Global Brand Management Report: Strategies for Marks & Spencer

This report provides a comprehensive analysis of global brand management, focusing on Marks & Spencer (M&S) as a case study. It begins with an introduction to global branding and the advantages it offers, followed by an in-depth examination of M&S. The main body of the report explores brand inventory, including global branding strategies (solo, hallmark, family, extension, brand hierarchy, and brand relationship), brand positioning, and brand elements. The report then delves into brand exploratory analysis through the consumer-based brand equity model, comparing strategies in the UK and India. Finally, the report concludes with recommendations for long-term global brand development and opportunities for M&S. The report highlights how M&S utilizes different branding strategies in the UK and India, emphasizing the importance of a consistent global brand image while adapting to local market demands.

Global Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................2
TASK 1............................................................................................................................................2
Explain brand inventory through global branding strategy, brand positioning and brand
elements.......................................................................................................................................2
Explain brand exploratory through consumer based brand equity model. .................................6
Recommendations related to development of global brand for long term and various
opportunities for selected brand. ................................................................................................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Main aim of this report is to understand the concept of global brand in a better way.
When multinational organisation operates its business in different countries they have a choice of
selling goods and services under different brands name and they can also use same brand name
and marketing approach in every market. Global brand is brand which is recognised throughout
the world and the organisation use same marketing strategy for supporting their brand and for its
development (Aytaç, 2021). The best advantage of a global brand to an organisation is that they
can gain from marketing economic of scale. A successful global brand is focus on presenting a
unique, meaningful and enduring image of company and its products to its target market which is
adapted to local demands. A global brand is use same marketing strategies in all countries such
as the same celebrity, words and image is used worldwide for advertisement. Now a days with
the increase in online media and use of internet its very easy for an organisation to create a
global image of their company. Brand image of an organisation provide highest assets value to
an organisation.
For this report Marks & Spencer company brand is taking into consideration. It is an major
British multinational retailer company founded by Michael Marks and Thomas Spencer in 1884.
Its headquarter is in London. England, United Kingdom. It has around 1500 numbers of locations
and almost 78000 number of workers are working with it. This company is specialises in selling
clothing, home products and food products under its own label. The founders of this company
was born in Slonim. Marks and Spencer made its reputation in the early 20th century by adopting
a policy of only selling British-made goods. Selected brand build on core value of quality,
values, service, innovation and trust (Marks and Spencer p.l.c. - Company Profile, Information,
Business Description, History, Background Information on Marks and Spencer p.l.c. 2021).
It was analysis that the calculated brand finance of the brand value of M&S brand 15 times
between 2007 and 2021. Marks & Spencer brand valuation has featured in 32 brand ranking,
including the strongest and most valuable retail brands, the biggest UK brand and bet global
brands (Marks & Spencer brand profile, 2021). Its brand mission is to make aspirational quality
accessible to everyone with the help of depth and range of its products. While its brand vision is
to provide a standard against which its available competitors may be measured with the help of
customers experience and care for the environment, society, employees. Other than this the
performance of selected brand in going to higher level day by day. It build a formidable business
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which is trading across more than 30 countries and almost 300 stores are only available in U.K.
While company also win sandwich retailer award in the year of 2003. its performance of brand is
increase at a rapid rate because of its innovative and new fashion trends. Which provide higher
values to customers and to organisation also. This report includes the critical analysis on brand
inventory which includes global branding strategies, brand positioning and brand elements.
Other than this it includes brand exploratory through consumer-based brand equity modal and a
comparison of brand exploratory between two countries. This report includes an appropriate
recommendations related to globally relevant managerial development which helps an
organisation in developing the brand for long term and various opportunities for selected brand
(Aytaç, 2021).
MAIN BODY
TASK 1
Explain brand inventory through global branding strategy, brand positioning and brand elements.
