Strategic Brand Management: M&S Brand Analysis, Extension & Growth

This report provides a comprehensive analysis of brand management strategies, focusing on the case of Marks and Spencer (M&S). It examines the importance of branding for organizations, methods for developing and growing brand equity using the CBBE model, and offers suggestions for extending, reinforcing, and revitalizing the M&S brand. The report identifies different brand architecture models, such as House of Brand, Branded House, and Hybrid models, with examples like Unilever, Google, and Coca-Cola, respectively. It also evaluates the strengths and weaknesses of the M&S brand, explores options for collaboration and partnership to foster local and international growth, and discusses key brand metrics like brand value, brand awareness, consumer attitudes, and purchasing intent. The report concludes by highlighting the significance of consistent brand messaging, market research, and strategic implementation for maintaining a strong brand image and customer loyalty.

BRAND-MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Importance of branding in organisation.................................................................................1
B. How do organisation develop and grow brand equity. ..........................................................2
C. provide suggestions of how M&S brand can be extended, reinforce and revitalised............3
TASK 2 ...........................................................................................................................................4
1. Identify an organisation that follows of the models with an analysis of difference between
the models...................................................................................................................................4
TASK 3............................................................................................................................................5
1.Explain the meaning of brand leverage ?.................................................................................5
2. Evaluate the strengths and weakness of the M&S brand........................................................5
3. Evaluate some options for collaboration and partnership to help grow the M&S brand local
and international..........................................................................................................................6
TASK 4 ...........................................................................................................................................7
1. Brand value ............................................................................................................................7
2. Brand awareness.....................................................................................................................7
3. Consumer attitudes..................................................................................................................8
4. Purchasing intent:....................................................................................................................8
CONCLUSION...............................................................................................................................8
REFERENCE ................................................................................................................................10

INTRODUCTION
Brand management is the process of elements that helps in determining the value of
brand in the market. A company invests a lot of money just to sustain brand value in the market
and to attracts large number of customer. Most of the company have different brand value in the
market. It depends on the customer base to adopt different variety of products associated with
similar company (Abrahams,2016). In this report it shows that importance of branding in
organisation, also how organisation develop and grow brand equity in the market. Further,
various brand strategies and portfolios that are been used by the organisation. Along with this,
the different various techniques that organisation implements for upgrading brand image in the
market. For undertaking this present report organisation selected is M&S. The cited firm belongs
to retail sector and operates globally.
TASK 1
A. Importance of branding in organisation.
Different organisation have different logo, image, and symbol. It helps to develop brand
image. Branding is the process of developing brand image in the mind of people. It helps to
differentiate the products from its competitors. Organisation develops brand image by applying
the pyramid concept that is described below :-
Presence- In this step it makes aware the customer about a brand. The customer might have
used the products and services but are not satisfied with it (Ashworth, and Kavaratzis, 2017).
They do not get attract by brand. It is important for company as well as the customer that aware
of the products and services.
Relevance – Company has to understand that takes the responsibility for customer need and
satisfaction level. A comparison of price, quality, features, etc. is made with other brand. It is
done in order to see which brand is selective for the best value to meet customer need and
satisfaction.
Performance – Company brand name is short- listed with its customer. After this it involves the
specific identification to see its potential need or not by the customer. Brand performance
decides company condition in market with specific products used and customer feedback

