burton brand analysis
DESCRIPTION
Brand analysis of the Burton brand for a Global Brand Management course.TRANSCRIPT
![Page 1: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/1.jpg)
Doohee Chang, Chen-Chen
Ho, Faith Ekudu, Lauren
Jacob, Mandi Lu, Marie
Nicolini, & Mike O’Brien
![Page 2: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/2.jpg)
Founded in 1977, by snowboarding enthusiast Jake Burton
Most Influential in transitioning snowboarding from backyard hobby to world class sport
“Snowboarding is a culture, and Burton invented that culture”
Burton remains the international market leader in snowboards and related gear
![Page 3: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/3.jpg)
Punk Rock Movement
Surfing on the Snow
![Page 4: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/4.jpg)
Rider
Expression
Adventur
e
Indiv
idu
al
Endurance
![Page 5: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/5.jpg)
Cutting Edge
TechnologyContemporary Designs
![Page 7: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/7.jpg)
SolutionFrom the beginning…
1982New Opportunities
Donna Carpenter
1992Past Decade
![Page 8: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/8.jpg)
• Jake Burton• Burton Employees• Core Promise• Innovation
• Snowboarders
![Page 9: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/9.jpg)
•AVAILABILITY•AFFORDABILITY•UP-TO-DATE STYLES
Points of Parity
![Page 10: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/10.jpg)
Points of Diff erence•Everything snowboarding•This is a lifestyle•Technology•Gear•Series 13
![Page 11: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/11.jpg)
Just Snowboarding.
.
Just
You. Just Ride.
![Page 13: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/13.jpg)
Introductory announcements Contemporary executions
PUBLIC MESSAGES
![Page 14: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/14.jpg)
Distribution Strategies
• Flagship Stores • Local Retailers• Burton Online Stores
![Page 15: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/15.jpg)
![Page 16: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/16.jpg)
![Page 17: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/17.jpg)
2002 & 2006 Olympic Sponsor
![Page 18: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/18.jpg)
Whatever Burton Makes and Sells Carries Burton’s Culture
Burton’s product Lines characterizes the brand:18-year-old boy and wannabe
“A very important factor to this crew is that what they are riding and wearing is something their parents would never be caught dead in,”
![Page 19: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/19.jpg)
![Page 20: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/20.jpg)
THE BURTON FAMILYTHE BURTON FAMILYExtending the
BrandExtending the
Brand
![Page 21: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/21.jpg)
Based on Burton’s apparent brand balance (familiarity meets appeal)
within its respective industry, should the brand consider
extending into the ski industry?
Why?
If yes, how?
![Page 22: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/22.jpg)
Ø DETERIORATION OF THE BRAND IMAGE
Ø LOGICAL PRODUCT EXTENSION… NOT
LOGICAL POSITIONING EXTENSION
Ø BURTON WILL/SHOULD NEVER
PRODUCE SKIS!
![Page 23: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/23.jpg)
Reflections with Matt Lewis,Softgoods Innovation Manager, Burton (Burlington, Vt.)
Over the years, there has been a constant focus on GEAR, TECH and TEAM
Ubiquitous industry presence, everywhere it needs to be … Transworld Mag., online, resorts, rider sponsorships, secondary magazines (Maxim, Playboy)
Successful Mix of Product and Presence :Performance/FunctionalityMaterialsQualityAestheticPrice
![Page 24: Burton Brand Analysis](https://reader033.vdocuments.us/reader033/viewer/2022061207/5485c6f85806b5d1588b47da/html5/thumbnails/24.jpg)
THANK YOU
All pictures courtesy of Burton website