MKT539 BRAND MANAGEMENT

Start 01

COMPANY BRAND
ANALYSIS
INTAN KHAIRUNNISA BINTI
Prepared for : MADAM NOR SARA NADIA Prepared by :
MOHAMAD PUZI (2023388481)
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CONTENT
INTRODUCTION VISION & MISSION BRM APPLICATION

PROBLEM AND
CONCLUSION
SOLUTION
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INTRODUCTION
The Swedish clothes store chain H&M, whose name stands for Hennes & Mauritz AB, has
stores all over the world. Since its start by Erling Person in 1947, it has grown to
become one of the biggest clothing stores in the world. H&M is known for selling
trendy clothes at low prices for men, women, teens, and kids.

Men, women, boys, and girls of all ages can buy clothes, shoes, accessories, and
cosmetics at H&M. Their selection includes everything from casual to work clothes,
athletic wear to sets with holiday themes. Collaborating with well-known designers,
celebrities, and other brands by H&M makes special collections that people really
want.
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VISION & MISSION

H&M's vision is to lead the way in making H&M's mission is to make fashion
fashion circular and climate positive accessible and enjoyable for everyone.
while championing fairness and equality. They achieve accessibility through
They aim to drive industry-wide affordable pricing and a fast fashion
sustainability, innovate in manufacturing, strategy, making stylish clothing
and promote the use of environmentally available to a broader audience. The
friendly materials. H&M actively pursues brand focuses on providing elegant and
these goals through a comprehensive comfortable attire that appeals to a
change-making program involving all diverse market, including men, women,
aspects of its business, from design to and children. With a global presence in
partnerships, with the aim of creating a over 70 countries, H&M embraces
more sustainable and equitable fashion inclusivity and diversity in its fashion
future. offerings, ensuring that fashion is for all.
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BRM
APPLICATION
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ANALYSIS 6 BRAND BUILDING BLOCK OF BRM

SALIENCE PERFORMANCE

IMAGERY JUDGEMENTS

FEELINGS RESONANCE
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BRAND SALIENCE
H&M's logo features the letters "H" and "M" in a
square, embracing a minimalist and modern style.

While the design is straightforward, H&M has not

officially revealed any specific symbolic meanings
behind the logo. It primarily serves as a visually
distinctive representation of the brand.

LOGO
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DEPTH OF BRAND AWARENESS

H&M is a well-known and easy-to-recognize name because it has stores all over the world. The
business spends a lot of money on advertising and marketing, and they use both standard and
social media to reach a wide range of people. H&M is known for selling trendy clothes at low
prices, and this appeals to a wide range of people. The brand's good reputation comes from
working with artists, going to fashion events, and being committed to sustainability. People know
a lot about H&M because it has a strong online presence and stores that are easy to get to. It is still
a major player in the fashion business.

BREADTH OF BRAND AWARENESS

H&M is known by many people all over the world. They have lots of stores in different countries,
and many folks recognize their brand. H&M uses ads on TV, online, and social media to make sure a
lot of different people know about them. People like H&M because their clothes are stylish and not
too expensive. They also work with designers, go to big fashion events, and care about being eco-
friendly, which makes more people like them. H&M is not just in stores – you can buy their clothes
online too, so it's easy for many people to know and shop with them.
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BRAND PERFORMANCE
GLOBAL EXPANSION AND REVENUE GROWTH AND
MARKET LEADERSHIP MARKET ADAPTABILITY

H&M is a major player in the clothing business because With a 7% rise in sales from 2007 to the fiscal year ending in
it has stores in 38 countries and is known as a great November 2010, H&M's strong market position is clear from its
clothing brand. Even though H&M doesn't have as financial success. The company is able to react to different
many stores as big stores like Wal-Mart, it fights very markets thanks to its creative approach, which includes
well and is the leader in the clothing market. The changing its product mix to fit local tastes. The steady rise in
company's plans to open shops in more countries, like sales, especially in the Euro zone, which is H&M's biggest
Israel, Lebanon, Russia, and South Korea, show that it market, shows that the company is financially stable and can
wants to increase its market share. The company's make money from its main products, which are clothes and
resilience and strategic strength are shown by its makeup. Because the company is financially strong, it can
ability to grow and keep a strong market place, even open new stores without having to worry about money
during tough economic times like the 2008 recession. problems. This is a good sign for future growth.
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BRAND IMAGERY
The H&M name is often linked to trendy clothes that are easy to get. A
lot of people know the name for making stylish clothes that are also
affordable for a wide range of people. The pictures often give off a
modern, young, and welcoming vibe, which shows how a wide range of
people like to dress. People think of H&M as a fashion-forward and
creative brand because they work with designers and take part in big
fashion events. The company's dedication to sustainability also gives it a
more responsible look, which appeals to people who care about the
environment. Whether it's in-store displays, marketing materials, or the
company's website, H&M's brand images always show that the company
cares about staying on style and offering a wide range of affordable
clothes.
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BRAND JUDGEMENTS
Trendy & Affordable

