Brand analysis of the Burton brand for a Global Brand Management course.

1. Doohee Chang, Chen-Chen Ho, Faith Ekudu, Lauren Jacob, Mandi Lu, Marie Nicolini, & Mike O’Brien

2. Founded in 1977, by snowboarding enthusiast Jake Burton “Snowboarding is a culture, and Burton invented that culture” Most Influential in transitioning snowboarding from backyard hobby to world class sport Burton remains the international market leader in snowboards and related gear

3. Surfing on the Snow Punk Rock Movement

4. Adventure Individual Rider Expression Endurance

5. Cutting Edge Technology Contemporary Designs

8. 1982

9. New Opportunities

10. Donna Carpenter

11. 1992

14. AFFORDABILITY

16. This is a lifestyle

17. Technology

18. Gear

23. Local Retailers

26. 2002 & 2006 Olympic Sponsor

27. 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,” Whatever Burton Makes and Sells Carries Burton’s Culture

29. THE BURTON FAMILY Extending the Brand

30. 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?

32. logical productextension… not logical positioning extension

34. Materials

35. Quality

36. Aesthetic

37. Price Reflections with Matt Lewis, Softgoods Innovation Manager, Burton (Burlington, Vt.)

38. THANK YOU All pictures courtesy of Burton website