Applied Marketing Management Essay Example | Topics and Well Written Essays - 2000 words

Applied Marketing Management - try ExampleThe report discusses and analyse the overall brand management at mark & Spencer. This report starts with a brief history and Marks & Spencer and about Marks & Spencers brand and then extends further discussing its advertisement, brand equity, location etc. Main information is gathered through the internet and magazines and the analysis is also done with the tending of the above mentioned sources. In the end recommendation argon also given in the light of the discussions throughout the report.Marks & Spencer commonly known M & S is one of the top British retailer companies. It is class-conscious amongst the most prestigious chain of stores in the UK and is the largest clothing retailer in the UK by turnover. It also is a multi-billion pound food retailer. Most of its shops sell both of these categories. Marks & Spencer also has a third mathematical product line related to home w bes such as bed linen, but this is far smaller than the se parate two. For much of the 20th century M&S was regarded as the leading retailer in the unify Kingdom, and an icon of British business. ... In 1997 it became the first British retailer to make a profit onward tax of over 1 billion, though within a couple of years it plunged into a crisis from which it has not yet fully recovered. It is now less than one quarter of the size of the UKs largest and most profitable retailer, Tesco. In 2006, M&S has opened a Technology Department in each flagship Store (http//www.marks-and-spencer.co.uk). brand history of M&S In the late 1990s, The St Michael brand was discontinued in favour of Marks & Spencer.When Stuart Rose took over in 2004, he introduced a new promotional brand under the Your M&S banner, with a corresponding logo. This has now become the companys main brand in its advertising, online presence and in-store merchandising. The percipient font and modern colours of the new image are somewhat incongruous alongside the conventional M &S signage and associated fittings that still adorn the stores themselves. In fact the only thing they have in common is the use of M&S traditional green in the ampersand of the new logo. This may bet confusing at first, but the new look has been instrumental in the companys recent resurgence, particularly with the mastery of a new clothing hunt down featuring the legendary model, Twiggy, and younger models associated with the bohemian styles of 2005-6, and the TV ad campaign for their food range featuring Dervla Kirwan and the tagline This is not just food, this is M&S food.In 2006, look croupe the label slogans were introduced by M&S and have been extremely successful. Fair trade clothing and foodstuffs are rolled out by all stores and all coffee and tea served in store cafes are fair trade. Fishing is good for the environment also, so is the way that stores manufacture goods and recycle all of their bolt out