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GoPro Brand Identity

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by

Natalie Froehlich

on 22 February 2016

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Transcript of GoPro Brand Identity

Company Background
Company created in 2002 by current CEO Nick Woodman

Inspired by surfing trip to Australia

“World’s most versatile cameras”

Market leader

2015 -> Revenue of $363 Million, Up 54% Year-Over-Year
Product

A compact waterproof + shockproof camera + accessories

Range of different prices from 140€ to 530€

Wifi -> immediacy

High video and audio quality
Target consumer
Young, active, extreme sports enthusiasts

Adventurous dreamers

Surfers + sky divers

Adrenaline junkies

Audacious & passionate people eager to share their exciting experiences

Families

Contents
Company Background

Product

Target consumer

Key Branding Elements


Name -> GoPro

Key Branding Elements
Personality

Slogan -> Be a Hero

Logo -> 4 boxes with different shades to represent different uses for the product
Motocross, downhill biking, cross country biking
Surf
Underwater activities
Snow sports
Innovation
Excitement
Passion
High Definition
Durability
Quality
Sharing
Extreme
Experience
Extreme
Fun +
Happiness
Challenging
Associations - Brand Image
Innovation, Easy to use
Extreme, Sports
Passion, Fun
Traveling
Brand Promise
Bring excitement to every day life

To create memories

Versatility, durability, quality

Stimulate + share passion + excitement -> “We are passionate about the idea of what we can actually do in this world! Be a hero.”



Vision
->"We dream. We have passionate ideas about what’s possible in this world. Our passions lead us to create experiences and realities that expand our world and inspire those around us."
Mission
-> "GoPro helps people capture and share their lives’ most meaningful experiences with others, to celebrate them together. Like how a day on the mountain with friends is more meaningful than one spent alone, the sharing of our collective experiences makes our lives more fun."
Full transcript