(Solved) Assignment on Brand Management
Added on 2021-01-02
15 Pages4699 Words490 Views
Brand Management
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................11. Introduction..............................................................................................................................12. Main Body...............................................................................................................................23. Conclusion...............................................................................................................................2TASK 2............................................................................................................................................31. Costa Coffee's brand portfolio strategy...................................................................................32. Illustration of the hierarchy management of brands within Costa Coffee's portfolio..............33. Strategies used for managing the equity of the brand within Costa Coffee's portfolio...........4TASK 3............................................................................................................................................41. Strengths of the brand that can get leverage............................................................................42. Weaknesses that may need attention providing some possible suggestions............................53. Collaborative and partnership agreements...............................................................................5TASK 4............................................................................................................................................51. Brand value..............................................................................................................................52. Brand Awareness.....................................................................................................................63. Market share.............................................................................................................................64. Consumer attitudes...................................................................................................................65. Purchasing intent .....................................................................................................................6CONCLUSION ...............................................................................................................................7REFERENCES................................................................................................................................8
INTRODUCTIONBrand management is being considered as a process tat helps in maintaining anddeveloping a positive name of the company in all over world. In business market, brand can bedeveloped through creating promises with customers regarding offered product and services withmeeting all the requirements with standardisation (Arai, Ko and Ross, 2014). It has beenanalysed that branding can improve customer loyalty with firm's products and services. Inpresent report, an advertising company has been chosen to complete the first task i.e. OptimumImpression Ltd. This section will be enclosed with an article which will include CBBE Modeland so on. Apart from this, for rest of the tasks, a well known company that has been taken i.e.Costa Coffee which is a British multinational coffee house found in 1971 by Bruno Costa andSergie Costa. This section will show brand portfolio, extension and leverage. Lastly, assignmentwill focus on managing the over all brand value of the company.TASK 1Article : Brand is PowerTo: Board of Directors of ‘Optimum Impression Ltd’From: Marketing manager Date: November 2nd,2018,Subject: Brand is Power1. IntroductionA private limited advertising company named as Optimum Impression Ltd. is doingbusiness in all over UK and got launched in front of United Kingdom's market in middle of2003. An article has been prepared by marketing manager of Optimum Impression Ltd. Whichwill aid in developing a whole new marketing brochure of the company.Brand –This can be defined as a unique shaped design, a symbol or combination ofwords that a company carries for developing its unequalled identity. In present world, it hasbeen identified that brand is majorly being used by every single business organisation so that todevelop its own unique image in all over world (Buil, De Chernatony and Martinez, 2013). Inother words, brand can be understood as a concept which helps consumers in identifying acompany's products and services with the help of sign, logo or design of the organisation. It ismajor responsibility of marketing manager of the Optimum Impression Ltd. to develop right1
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