Brand Management: Sources of Brand Equity and Performance Evaluation of Woolworths

Brand Management

BRAND VALUE 1
Executive Summary
The Woolworth Group is leading company of Australia with the name of company it is also
popular due to brand value in Australian and international market, which very useful in
building trust among customers. The company always provide its focus on the factors, which
are going to provide more satisfaction to the customers. The satisfied customers are an
example of great brand value. This report contains the various sources of brand equity and the
report card to evaluate the brand performance of the company.

BRAND VALUE 2
Contents
Introduction..............................................................................................................................................3
Company history/Background.................................................................................................................3
Company Hierarchy.................................................................................................................................4
Equity Source...........................................................................................................................................5
Primary sources of Brand Equity.........................................................................................................5
Secondary source of Brand Equity......................................................................................................6
Report Cards............................................................................................................................................7
Recommendations..................................................................................................................................13
Conclusion.............................................................................................................................................14
References..............................................................................................................................................15

BRAND VALUE 3
Introduction
Woolworths is a leading Australian company having its retail outlets across Australia and
New Zealand. The company is having its headquarters at Bella Vista, New South Wales
Australia and the key person who are playing important role in managing brand value of the
company are Gordon Cairns (Chairman) and Brad Banducci (CEO) (Woolworths,
2018a). This report designed to know the brand value of Woolworths, the people involved in
managing its brand image, to know various sources of Brand equity source and to evaluate
brand performance.
Company history/Background
Woolworths is a largest supermarket chain of Australia. Currently operating 995 stores across
Australia, the whole work of Woolworths relies on its team members at the store. In present
115,000 team members are working at stores of Woolworths in various department like
distribution centres, customer support, superior service, range, value, and convenience.
Woolworth considers being a most innovative retailer, as it understands the needs of
customers. Woolworths offers its customers option of online shopping through their
Woolworths Supermarket App and the best part of its App is they delivery grocery items
straight to the kitchen (Woolworths, 2018b). Woolworths master home enhancement
stockpiles constructed to stock more than 35000 dissimilar product lines from outdoor
furniture to new restrooms, complete with all the fitting and fixtures. Woolworths service
almost around 28 million loyal customers every week and has a big happy family of total
205000 employees including 6500 employees who have been working since 25 years. The
share of company listed on Australian Stock market (Woolworths, 2018a).