Designing A Brand Image For Fitbit Essay

Designing A Brand Image For Fitbit Essay

Length: 1486 words (4.2 double-spaced pages)

Rating: Better Essays

Open Document

Essay Preview

Shape and size. The shape and size of the packaging should correspond with the shape and size of the product within. Fitbit utilizes a clean, clear plastic rectangular package to carry its products. The package contains inserts to hold the product in place. This creates a display for consumers inviting them to peer in and see the product while also reading about its features below. It can be compared to a museum exhibit that puts a work of art on display while explaining the showpiece below in a quick and easy-to-read guide.
Brand identity. Packaging can aid in brand identity formation. Brand identity can be created through the use of a consistent logo, font type, colors, and packaging (Petkus, Budeva, Chung, & Dzhogleva, 2011). When creating a packaging design, applying these aesthetic concepts can create a brand image for Fitbit, which creates familiarity with the brand, its products, and consumer expectations. Fitbit does not advertise as much as many other products and companies advertise. This creates an even greater need to generate a strong brand identity in packaging marketing so that consumers can easily recognize the brand and its products.
Labeling
In terms of labeling, Fitbit currently utilizes its name and logo on each package while also listing the details in an attractive, modernized way for the specific product in the package. This creates a quick-guide on the front of the package with the branding and label and a short description to describe the features of a particular product. Clear package labeling is important for product marketing. Labeling should be clear, efficient, and should support the brand’s identity.
There are various legal standards that must be followed by Fitbit in the labeling of products. Fitb...


... middle of paper ...


...ker tracks the steps, calories burned, sleep, and active minutes of the wearer (Fitbit Flex, n.d.). Garmin’s Vivofit series wristbands sell for $99.99 (Garmin, n.d.). If Fitbit were to slightly increase the price of this most basic wristband over time until it is $84.99, it would increase revenue. In addition, it would create a standard that Fitbit products are high quality, reliable, and worth the expense. It would increase competition between Garmin and Fitbit. As consumers begin searching for the best fitness tracker, they would see how Fitbit’s prices are slightly better for the same type of product.
Promotions
Integrated Marketing Communication (IMC)
Marketing communication is an initiative used by Fitbit to make their products and services popular among the end-users. Brand communication goes a long way in promoting products and services among target consumers.

Need Writing Help?

Get feedback on grammar, clarity, concision and logic instantly.

Check your paper »

Essay about New Secondary Target Market Analysis

- New Secondary Target Market A secondary market the Apple Watch could reach would be also on the activity/fitness side, but aiming more towards the runner, swimmer, triathlete side of the fitness spectrum. The number of triathletes alone in 2011 was 1,992,000 participants (Internicola, 2013), which would equate to an extra $395,208,000.00 in sales if everyone bought an Apple Watch SPORT, and $137,448,000.00 in sales if each person purchased Apple Care. In order to reach this market, Apple will need to make the Watch water proof, and make sure the heart rate monitor works correctly on wet skin....   [tags: Apple Inc., IPhone, Brand, Steve Jobs]

Better Essays
1464 words (4.2 pages)

Marketing Analysis : Brand Image Essay

- Branding started during the middle Ages when crafts guilds (similar to labor unions) and merchants’ guilds formed to control the quantities and quality of production. Each producer had to mark his goods so output could be cut back when necessary -meaning poor quality which might reflect unfavorably on other guild products and discourage future trade could be traced back to gutty producer (Bowersox, &Copper, 1992). Early trademarks were also a protection to the buyer, who could then know the source of the product....   [tags: Brand, Brand management, Trademark]

Better Essays
1250 words (3.6 pages)

The And Fitbit Flex : Marketing 657 Buyer Behavior Essay

- Jawbone UP24 VS Fitbit Flex Marketing 657 Buyer Behavior Jing Wang 11/01/2014 In recent years people have become more concerned about their health, leading to an increase in exercise. People care about how many calories they burn everyday as well as how many calories they gain everyday. To conveniently measure this, some new technology companies have launched several products to meet customers’ expectations. Jawbone UP 24 and Fitbit Flex are both popular activity monitor devices and are leaders in the market....   [tags: Brand, Brand management, Brand loyalty, Marketing]

Better Essays
1773 words (5.1 pages)

