Comprehensive Report on Brand Management Strategies for M&S

This report delves into the brand management strategies employed by Marks and Spencer (M&S). It begins by highlighting the importance of branding as a marketing tool, emphasizing product differentiation, corporate image building, and customer loyalty. The report then explores the components of a successful brand strategy, including brand association, loyalty, awareness, and product quality, all crucial for building and managing brand equity. Furthermore, it analyzes portfolio management strategies, brand hierarchies, and the application of the CBBE (Customer-Based Brand Equity) model, including brand identity, meaning, response, and resonance. The report also discusses the management of brands through partnerships and collaborative efforts, and evaluates techniques for measuring and managing brand value. Through a detailed examination of M&S's practices, the report provides valuable insights into effective brand management in the retail industry.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1.Importance of branding as a marketing tool..........................................................................3
P2. Components of a successful brand strategy for building and managing brand equity.........4
M1.Brand management...............................................................................................................5
TASK 2............................................................................................................................................6
P3.Strategies of portfolio management.......................................................................................6
M3.Analysis of portfolio management, brand hierarchies and brand equity..............................7
TASK 3............................................................................................................................................7
P3. Management of brand in partnership and collaboratively....................................................7
M4. Evaluate the use of different techniques..............................................................................8
TASK 4 ...........................................................................................................................................8
P5. Different types of techniques to measuring and managing brand value...............................8
M5. Evaluate the application of techniques for measuring and managing brand value............10
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is a techniques to introduce its product in the market and attracting
the customers toward by making. A brand is a name, term, symbol, design and other features that
an organisation use to its products so that it can familiar and set the image in the eyes and in
mind of the customer. Branding is important because it creates consumer preference towards the
product and services or the brand and prevents new competitors who are entering the market. It
help the company to increased revenues and market shares, help in increase company's market
value and help in create a unique and different company images. It make the tangible product
look and design attractive, set the price of that product which is reasonable to the customer and
do the packaging of the product attractive and comfortable. The intangible products are services,
for the brand management of that product is relate the services with the emotions of the
customers and promote them. In this report, Marks and Spencer's brand management define
(Yannopoulou, Moufahim and Bian, 2013). It is founded in 1884 by Sir Michael marks and
Thomas Spencer and it has 979 stores across the UK. It is a multinational retail company which
deals in home products, clothing and luxury food products. In 979 stores including 615 that only
sell food products.
TASK 1
P1.Importance of branding as a marketing tool
Brand is a collaboration and collection of products and services attributes to set the
image, symbol, logo, design and trademark of the products and services in the consumer's mind.
Branding is a marketing tool which help in providing more customer to the company and growth
to the organisation. Brand management is important for development of the products and
services. The importance of M&S brand management is as following:
Product differentiation from competitors
M&S use brand management to make its product different from others and for providing
better product and services from other. They make in its product differentiation by making
attractive designs of the products, by doing good packaging which is easy to carry and by setting
its price according the customers economic conditions so that they can purchase it.
Building corporate image

It is define the manners in which the company perform its products and services and
activities outside from the company. The purpose of corporate image to identify and inform the
customers and audiences with the products and services. M&S have a strong corporate image
and everyone is familiar with the products and services of it (Wallace, Buil and de Chernatony,
2014). It build its corporate image by providing that product which can fulfil the consumers want
so the corporate image of the brand is important for the organisation.
Creating benefits for different product categories
It is important because a company provide products and services in different categories to
its customers. M&S provide different products categories like it deals in home products, clothing
and food products. In home product it have many categories like it have accessories, kitchen
products and furniture etc. so it is the beneficial for the customers because they can purchase all
product from one brand. It is a important benefit for M&S customers they can fulfil their demand
at bone place.
Attract and retain the most loyal customers
M&S provide is products and services globally so it has international customer and it
attract international customer by setting in mind their emotions and culture. M&S provide
internet marketing so that they can by the products at their location. M&S provide the better
quality product and services so the customers are loyal to towards this brand. It is important for
both as well as company and customers because if the company use good quality the customer
loyal for it and they get good products and services (Spear and Roper, 2014).
P2. Components of a successful brand strategy for building and managing brand equity
Band equity is the value and the strength of the company which is analysed by its
customer's experience. The positive perception of the consumers towards brand equity, it help in
the development of the market. M&S customer take benefits from its products and services so
they help the organisation positively. Brand equity of the company help in line extension of the
company and it increase the profit of the company. There are some factors which help the
company in making strong and effective brand equity. These factors are as follows:
Brand association
In M&S, it is related the symbol, sign , trademark and images of the products and
services which are used by the company so that the customer can easily recognize the products
and services which a brand produce. It can be formed by advertisement, reasonable price of the

