Brand Strategy for Supermarket Industry in Hong Kong

Brand Strategy for Supermarket Industry in Hong Kong The advent of computers and technological innovation that has faced mankind in the recent past coupled with varied customers need and aspiration has left the business world to be highly competitive. For this reason, there are a number of strategies that organizations have used to cut for themselves a market edge in this competitive business world. The main strategy is branding usually followed by advertisement and publicity. The concept of branding has come out to be deemed by management of any organization as a top priority (Chaudhuri 2001). Additionally, it has been categorized together with human workforce to be the most valuable assets within an organization. It has been argued that brand building is a long process that utilizes a lot of resources and cannot be separated from advertisement and strong marketing strategies. Organizations have resorted to branding with the belief that it will save them from failing as it will enhance the value of the product/organization. However, many of these organizations fail to have prior knowledge that adequate planning is key to successful branding (Kotler 1997). For this reason, long-term promotion prop up for a brand, on the basis of definitions of the distinctiveness of the target consumers is necessary. Additionally, understanding of customers preferences, aspirations and expectations from the brand need to be considered. History and transition of branding Historically, ‘brand’ was though to mean a hot or burning thing and thus associated with marking of animals with unique symbols so that owners can easily identify them (Gregory, 2003). The process involved burning an iron that has been fashioned into a distinct symbol then pressed on the animal skin leaving a permanent mark. Over the years the term has been used in a wider context especially in the field of business to refer to â€Å"name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one selle r or group of sellers and to differentiate them from those of other sellers (Chaudhuri 2002). One notable example of earlier use of branding in China, where merchants used branding names â€Å"Misty Mountain Tea†, or â€Å"Garden in the Sky Tea† to sell poor quality garden tea to buyers Oscar Wilde wrote that pessimist is an individual that who is a ware of all things but do not know the price of anything. It is only in the recent past that top management have deem brand to be an important asset to their organization. (Davidson 1998; Ward and Perrier 1998) In simple terms, brand is entity that provides end-users with an added value on the basis based functional performance. All these help distinguish the product or service being offered by a business entity. The four Ps of marketing has been used for a very long time to bring about values associated with a brand (Lancaster 1995; Kotler 1997) As time passed, knowledge possessed by the community that engage in marketing has led to managers being brand leaders. There is recognition of branding strategy as source of competitive advantage in domestic markets (Chaudhuri 2001; De Chernatony 2001; Moore et al 2000).