Kotler and Keller describe branding as “endowing products and services with the power of a brand” (2009, p. 110). Puma is an exceptional global sportswear brand producing high-quality, fashionable shoes, clothing and accessories. In 1924, Rudolph Dassler established the Puma brand in Germany as an athletic sneaker company. Puma is a global company that has become a leader in the sportswear industry. Additionally, Puma has high brand value due to the company's focus on innovation and design to produce high-quality, fashionable sports products. Kotler and Keller (2009) state that “brand equity is the added value conferred on products and services, reflected in the way consumers think, feel and act in relation to the brand, as well as in prices, the share of market and brand profitability. brand commands for the company” (p. 111). The leaping Puma logo is a very bold iconic symbol that is very easily recognizable to consumers. This Puma logo is designed to symbolize to consumers the strength, power and agility of the brand. The Puma brand logo creates positive customer-based brand equity because it is recognized by consumers as representing the company's stylish sports products (Olson, Czaplewski & Slater, 2005). Brand building criteria Memorable: the Puma leaping logo is easily recognizable when both purchasing and wearing the brand's products. Puma is widely recognized by consumers in the global sports manufacturing market as a cool, fashionable and stylish brand. Puma is a brand highly sought after by trendy fashion consumers. Business Wire reports that Puma “is the global sports brand that successfully merges sports, lifestyle and fashion influences. Puma's unique industry perspective of...... middle of paper ......sKotler, P. & Keller, KL (2009) A framework for marketing management (4th ed.). Upper Saddle River: Prentice Hall. Olson, E., Czaplewski, A., and Slater, S. (2005). Stay cool. Marketing Management, 14(5), 14-17. Retrieved from Business Source Complete database. Parsons, R. (2009). Puma to kick off FIFA World Cup with phone launch. Marketing Week (01419285), 32(41), 7. Retrieved from Business Source Complete database. PUMA North America selects employees to manage rapid growth; flexibility, ease of use and lack of IT support determine the retailer's HR decision. (October 4, 2004). Business Wire, 1. Retrieved February 9, 2010 from ABI/INFORM Dateline. (Document ID: 706745581). Schaefer, D. (August 22, 2009). Puma sales increased thanks to Bolt sprints. Financial Times, 10. Retrieved February 9, 2010 from ABI/INFORM Global. (document ID: 1841405091).