Fitbit Case Study

725 Words3 Pages
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. We design products and experiences that fit seamlessly into your life so you can achieve your health and fitness goals, whatever they may be” (Fitbit,
…show more content…
Offering personal activity tracking, Fitbit wearables give users greater insight into achieving their peak performance. To ensure all stakeholders understand the fundamental element of the Fitbit brand, they offer various products and biofeedback to help one reach their fitness goals. Knowing that a brand promise is more than the product and brand, Fitbit creates a customer connection using user accounts, social media campaigns, and influences user behavior with motivational goals and social integrations (Alwi & Ismail, 2013). Fitbit engages employees with to generate positive employee influence and interaction with the brand and their consumers (Punjaisri et al., 2008). With the goal of attracting and retaining their target market, Fitbit delivers theirs promise to promote a healthier, more active…show more content…
With future revenue potentially reaching $53.2 billion by 2019, rival companies have developed comparable products (Juniper Research, 2014). Garmin, Nike, Jawbone, Polar, and Mio have created similar personal wearable fitness products to enter and compete in this market. These products such as the Garmin Vivofit, Nike SportWatch, Jawbone UP4, Polar Loop 2, and Mio Fuse fitness devices have similar step tracking, heart rate monitoring, and other biofeedback technologies. These products also share comparable prices to attract first time, potential, and regular user to win their market shares. Each firms market their product’s points-of-differences in comparison with Fitbit products in their attempt to achieve relevancy and deliver consistency with consumers. Points-of-parity between the similar products are the common associations in each device by offering various degrees of real-time reporting of steps counted, heart rate tracking, calories expended, and global positioning system (GPS) tracking to fit user needs. With future revenues predicted to reach $53 billion, firms want to capture market shares by driving brand awareness to increase consumer revenue. Fitbit and competing products deliberately target the market segment of consumers who are physically active, comfortable with technology, and use social media. In addition, each of the

More about Fitbit Case Study

Open Document