Brand Management Report: Marketing and Brand Equity at M&S

This report provides a detailed analysis of brand management strategies employed by Marks and Spencer (M&S). It begins with an introduction to branding concepts and their importance, specifically within the context of M&S. The report examines key elements such as brand portfolio, brand hierarchy, and brand leverage, offering insights into how M&S develops and grows brand equity. It explores suggestions for brand extension, reinforcement, and revitalization, as well as the application of a house of brands strategy. Furthermore, the report includes an internal analysis to identify the strengths and weaknesses of the M&S organization, considering factors like brand value, awareness, consumer attitude, and purchasing intent. The conclusion summarizes the key findings and recommendations for effective brand management at M&S.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Branding and importance of branding.....................................................................................1
2. Organization develop and grow brand equity.........................................................................2
3. Suggestions for brand extended, rain-forced and revitalized..................................................3
TASK 2............................................................................................................................................4
1. House of brands.......................................................................................................................4
TASK 3............................................................................................................................................5
1. Brand leverage........................................................................................................................5
2. Strength and weakness of M&S organization.........................................................................5
3. Collaboration and partnership.................................................................................................6
TASK 4............................................................................................................................................7
1. Brand value.............................................................................................................................7
2. Brand awareness......................................................................................................................7
3. Consumer attitude...................................................................................................................8
4. Purchasing intent.....................................................................................................................8
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is an important function of marketing that utilises techniques to
enhance the perceived value of brand or product line. It is important for organisations to develop
a good relationship with the target markets. The present report will determine branding concept
and its importance for Marks and Spencer, a leading business firm in UK. It will also discuss
various elements of branding such as brand portfolio, brand hierarchy, brand leverage etc. The
report will also include internal analysis to identify strengths and weaknesses of the company.
TASK 1
1. Branding and importance of branding
Brand is a name, term, symbol and design that differentiate an organization or product
from its rivals in the eyes of customer. The brand is used in business, marketing and advertising
for improving the current environment. Branding aim to differentiate presence to attract and
retain loyal customer. It is a process of giving a meaning to specific companies, products or
services by creating and shaping a brand in consumers' minds. It is a strategy designed by
companies to help people to quickly identify their products and organization. It will be help them
to give particular reasons to choose Marks and Spencer organisation, products out of the many
competitors in market. This will focus on increase the value of organisation and provide
employee motivation. They give proper direction to achieve objective and acquire new customer
in easy way. In today's market scenario, the uniqueness, name and services fulfilling the
customer expectations and keeping their needs in mind to recognize the product is a necessity for
any company.
Importance of branding : Generate increase revenue and market share :Organisation can leverage the power of
brand in many ways, such as co-branding, geographical market, market segmentation and
improve new distribution. All such factors will help to increase revenue and market
share. Increase existence distribution of loyalty : Independent distributors are in money making
business. For them brand loyalty always comes second.
 Branding improve recognition : Brand logo play a most important role for customer and
direct impact on consumer mind. Organisation put the time and efforts to improve current
environment as well as some future changes.
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2. Organisation develop and grow brand equity
Brand equity : In the branding phenomenon, a word that articulates the overall analysis
of the brand or the company which is used for the recognition of the product in the market so the
word formed was Brand equity. It demonstrates the brand name and value in the competitive
market. Brand equity is a positive form can help organisation in many ways. It is a marketing
term, which is helping to describe brand at market and value is determined by the level of
consumer preparation about the brand. Marks and Spencer organisation can charge more for a
product with a great deal of brand equity (Dinnie, 2015). In this context, brand equity can be
transferred to line extension products related to the brand that include the brand name, so a
business can make more money from the brand. There are some important points about brand
equity are as follows :
 Awareness among people about the product.
 Creates the loyalty to the customers about company.
 To measure the brand efficiency and efforts required.
 To know the performance of the product into different market.
 It can help to boot organisation share market.
