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Analysis of New Balance's Brand Positioning and Competitive Advantages
- 1 International Business School, Xi'an Jiaotong-Liverpool University, Jiangsu, 215123, China
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Abstract
New Balance, founded in 1906, has grown into a global leader in the sportswear market by emphasizing comfort, performance, and domestic manufacturing. This paper evaluates New Balance’s brand positioning strategies and how they contribute to its competitive advantage. The analysis highlights the brand's ability to differentiate itself through localized production, commitment to sustainability, and avoidance of celebrity endorsements. By focusing on quality and authenticity, New Balance has built a loyal customer base while appealing to environmentally conscious consumers. Despite these strengths, the brand faces challenges in adapting its strategy to different global markets, particularly in regions where celebrity endorsements and trend-driven products dominate. New Balance’s growing focus on digital marketing, sustainability, and emotional connections with consumers presents significant opportunities for further market expansion. The research demonstrates how mid-sized brands like New Balance can compete successfully in saturated markets by maintaining strong differentiation and consumer loyalty. These insights are valuable for brands seeking to strengthen their market presence through effective positioning strategies.
Keywords
New Balance, brand positioning, sustainability, differentiation, sportswear market
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Cite this article
Fang,Y. (2024). Analysis of New Balance's Brand Positioning and Competitive Advantages. Advances in Economics, Management and Political Sciences,141,1-6.
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Volume title: Proceedings of ICFTBA 2024 Workshop: Finance's Role in the Just Transition
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