Evaluation of Branding: Exploring the Re-branding Process & Identity

This report provides an overview of branding and re-branding, focusing on the evaluation and exploration of branding strategies. It discusses the importance of branding in the retail sector, highlighting how it differentiates firms and creates brand value. The report analyzes the concept of brand exploration, emphasizing online branding through websites and social media, and its impact on economic and social contexts. It further examines the re-branding process, specifically developing brand identity and launching effective marketing strategies, using Marks & Spencer as a case study to illustrate the practical application of these concepts. The report concludes by underscoring the significance of branding in shaping consumer behavior and driving economic growth.

BRANDING AND
IDENTITY

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK1.............................................................................................................................................3
Understanding the evaluation & exploration of branding ...........................................................3
Analysing two steps of re-branding process................................................................................6
TASK2.............................................................................................................................................8
2.1 overview of the company.......................................................................................................8
2.2 Swot analysis.........................................................................................................................9
2.3 Analyse the proposition its strength and potential challenges.............................................10
3.1Typography, colours, and imagery.......................................................................................10
3.2 Applications for the brand and their format.........................................................................11
3.3 parameters for style and branding, identifying media, context, and format........................11
3.4 brand’s values and proposition............................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
Branding refers to giving a specific identity to an organization or to its products & services. The
concept of branding is mainly done in order to create the brand value of the products. This
concept helps in shaping the image of products in the mind of the customer. It is a process of
communicating with the customers without having an interaction. This can be done by creating
logo, taglines and mascots. Recently, the concept of re-branding has been adopted by many
successful companies. The re-branding is done in order to keep the brand of the organization in
current status. The companies use the concept of re-branding in terms of creating their image
with new innovations in front of the customers. This report will illustrate the concept of branding
& re-branding along with their types & importance. The report will also describe the ways under
which the re-branding can be adopted by the Marks & Spencer company. The firm is one of the
leading firm in retail sector producing large number of products. Therefore, focusing on the
branding and adding innovation in them is mandatory for the firm.
MAIN BODY
TASK1
Understanding the evaluation & exploration of branding
The branding has been come through long way. Brand of a product enables the
information regarding the product. Building the brand is one of the important task in order to
maintain and create good market strategy. In retail sector, the branding plays an important role.
The retail firms produce the large varieties of products in different ranges. There are large
number of retail firms. The concept of branding helps in differentiating and recognizing the firm.
The brand exploration is a brand audit that involves the complete survey and observation in the
market in relation of the current status of the brand. Brand exploration helps in determining the
competition level in the market. For example Marks & Spencer company has a big name in the
market. (Hultén, 2017). The firm is focusing on creating their brand image in more effective
manner. Therefore, the company is completely observing the market and their competitor firms.
The process of branding started to begin in the 1500s, but came into existence by the 19th
& 20th century. There are large number of technological experiments has been made in order to
add more innovations in branding. The main motive behind this was to attract the attention of the
customer. The branding works with the aim of getting the whole attention in the market. Earlier,
the branding was done in different form for example: the farmers were used their cattle in the

farm for performing the concept of branding, the craftsman imprints the different symbols on
their goods in order to make them look different from other craftsmen's products. Now, the time
has changed the demand of the customers has completely changed. Therefore, many innovations
has been done in branding. For example: M&S has the high brand value in the market. This has
been done by adopting various innovation in branding.
Earlier, branding was just limited to adding LOGO and signs related to the product. But,
now it is a bigger concept than that, it involves understanding the values of the customers along
with providing them full amount of satisfaction. (Ebrahimi, Hajmohammadi and Khajeheian,
2020). The M&S is doing this. The firm is consistently focusing on the values and expectations
of the customers. This organization has created their brand LOGO in order to look unique in the
market. Along with this, the firm is efficient in providing uniqueness to their customers in terms
of providing services. There are different context of brand and those are, context is based on
targeting the accurate audience and preparing the public in order to invest in the product The
brand context refers to creating the buzz in the mind of the consumers. It involves the feedback
of the consumers. This can be done by implementing an efficient market strategy and creating
the values of brand in different ways. It can be done through these ways:
Exploration in online branding:
This is the most effective way of exploring the branding and adding innovation in that. It
helps in enabling the organizations in interacting with the large number of the customers. The
M&S has adopted the form of online branding in order to create effective brand value in the eyes
of the customers. Along with this, it helps in interacting with the customers from the world-wide.
Here are the examples of online branding adopted by the firm are such as Amazon and Google.
These are the websites that are used by the firm in order to increase their brand value at the
online platform.
The online branding has been considered as one of the effective way of branding and that
is because it gives an assurance of brand loyalty. This helps in recognizing the product of the
company. Any customer who wants to buy the product of M&S can easily recognize the product
on the websites. (Van Assche and et.al., 2020). These websites create an interaction between the
customers and the company. The online branding of the product provides an immense effective
experience to the customers. Social media plays an important role in adding more glory in the
brand of the company. The main aim of using social media in order to explore the brand is that, it

