Brand Management and Marketing Strategies

This assignment provides an in-depth analysis of brand management, including its significance for small businesses, the components of a strong brand, and the key elements of a brand strategy. It also delves into marketing strategies, such as employer-brand equity, luxury fashion brand consumers in China, and destination brands managing place reputation. Additionally, it covers place branding, including rethinking place branding, comprehensive brand development for cities and regions, and consumer engagement with self-expressive brands.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
Section 1...........................................................................................................................................1
P1 Importance of branding as marketing tool and its management in business practices.....1
P2 Key components for managing successful brand strategy for managing equity...............3
Section2............................................................................................................................................6
P3 Analysis of various strategies related with portfolio management, brand hierarchy and
brand equity management.......................................................................................................6
P4 Management of brand collaboratively and in partnership both at domestic and international
level........................................................................................................................................9
P5 Various techniques for measuring and managing brand values by applying suitable
example.................................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is a process of supervising and maintaining an image of goods and
services which usually offer by an association. It is important to manage and maintain suitable
and reputed position at market place by business organisation in order to gain competitive
advantage (Ashworth and Kavaratzis, 2010). Brand management is consider as one of an
beneficial tool to maintain and manage such consent in an appropriate manner. This project is
based on brand management by taking example of two famous and popular brands of 2017
which are Audi and Ford. Both of these are famous automotive section organisation and have
good market position as well. This context will lead to evaluate about management and building
of brand over period of time. Moreover, management of brand portfolio is essential and it should
be extended over time at international and domestic market world. Although, there will several
tools and techniques lead to get manage for measuring and managing brand value over time.
Section 1
P1 Importance of branding as marketing tool and its management in business practices
Brand is consider as such sign, symbols and unique image of a company which support in
make goods and services differentiate from competitors and enables in order to manage image in
front of customers of a company (Brodie and et. al., 2013). It is important for an organisation to
manage appropriate brand management strategy in the keen competitive world so that better and
effective gain could be promoted.
Branding aims with a significant thing in which association lead to differentiate their
presence at market place so that it lead to enables an organisation to attracts and retain customer
loyalty as well. Ford and Audit both these organisations are keen rivalry of each other and
produce high quality vehicles as well. Audi is consider as a luxury brand at market place where
they manufacture only quality based products which are high in amount as well. Thus, for them
branding work as a marketing tool in order to which their luxury features of vehicle state such
things. On the other hand, Ford manufacture vehicles which target all sections of society not only
rich one, thus their brand image is appropriate in front of their customers.
Branding work as an important marketing tool through which association become able to
enhance their sales in target market as well as create reputation (Buil, De Chernatony and
Martínez, 2013). Although, for this context, a strong branding always made positive impact on
business which concerns as overall marketing tool (6 Reasons Why a Strong Brand is Important
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for Your Small Business, 2015). Hence, importance of branding as marketing tool stated as
follow for Ford and Audi: Improve recognition: An effective branding always support in improve recognition of a
company through which association become able to increase their sales (Christiaans,
2012). For this context, management need to made more focus on their logo and symbol.
Although, AUDI have four circles which differentiate them from others. This is helpful in
order to manage their sales and increase brand value as a luxury products. Branding creates trust: Another important measure of branding is to create trust between
various customers of a company. Thus, it is important to maintain credibility of a
company products between customers. Luxury appearance of Audi support in creating
trust between various users of a company so that better and effective management could
be promoted. Support in advertising:It is important to manage and create brand in keen competitive
world through advertising. It is essential to manage and use effective advertisement tool
for managing and creating brand values. Like Audi never advertise their products more
and more on television where as Ford promote their products rapidly by using various
offers and techniques. Creates financial values:A major thing which support by branding is to create financial
values of a company (Dempsey and Gruver, 2012). At any cost an effective brand
association lead to manage fund for a company whenever they need rather than any IPO.
Ford and Audi both have good brand image and support in creates financial value of a
company.
 Generates more customers: A major objective of any company is to generate and create
an appropriate customer base. Thus, a good brand value support in generate and create
more and more customers for a company so that better and effective gain get promoted.
