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Investigating Brand Equity at Marks & Spencer
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Consumer Behavior Articles research papers
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An 11 page paper
discussing regaining lost market share and enhancing brand equity. The company formerly
was associated with good quality at reasonable prices, but perception of quality has declined
and given prices the appearance of being too high. As other competitors entered the market
and became aggressive in it, Marks & Spencer appears to have stood still. The issue here is to
define and discuss brand equity, along with measures Marks & Spencer can undertake to
increase theirs. The report is in the form of one to the company's board. Bibliography lists 11
sources.
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Pages:
11
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Filename:CC6_KSmktgMS.rtf |
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Paper Title:
Investigating Brand Equity at Marks & Spencer
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