C/M/366. Dissertation + Proposal. Theory of branding and case study of Marks and Spenser’s brand strategy

The dissertation investigates theoretical and practical issues of successful branding focusing on the UK clothing market, and conducting a case study of Marks & Spencer’s branding strategies and customer attitudes towards M&S brand. A literature review touches on the development of the UK apparel industry, the notion of brand, the issues of self-concept and self-image, etc. Secondary and primary research is conducted including the distribution and analysis of a questionnaire among consumers, sampling techniques, etc. Conclusions are made about the M&S brand positioning strategy; recommendations for M&S managers and managers of clothes retail shops are offered.