Although, AUDI and Ford have a good brand image of a company so that they become
able to generate more and more customers.
Along with all these things, it is important for an association to clearly differentiate between
products and brand of a company so that effective understanding and its use in business practices
could be manage. A major differentiate between products and brand are stated as follow (Brand
or Product – What Is the Difference?, 2018):
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Products Brands
A product is mainly manufacture by companies
which purchase by consumers with exchange
of some money.
A brand usually created by customers
perceptions, expectations etc. with all services
and products under one umbrella.
Products are not unique in nature and they are
easy to get replace and copied.
Brands are unique in nature which support in
recognizing things properly.
Products can become obsolete in nature with
change in time frame.
Brands are timeless and they never get obsolete
in nature.
Products are instant meaningful for customers
of a company as they use at a present course of
time.
Brands always remain meaningful for a person
as their effectiveness essence consider as life
time frame.
It is important for every business to develop their brand with a course of time. For this
context, business need to use and apply relevant research so that they become able to determine
about positioning of brand at keen competitive world (Esch and et. al., 2014). AUDI need to
investigate their position of brand at keen competitive world against Ford so that manageable
strategies could be maintain. For development of brand, it is important to manage and use such
steps which support in creative sense so that AUDI can make more and more innovations. These
are consider as some suitable steps for managing and develop brand over a period of time.
P2 Key components for managing successful brand strategy for managing equity
Every consent need suitable and relevant strategy for managing and make things correct
and appropriate in nature. Brand strategy consider as long term plan for development of a
successful brand in order to accomplish all goals and targets effectively and appropriately. It is
important for business to manage and execute all action plan properly so it leads to affect all
aspects of an association and concern directly connected with consumer needs, competitive
environment etc. (Gratwohl and et. al., 2011).
For managing and executing successful brand strategy, there are several key components
need to get evaluated properly. This is helpful in order to increase customer loyalty towards
products and services for accomplishing all long term objectives. Hence, it is essential to develop
and manage brand strategy of a company by compiling with 6 key elements (Brand Strategy:
The 6 Key Elements, 2014):
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 Target audiences: These are such people to whom business lead to get target. Like every
brand have a specified market world or target audiences which need to evaluate by
business properly (Hanna and Rowley, 2011). Thus, it is important to determine and
prepare brand strategy properly on the basis of targeting market world. AUDI targeted
market is luxury group of people whom spend level is usually high and more than others.
Thus, it is an essential components of business for managing various activities. Brand Promise: It is consider as promise of a product with their target customers. Brand
promise stated about overall work and products quality as well. AUDI promises with
their target audiences that they always provide good and high quality products to multiple
number of users for managing high rated task. Perception: This stated about perception and position of brand at market world. It is
important for an association to determine the brand perception with actual time frame so
that better and effective understanding and working could be encourage. Thus, for
framing suitable strategy related with brand management, company need to determine the
perception of customers properly (Hollebeek, 2011). Values associated with brand:There are several values always related with brand of a
product. AUDI products have several values which are related with their manufacture of
vehicles which need to understand by business managers properly so that better and
effective gain promoted. Brand voice: A successful brand is one which support in clearly stated objective and
target towards customers. Thus, brand should have to reflect their voice properly in order
to manage and make things correct.
 Brand positioning: A major factor which associated with strategy of a company is
positioning about products and services (Hwang and Kandampully, 2012). It stated about
position which brand held at market place. Thus, management need to frame their
suitable action plan for managing and make things appropriate and correct in nature for
enhance position at market place so that competitive advantage could be gain.
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All these factors need to consider by AUDI and Ford in an appropriate manner when
managing strategy effectively. For this perspective, management have to evaluate an aspect of
brand equity which have to combine with strategy of a company in an appropriate manner. Brand
equity stands for brand value of a company which determine through consumer perception and
experience. Companies can create their brand equity in an appropriate manner by make them
memorable, recognisable and superior in quality as well. Thus, AUDI and Ford need to evaluate
all key strategies properly for building and managing brand equity which constitutes several
components. Brand equity usually involves about fulfilling an association promise which made
by a company with their customers in order to frame effective relationship: Brand awareness: Initial step which is related with brand is to create awareness about
products and services which usually lead to offer by an association properly (Jiang and
Iles, 2011). Brand awareness means make users aware about goods and services properly
so that they become able to associate it with specific product and category. Awareness is
helpful in order to triggers out all rest components of brand equity. AUDI can maintain
their manufacturing awareness about every new car into market properly so that brand
equity of their valuables get manage.
