This
study revolves around examining whether the Marks and Spencer
brand can be extended onto new
products and services. In order to carry this out, the
paper first examines the current state of knowledge and theory in the field of brand extension,
defines the Marks and Spencer brand in the company's own terms, and defines the brand from the general public's perspective. Finally, the paper reconciles the two points of view in order to evaluate the possibility of extending the brand onto a selection of proposed products and services. Table of Contents Introduction Background Statement of the Problem/Research Question Purpose of the Study Importance of the Study Scope of the Study Rationale for the Study Objectives for the Study Limitations of the Study Overview of the Study Review of Related Literature Methodology Research Design Data Analysis ANALYSIS OF THE DATA 40 Summary, Conclusions, Recommendations
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