The Elements of the Elaboration Likelihood Model - Essay Example

To begin with, Asda is a chain of supermarkets in the United Kingdom that began as a subsidiary to Wal Martin in 1999. In recent times, it has come to occupy the position of the second-largest chain in the UK after TESCO. Asda is owned by Wal Mart and it consists of 37 supermarkets, 5 Asda Living stores, 10 George Clothing Stores, and 24 depots. To this effect, it makes use of 150,000 employees in all of its 340 units. (www.wikipedia.com) With the Asda Public Campaigns becoming huge successes, the chain retains a 16.

8% market share as of February 2007. This is second only to TESCO which has a 31.4% share. Its closest competitor is Sainsbury which follows at 16.5%. (www.wikipedia.com) Besides promoting itself as the lowest price supermarket by remaining loyal to the Advertising Standards Agency, Asda has paid special attention to its clothing line that goes by name of George. The marketing and branding features that have been related to this brand in the last two years are as follows: This paper aims to study the changes made by George clothing as far as branding and brand image are concerned, in the past two years, with a focus on measuring the success of the same.

This will be studied from various aspects like the conception of brand image, and others, to measure the same on various counts. The methodology used in this case is that of the Elaboration Likelihood. To become a more global brand, it has marketed its clothes in Mexico, UK, Canada, Argentina, Japan, and the US. It has launched various new categories of clothing in the past two years including lingerie, kids wear, babywear, and many others. It has retained an image of being easy to maintain besides being affordable due to its association with Asda, yet it has created a niche market of its own.

It has raced ahead of Marks and Spencer's in the last two years as far as market share is concerned. (Official Website: George; http://www.george.com/company/)Methodology and Purpose StatementThe aim of this paper is to study the changes made by George clothing as far as branding and brand image are concerned, in the past two years, with a focus on measuring the success of the same. This will be studied from various aspects like the conception of brand image, and others, to measure the same on various counts.