Brand equity develop and grow as a result of consumer experience about the brand. It will be
based on some process is to be used and following steps are as follows :
Develop and grow strategies Awareness : The brand will focus on target audience, with the help of promotional
activity and different way to get aware about the brand. This will be important part
organisation to focus on awareness of the brand (Hanna and Rowley, 2013). It will help
to increase the number of customer and profitability level. For example : M&S conducts
various promotional and marketing activities in the market to spread awareness about
their products in the market and attract more customers. Formalization : Marks & Spencer do have written rules, procedures, principles and code
of conduct. They govern the organization overall activities Marks & Spencer has
standard code of conduct and written rules to run its business. Goal : Marks & Spencer has its own written goal with its objectives, missions, visions
and targets. What organization is today and will be in future by incorporating
environmental scenarios.
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 Preferences : This is most important stage for every brand, when customer has provided
good experience with the brand. They convey message to family members about brand.
It will be become the preferable choice about the product.
 Culture : Marks & Spencer do have its own identical norms, values, beliefs and working
environment. It follows standardized rules and regulations to cope with cultural obstacles
seen in an organization.
3. Suggestions for brand extention, reinforcement and revitalisation
There are all three factors are most important for organisation, which is helpful to provide
extension for brand. It is a marketing strategy in which firm marketing a product with a well
development of plan.
Brand extension : Brand extension will be based on development of same brand or can
say use the same brand name in different products. Marks and Spencer organisation have a wide
different kind of variety of competitors in market place (Xiong and King 2013).
For example : They are extending new branches in the banking sector. On the other
hand, brands are famous for one thing they are extended into different area. It will be help to
improve current as well as any future changes of the organisation. Brand extension is a good way
to grow the level of business.
Brand reinforce : Brand reinforcement refer to a particular activity are to be focused on
this kind of consumer at market, they are tied into one particular brand. This kind of consumer is
trying to continue purchasing a same kind of product in the marketplace. They are to be focused
on regular monitoring of the product at all levels of product life cycle stages. On the other hand,
taste and preference of customer are the most important part of improving future performance
and quality of product. There are some new strategies will focus on particular brand
transmutation.
Brand revitalised :This is one of the most important marketing strategy, which is used at
the time of product reaching towards its maturity stage of product life cycle and profit becomes
full. In addition, market expansion and product modification. There are many factors like legal
issue, competition level and brand relevance, etc. In this context, different need for different
customer and technology must be changed for over the period.
Marks and Spencer organisation must focus on Brand revitalisation strategies inside work
place (Burmann and et.al 2017). This will directly impact on revitalisation because of some
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intractable factors such as business relation, the creativity of new application, change in taste
sensation and preferences of custom-made, judicial necessitate, etc.
TASK 2
1. Brand portfolio and hierarchy management
The Brand Portfolio refers to an umbrella under which all the brands or brand lines of a
particular firm functions to serve the needs of different market segments. In brand portfolio is
work is help to mange all the small brand and help to the advertisement of different product in
organisation. On the other hand, different kind of product must be used to improve current as
well as some future change is to be done to increase level of strategies and achieve growth rate.
There are to be focus on separate trademarks and operate individual product performance. There
are some different types of models is to be provide by are as follows : House of brands : In this context, some brands are featured or promoted, rather than
company and corporate brand. (Punjaisri and Wilson, 2017). Moreover, many houses of
brand are consumer products and holding number of those kinds of brand who have large,
big etc. In addition, many organisations had use house of brands are P&G, MARS and
Unilever etc. Branded house : Branded house means that the organisation itself is a brand. The brand
house strategies is the firm of the brand, any sub brand does not deduct form brand
product in market place. There will focus on many kinds of strategies must be used to
build the strongest brand in market. Many organisations will be used house of brands are
Google, Apple etc. All such kind of big organisation and improve brand image all over
global level. Hybrid : This is kind of brand strategies must be use by many small group organisation,
to achieve market share. This is combination of both the model used in upper side. This
will help to create some bigger brand. There are business is expanded, its portfolio to
other product. For example : Marks and Spencer has reinforced up a large IT estate, with bequest
scheme sitting alongside more contemporary infrastructure created to activity new
initiatives complete the years from online gross sales to finance services.
Management hierarchy
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 Corporate :- This structure of governance will include the various sort of officers like
CEO, CTO etc. All such person are to be inculcated in corporate level. In corporate level
is to be focus on the all the mangers in organisation and team members in organisation. In
corporate culture is focus on the all the team leader. Umbrella :- This will help the company to manage its various operations or brand under
one unit or entity. The employees work in corporate office, customer services, software
development etc. Products :- In this company based on retail sector etc. all such kinds of products are to be
sold. This company is focus on each and every product in organisation and provide
special discount in every product.
