Business Assignment 1: Marketing Report on Next Plc. Branding

This report provides a comprehensive analysis of the Next Plc. brand, exploring various aspects of its marketing and branding strategies. The report begins with an introduction that highlights the importance of branding in creating lasting relationships with stakeholders and gaining a competitive advantage. It then delves into the research methodology used, which includes both primary and secondary sources. The core of the report examines Next Plc.'s brand value, brand promises, and brand positioning within the market. It further analyzes the company's visual communication, including symbols and logos. The report also details the brand creation process of Next Plc., tracing its history and evolution. It then discusses the brand experience and the synergy between the brand message and consumer perception. Finally, the report covers the brand strategy of Next Plc., along with potential improvements and concludes with recommendations. The report aims to provide a detailed understanding of how Next Plc. has built and maintained its brand identity.

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Business Assignment

Business Assignment 1
Contents
Introduction.................................................................................................................................................2
Research Methodology................................................................................................................................2
Brand value.................................................................................................................................................3
Brand Promises............................................................................................................................................3
Brand positioning........................................................................................................................................4
Next Plc.’s visual communication................................................................................................................4
Brand creation of Next Plc...........................................................................................................................6
Brand Experience.........................................................................................................................................7
Synergy between brand message and consumer perception......................................................................9
Brand Strategy of NEXT Plc........................................................................................................................10
Possible improvements in brand...............................................................................................................10
Conclusion and Recommendation.............................................................................................................11
References.................................................................................................................................................12

Business Assignment 2
Introduction
The purpose of this task is to provide a brief overview about the brand details of the company
Next Plc. and how they created and maintained it. Brand is an important aspect of the business
which helps them to create a long lasting relationship with its stakeholders and initiate sales in
the market as well. Brand recognition in the market helps the company gain advantage over
competition as well. Branding of the company and its products is now considered as an important
which helps the company to maintain sustainability in their business functions as well. The
below mentioned task discusses about brand value, promises and position of the brand in the
market. Further it talks about the visual communication created by the company Next Plc. and
narrative of the company as well. Brand experience of the customer and synergy between brand
message and consumer perception is also discussed. Lastly the task discusses about three stages
of branding with the help of which a company can easily create an identified brand in the market.
The NEXT retails chain store company was launched in the year 1982. The company deals in
fashion apparels, shoes and accessories. The company has now in total more than 500 stores in
UK and around 200 store in other 40 countries worldwide. More details about the brand equity of
the company are discussed below:
Research Methodology
In order to fully satisfy the requirements of this task information is gathered from both primary
and secondary source. There are two types of information present in the task qualitative and
quantitative, qualitative includes the interpretive research and behavior of various approaches
used in the organization. Primary sources such as surveys are implemented in order to attain
accurate information and secondary sources such as papers given by different newspaper article
are used in the report.

Business Assignment 3
Brand value
Branding now days has emerged as a marketing strategy which helps all the business to
successfully implement their aim and objective in the target market. Branding is considered as a
strategic approach which is driven and managed by the CEO along with the senior management
of the company. Further the fact shall be noted that all brands have their different value
depending upon the position of the company and the objectives and strategies of the company.
Talking about the company Next Plc. it shall be noted that the company is high street retailer
which aims in creating high fashion brand apparels in the market (Baumgarth, Kaluza, and
Lohrisch 2016). So, the company’s marketing strategies are programmed in such a way so as to
create a premium brand for the company. Apart from product quality the company has created
the brand value in the market by providing efficient on sale services to the customer which gives
them pleasant experience while shopping. Thus with the help of these activities the company
attained global identification as well. The fact shall be noted that market leadership and
profitability of a product of a company is realized through the brand value. If they brand value of
the company is good then definitely the company would be achieving adequate profits in the
market like in the case of NEXT Company (Reddy, Reddy, and Venkatesulu 2016).
Brand Promises
Brand promises refers to the promise which the company on behalf of their product promises to
the customer that what is to be delivered by them. Further the brand promise of the NEXT Plc. is

Business Assignment 4
that they commit to offer beautiful, excellent quality products that are properly made, functional
and safe. Also these products are sourced responsibly and it provides better level of satisfaction
to the customers than expected. This is the promise which the company makes to the customer
present in the market (Laforet 2015). Further it shall be noted that there are various marketing
strategies implemented by the organization so as to correctly apply the brand promise in the
target market. Customer satisfaction is the most important aspect which initiates the authenticity
of the brand promise in the external environment.
Brand positioning
Brand positioning refers to the preference of the customers to buy the products of the company
instead of other competitors present in the market. This process ensures that all the brand
activities of the company have common aim and portrays the brand promise as well. Further
relating it to the brand position of the company NEXT Plc. it was evaluated that the company has
positioned itself in the premium market by applying correct the brand promise in the market
(Fahim 2016).
Next Plc.’s visual communication
Visual communication refers to the ways through which an organization verbally or nonverbally
communicates to the audience on a whole. The organization builds some attributes in the
branding process which communicates to the target market and helps them to analyze the type of
product which the company serves in the market. Further visual communication of bran includes
aspects like design element, typography, logos, images, trademark etc. These attributes creates
identification of brand in the market. Also many people judge the product served by the company
on the basis of logos and typography of the brand produced by the company (Ahmad, Musa, and
Harun 2016). Further the visual communication of the company NEXT is discussed below:
 Symbol: A symbol helps the buyers to memorize the company and easily differentiate it
in the market. If any company has creative logo and symbol of their company then the
customers will easily identify them in the market, also such symbols will attract new
customers to purchase their products in the market. The logo of NEXT is simple and
elegant which attracts the customers in the market. The company did not aimed for