product, quality of the product which offered by the company, word of mouth and product
category from which the brand belong (Solomon and et. al., 2014).
Brand loyalty
It is a positive behaviour of the customers towards the brand from which it purchase
products and services. M&S produce good quality products, they use good quality raw material
in their products like in cloths and food products so the customers are loyal for them. Because
now these days customers do not feel hesitation for paying more to good quality product. Cause
of international business there are high competition so if the company provide good products to
their customers they will show loyalty for them.
Brand awareness
It is a probability that customers are aware with brand and the product of the company. It
is an activities in which saw that customer have information and familiar with product and
services. In M&S, for brand awareness of the brand it make signs, symbol, trademark and images
so that customer recognise the brand (Sola, 2012). It do advertisement and use strategies for
brand awareness.
Good quality of products
Quality is the performance of the product which is analysed by the customers. M&S
make good quality of product so they are liked by the customer and demandable in the market.
The product of the company is known by their quality when they fulfil the customers needs, they
are purchase by them again and again. For example, M&S produce clothes and food products,
they use good quality cloths for making dresses and for food use good quality raw material, they
satisfy their customers.
In M&S, the company manage its equity by properly manage their accounting, review
their cost and by making financial projection. It can hire good bookkeeper or purchase DIY
accounting and it can track its income and cost (Santos-Vijande and et. al., 2013).
M1.Brand management
It is function of marketing which use tools and techniques to put the product in the
market. It is for both tangible and intangible product's characteristics of brand. Brand
management can be done by using different theories, models and concepts. They are define as:
Theories of Brand-management- The company can manage its branding by using various
theories such as product range brand strategy,umbrella brand strategy and endorser bran strategy

etc. There are some brand management models by using them company can do good
management like Keller's brand equity model,BAV model, BRANDZ model and AAKAR model
etc.
TASK 2
P3.Strategies of portfolio management
Portfolio management is a process of managing investment and taking decision related to
investment policies, objectives, allocations of assets and balancing risk against profit. M&C
follow different strategies to manage its brand equity and help in mange two or more than two
brands in market. There are some strategies which are follow by the company to manage the
brand effectiveness (Rauschnabel and et. al., 2016).
Investment in business- In this, company think about increasing its profit so it do
investments in many businesses and for attracting customer they do advertisement and promotion
so that they increase the profit of the company for investments.
Profit growth and revenue- Company make innovative product and make change in the
features according the customer so that it can attract more customer. If the customer like product,
they purchase it and profit will be increase and revenue generate.
High efficiency- The company use different strategies and technologies for doing
investment and innovation in product so that they can achieve efficiency in the business. The
high efficiency help the customers to get good quality product on reasonable cost.
Management hierarchy of M&S
Umbrella Brand- It is a single branding in which a company include two or more
products for sale. It is used by company to get positive brand equity which is beneficial for the
company. It is different from marketing extension because in it there are smiler products
(Kapferer, 2012).
Product- M&S deals in different types of product like clothes, home products and food
products. In home product it has various product such as accessories, kitchen product, furnitures,
bending and cosmetics etc.
Application of CBBE model

Brand identity- Under this the visible elements are included such as colours, designs,
name , symbol ans trademark etc. If the customer will be familiar with the product name and
symbol then it will purchase it and use its services (Kapferer, 2012).
Brand meaning- It is product which is produce by a company and have its own , name,
design, symbol and identity and make a place in the market so that the consumer known it by its
identity. It contains special features which make differentiate from others and customer attract
towards it.
Illustration 1: CBBE Model
§
(Source: brand equity model, 2018)
Band response- It is related to the customers response and customer's response is depend
on the product that it can satisfy the customers need and wants. If it can fulfil their desire, the
customer response will be positive which help in increase company profit.
Brand resonance – It is the relationship between consumer and product. It can be
negative and positive, if the customer satisfy with the product then he will loyal towards its and
purchase it again and again to fulfil their needs related that product. If the product no fulfil their
demand he will switch towards other brand or other product.
M3.Analysis of portfolio management, brand hierarchies and brand equity
Brand equity is the value of the brand that analysed by the behaviour and perception of
the customers towards the brand. It can be good or bad, if the product is beneficial for them and

have good quality it is positive rather then it, this can be negative. Portfolio is related to the
finance of the company and the investment of the customers.
TASK 3
P3. Management of brand in partnership and collaboratively
To make a brand successful it is important it is known by the customers and customers
are familiar with it. It possible that time when the company do use good marketing, promotion
and advertisement for the product. The product of M&S are good quality and they are successful
in satisfy their customers demand. They fulfil their various customers desire by providing the
product according their wants and their testes or preference (Hutter and et. al., 2013).
Brand Extensions
It is an marketing strategy in which a company launch a new product within the existing
brand name. It is good and affect the company positively because company do not use extra
channels for advertisement of that product. The customers are familiar with the brand so they do
not take time and not hesitate for adapting the new product. In M&C it mainly focus on cloths if
it takes new product like kids cloths, in this it will not use extra efforts for searching customer
for this. It already has customers and when they will come to purchase they will saw new product
line then they buy them according their need. If the company going to launch new product. For
doing this the organisation can use Ansoff Matrix and the stages of this matrix are as following:
Market development- It is use for targetting new market or new area such as globally or
home and host country for manufacturing new product. M&S use different channels; sales
channels, promotion channels and online marketing. And it target different groups of people
according age, gender and demographic profiles (Heding, Knudtzen and Bjerre, 2015).

