41 Brand Management

BRAND MANAGEMENT
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Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Emergence of branding, it's importance in business practices and brand management
strategies......................................................................................................................................3
TASK 2............................................................................................................................................6
Brand portfolio management and analysing how brand hierarchy and different models are
build and managed......................................................................................................................6
TASK 3 ...........................................................................................................................................8
A) Determine the various techniques used to leverage and extend brand in context of chosen
organisation.................................................................................................................................8
B) Evaluate different branding strategies used in collaboratively and in partnership both in at a
domestic and at a global level...................................................................................................10
TASK 4..........................................................................................................................................11
Critical evaluation of the various techniques used for measuring and managing brand value. 11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
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INTRODUCTION
Brand management is a marketing technique through which the value of the products can
be increased (Beverland, 2021). An effective brand management strategy helps the business to
create awareness about the brand and attract loyal and potential customers. Brand management
strategies help the business to effective plan the tasks which can help them in the
accomplishment of the organisational goals. With the help of brand management strategies, the
values of the products can be increased. Lidl is a German supermarket company which have
stores all around Europe and United States. The company was established by Josef Schwarz
in1973 and the headquarters are situated in Neckarsulm, Germany. The company ensure to
deliver fresh and high quality food products. This project consists of necessary information
regarding the understanding of the brand, what techniques are used for managing the brand value
and the strategies that are adopted for management of portfolio and management of brand equity.
TASK 1
Emergence of branding, it's importance in business practices and brand management strategies
The concept of branding came in highlight in 1500's which was in the 19th and 20th
century (Borkovsky and et.al., 2017). Branding is a marketing technique which help a company
to build goodwill in the market. This technique of marketing help the business to distinguish it's
products from other brands and also to create an positive impact on the customers. The
companies can promote their brand by advertising and building reputation in the market.
Importance of Branding
Brand equity is a technique through which the social value of the brand can be measured.
Brand positioning techniques help the business to target customers and distinguish their products
and services from the competitive brands. Branding is an important factor which help the
business in creating an impact on the consumers, some of the reasons which states the
importance of the business are explained below:
 Recognition: By implementing effective brand management strategies, a business can
gain recognition and the awareness about the brand can be increased in the market. The
logo of the company acts as the visual representation or face of the company which help
the customers to recognise the brand by their logo's. An effective branding strategies can
help the business in creating goodwill in the market. Lidl focuses on promoting their
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brand and also focus on delivering best quality of products and services which help the
business in building goodwill in the market and awareness about the brand can be
increased.
 To enhance the value of the business: With the help of effective brand management
strategies, a business can increase the value of the business in the industry. It also help
the business to grasp more opportunities which will be beneficial for the overall
productivity of the business. Lidl encourage it's employee's to deliver quality services that
can help the brand to attract loyal customers and the value of the business can be
increased (Brooks and Anumudu, 2016).
 Branding and advertising: The advertising strategies adopted by the business directly
affect the brand image of the business. The advertising strategies such as promotions and
outstanding branding can create a positive and negative impact on the business. Lidl
engage in attractive and effective advertising strategies through which they can deliver
their message and attract numerous customers.
Brand Equity Technique
 Incline in the profit margin: By effective branding techniques the business can attract
numerous customers which can increase the sale of the business and earn maximum
profit. With the help of positive brand equity techniques the business can increase their
profit margin by maintaining the goodwill of the brand in the industry which will increase
the sale of the products and services that are provided by the company. With a positive
brand equity, a business can charge high price for the products and still make high sales
of the business (Du Preez and Bendixen, 2015). Lidl focuses on increasing the profit
margin by providing good products which will help them to increase the sales and the
profit can be maximised.
Brand Positioning Techniques
 Effective and innovative decision-making: A clear brand positioning strategy help the
business to communicate clearly and effectively. It also help the business in making
decisions which will be productive for the business. Lidl focus on making decisions
which are effective and innovative for the business and also helps the company to
maintain their position in the market and retain their loyal customers.
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