Mapping the associative structure of sportswear brand image

Introduction. Understanding a brand’s associative structure is crucial for developing effective marketing strategies. Conceptual mapping enables visualization of brand image as an aggregated semantic network, allowing marketers to analyze brand perception at different structural levels. Aims. This study examines the associative structures of sportswear brands Adidas and Puma to identify key differences in their brand images. Materials and methods. This study employs a three-stage conceptual mapping approach: Stage 1. association generation; Stage 2. individual map creation; Stage 3. aggregate map construction. Study participants – Russian sample: Stage 1 – 35 Adidas consumers (gender: 14 m, 21 f, age: M = 23); 31 Puma consumers (gender: 9 m, 22 f, age: M = 25); Stage 2 – 19 Adidas consumers (gender: 6 m, 13 f, age: M = 20); 17 Puma consumers (gender: 5 m, 12 f, age: M = 20). Results. The analysis reveals distinct associative patterns between brands, demonstrating how sportswear brand images differ structurally. These findings enable assessment of brand image alignment with corporate marketing objectives. Conclusion. The study demonstrates the utility of conceptual mapping for brand image analysis, as exemplified by Adidas and Puma.