Advantage- this stage shows that customer first preference by using a specific brand will be
beneficial for them. consumer is so used too for company products and service. Company have
advantage on them to crates more products and their segments .
Bonding – company brand image capture customer minds to adopt with effective promoting the
brand . Customer is fully satisfied with products and its cost, feature and advantages. Its affects
the customer mind and adopt company products and services (Bieger, and Sonderegger, 2017).
Customer is also influenced by effective image of brand. A strong bond can create a good image
in the market.
Importance of brand image
Create consumer preference- Brand image influence customer taste and preference. It depends
on the company the way consumers deal with these issues is by gravitating towards brands they
know and trust.
Increased revenues and market share – Company strong brand image can increase the
different market share and its revenues. The power of brand can leverage in many ways, such as
new segments of different markets, co branding, new distribution or brand licensing.
Differentiated company image- A brand must be different with others company products and
services. Company have brand image that shows that customer have no alternative option that
adopt any other products and service of competitors.
Attract new distribution- A well known brand that provides customer loyalty helps in finding
new distribution partners in international and national sectors. Most of wants to sell a brand that
consumer ask for and provided a high turnover.
B. How do organisation develop and grow brand equity.
There are many models that are used in developing brand equity. The most conmen
model that is used in this is CBBE model that is descried below:
CBBE (customer based brand equity)- It is also known as the keller's brand equity model.
This is the brand equity pyramid is actually that tells to developing the brand equity by
understanding the customer need or taste and preferences according to changes and
implementation different strategies (Dinnie, 2015). Sometimes customer and brand have

connection, that means that positivity of brand image and it has a better chance to sustain their
customer needs and importance. . There are different levels in CBBE model that is as follows :-
Level 1 Brand identity – Customer have to look up the brand and its awareness. Strong brand
identity effects customer mind. Brand identity makes customer to aware about to company
products (Du Preez, and Bendixen, 2015). There are different strategies for making the brand
identity and the strong customer-based.
Level 2 Brand meaning - Once the customer know about brand , there is a question in their
mind that how effective it will be Different products of company that is used by the customer
and they gives suggestions to other for better brand image.
Level 3 Brand response – Brand response depend on the customer taste and preference. If its
expectation are fulfilled it develops a positive thinking about company products and services. If
customer expectation level is not satisfied it means that it effects on company brand image.
Level 4 Brand resonance – This level is the proceed of customer and the brand products which
is relate with it. It depends on the customer psychological connection with the brand. the
customer takes the properly with effective brand response for company products and services.
C. provide suggestions of how M&S brand can be extended, reinforce and revitalised.
Brand image can be developed in many ways. It depends on brand awareness in
developing its image in the marketplace. Company implements different strategies for provides
quality products to customer. M&S is a retail company in UK. This company have strong brand
image in UK because customer is focused on their products. Instead of following thye
competitors techniques stand stick to company product. M&S is the most loyal to its customer as
it delivers what is promised. This will be successful because of markets research about to relate
product with customer emotions rather than their satisfaction. It is essential that maintain
consistency in brand image as it will communicate a brand message. This will helps to delivering
the brand in serious and dedicated to fulfil customer expectation. this message is same as all
channels and departments of communication.
Reinforcement of brand means that to holding the brand equity within the customer. this
involves that monitoring of products with the help of PLC. It shows that identification of
customer needs. It helps customer to aware about the brand and its benefits. Different market

programs can be used to developing brand reinforcement (.Högström, Gustafsson, and Tronvoll,
2015). Advertising is the most common tool to used by TV, Adds , magazines, social media
advertised that helps to kept customer relates to it . Also one of the best option that company has
to shows with real demo that help of exhibition so customer will attracts on their brand. This
will be created positive impacts on customer mind about M&S. Moreover sponsorship helps to
remain customer minds about their existence of brand in big events. It depend on the market
assumption that take the advantage for the corrective environment for the effective
communication. It means to updates the organisation that will be approaches on the organisation
activity for the replacement for brand image . It take a lot of time and cost that affect they
organisation effectively. Different organisation have to understand the priority for the effective
communication in the organisation. It depend on the market collection that tag on the market
assumption for its effective communication.
Brand revitalise is to increasing the products differentiation from its competitors. This
will helps to people aware about new innovation and new ideas in the organisation. Past planing
for effective strategies can helps to sustain brand by promotion and advertising is needed to
revitalised a brand (Veloutsou, and Guzman, 2017). New products always attracts people to
increases interest towards the brand. Company makes sub brand for effective segmentation. It
depend on the market brand with the effective products are used in the market assumption. It will
takes the organisation activity for understand the priority level in effective ways. It depend on the
market assumption that will appropriates the market segment in the organisation.
TASK 2
1. Identify an organisation that follows of the models with an analysis of difference between the
models
A. House of brand- this model have sub- brands are promoted in different name , logo but
company as same as it. This have different sub segment which developing brand but not
effectively, because of the promoting their sub brands. Many house of brand business consumers
known their sub segments.
Example – Unilever company is has portfolio that ranges from different necessary products. In
this have different segments brands like Lipton, dove, sunsilk, Axe, LUX, PONDS, Surf, birds

