COP Practical: Re-writing the Brief

Brief:
To create digital responses for Adidas to change their gender association in relation to football, to create a more inclusive brand, in support of there 'Calling all Creators Campaign' which aims to break boundaries within sport as their current materials portrays a very masculine image despite selling products for both men and women.

Research focus/Background considerations:

• Explore the aims of 'Calling All Creators' campaign to identify how to covey the breaking of boundaries within the digital campaign. 
• Research existing representation of women in Adidas's sports branding surrounding football. 
• Explore how far women's football has progressed to identify the changes.
• Counter stereotypes considered and change the perception of football.

Deliverables:

• Series of digital responses to be used by Adidas for their website to create a more gender inclusive brand.
• document development on blog 
• x6 design boards documenting design process

Mandatory Requirements:

• Highlight identified issues/difference found during research 
• Final product should be finished to a professional standard so that it could be easily visualise/put into place within desired settings 
• Context should show an understanding of the target audience and the brand values and aims of Adidas as a whole and within the 'Calling All Creators Campaign'.  

Research References :

• Initial Practical Research:
• Bajkowski, S. (2017). How much do women footballers earn? WSL salaries explained. [online] Manchester Evening News. Available at: http://www.manchestereveningnews.co.uk/sport/football/football-news/how-much-women-footballers-earn-1114748 [Accessed 3 Dec. 2017].
• Wigmore, T. (2017). Sport’s gender pay gap: why are women still paid less than men?. [online] Newstatesman.com. Available at: https://www.newstatesman.com/politics/sport/2016/08/sport-s-gender-pay-gap-why-are-women-still-paid-less-men [Accessed 3 Dec. 2017].
• Kessel, A. (2017). English football: when women ruled the pitch. [online] the Guardian. Available at: https://www.theguardian.com/football/2009/sep/10/england-womens-football-team [Accessed 3 Dec. 2017].

• Essay:

•  Kotler, P. and Keller, K. (2003). Marketing management. 14th ed. pp.242-243.
• Clifton, R. and Ahmad, S. (2009). Brands and branding. New York: Bloomberg Press, pp.16-19.
• Aaker, J. (1997). Dimensions of Brand Personality. SSRN Electronic Journal, pp.347-348.
• Frieden, L. (2013). The role of consumer gender identity and brand concept consistency in evaluating cross gender brand extension. Post Graduate. University of South Florida.
• Grohmann, B. (2009). Gender Dimensions of Brand Personality. Journal of Marketing Research, 46(1), pp.105-119.
• Bem, S. (1974). The measurement of psychological androgyny. Journal of Consulting and Clinical Psychology, 42(2), pp.155-162.
• Ye, L. (2008). The impact of gender effects on consumers' perceptions of brand equity: a cross-cultural investigation. University if North Texas.
• Berntson, A. (2006). Branding and Gender: how adidas communicate gender values. Post Graduate. Karlstad University.
• Costa, E. (2003). How the world changed social media. UCL Press, pp.114-115.
• Cohan, J. (2001). Towards a New Paradigm in the Ethics of Women's Advertising. Journal of Business Ethics, 33, pp.323-337. 
• Grow, J. (2017). The Gender of Branding: Antenarrative Resistance in Early Nike Women's Advertising. [ebook] Available at: http://epublications.marquette.edu/cgi/viewcontent.cgi?article=1059&context=comm_fac [Accessed 22 Nov. 2017]