Comparison of Branding Strategies of M&S and Primark

Brand Loyalty

Organizations focus more on developing differentiated brand images to attract their target customer group. The aim of this study is to compare and contrast the strategies of branding of two leading clothing retailers of the UK from the standpoint of marketing communications. This comparison will take place based on the brand equity model of Aaker.   

M&S uses the approach of rewarding more than spend. They consider customers as their members and provide rewards for every purchase. They think holistically and try to improve both store experience and online sales (Corporate.marksandspencer.com, 2019). It was found that the majority of their customers shop in one store that proves the success in building relationships. In contrast, Primark has increased brand loyalty through the provision of high standard retail experience to their customers. They positively encourage closeness with their customers that help them to know customers better. Just like M&S, Primark has also focused to improve both the online and offline purchasing experience of customers, which has increased their loyalty (Primark.com, 2021). They spend less on advertising, rather large, open, and glass-fronted stores help to attract customers and increase loyalty.

Brand Awareness

M&S has used the power of designing logos in terms of enhancing brand awareness. It has changed its logo several times along with maintaining its heritage, to make it clear for its target customers that this company believes in positive change, continuous growth, and innovation. It has also taken initiatives to reevaluate the meaning of values to its customers (Marksandspencer.com, 2021). On the other hand, Huang and Sarigöllü (2014) have mentioned that brand awareness can be enhanced through innovative marketing strategies. Primark has focused on innovative marketing to enhance brand awareness. This company believes in maintaining uniqueness in terms of developing marketing ideas. For example, it has launched an emoji keyboard as its unique marketing style (Dach and Allmendinger, 2014). It has also launched new identities for different brands in terms of packaging style and logo.       

Perceived Quality

M&S applies diligent quality management systems by engaging its suppliers. It applies this based on a precautionary principle by conducting different on-site audits and testing the product. They sell products by maintaining quality and social standards. This helps them to gain a distinguished position among target customers. This firm has also implemented a sustainable clothing plan for reducing the use of resources while making products (Marksandspencer.com, 2021). In comparison, Primark has also implemented the strategy of on-site audits before making any agreement with the suppliers. This helps them to provide the perceived quality to customers (Primark.com, 2021). Ethical and environmental standards are also maintained and communicated to the customers to gain their support. However, many contradict the view given by this company as they say that Primark offers poor quality products for keeping their price low.

Brand Awareness

Brand Associations

Brand associated helps in creating the reasons to purchase products of the concerned brand. As stated by Severi and Ling (2015), it also helps to create barriers for competitors and helps in maintaining a differentiated market position. Primark mainly develops TV adverts and YouTube advertising to reach the brain of their target customers of all ages (Dach and Allmendinger, 2014). Moreover, through its competitive pricing strategy and ability to motivate buyers, it has successfully positive attitude of customers towards their brand.  On the other hand, M&S has focused more on developing and employing a brand differentiation strategy in terms of brand association (Gill and Broderick, 2014). Besides TV adverts, this brand has focused on innovation in terms of product design and developing marketing content to create and earn positive responses from the customers.

Other Proprietary

The more a firm has proprietary assets, the greater the brand achieves a competitive edge (Roy, 2013). These assets include intellectual property rights that help to protect different original works and assets. Primark has protected its website, name, and logo, which has helped them to create a unique image among their customers. In comparison, M&S has also protected their website, social networking sites and other IP assets under the IP laws. Primark has a history of poor trade relations with suppliers as they frequently drop suppliers, which differ from M&S, as they maintain good and long-term relations with different trading partners.  

Hence, developing and maintaining brand equity helps organizations to achieve business goals within minimum time. Both Primark and M&S have well-designed plans for focusing on each segment mentioned in the brand equity model of Aaker. Moreover, it becomes easier to remain potent of being the first choice among the target customer groups.

Reference list

Corporate.marksandspencer.com (2019), Annual report, Available at:  https://corporate.marksandspencer.com/documents/msar-2019/strategic-report.pdf [Accessed on 12th March 2021]

Dach, L. and Allmendinger, K., 2014. Sustainability in Corporate Communications and its Influence on Consumer Awareness and Perceptions: A study of H&M and Primark. Procedia-Social and Behavioral Sciences, 130, pp.409-418.

Gill, D. and Broderick, A., 2014. Brand Heritage and CSR Credentials: A Discourse Analysis of M&S Reports. In Communicating Corporate Social Responsibility: Perspectives and Practice. Emerald Group Publishing Limited.

Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion branding and consumer behaviors (pp. 113-132). Springer, New York, NY.

Marksandspencer.com (2021), Product quality, Available at:  https://corporate.marksandspencer.com/sustainability/clothing-and-home/product-standards [Accessed on 12th March 2021]

Primark.com (2021), Primark products, Available at:  https://www.primark.com/en/primark-cares/how-primark-keeps-prices-low [Accessed on 12th March 2021]

Romaniuk, J. and Nenycz-Thiel, M., 2013. Behavioral brand loyalty and consumer brand associations. Journal of Business Research, 66(1), pp.67-72.

Roy, D., 2013. Intellectual property strategy for competitive advantage. International Journal of Intellectual Property Management, 6(1-2), pp.36-61.

Severi, E. and Ling, K.C., 2013. The mediating effects of brand association, brand loyalty, brand image and perceived quality on brand equity. Asian Social Science, 9(3), p.125.