Ashley Home Furnishing Ltd - Business Model

Element
Name

Analysis
Registered Name - Ashley Home Furnishings Limited.
Trading name - Ashley's
Website - aaashleys co uk
email - ash @ aaashleys co uk
Specifications and formats of how the name should be portrayed in various media are contained in the Corporate Guidelines specifications document, held by the Company Secretary.

Evaluation
Gives an up-market impression compared to similar stores.
There is possible confusion of the name with a discount chain of stores selling low cost clothing.
Although the name itself is very appropriate, the way it is portrayed is somewhat dated. 

Strategy
To keep the same name for the foreseeable future.
To get 75% of the local population to recognize the name.
To take legal action to protect the name as required.


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