Sample Thesis Paper

Debenhams goes beyond the very name of the brand and highlights the characteristics of the brand in a manner in which the customers can relate to the brand. For instance, if a jacket was o be marketed, then instead of making the very jacket the centerpiece of the marketing presentation, Debenhams chooses to highlight the keywords pertaining to the jacket in the forefront. Keywords such as wit, humor, style and sexiness are common examples of characteristics that Debenhams highlights in its branding strategies. It can be inferred from this approach that Debenhams employs a highly adaptable branding strategy. By highlighting the key characteristics of the brand, Debenhams chooses to leave the road open for diversification that may be introduced in the brand in later stages. Debenhams believes in developing brand characteristics and building the image of the brand based on those characteristics.This brand development strategy is closely complimented by utilization of customer contact points that can have an influence on brand loyalty. One of the most significant of these customer contact points is the actual environment that hosts the brands for the consumer to browse through. It is imperative that factors ranging from the ambience that the consumer passively interacts with, to the sales staff that the consumer actively interacts with. All these factors are given prime importance and kept in the spotlight for their contribution to the development of the brand experience for the consumer.

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