Burton snowboards is a $487 million dollar industry and is the top name in snowboarding. But do they really produce best snowboard products? The answer is no, but because of the name many people will automatically think that it is a good snowboard or pair of bindings. They use marketing tools like Sean White and are the main sponsor for snowboarding in the Olympics and x-games. I always wonder if spending millions and millions of dollars to sponsor the biggest names and events actually pays off. We see a "red bull" billboard at a red sox game. We dont think anything of it at the time, yet red bull is the most popular energy drink out there. As goes for Burton, they are the most popular snowboard brand out there. The odd thing is, everyone that is an adamant snowboarder and goes 40+ days a year will not be caught dead wearing Burton. By becoming so main stream they have lost the market of snowboarders that actually know how to snowboard and ride every day. We do not want to buy a pair of bindings for $400 that are going to break half way through the season because they say "Burton" on it. But with all the gapers out there they presume Burton as a cool company of high quality because of who they sponsor, so they buy them.
Do you think putting their name on huge events such as red bull and the olympics, or Burton and the x-games competitions makes them be perceived as better than other brands like Amp Energy or GNU? Does this make you buy the more expensive-known brand over the smaller ones?
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