Brand Management: Importance, Strategy, and Portfolio Management

This document discusses the importance of branding in business practice and analyzes key components of brand strategy for managing brand equity. It also explores different strategies of portfolio management, brand hierarchy, and brand equity management. The case study focuses on Lidl GB store and its approach to brand management.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Importance of branding and their role in business practice...................................................3
P2 Analyse of key components related with brand strategy for managing brand equity............5
TASK 2............................................................................................................................................7
P3 Analyse different strategy of portfolio management related with brand hierarchy and brand
equity management.....................................................................................................................7
TASK 3..........................................................................................................................................10
P4 Evaluate of brand management and in-partnership both at domestic and international level
...................................................................................................................................................10
TASK 4..........................................................................................................................................12
P5) Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples...............................................................................................12
CONCLUSION .............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
The term brand management is explicated as a function of marketing which undertake
different techniques for enhancing perceived value of a product line or brand. The term effective
brand management enable price of products to go up and also to formulate loyal customer-base
by developing positive brand association. With develop of strategic brand plan an organisation
maintain brand equity and value to understand brand and its target market. Brand generate
powerful influence on customer engagement, competition in market and management of
organisation (Baumgarth, 2018). This report is written from perspective of Lidl GB store which
was established in the year 1994 in Britain. In the present scenario, organisation operate
estimated 800 stores and many other regional stores with engage of 22,000 individuals in the
world. Moreover, this report highlights on importance of branding and it emerge among business
practice. Key components of successful brand strategy to build and manage brand equity will
also include in this report. Different strategies of portfolio management, brand hierarchy and
brand equity management is also undertaking in this report.
TASK 1
P1 Importance of branding and their role in business practice
The term branding is explained as a business practice through which an organisation
generates their name, symbol, design etc. that are easy to identify and understand. Branding is an
earliest form that usually depicts rate of ownership through which adequate goods and products
signifies suitable origin. It is also being used primarily to define about torch that is essential as
per consideration of marketing tool. In addition to this it also drives adequate evidence in which
consumer packaging and its deliverable is considered in improvised manner. The main role of
brand is to identify product and distinguish them from other products. Lidl GB store identify that
branding is important because it generate memorable impression on customers. In context of
respective organisation, management understand and analyse demand of customers that aids
individuals to clarify and design brand according to customer need (Datzira-Masip and Poluzzi,
2014). Moreover, marketing plays an important role in business practice because it improve
overall aspects and it also formulate new business aspect such as different logo, symbol etc. to
represent organisation with uniqueness in market. Along with this branding gets recognition
from business through analyse of all branding especially that demonstrate face of organisation.

Brand pyramid clarify about all fundamentals of brand and functions of foundation
related with brand strategy. Lidl GB store develop different brands that undertake brand pyramid
and it also work as an effective brand tool that help to establish brand in an organised manner.
With analyses of all above perspective Lidl GB store develop brand layers which is mention as
below:
Illustration 1: Source(https://trickle.app/drip/15832-the-brand-pyramid-
helps-in-defining-the-brand/)
§
 Tangible feature and attributes- The term product describe about all perspective which
demonstrate how product are design and it aids to represent different number of products
to understand consumer market. It also describes all products that demonstrate company
knowledge related with company products.
 Functional benefit- Nidl GB store perform their work with more efficiency and it aids to
complete all function with decided aspect that aids to minimise customer problem. This
also drive about different aspects through which management utilise product and
effective results that expect about develop of appropriate roles that improve brand value
of organisation in market by performing all functions in an organised manner (Dunes and
Pras, 2017).
 Emotional benefit- The term emotional aspect demonstrates methods which explain
areas that define how customer feel with use of product. It also understands about all
those roles through which task are completed by analyse of company results. In context
of Nidl GB store management consider areas through which products are developed with
interested factors.

