With the equipment industry in a bit of a turmoil due to slumping sales and the exit of Nike from the hard goods side, Golf Datatech, the market research and consulting firm, has just completed a timely study called The Brand Identity in Golf (BIIG) Study, the first comprehensive report ever conducted on the major brands in the golf industry. In producing the study, the firm enlisted 2,100 die-hard golfers in the U.S. for their perceptions and attitudes about golf’s top 19 brands, encompassing all equipment and apparel product categories. The research compares consumer perceptions to category retail market shares as measured by Golf Datatech’s monthly sell thru data.
"This study is a first-of-its-kind, and we expect the results will surprise many across all sectors of the golf industry,” said Golf Datatech’s John Krzynowek. "Through the years brands have moved up and down the food chain, some driven by innovation and technology, others by success on the professional tours, and some by product breakthroughs or creative marketing programs, but there’s never been a project like this one, investigating attitudes and perceptions of the top brands, and what are the market share implications of how these brands are perceived."
The 2016 BIIG Report serves to answer a number of questions while revealing critical insights & perceptions that impact the entire golf industry, including:
• Which new brands are gaining traction?
• Are established brands becoming dated?
• What are the relative strengths and weaknesses of the leading golf brands?
Krzynowek adds, “A brand is a real asset, and successful brands extend well beyond simple product features and benefits. The BIIG study drills down into the essence of golf’s big brands and explores their impact on driving sales and market share.”
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