Brand Audit of John Lewis
MKT2006: INDIVIDUAL WRITTEN ASSIGNMENT
Brand Audit of John Lewis
Brand Audit of John Lewis
BY CHARLIE CLARK
09337612
Word Count: 2,215
Contents
1. The purpose of this report 3
1.2. What is a brand?
2. The John Lewis Brand 4
2.1. How does John Lewis stand out?
2.2. The brand elements of John Lewis 5
2.3. The brand values of John Lewis 6
3. The perceived brand image of John Lewis 7
4. Recommendations for the future 8 competiveness of John Lewis
Appendices 9
Appendix A – Characteristics of Strong Brands
Appendix B – Properties of Service Quality
References 10
Picture bibliography 11
Brand Audit of John Lewis
1. The purpose of this report
This report will look at the current market position of the John Lewis brand and the key points of their branding. The reason for auditing the brand of John Lewis is because they are a well-established company and have built up a strong image over many years. John Lewis has a clearly defined image and a clearly defined target audience, which can be associated through their brand values, their service and their products.
Based on primary research, this report will also give a critical assessment of the current market position of John Lewis. The primary research that has been gathered is based on the brand image of John Lewis.
Finally this report will suggest a set of recommendations for the future competitiveness of the John Lewis brand.
1.2. What is a brand?
Branding is how a company distinguishes its goods from those
Brand Audit of John Lewis
Brand Audit of John Lewis
BY CHARLIE CLARK
09337612
Word Count: 2,215
Contents
1. The purpose of this report 3
1.2. What is a brand?
2. The John Lewis Brand 4
2.1. How does John Lewis stand out?
2.2. The brand elements of John Lewis 5
2.3. The brand values of John Lewis 6
3. The perceived brand image of John Lewis 7
4. Recommendations for the future 8 competiveness of John Lewis
Appendices 9
Appendix A – Characteristics of Strong Brands
Appendix B – Properties of Service Quality
References 10
Picture bibliography 11
Brand Audit of John Lewis
1. The purpose of this report
This report will look at the current market position of the John Lewis brand and the key points of their branding. The reason for auditing the brand of John Lewis is because they are a well-established company and have built up a strong image over many years. John Lewis has a clearly defined image and a clearly defined target audience, which can be associated through their brand values, their service and their products.
Based on primary research, this report will also give a critical assessment of the current market position of John Lewis. The primary research that has been gathered is based on the brand image of John Lewis.
Finally this report will suggest a set of recommendations for the future competitiveness of the John Lewis brand.
1.2. What is a brand?
Branding is how a company distinguishes its goods from those
References: Ardvisson, A. (2006) Brand value. Journal of Brand Management, pg. 188 Feb 2006; 13, 3; ABI/INFORM Global CRF International Holding BV (2012) Britain’s Top Employers Drummond, G. and Ensor, J. (2005) Introduction to Marketing Concepts. Elservier Butterworth-Heinemann: Oxford Gunelius, S John Lewis Partnership (2012) About us [online] Available from: http://www.johnlewispartnership.co.uk/about.html [Accessed 31st October 2012] Keller, K., L., Aperia, T., Georgson, M Keller, K., L. (1998) Strategic Brand Management: Building, Measuring and Managing Brand Equity. Prentice-Hall International: London Levy, S, J Mintel (2011) The midmarket: Premium segment proves robust Nortover, J Waitrose (2012) Company history [online] Available from: http://www.waitrose.com/content/waitrose/en/home/about_waitrose/corporate_information/company_history.html [Accessed 21st November 2012] Picture bibliography Duncan (2012) John Lewis The Journey. The Inspiration Room [online] Available from: http://theinspirationroom.com/daily/2012/john-lewis-the-journey/ [Accessed 23rd November 2012] Farey-Jones (2010) John Lewis lures shoppers with miniature home campaign