Brand Management Report: Analyzing Marks and Spencer's Strategies

This report delves into the brand management strategies of Marks and Spencer (M&S), examining the significance of branding for the company, how brand equity is developed, and recommendations for extending, reinforcing, and revitalizing the M&S brand. The report explores brand portfolio management, comparing different models such as the house of brand, branded house, and hybrid approaches. It also investigates brand leverage, the strengths and weaknesses of the M&S brand, and options for collaboration and partnerships to foster growth. Furthermore, the report analyzes brand value and consumer attitudes towards M&S. The report concludes with an overview of brand management concepts and their application to the M&S case, offering insights into strategies for maintaining and enhancing brand value.