Business Assignment 5
including creativity in their symbol which made the symbol more clear and simple. This
feature gives the customers a view of authenticity of the company (Renton, et al., 2015).
Thus the below mentioned gives positivity o customer while purchasing the products of
the company as it clearly displays the name of the company. Further it shall also be noted
that symbol is an important part of brand equity of the company, considering to this
aspect the company created a clear brand symbol. As this symbol is easy for the
customers to memorize the brand name and differentiate the brad characteristics as well
(Armstrong, et al., 2015).
 Logo: Logos are strong part which gains the attention of the customers present in the
market. Also the logos represent the relationship of the brand with the symbols as well.
Logo is a part of the visual representation attempted by an organization. Further it shall
be noted that it is mandatory for every organization to create their product which shall be
identified and shall not be similar to logo of any other organization. Similarly in the logos
can create confusion in the mind of customer while purchasing and product in the market
(Rosenbaum-Elliott, Percy, and Pervan 2015). Thus, the logo of NEXT Plc. mentioned
above is simple and sorted as well, it does not matches to the logo of any other company.
The image is not confusing thus, by loo at the logo the customer easily gets to know
about the brand and they choose it. The logo NEXT gives a clear vision to the customer
about their product and it has all qualities of a good logo as well. Like, it is simple,
unique and distinguished, it can be memorized easily. Also the name of the company is
short and sweet which the logo is also so people do not find it easy to differentiate the
product of the company in the market. The logos, slogan, icon (visual representation
image of company communicating with customers) form a part of the trademark of the
company. All these part collectively represent the company in the market and helps in the
process of branding as well (Wang, et. al., 2017).

Business Assignment 6
Brand creation of Next Plc
NEXT Plc. is a design, manufacturer and distributer of clothing and home furnishing in the
market. The company holds nearly 576 NEXT retail stores worldwide and is now working in
almost 70 countries worldwide through both offline and online means. The retail of the company
was launched in the year 1982 and on the initial level the company opens its store exclusively for
women only and in later years then started expanding their business by supplying their products
for men and kids as well. This was later followed by home furnishing as well. The NEXT
directory was introduced in the 1988 with a handbook contain total 350 pages which displayed a
blueprint of the catalogue retailing (Lee, O'Cass, and Sok 2014). This book included all the latest
fashion apparel and furnishing offered by the company. Later in the year 1999, the company
opens their services online as well. All the products which were present in the directory were
now available online as well. So, people can easily purchase products from there as well. Further
the company continued to improve itself in the areas of service where required (NEXT Plc
2018).
Source: (http://www.investis.co.uk/~/media/Images/I/Investis-UK/content-images/our-work/
next/devices.png?h=537&la=en&w=673)
So, starting it from the beginning and talking about the history of the company is shall be noted
that the company NEXT Plc. was opened in the year 1864 by Hepworth & Son, Gentleman’s

Business Assignment 7
Tailors in England. Further Hepworth purchased the chain of Kendalls rainwear shops to open
their own personalized brand for women called NEXT. Furthermore in the year the company
1982 the first women wear store and later it became to 70 by the end of year. NEXT menswear
was launched in the year 1984 with 52 menswear stores. Continuing to it the company also opens
a store in Edinburg which included all of their products that is menswear, women wear, shoes
and a café (Abrahams 2016). In 1985, the company opened their home furnishing store and
another store for all products in London. 1986 was an important year when the parent company
changed its name from J Hepworth & Son changes its name to NEXT plc., and acquired Grattan
Plc. as well. Next child wear was launched in the year 1987 (Sinclair, and Keller 2017). David
Jones was appointed as the CEO of the company in the year 1988 and also the company
launched their Next directory as well. Further the brand strategy of the company was launched in
the year 1993 stating that One Brand; Two Ways of Shopping by combining the fashion apparel
and home furnishing stores. Till the end of the year 1994 the company had crossed the limit of
300 stores in total 16 countries (NEXT Plc 2018). Later in the year 2012, the company celebrated
its 30 years jubilee and continued to move ahead in the target market. So, it shall be understood
that the company created a brand image in the target market by repeatedly making its mission for
growth so as to achieve the vision of the organization. Further people identified this brand in the
market because of its exclusive fashionable product and long term growth and presence in the
industry. Now the products of the company sold because of their brand image along with product
differentiation (NEXT Plc 2018).
Brand Experience
Every brand provides an experience to the customer on the basis of which image of the company
or the brand is maintained in the target market. It all depends on the rationale of the customers on
the basis of which the image of the company depends, like if the customer receives a pleasant
experience from the services of the company then the company will gain reputation in the target
market. Thus, it shall be noted that it is very important for an organization to evaluate the brand
experience which is received to the customers through the services of the company in order to
initiate growth of the company in the target market (Thompson, and McLarney 2017).

