Brand Management Strategies and Concepts

The provided assignment is a collection of research papers and articles on brand management strategies and concepts. It includes topics such as Ansoff Matrix, brand heritage, ethical branding, and corporate storytelling. The assignment also covers consumer behavior, advertising media planning, and global marketing management. A study guide is provided to summarize the key concepts and strategies in brand management.

BRAND MANAGEMENT
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Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as a marketing tool and emerged in business practice....................1
P2 Components of successful brand strategy..............................................................................3
TASK 2............................................................................................................................................5
P3 Various strategies of portfolio management, brand management, brand hierarchies............5
TASK 3............................................................................................................................................7
P4 Brands are managed collaboratively and in partnership both at a domestic and global level
.....................................................................................................................................................7
TASK 4............................................................................................................................................8
P5 Various kinds of techniques for measuring and managing brand value................................8
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12
.......................................................................................................................................................13

INTRODUCTION
Brand management refers to a process of planning as well as measuring that how brand is
perceived at the market place. Brand management includes the various number of essential
aspects like for an instance consumer satisfaction, competition level, cost, in- store presentation
etc. If the brand management will be proper, then it will get the higher sales and well as more
productivity. It involves to managing the intangible as well as tangible specifications of the
brand. This given report is based on the Coca- Cola company and it is American Multinational
beverage organisation, retailer of the no- alcoholic beverages and also syrups (Ashworth and
Kavaratzis, 2010). Under this given business report mentions about the significance of brand
management as marketing tool. There is a discussion about the various kinds of strategies of
portfolio management, brand equity and also the brand hierarchy management. If the brand will
be good, then it will help in enhancing sales and profit level of a business firm. The different
kinds of tools and techniques are used by company for managing and also analysing the brand
value will be discussed under this given report. Under this mention assignment will discussed
about the brands are managed collaboratively and also in partnership at the global and domestic
level.
TASK 1
P1 Importance of branding as a marketing tool and emerged in business practice
Branding refers to a procedure which includes and also develop a unique image as well as
brand name of products in the mind of consumers through the advertisement campaigns.
Branding is a marketing part which is concerned with dealing with an analysis as well as
planning of the brand positioning, brand perception, target consumers and also the brand image.
For the brand management, it is necessary for an organisation to main the quality of goods and
services in an effective or better manner (Balmer, 2012). An image of brand can be analysing or
also maintained through the intangible along Howth the tangible assets of goods. In intangible
aspects includes consumers experience, positioning, consumer relationship with brand etc. On
the other hand, in tangible aspects consists pricing, augmented products, core products,
packaging and many more.
If the brand value of firm will be good, then it will help in increasing the sales as well as
perception of consumers towards the products of firm in an effective or better manner. Branding
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contribute towards the development and growth of an organisation. It helps the business firm to
maintain and also develop a better relationship with consumers. From this firm can sustain at
market place for long time period. It is helpful for managers to examine the taste and perception
of customers towards the services and products which are offered through an organisation. At
market place, each and every consumer is brand conscious (Barrow and Mosley, 2011). They
need the better quality branded services as well as products. In this present time period, it is
necessary for each and every business firm to develop and also maintain the positive image of
brand at the competitive market place. It will be helpful of business firm to capture the large
market share and also target the other market in an effective manner. It assures that the effective
brand management helps in providing the competitive benefits to firm. The main advantage of
brand management is to providing an effective opportunity to company in order to differentiate
its services and goods as comparison to its other strong competitors at the market place. It helps
in attracting the more consumers at market and increasing sales in a systematic and proper
manner. Importance of branding are given below as above:
It gives retain able assets- The major reason behind an importance of branding is that it
helps in remain same and also give the different long term advantage to an organisation. At
market place, Coca- cola company has good brand value and people purchase its products more.
It is necessary that firm should regularly make changes in its services and products to increasing
sales because the taste and preferences of consumers changing day by day. Brands is regarded as
a most attainable asset for each company. In addition to Coca- cola organisation, this is a famous
brand almost more than the 120 years and value of this product is more at market place
(Baumgarth, 2010).
