Final answer:
Adidas initially used a single brand name strategy, where all products were marketed under one brand name, simplifying marketing efforts and contributing to a powerful brand image but also risking collective brand damage from negative publicity of individual products.
Step-by-step explanation:
Originally, all adidas products being marketed under the adidas brand name is an example of a single brand name strategy. This brand-naming strategy is used when a company chooses to market all its products and services under one and the same brand name. This approach can simplify the marketing strategy by building a single, powerful brand image. It reduces advertising costs since all products contribute towards the visibility and reputation of a single brand rather than dividing efforts across multiple brands.
However, it also means that negative publicity affecting one product can impact the perception of all products under this umbrella brand. As businesses grow and diversify, they often move to more complex brand-naming strategies, such as individual product brand names or sub-brands to differentiate offerings and target different market segments.