Dissertation Proposal

Name: Damilola Odumosu Student ID: 20825867

Title Brand Strategy and Brand Values Supervisor Dr Knowledge Mposu
10/27/2011

Contents

1.0

Introduction

1.1

Research Aim

1.2

Objectives

2.0

Literature Sources

3.0

Research Methodology

3.1

Primary Research

3.2

Secondary Research

4.0

Dissertation Action Plan

10

5.0

Bibliography

11

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1.0 Introduction

Branding is commonly mistaken to be advertising, however advertising ironically is very much a major part of the branding process. Branding is an essential part of the company, which is interwoven with the company s heart and foundation of its identity. Identity and advertising are interwoven with branding, but are used as a vehicle to illustrate a specific brand and its message to a target audience.

This dissertation will be investigating Jack Wills Ltd, which is a mid-range British clothing brand that targets university students as its main consumers. The fashion label uses the brand and registered trademark "Jack Wills University Outfitters" to reflect

the heritage and inspiration behind the brand. This study will be analysing the directors, marketing team and the brand management team s values and their branding strategy. The analysis will also examine if these values are recognised and reflected at branch level in Jack Wills stores. According to Integrity.co.uk, a brand programming agency, Enabling staff to appreciate brand values should increase the likelihood of them better delivering the brand (De Chernatony, 2010). The study will bring to light brand strategy issues that may possibly not seen as major obstacles, which in truth actually are, as no company is immune from loss of customers. In doing so, there are theories and models that will be reviewed and used for conceptualisation of the brand strategy, including concepts such as corporate image, vision and culture gaps, as illustrated in Figure 1 below.

Fig 1: Image, Vision and Culture Gaps Model Source: Corporate Branding Tool Kit (Hatch and Schultz, 2001)

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1.1 Research Aim

The purpose of this dissertation is to critically analyse the area of disconnect between Jack Wills Ltd branding strategy and values and the actual practice of these values at the Jack Wills stores.

1.2 Objectives

The main objectives of this dissertation will be:

To critically analyse the importance and effectiveness of Jack Wills Ltd s branding strategy in its clothing stores in the UK.

To critically examine why delivering brand values, not only to the consumer but to the staff is crucial to Jack Wills Ltd maintaining a steady growth.

To assess employee motivation and the effectiveness in delivering brand value at Jack Wills.

To critically analyse the challenges and barriers to the implementation of their branding strategy and delivery of brand value, in ways that help to align it to Jack Will Ltd s image, vision and culture.

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2.0 Literature Sources This section presents an outline of the secondary sources carefully selected for use in the dissertation, including their importance in critically analysing the issues under investigation. These literature sources will include journal articles, text books, websites, business reports and surveys.

2.1 Journal Article: Raggio, R and Leone, R. (2009). Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue. Journal of Brand Management. 17. P1-5. Randel and Leone argue that frequently, brand equity, one potential driver of a brand's value, is confused with a brand's financial value. Review of this article will provide insights into why companies can falter in the current economic climate if their brand values are not kept true.

2.2 Journal Article: Horton, A. (2007). Predicting Network Success. Brand Strategy. 215. p30-31. Amy Horton discusses how analysis of social take up and quick response to pattern formulation can predict a brands success. The article highlights the influence of social media on organisations. This will help, in the case of Jack Wills Ltd, to see how it may only take one disgruntled employee not to adhere to the brand values before others can possibly follow suit.

2.3 Journal Article: Hosea, M. (2008). The Six Secret Strategies of Shopkeepers. Brand Strategy. 227. p26-32. This journal article discusses how spending has abstaining from luxuries, and fallen due to customers

analyses how retailers have developed effective

strategies to keep up sales despite the economic climate. This article will be important to this dissertation as it will provide some suggestions to effective strategies that Jack Wills can use to increase sales despite the recession.

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2.4 Journal Article: Smith, S. (2007). Taking Pride in Your Work. Brand Strategy. 210. p44-49. This particular article will be the cornerstone of this dissertation. Smith (2007) explains the importance of communication amongst employees, and the general treatment of employees. There are various statistical data analysis techniques that will assist in the analysis of data from the primary research to be carried out.

2.5 Text Book: Gladwell, M (2001). The Tipping Point, How Little Things Can Make a Big Difference. United States: Little Brown. The book seeks to explain and describe the sociological changes that mark everyday life. The source also analyses the tipping point that transforms a phenomenon into an influential trend, usually as a result of intervention of a number of influential groups of people. The dissertation will look into this in more detail as there has to be acknowledgement that influential characters can have a huge impact on the way brand values are perceived in organisations.

2.6 Text Book: Collins, J and Porras, J (2005). Built to Last: Successful Habits of Visionary Companies. 10th ed. United States: Harper Collins. The book outlines the results of a six-year research project into what makes enduring great companies. Two primary objectives for the authors research were: to identify underlying characteristics common to highly visionary companies and to effectively communicate findings so they can influence management. The source has

some case studies that will provide valuable insights on key concepts such as culture and building organisational vision.

2.7 Text Book: Fallon, P and Senn, F (2006). Juicing the Orange, How to turn Creativity into a Powerful Business Advantage. 2nd ed. United States: Harvard Business School. This book provides some important and relevant case studies such as United Airlines and their fight for their brand voice. This is important to this study as it will help to understand how Jack Wills Ltd s brand strategy and values are aligned or not with the company vision and culture.