Provide a competitive advantage- Each and every size of companies whether they are
medium, small and also large needs to be the specific amount of money as well as resources in
order to compete with their strong competitors at the market place. This company developed and
also execute different effective strategies which will be helpful in achieving the set
organisational goals and objectives in a given time period. After doing all this in a right manner
then brand of a company need to reflect its plan. It will be helpful; in promoting the major areas
so that company can move forward.
It inspires staff members- Most of the workers require to do additional activities other
than the work. They need to do something good for company. It is essential that manager should
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understand the mission and vision of company to staff members from this they can focus on
achieving aims and objectives of firm in a proper and systematic manner (Braun and Zenker,
2010). If brand will be strong then they will work effectively.
It provides an economic value- The value of an organisation is segmented in to the two
main components intangible and also tangible assets. Brand is regarded as intangible assets. The
Coca- Cola company has worth $67 million and has total stock value of 54% of an organisation.
Generally, brand plays a necessary role in order to attract the partners, consumers and also the
skilled employees towards the services and goods of firm in an effective manner. The Coca- cola
company provides its drinks at reasonable cost and it helps in developing the beneficial and
effective relationship with consumers.
There are some differences among the products and brands given below:
Product Brand
It refers to items which are ready to sale at
market place.
This is something different product from the
other services and products at market place.
Products are developed through manufacturers. Brand is crested through the consumers.
Products can be intangible and also tangible in
nature.
It is intangible in nature.
The uniqueness of product is that it can be
copied in a easy manner.
It uniqueness is that it has distinguished
identity which any person cannot copy.
P2 Components of successful brand strategy
Brand equity- It refers to the brand value which is measured through considering the
experience and also perception of consumers. If the perception of consumers will be good then it
helps in making the positive brand of company in competitive market (Eren Erdoğmuş, Bodur
and Yilmaz, 2010). If in case brand will disappoint the people and also not according to the
wants and taste of consumers, then in this case it will dissatisfy the people and also develop and
impact on them. In order to managing the better brand equity, it is necessary for the business
firm to manufacture and also provide the better as well as unique goods and services to target the
market. An image of Coca- cola is positive in the mind of consumers and it has a strong and
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better brand equity at market place. There are many benefits from the strong brand equity are as
follows:
 A better brand equity is helpful in enhancing market share as well as growth rate of firm
and helpful in providing better services or goods to consumers (Dinnie, 2015).
 It helps to company in extension of products which helps in enhances profit level of an
organisation.
Some factors which assess company in developing the brand equity are given below as
above:
Brand awareness- It is a necessary factor which is concerned with brand to influence
more consumers towards services as well as products of an organisation. In order to making
brand successful, it is important that consumer should aware about the products which are
offered through firm. From this they will aware about the brand. Coca- cola is a famous brand
which provides its drinks in many areas or can say in all over the world so from this everyone
knows about this brand.
Brand association- It is related with the images, symbols, logo and also signs which are
used through an organisation, so that consumers can easily identify goods and services of
specific brand. It is necessary that brand should be related with positivity as it helps consumers
to develop a positive perception towards the services of firm. Generally, in brand association
people think about the specific brand of goods and services (Hatch and Schultz, 2010). It can be
negative and also positive. Each brand needs to be associate itself with those items which is
positive.
Quality of goods- This factor shows that what consumers think regarding services or
goods and also their quality which an organisation provide to them. At market place, there are
large number of consumers of Coca- cola products. Better quality is a main component which
assess company to attract the more consumers and also helpful in developing positive image in
the mind of consumers at same time.
