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Investigating Brand Equity at Marks & Spencer

 
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Investigating Brand Equity at Marks & Spencer

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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.
Pages: 11
Filename:CC6_KSmktgMS.rtf
Paper Title: Investigating Brand Equity at Marks & Spencer
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