- Write a positioning statement for the UA brand, and evaluate the drivers of UA’s initial brand- building success.
- Analyze the brand’s ads targeted at women (see Table 2 in the case) to determine how well they align with the brand’s positioning and how they resonate with women.
- Derive and articulate the different approaches UA has used to reach and resonate with women.
- Recommend the ideal approach going forward to achieve the goal of $1.9 billion in sales to women by 2019.
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