REI Brand Equity Recreational Equipment Essay

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The company's competitive positioning through brand equity can be seen in the variety of specialized out-door gears and clothing which is offered for any sex, age, and activity type. The fact that REI is very environment oriented and emphasizes on this fact in its advertisement and catalogs very much can also be seen as a major advantage, since its customers are the real out-door enthusiast which see the environment as a main part of their lives. Also the company offers travel services around the globe for its members and customers which increases the brand awareness for its products.

Major competitors to REI are companies such as L.L. Bean Inc., Patagonia Inc., and the Sports Authority Inc. The competitive factors for REI are the way their mission statement holds true to this day: "We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship.

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" Furthermore, the way the company conducts its business and includes the environment in all its activities, from marketing to sales. REI also was one of the first companies using the Internet as an advertising and sales media, which was in the mid-90's.

The company's focus is not on the mass production for a Wal-Mart or other large retailers, but more for the sportsman who enjoys out-door activities and rather has some quality gear and cloth for a reasonable price instead of inexpensive once which may not sustain the activity it is meant for. With excellent customer service, high-level design, and great product quality, REI is one of the leaders in its business and will be there for a long time.

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