Brand loyalty- In context to this, if the brand will be better quality then it will help in
attract large number of consumers and also helps in making them brand loyal. Under this brand
loyalty is when a person purchases services and products from same manufacturer and also
retailer rather than suppliers, Coca- cola organisation provides various kinds of better quality
drinks to its consumers to make the better consumer base. If the customer will be loyal towards
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the company, then it will help in making business successful and profitable. From the
globalisation, there are some problems which are faced by firm in managing the better brand:
Build brand- Each business firm needs skilled staff members in order to carried out the
business activities and also operations for fulfil demands and wants of customers (Iglesias and
Bonet, 2012). It is helpful in developing the better relationship with consumers.
Wellness and health trends- In this present time, each person is very health conscious
and this company started to make the low calories drink which will not impact on the health of
people. It helps in enhancing the profit and sales of company. In order to accomplish set
objectives and aims, it is necessary for company to use the better quality of raw materials.
Minimum calorie cola- Government helps in encourage business firm for manufacturing
only those items which give contribution in consumer's health. This company produce those
drinks which cannot harm the health of consumers. After producing products, Government check
or test and then provide approval for selling them.
Difference among strong brand and weak brand
Strong brand Weak brand
It increased image and profit level of company. It develop negative impact on profitability and
development of an organisation.
It helps in expansion of business. From this company cannot increase business in
other areas.
Strong brand is helpful in increase sales and
consumers will be loyal towards company.
Customers will not purchase products and sales
will be reduced.
Brand reinforcement- It includes those activities which is related with getting to those
customers which uses specific brand. In the product life cycle it is a main objective of growth
stage. It is helpful in maintaining a brand equity and also attract large number of consumers.
Brand revitalization- It is a kind of marketing strategy which is adopted by firm when
products reach at maturity stage in product life cycle and profit level of firm is on decline stage.
In context to Coca- cola company, this firm adopts this strategy for the purpose of reposition of
its product at market place.
CBBE model (Consumer based brand equity)
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This model is helpful in managing or developing a better brand equity in a proper or
systematic manner. This model was suggested through Professor Kevin Lane Keller. According
to him, brand helps in defining the perception as well as thinking of consumers which is helpful
in providing shape to goods in order to satisfy their demands of goods. The CBBE model is
given below:
Brand identity- It includes an identification of particular specifications of brand varied
from its strong competitors.
Brand meaning- It explain about the brand meaning and it is helpful in minimizing
confusion from the mind of consumers and helps in accomplishing set aims and goals of
company in a proper manner (M'zungu, Merrilees and Miller, 2010).
Brand response- It includes consumer's response towards the products or services of firm
and increasing profit level of firm.
Brand resonance- It involves developing a positive brand image of firm in the mind of
consumers as comparison to its competitors.
Challenges faced by an organisation when developing brand or new products
Social needs- Products are created for satisfying needs and demands of consumers at
market place. The tastes and preferences of customers changes day by day. They want changes
or some innovation in existing or new products. If in case, company does not make any change
in its existing process then it will negatively have impacted on business.
Finance- At the time of developing brand, there will be need of more finance in many
activities like for an instance raw materials, promotional activities, advertisement, packaging,
production process etc. So, in context to this, firm should have more money otherwise, brand
will not be developed properly.
Production- The customers want better quality of services and products which can satisfy
their needs and wants. In context to this, company should adopt better and new technology for
making production process better. If in case firm will not use advanced technology, then it will
develop negative affect on manufacturing process of company and people will not buy its
products.
M2
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Brand hierarchy refers to summarisation of branding strategy through showing nature
and number of distinctive or common brand components of company. There is a brand hierarchy
of Coca- cola and Pepsi are given below:
Brand hierarchy of Pepsi
This firm uses the umbrella brand hierarchy in order to selling the large number of
products of single brand. On the other hand, the products of this firms are Mountain dew,
Tropicans and some other drinks.
Brand hierarchy of Coca- cola
Coca cola business firm uses the umbrella brand strategy in which this company uses one
brand for selling more than two products. It helps in developing positive brand equity. Coca-
cola provides various kinds of products like for an instance Maaza, Fanta by using this strategy.
It produces only drinks which are beneficial or health and do not harm.
