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Go-Pro Corporation - Essay Example

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This work called "Go-Pro Corporation" focuses on how Go-Pro has utilized secondary brand associations to put up brand equity. The author outlines how Go-Pro places itself among competitors, as a brand, designs marketing operations aimed at creating brand equity…
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Go-Pro Corporation
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Extract of sample "Go-Pro Corporation"

Download file to see previous pages Presently, Go-Pro Corporation is performing greatly within its industry through the production of the 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 design 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.
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 the capability of their camera to continue performing. The final box is white in color signifying snow sports. Clearly, the choice of color in representing possible places to use their products builds up resonance amongst consumers. Go-Pro Corporation uses color 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 the majority of athletes and photo whom at various point of their career always wish to ‘go pro’. Categorically, the corporation name makes it convenient for the photography and athlete segment, because they have a common interest in going pro. Furthermore, the name ‘go’ gives the corporation the ability to spread out into new market sectors. ...Download file to see next pages Read More
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