Name: Damilola Odumosu Student ID: 20825867

Supervisor – Dr Knowledge Mposu

10/27/2011

Contents

1.0 Introduction 3

1.1 Research Aim 4

1.2 Objectives 4

2.0 Literature Sources 5

3.0 Research Methodology 9

3.1 Primary Research 9

3.2 Secondary Research 9

4.0 Dissertation Action Plan 10

5.0 Bibliography 11

2 | P a g e

1.0 Introduction

Branding is commonly mistaken to be advertising, however advertising ironically is

very much a major part of the branding process. Branding is an essential part of the

company, which is interwoven with the company’s heart and foundation of its identity.

Identity and advertising are interwoven with branding, but are used as a vehicle to

illustrate a specific brand and its message to a target audience.

This dissertation will be investigating Jack Wills Ltd, which is a mid-range British

clothing brand that targets university students as its main consumers. The fashion label

uses the brand and registered trademark "Jack Wills – University Outfitters" to reflect

the heritage and inspiration behind the brand. This study will be analysing the

directors, marketing team and the brand management team’s values and their branding

strategy. The analysis will also examine if these values are recognised and reflected at

branch level in Jack Wills stores. According to Integrity.co.uk, a brand programming

agency, “Enabling staff to appreciate brand values should increase the likelihood of

them better delivering the brand” (De Chernatony, 2010). The study will bring to light

brand strategy issues that may possibly not seen as major obstacles, which in truth

actually are, as no company is immune from loss of customers. In doing so, there are

theories and models that will be reviewed and used for conceptualisation of the brand

strategy, including concepts such as corporate image, vision and culture gaps, as

illustrated in Figure 1 below.

Fig 1: Image, Vision and Culture Gaps Model Source: Corporate Branding Tool Kit (Hatch and Schultz, 2001)

3 | P a g e

1.1 Research Aim

The purpose of this dissertation is to critically analyse the area of disconnect between

Jack Wills Ltd branding strategy and values and the actual practice of these values at the

Jack Wills stores.

1.2 Objectives

The main objectives of this dissertation will be:

To critically analyse the importance and effectiveness of Jack Wills Ltd’s

branding strategy in its clothing stores in the UK.

To critically examine why delivering brand values, not only to the consumer but

to the staff is crucial to Jack Wills Ltd maintaining a steady growth.

To assess employee motivation and the effectiveness in delivering brand value at

Jack Wills.

To critically analyse the challenges and barriers to the implementation of their

branding strategy and delivery of brand value, in ways that help to align it to Jack

Will Ltd’s image, vision and culture.

4 | P a g e

2.0 Literature Sources

This section presents an outline of the secondary sources carefully selected for use in

the dissertation, including their importance in critically analysing the issues under

investigation. These literature sources will include journal articles, text books, websites,

business reports and surveys.

2.1 Journal Article: Raggio, R and Leone, R. (2009). Drivers of brand value, estimation of

brand value in practice and use of brand valuation: Introduction to the special

issue. Journal of Brand Management. 17. P1-5.

Randel and Leone argue that frequently, brand equity, one potential driver of a

brand's value, is confused with a brand's financial value. Review of this article will

provide insights into why companies can falter in the current economic climate if their

brand values are not kept true.

2.2 Journal Article: Horton, A. (2007). Predicting Network Success. Brand Strategy.

215. p30-31.

Amy Horton discusses how analysis of social take up and quick response to

pattern formulation can predict a brands success. The article highlights the influence of

social media on organisations. This will help, in the case of Jack Wills Ltd, to see how it

may only take one disgruntled employee not to adhere to the brand values before

others can possibly follow suit.

2.3 Journal Article: Hosea, M. (2008). The Six Secret Strategies of Shopkeepers. Brand

Strategy. 227. p26-32.

