Marks and Spencer: Brand Stretching

Paper Summary:

This study revolves around examining whether the Marks and Spencer brand can be extended onto new products and services. In order to carry this out, the paper first examines the current state of knowledge and theory in the field of brand extension, defines the Marks and Spencer brand in the company's own terms, and defines the brand from the general public's perspective. Finally, the paper reconciles the two points of view in order to evaluate the possibility of extending the brand onto a selection of proposed products and services.

Table of Contents
Introduction
Background
Statement of the Problem/Research Question
Purpose of the Study
Importance of the Study
Scope of the Study
Rationale for the Study
Objectives for the Study
Limitations of the Study
Overview of the Study
Review of Related Literature
Methodology
Research Design
Data Analysis ANALYSIS OF THE DATA 40
Summary, Conclusions, Recommendations

From the Paper:

"While this study allows for a better understanding of Marks and Spencer, there is a deeper significance to the issue as well. There are many companies that have been involved with brand stretching, and some have been more successful than others. By utilising a study such as this one, companies that are considering brand stretching in the future can have a better idea of whether their idea has merit and whether brand stretching might work for them. Every company is different and has specific issues that must be dealt with if they choose to stretch their brand, but studies such as this one can lend credibility to the issue and help to show what kinds of things should be looked at when companies consider brand stretching."

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