 Brand or product persona- Organisation understand brand as a person that describe
methods to perform all task in an organised manner. With analyse of brand as a product
persona this is analysed that all values are undertake by management through product
development for understand of customer service in proper manner.
 Brand idea- One of the major reason to analyse brand essence is to understand all those
concepts which is generated for develop all aspect that increase essence of brand value in
market. It also defines about all those areas such as analyse of market that helps for
differentiate respective organisation from other brand.
P2 Analyse of key components related with brand strategy for managing brand equity
Brand equity within the marketing reflect suitable worth to brand as in form of social value
and well established brand name. The case study defines appropriate showcase aspect that
demonstrate importance of branding among a business. Companies undertake and adopt several
methods such as Aaker's brand equity model enhance strength of brand equity (Fetscherin and et.
al., 2019). As per this model, Lidl GB store generate appropriate brand identity aspect that
ensure effective brand management is generated within organisation. It reflects that Lidl ensure
to process higher concentration and development about enhancement of its brand and for this
also its management also develop and design affordable ending in profitable mode. Different
elements of brand are mention as follow:
 Brand as an offer- This undertake scope, attribute, quality, information and value that
is provided by user. Management utilise gather information to offer better products as
compare to competitor.
 Brand an an organisation- The element of brand undertakes different elements that is
inclusive about different attributes related with association. Along with this function and
operation related with domestic and international level is understand to complete work
in proper manner.
 Brand as an individual- It identify about overall personality of brand that aids
customer and brand relationship with each other in marketplace. This results longer
results are developed to enhance company efficiency.
 Brand as a symbol- Within the brand element, audio or visual, brand heritage etc. all
are developed in an organised manner. Lidl GB store undertake metaphorical symbol to
understand importance of brand within company.

Another example to improve the strength of brand equity among selected organisation define
about company model that reinforce about all knowledge that increase brand value (Greco and
Polli, 2020). Some essential terms used by Lidl GB store that aids to increase growth of company
as few of them are mention as follow:
 Brand loyalty- An organisation work with aspect that enhance loyalty of buyers within
market. The main motive of brand management is to increase perspective that aids or
engaged workforce to attract and retain customers towards brand. Advertisement also
induce commitment of workforce to work towards brand management.
 Brand awareness- With motive of increasing brand awareness, Lidl GB store enhance
perspective through which individuals work towards increasing familiarity in market.
Moreover, with adopt of all methods such as search engine optimisation, innovation and
social media etc. also perform an important role to enhance brand value.
 Quality perceived- By perception of individuals this is understand that quality perform
an important role within brand extension. Reinforcement also developed in positive
manner through managing task with analyse of quality in organisation. This also improve
brand value in products.
 Brand association- Within terms of enhancing brand association through indulging
customer with brand (John and Torelli, 2017). Fro this communication perform an
important role that aids to receive different offerings.
 Other proprietary- In the other proprietary component, this is identified management
undertake competitive advantage through formulating brand, that aids to complete task
according to competitive pricing.
With understand of all perspective this is also analysed that marketing perform an important role
and it aids to improve adopt several strategies. All of them are essential for overcome from brand
crisis. Like, Lidl adopt appropriate measure that is focused towards implement of effective
approach such as digital platform that directly improve company efficiency. Example- Lidl GD
store operate and perform operations in different geographical areas. So it is quite interesting to
perform all task in an organised manner and for this marketing team implement method that
increase company efficiency in a particular market.
Evaluation of brand with use of application, theory, model and concept

In the present scenario, managing brand is understanding as a major strength that is
related with brand equity. It is beneficial to perform task with understand of marketing plans and
they can have used to express brand knowledge with consistent factors. This results number of
confusion among customer is decreased (Keller and Brexendorf, 2019). Innovation is defining as
a key for managing brand and it also ensure that brand remain forward as compare to
competitors. The brand equity model assists to design and develop profitable marketing
strategies under which significant actions are taken by the management through which
perception of customers get changed about offered products and services. In order to extension
and re-enforcement of brand, Lidl ensure to process well development image of its offered
products that is designed on the basis of product category. In this rate of complication and
compatibility both get managed as in timely basis. For this Lidl worked on rebranding within
which new look is created of provided goods and services through which capability to
differentiate offered products with its competitors is advanced in profitable mode.
Apply appropriate and validated example with an organisation context
Marketing plays essential role under which different offering get promoted as per
consideration of mission and objective of business. It is important for organisation that aids to
implement various strategies and it is used to minimise brand crisis. Like, Lidl GB store
implement effective measure which is used for completing task through focused approach. An
example related with Lidl GB store define about consumer safety that engage customer safety
and brand image through considering better image in organisational roles. Management results
towards development of aspects such as increase in brand value, goodwill, delivery of products
etc. It results that brand image is improved by performing work with develop of original product
and this aids to develop competitive-edge in market (Khosiev and et. al., 2019).
TASK 2
P3 Analyse different strategy of portfolio management related with brand hierarchy and brand
equity management
This is essential for organisation to implement different strategies that relates with
portfolio management, brand equity and brand hierarchy. Lidl GB store implement different
strategy and it is established in market with strong perspective. In context of portfolio