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Illustration 1: Components of Brand
(Source: Movahhed, 2016)

 Perceived quality: It associated with values against for goods and services which render
by a company to target users. Thus, it is important for business to maintain effective
quality against all goods and services of a company have to be effective in nature. Hence,
when purchasing of product lead to take place then business need to value out their goods
which along with quality (Kavaratzis, Warnaby and Ashworth, 2014). Brand experience: It signifies about aggregate of users experience with offered products
and services in relation with overall brand. If a user have good experience related with
products and services then it will support in consider them superior over others. AUDI
users have good quality experience with their offerings thus, they always stand them
before other rivalries like Ford. Brand preference:It is consider as strong factor or major indicator about brand equity. It
is important for an association to deliver quality products to ultimate users of a company
so that a brand always remain preferable for a company in order to which high sales
could be promoted (Li and Kambele, 2012). AUDI always perceive as a strong brand for
all luxury products users thus, it stated that they have good market strategy.
 Brand loyalty: It simplifies about brand loyalty of a product in which customers and
users usually intend to choose same products range again and again. Thus brand loyalty is
a major thing for every organisation in order to enhance and manage repeat sales.
All these components of brand equity need to merge with strategies of business properly so that
better and effective outcome could be gain. This will lead in gain better outcome so that high and
appropriate result become possible in nature. AUDI need to consider all these points properly so
that better and effective work get promoted.
Section2
P3 Analysis of various strategies related with portfolio management, brand hierarchy and brand
equity management
Strategies are essential part of business which need to consider by an organisation in an
appropriate manner so that better and effective working could be promoted. For every famous or
multinational corporation, it is important to evaluate and frame relevant action plan in order to
maximise productivity and profitability. Portfolio management is consider as a roadmap in which
all relevant things and factors included properly to met all financial and other objectives of a
company (Morgan, Pritchard and Pride, 2011).
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Portfolio management strategies are concern with such factors and elements which need
to use by an organisation properly so that best and highest possible return could be gain at lowest
possible concern. There are mainly two types of Portfolio strategies are evaluated which need to
understand by an organisation properly so that an appropriate management can be maintain: Active portfolio management strategy: This strategy relatively consider by such
managers and organisations whom have potential to take risk about market scenario so
that a better and appropriate outperform could be engage. Although, it is used by such
brands whom have good market share and strength and more concern to take risk rather
than other consent. Hence, this portfolio management strategy signifies about a in depth
market research so that better and effective return can be estimated for gaining better
outperforming and context in order to maximise return and best suited out-frame.
 Passive portfolio management strategy: This strategy is concern with use of less risk
where low forecasting get done (Santos-Vijande and et. al., 2013). It is important for
business to apply relevant factors into their portfolio so that suitable return could be gain.
These are related with mutual fund investment etc. Many firms which do not have
suitable market command they relatively consider passive portfolio management strategy.
Both of these strategies are helpful in order to manage portfolio effectively. From these two
techniques, AUDI might use active portfolio management strategy in their working because they
have good market base relatively Ford. Thus, they have more expertise whom better understand
about market scenario properly in order to grab more and more suitable and relevant things.
There are various products and services deliver by a company properly which need to
understand by corporate and brand properly (Som and Blanckaert, 2015). Thus, it is important to
understand the management hierarchy of Ford and AUDI properly in which business
differentiate their products and services. A management hierarchy stands for step by step
procedure which need to understand by managers properly so that better and effective
management become possible for each and every brand. Hence, a major differentiation between
AUDI and Ford are stated as follow which associates with management hierarchy:
Basis Umbrella brand Products
AUDI This stated about selling of
products under one brand name.
