![]() ![]() Accordingly, the new brand promise reads “Adventure by Design” and the logo’s look was revisited to feature black and white as corporate colours, complemented by silver / grey and the BRP yellow to create colourful accents. This was accompanied by a return to what the brand stands for, namely mastering challenging terrain, technical innovations, design, the joys of riding and adventurousness. The goal of the brand repositioning was to build a more direct connection to the latter by switching from a product-centric approach to a customer-centric one in brand communication. In addition, marketing and communications were focused primarily on wholesale and less on the end user – the riders of the vehicles. In 2016, BRP realised that, even after 13 years of being a stand-alone company, it was not yet perceived as an autonomous brand and that the individual product brands dominated the external perception. Many of the engines and vehicles have already received Red Dot awards for their product design. BRP comprises the product brands Sea-Doo (watercraft), Ski-Doo and Lynx (snowmobiles), Rotax (engines), Can-Am (on- and off-road vehicles), and Evinrude (outboard engines), among others. Until 2003, BRP (Bombardier Recreational Products) was part of Bombardier, a Canadian company whose origins date back to the 1930s, when Joseph-Armand Bombardier developed the first snowmobile. ![]()
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