BRAND MANAGEMENT

BRAND MANAGEMENT

Brand Management

Introduction

Marks and Spencer is one of the largest retailers in the UK, and is also known as the largest retail sales of various types of products under its own exclusive brand of more than thirty countries. M & S brand, or Marks and Spencer brand increases the confidence of customers making Marks and Spencer brand is second to none. According to recent surveys conducted by the company, it shows that, in the clothing, Mark and Spencer, a distinct advantage over all its major competitors in key areas of fit, quality, trust, breadth of product range and customer service.

In November 2007, Marks & Spencer will begin the trial of three new clothes for shops in Paris, Hamburg and Dusseldorf. According to industry statistics, Marks & Spencer remains the undisputed market leader in lingerie UK, with overthirty percent market share. These pilot stores, clearly branded "MSL" are intended to demonstrate the product, taking the best of Marks and Spencer underwear on the continent. In addition, twenty-five percent range hasbeen "MSL" are intended solely for the Continental market (Marks & Spencer PG). According to David Norgrove, Marks & Spencer chief executive, new stores are developed by Marks and Spencer "clearly shows how we can give customers what they want, the way they want it. Today we have the depth of products and different formats retail trade, so that we can include the Factory Outlet stores and designer clothing under the brand name of Marks and Spencer. Our new concept stores carry a wide range of products and services tailored to their local customers, but at the same time, we are also launching a pilot European Specialist retail format, which is based on our core strength in his underwear. All of these products and formats currently in response to customer research, to meet proven need "(Marks & Spencer PG).

British retailer Marks and Spence decided to close the shop an Edmonton, along with fourteen others across Canada, with eight remaining stores closed for a month. This marked the end of characters and a 26-year run of Spencer in Canada. M & S was the top-down management approach that rarely worked. All the stores were similar in layout, design, etc., leaving no opportunity for modification based on the local environment. Individual stores were identified goods depends on the area. Stores the same size were shipped the same clothes. He does not understand that customer tastes are different, will vary depending on lifestyle and demographic characteristics. Background

M & S is always the same British suppliers, because they believe that these suppliers can provide them with high quality products. They also believe that customers were patriotic. They gave a backward glance, the costs are escalating, and competitors began to buy its products from countries with low costs. M & S continues its risk of a negative formula, long after the contest rules have changed. He ignored the market changes. Greenbury, who led the firm in 1990, when problems erupted, used to focus on daily ...