Leupold is Clear
7/28/2010
The Oregon-based optics manufacturer has created a textbook example of strong branding. The Leupold brand is associated with extremely high quality, yet with a mid-range price. Now that’s a trick! Whenever you can deliver a perception of quality that far exceeds the price, you’re rocking.
Consumers who aspire to a fine optic often simply say they want a Leupold, subconsciously substituting the brand name for an entire premium category.
Cleverly, Leupold has managed to extend its brand into lower price-points at seemingly no loss to their premium position. Everyone still thinks of Vari-X III quality (now called VX-III) even though they might only be buying a VX-I.
Leupold has also extended into other product lines—rangefinders, spotting scopes and binoculars—without damaging their brand. I have my reservations about their flashlights as the product is far from their core, but we’ll see.
Leupold now faces an interesting branding challenge. For the first time, the privately owned company has made an acquisition in Redfield. What will the Beaverton marketers do to resurrect Big Red? It remains to be seen.
Next, we’ll take a look at a firearms manufacturer that just keeps coming back.
