Brand Analysis

This report provides a detailed brand analysis of Myer and David Jones, two major companies in the fashion retail industry in Australia. It covers their background, competitors, approaches to building brand equity, points of parity and difference, brand positioning, organization culture, brand activity and marketing drive change, mistakes made by the companies, and strategies adopted by both companies.

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

focus on brand identity,
which is the salience and
main functional aspect which
works as representation for
larger productive goodwill
among customers
with Myer has less focus and
investment leveraged
towards brand identity
among customers as
marketing parameters are
weak at present.
Brand meaning Performance and imagery of
brand, has been strongly
appealing among customers
where fashionable products
and cosmetics for wide range
of customers are widely
appealing.
David Jones offers less
premium quality standards,
where brand meaning is
weakly focused on for
gaining stronger market
value actively (Bhagwat and
Bach, 2016).
Brand response This stage holds focus
towards response towards
customer’s preferences, by
attending new scale work
goal advancement and
heading towards responsive
brand development
effectively. Myer brand
response, has been
strategically being shaped
profoundly towards active
fashionable products
categories
David Jones still lacks
innovation and functional
enlarged working standards,
profoundly towards which
comparatively Myer has been
actively expanding its
services.
Brand relationship The brand relationship, being
last step holds high
significance where
customer’s services should
be based on for gaining
stronger market value, and
based on goodwill
parameters for long term
David Jones has less brand
relationship, for bringing on
new scale customers services
within working digital
business platforms towards
which Myer has larger
competitive brand

stability aspects. Myer has
strong brand relationship
factor which has been widely
analysed as key strength, in
brand analysis development.
positioning.
3 Points of parity and points of difference
Points of parity are the most haves of any brand, where it is considered as legitimate
competitor in specific category for bringing on new scale profound growth towards wider
scale competent efficacy. It enables to identify further scale connectivity, for bringing on new
productive commercial business strategies towards varied scale imperatives. The points of
difference are based on factors of products and services, which create differentiation for
products, which further differs from larger competitors. Indicators of points of difference
successfully increase customer benefits, leading to long term brand loyalty within global
business parameters.
Difference parameter Myer David Jones.
Points of parity Myer specifically focuses on
points of parity, where it is
David Jones has been lacking
within representation by

considered as legitimate
competitor which impacts
consumers with list of
alternatives for wider scale
working expansion.
heading towards points of
parity aspects, for evolving
towards new strategies as per
competitive wider functional
innovation standards.
Points of difference Myer company specifically
focuses on points of
differentiation where brand
heads on specific focus on
investments within brand
advertisement, online market
promotions and also for
strengthening business
targets profoundly. Points of
David Jones has been
lacking points of difference,
where the brand does not
hold any unique product
quality range for
strengthening functional
work parameters. There is
no aspect towards
strengthening competitive
advantage, for overall growth
paradigms towards
productive domains (Couto,
and Ferreira, 2017).
4 Brand positioning
The brand positioning is related to vision, mission, segmentation business strategies
and target market development for effective varied growth within brand developed synergies.
It can be understood that repositioning further connects towards long term brand positioning
goals, further on which effective new advanced marketing strategies are widely crucial.
Myer vision is to from best competitive products range with high fashionable structured
efficacy, with premium quality standards and also determines best brand positioning. The
market segmentation is focused on segmenting as per behavioural and physiographic aspects,
for attaining best youngsters market rapidly (Brexendorf and Keller, 2017). Myer has strong
effective brand positioning values within digital media platforms for gaining effective long
term positioning, and further expanding towards best functional paradigms to operatively
expand towards best target markets (The top 20 performance marketing strategies for 2020,
2019).

