Marks and Spencer have rebranded themselves with the new ‘Your M&S’ concept and have restyled their advertising campaigns (print, billboard & TV) with for example the successful Twiggy and friends adverts. This repositioning or change of brand image/identity has led to an upturn in fortune in the company in terms of revenue and customer base. The present study intends to evaluate the impact of these rebranding efforts on its customer relationships.The current paper aims to investigate the customer relationship marketing strategies of Marks and Spencer following its rebranding efforts. The main objective of the research is to allow a comprehension of the changes that had occurred among customers’ attitudes towards the brand. Both primary and secondary research data shall be used in accomplishing the following objectives of the paper:Following the decline in its profitability, the organisation, spearheaded by management, has undertaken a revisit of its branding efforts. Chief executive Stuart Rose has taken overall initiative in overhauling the brand; with this, there has been marked increase in profitability and increased trust from stakeholders, as attested to by the growing value of Marks and Spencer stock.In 2004, the new brand concept Your M& S has been launched. In September 12, 2005, they have featured their New Autumn range advertising campaign featuring Twiggy & friends. Following this in January 25, 2006 they have introduced their New Spring Collection catalogue featuring Twiggy. Shortly after in February 25, 2006 they have featured their New Spring/Summer range advertising campaign continuing with Twiggy (Marks & Spencer online, 2006).“Marks & Spencer has formulated a new. Using Relationship Marketing to Improve Customer Relations.
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