Visit a popular store, like an Apple, Nike, Levi, H&M or an Ikea store. The brand should be well-known and you must visit a shop where their products are being displayed or distributed. In smaller towns you may not have access to these stores, in this case you will need to find a section showcasing these items and view how they are displayed or laid out. Before going to the shop, determine the following about their brand identity and, once at the shop, evaluate how they remain true to their brand identity or not. How is the brand identity enhanced (or, perhaps, not expressed) at the point of customer interaction? Hand in a write-up with photos of the following:

What brand identity element are they using in their logo (e.g. abstract mark or word mark)?

What do you think their brand ideal is?

How do they remain true to their brand ideal within their shops?

Evaluate the customer experience according to the brand ideal. (For example, if the brand ideal is “innovation”, do you get a sense of that ideal when you visit the outlet?)

Evaluate the visual display of the products according to the brand ideal. (For example, if the brand ideal is “value”, is this expressed in the way they display the products?)


The H&M logo is a monogram. The design of the logo consists of three letters that are initials for the names Hennes & Mauritz.


I think H & M`s brand ideal is to enrich people’s lives by offering fashion clothing for the whole family for a low price.


They remain true to their brand ideal within their shops by showing off their products through a neat and tidy shop. There are signs for each department that shows what kind of selection you will find. There are mannequins that are dressed up in fine outfits, clothes that fit each other are put together. There are also large advertising posters in the store that showcase the latest trends. And you will find signs with prices and sizes wich make it easy for the customer to decide what she or he wants.

They also show their brand ideal in the store by providing exceptionally good customer service. It is easy to get help since they are always many employees at work. Some in the cash registers and some around in the store. They have a huge selection, both for women, men and children. That consists of basic and fashion clothes. So there is a lot to choose from regardless of whether you are young or old. Need clothes for everyday life or party.


There is a lot of clothing in the store, a huge amount of different styles. They are displayed in a neat and nice way, so you get a good overview of the seasons trends and fashion. The staff are pleasant and helpful. You are well taken care of as a customer.


You can see HM’s brand ideal in the store. The latest trends appear well in the store and so do the low prices. The store shows the latest trends by dressing up the mannequins and by having large banners.

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