` Myer brand positioning values enable us to analyse, that at present the vision, mission
and functional marketing strategies of company is less innovative to expand among new
range of target customers. Segmentation strategies within vision, is less diversified for
competent scale synergies and new functional scale goals for varied operative expansion.
Brand repositioning of David Jones is less advanced, competitive with comparison to Myer
where former has been lacking functional growth expertise towards commercial business
long term targets.
5 Organisation culture
The organisation culture holds strong functional importance for attaining best
functional scope for bringing on new range of effective working standards, where aspects and
cponcepts of functional training among employees plays crucial role. Further, organisation
behaviour heads on large focus towards attaining best operational innovation for larger scaled
efficacy towards commitment among employees. It also relates to leadership aspects, further
connectivity for scaled work efficiencies which determines value growth domains and also to
leverage best marketing factors. Furthermore, differentiation between both factors enable us
to gain knowledge based on retail competitive industry determinants where Myer is widely
competitive as pr compared with David Jones (Carlquist and Juncker, 2019).
Myer follows matrix organisation culture value innovatively within company for
synchronising new scale working targets for effective varied connectivity, higher scale
innovation within training of employees. The brand heads on specific focus towards using
best resource planning tools, for effective new scale determined functional work goals and
also to sub scale varied resource planning. The organisation business culture of Myer heads
on communicative force, where brainstorming sessions and group training sessions further
motivate long term strategic change within employees potentialities variedly. On other hand,
differentiation within David Jones helps us to gain knowledge within business internal
structure where organisation structure is less diversified and less innovative. There are no
training sessions worked on for employees to bring on new profound change among
organisation culture, also varied scope to bring on dynamic growth is less focused on. David
Jones also lacks resource planning within organisation culture aspects for competent
functional scope, towards ranging profound growth rise within employees working scenarios
profoundly.

The comparison also enables us to gain knowledge that Myer, Austrlia has best
organisation culture fundamentals towards shaping new brand development goals effectively
for higher functional working targets profoundly (Fernández Reyes and Reyes, 2018).
6 Brand activity and marketing drive change
The brand activity and new marketing drives change has varied impact on overall
organisation culture working scenarios, where new range of vision impact and varied scale
marketing innovation has imperative impact. Brand activities related to marketing, as per new
productive standards, are largely correlated to varied new scale driving force for specific
profound abilities. It can be analysed that marketing adds on promotional aspects
innovatively, synchronises wider productive goals as per latest functional targets and also to
up scale best resource planning scenarios. Myer brand activity, and marketing are based on
bringing new innovative fashionable products for wide range of customers with latest makeup
products being one of the best category. The digital platforms used for marketing has been
determined to be one of the most competent factor, for bringing on best determinants as per
latest working activities within revenue targets (Best Digital Marketing Strategies 2020 for
Your Business, 2020).
Myer also establishes best competitive branding benchmarks which are based on
commit towards content marketing, developing best visible brand expertise and cultivating
prestigious products informatively. Seeking high profile clients services further bring on best
marketing force profoundly, where Myer heads on stronger leveraged creativity. On other
hand, David Jones marketing and branding towards gaining new scale growth expertise is
less effective, due to less technical expertise and commercial diversity standards for wider
keen marketing. The brand faces varied scale downfall in recent arenas, towards resource
planning and overall growth rapidly which has been impacting profound scale expansions.
The David Jones has been also keenly facing challenges within recent working aspects,
within varied scale competent marketing standards due to which retail chain lacks functional
expansion.. It can be also analysed that Myer has high expansion towards productive
fashionable products and services, where effective competitive brand value rise also adds as
an asset, towards organisation culture.
7 Mistakes made by companies
The mistakes made by both companies within Australian retail market , enables us to
analyse further focus towards dynamic market growth factors and imperative expansion