management, brand hierarchy and portfolio management some appropriate example are
implemented to complete task in proper manner.
Portfolio management
Lidl GB store implement and develop effective portfolio management strategy and this
aids an organisation to gain competitive position in market (Hoffmann, Ahlemann and Reining,
2020). Within context of portfolio management, there are two different strategies is implemented
and they are useful to manager products in a systematic manner. The management of Lidl ensure
to induce portfolio through which diverse range of product and service are provided in balanced
mode.
Passive management
The passive strategy is adopted by organisation to match with different individuals in
market. Libl GB store perform their work in different ways that are mention as follow:
 Indulging in long-term trading- To enhance the portfolio management, an organisation
perform all work by implement of effective long-term trading that improve marketplace
to increase scope of success in portfolio (King, 2017). In this sustained initiative is taken
by business as by analysing of offered profit and market share.
 Invest in index funds- An organisation introduces wide portfolio in market like,
respective organisation perform business in various area. Index fund also aids
management to minimise risk related with diversification.
Active management
The term strategy is adopted by organisation that work with different aspects through
which detailed assessment related with company portfolio is included. Moreover, competitive-
edge is developed through use of effective techniques that are mention as follow:
 Use of quantitative analysis- Organisation include management with implement of
numerical comparison. This also aids persons or engaged workforce to analyse success
related with brand portfolio strategy.
 Diversification- Organisation diverse their portfolio for increasing the scope of success
related with market.
Active management is implemented by respective organisation and the reason for consider the
active management is that authorities or manager implement diversification portfolio

management strategy (Likoum and et. al., 2020). It results that with diversified product portfolio
respective business ensure that it's presence exits in market for a longer period.
Brand Hierarchy
The another aspect that is essential for lidl GB store define brand hierarchy is important
and it is also appropriate for implement appropriate series of product. Some strategies that is
inclusive and implement at same place is mention as below:
 House of brands- Within house of brand approach an organisation implements sub-
brands that are different from an organisation. So the main focus of company is to
promote sub-brands rather than focus on marketing of organisation. For example,
Unilever and P&G uses this to target higher amount of audience under which long term
sustainability is attained with adequateness.
 Branded house- In this strategy, organisation also act as a brand and sub-brands among
business. It also results management not associated with main brand and it also aids
organisation to become strong. This define, familiarity of organisation helps brand to
recognise. For example, Harley Davidson, Virgin make adequate support of it under
which value proposition is advanced in balanced mode.
 Hybrid approach- The combination of above two approach is undertaken and analyse
as method of Hybrid strategy. With combination of hybrid approach this is identified
that brands with lower or higher both aspect is included to perform work in proper
manner (Lim, Jee and De Run, 2020). For example, e-commerce business such as
Amazon uses this to advance its working standards in effectual basis.
According to above information, it is identified that management adopt and focus on primarily
development of beverage. Other company generate barrier for Lidl GB store so it is important for
management to improve production process and it helps organisation to distinguish them from
other.
Brand Hierarchy
The term brand hierarchy refer to brand strategy and it define relationship with different
parts of business. With develop of effective strategy organisation also develop grouping of
products and services that is associated for similarities and differences. Moreover, brand
hierarchy is simple and it define facts provide aspect that improve business tend and strategy.

 Corporate branding- The term corporate branding refer to practice of promoting brand
name of corporate entity and it is opposed with specific products. All activities and
thinking work for improving corporate branding that differentiate organisation and it
also provide broader scope towards products of Lidl GB store.
 Umbrella brand- This is also known as family branding and it is explained with
marketing practice that involve use of single brand name. There are two or more related
products exist (Mills, Pitt and Ferguson, 2019). Umbrella branding is used by company
with positive brand equity. All stores are managed by lidl gb store to perform work with
similar brands.
 Individual branding- It is explained as a marketing strategy in which all products of
organisation perform their task with unique brand name. All policies are established
with a unique image to perform their work with develop of distinct position. Products
also sale their name with identify initiative related with customer group.
Critical analyse portfolio management, brand hierarchy and brand equity
The customer-based brand equity is beneficial for demonstrate about different success
model that is used by management directly for generating strong foundation of brand identity
towards holy grail of brand equity resonance. There are different ways identify by management
and it is used for recognise and capitalise about customer loyalty and attitude. With divide of
CBBE into different models marketers understand about all requirements of customers to deliver
products according to requirements of market. As per consideration of line extension Lidl
worked to advance its offered aspect through which long term sustainability is maintained with
adequateness. For this working tendency and its efficiency both get improvised in better mode
through which it is easy to target and connect with lot of customers in profitable manner.
TASK 3
P4 Evaluate of brand management and in-partnership both at domestic and international level
Brand leverage is explained as a strategy and it is utilised by organisation for increasing
the power of existing brand. This also support an organisation to introduce and launch a new
product or service. This is important for Lidl GB store that increase number of customer brand
and it also develop positive aspect on mind of customer for development of new product