Like AUDI is a brand name and
Products are goods which
support in satisfying a user
properly. Products and brand
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there are various cars get deliver
by a company consider as
umbrella.
are completely differ from
each other like products of
AUDI are A4, A6 etc.
Ford Umbrella brands are consider as
constitutes for such companies
whom have positive image into
market. Ford is a umbrella brand
of a company.
There are various products
deliver by a company in order
to which they can maintain
appropriate growth and satisfy
users as well. Famous products
of Ford are Fiesta, Flex, Edge
etc.
Customers are the ultimate value of a company whom have to make satisfy by a brand.
Thus, to managing and maintain a brand reputation, it is essential to create an equity for products
and services (Wallace, Buil and de Chernatony, 2014). Thus, for this context, Keller Brand
Equity Model get used which also consider as CBBE model. It is important to manage and
maintain brand equity properly so that competitive advantage could be gain and chances of shift
get reduce. Thus, for this context, mainly AUDI can apply four steps of CBBE model which are
as follow: Identification of brand: One of an essential step associated with CBBE model
application is that identification of brand. This stated that equity will not get accomplish
without determination of brand at market place. Thus, business need to create such image
at market place where every second customer determine them in an appropriate manner
so that better results could be gain. Meaning associated with brand:This relates with experience which a customer could
gain by using such goods and services. Hence, a important concern which completely
regulate this fact is to provide such products which are more than a customer
expectations. AUDI need to be present themselves properly at market area so that all their
values which are related with their products get fulfil (Zaglia, 2013). Responses towards brand: It is important for a business to determine the responses of
customers towards a brand properly which includes judgement and feelings of customers.
Thus, it is important to maintain effective quality of brand so that better and appropriate
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return and gain could be maintain. AUDI need to evaluate their products responses by
their users so that effective strategy could be maintain.
 Brand resonance: It is most difficult and tough context for every brand which have to
understand by managers of a company (Ashworth and Kavaratzis, 2010). This is
consider as last step of pyramid which need to understand by managers and start when a
bond get maintain with a brand by their users.
All these are helpful model and things which support AUDI to maintain brand equity at keen
competitive market. This enables them in gain competitive advantage as well as chances of shift
get reduces. This CBBE model is helpful in long term context so that better and effective results
could be gain for better future outcome.
P4 Management of brand collaboratively and in partnership both at domestic and international
level
Extension of brand is important which support business to grow and get retain users
loyalty as well. Extension of brands is must so that appropriate and suitable outcome could be
gain. Extension approaches for brand management are: Line Extension:This state about targeting a new customer segment or a customer base by
evaluating a new world with help of parent brand serve (Zaglia, 2013). This extension is
related with the expansion of market area so that chances of better and effective gain get
promoted. AUDI can use this technique of line extension into business by reaching to
such area where they need to expand business and establish brand as well.
 Category extension: This is related with expansion of categories which associated with
products and services (Brodie and et. al., 2013). Marketers can apply and use parent
brand in order to enter into market world with support of more and more products and
services. AUDI have an opportunity to enter into new market phase so that they become
able to gain better results by increase in their categories.
These two are concern strategies which can apply by AUDI and Ford both so that they become
able to maximise revenue and create a good image of their brands and associated products as
well. Ford and AUDI both have good market share but Ford need to maximise their number of
luxury vehicles so that they become able to compete against association like AUDI at market
place. On the other hand, AUDI can manufacture more products at market world where they are
more able to manufacture new automotive like bikes, etc. This extension approach is beneficial
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for a company in order to enhance their brand value at market world so that better and effective
gain could be maintain (Buil, De Chernatony and Martínez, 2013).
Brand reinforcement is consider as such process in which users tried a particular brands
with repeat purchase as well as attract more and more customers. For reinforcing brand of AUDI
they can apply these techniques for making brand awareness:
 Produce high quality products consistently so that chances of shift get reduces
(Christiaans, 2012). This is consider as important concern and thus, with consistency of
quality business become able to gain and increase customer base as well.
