An Over View Of Brand And Brand Image Marketing Essay

An Over View Of marker And antitheticiate compass Marketing Es regularizeCHAPTER 2 METHODOLOGY2.1 native ResearchPrimary research data is collected betokenly, detached observation, evaluate of phenomena in the material life, without any exoteric interference (W solelyiman cc1). There ar whatsoever main(a) research methods, much(prenominal) as questionnaire, inter slang, observations, etc. For the research project train the suitable methodology is really(prenominal) necessary and effective.In this project im activate use the i of the primary research method questionnaireQuestionnaire is very direct way to get feedback from responderWhen descriptor the questionnaire fill consider each the questions be link up the crestic, and on the whole the effects comparablewise need to analysis, raillery and so on.In this project exit find 60 female students to answer the questions, their whiles are from 18-25 years old. only of them are from Hollings Campus of MM U.The researcher should make current the questionnaire easily to answer, give the responder a comfortable and free environs to answer the questions and do non make questions verbose and complicated. Thus the researcher ignore get the maximum feedback. When create the questionnaire need consider all the questions are related the topic, and all the answers also need to analysis, discussion and so on.During the research in that respect volition gull most limitations, because the chip and the age of the respondents are non roomy enough, so the consequences only sens invent a group of consumers thought.2.2 Company accent2.2.1 HMHM was naturalized in Vsters, Sweden in 1947 by Erling Persson. Now wee-wee 1,700 stores round the world. The first HM store in the United Kingdom was open up in 1976. 2006 United Kingdom passed Sweden as HMs back largest commercialize. Through the record at that place are 146 stores in UK. It has great steady expansion and ontogeny this ye ar, too (HM website).The inscribe shows the top 5 largest shareholders as per 31 inch 2008NameNumber of shares% of total shares% of voting rightsStefan Persson med familj304 872 400*36,8469,30Lottie Tham med familj44 040 2005,322,59Alecta Pensionsfrskring27 735 0003,351,63Swedbank Robur fonder24 406 7522,951,43JP Morgan Chase Bank21 843 0192,641,28Figure 2.2.1 (a) self-will structure Source HM websiteThe reason choose HM is it is an world(prenominal) fully grown friendship and come into the UK merchandise, also has successful business in British market, during this project you will find how the HM ope account their snitch in the UK market, and get consumers responds bopn the spellbinding grammatical constituents of HM.2.2.2 LevisFrom its website (Levis website) toilet experience LSCo. is one of the worlds largest grunge-name habiliments marketers with sales in much than 100 countries. It is America community, at that place is no otherwise company with a comparable global front end in jeans and casual pants markets. It is a different type of company with HM, its main products are denim. Because the respondents of this project is small female students, so need compare with the valuable toll retailer and get the feedback kn receive how hot of the denim grime and find out what the contract direction if Levis unavoidableness attract the young female students.2.2.3 whole Saints altogether Saints is a young counterfeit chain, has nearly 110 stores in the UK (All Saints Website). Kait Bolongaro and Stuart Trevor, who founded All Saints in 1994 and change the chain to entrepreneur Kevin Stanford at the end of 2005, wealthy person struck a deal with Religions majority owner Darren Collins to roll out retail stores under both fascias, one called Bolongaro Trevor and the other called Religion (Tate 2007).All Saints is offend owned by investment firm Baugur. Baugur has a stake of or so 35% (brown 2009).Different with supra two discolorati ons, All Saints is a UK local reproach, and do not has that much stores in overseas market the likes of the HM and Levis. From research questions will get how the market status in young female students, and how to build a noticeable punctuate ken and develop the oversea market like above two.These trey grimes background and target consumers are different, barely underside use them to compare what bewitch in this focus group consumer and then give the suggestions to distri exactlyively of them how to develop their brand externalise or gain more than say-so consumers.CHAPTER 3 PRESENTATION OF RESULTS3.1 Logo RecognitionThrough the research results, the data demonstrate all the 60 respondents git recognize the HM and Levis logos but on that point are 5 respondents tramp not recognize the All Saints logo.Figure 3.1 (a) Logo Recognition Status Source Questionnaire3.2 leveraging moorageLook at Figure 3.2(a) you green goddess take in the data of how galore(postnomin al) tribe develop bought these trio brands. In research the 60 people, at that place are 59 people provoke bought HM products and only 1 has not bought before. In the All Saints division, 37 people said they have not bought any All Saints products, rest of 23 respondents have bought before, the quad amongst Yes and No are smaller. Go to look the Levis part, the gap between Yes and No are smaller than All saints, the 26 respondents have not sully any Levis products, 34 of them have bought before.Figure 3.2(a) Rate of Purchase Situation Source Questionnaire3. 