Brand refers to an identifying symbol, mark, logo, name and a word which is used by an
organisation to differentiate its products and services from others (Aytaç, 2021). A combination
of one and more elements create a brand identity. An organisation can legally protect its brand
name which is known as trademark. Brand helps customers to easily identify company products
and differentiate that product form other available options. Brand helps an organisation in easily
promoting its products and services in market. It is an intangible assets which have its own value.
This value increase the overall monetary and non-monetary value. Brand of a product and
service provide identity to it which will helps an organisation in gaining trust of its customers
which will also increase loyalty of customers towards company. While brand inventory refer to
simply gathering everything which helps an organisation in supporting marking of its products
and services. Brand inventory helps an organisation in analysing that what company have, what
they require to do work and what needs to be create. In context of selected firm main purpose of
brand inventory is to provide a current and comprehensive profile related to how selected
company products which are sold to customers are branded and marketed. The information
related to brand inventory needs to be accurate, comprehensive and timely summarised in both
visual and verbal forms. It helps selected firm in analysing the current perceptions of consumers.
Their are various elements of brand inventory which are included in it these are creative assets
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which includes the fronts, colour, logos, symbols, words and so on. Other than this it includes
website of company, landing pages and creatives assets for campaigns, email templates and
signatures, business cards, presentations for sales, internal and external swag and so on. Brand
inventory is just a part of brand equity which helps a brand in examine the available source of
brand equity. It provide a profile of current marketing and branding efforts of selected
organisation products. The selected company conducting brand inventory which consist profiling
of all elements and compiling it into one comprehensive document. In context of selected brand
its origin is in UK and its also present in India. The critical analysis of global brand strategy,
brand positioning and brand elements in context of selected brand are discuss below (Bodet and
Séguin, 2020).
Global brand strategy- Global brand means a brand that is marketed under the same
name in multiple countries with similar and centrally coordinated marketing strategies. Main
objective of global brand is to create and maintain a consistent identity with its consumers all
over the world. Creating a global brand image is not an easy task an organisation face various
issues in creating global brand image. This will helps an organisation to attract more and more
customers in different countries and enhance their profitability and market shares. Their are
various global branding strategies are available which helps selected firm to successfully create a
global brand image. Various global branding strategies are discusses below:
 Solo Branding- It refers to an branding strategy under which each product that a parent
company sells to its customers have its own brand name. This strategy of branding is
beneficial for targeting specific market segments and consumers group. This type of
strategy helps an organisation to sell its product under different brands. This type of
strategy is very useful for organisation because the brand image of one product will not
influence the growth of another brand product. The main motive of this strategy to create
a unique brand image of product in market and achieve higher values (Calantone and
Nguyen, 2018).
 Hallmark Branding- It refers to an global branding strategy in which an organisation
tags only one brand, which is generally the corporate brand of company used for all of its
products and a company adopting this type of strategy is does not use any other type of
sub-brand. This type of branding strategy main objective is to keep their branding simple
for its customers to easily rememberer and makes company to keep its all focus on one
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brand name. This type of strategy of branding helps customers in analysing the various
range of products produce by company. Generally company use same brand for their new
products is because the good image of brand helps company in easily promoting and
developing their other products under same brand name. This is because customers have
a mentality that all products available in market under same brand image are good. This
will helps company is enhancing their sales of products.
 Family or Umbrella Branding- It refers to an branding strategy which focus on the
parent company brand name and every product that company sells are under that brand
name no matter what product is it. It is also known as corporate brand name. Its main
focus on consumers associate one of the company business units because of its quality
and reputation of all-encompassing brand (Eckerbom, Andersson and Allard, 2020).
 Extension Branding- It refers to a global branding strategy in which a company use its
pre-existing established brand for developing new product categories under the same
brand name. An organisation use this type of branding strategy because of its already
established good brand image and strong reputation. This type of branding strategy helps
an organisation in easily introduction of new product as customers can measure product
quality from its old brand image.