People often view H&M positively for its trendy and affordable clothing,
allowing them to stay fashionable without spending too much. Quality
is another aspect, with consumers forming opinions on the durability
and craftsmanship of H&M products. The brand's commitment to ethical
and sustainable practices, including eco-friendly materials and fair
labor, influences judgments. H&M's overall image, reputation, and
efforts in inclusivity and diversity also play a role in shaping consumer
perceptions. It's essential to note that these judgments are subjective
and may evolve over time based on the brand's actions and market
dynamics.
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BRAND FEELINGS
EXCITEMENT JOY

H&M often evokes a sense of excitement The affordability of H&M's products can
and trendiness. Customers may feel a sense create a feeling of joy among customers.
of thrill or anticipation when shopping at The ability to stay stylish and on-trend
H&M, as the brand is known for its ability to without breaking the bank can generate a
quickly incorporate the latest fashion trends sense of satisfaction and happiness,
into its collections. contributing to a positive emotional
association with the brand.
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BRAND RESONANCE

H&M, or Hennes & Mauritz, is a global fashion leader with a strong

brand resonance. The brand offers inexpensive, trendy apparel in a
wide range of styles. Through collaborations with designers and
influencers, H&M stays ahead of fashion trends and appeals to a wide
audience. Diversity and inclusivity in its advertising and apparel
collections set H&M distinct, giving customers a sense of belonging. As
ethical fashion becomes increasingly popular, the brand has adopted
sustainable practises and materials. H&M's global presence and strong
digital engagement have made it a trusted and go-to destination for
fashion fans seeking affordability, trendiness, and conscientious
choices.
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PROBLEM
&
SOLUTION
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PROBLEM
E-Commerce Competition

E-commerce has made things very hard for big stores like H&M that have been
around for a long time. People's preference for shopping online has changed
the way stores work, and now customers want a smooth digital experience.
Companies like ASOS use advanced technologies, a global reach, and the ability
to quickly change to new trends as examples of e-commerce platforms. As an
example, ASOS has done a great job of offering a wide range of fashion items
with a focus on quick fashion changes and quick shipping around the world. This
success shows how flexible and easy-to-use online tools are. Traditional stores
like H&M have to deal with this digital transformation, which means they have to
make smart investments in their online presence, integrate new technologies,
and make a commitment to meeting the changing needs of customers who value
the ease and accessibility of online shopping more and more.
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SOLUTION
E-Commerce Competition

As an e-commerce company, H&M can do some things to deal with common

problems. Firstly, they should make it easier for people to shop online by
making their website and app better. Additionally, they can link the online and
offline experiences so customers can buy online and pick up in-store. Artificial
intelligence (AI) can help make online shopping more personal. The fashion
industry needs H&M to be quick to make and deliver new trends. Using social
media to promote the brand and working with influential people will help it get
more attention. Using marketing that stresses their commitment to sustainability
will bring in customers who care about the environment. H&M should have a
solid plan for selling online around the world, like working with well-known
online retail sites. By doing these things, H&M will be able to stay competitive
and meet the needs of online shoppers while still staying true to their values of
producing stylish clothes at low prices.
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CONCLUSION
The rise of e-commerce has made things very hard for well-
known stores like H&M, which needs to change its strategy
to keep up with how people's tastes are changing. ASOS is a
great example of an e-commerce success story that shows
how important it is to be flexible, use technology well, and
have a global view. To solve common e-commerce problems,
H&M should focus on optimising its website and app,
combining online and offline experiences, using AI for
personalised shopping, and staying flexible to adapt to
fashion trends that change quickly. Engagement on social
media, partnerships with influencers, and a commitment to
sustainability are seen as important ways to keep a business
visible and bring in eco-friendly customers. To stay
competitive and keep its promise to offer stylish clothes at
low prices, H&M needs a strong global online sales strategy.
One way to do this could be to work with well-known online
shopping sites.