eye. They have different position in people life for usefulness but they are connected as sub-
brands of Unilever.
B. Branded house- This model have sub brand but promoted same company in different
segmentation types. The developed strong brand so customer can easily recognises brand name
and its segment. They focused on segments but not changes in brand name because of customer
recognition views.
Example- google is the well know company. Also its name is strong to recognises by customer ,
because of this its segment have already name starts with its name like google drive, google
news, google calender, google account etc (Zhang, 2015). google is listed before the name of the
sub- brand in any branding.
C. Hybrid – This model it is a combination of house of brand and branded house feature. In
this model where the name of company matches its one products segment. This will not that
much expanded in front of their products segment that have company name. This products are
associated with the main company.
Example – Coca-Cola is the company who produced soda water with different segment. Some
products like Coca-Cola ZERO, coca- cola drink. On the other hand sprite and fanta which is
known as their names. In this included same brand but not all the segment mentioned.
TASK 3
1.Explain the meaning of brand leverage ?
Brand leverage means that company used its brand name to entry into new but related
products categories. It communicating different valuable products information to their customer.
Different business operator that they implements brand leverage have to knows about the new
business entrance and risk factors (Abrahams,2016). It depend on the products that have
customer more focused on different business.
Example – If a tea maker is used it brand to make tea maker machine , so tea maker have to
vending machine belonging to different products categories. There are strong strategies brand
leverage that impacts on customer mind of both categories.
2. Evaluate the strengths and weakness of the M&S brand.
STRENGTHS

High recognition of brand – M&S is the well know company in UK and everyone knows that
their quality of products which is past years. The brand value of products to the high street prefer
to go to M&S . high recognition helps to sustain the market expectation for different effective
solution that have M&S is adopted . It is also helps to motive with different tectonics for operates
in the organisation. It also helps to understand the production for implements the organisation
with effective ways .
Variety of products – M&S company have wide variety of product that will changes the
customer Different chooses for the best option. This company have different variety of
vegetable and fruits. Also , relationship with farmer and this company will be very strong over
40 years. In UK people more focus about the curiousness development, they helps to sustain
about their countries company (Ashworth, and Kavaratzis, 2017). It help to understand the used
of variety products can customer have different chose to make the priory to developed the
organisation activity.
WEAKNESS
Bad Publicity as non Trendy store – M&S is focused about the non trendy and out fashioned
products thought . This will be eventuated that different brand have thinks about that M&S
company wear are same as men and women wear this assumption are making business low. It
depend on the customer views that have different prospects to operates the organisation. Activity
in the process management. To overcome this management of M&S has to follows different
strategies to sustain their reputation with the present followers .
Manual working increases cost- Effective business growth have different technology to
increases their productivity. M&S follows old technique with the help of manual works. It is
very costly for M&S company also it is very slow process to operates the business (Bieger, and
Sonderegger, 2017). Adoption different technique make increase more profitability and
productivity in the organisation also it is reliable for the company to operate and less time
consuming strategies.

