SampleProposal_H&M

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Humber College *

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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 .