Comparative Brand Management: Woolworths and Sard Strategic Analysis

This report provides an analysis of strategic brand management, focusing on brand awareness and brand associations, using Woolworths noodles and Sard sprays and soakers as case studies. It discusses how Woolworths leverages its high visibility and innovative marketing schemes to enhance brand awareness, while Sard relies on social media and referral programs. The report highlights the importance of brand associations, detailing Woolworths' partnership with News Corp Australia and Sard's growth through positive customer experiences. The conclusion emphasizes the significance of strategic brand management for organizational growth and competitive advantage, noting the necessity of collaboration and strategic decision-making in the market.

Strategic Brand
Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Brand awareness ....................................................................................................................3
Brand associations ......................................................................................................................4
CONCLUSION ...............................................................................................................................5
REFERENCES................................................................................................................................6
Appendix..........................................................................................................................................7

INTRODUCTION
Strategic brand management refers to the parameter of supporting the companies in
getting boosting revenue, brand recognition and also achieve the overall business goals. The
management of brand basically include the multitude aspects from centralising the assets of
digital nature to uphold the brand consistency across different touchpoints. In the present report,
Wool worths brand of noodles and sard sprays and soakers company of detergent is taken into
consideration. Sard company is that company who can tackle any kind of stain and begins its
journey in an Australian Backyard. Woolworth is the company which has its extensive operation
in the Australia and New Zealand. The present report will cover discussion about the brand
awareness and also about the brand associations as well.
MAIN BODY
Brand awareness
Brand awareness refers to the terms which mainly explains about the degree of consumer
recognition of the product by its name. It is also about the extent to which the customers are able
to recognise or recall the brand under different conditions. In context to Wool worths, it is
basically the highly visible brand where it act as the positive attribute which drives business by
the comfort of familiarity and apathy in the search process(Baporikar and Fotolela., 2021). For
increasing its brand awareness they basically believes into the innovative marketing and also
launched different kinds of schemes in order to maintain and create their brand visibility in the
market of consumer. It is the company who uses radio, newspapers newsletter, magazines,
hoardings, billboards and leaflets in order to create brand awareness in this international market.
For creating the brand awareness, they have to create a custom hashtag for Instagram and
also they can participate the sponsored local events. They have to post on the regular basis to
social media with support of their brand voice. They can also run the display ads on the Google
Display Network. In context to Sard Sprays and Soakers company, they have created the brand
awareness through enhancing themselves on the social media platforms and also participated into
different referral programs so that they can promote their products into positive terms(Forbus
and Page., 2018). In this digital world, there are different kinds of platforms which help in terms
of enhancing the level of brand within a shorter period of time. They also take support system of
newspapers, television and other sources as well through which the brand can be promoted into

positive manner. So in the overall manner, both the companies have their own ways of creating
brand awareness. It has been observed that Wool worths is a famous brand of noodles in
Australia so its very important that to consider it into appropriate manner. The wool worth main
target market is the higher income groups but they also appeals for middle class with their
private label products. In context to Sard super power, they have targeted for the Australian
market where they have initiate its journey into positive manner with the right kind of approach.
In this manner, both the companies have created brand awareness into this international market.
Brand associations
Brand association refers to how customers remember the brand, what is burned in their
brands form the interactions with a brand. It is also about the kind of specific impressions and
thoughts which a consumer has of a brand. It has been observed that marketers usually attempt
this in order to create the mental association which are favourable and strong as well that makes
them differentiated from their competing brands(Lim and et.al., 2020). The positive association
of brand is mainly about the positive emotional associations with people, places and things
which has been connected with the brand. Brand association is important because it help people
remember about the brand and its unique qualities which include those who differentiate the
brand from their competitors. That's why its important to have brand association so that company
can grow themselves into fast pace manner and maintain its strong brand image into the market
with the right kind of approach.
In context to Woolworth, they have partnered themselves with News Corpo Australia.
They both have partnered in order to create “Thanks a Million” which is a program that is
focused on recognising those who stepped up throughout in the year of 2020 for helping others.
In this manner, wool worth has partnered with News Corpo Australia which is very beneficial for
them for their further growth and development as well. In context to Sard Super Power
Company, as its start their journey from the Australian market but there are rare chances of
association of the organisation into positive manner(Yasin., 2021). They have grown themselves
through turning up into different Aussie laundries working its magic with all the manner of
grime. In this manner, Sard Super Power has grown themselves into positive context with the
right kind of approach. So in the overall manner, brand association is very important for both the
kinds of organisation so that they can enhance themselves to their next higher level into positive
manner.

CONCLUSION
The above stated report concludes that strategic brand management is very important at
the organisational level. It has been concluded that brand awareness is very important in order to
maintain its position into the market. It has been determined that brand association is also very
significant because it contribute in terms of their further growth and development has well. It has
been observed that without collaboration company can't enhance themselves into different
manner and also not easy to give tough competition into the market. That's why its very
important to have brand management into strategic terms so that the organisation can take their
further decisions and steps into appropriate manner.

REFERENCES
Books and Journals
Baporikar, N. and Fotolela, R., 2021. Strategic Brand Management in SMEs for Competitive
Advantage. In Research Anthology on Small Business Strategies for Success and
Survival (pp. 846-866). IGI Global.
Forbus, R. and Page, R., 2018. Brand archetypes in resource-constrained MBA programmes: A
powerful strategic brand management tool. Journal of Education Advancement &
Marketing, 3(3), pp.279-299.
Lim and et.al., 2020. Strategic brand management for higher education institutions with graduate
degree programs: empirical insights from the higher education marketing mix. Journal
of Strategic Marketing, 28(3), pp.225-245.
Yasin, S., 2021. Book Summary Strategic Brand Management.

Appendix
Source : Inside retail