USING ATHLETE ENDORSEMENT IN BRAND POSITIONING – An insight from multinational sports goods companies

It has become a popular method in marketing campaigns to use well-known and admired personalities to promote products. A famous person can draw attention to the brand and change consumers’ perceptions of the brand. The research problem of this study was to offer guidelines on how to use athlete endorsement effectively in brand positioning. This research tried to illustrate how athlete endorsement is a vital brand building factor. Athletes have been found to have special credibility, so this research concentrated on the sports goods industry. Furthermore, athlete endorsement has become a natural part of communicating a sports brand. Athletes highlight the performance of the brand to the consumers. The study was conducted as a qualitative research applying case study method. The two case companies selected for this study were Adidas and Puma. The main findings of the empirical research corresponded to the theoretical framework of the study. Brand positioning strategies in the sports goods industry often include athlete endorsement to some extent. Large multinational companies try to attract the best athletes to promote their brand. The key to successful brand positioning is to have a good product with the right personalities to promote it. However, large multinational companies may face difficulties in localizing their marketing efforts. As a result, global campaigns may not be lucrative everywhere. The role of an expert in an athlete’s sport has resulted in increasing credibility in promoting brands. Creating a superior product in consumers’ minds creates competitive advantage. A top athlete may be linked with superior equipment. After considering the goals of the positioning strategy, companies need to plan their brand awareness process, brand image and brand values. Then, athletes need to be selected based on their characteristics to meet the criteria. Sport sponsorship is a way to support the message delivered through athlete endorsement. Athlete endorsement and sport sponsorship complement the marketing communications mix of a brand. Additionally, companies raise brand awareness and communicate brand image through the athlete. Thus, athletes may earn more money through the sponsorship deals and even feature the advertisements after their professional career. Key words

A Design Methodology for the Compensation of Positioning Deviation in Gantry Manipulators

This work presents recent results concerning a design methodology used to estimate the positioning deviation for a gantry (Cartesian) manipulator, related mainly to structural elastic deformation of components during operational conditions. The case-study manipulator is classified as gantry type and its basic dimensions are 1,53m x 0,97m x 1,38m. The dimensions used for the calculation of effective workspace due to end-effector path displacement are: 1m x 0,5m x 0,5m. The manipulator is composed by four basic modules defined as module X, module Y, module Z and terminal arm, where is connected the end-effector. Each module controlled axis performs a linear-parabolic positioning movement. The planning path algorithm has the maximum velocity and the total distance as input parameters for a given task. The acceleration and deceleration times are the same. Denavit-Hartemberg parameterization method is used in the manipulator kinematics model. The gantry manipulator can be modeled as four rigid bodies with three degrees-of-freedom in translational movements, connected as an open kinematics chain. Dynamic analysis were performed considering inertial parameters specification such as component mass, inertia and center of gravity position of each module. These parameters are essential for a correct manipulator dynamic modelling, due to multiple possibilities of motion and manipulation of objects with different masses. The dynamic analysis consists of a mathematical modelling of the static and dynamic interactions among the modules. The computation of the structural deformations uses the finite element method (FEM).

Observatorio de la Gestión Urbana: Avances y Retos de la Gestión Pública Ordenamiento Territorial, Renovación Urbana y Espacio Público. No. 1. Diciembre de 2010

Gestión del conocimiento

Observatorio de la Gestión Urbana: Avances y Retos de la Gestión Pública Ordenamiento Territorial, Renovación Urbana y Espacio Público. N. 2. Diciembre de 2011

Gestión del conocimiento

Foro Situación y perspectivas de la economía Bogotana. Visión económica del Plan de Ordenamiento Territorial

Gestión del Conocimiento

Documentos sectoriales para la revisión del Plan de Ordenamiento Territorial de Bogotá : ciudad densa y compacta

Gestión del conocimiento

Memorias del foro el plan de ordenamiento territorial de Bogotá

Gestión del conocimiento

"""Propuesta Estratégica Ambiental para la revisión del Plan de Ordenamiento Territorial de Bogotá"""

Gestión del conocimiento

El ordenamiento territorial del noreste de Mexico [por] Rogelio de la Garza Flores.

Tesis (Maestría en Ciencias para la Planificación de los Asentamientos Humanos) U.A.N.L.

Disparidades regionales demográficas en México, 1980-2005: una aproximación econométrico-espacial a la distribución territorial de la población municipal.

Tesis (Maestría en Ciencias para la Planificación de Asentamientos Humanos) UANL, 2010.

Sistema para el ordenamiento territorial y la orientación en el crecimiento de los usos del suelo en Matamoros, basado en la estructura vial urbana.

Tesis (Maestría en Ciencias para la Planificación de los Asentamientos Urbanos) UANL, 2014.