Business Assignment 8
Source: (https://theolympiareport.com/2017/11/11/michael-j-roney-acquires-405-shares-of-next-
plc-nxt-stock.html)
Further talking about the company NEXT it shall be noted that the narrative explains that the
company is continuously aiming for growth in the industry in which they are present and they are
receiving it as well. So, the customers perceive a good experience from the products and services
of the company. The aspects on the basis of which the experience depends are not just the quality
of the products but there are many other factors as well (Olenski 2015). Like, the services
provided on the time of sales, post sales services, ambience of the store, quality of the product,
prices offered to the customers, availability of the product etc. Thus, these are the factors on
basis of which the customers attains experience from the company and on the basis of this
experience only the image of the company is maintained in the market. And it shall be noted that
as the company has adequately target their customers and provided them services in the market
due to which the satisfaction level of customers increased and they attained growth in the market.
Growth is another way of showing that the customers are happy with the services of the company
provided in the target market (MSG 2018).

Business Assignment 9
Synergy between brand message and consumer perception
Looking at the relationship between the brand and customer perception it shall be noted that
satisfaction level of the customer is directly linked to the brand image of the company. If the
customers are not satisfied with the activities of the company initiated in the market then the
company cannot move ahead in the target market. Brand message refer to the quotation which
the organization provides to the customers on a whole on the basis of which the customers builds
their expectations from the products and services provided by the company (Kelley, Sheehan,
and Jugenheimer 2015). So, if the brand message of the company state that they provide
economical product to the customer are minimal rats then the customer will create a perception
that these products are low-level product which does not highly satisfies the requirements of the
customers. So, in this way the perception of the customer is directly linked to brand message
(Flint, Signori, and Golicic 2016).
Source: (https://issuu.com/ruthmarlow01/docs/individual_report_-_issuu_report_in)
As discussed above the brand message of NEXT Plc. is that they aim to provide excellent
products and maximize the satisfaction level of the customers, so the perception which the
customer of the NEXT create by looking at the brand message of the company is that the believe

Business Assignment 10
that the company will provide premium quality high fashion products in the market. If the
company stands up the brand message or brand promise which they provide to the customers in
the market then the satisfaction and experience of customers automatically increases. But if the
company does not stand up to the expectation or perception of the customers then the customers
receives negative experience in the target market. Also many times the customer create a wrong
perception by looking at the rand message of the company like in case of NEXT the customer
perceives that it is a rich brand and deliver costly products; but the services of the company
shows reality to the customers on the basis of which their perception for the company changes.
Thus, it shall be noted that perception is the stimuli of the brand message.
Brand Strategy of NEXT Plc
Many times the marketers are inspired with the activities of different organization present in the
market. The process of marketing helps an organization to repeatedly increase the brand image in
the market. The initial way through which brand image of the company was built in the market
was providing quality products and services to the market. After attaining a number of customers
in the market the company initiated to maintained loyalty with them. This can be regarded as the
best quality of the company that they are loyal towards their customers and stakeholders as well
(Weiss 2014). After this the company focused on the maintaining the trust of the customers in
the market. Trust is build when the customer receives services according to their expectation. So,
the management analyzed the market and their perception about the brand and expectations as
well. Further on the basis of this analysis the management provided services to the customers in
the target market which matched to the expectation level of the customers and gained their trust
as well. Thus in this way the company managed to maintain a brand image in the target market
(NEXT Plc 2018).
Possible improvements in brand
The company NEXT shall implement improvement in their brand by adequately justifying with
the brand promise mentioned in the market. Interaction with the customers is also an important
aspect which the brand shall use in order to improve their image in the market. Further social
media platform is the best platform to showcase the activities of a brand so the marketers shall

Business Assignment 11
adequately place their brand and attain success. Lastly, the website of the company shall have
properties to increase the satisfaction of the customers as well (Keller 2015).
Conclusion and Recommendation
Thus in the limelight of above mentioned events the fact that shall be noted is that branding is an
important tool which helps an organization to maintain their image in the target market. In
marketing, branding is an important tool which helps the company to increase the sales in the
target market. Further the above mentioned task discusses about the importance of branding in an
organization and the factors affecting and influencing the brand in the market. NEXT is having
identified brand image in the target market which helps them maximize the satisfaction level of
customer and create value as well.
Further it shall be recommended to the brand that they shall know their audience and its demand
in the market in order to succeed by correctly positioning themselves. Social media platform
shall also be used to interact with the customer and know their issues as well. Thus, in this way
the brand can achieve ore success in the target market.