Brand Management and Marketing Strategies

The provided assignment is a compilation of various research papers, articles, and studies related to brand management and marketing strategies. It includes topics such as the impact of internal brand management on employee job satisfaction, the brand personality effect, and managing luxury brands. The assignment also covers advertising media planning, examining antecedents of positive employee brand-related attitudes, and measuring perceptions of brand luxury. The summary provides a detailed overview of the content and topics covered in the assignment.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1 .....................................................................................................................................1
P1. Importance of branding as a marketing tool and ways of emerging in business practice.....1
P.2 Key components of successful brand strategy ....................................................................4
LO3..................................................................................................................................................6
P.3. Various strategies of portfolio management,brand hierarchy and equity management .....6
P4 Management of brands in partnership both at domestic and global level..............................8
P5 Techniques for measuring and managing brand value over time........................................10
CONCLUSION..............................................................................................................................11
REFERENCES ............................................................................................................................13

INTRODUCTION
Brand management is the process of improving and maintaining the brand in terms of
sign, term, logo and symbol. Through this, firm can maintain competitive edge on others. It helps
in promoting and marketing the brand in market (Gromark and Melin, 2011). This is done to
capture more customers and to increase the market share. Thus, firm can generate trust and
confidence among all users. Through it, organization can maintain a positive image in the minds
of customers. Through this, company can increase their market share. It also results in expansion
and widening of the business. In this project there are two companies named as Audi and
Hyundai that are popular automotive companies. They are operated globally and enjoyed a good
brand image. Report discusses about the importance of branding as a marketing tool and reasons
as well as methods of emerging it in business practice. Project discusses about the key
components of successful brand strategy for building the brand equity and various strategies of
portfolio management along with brand hierarchy and brand equity management. Report
explains about the methods of managing brands collaboratively and in partnership at national and
global level. Further, report also discusses about various techniques for measuring and managing
the brand values through various examples.
SECTION 1
P1. Importance of branding as a marketing tool and ways of emerging in business practice
Definition of brand – It is a sign, term, logo and symbol which creates a unique identity
of the brand. This is done to differentiate it from other products and to increase the profits and
market share.
Audi and Hyundai are two automotive companies that are providing high quality products
with recent features and thus, maintains a strong image in the minds of customers. Audi has
increased the market share due to parent company but now, it has maintained its own reputation
through superior goods and services.
There are differences in between the products and brands. They are:
Brand Product
 They are the items which differentiate
from other products.
 They are items which are already
present in market for the purpose of

 They are having unique and distinct
features so they cannot be copied easily
by the competitor firms.They have both
types tangible and intangible.They are
manufactured by the customers
selling. They can be copied by the
competitors easily.They are only
tangible in nature.The products are
manufactured by the manufacturer.
Importance of branding – Branding is a marketing tool and is important for company so that
products can be differentiated from other products. Thus, the importance of branding of Audi is -
 Customer Loyalty – It helps in maintaining the brand loyalty as the brands. As the
company provides products with unique and innovative features thus attracts many
customers (Herstein and Zvilling, 2011). Company tries to create good and favourable
image in minds of customer’s .Thus many consumers purchase the products of Audi and
do not buy goods of another firm. They give reference to their friends and relatives so
hence organization can capture more users. It results in earning of more profits and can
increase the market share.
 No advertisements – Through effective branding, people feel that new products which
are launched came with recent features and attributes. Thus, company does not have to do
advertisement for promotion of the products. Therefore, it saves additional cost of
company in promotion. Firm can also attract many customers in a short period of time.
So firm can maintain good image in minds of customers as well as in market. Thus
company can generate revenues and can increase the market share.
 Good image – Company launches new and innovative models of car continuously. So
hence many customers are attracted towards the products. Users are interested in
purchasing all products. Hence company can maintain unique and distinct position of the
brand in minds of customers. Thus it results in increasing of profits and market share.
Organization can expand and diversify the business in shorter period of time. Thus firm
can give strong competition to other firms. It results in growth and success of the
organization.
Elements of strong brand
 Design and build – Through good design of brand many customers can abler top recall
and recognize it (Kapferer, 2017). Thus it can attract many customers. Thus Audi has

