C/M/775. Proposal. Investigating the brand associations of Marks and Spencer's three major clothing brands and the reasons why the strengths of these brand associations vary

The paper proposes research into brand associations and personality of Marks and Spencer (M&S) three major clothing brands, i.e. Autograph, Limited Collection and Blue Harbour. Literature is reviewed on strategic brand management, brand equity, identity and positioning, brand image, etc. The research design is proposed describing a mix of qualitative and quantitative methods to study associations and personality characteristics of M&S brands, and the use of interviews and questionnaire to measure the strength of these associations. Data analysis plan and the project time scale are outlined.