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The action sports industry is full of American owned retail brand companies. Companies such as Volcano, Neff Headwater and Vans all make products for action sports enthusiasts and have centered their brand image to focus on the markets of action sports consumers. They all respectively target youthful consumers whom make up the largest portions of the action sports markets which Include: skateboarding, surfing and snowboarding. Volcano at www. Volcano. Com originally coined their balloons statement “youth against establishment” (2014).
Volcano, recently undergoing major changes within their organization has now adapted to their new balloons “true to this” (2014). Volcano has communicated their vision statement with their brand logo since 1991 when they were founded by Richard Wolcott. “Youth against establishment” became as famous as their brand name and was featured on everything thing they make, including their advertising campaigns featuring youthful punk art, action sports and music. Volcano is a winner, positioning their product to have an advantage over the competition.
Additionally, Volcano uses the HEM perspective and views consumer-choice behavior as resulting from the pursuit of fun, fantasy, and feelings. Neff Headwater at wimp. Ineffaceable. Com states on their website “Neff Is all about having fun and bringing new vibes to the world. ” (2014). Their vision statement Is positioned on their website and their social media pages. Unlike Volcano, Neff Headwater does not advertise their vision statement on their products or advertisements. Instead, their vision is a part of the company’s internal business culture.
Neff Headwater is a SUTRA, representing a competitive advantage for their product feature or benefit. Neff also uses the HEM perspective and views consumer- choice behavior as resulting from the pursuit of fun, fantasy, and feelings. Vans at www. Vans. Com uses the vision statement “Off The Wall Since 1966” (2014). Vans being the oldest company of the three has been an originator and respected business model for both Volcano and Neff Headwater. Their vision statement, much like Volcano Is featured on products and advertisements. Their website states Mans,
Off the Wall Since 1966, Is an Iconic, Southern California-based, youth culture brand and the Orlando action sports footwear company. Today, Vans Is a leading global footwear, apparel and accessory brand available in more than 1 70 countries through the worlds of art, music, action sports and street culture. Our extended family of snowboarding, surfing, skateboarding and BMW athletes, artists, musicians, designers, and photographers provide inspiration and innovation to our products every day. ” (2014). Vans is a winner, positioning their product to have an advantage over the competition.