Brand Management of The Cooperative - Essay Example

Download file to see previous pages The Cooperative group is owned by the members and the profits are distributed twice a year based on the cooperative principles.
Cooperative Food is a brand of its retail business, and it is the largest division in the Cooperative Group and it is one of the largest food retail chains in the country of United Kingdom. The strategy adopted by the group is to mainly serve the local communities with small stores, in line with the objectives of the cooperative movement, rather than competing with the bigger supermarkets. Members of The Co-operative Group get a rebate on the value of purchases made from the cooperative retail stores.

The brand concept of the group, for example in the case of Co-op 99 brand tea, portends the success of a comprehensive strategy that may be adopted for its foods business, to leverage its strengths and goodwill in the market. The products with Cooperative brands already appearing with their labels are available throughout the country in their stores and other retail cooperative societies. A strategy for consolidation of the brand image and brand value at this stage would enhance the brand identity, recognition, image, and positioning relative to the competing products.

Creation of BrandThe brand image denotes the respectability or the status of the products or services as perceived by the consumers. The brand represents character, quality, or attributes in respect of the products or services. The manufacturers or service providers need to position the product or services in the marketplace or differentiate them from the others. Every entrepreneur tries to introduce unique features to strike a chord with customers with varied expectations, requirements, aspirations, and psychological needs.

In the creation of a brand, building unique features into the products or services plays a basic and important role. Establishing the brand in the marketplace involves creating awareness about the products in the minds of the consumers. The creation, establishment, and maintenance of the brand could be called brand management.
There are so many factors involved in a brand's success in the long run. Therefore, we can’t simplify the concept of the ‘creation of a brand’. Similarly, the tools for popularizing brands have undergone many changes in history. Newspapers, radio, television, the internet, etc. played essential roles in brand evolution. ...Download file to see next pages Read More