Manufacturer Audit of John Lewis
MKT2006: INDIVIDUAL WRITTEN ASSIGNMENT
Company Audit of John Lewis
Brand Examine of Steve Lewis
BY SIMPLY CHARLIE CLARK
Expression Count: a couple of, 215
1 . The goal of this survey 3 1 ) 2 . Just what brand?
installment payments on your The Steve Lewis Company 4 2 . 1 . How does John Lewis stand out?
installment payments on your 2 . The manufacturer elements of John Lewis five 2 . three or more. The brand ideals of Steve Lewis six
3. The perceived manufacturer image of Ruben Lewis six
4. Tips for the future almost eight competiveness of John Lewis
Appendices 9 Appendix A вЂ“ Characteristics of Solid Brands
Appendix B вЂ“ Properties of Service Top quality
Picture bibliography 11
Manufacturer Audit of John Lewis
1 . The purpose of this statement
This statement will look on the current market position of the Steve Lewis brand and the key points of their branding. The reason for auditing the brand of John Lewis is because they may be a well-researched company and also have built up a very good image above many years. John Lewis has a clearly defined picture and a clearly defined customers, which can be connected through their brand ideals, their assistance and their products. Based on primary research, this kind of report will likely give a essential assessment of the current market situation of Steve Lewis. The primary research which has been gathered is based on the brand image of John Lewis.
Finally this survey will suggest a set of recommendations for the future competitiveness of the David Lewis brand.
1 . installment payments on your What is a company?
Branding can be how a organization distinguishes its goods from those of another. It does this kind of through the brand elements including the name, symbol or design (Keller, 1998). For example in the event you hear the name Bill & Jerry's you think of yummy ice cream and if the thing is the swish symbol you already know its Nike. Ehret (2009) says which a brand may be the emotional or psychological romantic relationship that a organization has having its audience. Because of this the brand graphic is made up through the thoughts and feelings that individuals have of your company. This view is supported by Keller et ing. (2012) whom said that a brand is вЂthe idea or perhaps image of a specific product or service that consumers connect with, by figuring out the term, logo, slogan, or style of the company who owns the idea or image'. To reach your goals, a company will use branding to generate brand acknowledgement and a good reputation. When a industry’s recognition is set apart from the competitors, it adds benefit to the company which makes brand equity (Keller, 1998). Brand collateral is built by consumers not companies and it is built from buyers knowledge, perceptions and activities with the brand (Gunelius, n. d. ). An example of brand equity is usually shown through the fashion company Chanel. Because the company has established a valuable graphic, their premium prices are accepted and even expected.
The Steve Lewis Brand
John Lewis is a British department store that stocks homeware, fashion items, beauty products and electricals, from branded goods to own-brand merchandise. It has 29 full line retailers, six atHome shops that focus on homeware and electricals and excellent leading full website johnlewis. com (Superbrands, 2012). Ruben Lewis likewise operates the supermarket chain Waitrose. Steve Lewis is recognized as a prime midmarket variety store, with competition including Signifies and Spencer, House of Fraser and Debenhams (Mintel, 2011). These were also the industry leader in UK homeware retailing, nevertheless just missed the top spot in 2012 after Dunelm Work (Holland, 2012). John Lewis is a multi-award-winning brand, with titles which include...
References: Ardvisson, A. (2006) Brand worth. Journal of brand name Management, pg. 188 Feb 2006; 13, 3; ABI/INFORM Global
CRF International Having BV (2012) Britain's Top rated Employers
Drummond, G. and Ensor, T. (2005) Introduction to Marketing Concepts. Elservier Butterworth-Heinemann: Oxford
David Lewis Relationship (2012) Tentang kami [online] Offered from: http://www.johnlewispartnership.co.uk/about.html [Accessed 31st August 2012]
Keller, K., L., Aperia, T., Georgson, M
Keller, K., D. (1998) Ideal Brand Managing: Building, Computing and Handling Brand Collateral. Prentice-Hall Intercontinental: London
Garnishment, S, T
Mintel (2011) The midmarket: Premium section proves strong
Waitrose (2012) Company background [online] Offered from: http://www.waitrose.com/content/waitrose/en/home/about_waitrose/corporate_information/company_history.html [Accessed 21st November 2012]
Duncan (2012) John Lewis The Quest. The Creativity Room [online] Available from: http://theinspirationroom.com/daily/2012/john-lewis-the-journey/ [Accessed twenty third November 2012]
Farey-Jones (2010) John Lewis persuades shoppers with miniature house campaign