TASK 2
P3 Various strategies of portfolio management, brand management, brand hierarchies
Brand management refers to a process of develop a better and systematic connection
among products of firm and also consumers in addition to generating the more profit or
sustaining them for long time period. An effective management brand is helpful in developing
awareness about the products or brand at market for enhancing the market share as well as profit
of a company. It can be achieved by company through managing all services and good offered
through the unique specifications to consumers (Keller, Parameswaran and Jacob, 2011). In a
brand includes cost, logo, packaging etc.
The main reason behind the brand equity is that it is necessary for an organisation top
maintain as well as develop a better and also strong relationship with consumers which helps in
sustain them, at market for long time period. It increases the brand loyalty which helps in support
company to provide better services to large number of consumers.
Brand portfolio strategy- It refers to process which helps in managing the two or more
than the two different brands at market place. In context to this, a single company provides
different products and services to its consumers in a single brand. Like for an instance Coca- cola
organisation provides different goods like Maaza, Sprite, Thumps up etc. In addition to this,
there are some points are given which helps in understanding the effective strategies:
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Investment in business- Under this, company enhances its investment in different
business activities or operations. It is important that firm should focus on different activities like
for an instance promotion or advertisement (Kelley, Sheehan and Jugenheimer, 2015). It will
help in provide products to more consumers.
Profit growth and Driving revenue- In this, the major focus of company is to develop the
attractive products which can helps in attracting large number of consumers in an effective
manner. It is helpful in developing the positive brand image at market and also helps in
sustaining consumers for long time period.
More efficiency- The various kinds of techniques and tools are used through company in
context to achieving the efficiency and effectiveness on the business operations. It is helpful for
business firm in providing the better quality of goods and services at reasonable cost.
Management hierarchy of Pepsi company
Umbrella brand- This company use this kind of branding in regards to sell its different
goods under single brand.
Products- Mountain dew, Tropicans and different soft drinks provided through this
company.
Management hierarchy of Coca-Cola
Umbrella brand- It includes single brand use for selling of two or more than two goods.
It is used through those company which has a positive brand equity (Lee and Carter, 2011). This
is varied from the brand extension as a umbrella branding includes similar goods marketing by
single name.
Products- This organisation provided different types of products such as Fanta, Maaza,
sprite etc. This company uses the particular and also a separate strategy for every product which
helps in capture more market share.
Brand equity- It refers to a commercial value which is derives from the perception of
customers of brand name of specific services or products.
CBBE model (Consumer based brand equity)
This model is helpful in managing or developing a better brand equity in a proper or
systematic manner. This model was suggested through Professor Kevin Lane Keller. According
to him, brand helps in define brand hierarchy of Pepsi the perception as well as thinking of
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consumers which is helpful in providing shape to goods in order to satisfy their demands of
goods. The CBBE model is given below:
Brand identity- It includes an identification of particular specifications of brand varied
from its strong competitors.
Brand meaning- It explain about the brand meaning and it is helpful in minimizing
confusion from the mind of consumers and helps in accomplishing set aims and goals of
company in a proper manner (M'zungu, Merrilees and Miller, 2010).
Brand response- It includes consumer's response towards the products or services of firm
and increasing profit level of firm.
Brand resonance- It involves developing a positive brand image of firm in the mind of
consumers as comparison to its competitors.
M3
Portfolio management- It refers to science and art of making effective decision
regarding an investment policy and matching them with objectives. It is a collection of the
investment tools like for an instance mutual funds. Shares, bonds etc.
Brand equity- It is a value premium which is firm generated from the services and
products with a brand name. Brand equity is helpful in developing products of better quality.
Brand equity describe the value of brand.
Building the successful brand needs using a creative and also innovative branding as well
as marketing strategies to develop the strong brand equity. In order to building the strong brand,
it is necessary for company to introduce better quality of goods and services which can makes
the business successful.
Brand hierarchy- It means summarisation of branding strategy through showing nature
and number of distinctive or common brand components of company.
