How the material is branded on the homepage?
 
This post focuses on sales instruments that are used in the Gore Tex official homepage.

The company's homepage has a lot of information about the Gore Tex company's establishment and creation of material. Also, extremely large amount of information can be found both on how goretex material works and the functionality of the material.
Gore Tex homepage (www.gore-tex.com) is very easy to navigate. What is more, it is easy to find there the desired product. Products on their website are sorted according to certain categories: Outwear, Footwear, Gloves and Accessories, Activities and Brands. After selecting a category "activities" we can choose products for specifically: Business, Cycling, Mountain sports, Team sports, Walking, Fishing, Outdoor lifestyle, Water sports, Golf, Running, Hunting, Workwear, Snowmobiling, Motorcycling and Snow sports.
 
Gore Tex targets a specific audience with a specific offer for a specific product that features specific benefits. Instead of selling only clothes or accessories online, Gore Tex sells functional clothes and accessories. They increase the value of the product by adding a short description about the quality and features of the product next to it. As an example can be mentioned a way Gore Tex is branding and selling their functional gloves. Next to the gloves advertisement on their homepage they have added the slogan "Get a grip on the cold outside".  As another example can be given mountaineering outwear. Near Mountaineering outwear category they are also adding an effective slogan "conquer big mountains outside".

Taglines can be considered as sales instruments. These are quick phrases that capture a brand's essence and appeal to people's emotions. Gore Tex is using short tagline which is easy to remember and say, as well, which perfectly reflects the company's product - "Gore Tex - Guaranteed to keep you dry".
 
Gore Tex on their homepage states to be very proud to sponsor organizations, teams and individuals. The company supports The Access Fund. The Access Fund is involved in projects at hundreds of climbing areas around the country — working to reverse or prevent closures, reducing climbers' environmental impacts, and educating land managers and the general public as to the special concerns and needs of climbers. Gore Tex  is also a sponsor for Conservation Alliance. The Conservation Alliance’s mission is to engage businesses to fund and partner with organizations to protect wild places for their habitat and recreation values. These are just a few examples of the Gore Tex-sponsored organizations. By supporting organizations whose activities have much in common with products that Gore Tex is offering, the company acquires a good reputation and a great advertisement for their products.

Company uses more than is listed above sales instruments. In company's website can be found sections such as Events, Adventure diaries and Real Life Stories. Here they focus on expeditions, events and life stories where the company or its products has made a significant contribution. In order to clearly understand how sales instruments like these works, we will give an example. In the section which is named "Life stories" they publish the articles that are written by people who use Gore Tex products. They all more or less emphasis high quality of Gore Tex products, and most importantly - their functionality. Below you can read one of them:

Robert Frass

My GORE-TEX® shoes saved the trip!

"After receiving a book about the Appalachian Trail for my 26th birthday, I began dreaming of trekking the legendary trail myself. Over the next year I pored over maps, read lots of hiking advice and researched hundreds, if not thousands, of pieces of gear. I chose to go very light for my first solo hiking adventure, and following the advice of one ultra-light hiker, I chose a trail running shoe instead of a hiking boot.
The Ultra 103 XCR by The North Face was the best choice I could have made. My second day on the trail featured non-stop rain and mud. For 12 long miles I hiked through puddles and streams. By the end of the day I would have expected soaked feet, but instead, my feet were the driest part of my body.
The GORE-TEX® XCR® lining had not only stopped any water from entering, but had also allowed moisture from sweat to escape. Wet feet combined with the heat of friction are what cause blisters — a hiker’s worst nightmare. My GORE-TEX® shoes saved the trip!"

These seemingly simple sales instruments works perfectly in order enhance the value of the brand. Gore Tex is sending clear, brief and precise message about their functional products to their customers.

 Sources:   http://www.gore-tex.com/remote/Satellite/home