Detailed Brand Audit: Fitbit's Brand Elements, Marketing Mix & More

This report presents a brand audit of Fitbit, an American brand known for its activity trackers and wearable technology. The audit includes a brand inventory, examining the brand promise and personality. It identifies key brand attributes such as uniqueness, inspirational credibility, and consistency. The brand portfolio focuses on products and customer engagement through online content. Essential brand elements like the logo, brand name, and packaging design are also analyzed. Finally, the report outlines Fitbit's marketing mix, covering product, price, place, and promotion, providing a comprehensive overview of Fitbit's branding and marketing strategies. Desklib offers a wealth of similar student-contributed assignments and study resources.

Branding and
Marketing
FITBIT

INTRODUCTION
• Fitbit is an American brand activity trackers and
other wireless wearable technology devices that
allow the users to easily measure data such as
heart rate, number of steps walked, steps
climbed, quality of sleep and other personal
metrics involved in fitness.

BRAND INVENTORY
• Brand inventory is the internal analysis used for
investigating the manner of marketing and
branding adopted by the organization for its
products and services.
• It includes:
- Brand Promise
- Brand Personality

BRAND ATTRIBUTES
• Fitbit is a brand whose attributes are considered
to be a reflection of its target market.
• The attributes are :
o Unique
o Inspirational and Credibility
o Consistency

BRAND PORTFOLIO
• The brand portfolio is based on two key factors i.e.
products and fun. The ‘product’ category presents
the accessories and products offered by the Fitbit
and the ‘fun’ portion includes Fitbit services and
promotes customer involvement and continual
support by way of supplying attractive online
content (Douglas & Craig, 2015).

BRAND ELEMENTS
The brand elements of FITBIT that ensure effective
branding are:
• Logo
• Brand Name
• Packaging Design

Marketing Mix
The marketing mix of FITBIT comprise of the
following 4PS:
• Product
• Price
• Place
• Promotion

REFERENCES
• Ambrose, G., & Harris, P. (2017). Packaging the brand: the relationship
between packaging design and brand identity. Bloomsbury Publishing.
• Chekalina, T., Fuchs, M., & Lexhagen, M. (2018). Destination Brand Promise:
The Core of Customer-Based Brand Equity Modeling. Tourism Analysis, 23(1),
93-107.
• Douglas, S. P., & Craig, C. S. (2015). Developing and managing an
international brand portfolio. In Global perspectives in marketing for the 21st
century (pp. 372-372). Springer, Cham.
• Fitbit. (2018). Who We Are. Retrieved July 11, 2018 from
https://www.fitbit.com/in/about
• McIntyre, C., Melewar, T. C., & Dennis, C. (2016). Multi-channel Marketing,
Branding and Retail Design: New Challenges and Opportunities. Emerald
Group Publishing Limited.
• Sung, Y., Choi, S. M., Ahn, H., & Song, Y. A. (2015). Dimensions of luxury
brand personality: Scale development and validation. Psychology &
Marketing, 32(1), 121-132.
• Voss, C., Gardner, R. F., Dean, P. H., & Harris, K. C. (2017). Validity of
commercial activity trackers in children with congenital heart disease.
Canadian Journal of Cardiology, 33(6), 799-805.