Marks & Spencer Brand Management Assignment

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
a) Importance of branding for an organisation............................................................................1
b) Growth and development of brand equity by organisations...................................................2
C) Suggestions on how the M&S brand can be extended, reinforce and revitalised..................4
TASK 2............................................................................................................................................4
a) House of brands......................................................................................................................4
b)Branded house..........................................................................................................................5
c)Hybrid:.....................................................................................................................................5
TASK 3............................................................................................................................................5
a)Meaning of brand leverage......................................................................................................5
b) Strengths and weakness of the M&S Brand...........................................................................6
c) M&S collaborations and partnership to help in the brand growth locally and internationally,
.....................................................................................................................................................7
TASK 4............................................................................................................................................7
a) Technique used for measuring and managing brand value:....................................................7
b) Techniques used to measure brand awareness: ......................................................................8
c) Techniques for measuring and managing consumer attitude: ................................................8
d) Techniques used for measuring purchasing intent: ................................................................9
CONCLUSION................................................................................................................................9
REFERENCES: ............................................................................................................................11

INTRODUCTION
Brand management is the process of improving the image, maintaining a good
relationship with target market and focusing on customer satisfaction. It will help the company in
increasing sales of not only one product but of other products of same brand name as well. In this
present assignment, Marks & Spencer will be chosen for assessment. It is one of the biggest
British multinational retailer, which was founded in the year 1884 and its headquarter is situated
in the city of Westminster, London. This company sells clothing products, own brand food and
home based products. Company has its operating income of around $690.6 million. This report
will cover importance of branding for this company and development of brand equity for
The organisations. In addition to this it will also cover strengths and weaknesses of M&S brand
and techniques that will be used for measuring brand value and awareness. KELLOR'Ss Brand
equity model will also be discussed in this study.
TASK 1
a) Importance of branding for an organisation
Branding is a process of making company's own name and image for a product in mind
of the consumer, advertising is the best way of doing branding which attracts new customers in
the market. It helps in increasing sales of the company and if it can enhance its image through
branding then it can charge high price from consumer, as once consumer is obsessed with any
brand there are very fewer chances of switching to other brand’s products (Lee, O’Cass and Sok,
2017).
Here are some advantages of branding which M&S can enjoy:
Enhances image: Branding will help in improving image of M&S. As though company proves
customers that it cares for its image and have the unique identity to present itself in very every
market.
Builds loyalty: Customers are more loyal towards the company if it has a recognised brand
name and are ready to pay more for the trade name.
Increase trust: Customer trust on brand name easily. If the company has a big and recognised
brand name than it can earn trust of people. So, M&S can gain back its trust by branding and
achieve its objectives of increase in sales and growth of the company.
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Branding allows company to charge a premium: If a company has a good brand name than it
can increase price of its product, and consumers are ready to pay more money because they trust
on the name of the brand Example: Apple company charges more for its product than other
company and consumers are ready to pay more for its brand name (Veloutsou and Guzman,
2017).
A strong brand helps with recruitment and retention: If an organisation has a good brand
name then organisation will let people think that it is a good organisation to work with, and it
will enhance after-image or reputation of the company and ensures the growth of the
organisation.
b) Growth and development of brand equity by organisations
Brand equity is a term used in the marketing industry, which set forth a brand's value.
This value lets the owner know that he can raise money through brand recognition because
consumer believes that a quality product is better than those products with the less well-known
brand name (Borkovsky and et.al., 2017).
Value of brand can be discovered by customer's experiences with the product. If
customers are satisfied with a product and thinks good for that brand, then the company has a
positive brand equity but when any company dissatisfies people and customers does not
recommend that brand to anybody then that brand has a negative brand equity. M&S has the
announcement that it is closing 100 stores by 2022 so to develop and grow its brand equity there
are so many models which M&S can use but the best model is Keller's Brand Equity Model.
Keller's brand equity model is developed by Kelvin Lane Keller. This model says that
keep focus on the customers and make them happy. As customers are heart of the business and
that is why this model is also termed as Customer Based Brand Equity Model.
This model is shown in the shape of a pyramid which has four levels. The four levels are as
follows-
 Identity
 Meaning
 Response
 Relationships
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