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business level 3- unit 28 branding- assignment 2
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Assignment 2- Unit 28branding
Assignment
16.5.24
, Introduction
This report is about Tesco's branding strategy. It will review how branding is used by Tesco
and will include recommendations on how Tesco can make changes to its brand for its
products. I will be analysing the branding of 2 Tesco products including Tesco value
chocolate and Tesco finest chocolate. The report will include a brand audit, ideas on how
the brand can change, an analysis of the potential impact of branding activities such as
internal and external influences and an evaluation as to how the branding of this product
currently meets the aims of Tesco.
P3
Tesco's brand strategy
Businesses such as Tesco use a branding strategy to help them with differentiating their
products and services from competitors to create a recognizable brand image. This includes
the businesses position in the market, brand values and target audience. As well as this, it
also includes on how the business presents themselves such as choosing colours and fonts
for the brand, designing a logo and what message their giving to customers. A branding
strategy aims to achieve many things. Firstly, it aims to create a strong brand image, so the
brand is easy recognizable for customers. Secondly, a branding strategy aims to build brand
loyalty, so customers feel attached to the brand. Not only this, having a brand strategy helps
create brand awareness so customers are familiar with the brand. Having a brand strategy
allows the brand to be differentiated from competitors highlighting its uniqueness. Doing so
creates a positive perception of the brand for customers driving to customer loyalty and
engagement.
Tesco needs an effective brand strategy so it can differentiate itself from competitors such
as Asda, Lidl and Morrisons. This is important so Tesco can create a unique brand identity
that customers won't forget. This will allow Tesco to increase their customer range as well
as attracting new customers. Having an effective brand strategy allows Tesco to easily
communicate with their customers such as offerings, values and benefits to customers.
Having a well-defined brand strategy allows Tesco to remain consistent across all its
touchpoints such as customer service and advertising. Doing so allows them to build
credibility and trust with customers. Having a brand strategy is important for Tesco as it
allows them to connect with their customers. For example, by understanding customer's
needs, aspirations and preferences, Tesco can tailor their products and services to match
customers wants and needs. Doing so will increase customer loyalty. It's also important as
Tesco will be able to remain competitive in the market with an effective brand strategy.
Tesco can adapt its products to follow customers preferences and consumer trends so they
can stay relevant in the market supporting them with their long-term success. Having a
brand strategy has a positive impact on Tesco as it creates brand awareness and
recognition. It will allow customers to be familiar with Tesco and its values. This will increase
sales as well as Tesco gaining new customers.
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