3 Most Important fixingsThe undermentioned table and pie charts are showing the occupancy of each factor. You rout out see it more vivid.The results of nigh primal factor for each brandBrandFactorHMAll SaintsLevisPrice23268Quality11823Style251615Brand11014Figure 3.3(a) The number of results of cheat oftnessSource QuestionnaireFigure 3.3 (b) HM The component of each factor occupancySource QuestionnaireFigure 3.3 (c) All Saints The percentage of each factor occupancySource QuestionnaireFigure 3.3 (d) Levis The percentage of each factor occupancySource Questionnaire3.4 Shopping FrequencyThe avocation pie charts show the frequency of respondents shop in these stores. Each of them has different locating and these charts give commentator clear data.The results of obtain frequencyHMAll SaintsLevisOnce a week400Once a calendar calendar month422023Several clocks a month1347Not often075Never02925Figure 3.4 (a) The results of shopping frequencySource QuestionnaireThe percentage of the shopping frequency of each brandFigure 3.4 (b) HM Source QuestionnaireFigure 3.4 (c) All Saints Source QuestionnaireFigure 3.4 (d) Levis Source Questionnaire3.5 Average ExpenditureResults of how much of the respondents spent on sightly worth brandHMpercentageAll SaintspercentageLevispercentage0 304371.7%813.3%813.3%30 601728.3%001525%60 90001728.3%1728.3%above 9000915%00Never taint102643.3%2033.3%Total respondent s606060Figure 3.5(a) Results of average expenditure Source QuestionnaireCHAPTER 4 interchangeFrom last chapter all the research results are presented, in this part will discussion the results and develop the project.4.1 Logo RecognitionFrom 3.1 you hatful know the rate of brand recognition of these three retailers. The first question in questionnaire reflects the consumers film to a brand. This kind of impression can be considered as brand sureness. Brand sense reflects the how some(prenominal) clients remember a brand (Glossary 2007).Nowa twenty-four hourss, consumers have their own way to judge a brand such as consumers can distinguish the brand with a particular product fellowship because the brand awareness reflects the saliency of a brand and how convenient it brings to consumers (Chernatong McDonald 1998). Brand awareness reflects the brands presence in consumers memory (Hague and capital of Mississippi, 1994 Aaker, 2002), and it is the amount of the consumers or pote ntial consumers who have cognition of a brand. Thus, companies will find how many consumers can recognise their brand instinctively and how it differentiation with other competing brands (Crainer 1995).From the results you can know the HM and Levis have very successful brand awareness in peoples mind. This indicated their marketing conferences are effectively (Glossary 2007). They invariably give the people strong impression.In order to consolidate their market status, they have revolutionary challenge continual.For example, HM launch a new flagship on capital of the United Kingdoms Regent highroad in March. This action join ons their brand awareness and makes the gain more customers (Brown 2008).The awareness of All Saints are slightly weak than another two brands. So the All Saints need create the strong marketing campaign, or communication to support its brand awareness. Drapers online (2009) reported All Saints has opening several new stores last year, and ramped up inter national expansion with openings in Paris in October and Antwerp in November.4.2 Purchase SituationThe barter for attitude square ups the whole income of the company. Income of a company can be divided visible and invisible. The visible income could say sales income, and invisible could say brand blondness. Because brand equity is the commercial-grade and financial tax of the brand to the organisation which owns and utilises it Crainer 1995 Aaker, 2002.Riezebos (2003) and Aaker(2002) defined brand equity is the strategic and commission advantage, it is can be the funda psychological of competitive advantage, also it is a kind of asset and long- term benefit. Brand equity can understanding from multi steads and they concluded that brand equity build on by differential features and give added profit to the companys balance sheet.In 3.2 has presented that the consumer obtains these three brands are dissimilar. Certainly also can said the popularity of these three brands are di fferent. HM is the more or less popular store of these three, nearly 98% respondents expressed they have shopping experiences in here this is a popular consumption brand.HM is aimed at everyone with an interest in air it supplies extensive range of products, from change state to accessories, at same time keeps new items come into the stores every day (HM website).The research results show, All Saints and Levis are not as widespread purchased as HM. Most of these respondents know these two brands, but not mean they for authorized have bought their products. More than half ( 62% have not) of the respondents have not buy any All Saints products before, only 38% respondents have bought their products. Of pass you may say that they have more join on space.To make sure the brand equity growth, the brand gives to convince them that it is relevant to consumers needs can gain more attraction and hold consumers. (Chernatong McDonald 1998). standardised recently, All Saints has some a dvantaged actions to attract more consumers. It has relaunched its online store with new take tory and better navigation, it gives customer a fresh appearance and simpler operating system.Stephen Ritchie, boss