"How has George at Asda brand/branding and image, increased over the last two years and help it become successful?"

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In Organisation Project

Topic:

"How has George at Asda brand/branding and image, increased over the last two years and help it become successful?"

Contents

Section Page No.

Chapter 1 - Introduction 1-5

Introduction 1

Rational 1-2

Other Areas looked at 2-3

Aims and Objectives 3-4

Conclusion/Probable Outcome 4

Timetable 5

Chapter 2 - Literature Review 6-13

Brand History 6

What is Branding? 6-7

What is the importance of branding to consumers? 8

The retail brand 9

* Own Labels 9

Image 10

Image as Reputation 10

Brand Relationships 11-12

5 Dimensions of Brand Image 13

Chapter 3 - Methodology 14

Chapter 4 - Secondary Evidence 14-17

Chapter 5 - Conclusion and Recommendations

Conclusion 17-18

Recommendations 18-19

References 20-21

Bibliography 22

Chapter 1 - Introduction

The task that has been assigned was to carry out research on a specific topic of interest and the purpose of this is to display a competence enough to carry out research in the future. In the first part of this assignment it will be shown that three topics were researched briefly in order to find a suitable topic of research that fit in with certain boundaries. These boundaries limited the topic choice due to the fact that there is a word limit of five thousand words which limits research to an extent and the other is the research used must be secondary research only. After this the researcher will look at the reason for the selection of the chosen topic and then the reasoning behind the discarding of the other two topics will be discussed. The assignment will go through various chapters, looking at the theory relating to the question, how the theory and research was gathered, the research that brought about the question and the information on it and finally concluding the assignment with suggestions for follow up research.

Rational

There were three topics that had been picked out and looked at briefly in order to find a sufficient topic of research. These were:

. Why has St. Mirren Football Club suffered such major financial problems?

2. The growth of Tesco supermarket chain?

3. How has George at Asda brand/branding and image, increased over the last two years and help it become successful?

Out of these three chosen subjects the researcher decided to research the third choice: How has George at Asda brand/branding and image, increased over the last two years and help it become successful?

The reasoning behind the choice was that the researcher has worked for the supermarket chain for a few years and has been interested by the success that was seen over the years with in the George department in Asda. It also has an academic connection as the researcher has a back ground in business and is currently studying a degree in Marketing.

The previous research carried out on this topic has shown a good amount of information available on this subject although most of it is from internet sources and newspapers due to the fact it is a relevantly new topic so published articles on this topic have been hard to find. Also reviewing different internet site although the information may be biased there has been an abundance of good review of the George clothing line.

"Marks & Spencer has been knocked off its pinnacle as Britain's biggest clothing retailer by Wal-Mart's supermarket Asda." (Terry Macalister, The Guardian, Monday August 23, 2004)

This article helped to demonstrate the growth of the brand of George at Asda and the success of George brand so far.

Other Areas looked at

The first of the two areas that was dismissed was "Why has St. Mirren Football Club suffered such major financial problems?" even though this subject is of great personal interest in the researcher the information availability of this particular topic was extremely poor. The only information that was found to be available was primary research which breaks the boundaries of the assignment. So it was deemed that is topic was unsuitable due to lack of information available to the researcher with the given boundaries.

The second of the two areas that was dismissed was "The growth of Tesco supermarket chain?" This topic was eliminated for quite a few reasons. Firstly the researcher found it hard to get into researching this topic due to at lack of interest in the topic. Although this is not important in an academic view it was felt that the researcher would struggle to form any real meaningful opinion on the topic. Secondly and the main reason for the dismissal of the topic was that it would be too difficult to research. It was found that this topic had a bad case of information overload and there was just too much information to look into. It would be difficult to keep within the Five thousand word limit; if the topic was to be researched properly it could not be done in such a small amount. Many web sites were looked at when investigating this topic and it was found that a lot of the information on Tesco's growth was by Tesco itself which makes the information biased and tints the value.

"Britain's biggest supermarket group Tesco has today reported third quarter sales growth of 17.5 per cent, figures which beat all analysts' forecasts and showed once again the ever widening gulf between Tesco and rivals such as Sainsbury and Safeway." (www.foodanddrinkeurope.com, 25/11/2003)

This quote is taken off a web site called foodanddrinkeurope.com and it is writing in am unbiased manner but it is going on facts that have been supplied by Tesco it's self which makes the information biased and of little use and this is what was mainly seen when researching this topic.

Aims and Objectives

Aim

It was decided that the question that would be use and researched was:

"How has George at Asda brand/branding and image, increased over the last two years and help it become successful?"

Objectives

* Gain an insight into a brief history of branding.

This is so it can be seen how branding came about and how it became what it is today

* What is branding?

Giving a definition of branding to help understand it

* What is the importance of branding to consumers?

This helps establish why consumers may choose the George Brand

* The Retail Brand

Exploring own labels

* The 5 dimensions of brand image (Foxall & Goldsmith,1994:61)

* The clothing and footwear sector

* The Build up in reputation of George at Asda in the last few years

Conclusion/Probable Outcome

The predicted outcome is that George at Asda's brand image has help establish a good quality of product but at a cheap enough price and has build them out so that they can compete with a high street market. Also that they have managed to shrug the image of traditional supermarket clothing and made it into a type of designer make in a way. It is also seen that the George clothing line is strong enough to stand alone with out the supermarket part in many places in the world.
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Month Early Mid Late

October

Start Brainstorming to generate initial ideas for topics.

Choose topics

Decide on three topics and research each to decide which is best.

Start devising aims and objectives

Finish off aims and objectives and choose topic for main research.

November

Gain feedback from tutor on aims and objective and start laying out dissertation.

Start adapting aims and objectives report to fit as chapter one.

Start writing main body chapter 2 literature review

Finish chapter 2 and start putting together secondary ...

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