While we can debate on whether a strong brand precedes or is a product of the success of the business, there's no denying this is the main barrier blocking comp

While we can debate on whether a strong brand precedes or is a product of the success of the business, there's no denying this is the main barrier blocking competition. Both GoPro and Dropbox have strong competitors that are fended off by the brand. This is especially important in the consumer space (when you buy a GoPro you don't just buy a camera, but buy into the whole extreme filming experience). There are other comparable cameras, but consumers don't even bother researching them. They buy the brand. This is why GoPro is a $2.5bn company today; Panasonic or Sony could have made the same product with typically obscure naming (XVH-800 whatever) and it would have remained just a niche thing. People are buying an experience no less than they buy utility, and branding is core to that. I do look at branding in a very wide sense; to me GoPro's branding starts with the name, continues with their sponsored videos and ends with the product packaging and store display.