To discover the current perceived brand personality of Primark within the fashion industry and to make recommendations as to whether it is sustainable.
� To critically evaluate existing literature and theories on branding, brand personality and the UK retail fashion industry searches.
� To analyse the perceived brand personality of Primark compared to other big players within the fashion retail market (from a consumer perspective).
� To critique previous brand personality frameworks and form a new framework that can be used to analyse the retail sector in the UK.
� To investigate whether Primark would still be Primark without certain brand personality characteristics.
� To analyse why consumers humanise brands.
� To make recommendations for the Primark�s future branding.