P/M/343. Dissertation. Marks and Spencer brand positioning

The dissertation aims at investigating how customers perceive and position the image of a brand. The objective of the author is to establish a customer profile of Marks and Spencer (M&S) using primary research methods (questionnaires distributed among the customers of M&S followed up by data analysis). Secondary interpretive research method based on the review of literature reveals the tendencies in the store image positioning. The concepts of brand, positioning and customer behaviour in retail sector are discussed. Conclusions are made about the reasons why M&S customer brand loyalty has diminished.