Branding For A Brand Image Essay

- Branding is the key for your recognition in the world of industry, showcasing consistency with what you sell, and understanding what your business fulfills with its needs. In the community and the business world at large, your Branding Return of Investment is a form of recognition and positive reputation that you 've built up. The more clearly defined the brand and it 's beliefs are, the easier it will be to measure and prove the value your company will bring to the community as well as it 's customers....   [tags: Brand management, Brand, Social media, Branding]

Better Essays
904 words (2.6 pages)

Essay on Conceptualization of Brand Image

- ... Consumers may likely use brand and products in line with their own personalities. In other words, all marketing activities should be aimed at believing consumers and recognize a brand (Groovers 2005). Particularly, it became common place in consumer behavior research from the 1980s ((Dobni and Zinkhan, 1990). Furthermore, the trend has never faded ever since. Nonetheless, brand image has been assigned different meanings from the day it was brought out into the marketing field. Other than that, researchers look to use brand image and other brand associated constructs interchangeably such as brand identity....   [tags: symbols, consumer´s awareness, mark image]

Free Essays
692 words (2 pages)

The Definition of Brand Reputation Essay

- ... The importance of brand reputation as an intangible resource stems, in great part, from the immense amount of choice that is usable for most any product or service and the limited quantity of time or experience that consumers possess (Amis, 2003So being able to rely on a positive brand reputation to aid decision-making is a strong tip and can be named as a major asset. This comes about when people hold strong favorable and unique associations about the corporate brand in memory (Keller, 1993)....   [tags: corporate brand, credibility, image]

Better Essays
752 words (2.1 pages)

New Balance Position Strategy : A New Brand Image Essay

- New Balance position strategy will be on the design and the price of the brand. College students are interested in sneakers that are in style at an affordable price. Compared to other brands, New Balance has one of the lowest prices in the sneaker industry. In order to improve their products, New Balance will focus on getting to know their consumers ' wants and needs. Therefore, by New Balance focusing on upgrading the style and lowering the prices, the IMC campaign will focus on changing college student’s perspectives on New Balance products....   [tags: Advertising, Brand, Marketing, Trademark]

Better Essays
993 words (2.8 pages)

Essay on Fitbit Flex Commercials

- References Campbell, D. Netzer, A., International Joint Ventures. Volume 30 Retrieve from http://books.google.com/books/about/International_Joint_Ventures.html?id=ZRDTYtDeO8UC Pulin, K., (2012, Aug. 6) What Brazilians Watch on TV. Retrieve from http://thebrazilbusiness.com/article/what-brazilians-watch-on-tv Henrique, E. (2012, Dec. 16) 4 Predictions for the Brazilian Mobile Phone Market for 2013. Retrieved from http://www.forbes.com/sites/ciocentral/2012/12/16/4-predictions-for-the-brazilian-mobile-phone-market-for-2013/ Lizama, V....   [tags: marketing strategies]

Better Essays
1284 words (3.7 pages)

Essay about Product Branding : Brand Promise

- Product Branding Brand Promise A brand promise is clear statement and vision of what the brand delivers to its customers. Consumers will find and use a brand product if there is an expectation of experiencing the values the brand promises to deliver (Punjaisri, Wilson, & Evanschitzky, 2008). However, failing to deliver on the brand promise will adversely affect consumer relationship in terms of trust and commitment (Punjaisri et al., 2008). Seeking to create the best brand experience, Fitbit’s brand promise and vision, is “[t]o empower and inspire you to live a healthier, more active life....   [tags: Brand, Brand management, Branding, Trademark]

Better Essays
725 words (2.1 pages)

The Relationship Between Ole Miss Racial Image Change And Its Brand Equity

- The state of Mississippi is the single, greatest influence on the University of Mississippi brand, as it is widely recognized as the state’s flagship university. Founded in 1848, the school’s identity mirrors that of Antebellum Mississippi, an antiquated south. Its heritage and culture affixed to antebellum associations like the terms Ole Miss and Rebels, and even the confederate flag. Since welcoming its first non-white student in 1962, James Meredith, the school has taken great strides to move forward as a post-racial institution....   [tags: Brand, Branding, James Meredith, Brand management]

Better Essays
766 words (2.2 pages)