SampleProposal_H&M
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Humber College *
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Subject
Marketing
Date
Feb 20, 2024
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Brand Audit Proposal: Group 1 - H&M
H&
M (Hennes & Mauritz
AB
) was founded
in
Stockholm in 1947 and currently has
more
than
5,000
stores
across
74 countries.
When
you think
of
H
&M
you immediately
think
of
the
words
cheap
,
trendy
,
and
fast
fashion
.
A focus
group including
students
of
European and
Southeast
Asian
descent
identified
the
following
associations
in the brand
association
map
below
(
Tumblr
,
2011
)
.
The
2013 Rana Plaza
Bangladesh
crash
only
helped
to solidify
H&
M's negative
brand associations
.
Even though, H&M
currently
ranks 5th among the top 10 apparel and footwear
companies
(
Abbas,
2021), as consumer trends
and
values
shift
towards desiring
sustainable
products,
H&M has
worked
to appear more
sustainable
as
well
.
Moreover, 52%
of
respondents
globally
agreed that they
only
buy
from
companies
and
brands
that
they
trust
completely
,
and
H
&M has worked to become
a trustworthy
company (Shridhar, 2020)
.
They've begun to
implement sustainable
practices through their H&M Conscious
brand
extension,
investing
in
Finland-
based
Infinited
Fiber
Company
(
IFC)
,
and being
one
of
the
founding members of the
Sustainable
Apparel
Coalition
(
SAC)
which is
developing
the
Higg
Index
(
Singal
,
2020)
.
Simple
Casual
wear
Less
quality
Boring
/
Always
the
same
Cheap
No
fancy
clothes
Good
location
H
&
M
Trendy
High
assortment
Fashion
forward
Value
for
money
Aggressive
promotion
When
generating
a
brand
audit
, there are a series of processes
to
assess
the
health of
the
brand
, uncover
sources
of
brand
equity, and provide recommendations for improving
brand
equity;
which ultimately help
brands
make
decisions
(
Keller
et
. al
., 2020, p.279
).
H&
M
requires
a brand
audit
because
they
are trying to shift their current reputation to
one
that is more
sustainable
and
have
recently
made a commitment to
using
only
recycled
or
sustainably sourced
materials
by
2030
(
H&M
, 2019)
.
Moreover
, consumer
preferences have
shifted dramatically
with
1
in
3
consumers
claiming to
have
stopped
purchasing
certain
brands
due to sustainability
concerns (
Deloitte
,
2021
). The
rationale
behind the audit is to critique
and
evaluate
how
authentically H&M
has
repositioned themselves,
in the
minds
of consumers. Moreover,
sources
of equity
,
flaws
and
areas of
improvement will
be discussed
.
To
better understand consumers' perceptions of
H
&M's
sustainability
initiatives
and
changes
in the
overall
brand
perception
,
we have outlined the plan for our
brand audit below
.
Both
primary
and
secondary research will be used to yield
a
robust evaluation
of
the
brand
. The goal of our primary research will be to measure brand
associations
using a
combination of qualitative and
quantitative methods
through an
administered survey
.
The
first
section of our
survey
will
gather
the
surveyor's
demographics
. Next,
the
survey will focus
on
where H&
M lies
on
a Brand Asset
Valuator Model (BAV)
using questions to evaluate
the
4
pillars
of
the
index
.
Part three
involves free association tasks
which
will help
determine the
words
associated
with
the H&M brand
.
Part four
of
the
survey will focus
on
brand
recognition
tasks
to
assess
the recognizability of H&M's
classic
and
newly
-
introduced
sub
-
brands
.
Finally
,
the
survey will conclude
with
questions surrounding purchase
intentions
,
using
scenarios
and
answers
will vary
from
a
scale of 1 to
10
of
how
likely
they
would purchase
from
H&
M. Follow
up
questions
will
determine
the rationale of
their
answers
based on
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and
/or
sustainability
.
price, quality
,
convenience
,
Works Cited
Abbas
,
A. (2021
,
October 19
)
Competitor
Strategies In Apparel
And Footwear
.
Euromonitor
International
.
https://www-portal-euromonitor-com.ezproxy.lib.ryerson.ca/portal/Analysis/Ta
Deloitte. (2021).
Sustainability
&
Consumer Behaviour
2021.
Deloitte United Kingdom
.
https://www2.deloitte.com/uk/en/pages/consumer-business/articles/sustainable-c
onsumer
.
html
.
H&
M. (2019,
March
18)
.
On the
way
towards
using
100
% sustainable
materials
.
H&M
Newsroom
.
https://about.hm.com/news/general-news-2019/on-the-way-towards-using-100--su
stainab
le-
materials.html
.
Keller
,
K.
L.
,
Parameswaran, A.,
&
Jacob
, I. (
2020
).
Strategic
Brand
Management:
Building
,
measuring
,
and managing brand
equity
.
Pearson
Education
Limited.
Shridhar
, A.
(2020
).
Understanding the
Path
to
Purchase
: 2020
Consumer Types.
Euromonitor
International
.
http://go.euromonitor.com/rs/805-KOK-719/images/wpConsumerTypes20.pdf?mkt_
tok=
ODA1LUtPSy03MTkAAAGAdxvbJYqWEYrZCVxnKsinukBZ0wToS3OVJKmb
kfDdV
xiYJ202LCn1CAdb3j031KRIasjqdArInBTn3zXfKveA_S1
-
IOgEeqwzJ4N4yJ_i4YucNP
k
.
Singal
, R.
(2020, September
20)
.
H&M Hennes &
Mauritz
AB
in Apparel And
Footwear
(
World)
.
Euromonitor
International
.
https://www-portal-euromonitor-com.ezproxy.lib.ryerson.ca/portal/analy
sis/tab
Tumblr
.
(2011,
September
23)
.
7
Students
Following
the Entry
of
H&
M
Into
Southeast Asia
[
web
log].
Retrieved
October
28
,
2021,
from
https://rumoursrtrue-blog.tumblr.com/post/10544922
355
.
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