Burton Brand Analysis

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

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Burton Brand Analysis

  1. 1. Doohee Chang, Chen-Chen Ho, Faith Ekudu, Lauren Jacob, Mandi Lu, Marie Nicolini, & Mike O’Brien<br />
  2. 2. Founded in 1977, by snowboarding enthusiast Jake Burton <br />“Snowboarding is a <br />culture, and Burton<br /> invented that culture”<br />Most Influential in transitioning snowboarding from backyard hobby to world class sport<br />Burton remains the <br />international market leader <br />in snowboards and related gear<br />
  3. 3. Surfing on the Snow<br />Punk Rock Movement<br />
  4. 4. Adventure<br />Individual<br />Rider Expression <br />Endurance<br />
  5. 5. Cutting Edge Technology<br />Contemporary Designs<br />
  6. 6.
  7. 7. Solution<br /><ul><li>From the beginning…
  8. 8. 1982
  9. 9. New Opportunities
  10. 10. Donna Carpenter
  11. 11. 1992
  12. 12. Past Decade</li></li></ul><li>Jake Burton<br />Burton Employees<br />Core Promise<br />Innovation<br />Snowboarders<br />
  13. 13. Points of Parity<br /><ul><li>AVAILABILITY
  14. 14. AFFORDABILITY
  15. 15. UP-TO-DATE STYLES</li></li></ul><li>Points of Difference<br /><ul><li>Everything snowboarding
  16. 16. This is a lifestyle
  17. 17. Technology
  18. 18. Gear
  19. 19. Series 13 </li></li></ul><li>Just<br />Just Snowboarding.<br />.<br />Just Ride.<br />You.<br />
  20. 20.
  21. 21. Public Messages<br /><ul><li> Introductory announcements
  22. 22. Contemporary executions</li></li></ul><li>Distribution Strategies<br /><ul><li>Flagship Stores
  23. 23. Local Retailers
  24. 24. Burton Online Stores</li></li></ul><li>
  25. 25.
  26. 26. 2002 & 2006 Olympic Sponsor<br />
  27. 27. Burton’s product Lines characterizes the brand:<br />18-year-old boy and wannabe<br />“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,” <br />Whatever Burton Makes and Sells Carries Burton’s Culture<br />
  28. 28.
  29. 29. THE BURTON FAMILY<br />Extending the Brand<br />
  30. 30. Based on Burton’s apparent brand balance (familiarity meets appeal) within its respective industry, should the brand consider extending into the ski industry? <br />Why?<br />If yes, how?<br />
  31. 31. <ul><li> Deterioration of the Brand Image
  32. 32. logical productextension… not logical positioning extension
  33. 33. Burton will/should NEVER produce skis!</li></li></ul><li>Over the years, there has been a constant focus on GEAR, TECH and TEAM<br />Ubiquitous industry presence, everywhere it needs to be … Transworld Mag., online, resorts, rider sponsorships, secondary magazines (Maxim, Playboy)<br />Successful Mix of Product and Presence :<br /><ul><li>Performance/Functionality
  34. 34. Materials
  35. 35. Quality
  36. 36. Aesthetic
  37. 37. Price </li></ul>Reflections with Matt Lewis,<br />Softgoods Innovation Manager, Burton (Burlington, Vt.)<br />
  38. 38. THANK YOU<br />All pictures courtesy of Burton website<br />

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