Click clack : examining the strategic and entrepreneurial brand vision of Under Armour

Using non-traditional brand strategy and innovative techniques, Under Armour quickly established a dominant presence in the sport performance apparel market as a newcomer in its product category. It established strong brand equity among consumers through its messaging and authentic relationship with target consumers. Utilising marketing and brand management theories, this study analysed the entrepreneurial strategies implemented by Under Armour in establishing the company\u27s current positioning in the sport performance apparel marketplace. Using Aaker\u27s (2005) strategic market management theory and Porter\u27s (1980) competitive forces model as a framework, this study analysed the different marketing methods utilised to develop, maintain, and sustain the Under Armour brand.<br /

The Current State of Women Print Journalists: An Analysis of the Status and Careers of Females in Newspapers Sports Departments

The purpose of this study was to provide an analysis of the current state of women journalists within the sports departments at newspapers across the United States. This investigation involved a determination of their demographic make-up, job status within the sports department, rationale for entering the field, and advice for younger women preparing to follow in their footsteps. The findings suggest that although the large majority of women have faced discrimination in the sport media, they believe improvements have been made towards equity. The majority of respondents noted that they were happy with the assignments they had been given. Subjects did, however, feel that they were assigned to cover females more than their male counterparts, and some responses regarding dissatisfaction with their positions was also noted. Copyright Springer Science + Business Media, Inc. 2005media, sport, female, journalist, reporters,