Coca- cola provide wide range of better quality drinks at market place. There are many
loyal consumers of this company which purchase its drinks from long time period. The market
share of this firm is more as comparison to its competitors. The cost of its drinks are not much
high, every person can avail or use easily.
Approaches of value brand
Financially driven approach- It is relying on the financial approach of business firms
which are given below:
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Comparable- It is utilized through both company in context to achieve brand value
through assessing the price of competitors of goods.
Cost based approach- It means brand value through aggregating all costs which are
spend through company.
Research based approach- In context to analyse brand performance, Coca- cola and
Pepsi both firm conduct research.
TASK 3
P4 Brands are managed collaboratively and in partnership both at a domestic and global level
Behind making business success, there is a big role of people because if they will aware
about the services and products of firm then the sales will be enhanced. It is necessary that
company should produce the goods for satisfying needs and demands of consumers in an
effective manner. Pepsi and Coca- cola both organisations add some value in their services and
goods so that more number of consumers purchase their products.
Brand extensions- It is a kind of marketing strategy under which a company marketing
its goods and services with the use of better developed reputation at same brand in various
categories of products (Qian, 2014). Under this firm uses the existing brand name in the
categories of new products. It is used through several companies for bring trust and loyalty. It
gives some chance to customers for getting some services and goods on the basis of their
demands and needs.
Pepsi and Coca-Cola both companies deal in international market and every person know
about these two brands in all over the world. Coca- cola company has some products which are
more famous on the foreign countries but not known more in India. These both firms use an
Ansoff Matrix strategy which are mention below:
Market development- This kind of strategy shows that firm should try to focus on those
sections or areas which are not aware about the products. It provides many opportunities to
organisation and develop new products or services for the new sections. It is necessary that
company should know about the needs and demands of consumers with the help of research. It
will help in minimized the failure chances at market place.
Market penetration- This shows that company sells how much particular products and
also services. Under this firm comparison its total sale with its organisation sales (Santos-
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Vijande and et. al., 2013). It assesses in generating the new leads for enhancing sales as well as
development of an organisation. It is necessary to firms to develop effective strategies where
firm add some value to increase a brand image.
Product development- Under this, various kinds of goods are produced through
company. Company tries to expand its good in to the existing markets. In context to this,
company develop the new goods and services and expand them in to the current market
segments. It needs time and costs. It helps in attracting the large number of consumer and also
enhancing sales in a specific time period. Organisation should produce goods on the basis of
consumers’ needs and their preferences.
Diversification- This type of strategy is varied from other remaining strategies. In this,
company develops through diversifying in new businesses with the help of producing new goods
for the new markets. There is a need for company of new development and also skills in addition
to diversify. There will be the need of money of finance in context to conducting a survey or
research in an effective manner.
These strategy is beneficial for development and productivity of an organisation. Pepsi
and Coca- cola both firms use this kind of strategy from time to time at market place ( Solomon
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Illustration 1: Ansoff matrix
(Source: Ansoff Matrix ,2017)

and et. al., 2014). These both firm domestic as well as globally existence. It is necessary that firm
should make some changes in its existing products in a short period of time, from this an interest
of consumers will be retain towards products of an organisation.
TASK 4
P5 Various kinds of techniques for measuring and managing brand value
In this present business environment, many organisations operating many problems and
also face many challenges in order to maintain its better position at the market place. Under this
it is necessary for business firm to maintain the better perception of consumers towards the
services and products of an organisation in an effective manner (Spear and Roper, 2013). This
risks and also problems are not only faced through small business firms but they are also faced
by the large organisations. Like for an instance Coca- cola and Pepsi company and both brands
are very famous and capture the large market share.
The various techniques which are used through Coca- Cola company are given below as
above:
Brand measurement techniques- It is necessary for Coca- cola business firm to analyse its
brand value for using the different tools and techniques which will be helpful in managing the
better brand value at market place. There are some techniques which Pepsi and Coca- cola both
organisation used:
Qualitative technique- This kind of technique used in the different types of the scale
questions as well as numerical presentation in a summarised and well manner. Under this
technique includes Brand Image and also Brand Awareness.
