BRAND MANAGEMENT

Brand Management and Market Survival Strategies -

A Case Study on John Lewis

ACKNOWLEDGEMENT

I would like to take this chance for thanking my research facilitator, friends and family for the support they provided me and their belief in me as well as guidance they provided without which I would have never been able to do this research.

DECLARATION

I, (Your name), would like to declare that all contents included in this dissertation stand for my individual work without any aid, and this dissertation has not been submitted for any examination at academic as well as professional level, previously. It is also representing my very own views and not essentially those that are associated with the university.

Signed __________________ Date _________________

ABSTRACT

Over the years, the world of fashion has evolved greatly because everyone wants to develop a sense of style and that is what the fashion industry capitalizes on. Fashion has changed our values and social standards. This dissertation will be focusing on the strategies involved in fashion marketing which is used for advertising of clothing lines by targeting a particular audience and employing different brand management techniques so that the brand name can survive in the market. In the contemporary world, the world of fashion has been revolutionized with the intent of the internet, as more people have easy access to brand as against the past when only the elite were associated with branded goods and designer wear. This study will be assessing the strategies that marketers employ to manage the brand in a way so that it can survive the ever-increasing market competition. The main focus of the research will be on John Lewis as a successful brand which beat the popular brand Marks and Spencer in the year 2010 because of its effective marketing strategies that helped the brand not only survive in the market but also helped the brand to achieve a top-notch position in the world of brands across the United Kingdom as well as in other countries of the world.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 1: INTRODUCTION1

Background of the study1

Rationale2

Research Overview3

Research Aims and Objectives5

CHAPTER 4: DISCUSSION AND ANALYSIS7

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Company, Brand Extensions and Sub-BrandsError! Bookmark not defined.

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Consistency, Change and Mortality15

Countering the Market Competition17

Global Research19

Concept marketing in the competition19

Identifying Competitors' Strategies19

Design Competitive Intelligence System23

Good Bad against Competitors24

CHAPTER 5: CONCLUSION27

REFERENCES31

LIST OF TABLES AND GRAPHS

Graph A: Contraction case for a popular brand.

Fig. B. Discount Depth

Fig. A. Sales

Fig. C. Advertising Spending

Fig. D. Distribution Breath

Fig. E. Product Line Length

Graph B: Growth Case for John Lewis

Fig. C Advertising Spending

Fig. D. Distribution Breath

Fig. E. Product Line Length

Fig 1: Gross Sales for John Lewis

Fig 2: Operating Profit and Margin

Fig 3: Profit and Partnership Bonus and Tax

Fig 4: Partnership Bonus

Fig 5: Five year record- year ended January

Fig 6: John Lewis Key Performance Indicators

CHAPTER 1: INTRODUCTION

Background of the study

Fashion is extremely important to a society because it involves our tastes, reveals our character mainly in the field of clothing, and it is something that helps us see how we ...