Brand Identity

Submitted toDr. Rishikesh Kumar

Asst. Prof. FMS

Submitted
byRoshni
Sinha

Kapferers Brand Identity Prism

Source- Journal by EURIB (European Institute of Brand

 Marks and Spencer (also known asM&S) is a major

British multinational retailer headquartered in theCity
of Westminster, London.
It specializes in the selling of clothing, home products
andluxuryfood products. M&S was founded in 1884
byMichael Marksand Thomas SpencerinLeeds.
M&S have 852 stores throughout the UK, as well as
many international stores; 52 stores inIndia, 48 stores
inEgypt, 37 inRussia, 27 inGreece, 14 inFrance, 11
inPoland, 6 inHungaryandFinlandand 5 inSpain.

Constructed Source

Seasoned
Collection,
Basic Styles,
The iconic
M&S logo

Personality
Confident,
Matured,
Stylish

Relation

Culture

High Quality
Products,
Value for
money

British, high
street brand.

Reflection

Self-Image

Stylish yet
seasoned and
matured

Sophisticated,
Stylish yet
decent
dressing.

Constructed

Internalization

Externalization

Physique

The Identity Crisis

M&S, once the darling of the UK high street, a company
more sure of itself than any other retailer, is proving
extremely hesitant when it comes to shaping itself to
meeting the needs of the 30-somethings it must address.
In the retail world, this hesitation and identity problem can
be fatal if its not resolved quickly and decisively.
M&S is caught in the no-mans land between an older
clientele and a younger audience.
Source- City A.M.

Thank You