Analysis of Sainsbury's Brand Portfolio and Extension Strategies

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BRAND MANAGEMENT
(MERIT)

Introduction
• Brand management is essential to
generate perception of brand in the
global market.
• Aim of this report is to understand the
importance of business relationships in
managing a brand.
• Retail organisation named Sainsbury Of
UK has been selected.

LO1: Demonstration and
understanding of brand
• Branding has the ability to change the perspective of consumers.
• Proper branding helps to increase the brand awareness among the
consumers and other stakeholders.
• It provides recognition to Sainsbury and the organisation become well
known to customers of UK.
• This powerful logo of the Sainsbury makes an positive impact on the
consumers at first glance.

LO1: Demonstration and
understanding of brand
• Successful brand strategy increases
the productivity of Sainsbury.
• Human resource must be chosen to
increase brand value.
• A survey on the customers can be
conducted to know the perception of
the consumers about Sainsbury.

LO2: Analysis of brand portfolios
• Active management of portfolio mainly focus on the facts that specific analysis of
business style or proper management can develop huge amount of outcome .
• Efficient Market Theory is based on the fact that the relevant information that
can have an effect in the market is achievable and evaluated by all investors of
retain markets
• Index funds can be used by the senior managers of Sainsbury to take advantage
of efficient markets.

LO2: Analysis of brand portfolios
• Portfolio theories helps to guide the senior
officials to select securities.
• According to Dow Theory current stock
market does not move in a consistent
manner.
• Random Walk Theory predicts that
behaviour of prices of stock exchange is
unpredictable
• Value at Risk Model is used by Sainsbury to
calculate the potential risks.

LO3: Evaluation of brand extension
over time
• Collaboration of brand is strategic alliance among various brands to increase the
productivity.
• Consumers of UK are aware of the present market condition of the Sainsbury
through social media and online marketing.
• Retail organisations who shares same aims, objectives and target market most like
to choose brand collaboration

LO3: Evaluation of brand extension
over time
• Extension of brand is important for
Sainsbury to increase their profitability
and brand image.
• Extension of categories helps to extend
the targeted consumers.
• Extension is successful when a fresh
product matches the promise of a brand.
• Market extension can introduce a brand
to a group of customers to increase the
productivity.

LO4: Evaluation of techniques
• Management of brand includes maintaining a image of brand in the market
of UK.
 Industry analysis
 Strategic analysis
 Commercialisation

LO4: Evaluation of techniques
• Brands possess specific values in the
global market and in balance sheet.
• When Sainsbury pays huge mass of
goodwill or premium in order to
establish a brand, the decisions need to
be strategic.
• The methods and models that have
been widely used up are Monitor for
Conversion Model equity and Brand
equity Index

Conclusion
• It can be concluded managing
sustainable brand value and equity
requires cognition in the required field.
• The company should put more emphasis
on being transparent with the brand
team.
• The company Sainsbury must leverage
social media in order to propagate their
brand name to worldwide

Reference List
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