 Sub brand :-The Marks and Spencer company is the best competitor is ALDI company.
TASK 3
1. Brand leverage
A brand leveraging strategy uses the power of an existing brand name to support a
company's entry into a new, but related, product category. This is one of the most important part
to make some new strategies, which is help to enter into new market. Brand leverage is help to
communicate the best product information about to customer, about new product (Balmer and
et.al 2016). Marks and Spencer will help to improve the number of customer level must be
change and provide the important knowledge about brand, so customer will be familiar with
particular brand on it. There are lot many changes is made, at the time of brand leverage must be
used in Marks and Spencer. Moreover, it will be help to take new decision making inside
organisation and improve future conditions will change for it.
2. Strength and weakness of M&S organisation
Strength Weakness
Marks and Spencer organisation will focus on
the brand value of the arrangement. The brand
numerical quantity is advanced as the made-to-
order who go to the overflowing street promote
to tour to Marks and Spencer’s as they can coat
the whole buying in a shift (Schmidt and et.al
They are not doing good promotion in a
different market sector. This is given negative
impact on the overall working environment
and improvement must be changed for long
periods. Marks and Spencer organisation have
some time create cost issue related to product,
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2015). Marks and Spencer’s is the giant of the
UK’s high street is known by everyone in the
market for the quality it is providing in the past
years.
this is because of poor internal management
and less provide training staffing member
inside organisation. There are not doubt,
working cost will be change for it.
Opportunities Threats
They have to grab new opportunities about to
increase and open new store in different
countries and different location as well. Marks
and Spencer can utilise various kinds of modes
of written record approximately the planetary.
Marks and Spencer’s early internalisation was
mostly due to domestic factors. After some
dramatic changes it is clear that the expansion
of the market have to come from the overseas.
Labour party members were suggesting
nationalising for the leading domestic retailers
There are increasing the level of competition
in the market area. This is given negative
impact on the overall market share and some
changes is to be made for removing any
threats into the market. In the retail sector,
many organisations are working such as
Tesco, ASDA etc. All are to be working with
positive factor. (Gürhan-Canli and et.al
2016). All such kind of organisation is the
biggest threats into administration.
3. Collaboration and partnership
Collaboration : Collaboration is a process of two or more people and organisation
working together to complete the task or achieve a goal.
Partnership : A type of business organization in which two or more individuals pool
money, skills, and other resources, and share profit and loss in accordance with terms of the
partnership agreement.
It is one of the most essential part of organisation to improve current environment, with
the help of collaboration with international brand. It will be mange the market share and cost will
recover over the period and increase market level must be change for it. This two factor is most
essential to comprehend the inner condition of business and promoting techniques. In this report
is Marks and Spencer organization joint effort and accomplice are as per the following :-
 Marks and Spencer and Microsoft are the help for enhance the advanced showcasing in
new extension of business. This is help to enhance deals benefits in new market.
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 This association is help increment the development rate in association and help to expand
deals in association.
 Cooperation implies the activity of somebody to create something in showcase. It
resembles as an association with other association. There will focus on only two parts of agree the number of share of both the organisation
and change for long time period.
For example : Toyota and Suzuki organization is authentic comply with there association in auto
versatile area.
This is about the both organizations coordinating effort and association in business
showcase. This is most critical to showcasing increment the development and benefit sharing
proportion in the association (Gürhan-Canli, and et.al 2016). In promoting construct advertising
quality is help in association. Every single such thing is to be utilized as a part of broadening or
extending the business in local or global level in association.
TASK 4
1. Brand value
Brand has emerged as a corporate strategy nowadays. The brand value is to be depended
on the financial performance of the organisation inside the Marks and Spencer. This is to give
direct impact on company profit market. There are each and every organisation brand value must
be changed for as per the change in the balance sheet of arrangement (Bravo and et.al, 2017).
Marks and Spencer company will be focused on the quality of the product and provide the best
delivery of services for customer. They have always focused on introducing the level of product
in the market as well as provide the multichannel offer and expand the market in international
level. The Organisation is to be focused on increase the level of the international market as well
as profitably must be changed for long time factor.