 Brand hierarchy strategy- It means effectively summarizing the brand strategy by
displaying the number and nature of common and distinctive brands elements across the
firm products revealing the explicit ordering of brand elements. In context of selected
brand they will use corporate brand equity in order to create brand reorganisation.
 Brand relationship strategy- It was analysis that in an organisation with multiple
products, brands or sub brands, their relationship to each other need to be carefully
considered because they will impact on each other brand association and brand equity. In
context of selected company, they will use master brand strategy according to which
company brand is the focus & is indivisible from the sub-brands.
Brand role of M&S in the UK and India- In context of selected company brand, it will play an
essential role in developing a good relation. Such as Marks & Spencer will launch its first local
advertisement campaign for its Indian market to build strong relation with the country shoppers.
It was analysis that the brand will help in developing a partnership between UK and Indian team,
both agency and in-house.
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From the above discussion it is analysis that they will includes a range of matrix having
quality, values and satisfaction. All products and services are sold in under the same brand name
that is Marks and Spencer. In context of selected firm it use this marketing strategy at the time of
operating its business in India. Their company sells its products and services under a single brand
name. While in United Kingdom they adopt a family brand strategy and provides its product and
services under different brands. Various brands name of Marks and Spencer are Per Una,
Autograph, Goodmove, Rosie, Blue Harbour, M & S Collection, Boutique, Jaeger, Marks &
Spencer Energy. Both the selected brand strategies helps company in creating a worldwide image
of their brand (Espinosa and et. al. 2018).
Brand positioning- According to Kotler, brand positioning refers to an act of designing
the company offerings and image are try to occupy a different place in the mind of target
customers. In other words brand positioning helps an organisation in describing the difference
between the brand from competitors and create a unique and good image in the mind of
customers. Brand positioning play an essential role in any organisation as it shape customers
preferences and perception. The brand positioning strategy is directly related to the loyalty of
customers, consumers based brand equity, willingness to purchase the brand. Effective brand
positioning create a favourable, different and long term image in mind of customers. An
organisation can successfully positioning its brand by following three important steps. First one
is critically analysis the needs of customers their brand capability and understand competitors
brand strategy. After that second step is choose positioning statement which w3ill resonate with
its customers company capability, and different from customers. While the last step of creating a
effective brand positioning is to effectively understand the remaining challenges which is reflect
from brand positioning. This will includes the brand personality, packaging design, product,
services, and communication and so on. In context of selected brand, its company reputation will
create a different positioning of brand as compare to its customers. Their loyalty schemes will
encourage customers to remember their brand name for a long period of time. While India is the
second largest market of Marks and Spencer. For their brand positioning they defines a statement
that they are stand for style, quality and innovation (Fang and Wang, 2018).
Process of brand positioning-
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Define the target segment- In context of M&S in UK their target market are kids, men and
women with age group of 35-55 years. They are target the high income level people, on the other
hand in India they will target the middle and high income level of people.
Find differentiation point- This step will describe that company need to differentiate its products
form competitors. In UK they will differentiate their products in terms of quality while in India
they will adopt competitive pricing strategy and differentiate their product by providing good
quality products at reasonable price.
Provide the proof- This step will define why customers will believe their brand. Selected brand
will show a strong cash position in market and also they will score an ethical consumer best
rating in a number of environmental policy such as wood sourcing etc.
Craft the positioning statement- It was analysis that Marks & Spencer will use a same
positioning statement for their customers in UK and India. That is M&S brand is built on core
values of quality, value, service, innovation and trust.
Create positioning- It was analysis that company will use the slogan that is “The family store”
aand promote their brand with the help of posters, and other promotional tool which will help
them in effectively positioning their brand in the mind of both UK and Indian customers.
Brand elements- Brand of an organisation is the sum total of all the visual and non-
visual, tangible and non-tangible elements which derive the perception of their customers. It will
includes various elements which are discuss below:
 Visual identity: This element of brand includes the recognisable and communicable
brand outlook such as the name, logo, colour, slogan, typography, and graphics and so
on. In context of Marks and Spencer, there is difference in the product description in UK
and India as because of language difference.
