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Essay sample - The superior brand strength of Sainsbury’s
Pages 11 (2761 words)
The essay is about J Sainsbury Plc, superior brand strength of Sainsbury’s, the third-largest supermarket chain in the United Kingdom, sustaining a current market share volume of 15.5 percent over major competitors such as Tesco, Asda, and Morrison’s (Thompson 2010). …
The brand dimensions of Sainsbury are being discussed in the essay. Sainsbury maintains a revolutionary corporate governance model in which brand-building is a consistent theme in deliberations and strategic analyses of the Board of Directors. Sainsbury is known in important revenue-building markets for its focus on corporate social responsibility, a comparative advantage not found in industry competition. Sainsbury has also received many reputable and important awards for exceeding industry norms in many different areas. Furthermore, the method by which Sainsbury expands its operations is another success factor related to the brand strength of the business. Also related to corporate social responsibility and brand reputation is the level of sponsorship that Sainsbury seeks out to gain more market visibility. As we read the essay, a question rises up. What else provides Sainsbury with brand advantages? Sainsbury is beginning to diversify its product offerings, expanding from simply food services to other consumer-based merchandising imperatives. Though Sainsbury is involved in many additional strategic activities related to the brand, the most important dimensions of marketing strategies have been identified. The conclusion shows that Sainsbury is one of the only competitors in this industry that is so highly dedicated to expressing its corporate values for responsible business management, thus it gives Sainsbury a much better brand reputation with critical revenue-producing consumers. ...
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