Brand Management: Implications, Tactics, and Techniques

This document discusses the implications of branding in marketing, successful tactics for maintaining brand equity, and techniques for portfolio administration and brand hierarchy management. It provides examples in the context of LIDL GB store and emphasizes the importance of branding for attracting customers and increasing profitability.

Brand
management
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Table of content
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the implication of branding is determined as a tool related to marketing and why
and how it has emerged in business practice..........................................................................3
P2 Assess the factor of successful tactics connected to brand for maintaining brand equity.5
M1 Assess how brands are maintain over time aby using application of appropriate theories,
models and concepts...............................................................................................................6
M2 Apply proper examples in organisational context...........................................................7
TASK 2............................................................................................................................................7
P3 Assess various techniques of portfolio administration, brand hierarchy and brand equity
management............................................................................................................................7
M3 Critically assess portfolio management, brand hierarchies & brand equity by accept
proper theories as well as models...........................................................................................9
TASK 3..........................................................................................................................................10
P4 Brands are hold collaboratively and in partnership.........................................................10
M4 critically analyse various techniques adopted to leverage and extend brands...............10
TASK 4..........................................................................................................................................11
P5 Evaluate various tools for handling brand value using specific organisational examples.11
M5 critically assess application of techniques for handling brand value by using particular
organisational examples.......................................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13
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INTRODUCTION
Brand administration is determined as practices that are used by company for management.
The different kind of tools adopted by organisation for managing brand and also attract ample of
user. In assistance of this, it is significant to sustain loyal user for a longer time period. This
report is based on organisation named as LIDL GB store. It is determined as a grocery as well as
supermarket which operate their business in different country for satisfying its customer. This
company was founded in the year of 1973 by Josef Schwarz. They emphasize on offering
products and services in different part of world. This report includes importance of branding that
is determined as a tool related to marketing. The primary elements to manage strategies and
tactics for prospering brand that help in managing brand equity in proper way. In this report,
there are different strategies adopted for portfolio management, brand equity management as
well as assess brand hierarchy. It includes analysis of how brand managed collaboratively in both
local as well as global level. In assistance of these, there different kinds of technique which is
adapted for assessing worth related to brand that is going to be discussed in this report (Brodie
and Benson-Rea, 2016).
MAIN BODY
TASK 1
P1 Explain the implication of branding is determined as a tool related to marketing and why and
how it has emerged in business practice.
Brand is strategy or action that is taken by company in order to promote products and
services that is connected to brand. It is significant for chosen organisation to perform proper
practices which is related to branding during the period of time. Branding is very important in
marketing that help in attracting ample of user in context of organisation that increases sales of
company. LIDL GB store emphasis on increasing brand image or reputation by providing
effective quality of products and services to its user and also fulfils their requirement. In addition
to this, branding is considered as a significant strategy and tactics of organisation which is
important for increasing sales in upcoming time period. The importance of branding is connected
to marketing as a tool which is given below:
The brand offer competitive edge brand is important because it aids assistance to
organisation in accomplishing competitive advantage over rival firms in the market. By adopting
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good brand image or reputation, the chosen organisation is able to accomplish competitive
advantage over rivalries in the market and also it is adopted in implementing various practices
within business organisation. There are different kinds of tool which is used within business
organisation that is considered for executing or promote task of organisation during the period of
time. Brand is important practices that increasing market share related to organisation (Brown,
2016).
Attract customer brand is significant for attracting ample of user in context of company.
The brand image and goodwill that is connected to company is able to attract ample of user and
also increase sales of company. Thus, the brand image is considered as an important as it attracts
different kind of customers with aim of enhancing goodwill. Therefore, it is necessary to have a
strong brand which is important for increasing favourable impact on brand among customer.
Increase profitability it is necessary to increase profit of business organisation in order to
conduct different task in proper way. It is significant for company is to increase good brand
image or reputation for increasing profit margin. In addition to this, brand is considered as a
significant part of organisation as it helps in enhancing practices related to marketing of
organisation. It is important that branding help in generating organisation value which is
significant for properly execute practices within business organisation. Branding is important
because it is determined as a marketing tool that enforces direct impact on increasing profit
margin and sales of organisation and also the focus is on enhances practices that is connected to
company.
Enhance customer loyalty by adopting superior brand within business organisation; they
are able to enhance satisfaction level or fulfilling need of user during the period of time.
Branding is important technique of marketing as it is significant for increasing trust of user for
increasing brand image. It is significant for LIDL GB store to assess proper practices that is
connected to branding with aim of accomplishing goal and objective in pre-decided period of
time. Thus, it is important to increase loyalty or trust level of user for enhancing base and
increase positive brand image of company in front of customer in the market. In assistance of
this, branding is considered as a important part of company as it help in increasing practices that
is connected to branding for attracting ample of customer in context of organisation which
enforces direct impact on functions and element of company and it is important for chosen
organisation to determine proper activity in order to conduct successful branding. In addition to
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this, the superior branding enforces direct affect on company as they are able to execute task of
in proper way. The respective company emphasis on executing different tasks related to branding
with purpose of increasing profit in upcoming time period.
