Evaluation of How Go-Pro Place Themselves among Competitors - Essay Example

Synoptic Essay: Go-Pro Corporation Introduction Go-Pro previously known as, Woodman Labs, is a United s based corporation. NickWoodman created the business in 2002. The company deals with the designing, manufacturing, and the marketing of high-definition unique personal cameras. Their products are exclusive because of the features they possess. First, they are small, enabling it to be positioned anywhere. Second, the versatility nature of their products allows for easy mounting on different objects. Finally, their small size makes them indestructible. Consequently, the corporation offers people the ability to capture footages of great eminence. Presently, Go-Pro Corporation is performing greatly within its industry through the production of latest camera models, an example being the Hero4. Through the analysis of various academic papers, this essay will evaluate how Go-Pro place themselves among competitors, as a brand. In addition, it will analyze designs marketing operations aimed at creating brand equity. Finally, this paper will look at how Go-Pro has utilized secondary brand associations to put up brand equity. Brand Positioning Park claims that the success of businesses in the current markets always relies on what the business is offering its consumers. The concept of positioning is usually concerned with efforts aimed at changing substantial characteristics to unsubstantial ones (Manhas, 2010). The present day success of Go-Pro is partly a contribution of brand positioning. The Go-Pro Corporation uses various elements in order to make their brand positioning a success. First, the Corporation uses a Logo. It consists of four boxes each possessing diverse shades to symbolize various uses of their products (Lin & Chang, 2010). The first box given by sky-blue shade is a representation of the motocross, cross-country, and downhill biking. The second one signifies surf. The third box that is dark blue, symbolizes underwater activities and capability of their camera to continue performing. The final box is white in colour signifying snow sports. Clearly, the choice of colour in representing possible places to use their products builds up resonance amongst consumers. The Go-Pro Corporation uses colour theory to enhance its positioning as a brand (Baehr, Baehr, & Schaller, 2010). The choice of name Go-Pro has also aided in the positioning of the corporation as a brand. The choice of its names comes from the passion for majority of athletes and photo whom at various point of their career always wish to ‘go pro’. Categorically, the corporation name makes it convenient to the photography and athlete segment, because they have a common interest of going pro. Furthermore, the name ‘go’ gives the corporation the ability to spread out into new market sectors. The Corporations slogan urging customers to be heroes is appropriate to its name. They play an important role of motivating their customers to go beyond ordinary limits. Consequently, this makes the slogan memorable and meaningful. A desire for achieving limits beyond the ordinary is not subject to geographical location restriction. Therefore, this makes Go-Pro product to stand out as a brand. The availability of a transformed point of access of the films has made it easy to use. Even though this technology was in existence before but the creation of a camera specifically with the ability of point of access will always be associated with Go-Pro. This will be regardless of whether the creation of the Video was by Go-Pro or not. For instance, a video about a snowboarder is linked to Go-Pro as the product used in the recording. At the beginning of entirely all Go-Pro branded recordings, there exists a memorable sound corresponding to the logo that introduces the recording. The general nature of the sound across all Go-Pro products makes it likable by many. Designing Marketing Campaign to Brand Equity Effective marketing campaign is what has separated Go-Pro from its competitors. Shamma asserts that it is usually the responsibility of marketers to establish relevant marketing activities aimed at bringing value to the brand (Shamma, 2011). The main purpose behind their marketing campaign is to create brand equity. Go-Pro Corporation has invested in numerous initiatives that aim of making them more competitive in the market sector. The main campaign used is the user generated content. Various consumers of the Go-Pro products act as the main marketers. They freely take pictures during different activities and post them over the social media sites and the company’s website. Consequently, this makes them accessible to various people, who at the end express their desire for the Go-Pro cameras. Clearly, this makes the users the able ambassadors who end up creating new pictures and videos on behalf of the company (Honigman, 2013). Second, Honigman asserts that the incorporation of emotion and passion makes the company unique consequently marketing them. The reason behind the constant success is the realization of how to apply voice in their content. Thus, the uniqueness brought about by the two aspects makes them popular within their sector (Honigman, 2013). Third, the company has the ability to enhance the market campaigns through empowering brand representatives (Leila & Abderrazak, 2013). Even though it is not a new aspect within the marketing industry. Go-Pro makes it unique by getting the ambassadors who have passion in various activities. Therefore, Go-Pro makes their passion shine through in the content they assist in the content they help in its creation. Consequently, this to a great deal yields better results (Honigman, 2013). Fourth, affordability is one of the distinctive characteristic of Go-Pro