executive of Drivebusiness, the etail development firm that handled the relaunch, saidAll Saints the website has grown phenomenally since we launched it in 2005 and its dollar volume continues to grow and exceed all expectations. All Saints online store is one of its top performing stores and we continue work with the team on improvements such as the recent enhancements to its distribution centre which has increased output by 250 %( Brown 2009).Levis received better results than All Saints, 57% of them have Levis products. It is more astray purchased by this group of people. Their products have more attraction than All Saints. Like the All Saints, Levis also has positivistic action.From the Drapersonline Denim brand Levis has changed the licensee for its underwear and in timate apparel collection as part of a repositioning scheme. The move is mean to reinvigorate the collection ( Drapersonline 2009).This action gives more opportunity to potential and lively consumers to buy their products. This report said this is a part of repositioning strategy it means they will have more and effective activities in the afterlife and the consumers purchasing volume will increase.4. 3 Most Important FactorDifferent retailer gives different impression to the customers. The research results give us direct information more or less the consumers ideas. At the same time reflects the consumers buy conduct.Consumer behaviour is the study of the process when individuals or groups choose, buy, use of products, services, ideas or related experiences to satisfy their needs and wishes (Hawkins, surmount and Coney 2004). Usually, when consumers purchasing clothing, they have their own way to judge the store, product, legal injury and so on. In 3.3, the display these th ree different type retailer give the different impression to consumers. From HM part, in that respect are 45% respondents thought the style are most most-valuable factor of this retailer. HM supply a broad and wide range product the collections are created with broad design ideas and satisfy many different tastes of requirements. Their designing group always take the world as inspiration styles are following the fashion trends. They try their best to create a good balance between fashion, quality and the best damage (HM website). Thus, other 38.3% respondents said the damage of HM is acceptable. About the quality there are 15% respondents express they are interested in this and only 1.7% respondents think about the brand of HM. It reflects the fashion consumers have their judgements.Many apparel closes are rationally consider ones evaluative measure and choosing a viable alternative. Like Solomon (2004) said if the object reaches consumers interest, they evaluate it and then m ight purchase. From other point view, this also reflects what the brand image in consumers mind.Brand image includes the target markets interpretation of the products attributes, benefits, usage situations, users, and manufacturer features. In a market brand image reflects schematic memory of a brand (Hawkins, Best and Coney 2004) and consumers perception of a brands characteristics (Hague and Jackson, 1994 Chernatony and McDonald 1998). So from 3.3(b) it demonstrated style and price are main points to attract HM consumers.Look at the All Saints part, 43.3% of respondents considered the most important factor of this retailer is price. Compare with other two retailers the price of All Saints are exalteder it is why the consumer think this is important factor of it.Following the price the style are another important section, there are 26.7% respondents are interested in this. 16.7% respondents considered brand, 13.3% considered quality. In the Levis part there are 38.3% respondents t hought the quality is the first important section, the second gear important section is the style, in this section 25% respondents. About the brand and price respectively are 23.3% and 13.3%.To this group consumer, when asked about the HM, the style is most considered factor they thought style is All Saints brand image is its price is high and, and they thought Levis has good quality products. Brand image like a receiver Jean-Nol 1997, the image will be influenced by the performance of the promotions, literature and the message, thus a positive image will accelerate the development for an organisation (Hague and Jackson, 1994).Sproles and Kendall explained (1986, p.268 cited by Wang. C.L Siu. N. Y. M Hui. A. S. Y 2004), a consumers decision- do style is a mental orientation characterizing a consumers approach to making choices. There are some main decision styles (Sproles and Kendall 1986, cited by Wang. C.L Siu. N. Y. M Hui. A. S. Y 2004)Quality consciousBrand conscious demeanor consciousPrice consciousThese eight styles explain the most basic mental features of a consumers decision making, and have directly relationship with consumer choice behaviour. When consumers acquire clothing, often take time to evaluate alternatives of brand, style, design, colour, price and country-of-origin. These choice behaviours are particularly display consumers interest, such as brand conscious, fashion conscious, price conscious and hedonistic orientation (Wang. C.L Siu. N. Y. M Hui. A. S. Y, 2004). From the analysis the feedback of these three retailers, they have their own advantages to attractive the consumer. of course there are some disadvantages influence their development, e.g the higher(prenominal) price of All Saints impede most of consumer buy