The practices related to branding help in executing various tasks in appropriate way.
According to chosen company, they use various types of tool of marketing for attracting ample
of customer in assistance with increasing revenue of business organisation which will be helpful
for success and growth of company (Davis, 2017).
P2 Assess the factor of successful tactics connected to brand for maintaining brand equity.
Brand strategy focuses on making a proper plan that is connected to brand for
accomplishing goals as well as objective of company. It is important for choosing company to
properly adopt strategy related to branding for increasing brand equity. In addition to this, there
are different kinds of factor that is significant for increasing good brand equity. In assistance of
this, brand equity determines the commercial value that is connected to company from
perspective of customer in context of brand image of goodwill of company. This will include
perception of customer in respect of specific product and services that is offered by company that
assists in increasing blood image as well as reputation of company in mindset of customer in
market. It signifies worth that is used by business organisation in same product under particular
name of brand. It is significant for adopting superior or good brand as compared to other
rivalries. The action plan adopted by organisation to increase brand value which is going to be
mentioned below:
Brand awareness in order to create awareness in respect of products and services, the
company emphasised on determining different kinds of approaches in proper way. This is
determined as a proper tools and techniques that help in increasing awareness in respect of goods
and services and offer various products according to need of its user (Fay and Zavattaro, 2016).
Brand loyalty the chosen organisation offer proper services in addition with appropriate
quality of goods for increasing brand loyalty as well as trust of customer in context of
organisation. In assistance of this, it is significant for enhancing image or goodwill of company
by satisfying need and want of its user.
Regular product launches the chosen organisation provide regular goods along with aim
of enhancing brand value and attract ample of customer in respect of organisation by regular
introduction of goods. The company emphasis on analysing needs and wants of user and also
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launch product as per need. It is significant for increasing brand value for accomplishing goal in
pre-decided period of time. There are different types of element that help in maintaining brand
equity which is helpful for customer. It is significant for chosen company to analyse those kind
of factor that is significant for increasing brand image which is given below:
Communication factor it is significant element for enhancing brand equity as this help
in providing proper kind of information to customer in respect of brand. The communication
helps company to increase brand equity and also provide superior types of products for satisfying
requirement of customer. It is important for manager of chosen organisation to offer proper
information to its customer in context of brands for increasing sales and profit margin in future
time period. Thus, the management team emphasis on offer goods and services as per need of its
user and ensures experience of user during particular phase of time period (Drury, 2016).
Strategies: the chosen organisation emphasis on increasing or implementing appropriate
strategy that is connected to brand which is useful for providing direction to company. There are
different kinds of activity that is connected to brand administration in proper way. The manager
of chosen company focuses on building proper strategy for satisfying wants of its user. It is
significant for providing guidance to company that assists in accomplishing objective in pre-
decided period of time.
Increasing awareness it is important for company to execute different kind of practices
that is important for enhancing awareness in respect of product and services at marketplace. This
element enforces direct impact on overall performance level of organisation and on brand equity.
Thus, it is important to increase awareness of goods and services in front of customer in mindset
of user at marketplace (Govers and Go, 2016).
Brand extension is considered as a basic one that aids assistance in handling competitive
edge. This is helpful in maintaining proper relation with user by offering them product as per
their needs. In assistance of this, brand extension emphasized on using superior quality of goods
and services by modification in existing goods and services in mind set of customer in
marketplace
M1 Assess how brands are maintain over time by using application of appropriate theories,
models and concepts.
Branding is very important in marketing that helps in attracting ample of customer in
context of organisation that increases sales of company. Therefore, the LIDL GB store emphasis
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on increasing brand image or reputation of company by providing superior product and services
to its user and also focuses on satisfying their requirements. In addition to this, branding is
considered as a significant strategy of organisation which is helpful for increasing sales and
profit margin in upcoming time period.
M2 Apply proper examples in organisational context.
There is different example adopted by a business organisation for extending brand which
will be beneficial for company in future period of time. It is also helpful in attracting ample of
user in the market. They also emphasized on offering superior goods and services to its user in
order to satisfy them. Therefore, for example LIDL GB store emphasized on providing goods
according to their need that help in increasing brand, customer loyalty in respect of brand at
market place. For example LIDL GB store is determined as a grocery store that is situated in UK
and handle brand by targeting individual person. For instance, they promote brand by using
social media techniques such as you tube, Google and many more. Therefore, their stores or
outlets are larger than ALDI stores that signify brand value. It has been assess that it is important
for brand to handle them in order to grab opportunity in future period of time.