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2.8 Text Book: De Charnatony, L (2010). From Brand Vision to Brand Evaluation, The Strategic Process of Growing and Strengthening Brands. 3rd ed. Oxford: Elsevier Ltd. Part three is the heart of the book. Professor de Chernatony investigates the seven stages of brand building in detail. He calls this part Employing the Brandbuilding Process . He describes the importance and three components of a powerful brand vision (envisioned future, brand purpose and brand values). He points out the relevance of aligning brand and staff values and gives practical advice that Jack Wills Ltd can benefit from.

2.9Text Book: Hendrikse, G (2003). Economics and management of organisations, CoOrdination, Motivation and Strategy. Maidenhead: McGraw Hill Education. The books perspective examines themes that are central to the success of businesses, such as motivating staff and the co-ordination of their business activities and behaviours. Allowing this study to analyse staff behaviour at Jack Wills Ltd and the main reason why they come to work.

2.10

Website:

n/a.

2005.

Measuring

Employee

Motivation.

Available:

http://www.xperthr.co.uk/article/52097/measuringemployeemotivation.aspx?searchwor d=staff+motivation. [Last accessed 26th Oct 2011] There are many articles on xperthr that will be useful in this dissertation. This article in particular accesses the link between employee motivation and business success. As a result it is keen to know how motivated staff members are, and what causes any lack of motivation. This will be vital in understanding the motivation of staff members at ground level at the Jack Wills stores and also being able to come up with solutions to combat any lack of motivation.

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2.11 Website: Peacock, L. (2008). How to Improve Staff Morale and Motivation. Available: http://www.xperthr.co.uk/article/89168/how-to-improve-staff-span-morale-and-spanclasshighlightmotivation.aspx?searchwords=staff+motivation. [Last accessed 26th Oct 2011]. This article analyses how can you keep staff engaged and boost morale during the economic downturn. It touches on three main areas that challenge businesses today, engagement, morale and benefits. It is important that Jack Wills Ltd is aware there are solutions to underperforming staff members who suffer from a lack of motivation.

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3.0 Research Methodology

3.1 Primary Research Questionnaires are the most commonly used method of gathering information. I will be using this method as it is a less expensive way to reach people within the marketing and retail industry. Using this method will help to avoid biased opinions as anonymity ensures more valid responses. There are disadvantages to this method though. Open-ended questions can generate large amounts of data that can take a long time to process and analyse. Also respondents may answer superficially especially if the questionnaire takes a long time to complete. Potentially information can be collected from a large portion of a group. This potential is not often realised, as returns from questionnaires are usually low. Questionnaires are standardised so it is not possible to explain any points in the questions that participants might misinterpret. This will be solved by piloting the questions in focus groups with staff members at various London Jack Wills stores but also brand management and marketing teams at the Head offices of Jack Wills Ltd.

The information I sought to gather will include employee motivation, Jack Wills Ltd beliefs and values and how it is portrayed right through the organisation. I will be able to get the views of employees and come up with empirical evidence which may help Jack Wills to improve their branding strategies and value positioning.

3.2 Secondary Research The research will involve critical reviews of different literature sources that will include journals, business reports, website articles and academic textbooks. These will only be used to back up the primary research, providing evidence in order to come up with solutions to any challenges that may arise from this study.

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4.0 Dissertation Action Plan

It is important that this study is managed in a professional manner. In order to gather the right amount of information there has to be organisation. Therefore Figure two shows how the Dissertation will be handled in a gant chart format.

4.1 Action Plan (October 2011 May 2012) Task Exploratory Reading (Literature Review) Initial Write Up Focus Groups (Pilot study) Data Collection: Questionnaires Data Collection: Interviews Write up Analysis of Results Final Drafting of Dissertation Figure 2: Action Plan Oct Nov 2011 2011 Dec 2011 Jan 2012 Feb 2012 March 2012 April 2012 May 2012

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5.0 Bibliography 1. Anon. (2005). Measuring Employee Motivation. Available:

http://www.xperthr.co.uk/article/52097/measuringemployeemotivation.aspx?s earchword=staff+motivation. [Last Accessed 26th Oct 2011]

2. Collins, J and Porras, J (2005). Built to Last: Successful Habits of Visionary Companies. 10th ed. United States: Harper Collins. 3. De Charnatony, L (2010). From Brand Vision to Brand Evaluation, The Strategic Process of Growing and Strengthening Brands. 3rd ed. Oxford: Elsevier Ltd. 4. Fallon, P and Senn, F (2006). Juicing the Orange, How to turn Creativity into a Powerful Business Advantage. 2nd ed. United States: Harvard Business School. 5. Gladwell, M (2001). The Tipping Point, How Little Things Can Make a Big Difference. United States: Little Brown. 6. Hendrikse, G (2003). Economics and management of organisations, CoOrdination, Motivation and Strategy. Maidenhead: McGraw Hill Education.

7. Horton, A. (2007). Predicting Network Success. Brand Strategy. 215. p30-31.

8. Hosea, M. (2008). The Six Secret Strategies of Shopkeepers. Brand Strategy. 227. p26-32. 9. Peacock, L. (2008). How to Improve Staff Morale and Motivation. Available: http://www.xperthr.co.uk/article/89168/how-to-improve-staff-span-moraleand-span-classhighlightmotivation.aspx?searchwords=staff+motivation. accessed 26th Oct 2011]. [Last

10. Raggio, R and Leone, R. (2009). Drivers of brand value, estimation of brand value in practice and use of brand valuation: Introduction to the special issue. Journal of Brand Management. 17. P1-5.
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11. Smith, S. (2007). Taking Pride in Your Work. Brand Strategy. 210. p44-49.

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