towards longer term competitive fashion industry. Myer executive chairman leadership
aspects has been facing criticism related to poor decision making scenarios and failures
within leadership evolving scenarios where department stores are going under wide scale
challenges. This mistake has made company fall under slump, with varied new competitive
brands coming on within fashion industry, where it can be understood that this mistake has
been impacting towards long scale paradigms. For overcoming this mistake, transformational
leadership style is further focused on for competent scale efficacy paradigms towards
bringing best long term functional growth in leading teams. It can be further analysed that
Myer latest training of employees as per working parameters for functional scope, brings on
dynamic strength worked on towards gaining best connectivity rights for larger growth
competently.
Mistake made by David Jones company, further bring on analysis focused on aspects, where
company faces challenges due to less long term strategic growth focused on towards building
stronger marketing strategies. The brand has less operative innovation within resource
planning, tools used by company are less functional towards bringing new divergence among
working parameters. For these reasons, the productive pace within scaled functional
objectives for gaining stronger market value within scope of David Jones is less imperative
and less diversified. To work on this problem, David Jones further has been heading towards
functional planning to work on internal business structure connectivity, by evolving on larger
innovative business planning towards bringing best determined planning.
8 Strategies adopted by both companies
Strategies adopted by Myer and David Jones companies enables us to bring on
complete detailed analysis towards varied scale functional parameters within international
fashion retail marketing standards. Myer , Austalia is the best functional competitive retail
company whose marketing and productive working strategies expanded on digital media
platforms has expanded best competent market presence. Myer uses brand line extension
strategy for further expansion among products, services within fashion retail clothing and
accessories towards bringing best competitive market domains. The brand excels towards
bringing best varied categories of fashionable products, where customers preferences are
widely taken care for gaining stronger market presence. Voice technologies and augmented
reality within digital business platforms are widely used for adopting towards new edged
functional parameters in brand development as per latest varied targets.

Further, David Jones brand management strategies and business growth functional
strategies are less competently focused on for bringing new scaled innovation among
business scenarios. The brand has less keen working focus towards marketing aspects, new
scale functional evolving synergies towards brand development which has been less effective
to bring on new competent innovation active. Recently company needs to further evolve
further for varied scale functional expansion as per new productive standards, on which keen
productive brand development is essential (Why David Jones, Myer stores need to adapt to
stay relevant, 2021). This can be also analysed that marketing further connects towards
customer market expansion, larger functional scope in competent marketing and brand
development strategies. Further, new investments planning also need to be focused on for
pertaining best scaled growth expertise towards training employees and also extend
commercial diversity standards actively. The brand has scope for bringing new expansion
among products and services categories, also productively expand on future long term targets
which further determines evocative essential goals actively.
CONCLUSION
From the analysed report analysis, it can be concluded that brand analysis plays
crucial role in strengthening business performance goals within long term competitive market
positioning. Myer as compared to David Jones, has less quality standards of fashionable retail
products, which has enhanced strong brand connectivity towards new scope paradigms and
best functional expanded customer target market. Report concluded pyramid model of brand
analysis, where Myer has best brand value development aspects within market positioning as
compared to David Jones. Points of parity and points of difference plays crucial role for
profound growth functional standards, where Myer vision and mission, target market
positioning are widely advanced as compared to David Jones. Research further concluded
usage of matrix organisation structure framework, for building innovative culture and
imperative rise towards best leveraged scope. Further, study concluded mistakes analysis
comparison of both companies and new scale advanced marketing for best competitive scale
positioning which further heads as Myer best competitive branding strategy.

REFERENCES
Books and journals
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Bhagwat, A. and Bach, C., 2016. Brand Management. Journal Oof Multidisciplinary
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Brexendorf, T. O. and Keller, K.L., 2017. Leveraging the corporate brand. European Journal
of Marketing.
Carlquist, C. N. K. and Juncker, S., 2019. The importance of creating a credible brand in the
new digital world of social media influencer marketing.
Couto, M. and Ferreira, J .J., 2017. Brand management as an internationalization strategy for
SME: A multiple case study. Journal of Global Marketing, 30(3). pp.192-206.
Dechawatanapaisal, D., 2018. Employee retention: the effects of internal branding and brand
attitudes in sales organizations. Personnel Review.
Fernández Reyes, L. and Reyes, L. F., 2018. The importance of brand elements: effects of
critical brand elements on wine purchase behavior.
Fetscherin, M., and et.al., 2019. Latest research on brand relationships: Introduction to the
special issue. Journal of Product & Brand Management.
France, C., Merrilees, B. and Miller, D., 2016. An integrated model of customer-brand
engagement: Drivers and consequences. Journal of Brand Management. 23(2).
pp.119-136.
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Best Digital Marketing Strategies 2020 for Your Business. 2020. [Online]. Available Through
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Why David Jones, Myer stores need to adapt to stay relevant. 2021. [Online]. Available
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