helps in creating the brand awareness. By adopting the social media platform. The M&S
company is building the high network of followers. Here are the steps through which branding
can be applied on websites & social media:
Observe and interact with the audience- This is the first step that has been taken in account by
the M&s. They first observe that, which websites or social sites has been used by most of the
customers. Because, providing add on that sites which are less usable by the customers is
completely worthless. This is the first step in terms of knowing the interest of the customers. And
then making a page in those sites is the second step has been done by the company.
Behind the scenes- This is the step that add innovations in the making of brand value. This
includes the videos and pictures related to the company. Along with this, it also involves posting
the feedback of the previous customers. (Hupp, 2019). This enables the different people to get
attracted towards the brand name of the company. Social media has large number of power in
order to influence the larger audience.
Sharing the information- It involves sharing the information regarding the price and range of
the product. The M&S company has uploaded various number of products in different sizes and
colours. Along with their prices. This helps in the proper understanding of the products in the
mind of the customers. Apart from this, the company also shares the information regarding their
upcoming new products.
Sharing quality content- Customers have a keen focus on the content shared by the companies.
Therefore, the firms has to put valuable and quality content on their feedback so the customers
have respect towards them. For example: M&S company uploads the content related to the
solving problems of their customers. And along with this, the company shows high concern
towards their customers by wishing them on every special occasion through this social sites and
websites. (Ruiz-Real, Uribe-Toril and Gázquez-Abad, 2020). This crates a familiar sense in the
eyes of the customers towards the company.
Online branding is the effective tool in terms of creating the brand image. This mainly involves
attracting the faith and belief of the customers towards the organization. And this is the only
main thing that is needed to be done by the companies in order to create their brand image. M&S
has been proven efficient enough in doing this.
Understanding the branding in economic and social context

The brand in concerned with the business and marketing concepts and it helps public in
identifying a particular product or company. By doing this, the branding helps in emerging the
process of growth & adaption in the economy. This is one of the crucial component of the
economy. A good concept of branding that has been adopted by the company leaves a long-
lasting impacts in the eyes of the customers. As a result the customers produces more demand for
the products of the company. The company will produce more products and sell it to the market.
An economy with efficient demand and supply concept generates effective cash flow in the
market. The companies earn large profit and this leads to increase in the GDP of the economy as
a result, various opportunities has been opened up in the economy such as, increasing the rate of
employment. The M&S firm has an effective brand image in the market. (Altobelli and Sander,
2018). Therefore, the firm is efficient enough in creating the larger opportunities of employment
for the public and along with this, the company is contributing towards the economic stability of
the nation.
In terms of emerging social markets, branding is playing an important role. An effective
branding process establishes the good communication between the people. The brand value of
the company provides an impact to the behaviour of the consumers. For example, companies
with good brand value boost up the values of the customers by taking the faith of the consumer
in their favour. It creates an urge in the mind of the consumer in term of seeking more
information regarding the product. The branding on social media impacts the taste of the
customers. (Dumont and Ots, 2020). The M&S company has an effective branding strategy for
social media and therefore, they are influencing the choices of large number of people. Thus,
branding helps in adding more effectiveness in the taste and choices of the customers.
The branding plays equally important role in the social & economical aspects. An effective
branding can opens up the various opportunities for the public. Along with this, it helps in
shaping the personal taste of the individual by influencing their behaviour. Therefore, the
companies focuses on the concept of branding. And ensures that, their brand value never goes
down.
Analysing two steps of re-branding process
Re-branding is done in order to change the image of the organization in the eyes of the
customers. This process adds more innovations in the brand value of the company. Here are the
two re-branding procedures that helps in increasing the online presence of the M&S:

