Burton Snowboards is a very successful company. The headquarters are located in Burlington, Vermont. Currently there is a men’s line that produced 39 snowboard designs for the 2013 season. In addition to snowboards there are many other products offered. For example, bindings, tools, coats, clothing, bags, and anything else a snowboarder might want or need. There is also a women’s line. It is not as large as the men’s, with only 13 snowboard designs, but provides the same product variety as what is offered for the men. The women’s line also has a blog that features stories in the topics of travel, snowboarding, style and culture, health and beauty, and apres.

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imitative

cheap

luxurious

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women

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regional

burton / ride / rossignol / libtech / never summer / roxy

WHERE BURTON STANDS AMONG COMPETITORS

Burton stands very well amongst its competition, and there does not seem to be much of a threat from anyone. So why does anything need to change?

As the sport of snowboarding continues to grow in popularity, it is important for companies to adapt to maintain and grow market share. More and more women have been joining the sport. And to prove this, Burton has a pro women’s team that is the same sixe as the pro men’s team. So, once again, what needs to improve? The most simple answer is the women’s snowboarding line.

WHERE BURTON SHOULD STAND AMONG COMPETITORS

east

west

men

women

cheap

luxurious

original

imitative

global

regional

burton / ride / rossignol / libtech / never summer / roxy

INTRODUCING:

WHAT IS JAM?

Jam is the new Burton women’s line.

How is Jam different from what currently exists? Jam is designed to be the same size as most men’s lines. It is catering to the number of women already involved in the sport, as well as, creating interest for non snowboarders. It gives a sense of girl power, and that women can be out on a mountain doing the same thing as men.

Most companies cater to one gender or the other. On the occasion that they have products for both men and women, the women seem to get overlooked with very small product lines. With a women’s line that can compete with most men’s lines, Burton would move even further ahead of their competition.

GIRLS SHRED TOO

CAN

BRAND MIND SPACE

MENTAL

SOCIAL

SPIRITUAL

FUNCTIONALProvide quality boards (and board options) for women as well as men. Provide for women what is provided already for men.

On the functional dimension, Burton is perceived as delivering good quality and cutting edge technology. This is what makes Burton such a large and successful company.

Go snowboard / Just add snow / It’s always snowing somewhere

Burton’s main goal is to motivate its customers to go snowboard with phrases like “Just add snow” or “it’s always snowing somewhere.” Even though Burton can’t offer up the ultimate boarding experience, they can at least provide the materials needed.

Equality for men and women

Burton decides to go where most snowboarding companies do not and provide women with just as many products as men. They acknowledge that there are women involved in the sport as well as men, and provide them with the products needed.

The arrow logo

Burton is strong on the social dimension. Even though their logo has changed many times over the years, it is very recognizable and is known by society.

BRAND CODE

POSITIONING

MISSION

STYLE

PRODUCT/BENIFITCutting edge technology for snowboarding products.

VALUES

VISION

Offers board technology* that can’t be found with other companies.*Technology = feel/board bends

Abstract, colorful, attention getting, attitude, daring, edgy, each product is an ad.

Stimulate snowboarding culture and lifestyle.

Give men and women equal opportunities in snowboarding.

Reliable. Built for the rider.

THE LOGO

The logo can be used with the ‘By Burton’ subhead or without, as well as being used in any of the colors in the color palette, including black and white.

BUSINESS SYSTEM

LETTERHEAD

NOTE CARD ENVELOPE

BUSINESS CARD

SNOWBOARDS

EVENT POSTER

ADVERTISEMENTS

BLOG HOMEPAGE

SWAG

GIRLS SHRED TOO

CAN

GIRLS SHRED TOO

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GIRLS SHRED TOO

CAN

STICKERS

SHIRTS

CLOTHES TAGS