adidas brand profile in Germany 2024
How high is the brand awareness of adidas in Germany?
When it comes to sportswear users, brand awareness of adidas is at 98 percent in Germany. The survey was conducted using the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name.
How popular is adidas in Germany?
In total, 70 percent of German sportswear users say they like adidas. However, in actuality, among the 98 percent of German respondents who know adidas, 71 percent of people like the brand.
What is the usage share of adidas in Germany?
All in all, 68 percent of sportswear users in Germany use adidas. That means, of the 98 percent who know the brand, 69 percent use them.
How loyal are the owners of adidas?
Around 57 percent of sportswear users in Germany say they are likely to use adidas again. Set in relation to the 68 percent usage share of the brand, this means that 84 percent of their owners show loyalty to the brand.
What's the buzz around adidas in Germany?
In March 2024, about 45 percent of German sportswear users had heard about adidas in the media, on social media, or in advertising over the past three months. Of the 98 percent who know the brand, that's 46 percent, meaning at the time of the survey there's considerable buzz around adidas in Germany.
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