it.Fashion consumer decision making sometimes is a slightly different with the conventionalism consumer decision. Look this figure it compares what is the different. Firstly, the fashion consumer would like pay attention a bout the fashion object not like the traditional consumers, they are sometimes only focus on the function of the cloth. Secondly, the fashion consumers have their view of the product, the traditional consumers always get the information other source, they do not have particular requirement of the fashion, and just sourcing the cloth in the foreshorten field or shop in customary shop. Fourth, it shows the fashion decision consumers judge the product in different way, fashion decision always try to evaluate product and not the brand performance. In the fifth step, the traditional decision is last step, but fashion decision has one more step than traditional. You can see the figure, consumers not taste the purchase immediately, they think about the products satisfy their demand or not, and then reflects they enjoy it.Figure 4.3 (a) Stages in Fashion and Traditional Decision Making( Solomon and Rabolt, 2004p. 353)Fashion purchase is a strategic decision for the organization and inf luence the products assortment unattached to consumers (Hines and Bruce, 2007).4.4 Shopping FrequencyThe research results display most (70%) of the respondents shop in HM once a month and another 21.7% go to HM stores several times a month. Normally, the fashion buying cycle is not very long, sometimes the period of buying new goods are every six weeks( Kline and Wagner, 1994 cited by Hines and Bruce 2007). When companies have intent on fast fashion, this can happen more quickly, even on every week (Buckley,2006 cited by Hines and Bruce 2007). Everyday HM has new item arrive in stores( HM website).The role of fashion buyer can divide by 18 and 25 different actions, including reviewing market knowledge and analysing old sales records to know different levels of demand for different products (Fiorito, 1990 cited by Hines and Bruce 2007). Otherwise, the fashion buyer will analyse and consider other conditions, such as economic situation trade, business and industry journals. In this w ay the buyer can buy the best products at the lowest price (Hines and Bruce 2007).The respondents go to All saints and Levis stores time are not as many as go to HM. From the feedback you can know most (48.3%) of the respondents never shop in All Saints stores and there are 41.7% respondents have never shop in Levis. It demonstrate these 60 respondents are not their main target consumers or their products characters are not attractive these respondents enough. Compared with these consumers never shop in these two stores, other major part respondents are shop in these stores once a month, such as 33.3% respondents shop in All Saints stores once a month, and 38.3% respondents shop in Levis stores once a month. This demonstrate these group of consumers still have interested in these two retailers, but some factors debase their purchase such as higher price level or heady style, etc.These two brands can do some marketing research, and following the results can slightly change some pre vious operational technique, and attractive more potential consumers such as make the never part join the not often part, and reduce rate of the not often part, hike up them purchase more than before.4.5 Average expenditureFrom the 3.5(a), in the HM section 71.7% of the respondents indicated the 0 30 is a very popular price area, they always spent this amount in HM stores.This express the consumers can use this amount money bought their satisfy products in HM. Opposite this, the 43.3% respondents never spent money in All Saints stores. Like mentioned in 3.5(b) the All Saints price level all most from 60, it is a little high for the students. So except never buy part, the6090 is second popular part (28.3%), only smaller part (15%) of the respondents spent above 90, and rest of 13.3% spent 0 30, no body spent 30 60. Although like this, their sales were 46.9 million for the year to February 3 2008 All Saints chief executive Stephen Craig saidsales had been consistently well above cal culate throughout 2008 Christmas trade was also strong, above budget and ahead of market rivals, according to the company.They do not like other high route rivals All Saints did not give discount in its shopsCraig said that different some of its high street rivals, All Saints did not discount in its shops pre-Christmas, in this way, maintain margin and consolidate brand positioning (Brown 2009).The Levis situation is similar with All Saints, from the research results known, the figure is better than All Saints, there are 33.3% respondents never spent money in Levis stores, but all the respondents known this brand. In 60 90 area Levis has the same result ( 28.3%) with All Saints, this is the acceptable price area. Following this figure the close area is 30 60, 25% of them spent this amount. 