TASK 2
P3 Assess various techniques of portfolio administration, brand hierarchy and brand equity
management.
The portfolio administration have a proper controlling as well as monitoring of program
related to accomplishing favourable result that is connected to services. The main aim of
portfolio management is to handle implementation related to changes for accomplishing
favourable results in future time period. As per LIDL GB store, it is considered as famous
company as they have various types of portfolio management tactics that is significant for
holding appropriate position in market. It is determined as various strategies related to portfolio
administration that help in offering guidance in context of managing product and services of
company (Hestad, 2016).
Passive management according to this kind of strategy, the company focuses on achieving
competitive advantage over rivalries in the market. The company focuses on implementing
different kind of activity in proper way that is going to be mentioned below:
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Indulging in long term trading they emphasize on enhancing portfolio management in
which implement of trading to enhance scope that is connected to portfolio.
Investment in index funds as situation arises, when company emphasized on larger
portfolio that explains that the company confronting various types of challenges in market.
Active management it is determined as a important strategy that is significant to adopted
by company which is connected to analysis of particular information portfolio as organisation
emphasis on executing task in different method that is going to be mentioned below:
By using quantitative analysis the company focuses on providing arithmetic comparison
to assess success related to portfolio tactics in proper way.
Diversification factor as specific company which is named as LIDL GB store needed to
possess appropriate portfolio to enhance scope that is connected to success as well as growth of
company in the market (Kucherov and Zamulin, 2016).
On the given discussion, there are various tactics that is connected to portfolio
management; the company must consider active administration because they adopt
diversification tactics.
Brand hierarchy: It is determined as a series of product which manufactures and
marketing in name of company or according to brand. There are various kinds of products
offered by a company like clothing and home appliances that are produced in manufacturing
house for the purpose of market in order to satisfy purpose related to marketing. It is determined
as various strategies that are going to be mentioned below:
Branded house as per these strategies, the company analyse brand and sub brand of
company which is not linked along with original brand. The chosen company have superior
brand image and as compared to its competitive firm during particular phase of time.
House of brand according to this approach, it is determined as a different from company
as they emphasized on advertise for enhancing experience of customer during the period of time.
In assistance of this, the company emphasis on promoting brand for attracting ample of customer
in the market.
On the above given description related to brand hierarchy, there are various tactics which
is adopted by company like brand, electronic appliances and many more that help in sustaining
user or customer for a longer time period in the market. It is considered as a flexible for company
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in order to differentiate their goods from competitive firm for achieving competitive edge over
rival firms in the market.
Brand equity administration is determined as a system that related to research that
emphasize on optimum use of information for accomplishing goal in future period of time.
Organisation which is named as LIDL GB store used brand equity management that is going to
be mentioned below:
Salience this is determined as a first level that assists in increasing awareness in respect of
organisation goods and services in the market.
Customer focus is to satisfy requirement of customer by adopting various techniques
related to advertisement.
Customer promotion there is also requirement of company perspective to manage
relationship with user.
Promotion: it is also assists in retaining user for a longer time period.
Judgement as this is determined as a level in which good is introduced as per perspective
of user.
Resonance it is considered as a highest process in which company emphasized on
considering model related to customers using reference of satisfaction or fulfilment of need of
user (Marland, Lewis and Flanagan, 2017).
M3 Critically assess portfolio management, brand hierarchies & brand equity by accept proper
theories as well as models
Portfolio management it signifies selecting investment criteria with objective of
accomplishing objective in timely manner. It is important concept that is needed to be performed
in most appropriate manner.
Advantage the primary benefit of this kind of concept is it assists in taking appropriate
decision in order to invest within business organisation.
Disadvantage the disadvantage of this kind of concept as it needed proper knowledge as
well as a skill in order to perform different concept.
Brand hierarchy they emphasis on handling various kind of product in business
organisation in particular way.
Advantages in order to handle brand hierarchy, they focus on increasing growth and
development of organisation for a longer period of time.
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Disadvantage the disadvantage is that not every company is capable to handle brand in
proper way due to impact of business environment.
TASK 3
P4 Brands are hold collaboratively and in partnership
For organisation, the brand is significant to handle by business organisation. Moreover, the
brand signifies mindset of customer for maintaining long lasting relationship along with them.
Therefore, LIDL GB store is considered as a grocery sector that offers goods at international
level. All brand administration is determined as a significant concern for company that assists in
accomplishing competitive advantage over rivalries in the market. In addition of this, operation
related to company in addition with small company is determined as a primal method for
exploring worth in the market.
