Brand Management Essay Example | Topics and Well Written Essays - 4500 words

Brand Management - Essay Example rand of its retail business, and it is the largest division in the Cooperative Group and it is one of the largest food retail chains in the country of United Kingdom. The strategy adopted by the group is to mainly serving the local communities with small stores, in line with the objectives of cooperative movement, rather than competing with the bigger supermarkets. Members of The Co-operative Group get rebate on the value of purchases made from the cooperative retail stores. The brand concept of the group, for example in the case of Co-op 99Â  brand tea, portends success of a comprehensive strategy that may be adopted for its foods business, to leverage its strengths goodwill in the market. The products with Cooperative brands already appearing with its own labels are available throughout the country in their own stores and other retail cooperative societies. A strategy for consolidation of the brand image and brand value at this stage would enhance the brand identity, recognition, image and positioning relative to the competing products. Brand image denotes the respectability or the status of the products or services as perceived by the consumers. Brand represents character, quality or attributes in respect of the products or services which is very important for the manufacturers or service providers to position the product or services in the market place or differentiate them from the others. Every entrepreneur tries to introduce unique features to strike a chord with the customers with varied expectations, requirements, aspirations and psychological needs. In creation of a brand, building unique features into the products or services plays a basic and important role. Establishing the brand in the market place involves creating awareness about the products in the minds of the consumers. Creation, establishment and maintenance of the brand could be called as brand management. There are so many factors involved in a brand to be successful in the long