2. Brand awareness
This is one of the most important part for the organisation is focused on brand awareness
in the market place. The customer is aware about the brand and recall them as per need. Marks
and Spencer will be focused on brand awareness will be depend on promotional activity in a
different market sector, which plays the most important role as per the need of overall
profitability and other factor inside the organisation. There is more and more promotional
activity is to be focused on outside market and improvement must be done for the company.
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Brand consciousness is a key thinking in user activity, advertisement administration, trade name
social control and plan of action improvement. Marks and Spencer company will be focus on
more and more promotional activity must be done on quality of product will be prepaid for
number of customer in market share (Balmer and Wang, 2016). They are to be focus on building
there marketing organisation and improvement for overall development of market structure.
They will be updated new types of product in market and more and more promotion will be done
for improving market.
3. Consumer attitude
There are three most important types of consumer attitude will be depend on the number
of customer in market share. Consumer attitude are believable, feeling and behavioural attitude.
All such kind of attitude is helping to improve sales market and organisation must be working as
per the such kind of attitude. Consumer behaviour is helping to identify the personality of
consumer and find out different facts about like purchasing habits of consumer inside the
organisation (Kavaratzis, M and et.al 2014). This will be change for long period and improve
market conditions. Nowadays, consumer is focus on particular brand product and purchase
product form selected brand.
4. Purchasing intent
The customer will be buy the product of services form a particular brand. On the other
hand, customer are wellness to do for such kind of product in market place. It will be depend on
the internal and external factor of the organisation and improve market condition on it.
Cost approach method : The cost approach is a real estate valuation method that
surmises that the price a buyer should pay for a piece of property should equal the cost to build
an equivalent building. In cost approach appraisal, the market price for the property is equal to
the cost of land plus cost of construction, less depreciation.
Market based approach : A market approach is a method of determining the appraisal
value of an asset, based on the selling price of similar items. The market plan is a business
valuation method acting that can be used to compute the value of property or as part of the
evaluation cognitive process for a closely held business concern.
CONCLUSION
From the above report it is concluded that brand equity can be transferred to line
extension products related to the brand that include the brand name, so a business can make more
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money from the brand. As per the above report is concluded that profitability must be improved
for it. Brand administration is to be a centre around coordinated effort and association of each
brand in association. Report it is concluded that brand improvement and increase the number of
customers.
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REFERENCES
Books and journals
Bravo, R. and et.al 2017. Brand Identity Management and Corporate Social Responsibility: an
analysis from employees’ perspective in the banking sector. Journal of Business
Economics and Management.18(2). pp.241-257.
Balmer, J.M. and Wang, W.Y., 2016. The corporate brand and strategic direction: Senior
business school managers’ cognitions of corporate brand building and
management. Journal of Brand Management. 23(1). pp.8-21.
Kavaratzis, M and et.al 2014. Rethinking place branding: Comprehensive brand development
for cities and regions. Springer.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Hanna, S. and Rowley, J., 2013. A practitioner-led strategic place brand-management
model. Journal of Marketing Management. 29(15-16). pp.1782-1815.
Xiong, L. and King, C., 2013. Are Employees Motivated to be Brand Champions? Investigating
the Missing Link in Internal Brand Management.
Burmann, C. and et.al 2017. International Identity-Based Brand Management. In Identity-Based
Brand Management (pp. 291-312). Springer Fachmedien Wiesbaden.
Punjaisri, K. and Wilson, A., 2017. The role of internal branding in the delivery of employee
brand promise. In Advances in Corporate Branding (pp. 91-108). Palgrave Macmillan
UK.
Balmer, J.M. And et.al 2016. Corporate brands and corporate marketing: Emerging trends in the
big five eco-system. Journal of Brand Management.23(1). pp.3-7.
Schmidt, S and et.al 2015, January. Corporate Heritage Cockpit: Measuring and Managing
Brand Heritage as Strategic Asset. In Academy of Management Proceedings(Vol. 2015,
No. 1, p. 13609). Academy of Management.
Gürhan-Canli, Z and et.al 2016. Customer-based brand equity in a technologically fast-paced,
connected, and constrained environment. AMS review. 6(1-2). pp.23-32.