various designs in the different models so that it can attract many users. This results in
maintaining good image in minds of the customers.
 Logo – Audi has a unique and innovative logo through which it has created distinct
image in minds of customers. Thus many people can recall it and they purchase various
models of car. Thus company can maintain good and favourable image in minds of many
users and can attract many customers.
Reasons of emerging the brand- There are various reasons of emerging the brand of Audi.
They are -
 Quality – Audi can maintain good and luxury products with various unique and
innovative features in the brand. Thus it can attract many consumers and can generate
more profits. Thus firm can maintain distinct position in the market.
 Promotion – Audi do the promotion through advertisements ans social media. It has
created various unique and attractive pages in various webpages in the internet. Thus
many customers are attracted towards the products. They give reference to other friends
and relatives. So hence it can increase the profits and market share.
 Premium pricing – Audi company charges high price for their good quality product.
Through this company can attract many customers. Thus firm can increase the profits and
market share.
Methods of emerging and managing the brand
Main issue is the company has to include the latest features and trends in their models.
For this company has to do research in the market. They include the latest features and
technologies for creation of various models. So hence firm can create unique and innovative car
which can attract many customers (Keller, 2013). Organization also evaluates the various
competitor’s activities so that it can create plans and policies according to other companies.
Through good quality of products company can create brand awareness and brand loyalty among
all customers. Company can also maintains and strengthen the brand equity through various
promotion and marketing programmes. Through it firm can increase their profits and market
share.

P.2 Key components of successful brand strategy
There are various strategies used by the Audi to maintain unique identity and position in the
market as well as in the minds of customers. So various strategies created by AUDI are -
Brand reinforcement – It is the method to maintain the brand equity among the existing
and new users in the market. Firm can use various marketing and promotional methods to create
a different product in the product. It is done recapture the lost sources of the brand equity. It
solves various issues -
 Maintaining the brand consistency – It tries to create unique brand so that it can create
unique and distinct position in minds of customers.
 Protecting sources of brand equity – Firm always tries to create product so that it can
protect the existing the brand equity. They also searches for new sources of creating the
brand equity.
There are various strategies of reinforcement which are - Brand awareness – In this company tries to make plans and policies so that customers
can recall and recognize the products. But AUDI has already have good market share so
that it do not needs to create brand awareness through various strategies. Customers
already knows the brands so it do not need to create strong brand strategies.
 Brand image – It means the customer perception regarding the products and the
company. Audi has to provide good quality of products and good delivery of services top
the customers so that it can maintain good and favourable image in minds of consumers
(Keller, 2017).
Brand revitalization – In this method product is in maturity stage and there are less profits of
the company. So company has to create plans and policies to secure the sources of brand equity
and to revitalize the brand in minds of all the customers. It can change the targeting and
positioning,packaging strategy etc. Various strategies used by AUDI are - Become customer concentric – Company has to put emphasis on the customers so that
company can get successful in the market. It has to create plans and policies so that it can
attract more customers in shorter period of time. Thus it can maintain unique position in
minds of customers. Thus it can capture more customers. Renaming the brand – AUDI can rename the brand which helps in gaining of more
customers. Through it company can create new and unique brand image in minds of

customers. Thus it can gain more profits and can increase the market share. It can also
strengthen the brand equity among all users.
 Applying with brand story – AUDI can create unique features and attributes ton attract
the customers. Company can give different brand statement so that it can create unique
and different association in minds of customers. Through thus customers can properly
connect with the brand. Thus customers gets attracted towards the product. Thus firm can
increase their profits and can increase the market share (Kelley,Sheehan and
Jugenheimer, 2015).
Main challenges of developing the brand-
Development of brand is a difficult activity as it involves huge cost and money. So
various challenges faced by AUDI are - Expensive – It is a expensive process. AUDI has to do various activities for creation and
for promotion of the products. They require huge funds for creating various strategies. So
it is sometimes difficult for company to arrange the funds for various activities and
tasks. Thus company cannot run successfully and smoothly. Barriers to entry – Sometimes company cannot do business ion certain countries due to
certain rules and regulations in the market. Thus it cannot operate in various countries.
Thus it cannot generate more profits and cannot increase the market share. This leads to
low performance of the company. Due to this firm cannot expand the business.
 Winning the consumer loyalty – AUDI has to make various strategies and policies so
that consumer loyalty can be maintained. Consumers shifts from one brand to another. So
it is a tough challenge for company to make unique and innovative models which can
attract and satisfy the customers. Users also shifts from another brand as they are is
cheaply and costlier. So firm has to carefully evaluates the market and then make
strategies.
Stages of brand development -
CBBE model by Keller- It is a model which helps in maintaining the brand loyalty
among all the users in the market. Through this company can gain more customers in shorter
period of time (King and Grace, 2012). Firm can also create unique and distinct position in
minds of the customers Stages of brand development used by AUDI are -

