What is meant by brand equity?

Brand equity refers to a value premium that a company generates from a product with a recognizable name when compared to a generic equivalent. Companies can create brand equity for their products by making them memorable, easily recognizable, and superior in quality and reliability.

What does REI brand stand for?

Recreational Equipment, Inc.
At Recreational Equipment, Inc. (REI) we believe a life outdoors is a life well-lived!

What brands does REI own?

Although most of what it sells is brandname merchandise from other companies, REI designs and sells its own private-label products under the REI, REI Co-Op, Co-Op cycles brands.

Does REI have its own brand?

REI Co-Op is REI’s own brand of outdoor gear. Its history dates back to 1938, so the company has more than eight decades of field-testing under its belt.

What makes Rei different from other Rei companies?

REI Strategy Brief. What REI offers that is truly unique, is the value proposition behind eachproduct, mainly the socially conscious impact that each product has on the environment, and the ability forthe consumer to know his/her environmental footprint when choosing REI products. REI uses the corecompetency model.

Who is the director of marketing for Rei?

REI took the gamble that what would be lost in store sales would be made up for in brand loyalty — and it won. “It was a high risk scenario,” Laura Swapp, director of public affairs and marketing at REI, told Retail Dive of the Opt Outside campaign.

Why is Rei important to the outdoor industry?

In 2018, we debuted comprehensive product sustainability standards that apply to every brand we sell. Working closely with our partners at home and abroad allows us to make a larger impact across the outdoor industry.

What was the result of the Rei marketing campaign?

Although the campaign, which Swapp describes as the company’s most comprehensive marketing endeavor, was executed purely as a brand effort, the company’s full-price women’s business was up 20% during the height of its run.