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Asos and NEXT: an international brand management project

Aim

  • To conduct a critical assessment of Asos' and Next's signalling and positioning strategies 

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  • Compare each brand's signalling for controlled and uncontrolled media

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  • Compare the brands to each other

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  • Provide strategic recommendations to improve company's signalling and align controlled and uncontrolled source information

Analyses

Analyses conducted for both companies:

  • ​Brand elements assessment from controllable and uncontrollable media sources

  • Analysis of consistency between brand elements as well as between controllable and uncontrollable media

  • Evaluation of Next's brand architecture and user imagery

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Brands comparison:

  • Points of parity (POPs) and points of difference (PODs) between Next and Asos

  • POPs and PODs between Next and other brands in category

  • POPs and PODs between Asos and other brands in category

  • Brand architecture, characteristics and consistency comparison

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Further analyses:

  • How does Next and Asos make the target market think, feel, and behave?

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Recommendations

To resonate with Gen Z, NEXT should prioritise showcasing its ethical sourcing and sustainability efforts, which are highly valued by this demographic. While sustainability is highlighted in corporate reports, it needs to be more integrated into the brand's identity. Incorporating green elements into the logo could reinforce its eco-friendly positioning. NEXT can also elevate its marketing strategy by leveraging influencer partnerships, a tactic that aligns well with Gen Z's trust in social media influencers, as seen in ASOS’s success.

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For ASOS, partnering with fashion influencers and models who embody  expertise would strengthen its brand credibility. Furthermore, to expand its appeal, ASOS could introduce a "Timeless Basics" line, inspired by NEXT, offering versatile essentials that cater to a wider market.

Asos and Next Logos

Materials

POPs and PODs between Asos and Next

materials 1

Brand elements comparison

materials 2

Consistency between controllable brand elements of Asos

materials 3

Consistency between uncontrollable brand elements of Asos

materials 4

Consistency between controllable brand elements of Next

materials 5

Consistency between controllable brand elements of Next

materials 6

This project was developed to fulfil the requirements of an international brand management course as a part of International Strategic Marketing MSc. The assignment received the highest "A" mark.

The feedback is as follows.

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Assessment ILOs and aims addressed well:

  • Very good presentation.

  • Very good evidence of relevant additional reading.

  • A clear attempt to collect good, in depth and relevant data.

  • Very good justification of the choice of the companies to be analysed in more depth.

  • Clear and detailed explanation of the controllable and uncontrollable sources used.

  • Clear attempt to use relevant theoretical frameworks to analyse the way that the brands are positioned through the information in the controlled and uncontrolled web sites.

  • All elements (brand as a symbol, brand as a person, brand as a product, user and usage imagery) are very well explained and compared.

  • Good justifications on the understanding of the positioning and good link with the literature – without being too theoretical.

  • The brand architecture is considered and compared.

  • The identification of the POP and the POD is very good.

  • The brand stretching is clearly presented.

  • The way that consumers think, feel and act is addressed.

  • The feedback to the companies is very good.

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