Why choose lifestyle branding?

Puma recently transformed its marketing away from touting the performance of its athletic footwear and apparel, focusing instead on presenting a lifestyle image based around leisure. Alex Chernev, associate professor of marketing at the Kellogg School of Management at Northwestern University, suggests that Puma may have inadvertently booted its standing as a leading soccer brand by positioning itself as a “lifestyle brand,” and taken on a whole raft of apparel competitors outside its sporting niche.  Advertising Age (tiered subscription model)


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