 Another things which support in reinforcement is to maximise promotion of a company
so that more users get attracted towards an association. This, this is another factor of
brand reinforcement.
Moreover, for managing and creating a good brand image, organisation can use partnership
context effectively. AUDI and Ford both are famous associations of automotive and they have
good market share as well. Thus, when they frame better future concern strategies, both can
collaborate their work in an appropriate manner. This will support them in order to manage their
brand equity so that better results could be gain. Along with this, they become more able to
reinforce their brand and manage their working operations as well.
P5 Various techniques for measuring and managing brand values by applying suitable example
In recent time, organisation is facing various kinds of problems because of lots of
modifications in marketing environment. Therefore, it is must for company to keep up clients
interest into their items. For above stated aim, they have to modify current products or will
launch new cars for buyers, this enables organisation to survive at marketplace for long duration.
There are many competitors of Audi at market; thus, it is required for them formulate some
strategies for business to take benefits from competitors at competitive world. They have to
examine their brand value on continuous basis (Dempsey and Gruver, 2012). There are many
reasons behind this, which are stated as beneath:
 Enterprise's financial report
 Modification
 Security
 Sales related to intangible assets
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Therefore, it is essential for manager of firm to determine reason and examine it. It is necessary
for firm to evaluate brand value; thus, they will compare their business with other enterprise of
similar nature (Esch and et. al., 2014).
Orienting: Strategies associated with Audi and Ford:
Audi Ford
 They want to provide goods and
services to customers national and
international level.
 Organisation is utilizing similar sort of
marketing approach for items.
 Their fundamental purpose is to
provide products to people according to
their tastes and preferences.
 They conduct marketing as per the
place because they believe to follow
cultural aspects.
SWOT analysis of Audi:
Strengths:  They are using latest techniques and methods into cars.
 Design of vehicles are much elegant which aid to capture attention of
numerous individuals.
Weaknesses:  Cost related to maintenance and handling is much high.
 Less utilization of promotional and marketing strategies.
Opportunities:  They will expand their market into some other countries which enable
them to improve market share.
 Positive influence of foreign direct investment.
Threats:  Huge risk at global marketplace.
 There are various competitors of company, such as Ford.
Rather than this, above mentioned both organisations i.e. Audi and Ford is using
distinctive approaches which assist them to operate business effectually. These are stated as
beneath:
Financial approach: Basically, firm concentrate on modify current items or replace them
with new one to survive at marketplace for longer duration (Gratwohl and et. al., 2011). There
are some attributes which will include into this: Approach based on marketing: It is associated with accurate facts as well as figures
which are present at marketplace.
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 Approach based on Income: It is must for firm to provide goods and services to people as
per their needs; as a result, they will increase revenues. There are some tools which will
be utilized by manager, for instance: Cash flow, estimation of earning etc.
 Approach based on cost: According to this, it is necessary for firm to examine cost of
their products; thus, they will calculate value of assets (Hanna and Rowley, 2011).
Customer based approach: Clients are considered as a end used of their goods and
services. If buyers are addicted to items of organisation then they will always purchase it because
quality of cars are best as compare to other brand.
Targeting and dividing: Audi and Ford divide market into three phases:
Audi Ford
 Demographically: Income, gender, age.
 Geographically: Climate and state wise
 Psycho graphically: Life style and
social class
 Clients with positive attitude.
 Customers with favourable opinion.
 Positive cognition.
CONCLUSION
It get concluded from the project that brand management is not a simple thing and there
are various issues and problems arise for business when a question arise with managing of
brands. Thus, it is essential for business to use suitable methods of marketing so that such
context would emerged in business practices as well. Along with this, it is important for an
association to frame and implement suitable brand strategy so that equity at competitive market
could be enhance. Moreover, managers need to frame suitable strategy for portfolio
management, brand hierarchy with equity management. It is important to manage these things
with help of partnership at domestic and international level in order to gain better results. Thus,
for gaining success and maintain position at keen competitive world, management need to apply
suitable brand management techniques.
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REFERENCES
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Wallace, E., Buil, I. and de Chernatony, L., 2014. Consumer engagement with self-expressive
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