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    Brand Management Report

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    Adrija
    This document summarizes information about the clothing brand H&M. It provides a timeline of key events in H&M's history from 1947 to present day, including the opening of their first store in Sweden, expansion across Europe and globally, designer collaborations, and growth of their brand portfolio through acquisitions. Tables also evaluate H&M as a brand based on criteria like delivering desired benefits to consumers, brand consistency, positioning, and marketing strategy. Additional sections include brand canvases and frameworks analyzing H&M's brand equity, storytelling, and positioning.

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    Brand Management Report

    Uploaded by

    Adrija
    12 views9 pages
    This document summarizes information about the clothing brand H&M. It provides a timeline of key events in H&M's history from 1947 to present day, including the opening of their first store in Sweden, expansion across Europe and globally, designer collaborations, and growth of their brand portfolio through acquisitions. Tables also evaluate H&M as a brand based on criteria like delivering desired benefits to consumers, brand consistency, positioning, and marketing strategy. Additional sections include brand canvases and frameworks analyzing H&M's brand equity, storytelling, and positioning.

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    BRAND MANAGEMENT REPORT (1)

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    This document summarizes information about the clothing brand H&M. It provides a timeline of key events in H&M's history from 1947 to present day, including the opening of their first store in Sweden, expansion across Europe and globally, designer collaborations, and growth of their brand portfolio through acquisitions. Tables also evaluate H&M as a brand based on criteria like delivering desired benefits to consumers, brand consistency, positioning, and marketing strategy. Additional sections include brand canvases and frameworks analyzing H&M's brand equity, storytelling, and positioning.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    12 views9 pages

    Brand Management Report

    Uploaded by

    Adrija
    This document summarizes information about the clothing brand H&M. It provides a timeline of key events in H&M's history from 1947 to present day, including the opening of their first store in Sweden, expansion across Europe and globally, designer collaborations, and growth of their brand portfolio through acquisitions. Tables also evaluate H&M as a brand based on criteria like delivering desired benefits to consumers, brand consistency, positioning, and marketing strategy. Additional sections include brand canvases and frameworks analyzing H&M's brand equity, storytelling, and positioning.

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    You are on page 1of 9

    REPORT ON FAVOURITE BRAND

    SUBMITTED TO Dr. Tanmoy DE

    SUBMITTED BY Shubhangi Singh

    PRN 22021141108

    BRAND H&M

    WORLD CLASS BRAND


    TIMELINE

    YEAR EVENTS

    1947 The first store opens in Vasteras, Sweden, selling women’s clothing. The store is called Hennas.

    1952 Hennes opens in Stockholm

    1964 The first store outside Sweden opens in Norway

    1968 1968 The name is changed to Hennes & Mauritz. This is the start of sales of men’s and
    children’s clothing.

    1974 H&M is listed on the Stockholm Stock Exchange.

    1976 The first store outside Scandinavia opens in London.

    1980s Stores open in Germany and the Netherlands. H&M acquires the mail order company Rowells.

    1998 First store opens in France, and the business takes its first steps in ecommerce.

    2000 The first H&M stores in the US and Spain open in the year 2000. In subsequent years H&M
    opens in more European markets.

    WORLD CLASS BRAND


    2004 H&M’s designer collaborations start with Karl Lagerfeld, to be followed by collaborations with
    some of the world’s biggest designers and fashion icons.

    2006 The first ever franchise for the company opens in Dubai, United Arab Emirates, closely
    followed by a store opening in Kuwait City, Kuwait.

    2007 H&M enters East Asia with Kylie Minogue opening the flagship Hong Kong store. Cos
    launches.

    2008 H&M takes a 60% share of fashion firm FaBric Scandanavian AB and acquires brands
    Weekday, Monki and Cheap Monday.

    2010 The first H&M Conscious Collection is launched, made with sustainable materials such as
    organic cotton and recycled polyester. Store number 2,000 opens in Osaka, Japan

    2013 2013 Launch of fashion brand & Other Stories. H&M opens its online store in the US.

    2014 Launch of the first denim garments made using recycled fibres from H&M’s Garment

    2015– The h&m Foundation announces the Global Change Award, supporting and encouraging
    2016 innovation for a more circular fashion industry. Launch of the new H&M Beauty concept. Eight
    new H&M markets are added, including India, South Africa and New Zealand, and the h&m
    online store opens in a further 21 markets.

    2017 New brand ARKET is launched. H&M celebrates its 70th birthday and opens eight new online
    markets as well as its first stores in Kazakhstan, Colombia, Iceland, Vietnam and Georgia.

    WORLD CLASS BRAND


    REPORT CARD

    YOUR BRAND SCORE

    Delivers benefits consumers truly desire You identify key desires in your 6
    market and create an engaging experience for consumers based on them.
    Stays relevant Elements of the brand, such as imagery or the type of person
    who uses it, and the perception of the brand as a whole, are modified to fit 7
    the times.
    Is priced based on consumers’ perception of the brand’s value The nature
    of the product in the customer’s mind (premium vs. household staple) 7
    influences the price.
    Is consistent Marketing communications don’t send conflicting or confusing
    messages over time? 5

    Fits sensibly into your brand portfolio Brands work logically together, with
    minimal conflict and overlap in market segments and consumers. 6

    Has an integrated marketing strategy All marketing activities and channels


    consistently communicate the same message about the brand. 7

    Has meanings that managers understand Managers know consumers’


    different perceptions, beliefs, attitudes, and behaviors associated with the 6
    brand.
    Receives sustained support You consistently invest to ensure consumers
    have the proper awareness and strong, favorable, and unique associations 7
    with the brand in their memory
    Is constantly monitored You use a formal brand equity tracking system,
    such as in-depth brand audits and ongoing brand-tracking studies 4

    Is properly positioned It clearly communicates its similarities and


    differences from competing brands. 6

    Score 61

    WORLD CLASS BRAND


    BRAND CANVAS

    WORLD CLASS BRAND


    CBBE PYRAMID

    WORLD CLASS BRAND


    BRAND STORYTELLING CANVAS

    WORLD CLASS BRAND


    BRAND POSITIONING STATEMENT

    WORLD CLASS BRAND


    BRAND STORY CANVAS

    WORLD CLASS BRAND

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