 Brand Associations: It refers to an element of brand which state that there are the
associations which come in the mind of customers when they think about the brand. It
will be the advertisement, brand ambassadors, brand's offering features, lifestyle,
emotions and so on. In context of selected company, their customers will easily get the
Holly Willoughby become M&S ambassador. This will help them to promote their brand
image. In India Shahid Kapoor & Vanni Kapoor are the brand ambassador.
 Brand Purpose: It refers to an brand element which represent that what company is
stands for and what is its social obligations towards the consumer, environment and
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society (Fetscherin and et. al. 2019). In context of M&S, their brand purpose is to create
core value of quality, value, service, innovation and trust which is same for both the
countries.
 Brand Promise: It refers to a brand elements which defines the values of customers
which they expect from company product when they intact with the brand and purchase
offerings of that brand. In context of selected company, they will promise a high quality
products at reasonable price to their Indian customers. On the other hand they will
promise more values and a premium price luxury product to their UK customers.
 Brand Identity: It refers to a set of various branding activity which an organisation is
used in order to perceive a way to target audience. In context of selected company, their
focus on luxury and they create a vision for their brand, they will concentrate on bringing
quality. In India Marks & Spencer will launch its first ever local advertisement campaign
for developing a good relation with its Indian customers (Golob and Podnar, 2019).
 Brand Voice: This elements of brand is means the uniformity in the selection of words,
attitude, and values of the brand used by an organisation before addressing its target
audience. In relevance of M&S, they have a strong brand voice and they will attract more
and more customers through the campaign and strong brand value. Their voice is
consider as same as in both the countries.
 Brand image: This element of brand includes the set of values, belief, ideas, impression
and so on which is hold by a customer regarding to the brand. As per selected company,
they have a positive brand image because of its high quality and premium price. It was
analysis that selected brand will create a positive brand image in both the countries.
 Brand Experience: This element of brand defines the experience use for build a good
and all rounded relationship between the brand and its customers. In context of M&S,
their customers will get a good experience as because it’s provide will assist them to
develop a good personality. It was analysis that brand will provide an effective and
motivate experience to their customers in both the country.
 Brand Equity: It refers to the sum total of assets and liability which is attach with the
name and symbol of brand which helps in creating a relationship of customers with
brand.
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 Brand Architecture: This element of brand is an organised structure of portfolio of
company including the brand, sub-brands and other offerings (Hook, Baxter and
Kulczynski, 2018). In context of selected company, they will sell various range of
products in cloths, food etc. under their own and different brand name. In UK company
will use different brand products such as Hobbs, Sloggi etc. while in India they only use
the corporate brand.
In context of selected global brand, its brands elements was its quality, values, services,
innovation and trust which differentiate its products and services from other retailers company in
UK and it use the same elements on India.
Explain brand exploratory through consumer based brand equity model.
Brand exploratory refers to an research activity which is conducted by an organisation in
understanding that what their customers are think and feels about the brand and its corresponding
products categories which helps in identifying the brand equity (Hussein and Hassan, 2018).