 Brand identity – AUDI can use various strategies to create unique identity of the brand.
They use market segmentation and other selling methods and strategies so that customer
can recall and recognize the product. Thus it helps in increasing the brand awareness
among all the users. Brand meaning - Company tries to communicate the objectives and the purpose of the
brand to the customers. It is done to increase the knowledge of the brand among the
customers. Brand Response – In this marketing team of the company get views and opinions from
the consumers. It is important so that firm can make changes in the plans and policies and
can capture more consumers.
 Brand Resonance – Finally in the last step company tries to create unique association of
brand among all the consumers. Thus firm tries to create strong brand loyalty among
customers. This helps in maintaining the brand equity.
LO3
P.3. Various strategies of portfolio management,brand hierarchy and equity management
Brand portfolio - It is the method in which all brands are together at one place.
Companies has design the portfolio strategy so that different brands and its elements can be used
for generating more revenues in the firm.
Brand architecture of AUDI and HYUNDAI
Brand architecture is the method in which the structure of brands is created in the firm. It
is done so that brands of a portfolio can be different from other brands (Penumaka and. et. al.,
2013). Thus it helps in building the brand and maintains a strong relationship with the customers.
Various models of brand architecture are- Branded house – In this brand manager focuses on the single brand among categories
and products. Through this companies can earn profits and can increase the market share
as the manager emphasis on the single brand.
 House of brands – In this model there are variety of brands and they are not connected
with each other. So companies have different brands in the categories and products. It
leads to increasing of profits and market share. Thus firms can maintain unique position

in minds of customers and in market. It also results in expansion of the business.
Organizations can give strong competition to other firms.
Basis Umbrella Products
AUDI AUDI is a brand name and
various products are sold
under the firm. This is known
as umbrella of brands.
Through this company can
create unique image in minds
of customers as well as in the
market. Thus company can
generate more profits and can
expand the business.
Products are various items
under the brand provided by
the organization. For example
AUDI sells variety of cars such
as A4,A6 etc. under a single
brand name. They helps in
fulfilling the needs and wants
of clients efficiently and
effectively.
Hyundai Hyundai have all products and
services in one umbrella.
Through this company can sell
all the items to the customers.
Thus company can generate
more profits and can capture
large number of customers. It
also creates a unique position
in minds of customers.
There are various items of a
single brand which are sold by
the company. For example
Elantra,Sonata,Accent etc. It
fulfills the needs and
requirements of all the clients.
Thus firm achieve the goals
and targets. It leads to growth
and success of the company.
Building brand equity at different levels of hierarchy- The various strategies used in all
hierarchies of management are - Top level – In this top level managers want to increase the brand image of their brands.
Thus company make various plans and policies related to the marketing and the
promotion. So it delegates the responsibility to the middle employees Middle level – Middle level employees create plans and policies related to
segmentation,targeting and positioning strategy. They can segment the customers on the

basis of geographical and demographic basis. Then they target a particular section of
population and then make positioning strategy to reach the customers.
 Lower level employees – These employees can provide the after sales services to the
customers such as installation and repairing services. This results in increasing of
customer satisfaction.
Brand equity – Brand equity are the tangible and intangible aspects of the brand through
customer perceptions and experiences. Through it company can increase the profits and
reputation of the business.
Keller has developed a customer brand equity model(CBBE) to create a unique and
favourable image in minds of customers. It includes 7 steps - Salience – It means the awareness of brand. AUDI uses social sites such as Facebook and
other sites for the promotion of the brand. Thus it creates the recognition of the brand.
Hyundai can increase the awareness through advertisements. Performance – AUDI uses various innovative technologies in the car so that customers
can be attracted towards it. Hyundai uses various tools and methods to improve the
performance of car. Imagery – It includes the intangible aspects of the car. Audi is luxuries and support car.
Hyundai is a different and unique car provided to the customers. Judgement – It includes the opinions and views of the people. AUDI generates the trust
and confidence among all the buyers. Hyundai car tries to change the perception among
all the users. Feelings – They are the intangible feelings of the users. Customers feel happy and feels
that it is a beautiful,sporty car. Hyundai helps in increasing the satisfaction among all
the users.
 Resonance – In this brand loyalty is created. AUDI creates a network through using of
various websites. Thus it helps in creating the community. Hyundai tries to create strong
relationship with the customers.
P4 Management of brands in partnership both at domestic and global level
Organisation puts their efforts to expand their brand in order to attain effectiveness in the
market place. It aids to maximise the profit of organisation (Understanding Branding Importance
in Marketing Your Business. 2017). Expansion of brand help to grab attraction of customers. It is

