1) Title

What is the best way to sustain a retail brand in the European market today?


2) Abstract

Definition of sustainability is the ability maintain something at a certain rate or level. Discovering the key elements behind what makes a strong, sustainable brand is what I am going to base my report on, this will be done by looking at how a successful brand has fought to get its place at the top of it market area, and then is able to maintain that position. Possibly by comparing H&M (top European retail brand) to Woolworths a failed brand will enable me to gain a greater understanding of what is needed to sustain a brand.
Initially I will take apart and analyse a major brand organisation, and look at how it has been able to maintain its prestige in the commercial market it belongs to. Focusing on the commercial side of branding I feel I will be able to get a greater understanding of its target audience and how it compares to its competitors.

This report is aimed at those persons who already have a knowledge that a brand is more than the logo, and who is generally interested in expanding their knowledge of the area.
What do brands think about themselves? What do others think?

Key quotes:

“Sustaining a brand is all about using common sense, initiative, faith in, cost – awareness and teamwork.” (Ind, N. Living the Brand, 2nd Edition. Kogan Page limited. Pg164)

"Brands are the heart of business. They put a name, face and personality to a business, product or service. Yet brands are not solely the logo, tagline, or advertising - they are the sum of all experiences. Great companies make the brand the central organizing principle of the organization." Brand Glossary, front-page sleeve

When a brand gets it right, the brand becomes a value creation engine" page 3 The best retail Brands 2009, Interbrand

"Brand isn't just the logo, it's the physical real-time delivery of the promise your brand makes - an experience the consumer will undergo - shopping. When you walk into a store, you are entering a brand." Page 04. Lee Carpenter, CEO north America, Best retail brands 2009, Interbrand


3) Possible chapter headings


What makes a sustainable brand? - Note the key qualities a company needs to maintain a certain status (company ethos etc)

How the Brand effects the selling of the product (visa versa)?
How important is the brand as a factor of the oraganisation on how it is perceived by its consumers/ target audience.

Case Studies - Pick one major brand that has sustained a certain reputation throughout a long period of time then contrive with company who was unable to sustain its position within in the market in the current social, economic environment.
What are the key elements needed to sustain a brand? – maybe label the key points to creating a sustainable brand?

Conclusion
Relay the key points to sustaining a brand. 4) Action Plan
Interview those who have worked on the organizations I chose to focus the report on - such companies as Interbrand, Landor and Wolff Olins. – Look into relevant questions to ask them and do test runs. Case studies - take organisations both strong and week brands and look at how they do or do not sustain their brands. Look at sustainability of brands in economic, environmental and social terms (the three key elements of sustainability) Read reports on company brand values – how is this a major factor foir a brand to stick to in order for them to properly stick to their brand ethics, and maintain their position within the market.

Find relevant chapter within books of interest.

Find articles in magazines on branding – what is their tone of voice? Use this a reference as how to best convey the information in report. Look at relevant articles on Athens/ e-journals

Create an Appendix – a glossary of terms for those unfamiliar with branding terminology


5) Bibliography

Books

Olins, W. On Brand. Thames & Hudson, 2003

Heller, S and Vienne, V. Citizen Designer. Allworth Press, US. (August 2003)

Clifton, R and Simmons, J. Brands and Branding. The Economist, 2003

Clifton, R. Brands and Branding, Second Edition. The Economist, 2009

Clifton, R and Maughan, E. The Future of Brands. Macmillan Business, 2000

Bergstrom, B. Essentials of Visual Communication. Laurence King Publishing, 2008

Swystum, J. The Brand Glossary. Palgrave macmillan

Ind, N. Living the Brand, 2nd Edition. Kogan Page Limited 2004

Eelwood, I. The Essential Brand Book. Kogan Page , 2000

Lindstrom, M. Brand Sense. Kogan Page, 2005

Glossaries/ Reports

Interbrand. Best Retail Brands 2009. BusinessWeek

Interbrand. Best Global Brands 2008. (Sustainability and its impact on brand value, pg 12)

Films

Klusak, V. Czech Dream. Soda Pictures, 24 Oct 2005