(Mosley, 2014). Techniques that is appropriate for Brand leveraging and extension are
mentioned as below:
Basis Line Extension Brand Extension
Define With product line extension an
organisation refer to use of
existing brand that are established
with development of new product
in same category.
This focus on development of new
products. It also come under category
that launch new product line under
brand name.
Benefits This provide benefits to
organisation and it cut down extra
cost such as marketing. It also
define marketing is used for
establishment of loyal customer
base by developing recognised
brand.
It offer to benefit towards organisation
and it define management develop
efforts for separating their products
from competitors. High market value
is also utilised by customers to seek
better value from products.
With above techniques it is understand that selected organisation consider methods of
line extension. This also allow organisation to generate multiple products and service under a
same category.
Brand extension is used by organisation for increase in profits by minimising cost of company.
Within context of Fit term, proper research is conducted and they are used by organisation for
increasing the sales of products (Pecot and De Barnier, 2017). Therefore, starting point related
with searching is appropriate for brand extension to determine it's categories is conducted for
identify of different categories related with market. To increase number of store respective
organisation identify appropriate area for brand extension. Similarly, another term develop
leverage aspect and according to this distinctive properties are aids by customer to implement
superior methods for developing competitive-edge in market as compare to competitors.
Strength of leveraged
 One of biggest strength related with Lidl GB store is to implement appropriate leverage
factors that generate promotional capabilities. Within each year different promotional

campaign related with company employee's is undertaken. It results sales is improved
through offering products according to market.
 Another important strength relates with effective presence of organisation store in
market. According to different European and Asian market
Brand collaboration and partnership
With the selection of all aspect it is identified that brand collaborations provide long term
aspect and it explain about expose of buyer to reshape brand image (Piehler, Schade and
Burmann, 2019). A brand collaboration define about strategic partnership related with company
brand. Lidl GB store undertake all factors that improve company efficiency by building
partnership with small store owner. In a co-branding situation person align about all relationship
that make better collaborations in mind of individuals.
For respective organisation, management undertake about important techniques that is
used for implement of effective brand equity management. This also attain about customer based
brand equity model that is developed by Kevin Lane Keller. It is also useful for enhance
effective product system to shape all task and it aids to perform work with more efficiency.
Salience, performance imagery and judgements is implemented to complete work in a systematic
manner. Example- Mitnija, one of the largest construction organisation achieved a design &
build order for organisation that begin with constructing a new Lidl store in the town of
Shoeburyness near Southend-on-sea in England (Razak and et. al., 2020). It is Mitnija's fifth
order from Lidl GB that work as a British arm of retail companies.
Evaluation of different techniques used for extend and leverage brand
With evaluation of all techniques it is analysed that fit and leverage perform an important
role in the organisation. Their are positive results and aspects is managed through develop of
essential terms that increase brand awareness in market. It also define about reinforce and re-
vital of organisational concept that increase possibilities of performing work by analyse of
company perspective. Further, challenge which is related with brands define about overall goals
that create complex results to position company products in market. Global aspect also define
measurement of value that reduce possibilities to enter in market with appropriate approach.

