A Comprehensive Report on Brand Management at Tesco PLC (Unit 41)

This report provides a comprehensive analysis of brand management strategies employed by Tesco PLC. It begins by defining brand management and its objectives, emphasizing the importance of building customer loyalty through strong brand awareness. The report then explores brand collaborations at both domestic and international levels, outlining the benefits such as enhanced exposure, greater motivation, and cost-effectiveness, while also discussing potential disadvantages like time-consuming setups and potential conflicts. The study further examines techniques used to leverage the brand, including line extensions, brand stretching, and moving the brand down. A significant portion of the report is dedicated to evaluating techniques for measuring and managing brand value over time, detailing various brand measurement techniques such as brand insights, brand tracking, brand strength, brand awareness, and brand relevance. The advantages and disadvantages of these measurement techniques are also critically assessed, including cost considerations and potential research challenges. The report concludes by summarizing the key aspects of brand management and emphasizing the importance of brand collaborations for leveraging a company's brand domestically and internationally. References to academic sources support the analysis.

UNIT 41 BRAND
MANAGEMENT
TESCO PLC

Table of contents
 Introduction
 Brand collaborations at domestic and international level
 Use of techniques to leverage brand
 LO4 Evaluate techniques for measuring and managing brand
value over time
 Brand measurement techniques
 Advantages and disadvantages of brand measurement
 CONCLUSION
 REFERENCES

Introduction
 Brand management is a concept of marketing which deals
or uses techniques to rise the brand over time.
 The main objective is to build loyalty among customers
through strong awareness of the brand.
 The presentation will evaluate how brands at domestic
and international level are managed collaboratively and in
partnership.
 Presentation will identify how brand's performance can be
assessed.

Brand collaborations at domestic and
international level
The benefits:
 Enhanced exposure: it helps to access your
partner's business bringing their audience together
 Greater motivation: with collaboration, a company can
share, discuss, communicate their ideas which would
develop new perspective.
 Larger network: it is one the most important advantage
in today's saturated market..
 Cost-effective: it could help to reduce the cost for
promoting their brand by splitting the expenses for
advertisement.

CONT….
Disadvantages Of Brand Collaboration:
 Time consuming set-up: Collaboration requires time for the setting up
which would result in long awaiting to actually implement the plan.
 Less creative control: It requires willingness to promote a scheme
which would be important for both the brands that may sometime compromise
with the creativity.
 Involve conflicts: Another demerit of collaborating together may end up
in a conflict due to contradict thinking and ideas of the brand partners which
would affect the productivity of the campaign.
 Potentially one-sided: It is another drawback as one company being
more powerful than other one which would allow the majority firm dominate
the minor firm.

Use of techniques to leverage brand
 Line extension: It is the most used technique
used by an organization to expand its business. In this a
new product would target a new market segment which
is served under the parent brand
 Stretching brand up: It is another technique
when an organization already having a bigger brand
name should create an alternative name for its new brand
 Moving the brand down: This is another technique
which follows the approach by lowering its price of the
products.
 Ad hoc brand extension: This technique refers to the
extension into unrelated categories of the products.
Quality plugs, adaptors and extension cables are the ad
hoc brand extension by Tesco.

Brand measurement techniques
 •Brand insights: It contains research tactics i.e.
qualitative and quantitative which help to shape
brands. Marketers gather information through
interviews, surveys, focus groups to make objective
decisions.
 • Brand tracking: it includes monitoring
metrics through consumer studies. This technique
can be measured brand by setting the brand's
objectives, creating a brand measurement metric,
analysis the performance of the brand and finally
updating the brand by marketing strategy.

CONT…
 Brand strength: This strategy can be measured through emotional data approach.
It can be calculated through the consumer surveys by Millward Brown's MDF
framework, Ipsos' BVC and TNS' conversion Model.
 • Brand awareness: It is the emotional based approach which can be
measured with the help of finding questions related to customer's future intent,
purchase history, current brand awareness. Customer feedback, sales data, research
panels are the key methodologies used.
 • Brand relevance: It is another measurement technique which is related to
the customer's satisfaction which increase the brand equity. Some ways to measure
are Customer satisfaction (CSAT), Net Promoter Score (NPS), Conjoint Analysis.
 • Output metrics: This technique can be measured through social media
messaging and email marketing. Other methods for calculating outputs are analysis
of variance testing (ANOVA), cost-comparison of price valuation and customer's
responses.

Advantages and disadvantages of brand
measurement
Advantages
 Avoid costly mistakes: Due to the help of calculating brand it can
prevent a firm to commit mistake and therefore reduce the high
costs.
 Evaluate alternative strategies: With the measurement, a
company can figure out different techniques to perform the work.
 Increase efficiency: Brand measurement can enhance the
company's performance in an effective and efficient way.
 Determine: With the help of measurement techniques it can be
evaluated if the firm has achieved the objectives which motivate
them to be determined regarding their future goals.

CONT….
Disadvantages
Cost of measurement: The biggest demerit of the brand
measurement is the high cost methods used.
Research problems: Another con is related to the
research of the data used while measuring the brand of
the company.
Time consuming: The method of brand measurement is
time-consuming as sometimes it may happen that the
wrong results evaluated. Therefore, the process is time
consuming and expensive.

CONCLUSION
 The presentation has been concluded by explaining the meaning of the brand
management and how brand collaborations has been important to leverage the
company's brand domestically and internationally over time.
 It has been critically analysed with the advantages and disadvantages of brand
collaboration.

REFERENCES
 Assarzadegan, P., Hejazi, S.R. and Raissi, G.A., 2020. An evolutionary game
theoretic model for analyzing retailers’ behavior when introducing economy
and premium private labels. Journal of Retailing and Consumer Services. 57.
p.102227.
 Niculescu, A. and et.al., 2019. Enhancing brand value of modern
organizations through digital marketing tools and techniques: A study on top
ten Romanian companies. TEM Journal. 8(1). p.171.
 Nunes, M. and et.al., 2022. Achieving Competitive Sustainable Advantages
(CSAs) by Applying a Heuristic-Collaborative Risk Model. Sustainability.
14(6). p.3234.