Brand Analysis

Brand Analysis

TABLE OF CONTENT
INTRODUCTION......................................................................................................................3
MAIN BODY.............................................................................................................................4
1 Background and competitors of Myer and David Jones.....................................................4
2 Approaches within task of building brand equity................................................................4
3 Points of parity and points of difference.............................................................................6
4 Brand positioning................................................................................................................7
5 Organisation culture............................................................................................................8
6 Brand activity and marketing drive change.........................................................................9
7 Mistakes made by companies..............................................................................................9
8 Strategies adopted by both companies..............................................................................10
CONCLUSION........................................................................................................................11
REFERENCES.........................................................................................................................12

INTRODUCTION
Brand analysis can be understood as one of the most essential aspect, for identifying
new scale marketing and sales strategies for gaining competitive advantage, as per long term
business goals. Global world brings on wide range of challenges towards functional scope
for advanced competitive marketing standards, where fashion retail industry is also widely
heading towards commercial benchmarks. The report will be discussing in depth analysis on
brand analysis within two major companies of fashion retail industry in Australia, Myer and
David Jones which are known for large wide scale fashionable products. Research will also
focus towards pyramid model brand analysis towards both companies and difference between
points to parity and points of difference within brand development. Organisation culture has
strong role to establish vision, mission, segmenting and marketing strategies among
customers target market which further synchronies new edged functional scope.
Report will be also analysing brand marketing drives for new innovative changes
formation, where mistakes analysis will be done for both brands to further expand in detailed
focus towards best strategies. Study within report will also explain research based on latest

marketing, brand development parameters for strengthening business connectivity and sub
scaled business horizons towards keen effective positioning.
MAIN BODY
1 Background and competitors of Myer and David Jones
Myer is an upmarket Australian department store chain which trades Australian states
with wide range of fashionable products and services, ranging from clothes, fashionable
accessories and makeup products. The retail brand offers range of products across women,
men, children clothing, footwear and accessories, cosmetics and fragrance along with food
and confectionary products. Myer has been successful in establishing best competitive brand
value due to best premium quality standards, brand policies and new scale affirmative keen
positioning towards best global paradigms. The company branding operations are widely
advanced, with high scale commercial and professional marketing standards which heads to
best fashion retail chain growth (Abbas, 2019).
David Jones Limited is an Australian upmarket department store, owned since 2014
by South African retail group Woolworths and is oldest continuously operating department
store in Australia. David Jones currently has 45 stores located in most Australian states and
territories, where main competitor is the larger upmarket department store chain Myer. The
brand need to evolve towards keen functional brand positioning, higher effective new
innovation and also keenly heading towards operational creativity factors. This further
connects towards building new potentialities profoundly, expanding towards best resources
planning. David Jones need to further bring on brand extension and larger scale operatives
towards keen global branding standards for wider scale products expansion.
2 Approaches within task of building brand equity
The Keller Model is a pyramid shape business brand analysis strategic tool for
building strong foundation of brand equity upwards, Holy Grail of brand equity resonance
which further focuses on effective positive brand development. Myer and David Jones brand
equity analysis, within all stages will enable us to get in depth analysis of long term goals and
strategies for gaining best customer retention (Dechawatanapaisal, 2018).
Stages within model Myer David Jones
Brand Identity The brand heads on strong David Jones in comparison