TASK 4
P5) Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples.
The managing and measuring of brand value is always been an essential aspect for all the
business as with this capability to induce adequate control towards working is processed with
perfection and adequateness. The brand value is incorporated with success and growth of a firm
and with this suitable information is shared within competitive marketplace is diverse with better
insight which is also be beneficial in terms of value creation and its development. It is a form of
strategic formulation as with this market growth and its attentiveness is advanced within
stipulated period of instance. It offers different tangible and intangible services to the business
and from this profit maximisation is always get enhanced over a continuous period of instance. It
is also being perceived with adequate measurement of different dimension such as loyalty,
leadership, customer oriented association, brand personality, perceived quality and many market
measure as well such as market price and share (Renton, Daellenbach and Davenport, 2016). An
organisation measure its brand equity and aspects related to different financial aspect such as
price over market competition, average transaction values, sustained growth, customer lifeline
aspect and local sales at stores. Lidl is having its stores in 11200 no. of locations and having
315,00 number of employees through which working ability and its capability to advance its
market share is improvised with perfection. There are various competitors of Lidl such as Tesco,
Morrisons, Marks and Spencer and many others as well that assist the business to induce diverse
range of strategies on regular basis.
There are different measures that is used to measure brand measurement such as brand
awareness, market share which is as briefly explained below as:
Measurement techniques for measuring brand awareness: It is usually get measured
with support of survey and for this business conduct a survey that is processed with emails,
telephone, website and other existing customers experience as well. In this management select
random based respondents are take adequate review from them by which better insight is detailed
about brand. In addition, it is also being processed by looking forward volume data that is
developed from search engines through which suitable volume is increased in balanced mode.
Measurement techniques for market share: The market share is used to define overall
revenue generation as with this market growth and its share is enhanced through which rate of

market competition also getting advanced. It is also being analysed as with support of channel
partner engagement through which participation level towards promotion and campaign is
developed at international market. In this loyalty among competitive marketplace is also getting
resolved and long term sustainability is maintained with systematic manner.
Brand audit- The term brand audit is explained as a detail analysis and it demonstrate
methods of different brand. Within context of brand an organisation currently perform their work
with stated goals and it also look with wider landscape that is used to check performance position
of company in market (Wang, He and Barnes, 2017). The term methodology also depend on
industries and companies through which all task is completed by performing position in market.
With establish of effective techniques customer mind and industry is compared with the number
of competitors. By review on brand effectiveness or audit Lidl GB store implement and develop
measure that aids to enhance and analyse corrective measure in future.
Brand tracking is explained as a way for measuring health of brand and it terms of
consumer usage. With analyse of company brand this is usually related with overall brand. All
attributes define brand that aids to improve overall performance of organisation. A strong brand
tracking programme and it define authoritative read of brand progress that deliver improvement.
All aspect that manage change with emotional attachment for increase all statements that
improve individual experience. Score for brand warmth relatively manage change in order to
implement better aspects in company. Intangible asset is explained as a major driver of business
and it explain major term and value creation among today competitive, interconnected and fast-
moving environment. All challenges related with brand undertake and develop aspect that is used
to measure and manage financial value.
Different way exists within companies and it define different aspect that relate with
financial value of brand. Several organisation, including international organisation for
standardization and market accountability standards etc. all are faced towards implement of
extent that define about standing need to understand and measure financial value of brand.
Strategic role of finance organisation define about asset and resources for best business return
and manage risk. The term marketing strive define case of increasing array of marketing
activities. Traditional function such as sale, distribution and sales promotion all are included in
brand management that bring positive aspect for improving marketing expenditure in market. So

for brand value individual undertake and define all terms that enhance customer relationship
management system.
Brand value is define as a process of estimating overall financial value related with a
brand. The conflict interest exist and it explain about all those methods that improve creation of
different factors. All standards specifically key requirements define process of valuing brand and
it make transparent, valid and objective parameters to increase company efficiency. Some
approaches implement by company methods is mention as follow:
 Cost approach- It is related with generation of brand and also it defines fundamental
premise related with cost approach. This aids management of Lidl GB store to identify
and define method of building brand and than less expenses that reflect market value.
 Market approach- Within this approach market price of product is compared and it
explain about valuation method. It rely upon different marketing marketing transaction
that is used to compare brand rights. With asset of company approach it is analysed
organisation perform all results by analyse of technological aspect that enhance number
of transactions in company.
 Income approach- The number of approach define and identify number of value that
present economic benefits. An organisation receive different perspective and they are
useful for utilise of brand. Moreover, income approach identify premium method to
compare and generate premium volume for organisation. The estimate value of brand
define premium volume to account better price.
CONCLUSION
With the analyse of above report, it is concluded that brand management perform an
important role and it support an organisation to perform their work with analyse of marketing
aspects. The management consider about importance of branding and it explain marketing tool to
emerge business practice for improving company goodwill in market. Formulation of appropriate
brand strategy aids to improve organisation with analyse of brand equity model. Strategies of
portfolio management also define aspects of brand management that aids to implement fit and
leverage model to manage work with appropriate framework. In the last, different techniques
such as understand of market share, purchase intent and customer attitude will also included to
manage work in proper manner.

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