Brand Identity
Berg Outdoor positioned their prices around 30% cheaper than these two companies.
What are Columbia & North Face?
This type of connection helps consumers feel linked to a brand, often leading to loyalty and repeat purchases.
What is emotional association?
This is what the word ‘Berg’ means in German, and it reflects the brand’s connection to nature and adventure.
What is “mountain”?
Sousa et al. identify this as the foundation of strong brand identity — the company’s clear understanding of what it stands for.
What is brand vision or brand purpose?
When entering new markets, brands often adapt their messaging to align with this element of local consumer identity.
What is culture?
This Portuguese company created Berg Outdoor to expand into international markets.
What is Sonae?
Berg Outdoor adjusted its strategy for Northern & Southern Europe to fit local needs while keeping its brand DNA consistent.
What is local adaptation?
Berg Outdoor emphasizes caring for both nature and society as part of its cultural identity, showing a strong commitment to this core value.
What is Berg’s sustainability and social responsibility?
Berg Outdoor competes with major global brands like The North Face and Columbia by focusing on this differentiating strength.
What is affordable European quality?
When a brand’s identity is misunderstood or inconsistently represented in a foreign market, it risks losing this key element of consumer trust.
What is brand credibility?
Berg Outdoor’s identity draws from the Portuguese landscape and promotes this regional origin as added value.
What is “Made in Europe”?
These three elements form the foundation of Berg Outdoor’s logo and represent its main product worlds.
What are Adventure, Trail Running, and Essentials?
Berg Outdoor positioned itself as an “affordable European adventure brand,” offering high quality at low prices.
What is brand Identity/Positioning? Or what was Berg Outdoor’s Brand identity/positioning?
Sousa et al. emphasize that international brands must balance global consistency with local adaptation — a process often referred to as this strategic approach.
What is glocalization?
These four values define Berg Outdoor’s brand DNA and stay consistent across every market.
What are Adventure, Innovation, Sustainability, and Affordability?