... The consumer may have encountered a pessimistic experience with a specific brand and may never consider purchasing it again, or there may be a brand that simply does not stand out to the consumer and it is passed up". (www.onpointmarketing.com) Background information The companies' website states that the brand was established in 1948 by German Adi Dassler. By taking two syllables from his first and last name, Adi Dassler created Adidas. A year later Dassler registered the threes stripes as the companies symbol. After being in the Dassler family for around 70 years, the family withdrew from the company in 1989 and the enterprise was now transformed into a corporation. Since then the company has had two Chairman's including Robert Louis-Dreyfus, who was running the company from 1993 to 2001 and its current leader Herbert Hainer. Since1997 Adidas has acquired the Solomon AG group and renaming its company as Adidas AG. ...

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