REI has strategically built itself steadily over the last few years. The structures and models that have been advanced within the organization have accelerated the loyalty among its customers, employees and market leaders. This attachment has been enhanced by their affection to the company’s image which is replicated by the brand. The business model and the brand image of REI have consistently worked in collaboration to enhance the overall corporate success. REI’s brand equity has been very critical towards inspiring the organization to success (Buss, 2005). This is because it has played a big role in propagating and positive marketing activities and creating awareness among the customers.
REI’s image is associated with various competitive advantages in the market (Clark, 2000). This assisted the organization to occupy a strategic position through enhancement of cooperative structuring activities within the organization. The brand has assisted in creating high cost and value membership visions and needs. This plays an integral role of communicating the strategy to the customers and thus increasing the level of attachment (Porterfield, 2010). The brand portrays an image that exhibits a positive and active outdoor lifestyle. Superior service is very integral towards cementing of customer loyalty in REI. Permanent customers are also treated to motivation dividends and offers which are supplement by constant activities that allow the customers to enjoy all activities (Buss, 2005).
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There are various factors that have advanced the competitive edge for REI. These factors have been very crucial towards the evident revitalization of the apparent success (Porterfield, 2010). There has been execution of corporate strategies that have compelled the identity of the brand. The company has integrated various channels that have enhanced brand communications. Crucial external and internal branding initiatives have been advanced to boost customer loyalty and employee commitment. Different brand experiences that have various emotional connections have been delivered to the customers to enhance maximum cohabitation (Clark, 2000). In conclusion, REI has created a strong corporate and marketing position through its models that have embraced diversity, sharing of critical information, value-adding and through services that promote brand affinity.
- Buss, D. (2005). REI-Working Out. Business Week. November 14, 2005.
- Clark, P. J. (2000). REI Builds Web Business around Its Offline Brand. ADWEEK. September 25, 2000.
- Porterfield, K. (2010). Loyalty Leaders. The Loyalty Advantage. March 31, 2010. Retrieved from http://loyaltyadvantage.wordpress.com