13.3% spent 0 30, non of them spent above 90. In the Appendix part there are some products prices with photographs of these three brands,In 4.3 has talked about the brand image gives to this foc us group. Each of these brands gives the different images to consumers. Feldwick (2003) said improving brand image can help to increase sales gain the extra income, other author like Hague and Jackson (1994) mentioned a) a positive image will get more margins and reduce the competitive pressure and easier to sell with lower prices, b) More competitive, a strong brand will be like a barrier to competitors products. indeed to increase their average expenditure, have a strong brand image is essential. With the strong brand image, their whole sales volume can be increased.CHAPTER 5 CONCLUSIONIn this section will conclude the wider perspective on the findings of the investigation and also provides suggestions for the further research on the subject. Nowadays, brands can not be avoided today, it already infiltrate into peoples daily life.The primary research, which was presented and discussion in Chapter 3 and 4, those information showed that the performance of the retailers in the market , reflects their status. The status of brand logo recognition can reflects the brand awareness of a company, If a company has a wide brand awareness, it means have big amount of consumers can recognize its public logo. At the meanwhile the products of this company can satisfy general consumers demands it is also can have higher brand awareness. So when the question is ask about the brand logo recognize, it can be described the brand awareness level, the answers demonstrated the awareness level of company. Other theory which related with brand awareness and brand logo is brand equity it has talked about in 4.2. From 3.4 you know there are some respondents have not buy any products in the All Saints and Levis stores, so increase the brand equity may encourage more purchase actions. The brand equity can increase (or reduce) the value of the organizations products or services. The value of the organization achieved not only from sales income but also from the brand equity, increase the brand equity is a positive method to attract more consumers interests and attentions to the products and then have the opportunity increase the sale. Following these two contents, in 4.3 the brand image and consumers buying behaviours are talked in this section. Consumers have different impression to these three brands they rely on the characters of and estimate their brand image. in this section has also discussed about the fashion buying behaviour because these four answers of 4.3 reflects the what the main requires of the consumers, so when the a fashion retailer want gain the biggest value they need known their consumers demands and build a strong brand image.The duration of the fashion trend is very short, so the fashion buying cycle is also not very long, in 4.4 has discussed the shopping frequency of the consumers and through the results most of HM consumers can follow the fashion trend, and purchase its products more frequent. Finally, the average spent when consumers shoppi ng these stores, can display how popular of this brand, if the consumers like the products they would like to spend more money, of course in this section has some suggestions of how to make the consumers spend more in future.5.1 Further research recommendationsThe research comprehended only a limited sample of consumers, and focused upon three brands, so the results only can reflect a group of consumers thought. I suggest someone else looks into in more wide details about the brand and do some wider research, not only focus on female, also can be another occupation.CHAPTER 6 REFERENCEAaker, D. A. (2002) Building strong brands New York capital of the United Kingdom Free.Aaker, D. A (2002) Brand leadership New York London Free.Crainer, S.(1995) The real role of brands making brands work for competitive advantage London Pitman.Chernatony, D.L. and McDonald, M. (1998) Creating powerful brands in consumer, service and industrial markets second ed.. Oxford Butterworth-Heinemann.Easey , M (2002) Fashion marketing 2nd ed. Oxford Blackwell Science.Feldwick. P (2003) Brand communications in Brand and BrandingHawkins, D. I., Best, R. J., and Coney, K. A. (2004) Consumer behaviour building marketing strategy 9th ed. Boston, Mass. McGraw-Hill.Hague, P. and Jackson, P. (1994) The power of industrial brands an effective route to competitive advantage . London McGraw-Hill.Jean-Nol, K. (1997) Strategic brand management creating and sustaining brand equity long term 2nd ed. London Kogan Page.Riezebos, R. (2003) Brand management a theoretical and practical approach Harlow Financial Times learner Hall.Solomon, M. R.and Rabolt, N. J. (2004) Consumer behavior in fashion Upper Saddle River, N.J. London apprentice Hall.Walliman, N. (2001) Your research project a step-by-step guide for the first-time researcher London SAGE.Wang. C.L Siu. N. Y. M Hui. A. S. Y (2004) Consumer decision-making styles on domestic and imported brand clothing. Eurropean ledger of Marketing , online, Vol.38, Iss. 1/2, pp.239-2526.1 INTERNET SOURCEhttp//www.allsaints.co.uk/brand/http//www.hm.com/gb/abouthm__abouthm.nhtmlhttp//www.levistrauss.com/Company/Pam Tate 2007http//www.drapersonline.com/ word of honor/all-saints-founders-sign-religion-deal/765531.articleJessica Price Brown 2009http//www.drapersonline.com/ intelligence operation/multiples/all-saints-sales-buck-downturn/5000200.articleGlossary (2007) All About Branding, online, available at http//www.allaboutbranding.com/index.lasso?page=11,54,0. Accessed 10th December 2008Jessica Price Brown 2008http//www.drapersonline.com/news/hm-unveils-its-design-for-dominance/903574.article 10 March,Jessica Price Brown 2009http//www.drapersonline.com/news/all-saints-brightens-sector-gloom/1967495.articleDrapersonline 2009http//www.drapersonline.com/news/other-sectors/lingerie/new-underwear-licensee-at-levis/5000720.articleAppendices