Marks and Spencer: Marketing and Branding

BRAND MANAGEMENT

CONTENTS
INTRODUCTION.................................................................................................................................1
TASK – 1..............................................................................................................................................1
Significance of branding for M&S....................................................................................................1
By what means the brand equity is developed and grown by M&S...................................................2
Recommendations for extending, reinforcing and revitalizing of M&S brand..................................2
TASK – 2..............................................................................................................................................3
Brand portfolio management and different between various models.................................................3
Hierarchy Management.....................................................................................................................4
TASK – 3..............................................................................................................................................6
Brand leverage...................................................................................................................................6
Strength and weakness of Marks and Spencer brand.........................................................................6
Options for collaborating and partnership to help grow the Marks & Spencer brand........................7
TASK – 4..............................................................................................................................................7
Brand value........................................................................................................................................7
Brand awareness................................................................................................................................8
Consumer attitude..............................................................................................................................8
CONCLUSION.....................................................................................................................................9
REFERENCES....................................................................................................................................10

TABLE OF FIGURES
Figure 1: The House of Brand approach of P&G......................................................................5
Figure 2: Branded House approach of Virgin group..................................................................5
Figure 3: The Hybrid approach..................................................................................................6

INTRODUCTION
Throwing light in relation with the brand management, it is nothing but a big umbrella
which significantly elucidates all the facets related to advertising, design, placement,
distribution and marketing that helps in nurturing, determining as well as development of
brand personality. Brand management generally takes place with the comprehensive
awareness of the term brand that includes developing of promise, making the promise and
lastly, upholding the promise. Seeking help from branding, firm can substantially make their
customers loyal towards them (Kapferer, 2012). In addition to this, if the firm has good and
strong brand image in the market then they enjoy the power of differentiating their products
from the other firms in the same market place. Therefore, it can be well-attributed that it
offers an image to the business which is full of quality. Considering this fact in intellect, the
present research report is being focussed towards understanding brand management and its
other concerning aspects, techniques and methods by considering the case of Marks and
Spencer.
There were many articles being published in regards with Marks and Spencer about
their closer of 21 stores in the end of 2022. As the news was announced, the shares of the
M&S lurched to its lowest level in 9 years (Ritson, 2017). Pertaining to this, many people
have started commenting that this is quite slow match to the death of the company’s brand.
The main focus of the report, as a marketing and brand analyst of the firm will be made on
evaluating the importance of branding for the company and at the same time, the report will
also analyse how brand are organized as well as managed in the portfolio. Other than this, the
paper will also focus on several ways through which brands are leveraged and extended with
the passage of time at the global as well as national level. The later part of the report will
significantly explicate various methods concerning management as well as measurement of
brand value with each passing day.
TASK – 1
Significance of branding for M&S
In the current business scenario, brand is being referred as something from which the
business of an individual is evaluated and known by the clients. Talking in reference with the
brand name, an individual can imagine all types of goods and services being offered by the
company (Holt, 2004). Therefore, it is quite imperative that a brand name helps the customers
to take crucial decision about making use of products and services of that particular company
or not. Marks and Spencer is quite trusted and prominent brand for their customers from past
1