Question: 3/ STP and brand positioning You are Patagonia's Global Brand and Communication Officer. Your manager has always prescribed to the STP Process. Your manager would

3/ STP and brand positioning

You are Patagonia's Global Brand and Communication Officer. Your manager has always prescribed to the STP Process. Your manager would like to review Patagonia's approach to the STP Process and has asked for your advice.

A/ Critical review Patagonia's approach to the STP Process. Ensure your discussion includes limitations of, and alternatives to, the STP Process.

B/ Explain the managerial relevance of brand image data and how Patagonia could practically utilise this type of data to inform brand positioning and/or re-positioning strategies.

4/ Theories of advertising

Describe the differences between the strong and weak advertising theories.

In your opinion, which of the two theories in used in Patagonia's advertising?

Which of the two theories is more likely to be suitable for Patagonia and w=hy?

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3 STP and brand positioning A Patagonias approach to the STP Process involves identifying and targeting a specific audience segment that aligns with the companys values and mission The company has pri... View full answer

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