Corporation. The prices of the cameras range from a hundred and fifty to three hundred dollars. However, what differ are the abilities, mounting accessories and the technology. The nature of affordability always makes it accessible to almost everybody (Honigman, 2013). Fifth, the availability of Go-Pro products on the internet platform makes it accessible for purchases in any point of the world. Furthermore, the stores that sell the Go-Pro products act as an informative platform for potential clients from both the athlete segment and other sectors. Through having their products in the internet markets and retail stores, the company has been able to boost its marketing campaign (Honigman, 2013). Finally, they offer cameras with the ability of capturing images up to -11 megapixels. It is unique because of the size, which is around thirty millimetres by sixty millimetres and forty-two millimetres. Furthermore, as a way of adopting an elaborate marketing campaign, the corporation offers various types of camera to suit different needs. In addition, the company has strengthened its marketing campaigns by the introduction of new versions of cameras with more improved features. For illustration, the features of this new camera consist of capability of placing two cameras in a shell to take a three dimensional images. Even though, this might not seem as an appealing technology but to the photographers it offers an innovative technology at affordable prices. The constant improvement and continuous developing the capability of the camera contributes to the camera being the most resourceful camera (Honigman, 2013). Using Secondary Brand Association There exist numerous reasons that influence corporations into going for brand associations (Koricha). Keller asserts that secondary brand relations may be of significance if the existing brand associations are incomplete in some manner. This is to imply, that secondary associations might be of great significance in creating favourable conditions for the thriving of the business (Keller, 2013). The secondary association that the Go-Pro company is involved in is for creating a unique, favourable, and strong association that will not have been in existence. The existence secondary association involving Go-Pro is that with Red-Bull. The interest of Go-Pro Corporation to its counterpart was because it uses guerrilla-marketing practice. That consequently embeds it in extreme sport customs and spirited athletics, alongside other sectors. The Red-Bull logos are present in various Go-Pro’s viral advertisements. The primary aim of this is to link up nodes associated with Red-Bull to their counterpart’s brand. Some of the major aspects that customers relate to Red-Bull’s photos are extreme culture, exceed speed, energy, crushed ice and many more. The representation of the aspects happens on Go-Pro’s brand pictures because of their involvement in Go-Pro’s videos. The relationship existing between the associates fits perfectly. Reason being, both brands motivate the consumers into being better in what they do. Red-Bull makes this capable by giving their customers ‘wings’. On the other hand, Go-Pro enables them to emerge as ‘heroes’. The formation of associations provides an effective way through which the formation of brand equity happens. The association enables tapping into information from a joint memory such that when conveyed to the consumers it gives them meaning. Therefore associations Go-Pro Corporation the ability to perform better in their sector (Kotler & Keller, 2011). Conclusion Go-Pro has continued to maintain greater performance in the manufacturing of high-definition cameras. The continued success is because of their determination to win the hearts of their customers by offering products that are unique and affordable. In addition, the company has been able to expand their circle of clients due to its brand positioning that has made it unique among its competitors. The branding utilized factors such as the slogan, various shades, easy to use camera, and the choice of name. In the need to build brand equality, the corporation designed various marketing strategies that still made it stand as being efficient and reliable. Some of this strategies used included affordable pricing, availability on the online markets, marketing by use of ambassadors and consumers. Finally, Go-Pro Company formed an association with Red-Bull. The main aim was to ensure they had properly built their brand equity. References Baehr, C. M., Baehr, C., & Schaller, B. (2010) The Color Theory, In C. M. Baehr, C. Baehr, & B. Schaller, Writing for the Internet (p. 146). New York: ABC-CLIO. Honigman, B. (2013, March) How GoPro Does Content Marketing Like a Pro. Retrieved December Friday, 2014, from Contently: http://contently.com/strategist/2013/03/08/how-gopro-does-content-marketing-like-a-pro/ Keller, K. L. (2013) Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing, Vol. 57 , 12-13. Koricha, M. (n.d.) The Effect of Brand Association on Three Constructs: Brand Associations, Bordeaux Ecole de Management , 2-3. Kotler, P., & Keller, K. (2011) Levaraging Secondary Association, In P. Kotler, & K. Keller, Marketing Management (pp. 252-253). New York : Prentice Hall. Leila, C., & Abderrazak, G. (2013) The Impact of the Effectiveness of a Buzz Marketing Campaign Journal of Marketing Research & Case Studies , 2. Lin, H.-L., & Chang, W.-L. (2010) African Journal of Business Management, The impact of color traits on corporate branding , 3344-3347. Manhas, P. (2010) Strategic Brand Positioning Analysis through Comparison, Journal of Economics, Finance and Administrative Science , 1-5. Shamma, H. M. (2011). Integrating Product and Corporate Brand Equity into. International Journal of Marketing Studies Vol. 3 , 2-3. Read More