Gopro Brand
GoPro Brand Audit Part #2
This document audits the GoPro brand; it includes research which measures both quantitative and qualitative aspects of its current brand equity, a statement and analysis of its brand inventory, and a brand exploratory.
Chris Conery
Rachel Floyd
Zachary Marc
Elisa Philippon
Catherine Tanguay
Contents
A. Introduction
B. Brand Inventory- GoPro I. Brand Elements Name Slogan Logo Point-of-View Videography Audio II. Marketing Programs Product Price Distribution Promotion III. Secondary Associations
C. Brand Inventory- Drift I. Elements Name, Logo, and Slogan Packaging II. Marketing Strategies Product Price Distribution Promotion
D. Brand Exploratory I. Qualitative Research In-Depth Interviews Observational Research Internet Research II. Quantitative Research Test for Recall Test for Recognition
E. Brand Positioning I. Brand Positioning and Values II. Points of Differentiation and Points of Parity
F. Conclusion
Appendix is attached at end of document A. Introduction
Nick Woodman (inventor of GoPro) discovered a problem in extreme sports: the inability for amateur athletes to document their adventures. Professional photographers are too expensive, nor can they keep up with athletes to properly record them, and professional cameras cannot get close enough to the action. Finally, other digital and disposable cameras do not have enough technology to capture quality images in the split second that they occur.
Woodman began developing the idea for GoPro in 2002 while on a surf expedition in Australia; “that trip is what fired me up to come home and finally start GoPro to create "the invisible camera," a wearable camera so convenient that you forget
This document audits the GoPro brand; it includes research which measures both quantitative and qualitative aspects of its current brand equity, a statement and analysis of its brand inventory, and a brand exploratory.
Chris Conery
Rachel Floyd
Zachary Marc
Elisa Philippon
Catherine Tanguay
Contents
A. Introduction
B. Brand Inventory- GoPro I. Brand Elements Name Slogan Logo Point-of-View Videography Audio II. Marketing Programs Product Price Distribution Promotion III. Secondary Associations
C. Brand Inventory- Drift I. Elements Name, Logo, and Slogan Packaging II. Marketing Strategies Product Price Distribution Promotion
D. Brand Exploratory I. Qualitative Research In-Depth Interviews Observational Research Internet Research II. Quantitative Research Test for Recall Test for Recognition
E. Brand Positioning I. Brand Positioning and Values II. Points of Differentiation and Points of Parity
F. Conclusion
Appendix is attached at end of document A. Introduction
Nick Woodman (inventor of GoPro) discovered a problem in extreme sports: the inability for amateur athletes to document their adventures. Professional photographers are too expensive, nor can they keep up with athletes to properly record them, and professional cameras cannot get close enough to the action. Finally, other digital and disposable cameras do not have enough technology to capture quality images in the split second that they occur.
Woodman began developing the idea for GoPro in 2002 while on a surf expedition in Australia; “that trip is what fired me up to come home and finally start GoPro to create "the invisible camera," a wearable camera so convenient that you forget