Tesco Corporate Identity and Branding Name Tesco is a drilling and manufacturing company that deals majorly with designing, manufacturing, and service provision in the technology sector. The company operates in a market with larger and better-established companies like DHL and Sundry waters corporations that pose a major threat in their operations by way of competition…
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According to Keller (2008, p.189), corporate identity is a phenomena that is concerned with the general outlook of a given legal entity. Corporate identity is majorly concerned with how a company is generally viewed by the public. It is concerned with the seal, logos of a company, the colors and design as well as the other collaterals. The general appearance of a company and its attractiveness may define and incline a number of people who may want to be identified and associated with the same company (Fournier 1998, p.342). Corporate identity also encompasses the vision, Mission and the well-structured objectives of a given company. To stress on its identity, Tesco Corporation is designed and well built across the whole world, it is very distinct and has clear missions and objectives among which we have, provision of quality services and products at the convenience of the consumer (Hatch 1997, p.359). This means that, unlike companies who do not take their products to their consumers’ at their doorsteps, Tesco is able to do so. As an identity, the company also brags to deal in a wide range of service deliveries that it provide at very affordable prices and highly conserved costs. According to Holt (2002, p.83), all the company identity strategies of Tesco as a corporation augur well with its VMO’s. It’s principles such as affordability and cost effectiveness makes it have considerations of being mindful and geared towards ensuring it customers satisfaction making it customer –oriented, in addition, a company cannot provide varieties of a product unless there is a stream of such. Again, a stream can only be witnessed in a company not under any situation but rather with the onset of innovation. In this way, company identity as applied by Tesco Corporation aids it into cutting an edge in the congested market giving it a competitive advantage. This has led to expansion of Tesco across the globe. Brand identity on the other hand is the beliefs of the company. They are the building blocks of the company or the foundation upon which the operations of the company are based. They are the aspects of the company that makes brand loyal customers who are ready to die for the products of the company (Muniz et al 2001, p.56). Brand identity is provided for by factors such as the well organized structures of operations of the company, the quality and quantity of products offered by the company. These can make clients stay with the company if they are satisfactory or not whichever the case. For a company to create a brand and sway the mind of the consumer, a well organized strategy needs to be put in place: - differentiation of products offered to the customer which is only geared towards swaying the perception of the consumer (Anholt 2007, p.137). This is solely because brand identity is not only based on absolute truth and reality but rather a mere assurance that whatever is offered is actually what the company believes in. Brand identity may entail all the aspects of a brand of any given product such as the physical attributes, services, and their quality as well quantity and also the value attached to the products. For products of a company to prove their worth to the ultimate users, they have to develop a brand (Arvidsson 2006, p.457). Brand identity is what makes the customers be associated with one firm and not the other. Tesco has
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