Various activities are used by an organisation for brand exploratory. For this prior research
studies are relevant. Brand exploratory is also useful in interview company personnel so that they
can gain better understanding of their beliefs related to perception of customers. In context of
selected firm, it is useful in analysing the internal misconceptions. It will helps selected brand in
generating new ideas. Brand exploratory helps selected firm in understanding that how
customers will use products and what they think about the other brand available in market. The
brand exploratory provide a qualitative research technique to organisation which includes word
association, projective techniques, visualization, brand personification, laddering and so on. In
context of selected global brand, customers based brand equity is discuss below:
Customers based brand equity- It refers to an model which is built on the concept of
building a strong brand (Mandler, 2019). Its very important for an organisation to understand
about what their customers are think and feel related to their products. When a customer have a
positive experience includes its thoughts, opinions, feelings and perceptions related to product of
company than that was a signals positive brand equity. It will show the power of customers
attitudes towards any particular brand and it will lead a brand to its success and failure. The
customers based brand equity is developed on various important elements which are value,
performance, trust, social image and commitment. In context of selected brand, its very
important for an organisation to understand that these points are very necessary to keep in mind
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of customers. An organisation needs to formulate effective strategies so that they can
permanently build these elements in mind of customers. This model is given by Kevin Lane
Keller, a professor of marketing which published this model in the book of strategic brand
management. This model is based on a pyramid that explain various ways which develop a
strong brand equity by effectively understanding their customers and effectively design their
strategies based on their customers. In context of selected firm, a strong relation between its
brand a customers enhance positive brand equity for company. The brand equity pyramid is
divided into four important parts which are discuss below:
 Brand identity- It refer to the first stage of brand equity pyramid where an organisation
needs to create its brand awareness in market or between its customers. In this stage the
customers do not identify company brand and cannot differentiate their brand from other
available brands. So company needs to tell its customers about the brand so that they can
create a strong identity. This is the most important step of this pyramid as it provide a
base to all other steps (Merrilees and et. al. 2018).
 Brand meaning- After the success of first step or successfully attaining the attention of
customers in market next step is brand meaning. In this step an organisation needs to
provide more information about their products to its customers. In this stage of customers
based brand equity model customers wants to know more about the brand such as the
benefits of that product, uses of that products, how it can solve a problem, how to use that
product and so on. The brand meaning is divided into two parts which are brand
performance and brand imagery. Brand performance in an important concept of brand
which can make and break a brand. Many luxurious brand will develop a great brand
equity because of their extraordinary performance. While brand imagery refer to the
image that will be create by the perception of customers about the brand (Naidoo and
Abratt, 2018).
 Brand response- The third step state that customers of an organisation have many
expectations from a brand and when an organisation is successfully meet these
expectation then their customers feels happy. When the expectation of customers is goes
beyond then they start spreading the words in market. Which helps an organisation in
creating a good brand image.
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 Brand resonance- This is the final and the most important stage of customers based
brand equity. At this stage the brand build a strong relationship with its customers. At this
stage customers are highly engaged with the brand and they are ready to participate in
any event or online activity related to brand. At this stage their customers are ready to
give recommendation regarding that brand to their friends and relatives. At this stage the
customers are highly loyal to the brand and they are not ready to take some product other
than that brand (Naidoo and Abratt, 2018).
Elements UK India
Brand identity In context of Marks and
Spencer the brand awareness is
already created in UK and
their customers are easily
identify their products.
In context of selected brand, it
sales its product in India bit
they need to create more brand
awareness so that they can
effectively build a strong
identity (Charlotte McEleny,
2019).
Brand meaning In context of selected brand,
their customers are aware
about their products and its
uses so they do not invest their
time on this step (Razak and
et. al. 2020).
While at the time of operating
its business in India this brand
is new for customers and
company needs to invest more
time to provide more
information about their
product to its customers.
Brand response The customers of UK are
highly satisfied with the
selected brand and the brand
will be able in creating the
delight in mind of customers.
While creating a strong brand
in India company require to
meet customers expectations
so that they feel happy and
positive about brand (Reis and
Soares, 2021).
Brand resonance In UK customers are highly
loyal towards company
While in case of India peoples
it is analysis that they think
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product and their brand & they
do not switch brand in any
case and spread a positive
word of mouth.
that Marks & Spencer products
are for high level income.
It was analysis that in UK Marks & Spencer will focus on the target customers of having
high income level but in India they will target both high and middle level people s because in
India the numbers of customers in middle income level is more. On the other hand selected brand
will launch its first ever domestic advertisement in India.
Recommendations related to development of global brand for long term and various
opportunities for selected brand.
