(Solved): For this Benchmark, I am doing the brand North Face.Provide a brand summary based on the Topic 1 ass ...

For this Benchmark, I am doing the brand North Face.

1. Provide a brand summary based on the Topic 1 assignment research.
   • Review the feedback from the assignment “Brand Summary” and then create slides covering all elements included in that assignment.
   • You can combine your target market with the next part – since it goes deeper into the target market.

1. Describe the brand target market based on the Topic 3 assignment research.
   1. Freud Theory of Personality (ID, Superego, Ego)
   2. Neo-Freudian Theory
   3. Trait Theory
   4. Review the feedback from the assignment “Target Market Analysis” and then create slides covering all elements included in that assignment.
   5. Make sure you discuss segmentation and then identify the target market (who will be interested in or have a need for your brand).
   6. Discuss the needs of the target market – include Maslow, and Murray & Edwards as needed.
   7. The three ads that you provided in the original assignment will be part of the next section.
   8. Discuss how personality impacts the purchase of this product.
2. Discuss consumer response to the current marketing communications and provide examples of these strategies. (Topic 5)
3. You will want to identify if the media used was traditional or new/digital.
4. Review the feedback from the assignment “Consumer Response to Marketing” and then create slides covering all elements included in that assignment.
5. Summarize the primary media and messaging used by the brand.

You should discuss the type of messaging (e.g. one-sided vs. two-sided, positive vs. negative framed, or primacy vs. recency) and/or (the message appeal: comparative, fear, humor, sex, timeliness, etc.).

• Discuss how these marketing communications help the consumer learn, form, and change attitudes related to the brand.
  1. For this element, you will want to discuss:
  2. Behavioral, operant, or cognitive learning theories
  3. Multiattribute attitude Models (Attitude toward the object; Attitude toward behavior; and Theory of Reasoned Action, Theory of trying to consume.)
• Explain how the brand attempts to affect consumer behavior through these marketing communication strategies.

1. For this element, you will want to discuss the Elaboration Likelihood Model (central route to persuasion or peripheral route to persuasion).
2. Summarize brand influencers and describe how they affect the consumer decision-making process. Include examples of these influences.

• You do not need to include the entire template from the assignment, but do provide the predominant persona descriptions and the most significant reference group. Explain why each reference group is an influence for each persona.
• Review the feedback from the assignment “Group Influences” and then create slides covering all elements included in that assignment.

1. Discuss how marketers have applied the diffusion of innovation model to their marketing communications for the brand.

• Identify which of the categories the target market for your brand falls in to and explain why.
• Explain how the brand uses this information in their communications. (Remember the more a message discusses “new” and “different” means the target is closer to the Innovator and Early Adopters category. (See the attached file for the Adoption Innovation Model.

1. Discuss the brand’s marketing and communication strategy as it relates to ethics and the principles of conscious capitalism. Would you consider the brand’s messaging ethical? Does the brand implement principles of conscious capitalism? Could the brand potentially improve its messaging by focusing more on either of these? Why?
   • See the attached filed for the visual of the 4 Tenants of Conscious Capitalism. Also, you can look at consciouscapitalism.org for more information of how this concept works.