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?© BrainMass Inc. brainmass.com June 4, 2020, 1:28 am ad1c9bdddf
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!