A brief insight into a brand that has been particularly successful recently in developing a strong corporate reputation
One well known brand that I think has developed a strong corporate reputation is Marks and Spencer’s (M&S). M&S have recently been successful in distinguishing their brand from their competitors such as Tesco, ASDA and Sainsbury’s. Hiring celebrities such as Twiggy, Dannii Minogue and X Factor finalists, for their high profile media campaigns such as their Christmas advertisement in 2011 was a very distinctive method that helped them differentiate their brand. This was alongside their slogans such as ‘this is not just food; this is M&S food,’ which emphasises M&S as a quality orientated retailer. Moreover, M&S redesigned their stores and developed new innovative food products.
Consequently, M&S has been successful in developing a strong corporate reputation, which reflects quality, value, service innovation and trust. Furthermore, they have invested in the new initiative of swapping old clothes for new ‘shwop’ by working with Oxfam charity. This is a bold move that uses actress Joanna Lumley to act as the face of revolutionising the way we shop. I believe this continues to build upon their successful strong corporate reputation. I also look forward to observe how they maintain their distinct image for their advertisements leading to Christmas 2013.
By iMeeta © 2012
iMeeta 