This journal article discusses how spending has fallen due to customers

abstaining from luxuries, and analyses how retailers have developed effective

strategies to keep up sales despite the economic climate. This article will be important

to this dissertation as it will provide some suggestions to effective strategies that Jack

Wills can use to increase sales despite the recession.

5 | P a g e

2.4 Journal Article: Smith, S. (2007). Taking Pride in Your Work. Brand Strategy. 210.

p44-49.

This particular article will be the cornerstone of this dissertation. Smith (2007)

explains the importance of communication amongst employees, and the general

treatment of employees. There are various statistical data analysis techniques that will

assist in the analysis of data from the primary research to be carried out.

2.5 Text Book: Gladwell, M (2001). The Tipping Point, How Little Things Can Make a Big

Difference. United States: Little Brown.

The book seeks to explain and describe the sociological changes that mark

everyday life. The source also analyses the tipping point that transforms a phenomenon

into an influential trend, usually as a result of intervention of a number of influential

groups of people. The dissertation will look into this in more detail as there has to be

acknowledgement that influential characters can have a huge impact on the way brand

values are perceived in organisations.

2.6 Text Book: Collins, J and Porras, J (2005). Built to Last: Successful Habits of Visionary

Companies. 10th ed. United States: Harper Collins.

The book outlines the results of a six-year research project into what makes

enduring great companies. Two primary objectives for the authors’ research were: “to

identify underlying characteristics common to highly visionary companies” and “to

effectively communicate findings so they can influence management.” The source has

some case studies that will provide valuable insights on key concepts such as culture

and building organisational vision.

2.7 Text Book: Fallon, P and Senn, F (2006). Juicing the Orange, How to turn Creativity

into a Powerful Business Advantage. 2nd ed. United States: Harvard Business School.

This book provides some important and relevant case studies such as ‘United

Airlines and their fight for their brand voice.’ This is important to this study as it will

help to understand how Jack Wills Ltd’s brand strategy and values are aligned or not

with the company vision and culture.

6 | P a g e

2.8 Text Book: De Charnatony, L (2010). From Brand Vision to Brand Evaluation, The

Strategic Process of Growing and Strengthening Brands. 3rd ed. Oxford: Elsevier Ltd.

Part three is the heart of the book. Professor de Chernatony investigates the

seven stages of brand building in detail. He calls this part “Employing the Brand-

building Process”. He describes the importance and three components of a powerful

brand vision (envisioned future, brand purpose and brand values). He points out the

relevance of aligning brand and staff values and gives practical advice that Jack Wills Ltd

can benefit from.

2.9Text Book: Hendrikse, G (2003). Economics and management of organisations, Co-

Ordination, Motivation and Strategy. Maidenhead: McGraw Hill Education.

The books perspective examines themes that are central to the success of

businesses, such as motivating staff and the co-ordination of their business activities

and behaviours. Allowing this study to analyse staff behaviour at Jack Wills Ltd and the

main reason why they come to work.

2.10 Website: n/a. 2005. Measuring Employee Motivation. Available:

http://www.xperthr.co.uk/article/52097/measuringemployeemotivation.aspx?

searchword=staff+motivation. [Last accessed 26th Oct 2011]

There are many articles on xperthr that will be useful in this dissertation. This

article in particular accesses the link between employee motivation and business

success. As a result it is keen to know how motivated staff members are, and what

causes any lack of motivation. This will be vital in understanding the motivation of staff

members at ground level at the Jack Wills stores and also being able to come up with

solutions to combat any lack of motivation.

7 | P a g e

2.11 Website: Peacock, L. (2008). How to Improve Staff Morale and Motivation.

Available: http://www.xperthr.co.uk/article/89168/how-to-improve-staff-span-morale-

and-span-classhighlightmotivation.aspx?searchwords=staff+motivation. [Last accessed

26th Oct 2011].

This article analyses how can you keep staff engaged and boost morale during

the economic downturn. It touches on three main areas that challenge businesses today,

engagement, morale and benefits. It is important that Jack Wills Ltd is aware there are

solutions to underperforming staff members who suffer from a lack of motivation.

