(1) Analyse and compare the current and future brand identity and positioning of the retail brand
Waitrose & Partners by using Kapferer’s (2012) identity prism/positioning framework. Research how the brand’s identity and positioning are being implemented and communicated vis-à-vis consumers.
(2) Assess and evaluate both based on your research and your use of Kapferer’s identity
prism/positioning framework. Identify possible advantages and disadvantages and make strategic
recommendations in reference to the future identity/positioning of the brand.
the purpose of this assignment is to develop a critical and detailed analysis of
a brand that is currently being re-branded (from Waitrose to Waitrose & Partners) and make strategic
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