What is your opinion of the brand equity for REI and its competitive positioning in the marketplace? What competitive factors are in play for REI?
REI's brand equity can be measured through their use of member co-op, REI Adventure Trips, and private label gear. According to REI's corporate website they have "more than 3.5 million active members and other customers" (http://www.rei.com/jobs/story.html). Customers pay $15 to become lifelong REI members, which then gives the customer a refund on purchases at the end of the year as well as special discounts throughout the year. Sport Chalet has a loyalty card but it only rebates 5 percent of purchases and does not offer special sales dates. Another way REI displays brand equity is their commitment to high quality products for a wide range of interests. REI combines the needs for the active outside sports enthusiast in one store, avoiding the need to visit a ski shop, bicycle store, mountaineering outlet, or camping store.
In addition, REI has a large selection of athletic gear and survival products. REI also offers ease of shopping from REI.com and REI-OUTLET as well as offering in-store kiosks ...
This detailed solution discusses REI's brand equity, and its' competitive positioning in the marketplace. It also discusses its' competitive factors. It includes links and examples. Very thorough!