common interests in sports and active lifestyles, creating emotional connections beyond just
meeting functional needs.
In summary, Under Armour emphasizes its association with sports apparel and gear (Category
Identification) while continuously striving to meet and exceed customer needs related to performance,
quality, and innovation (Needs Satisfied) to build and strengthen its brand equity according to the CBBE
model.

2. Performance:

To assess the performance of the Under Armour brand according to the performance dimension of the
Customer-Based Brand Equity (CBBE) model across various aspects, let's examine each of these elements:

➢ Primary Characteristics: Under Armour's primary characteristics include sports apparel and
performance gear that are designed for athletes and fitness enthusiasts. They have a strong focus
on technical materials, moisture-wicking, and comfort to enhance athletic performance.

➢ Secondary Features: These encompass factors like design aesthetics, branding, and additional
functionalities. Under Armour often emphasizes secondary features like trendy designs,
recognizable branding (e.g., the UA logo), and features such as built-in compression or cooling
technologies.

➢ Product Reliability: Under Armour has a reputation for producing reliable products that perform
well during sports and fitness activities. Their commitment to quality is important in building brand
equity.

➢ Durability: Many Under Armour products are known for their durability, which is a critical factor
in performance gear, especially in sports like football, basketball, and soccer where wear and tear
are common.

➢ Serviceability: This aspect pertains to how easily and quickly customers can access Under
Armour's products. It depends on factors like product availability in physical stores and online, ease
of purchase, and customer support. Under Armour has a wide distribution network and an online
presence, which contributes positively to serviceability.

➢ Service Effectiveness: Under Armour responds to customer inquiries, addresses issues, and
provides customer support.

➢ Efficiency: Under Armour streamlines its operations to deliver products to customers promptly
and without unnecessary delays. Efficient supply chain management is crucial here.

➢ Empathy: Under Armour understands and empathizes with its customers' needs and preferences.
Being in touch with the athletic and fitness community, addressing their concerns, and involving
them in product development.

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Under Armour

➢ Style and Design: Under Armour places a strong emphasis on style and design, creating products
that are not only functional but also fashionable. This is essential to attract a broader customer base
beyond just athletes.

➢ Price: Under Armour offers products at various price points, catering to different segments of the
market. Their pricing strategy aligns with the perceived value and quality of their products.

Overall, Under Armour's performance across these dimensions is crucial in building and maintaining its
brand equity. The brand's ability to consistently meet and exceed customer expectations in these areas
enhances its reputation and loyalty among athletes and fitness enthusiasts.

3. Imagery

The Imagery dimension of the Customer-Based Brand Equity (CBBE) model focuses on how customers
perceive the brand in terms of various aspects such as user profiles, purchase experiences, usage situations,
personality, values, history, heritage, and overall brand experience. Let's analyze how customers perceive
Under Armour in these aspects:

➢ User Profiles: Customers associate Under Armour with athletes, fitness enthusiasts, and people
who lead an active lifestyle. The brand is often seen as a choice for those who prioritize
performance and functionality in their sports apparel.

➢ Purchase Experience: Under Armour provides a seamless and convenient purchase experience
both online and in physical stores. Customers perceive the brand as offering easy access to high-
quality sports gear and apparel.

➢ Usage Situations: Under Armour is commonly used in various athletic and fitness settings,
including gym workouts, team sports, running, and outdoor activities. Customers associate the
brand with products suitable for these specific situations.

➢ Personality: Under Armour's personality is perceived as dynamic, competitive, and driven. The
brand often aligns itself with athletes who exhibit these characteristics, which can influence how
customers view the brand.

➢ Values: Under Armour's values are often linked to determination, hard work, and the pursuit of
excellence. Customers see the brand as embodying these values.

➢ History and Heritage: Under Armour has a relatively short but impactful history, having been
founded in 1996. It is often associated with innovation in sports apparel and a commitment to
performance. This history and heritage shape how customers perceive the brand's authenticity and
dedication to its mission.

