Impact of Branding Strategies on Retail Sector: A Tesco Analysis

This report investigates effective branding strategies and their impact on competitive advantage within the UK retail sector, using Tesco as a case study. It rationalizes the importance of branding in marketing activities and addresses the research problem of intensifying market rivalry. The study aims to identify branding strategies adopted by UK retail organizations, ascertain the usefulness of branding for firms like Tesco, understand the impact of these strategies on competitiveness, and recommend ways for Tesco to effectively utilize its branding for competitive benefits. The methodology includes an inductive approach, descriptive design, interpretivism philosophy, and both primary (surveys) and secondary data collection methods. Purposive sampling is used to select marketing personnel from Tesco, and thematic analysis is applied to the qualitative data. The research acknowledges limitations such as time and budget constraints.