Brand extension is considered as a basic one that aids assistance in handling competitive
edge. This is helpful in maintaining proper relation with user by offering them product as per
their needs. In assistance of this, brand extension emphasized on using superior quality of goods
and services by modification in existing goods and services in mind set of customer in
marketplace (Seyedghorban, Matanda and LaPlaca, 2016).
Brand leveraging: It is determined as a strategy and tactics to adopt power to prevailing
name of brand to provide support to organisation to take entrance into new but connected
category of good by communicating information of goods to user.
Strategies of brand extension there are different kind of companies that emphasize on
deal in different product and services as compared to its rivalries. In assistance of this, it is
important for company to design tactics for performing various works in proper way. Therefore
the goal or objective of company is similar as they emphasize on attracting ample of customer
during the period of time. The organisation emphasis on generating higher level of revenue then
they emphasize on enhancing loyalty of user. In addition of this, the company can use different
kind of promotional tools such as advertisement, commercial ads and many more in order to
promote products and services in the market that is given beneath:
Brand imagination is considered as a brand which is followed by every company for
success and growth of company and also helpful in maintaining relation with user.
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Innovation is considered as a tool that is helpful in performing work along with some
innovative offering in the market. It will aids assistance in enhancing profit margin in upcoming
time period.
M4 critically analyse various techniques adopted to leverage and extend brands
There are various techniques used to extend brand is brand awareness that is considered as
a marketing term which determine degree of awareness of product by name. In addition to this,
the company focuses on increasing awareness for promoting products and services that assists in
competitive edge over rival firm at marketplace.
TASK 4
P5 Evaluate various tools for handling brand value using specific organisational examples.
There are different techniques that are adopted by company for handling or as well as
managing brand value. It is important for company to consider proper approaches for
successfully execute primal practices related to company. There are different kinds of techniques
that assist in handling value related to brand which is given below:
Customer attitude it is important for a company to analyse demand for taking
appropriate decisions that is connected to customer. The chosen company emphasised on taking
feedback from customers for enhancing brand value.
A feedback emphasized on conducting survey for analysing opinion of customer and this
is determined as a proper technique for analysing need and want of user.
Brand awareness is considered as a marketing term which determines the level of degree
of awareness of products by name. Herein, the company focus on increasing awareness for
promoting products and services that assists in accomplishing competitive edge over rivalries in
the market (Wallace, 2016).
Promotion for increasing brand awareness in company, they use promotional tools that
help in grabbing level of attention of user in proper way like sample, free gifts for promotion.
M5 critically assess application of techniques for handling brand value by using particular
organisational examples.
All brand administration is determined as a significant concern for company that assists in
accomplishing competitive advantage over rivalries in the market. In addition of this, operation
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related to company in addition with small company is determined as a primal method for
exploring worth in the market (Wheeler, 2017).
CONCLUSION
On above given report, it is assess that brand administration is determined as practices that
are used by company for management. The different kind of tools adopted by organisation for
managing brand and also attract ample of user. In assistance of this, it is significant to sustain
loyal user for a longer time period. This report includes importance of branding that is
determined as a tool related to marketing. The primary elements to manage strategies and tactics
for prospering brand that help in managing brand equity in proper way. In this report, there are
different strategies adopted for portfolio management, brand equity management as well as
assess brand hierarchy. It includes analysis of how brand managed collaboratively in both local
as well as global level. In assistance of these, there different kinds of technique which is adapted
for assessing worth related to brand that is going to be discussed in this report.
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REFERENCES
Books and Journals
Brodie, R.J. and Benson-Rea, M., 2016. Country of origin branding: An integrative
perspective. Journal of Product & Brand Management.
Brown, S., 2016. Brands and branding. Sage.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
Drury, P., 2016. Employer branding. Human Resource Management International Digest.
Fay, D.L. and Zavattaro, S.M., 2016. Branding and isomorphism: The case of higher
education. Public Administration Review, 76(5), pp.805-815.
Govers, R. and Go, F., 2016. Place branding: Glocal, virtual and physical identities,
constructed, imagined and experienced. Springer.
Hestad, M., 2016. Branding and product design: an integrated perspective. Routledge.
Kucherov, D. and Zamulin, A., 2016. Employer branding practices for young talents in IT
companies (Russian experience). Human Resource Development International, 19(2), pp.178-
188.
Marland, A., Lewis, J.P. and Flanagan, T., 2017. Governance in the age of digital media and
branding. Governance, 30(1), pp.125-141.
Seyedghorban, Z., Matanda, M.J. and LaPlaca, P., 2016. Advancing theory and knowledge in the
business-to-business branding literature. Journal of Business Research, 69(8), pp.2664-2677.
Wallace, M., 2016. Museum branding: how to create and maintain image, loyalty, and support.
Rowman & Littlefield.
Wheeler, A., 2017. Designing brand identity: an essential guide for the whole branding team.
John Wiley & Sons.
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