8 | P a g e

3.0 Research Methodology

3.1 Primary Research

Questionnaires are the most commonly used method of gathering information. I

will be using this method as it is a less expensive way to reach people within the

marketing and retail industry. Using this method will help to avoid biased opinions as

anonymity ensures more valid responses. There are disadvantages to this method

though. Open-ended questions can generate large amounts of data that can take a long

time to process and analyse. Also respondents may answer superficially especially if the

questionnaire takes a long time to complete. Potentially information can be collected

from a large portion of a group. This potential is not often realised, as returns from

questionnaires are usually low. Questionnaires are standardised so it is not possible to

explain any points in the questions that participants might misinterpret. This will be

solved by piloting the questions in focus groups with staff members at various London

Jack Wills stores but also brand management and marketing teams at the Head offices of

Jack Wills Ltd.

The information I sought to gather will include employee motivation, Jack Wills Ltd

beliefs and values and how it is portrayed right through the organisation. I will be able

to get the views of employees and come up with empirical evidence which may help Jack

Wills to improve their branding strategies and value positioning.

3.2 Secondary Research

The research will involve critical reviews of different literature sources that will

include journals, business reports, website articles and academic textbooks. These will

only be used to back up the primary research, providing evidence in order to come up

with solutions to any challenges that may arise from this study.

9 | P a g e

4.0 Dissertation Action Plan

It is important that this study is managed in a professional manner. In order to gather

the right amount of information there has to be organisation. Therefore Figure two

shows how the Dissertation will be handled in a gant chart format.

4.1 Action Plan (October 2011 – May 2012)

Task Oct2011

Nov2011

Dec2011

Jan2012

Feb2012

March2012

April2012

May2012

ExploratoryReading (Literature Review)Initial Write UpFocus Groups(Pilot study)Data Collection: QuestionnairesData Collection: InterviewsWrite upAnalysis of Results

Final Drafting of Dissertation

Figure 2: Action Plan

10 | P a g e

5.0Bibliography

1. Anon. (2005). Measuring Employee Motivation. Available:

http://www.xperthr.co.uk/article/52097/measuringemployeemotivation.aspx?

searchword=staff+motivation. [Last Accessed 26th Oct 2011]

2. Collins, J and Porras, J (2005). Built to Last: Successful Habits of Visionary

Companies. 10th ed. United States: Harper Collins.

3. De Charnatony, L (2010). From Brand Vision to Brand Evaluation, The Strategic

Process of Growing and Strengthening Brands. 3rd ed. Oxford: Elsevier Ltd.

4. Fallon, P and Senn, F (2006). Juicing the Orange, How to turn Creativity into a

Powerful Business Advantage. 2nd ed. United States: Harvard Business School.

5. Gladwell, M (2001). The Tipping Point, How Little Things Can Make a Big

Difference. United States: Little Brown.

6. Hendrikse, G (2003). Economics and management of organisations, Co-

Ordination, Motivation and Strategy. Maidenhead: McGraw Hill Education.

7. Horton, A. (2007). Predicting Network Success. Brand Strategy. 215. p30-31.

8. Hosea, M. (2008). The Six Secret Strategies of Shopkeepers. Brand Strategy. 227.

p26-32.

9. Peacock, L. (2008). How to Improve Staff Morale and Motivation. Available:

http://www.xperthr.co.uk/article/89168/how-to-improve-staff-span-morale-

and-span-classhighlightmotivation.aspx?searchwords=staff+motivation. [Last

accessed 26th Oct 2011].

10. Raggio, R and Leone, R. (2009). Drivers of brand value, estimation of brand value

in practice and use of brand valuation: Introduction to the special issue. Journal

of Brand Management. 17. P1-5.

11 | P a g e

11. Smith, S. (2007). Taking Pride in Your Work. Brand Strategy. 210. p44-49.

12 | P a g e