Digitally building a wakeboard brand.

Starting off with the definition of Brand Building:

Brand Building is generating awareness, establishing and promoting company using strategies and tactics. In other words, brand building is enhancing brand equity using advertising campaigns and promotional strategies. Branding is crucial aspect of company because it is the visual voice of the company. Goal of brand building is creating a unique image about the company.

With the unique image that is created with the brand building, it is possible to decorate the brand from all the other (wakeboard) brands. Since internet became a marketing tool for companies, it created an opportunity to build the brand digitally. This is where digital brand building arise. For many brands digital brand building is nothing new, but this does not mean that all the digital brand building options already have been used. Mather the fact digital brand building is a continues process which takes a lot of time, effort and knowledge.

Wakeboard introduction.

Wakeboarding started in the 80’s, which makes it a relatively new sport. It combines water-skiing with snowboarding. Whereas you get pulled on the water with water-skiing, the wakeboarder stands sideways as a snowboarder. Last year it was Europe’s fastest-growing sport. Wakeboarders can wakeboard behind a boat or a cable, these 2 dimensions are pretty different from each other. The boat gives the riders a wake from which they can jump off, where the most cables have obstacles and kickers in the water which allow the riders not only to jump but also perform different variation of tricks on these obstacles. These obstacles create a whole other aspect in the wakeboard sport. This aspect of wakeboarding is very similar to the skate- and snowboard scene. Here are some videos which show you the differences between the two dimensions.


(This is a POV video of cable wakeboarding in Australia: )


Wakeboard Market.

Another relevant topic for this blog is not only wakeboarding as the sport itself, but it also necessary to understand the wakeboard-market. Because of the fact that wakeboarding is a relatively new sport, it is not as big as comparable sports such as skateboarding, snowboarding or surfing. This is noticeable in the amount of brands that are involved in the wakeboard-market. But this market is growing, and there are still a lot of opportunities for the wakeboardbrands. This makes the market interesting, because it is continual. There are a couple of key products that are essential for every wakeboarder, these are:

  • Wakeboard
  • Pair of bindings
  • Lifejacket
  • Helmet
  • Wetsuit
  • And finally a boat or a cable to pull you

These key products create possible markets. Most of these markets consist just a handful of main brands which play an international role. Regularly besides the international brands, there are also some smaller brands which compete in these markets. In general, the wakeboard-market use digital brand building in the same way as the comparable sports. Most of the brands use Instagram, Facebook, Snapchat, Email and they all have their own site. The only noticeable difference between the markets are the size and the amount of the companies that are involved.

Because of the fact that wakeboarding is new sport it can grow a lot bigger than it is at the moment. In which way do you think the wakeboard-market will grow? Will it get more brands or will the brands which play a role right now grow bigger in size?

If you want to read more about wakeboarding you can visit the official site of the International Wakeboard & Waterski Federation by clicking the link below.