Kotler and Keller describe branding as “giving products and services the power of a brand” (2009, p. 110). Puma is an exceptional global sportswear brand that produces high-quality fashionable footwear, apparel and accessories. In 1924, Rudolph Dassler founded the Puma brand in Germany as an athletics sneaker company. Puma is a global company that has become a leader in the sportswear industry. Additionally, Puma has great 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 how consumers think, feel and act about the brand, as well as in prices, market share and profitability of the brand." brand commands for the company” (p. 111). The jumping 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 athletic products (Olson, Czaplewski & Slater, 2005). Criteria for building the brand Memorable: The jumping Puma logo is easily recognizable both when purchasing and wearing the brand's products. Puma is widely recognized by consumers in the global sports manufacturing market as a cool, fashionable and trendy brand. Puma is a highly sought after brand among fashionable consumers. Business Wire reports that Puma “is the global sports brand that successfully blends the influences of sport, lifestyle and fashion. Puma's unique industry perspective d...... middle of paper ......sKotler, P. & Keller, KL (2009) A framework for marketing management (4th ed.). Upper Saddle River: Prentice Hall. Olson, E., Czaplewski, A., & Slater, S. (2005). Stay calm. Marketing Management, 14(5), 14-17. Retrieved from Business Source Complete database.Parsons, R. (2009). Puma will kick off the FIFA World Cup with the launch of the phone. Marketing Week (01419285), 32(41), 7. Retrieved from Business Source Complete database.PUMA North America recruits staff to handle rapid growth; flexibility, ease of use and no IT support drive the HR decision for the retailer. (2004, October 4).Business Wire,1. Retrieved on February 9, 2010 from ABI/INFORM Dateline. (Document ID: 706745581). Schaefer, D. (2009, August 22). Puma sales increased from Bolt sprints. Financial Times, 10. Retrieved February 9, 2010, from ABI/INFORM Global. (Document ID: 1841405091).