➢ Experience: The overall brand experience customers have with Under Armour is crucial. Positive
experiences, including product performance, customer service, and brand engagement, contribute
to a favourable brand image.

In summary, Under Armour's imagery, as perceived by its customers, is likely to revolve around a brand
that is synonymous with athletic performance and active living. Customers view Under Armour as a brand
that caters to their needs in terms of high-quality sportswear, with a strong focus on functionality and a
commitment to values related to determination and excellence. The brand's history and heritage also

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play a role in shaping its image. Ultimately, the brand's ability to consistently deliver on these perceived
attributes influences its brand equity in the Imagery dimension.

4. Judgement

The Judgement dimension of the Customer-Based Brand Equity (CBBE) model focuses on how customers
assess and evaluate a brand in terms of various aspects, including quality, credibility, consideration, and
superiority. Let's analyze how customers might judge Under Armour in these aspects:

➢ Quality: Customers often judge Under Armour on the quality of its products. Under Armour has
built a reputation for producing high-quality sports apparel and performance gear. Customers assess
the brand based on the durability, functionality, and overall performance of its products. A positive
judgment in this aspect contributes to strong brand equity.

➢ Credibility: Under Armour's credibility is closely tied to its ability to deliver on its promises and
maintain a consistent level of quality. Customers assess the brand's trustworthiness, reliability, and
authenticity. Credibility is often influenced by factors like product reviews, endorsements by
athletes, and the brand's history of innovation and performance.

➢ Consideration: Customers judge Under Armour based on how well the brand considers their needs
and preferences. This includes factors like product variety, sizing options, and inclusivity in terms
of catering to various sports and fitness activities. A brand that considers a wide range of customer
preferences tends to receive positive judgment. Under Armour is indeed able to deliver these thus
making it more stronger in terms of positive judgement.

➢ Superiority: Under Armour's customers evaluate the brand's superiority in comparison to

competitors. They assess whether Under Armour stands out in terms of product innovation, design,
and performance. Superiority can also be influenced by the brand's ability to set trends and lead in
the sports apparel industry. To some extent, it has been successful in staying ahead of its
competition.

In summary, Under Armour's judgment in the eyes of its customers revolves around the perceived quality
of its products, its credibility in consistently delivering on promises, the consideration it shows to diverse
customer needs and its superiority over competitors in terms of innovation and performance. Positive
judgments across these aspects contribute to strong brand equity, as customers are more likely to choose
and remain loyal to a brand they perceive as high-quality, credible, considerate, and superior in its category.

5. Feelings

The Feeling dimension of the Customer-Based Brand Equity (CBBE) model focuses on the emotional and
psychological responses that customers have towards a brand. Let's examine how customers might feel
about Under Armour in terms of warmth, fun, excitement, security, social approval, and self-respect:

➢ Warmth: Customers may not necessarily associate Under Armour with feelings of warmth, as it
is primarily known for sports apparel and performance gear. However, warmth can be interpreted
in terms of the brand's commitment to customer satisfaction and community-building. Customers
may feel warmly towards Under Armour if they perceive the brand as genuinely caring about their
needs and experiences.

➢ Fun: While Under Armour is primarily focused on functionality and performance, there can still
be an element of fun associated with the brand. Customers might find excitement and enjoyment

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in using Under Armour products during their sports and fitness activities, especially when they
achieve their goals or experience improved performance.

➢ Excitement: Under Armour often collaborates with athletes and sponsors sporting events, which
can generate excitement among customers. Additionally, the launch of new product lines or
innovative technologies can create excitement and anticipation among sports enthusiasts and
athletes.

➢ Security: Customers feel a sense of security when choosing Under Armour products. This could
be related to the brand's reputation for quality and durability. Knowing that they are wearing
reliable sports gear can provide a sense of security during physical activities.

➢ Social Approval: Under Armour is associated with a community of athletes and fitness enthusiasts.
Customers who use Under Armour products feel a sense of social approval or belonging, especially
if they identify with the brand's values and ethos. Being part of a brand that is popular among peers
can boost social approval.