Developing the brand identity- This is the main process under the concept of re-branding. This
involves adding more innovation or changes in the logo of the company. This includes adding
new design, colours and alphabets in the existing logo of the company. (Marques and et.al.,
2020). The logo helps in identifying the brand especially on online platforms. By seeing a logo,
the customers can recognize the company. Therefore, it plays an important part in redesigning
the brand value of the company. For example: M&S has added various variations in their brand
LOGO from the past years. This has been done by the company in order to show their
uniqueness in front of the customers.
Launching re-branding strategy with the effective marketing strategy- Now, once the
redesigning of the brand has been decided. The next step is to focus on those strategies through
which re-branding can be introduced in front of the customers. It includes various elements such
as:
 The company has to make sure that their websites is reflecting their new brands or not.
This is the prior step after setting new design, the company has to show its on their
official website.
 After showing it on official websites, the next step is to introduce the new LOGO on the
social sites. For example: M&S uses different social sites in order to make customer
aware abut the re-branding. They upload it on their official accounts.
 Providing add on television regarding the changing of LOGO has also been adopted by
the M&S. The firm has approached various influencers in order to post about their
changing brand concept.
The branding plays the vital role in terms of increasing the online presence of the firm.
Currently. (Zhao, Calantone and Voorhees, 2018). People prefer to go with the online trend for
shopping. The brand image of the company attracts the favour of the customers on online
platform towards them. Branding strategy increases the online presence of the customers towards
the products & services of the firm. An effective brand enables the consumers to make
transaction with the firm again and again. For example: M&S has an effective brand value in the
eyes of customer. Along with this, the firm has its official account on various social sites and
have its own websites. All these strategies of the firm increasing their online transaction with
their customers and increasing the online presence of the firm.

TASK2
2.1 overview of the company
Mark&Spencer is a company related to clothing, food business. Mark and Spencer core
value is quality, value, innovation, and loyalty for their customer. The brand mission is to make
quality product for their clients and company mission is to standardize their product with other
company. Company target market are the scored an Ethical Consumer Best rating in a number of
environment people who are under the age of 35 to 55 year. Company designs the product
basically simple and elegant like plain shirts, jeans etc.
Source: (Marks & Spencer relaunches website with content focus,2014).
main purpose of the rebranding is the process of changing and operating the company policies
and the product they have and to change in their image in front of their customers by doing
market strategy of giving the new symbol and change in design of the product and logo of the
company that already established.
The idea of the rebranding is to create the identity of the company in the customer to achieve
and to compete in the market from their competitors. Rebranding is important in every type of

industry because it gives the company a new strategy and new image to start their organization
with a new identity in front of their customers. In rebranding it might be possible company lose
few customers but for mark and Spencer it is not possible because company can rebrand their
image in front of their customer with more design and new products.
2.2 Swot analysis
Strength:- prominent strength of the company is well experienced from past 139 years. It is the
leading company which is doing retail, and it is a recognized brand with their quality of products
and customer loyalty. It is a multinational company that not only have their online presence in
the market, but they also have a physical stores in many countries. They have the various variety
of products which they provide to their customers. Company started food business from the past
40 years, and it is one of the famous designer brands with large number of designer in a one roof.
It is a most strong part of the company (Marques, and et.al, 2020).
Weakness:- weakness of the mark and Spencer company is their declining sales because of the
crisis and in some stores of the company their sales is declining, and they also have a bad supply
chain system. Their reason for declining the sales in those stores are non availability of the
products and new innovation in the products. Perception of people for the brand is they don't
offer their products to the younger and kids. They only produce product for the old people.
Company has high cost due to manual processes. Major weakness in the company is they
heavily rely on the manual operations and it cost company high that's why their price of the
product is also high. Many existing organization adopted the technology for their betterment and
less cost but the company still working on the manual basis that affect their brand.
Opportunity:- mark and Spencer has global expansion of their multinational brand. Company
opened their physical as well as online stores in many countries and now company is trying to
expand in those countries also by playing active role by increasing more branches in those
countries where they want to expand. Market segmentation company process in the dividing of
their market segmentation into different customer market and groups on their preferences.
Company follows the same principles and policy. Company customer segmentation policy is
according to their branding of the products and the customer preferences.
Threat:- mark and Spencer company main threat is the high competition in the market across the
globe now a days the market is very competitive. Main competitor of the mark and Spencer are
the so many companies who deal with a clothing and food products also. If company does not