For a successful organisation, it is very important for Marks & Spencer that they need to perform
brand audit with the help of brand exploratory sections. A company need to perform activities
which helps them to get a successful and sustainable business. For that purpose, they should
takes some suggestions which are mentioned below:
 It is very important for an organisation that they should perform a brand audit so that they
can know their position in the market. A company can build their image in the market in
the form of brand which assist customers to identify their products. But it is not one time
process. For maintaining their position in the market, they should perform brand
exploration which refers to the audit on the regular basis that gives an idea to the
company that where they stand in the market. It is the continuous process that should be
adopted by companies they can formulate some important strategies accordingly. It is
very helpful for organisation that they identifying their new targets where their brand is
unknown by customers (Schmidt and Redler, 2018).
 It is recommended to Marks & Spencer that they need to determine and understand their
target market so that they can provide goods and services as per their demands. Providing
satisfaction to potential customers is the ultimate goal of every organisation that can be
easily understand with the help of understanding their target market. It also assists them
to reduce the uncertainties or risk that can be occurred due to the dynamic nature of
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environment. For that purpose they need to formulate strategies which helps their brand
hat run for long term period (Srivastava, 2019).
 With the help of brand enhancement they can attract their potential customers' desires. It
can be more effectively done with the help of setting their effective brand mission which
gives a great impact on the sentiments of customers. Their statement should be very clear
and unique which should not be hurt the sentiments of any person. It is identified that
statement should not be related to any religious as it can be create conflicts (Tsai and et.
al. 2020).
 Their brand logo should be identifiable so that every person can easily recognise the
name of company. Their logo is the best way to give a best impression on the customers.
They should make their logo with some important meanings which gives a purpose to
purchase their goods and services (Yatsentyuk, 2020).
 With the help of brand inventory they are able to reduce the cost of brand audit as it is
much similar to brand exploration and less expensive. It provides the current profile of
marketing of their brand which gives the idea of an organisation that how they are well
performed in the market. It is just a piece of brand audit. So for analysing the current
position of brand in the market they have to choose brand inventory as it is less complex.
 It is very necessary for organisation that they should put some emotions in their brand
message so that they can successfully touch with the sentiments of an individual (Zarei,
Feiz and Akbarzadeh, 2018).
 In context of selected company, it is recommended that they will require focus on
investing more on campaigns in India which will assist them to better positioning their
brand image in the mind of their customers.
CONCLUSION
From above discussion on this report it is analysed that brand image of an organisation
play an essential role in any organisation. While an organisation operating its business in various
countries have a global brand image. An organisation face various difficulties in the management
of global brand. From this report it is analysis that a proper brand inventory helps an organisation
in providing various necessary information which will be create for supporting marketing of
company products and services. It includes various global brand strategy such as solo brand
strategy, hallmark and family brand strategy & extension brand strategy. All these branding
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strategies helps an organisation in creating a effective global brand image in the market. Other
then this brand positioning play an essential role in creating a unique and valuable image of
brand in the mind of customers. For success of any brand its very important that they effectively
analysis the needs of their customers and competitors brand positioning strategy and after that
they adopt brand positioning strategy. Brand elements includes various factors such as brand
image, equity, purpose, experience, identity personality, promise and so on. Which helps
customers in easily identification and differentiation of company brand products to other. While
brand exploratory includes the research which is conducted by an organisation for understand its
customers perception related to their brand and what they think about the other brands available
in market.
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Online
Marks and Spencer p.l.c. - Company Profile, Information, Business Description, History,
Background Information on Marks and Spencer p.l.c. 2021. [Online] Available through
<https://www.referenceforbusiness.com/history2/68/Marks-and-Spencer-p-l-c.html>
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https://brandirectory.com/brands/marks-and-spencer/>
(Charlotte McEleny, 2019. [Online] Available through
<https://www.thedrum.com/news/2019/02/12/marks-spencer-takes-rethink-campaign-
india-inspire-fashion-forward-shoppers>
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