Research-Competitor Analysis

In continuation with this week’s lesson in creating a business card and letterhead for an organization of our choosing, my PR publications professor has asked us to analyze our organizations competitors and attempt to answer the following questions.

 

1. How does your organization differ from its competitors?
2. How should your organization’s image and message differ from its   competitors?

 

After identifying the North Face brand’s competitors as other outdoor apparel companies such as, Patagonia, I researched the two brands and began to compare and contrast their marketing strategies. The North Face brand differs from Patagonia in that the North Face focuses more on selling the product whereas Patagonia focuses on selling a lifestyle.

 

If you research the North Face brand on the Internet, you will find shopping links and product images. While you may find those links when researching Patagonia, you will also find several environmental advocacy campaigns and outdoor lifestyle articles. While the core values of the North Face and Patagonia reflect global exploration and wildlife conservation, the North Face brand’s image centers around the quality of the actual product, while Patagonia’s image centers around the lifestyle.