Will the real Marks & Spencer's stand up? Searching for that winning brand
Abstract
Purpose
Reviews the latest management developments across the globe and pinpoints practical implications from cutting‐edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
An old saying warns us not to judge a book by its cover. When it comes to business organizations, however, that's precisely what many of us do. Consequently, brand image means almost everything and to a considerable extent influences what choices we make as consumers. It's hardly surprising, therefore, that companies routinely spend small fortunes on their marketing strategies. Cultivate an attractive brand image, target the right consumer groups and it's happy ever afters all round.
Practical implications
Provides strategic insights and practical thinking that have influenced some of the world's leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy‐to‐digest format.
Keywords
Citation
(2005), "Will the real Marks & Spencer's stand up? Searching for that winning brand", Strategic Direction, Vol. 21 No. 9, pp. 28-31. https://doi.org/10.1108/02580540510616692
Publisher
:Emerald Group Publishing Limited
Copyright © 2005, Emerald Group Publishing Limited