What position has Under Armour achieved for this brand in the market?

Using the Under Armour Case (Kraft & Lee, 2009). Under Armour is a well-known athletic apparel brand with strong Maryland roots. Respond to these points in your discussion of this case, citing sources from this week’s readings to support your views.

What position has Under Armour achieved for this brand in the market?
How has Under Armour achieved its positioning for the brand?
How does this approach build value in the brand?
What are the points of parity for the Under Armour brand?
What are the points of difference?

Now going beyond the case study, choose one of the following to complete your discussion.

Is Under Armour a valuable brand? How can you tell? Do you have any concerns for this brand? Cite evidence and sources for your concerns.
Does Under Armour have loyal customers? Do Under Armour customers “love” the brand? How can you tell? Cite evidence and sources for your view.
Is Under Armour a digitally savvy brand? How can you tell? Cite evidence and sources for your view.
Since the time of the Under Armour case has the brand experienced any challenges? Cite credible sources to support your views.

some sources to use…
Customer satisfaction, loyalty and empowerment. (n.d.). Chapter 14. In Principles of Marketing. http://open.lib.umn.edu/principlesmarketing/part/chapter-14-customer-satisfaction-loyalty-and-empowerment/
Branding. (n.d.) In Boundless Marketing. https://courses.lumenlearning.com/boundless-marketing/chapter/branding/

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