➢ Self-Respect: Wearing Under Armour can be seen as a form of self-respect for individuals who
prioritize fitness and active lifestyles. Customers feel that by choosing Under Armour, they are
respecting their own commitment to health and well-being.

In summary, the Feeling dimension for Under Armour encompasses a range of emotions and psychological
responses, including a sense of community, excitement, security, and self-respect. While warmth and fun
may not be the primary emotional associations with the brand, Under Armour can evoke positive feelings
related to performance, belonging to a community of like-minded individuals, and achieving personal
fitness goals. These emotional connections contribute to the brand's overall equity and customer loyalty.

6. Resonance

The Resonance dimension of the Customer-Based Brand Equity (CBBE) model focuses on the depth and
intensity of the relationship that customers have with a brand. Let's explore how customers might resonate
with Under Armour in terms of loyalty, attachment, community, and engagement:

➢ Loyalty: Under Armour aims to build strong customer loyalty through its commitment to quality
and performance. Customers who consistently choose Under Armour products for their sporting
and fitness needs develop a sense of loyalty to the brand. This loyalty often translates into repeat
purchases and a preference for Under Armour over competitors.

➢ Attachment: Attachment goes beyond simple brand loyalty and involves an emotional connection
to the brand. Customers who feel attached to Under Armour have a deep emotional affinity for the
brand, perhaps due to shared values or memorable experiences related to the products. This
emotional attachment can lead to a stronger and more enduring relationship with the brand.

➢ Community: Under Armour has built a community of athletes, fitness enthusiasts, and active
individuals who identify with the brand's values and mission. Customers who engage with this
community may feel a sense of belonging and camaraderie. This sense of community can foster
brand resonance as customers connect not only with the products but also with like-minded
individuals.

➢ Engagement: Engagement measures the level of customer involvement and interaction with the
brand. Under Armour encourages engagement through various means, such as social media, events,
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Under Armour

and fitness challenges. Customers who actively participate in these activities and engage with the
brand's content are more likely to resonate with Under Armour.

In summary, the Resonance dimension for Under Armour reflects the brand's success in building strong
and enduring relationships with its customers. This includes fostering loyalty among customers, creating
emotional attachments, nurturing a sense of community, and encouraging active engagement. A brand that
excels in these aspects tends to have a dedicated and enthusiastic customer base that not only purchases its
products but also advocates for and promotes the brand, contributing to its long-term success and brand
equity.

We can summarize the above with the help of a diagram as stated below:

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Under Armour

Conclusion

In summary, our analysis of Under Armour's brand equity using the Customer-Based Brand Equity (CBBE)
model reveals that the brand has effectively established a strong and positive brand image. Under Armour
has built a robust presence in the sports apparel and performance gear industry across all dimensions of the
CBBE model:

Salience: Under Armour is recognized for its association with sports apparel and performance gear,
and it meets the needs of its customers in terms of quality and innovation.

Performance: The brand consistently delivers high-quality products with a focus on durability,
comfort, and technical features. It also excels in serviceability and customer support.

Imagery: Under Armour is perceived as a brand for athletes and fitness enthusiasts, with a dynamic
personality and values aligned with determination and excellence.

Judgement: Customers judge Under Armour positively for its quality, credibility, consideration of
customer needs, and its ability to stand out in terms of innovation and performance.

Feelings: Under Armour evokes positive emotions related to performance, community, excitement,
security, social approval, and self-respect, fostering emotional connections with customers.

Resonance: The brand has successfully cultivated strong brand resonance, characterized by
customer loyalty, emotional attachment, a sense of community, and active customer engagement.

Overall, Under Armour has effectively built and strengthened its brand equity by delivering on both
functional and emotional aspects, creating a deep and enduring connection with its customer base. This
positive brand equity contributes to the brand's continued success and competitive advantage in the sports
apparel industry.

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