very important for organisation to establish good perception in the market place which people
notice particular brand and purchase the various items (Freling and Forbes, 2013). It is very
essential for brand that people acknowledge the band which aids to maximise the profit of
organisation. For attaining goals and objectives of organisation it is necessary to expand brand at
domestic and global level.
 Brand Expansion: Hyundai and Audi always use different approaches in expansion of
brand in marketplace. In order to clinch the attraction of customers. It give opportunity
to buy cars of these brand. Both organisation apply different approaches to expand their
brand. The different approaches are given below: Line Extension – Organisations apply this method on new customer. It focus on the
new segment of customers in new market place this aids to expand their marketing area
and enhance the growth and development of country. Audi apply different strategies for
expansion of brand but for expansion they need new and innovative areas for extension of
brand. Audi apply innovative approaches for expansion of brand in different country (Du
Preez and Bendixen, 2015). In present scenario Audi make presence in all over country
running its business effectively.
 Category Augmentation: This steps concerned with increase in business with help of
expansion of brand. The marketer implement this strategy to launch new product in the
with help of parent products in new market place. This aids to introduce new range of
products into existing category. Audi always seeks opportunity to expand their brand in
order to gain better result.
These two strategies are taken into consideration in order to maximise
profit of the both organisation. This create a positive image of both brand in maker place as these
two organisation are very big organisation but regarding Hyundai need to put efforts in
expansion of brand rather than Audi . So far Audi is concerned it implement advance technology
and latest technique of engineering which bears advance features and design for manufacturing
of luxurious cars. Hyundai have to do lots work to gain improvement in designing and features
of cars. In present scenario there are various rivals present in the marketplace in order to give
competition to both these companies. For standing before these company both organisation
implement their strategies of expansion to start the business in sport cars segment. It give
opportunity to expand their business.

For gaining attraction of customer in order to maintain good features and image of brand
organisation collaborate with other companies (Chauhan and Pillai, 2013). Both companies are
serving their customer for long period of time. As this organisation are subsidiary of two
different organisation Audi is determined as this is part of Volkswagen and Hyundai is itself a
separate brand. If these brand become partner then both them can produce better cars.
P5 Techniques for measuring and managing brand value over time
There are various techniques for measuring and managing the brands. It helps in maintaining and
improving the brand equity. This is done to capture more customers and to increase the profits.
There are various techniques of measuring and managing the brand by AUDI and Hyundai-
 Brand audit – It is a method to check the present position of the brand in the market as
compared to the competitive brands. This is done to check the performance of the brands
and can improve it so that firm can many customers.
 Brand tracking – It is a process in which company can monitor the number of the
customers who are aware about the product. This process also evaluates the number of
consumers who are purchasing the product.
Techniques of brand audit and tracking In depth interview – Company can take interviews from the customers (Burmann and
König, 2011). It helps the firm in knowing the views and opinions of customers so that
company can improve the positioning of the brand. Through it company can make
necessary changes in the products. Questionnaire – It helps in taking various answers from various questions from the
customers. Through this company can judge that how many customers prefer the brand.
Firm can also judge the number of customers do not like the product. It helps the
company for making improvement in the brand.
 Mind mapping – It is the method in which company can check the information related to
the various items of the brand of the company. It also checks the relationship among all
elements. Through this company can evaluate the brand and can make improvement in
various elements.
 Critical incident method – It is a method which contains the various procedures in which
human behaviour is observed. It includes all collecting the relevant information,then
finding he issues of customers ,solving them and then checks that solution actually solves

the problem of customers. Through this company can make changes in the brand (Barrow
and Mosley, 2011).
Approaches for measuring the brand value – There are various approaches for measuring the
brand value. They are-
 Cost based approach – It is the cost of producing, generating and substitution the brand
in place of another brand . (Annie Jin, 2012). It has 2 types-
Accumulated cost – This method contain historical costs of creating the product. This is
the actual brand value.
Replacement cost brand – This method consists of the necessary expenditures in
substituting the brand in place with a new brand.
 Market approach – This method involves the amount at which brand is sold in the
market and the value which buyer and seller can pay for the brand. Income based approach – In this net income is determined to calculate the value of the
brand. It is of 2 types-
Price Premium – In this method product which is branded sold at higher price as
compared to the higher price.
Discounted cash flow – In this present value of future cash flow is determined to
calculate the value of the brand.
Customer based approach: Clients are considered as an end utilized of their products and
ventures. In the event that purchasers are dependent on things of association then they will
dependably buy it since nature of things are best as contrast with other brand.
Focusing on and partitioning: Audi and Hyundai isolate advertise into three stages:
Audi Hyundai
Demographically: Income, sexual orientation,
age.
Customers with inspirational state of mind.
Geologically: Climate and state savvy Clients with positive conclusion.
Psycho graphically: Life style and social class Positive discernment.
CONCLUSION
It get concluded from the project that brand management is a a major consent of every
business which need to understand by managers of a company in an appropriate and suitable

frame. It is important to conserve a brand in an appropriate and suitable frame so that better and
appropriate results lead to drawn. In this aspect, business need to understand that brand a need to
get manage and built with a course of time so that better and effective working get promoted. In
such consideration, various aspects are included like umbrella strategy etc. With this aspect,
various portfolio management strategies need to get included in a project so that chances of
better and appropriate working could be managed with course of time. Along with this, brands
need to get managed with extended time frame at international and domestic market world.

REFERENCES
Books and Journals
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