The superior brand strength of Sainsburys Essay

The superior brand strength of Sainsburys - Essay Example ng Group and the Great Place to Work Steering Group, two inter-dependent research and strategy teams chaired by board members that contribute to the branding model and corporate social responsibility model that brings Sainsbury positive market attention (Sainsbury 2011). These Steering Groups add a new dimension of focus on the governance model, whereby executives and mid-tier managers are involved in establishing policies, models and procedures to enhance brand attitude and personality in important markets. The knowledge and experience brought to the governance model by brand and CSR-related steering groups continues to provide Sainsbury with significant competitive advantages. All branding activities, then, rest on the foundation of revolutionary governance systems. According to the Board of Directors at the organisation, â€Å"We are guided by a ‘materiality’ process which allows us to focus attention on areas of greatest impact and importance. We chart all related s ustainability issues against the level of potential concern and how much the issue could affect our business. (Sainsbury 2011, p.15). The corporate governance team is much more directly involved in brand-related activities critical to market competitiveness and reputation on the consumer markets. Sainsbury understands that the majority of revenues and long-term loyalty needed to sustain market share is involved with promoting internal corporate values and then applying these in a way that is transparent to the consumer in product offerings, CSR activities, and service delivery systems. Rather than allowing managers at the organisation to develop appropriate policies and systems associated with marketing and operations, they are determined by knowledge experts with considerable commercial and business... 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 f ood 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.