change their strategy therefore it would fade away gradually because of the high competition in
the market. Company scale of the global market position is moving downwards that's why
company need to improve and rebranding their product line.
2.3 Analyse the proposition its strength and potential challenges.
Mark and Spencer is a very strong company that has a good reputation, and they also provide
good quality product. Therefore, company need to identify the and rebranding their product line.
Company uses social media to engage its customer and make products according to their targeted
customer preference. Company relaunched their website and built the new site according to their
customer feedback from previous site and improved it with more research about the innovative
idea of it (Joseph, Gupta, Wang, and Schoefer, 2021).
Company facing issue and challenges like, company does not appeal to any generation many
people complaining about the brand that they sale boring products. M&S need to invest more in
their stores and website and company is iconic but not immune that is the company totally
depended on the IT sector and trusted on the KPMG for their information technology.
3.1Typography, colours, and imagery.
The evolution of the Marks & Spencer branding strategy
Company committed to their mission to make every moment and product of the company and
for people special. Like another brand company also evolved and need to fulfil their customer
expectations. The company also evolve in their business logo as seen in the above image. Brand
have to change their logo and branding style according to their audience preferences. The latest
logo of the company6 determine the idea of heart of the mark and Spencer and their core value.
Latest campaign of the company indicates the emerged as a replacement and slogan of the
company that company focus on the customer and their needs and planet in general (Choudhary,
and Piparo,2020).

Source: (fabrik brand,2021).
3.2 Applications for the brand and their format
The idea of the rebranding is to create the identity of the company in the customer to achieve
and to compete in the market from their competitors. Rebranding is important in every type of
industry because it gives the company a new strategy and new image to start their organization
with a new identity in front of their customers. In rebranding it might be possible company lose
few customers but for mark and Spencer it is not possible because company can rebrand their
image in front of their customer with more design and new products.
3.3 parameters for style and branding, identifying media, context, and format.
Company radical rebrand plan to cut of the cost, and it's revitalize the company revealed.
Company solidified their position in the market as a street high quality products. And become the
pre tax profit firm. Now a days people are vocal for their choices and preferences . The culture
has rapidly change and it company is a very well known brand of the UK (Bent-Goodley, 2017).

Company changing it way for shopping for their customer and consistently focus on their values.
The company has survived a lot of difficulties like, PR problems etc. in tradition times and also
in the current market trends and in rebranding their product line system of the company.
Company identity and the way of presence has changes drastically because of the changing
trends in the market. Fashion and food are the main product line of the mark and Spencer
company that build the company achievement and maintain their presence in the market.
Company focused on their label business and food, clothing and try to expand more in the home
appliances products.
3.4 brand’s values and proposition
Difficulty of the market trading environment company respond to the introduction of the new sub
brands in their clothing product line . The food that they launch company flow a new product and
focused on applying more energy in the more retailing products for their customers.
Achievements by applying the new products developments in the industry company ability t
meet the brand to new broad customer base and their core brand value to extend their services
and values for the innovation in a new products and customers base. Mark and Spencer is
working on their ethical changes. Company should more focus on their presence of the product
and their customer preferences of their products' for the more betterment of their company. In
terms of environment company has a good rating that they do not need to change most (Walters,
and Wadsworth, 2020).
CONCLUSION
From the above report it has been concluded that, branding plays an important role in increasing
the value of the organization and its product in the eyes of the customers. The branding is just
not limited to creating a logo. It is a bigger concept. It involves understanding the values of the
customers. Branding also affects the economic & social aspects. Along with this, the report also
describes the effectiveness of re-branding. Re-branding helps in adding the more effectiveness in
the brand. It further helps in increasing the online presence of the firm. The report also highlights
the re-branding process of M&S. The company has proven much efficient in creating their brand