A consideration on the theory of branding : A case study of private brand strategy of Marks and Spencer

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The purpose of this study is to indicate some problems in the brand management theory through a case study of Marks & Spencer (M&S). Communication strategy such as advertising has been recognized as the most powerful marketing tool for branding. However, it is noteworthy that it was not until 2000 that M&S started an advertising campaign after the company faced a serious crisis in 1998. M&S had created its strong brand equity with its high quality products and reasonable price, good value since it was founded in 1884. Therefore, contrary to most of the research on brand management, it will be concluded that advertising was not so important for brand strategy in the case of M&S. In addition, this research will discuss the importance of other marketing tools such as product, price, and place strategy to establish strong brand equity.

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