Detailed Analysis of River Island's Global Brand Strategy (Marketing)

This report provides an insightful analysis of River Island's brand strategy in the context of global competition. It examines how River Island has developed a successful strategy, focusing on the application of the 4V model (Valued Brands, Valued Sources, Valued Delivery, and Valued Outcomes) to create and sustain brand value. The report explores how River Island has created prestige through quality products, used similar brand names and strategies, and targeted its potential customers internationally. It also discusses the importance of market segmentation, cost reduction, and supplier relationships in maintaining its competitive edge. Furthermore, the report analyzes the outcomes of River Island's strategies, including market share and financial success. The analysis is supported by references to academic journals and online resources, including River Island's official website, and a visual representation of the 4V model.

Insightful Journal

TABLE OF CONTENTS
TASK...............................................................................................................................................1
The reason why River Island has managed to develop a strategy that seems to be outsmarting
and outmanoeuvring the global competition..........................................................................1
REFERENCES................................................................................................................................3

TASK
The reason why River Island has managed to develop a strategy that seems to be outsmarting and
outmanoeuvring the global competition
Managing brands imply to the analysis and planning on how company has perceived its
value in market (Torres and et.al., 2012). Development of effective relationship with the target
market is considered to be essential for local brands to resolve customers. Local brands in
economies are analysed as key drivers which generate market share, increase customer loyalty
and amplify channel power. They also offer potential for high profit margins and also protect
against the competitive attacks.
In this context, River Island is London high street fashion which operates in a number of
worldwide retail markets (River Island, 2018). Company has wide recognition among customers
in the market because it has applied various strategies to sustain its business in global
competition. Further, company has been able to survive its brand because it is effective in
delivering values to the retail market. This 4V model will clearly determine the ways through
which River Island has managed its brand for creating strategy such as:
 Valued Brands: Global brands are analysed as those which utilize similar names,
positioning strategies and marketing mixes in majority of their target market (Steenkamp,
2014). Silver Island has also created their prestige by quality products to their customers.
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Illustration 1: 4 V model
(Source: Steenkamp, 2014)

Company has also used its similar brand names and strategies to create their value among
customers. Silver Island is a premium brand that cater to the universal appeal of high
quality products. Its unique selling preposition is superior product's performance in the
market. It has also catered to another universal needs to achieve possible value and
growth by delivering best price quality combination. Valued Sources: It implies that firms can create its values in global competition through
four distinctive sources such as consumer, economic, marketing and organisational
(Aaker, 2012). In this, Silver Island has managed its brand among group of customers by
developing perceived quality, global identity and myths of cultural origin. Company has
also reduced its cost by adopting economies of scale in production. It has also enhanced
its bargaining power with suppliers to decrease procurement which help them to create
strategy of providing high quality products at low prices. Valued Delivery: For Silver Island, segmentation of market was the key instrument in
formulating, positioning and selling its brands across national borders. Through this,
company has targeted its potential customers at international level and obtained an
appropriate brand positioning worldwide (Heerde and et.al., 2013). The key challenges in
managing brand was to deal with framework of non-uniformity in requirements of
customers across border and to target customers in different regions. Geographical
segmentation is used by company to sell its high priced products to premium customers.
 Valued Outcomes: It is last stage of brand value creation process in which firm tends to
analyse the results which they have achieved after delivery of products to customers. In
this, manager of Silver Island has market share metrics and analyse that they have high
market share. Company has also analysed its financial outcomes which determine that
company is able to command high prices than other weak brands.
However, this value creation has provided major support to the firm in managing their
brand to create strategies that excel in global competition.
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REFERENCES
Books and Journals
Torres and et.al, 2012. Generating global brand equity through corporate social responsibility to
key stakeholders. International Journal of Research in Marketing. 29(1). pp.13-24.
Aaker, D.A., 2012. Building strong brands. Simon and Schuster.
Heerde and et.al, 2013. Price and advertising effectiveness over the business cycle. Journal of
Marketing Research. 50(2). pp.177-193.
Steenkamp, J.B., 2014. How global brands create firm value: the 4V model. International
Marketing Review. 31(1). pp.5-29.
Online
River Island. 2018. [Online]. Available through: <https://www.riverisland.com/inside-river-
island/about-us>.
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