Diversification- In this market and products both are new so risk is high. More other
products are in the market to compete the product and customer are not aware the products so the
company invest money on marketing or promotion of the product.
Market penetration- Under this market and product both are existing so customer are
aware and familiar with the products and services. Customer are loyal for the product because
they aware with it and help increasing sales which is helpful for increase profit and growth of the
company.
Product development- In this market is exiting and product is new so there are no more
risk because consumer are in the market. When the customer come to the market it saw new
product so the advertisement and promotional cost not much high because in it the company can
use word of mouth advertisement.
These strategies are play a big role in the growth of the company so M&S use these
strategies to get information about the market (Hanna and Rowley, 2013).
Portfolio strategy
It is an active portfolio strategy which is use by M&S to do investment that tries to
generate maximum value to a portfolio. There are two types of portfolio strategies active and
passive strategies. Active strategy is used by M&S for long term aim of moving capital on a
consistent basis into profitable securities such as stocks, bonds and others. And passive strategy
has a more hands off approach. This strategy cab be used by M&S to reduce some components
such as choice, autonomy, varied support, funding and public engagement.
Illustration 2: Ansoff Matrix, 2018
Source: Ansoff Matrix, 2018

Source: Portfolio strategy,(2008)
Brand of House strategy
In this model, a company that markets as a Branded House is expressing its value
proposition in a single, unified voice. In this model, the firm is a brand and the services or
market sectors are subsets of that primary brand and are not formally branded. M&S used this
model and make a place in the market and known by all. This company has a strong brand image
in the market and al;so create in the customers mind.
Source: Brand of House,(2016).
House of brand
Illustration: Portfolio strategy
Illustration: Brand of House

This model is typically applies by M&S the core strengths and infrastructure of the
company. The branding if the company is also focused on the subset brands. This strategy allows
M&S to establish distinct value and meaning with prospects and customers. These models are
important because they have strong reputation and requires careful nurturing.
Source:House of Brand,(2016).
M4. Evaluate the use of different techniques
The companion use different techniques for the growth. For market extension M&S use
market development techniques, product development, market penetration and diversification for
the brand development. If the company analyse market by using these techniques it can gather
information about the market and product. And provide the product according the market and the
customers need.
TASK 4
P5. Different types of techniques to measuring and managing brand value
Now these days various companies are using different techniques to improve their
business and earn profit. They are not only focusing on profit but also fulfil the customers needs.
There are some techniques which are used by M&S to develop its brand image, value and
response (Heding, Knudtzen and Bjerre, 2015).
Brand value
It is related to the value of the brand and products or services and it include the products
quality, quantity and material which are used in making a product. Now these days customers are
focus on the quality of the products and the material which is used in the making the products.
Illustration: House of Brand

So if M&S make its brand value good, it can focus on the quality of the product because the
brand value is depend on the features of the products.
Brand awareness
It is about the products and services that customers are able to recognise the products and
services and familiar with it .It is a probability that customers are aware with brand and the
product of the company. It is an activities in which saw that customer have information and
familiar with product and services. In M&S, for brand awareness of the brand it make signs,
symbol, trademark and images so that customer recognise the brand. It do advertisement and use
strategies for brand awareness. It use various advertisement channels like TV, radio, news paper,
web advertisement, Facebook and Instagram advertisement because now these customer used
these things on a high level.
Survey- It is related to the brand survey that how much customer are aware with that
brand and which strategies are used by the company to promote its products and services. M&S
do market survey to find out and viewed the market that the customers are familiar with its
products and to find out that there are any need to improve its promotional strategies.
Social media engagement- It is used by the company to measure the public shares, like
and comments for an online business and it is used by M&S to promote its products and services
and get the feedback about its products and their quality (Hanna and Rowley, 2013). The
company use three social media sites such as Facebook, Instagram and Twitter.
Market shares
It is defined the percentages of an industry or market's total sales which is earned by the
company over a period of time. In M&S it is calculated by taking the company's sales which the
company earned over a period of time and dividing it by the total sales of the industry over the
same period of time. For increasing market share the companies do innovation in its products and
services, building customer relationship and acquiring competitors (Balmer, 2012).
Market share building- Companies do this process to engage more customer with them.
For building market share and increase sales. It can be done by segmentation of the market and
doing innovation in the produc6ts and services of M&S.
Market share maintenance- The process is done by the companies for achieving growth
and success. M&S use this technology to maintain market fortification and innovation in
products and services.