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Branding and Communication

In this scenario, you are the product manager of any existing company of your choice.
• What is the name of the company you chose?
• Describe the company’s logo.
• What information is the company trying to convey about its brand based on the logo?
• How does the company’s brand speak to the quality, features, and style relative to one of their competitor brands?

Part 2

Course Learning Assessment: Competitive Analysis and Strategy

• Prepare a marketing strategy based on the elements of the 7 Ps for Amazon. Each element of the 7 Ps should be addressed in your assignment. 3-4 page
Support your response with at least three (3) sources in addition to your textbook and provide citations. For example, reference The Wall Street Journal, The New York Times, and other major news/business publications that contain articles about your chosen product or service. If possible, use resources outside of the USA and include perspectives from different countries, contexts, and cultures. Please make use of other business books and sources that deal specifically with your product, industry or market segment. Additionally, www.census.gov is a great resource for demographic information.

Sample Answer

Company: Patagonia

Logo:

The Patagonia logo is a stylized depiction of a mountain peak, specifically Fitz Roy, located in the Patagonia region of South America. The mountain is rendered in a minimalist style, with clean lines and a focus on the overall shape and structure of the peak.

Information Conveyed:

The Patagonia logo conveys a sense of ruggedness, adventure, and environmental consciousness. The mountain imagery suggests a connection to the outdoors and a commitment to protecting the natural world. The minimalist style of the logo reflects Patagonia’s commitment to simplicity and functionality.

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Brand Message:

Patagonia’s brand speaks to the quality, features, and style of their products in several ways:

Quality: Patagonia is known for using high-quality materials and construction techniques in its products. This is reflected in the durability and longevity of their apparel and gear.
Features: Patagonia’s products are designed with a focus on functionality and performance. This means that they are packed with features that make them ideal for outdoor activities.
Style: Patagonia’s products have a classic and timeless style that is both functional and fashionable. This makes them appealing to a wide range of consumers.

Comparison to Competitors:

Patagonia stands out from its competitors in several ways:

Commitment to sustainability: Patagonia is a leader in the outdoor industry in terms of its commitment to sustainability. They use recycled materials whenever possible, and they have a number of initiatives in place to reduce their environmental impact.
Focus on performance: Patagonia’s products are designed to meet the demands of serious outdoor enthusiasts. They are known for their durability, weather resistance, and performance features.
Unique brand identity: Patagonia has a strong and unique brand identity that is built on its commitment to quality, sustainability, and environmental consciousness. This differentiates them from their competitors and makes them appealing to a loyal customer base.

In conclusion, the Patagonia logo effectively conveys the company’s brand message of ruggedness, adventure, and environmental consciousness. Patagonia’s products are known for their quality, features, and style, and the company’s commitment to sustainability sets them apart from their competitors.

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Branding and Communication

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