Qualitative techniques- It is regarded as an approach of unstructured measurement under
which the response of different consumers is considered in order to judge about brand value. In
addition to this, there are different techniques are included such as Projective Techniques, Free
Association etc.
Comparative techniques- In this, behaviour and also reaction of consumers towards the
brand is helpful in estimate advantage arising from strong brand name (Story and Hess, 2010). In
context to this, there are some approaches included like for an instance Marketing based, Brand
based approaches etc.
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For Pepsi For Coca- cola
This product is regarded as a top beverage
which running successfully at market place.
This company is having the many strong
competitors at market but it has a strong team
of marketing which handles all problems in a
proper and systematic manner.
Pepsi used Brand based comparative
approach- IT refers to an approach under
which the consumer responds towards new
goods and services of organisation at market
place. There are many products of Pepsi and
these are Diet Pepsi, Tropicana, Mountain Dew
etc.
This company is regarded as a most famous
and also most popular brand. It provides wide
range of products in all over the world. This
company uses the many marketing related
techniques which provides advantage to firm.
The techniques which used by this company
given below:
Brand awareness- This is qualitative research
technique under which an organisation tries to
develop its better image in the consumer's
mind.
Free associations- With the help of this
technique, Firm tries to measure range of brand
associations which are run in the mind of
consumers during purchasing of soft drink.
Tracking techniques and Brand Equity Audit
The main motive of brand auditing is to determine about the present brand standing at
market place. It is a responsibility of each company to conduct an effective brand audit. In
addition to this, there are some steps given below:
Weaknesses and strengths of brand equity- Under this, image of Coca- cola and Pepsi
both are very famous (Temporal, 2011). In addition to this, there is a discussion regarding market
share of both firms, their image attributes, loyalty of consumers, brand sensitivity etc.
Market context- Both organisations continuously search those factors which impacts on
the brand equity in a negative or positive manner. Under this, firm should look at market from
different angles so it can stop the negative factors.
Competitive tactics and strategies- Under this, audits is developed for giving a proper
summary or description regarding present communication related strategies as well as tactics of
Coca- cola and Pepsi as comparison to its strong competitors.
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Brand tracking- It is shoua method to measure development and growth of brand at
continuous basis with using the key variables like for an instance advertisement awareness. It is
an effective method to monitor all the results (Wiedmann and et. al., 2011). Its main motive is to
track about the consumer satisfaction and also their behaviour at market place towards the Coca-
cola and also Pepsi organisation.
Value Brand approaches
Financially driven approach- It is based on Coca- cola and Pepsi financial performance.
In context to this, there are different approached mention below:
Comparable approach- It is used through Coca- cola and Pepsi company in order to
arrive at brand value through observing competitors cost of various brands.
Cost based approach- It shows about brand value through aggregating all historic costs
which are occurred through organisations in context to bring this in existing state.
Research Based Approach- In this, both firms conduct a research programme in order to
measure the performance level at market place (Zarantonello and Schmitt, 2010). In this, there is
no need of finance. But it is necessary to find out those factors which impact negatively on brand
through research.
CONCLUSION
It has been concluded from the above given report that it is necessary for a business firm
to manage and develop the better brand at market so that results can be better. Under every
company attract the consumers in order to making the brand successful and also better. Under
this given report studied about the importance of branding and also difference among the brand
and products. Coca- Coal company develop different strategies in context to making the business
successful. The different kinds of tools and techniques for managing the brand value discussed
under this given report.
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Online
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Ansoff Matrix, 2017. [Online]. Available through: <https://www.mbaskool.com/business-
concepts/marketing-and-strategy-terms/2550-ansoff-matrix.html>./
Brand Management - Meaning and Important Concepts. 2017. [Online]. Available
through.<http://www.managementstudyguide.com/brand-management.htm>./
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