Brand Promise. The GoPro camera has promised to enable consumers to capture high- definition adventures and experiences through their cameras that can be mounted or worn on the body. Their brand slogan “Be a Hero” (GoPro, 2015) is a fitting description of their brand promise. The brand promises are twofold. Firstly GoPro vows to provide the avenue to share your adventures with others while at the same time defining yourself. The brand makes the commitment to consumers that they are able to define to their friends, community and the world what the definition of a Hero means to them. Secondly, the camera promises to film and capture unique adventures in high definition and professional quality. As the Business Insider Magazine points out, “GoPro wants you to know that its cameras aren't just for taking stunning first-person videos; its newest cameras…can shoot high-end professional-grade footage” (Eadicicco, 2014). GoPro has long been envied as a product with little direct competition. As Vikas Shukla (2014) states, “GoPro enjoys a position where there are no noteworthy competitors to eat into its market share…the company’s entry-level camera is capturing new demographics, without any evidence of cannibalization of its high-end products.” This leaves GoPro with the market luxury of solitary branding promises. However, it is noteworthy to point out that some recent players on the market have emerged. Specifically, Sony and Google have made attempts in recent years to produce a product that promises similar results from their devises. The Sony
MMGP – GOPRO 18 Action Cam AS100V promises to “capture your next thrill ride in Full HD 1080p” (Sony, 2015), while Google has created an application that “will allow you to make excellent pictures very fast and simply, utilizing all advantage of your phone or tablet” (“Google Play,” 2015). None of GoPro’s competitors however promise camera durability. This promise by the GoPro camera is currently a stand-alone promise in the market place and enables it to maintain the market culture that surrounds it. Attributes and Benefits. The GoPro camera has many attributes and benefits that customers like and it is the reason they have picked the GoPro product line. The benefits include, but are not limited to, ease of use, portability, durability, unmatched quality and overall the best product for the money. According to cnet.com, the attributes of the cameras include the excellent video quality and the huge list of shooting options (“GoPro Hero3 black edition review,” 2015). Other attributes also include ease of recording, when doing an action shot or a still shot. The user can control the GoPro simply with their iPhone or Android phone or a remote they purchase. The camera also has an editing feature where you can tag your highlights straight from the camera so that when you send it or post it, you have already done part of the editing.
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