3. Evaluate some options for collaboration and partnership to help grow the M&S brand local
and international.
This will also called partnership where one branded company is collaborated another and
work together as one brand. With this helps to gain market share and increases number of
customer. Also it attracts lots of both side customer and increase sales. It has benefits that it
reduce market competitors. This type of publicity helps upgrades highest level in the market
place will evaluate the customer will appropriates for the effective. People demand innovating in
products , so this helps in more advanced products that gets the globe. This will helps for the
organisation to continuing the feature for the effective communication in the organisation. Some
times organisations is to be corrected for effective communication in the organisation. Different
partnerships helps to understand the goals for the mergers it have directed the organisation
importance for the activity in the organisation. This will helps ot understand the organisations
effectiveness for corrective interrelationships is to collaborative technique ton improve the
organisation both profitability (Dinnie, 2015). This will helps to creates the selective
information that tags with effective corrective selection. It may have to approaches for the
organisation with its information about the organization correctiveness for its different section. It
helps to reach the audience in the global, the result is that profitability is increase more and more.
Different organisation have different authority to implement the organisation effectiveness. It
depend on the market segment that helps to organisation effectively. This will affects the
organisation effectiveness that creates the different laves on the market place. It depend on the
market segment that helps to understand the market risk .
TASK 4
1. Brand value
Brand value is defined as the predicted value of cash which can be generated to
organisation due to brand name of organisation. M & S must build strong image among its
customers so that its customers can also agree to pay extra for accessing the services of brand
name. The organisation can measure it in terms of customer retention and loyalty as well as with
the analysis of organisation as employer from the perspective of employees. The higher brand
value of M & S will encourage trustworthiness among customers and even with minimum

promotional activity organisation will be able to address huge customer segment. Organisation
can also measure its brand value by analysing the various researches and response of public
when M & S introduces any innovation or involves in events which requires public support.
2. Brand awareness
It is defined as the consciousness and awareness of public towards the characteristics,
promotional logos, images and services of brand. M & S must create brand awareness for
differentiating itself from other competitors and to promote the business activities of organisation
(Solomon and et.al., 2014). The continuous improvement in brand awareness will help
organisation to sustain its growth for long term by retaining customers and to establish itself as
the first priority of consumers. In order to create brand awareness M & S can publish its
achievement among consumers and by actively involving in regular promotion and social media
interaction. Organisation must maintain its significant presence on social media tools and can
also participate or sponsor the social and cultural events. It will make public to easily recognise
the brand.
3. Consumer attitudes
The major factors which can influence the consumer attitude towards purchasing and
retention with the M & S brand are high quality services and efficient promotional methods.
When organisation has great brand value and people can easily recognise the brand with good
impression then it inspires the consumers to have positive attitude towards brand. If M & S do
not pay attention to preferences and feedbacks of customers then they will not only avoid
services of organisation but will also encourage others to not discard organisation. It is the
tendency of consumers to believe the verbal publicity by other consumers so M & S must focus
on providing satisfactory services to its customers.
4. Purchasing intent:
Purchasing intent is defined as the probability of consumer willingness to buy or use
products and services of organisation. M & S must measure the purchasing intent so that it can
implement effective strategies for achieving its organisational goals. Organisation must regularly
monitor the customer trail. For instance when most of the consumers prefer to purchase online
then if organisation will not allow this facility then surely it will reduce the purchasing intent of

customers (Urde, 2016). M & S must also analyse factors such as price, quality, brand value and
promotional strategies which can affect the purchasing decisions of customers. These factors
must be suitable enough to encourage customers for buying the products.
CONCLUSION
From this report this is concluded that every organisation is focused about their branding.
It shows the importance of branding in business and how brand image is developed in the market
by following different step. Future it shows that how to strength then brand equity, how to
overcome brand crises by developing the products and services of the company. The report has
focused on various concepts of brand management and measurement. It has analysed the impact
of brand value and awareness on purchasing intent and behaviour of customers. Thus, from the
report it can be concluded that brand management is essential for achieving the growth.