Brand Experience & Loyalty: A Commitment Perspective

This assignment delves into the critical roles of brand experience and affective commitment in fostering brand loyalty. Drawing from prominent sources such as Keller's Strategic Brand Management, Kapferer's Managing Luxury Brands, and studies published in Journal of Brand Management, it encourages a comprehensive analysis of how these factors influence consumer behavior and loyalty. By examining academic insights and applying them to real-world scenarios, students will gain a profound understanding of effective brand management strategies.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Identify importance of branding as a marketing tool and how it has appear in business
activity ........................................................................................................................................1
P2 Explain key components of successful brand strategies for building and succeed brand
equity...........................................................................................................................................3
SECTION 2 ....................................................................................................................................4
P3 Explain various strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................4
P4 Explain how brands are managed collaboratively in partnership both at a domestic and
international level........................................................................................................................6
P5. Different types of techniques for measuring and managing brand value.............................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand are different form product and services brand are trademark or symbol of not only
the product but also company name. A brand provide information like organisation name,
product and differentiating them for others. For the consumers brand signifies source of product,
less investigation cost, let down risk, quality symbol or signalling device etc. For the seller brand
are the basis of competitive advantage, easy handling, legally protect form unique traits and
features etc. In this report Coca Cola and Pepsi firm have use. Both are work as beverage
companies. Coca Cola and Pepsi are strong brand image at worldwide so that customer are fully
aware about product (Spence and Hamzaoui Essoussi, 2010). Both company have close price
competition so that their product price are effected with each others. In this report identify the
brand marketing strategies and success elements. Several brand portfolio strategies and equity
management.
SECTION 1
P1 Identify importance of branding as a marketing tool and how it has appear in business activity
BRAND : Brand mean is a symbol to identification product or company name and
quality. Brand are provide satisfaction to their customers about product quality. Brand
management is a process to build brand image in a consumers mind. Is a process of maintaining,
improving and upholding brand so that name those associated with them are create positive result
in consumer's mind for a long period of time. That is involve cost, customer's satisfaction,
competition and in store presentation etc.
Brand are provide help to both consumers and seller. For the seller brand are make
positive image so that product are easily sale. Consumers are search product and services
according to their needs and wants (Story and Hess, 2010). In present scenario hug competition
are work in surroundings so that firm has face many problem for establishing brand. Coca Cola
and Pepsi both are well established brand at market place. Through this brand image both
company have capture large market share. One of the important feature of branding are that
distinguish their product form others goods at market place. So that they have contracting new
consumer's are reattain easily existing consumers in a long period of time. Branding are every
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important for marketing and managers have use this as a marketing tools. Some importance are
as follows:
Brand provide competing advantage: Brand are create positive impact in consumers
mind so that they have provide competitive advantageous at market place. For creating of brand
organisation have make several strategies and planing to making brand image. Marketing mean
identify customer's needs and wants, marketing manager has offer product and services for for
full fills these consumers needs over their demand. Branding are one of the marketing tool for
provide satisfaction.
Brand provide stable assets: Branding are oner of the key reason to make brand stable.
That is provide strong image those create stability of the company product and make stable
assets. Manufacturing firm have many time failed in this motives and objectives. So that
company have firstly make objectives to promote their product and build brand at market place.
When brand are spread with positive image at market then they have build assets for long period
of time (Vigneron and Johnson, 2017). Many companies have do continuous technologies up
gradation so that they have retain market share and build brand image as innovative product.
Brand provide economic value: Through marketing companies have promote their
product at market place and gain large numbers of share. Economic value mean large no of
market share and large manufacturing the product and total operating cost are remain same at
time point firm have enjoy economic have of product. Branding has increase awareness about
product so that many consumers have attract toward this product and provide economic value.
Brand name like Coca Cola has worth $67 million they have maximise that with 54% of stock
value of company gettable at market place.
Brand set expectation: From brand both consumer's as well as seller have expecting
some value. For consumer's they have expecting quality, less search of product, lower risk etc.
and seller has expecting their selling of this product are increase by easily deal with product
manufacture because their reachability are very high, that are symbolic product customer's have
ask for product with their brand name etc. so that both are expecting form brand are company
have established strong brand image to full fill these expectation (Zarantonello and Schmitt,
2010).
Many times consumer's are confuse in these two terms brand and product, some important
differences are as follows:
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PERTICULERS BRAND PRODUCT
IDENTIFICATION That is the unique symbol of
identification.
That is referred as set or
collection of various attributes.
SALLING Brand can't be sell to
consumer's
Product are manufacture for
selling purpose.
OFFERS Brand offer quality in product. Product offers its to consumers
for use or consume.
Legal It can not be copy by others. It can be copy by others
ventures for make same
product and service. Like Coca
Cola and Pepsi (Annie Jin,
2012).
P2 Explain key components of successful brand strategies for building and succeed brand equity
Brand equity: Brand equity mean commercial value of brand at market place. That can
be realise when company have sale their brand at market. But company have analysis this value
time to time for know their brand value and make strategies accordingly. For increase brand
value company has continuously use innovative operations and technologies product and
services at market place and they have maintaining their product quality to reattain existing
consumers. Example Coca Cola has provide quality product and make new product for increase
market share.
For companies marketing manger have consider many key components for make
successful brand building at market place for managing brand brand equity. Some are as follows:
 Brand awareness: Company have attracting consumer's by creating brand awareness
toward their product offers and deliverables. For increase market share that is very
important for manager to create awareness about product and services through
advertisement and promotional activities (Balmer, Liao and Wang, 2010). Through this
company have successfully build brand image at market place. Example: Coca Cola
have serve their services to all over the world so that they have make product to every
person even for child.
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 Perceived product quality: That factor have determine consumers thinking about
product offer by organisation and quality. Several consumers or individual has use Coca
Cola product because that have strong brand image at market place and good &
effective product quality. Consumer have easily identify product because company have
spread information about product and use advertisement and promotions activities for
generating brand image.
 Brand association: Brand association are not a product benefits that is the image and
symbol associated with brand benefits. That is include logos, symbol's, tag line, punch
line use by company for portraying brand image in consumers mind for a long period of
time. So that clients are easily recognised product as well as company name.
 Brand loyalty: That mean consumers positive perception and attitude toward firm
product and services that is influence consumers purchasing habits. That is show
dedication of consumer's of making decision about product purchase while many
substitutes are already available at market place.
 Coca Cola low calories: Today's environment company as well as governments both
are focus on health issues. So that Coca Cola have make low calories product to serve
healthy product to consumers (Baumgarth, 2010).
 Build brand: Every firm have recruiting talented employees for increase productivity
and quality of product for satisfy consumers.
 Developing performance at market place: Coca Cola has develop their performance
by providing quality product to their clients. They have generating competition at
market.
 Wellness and health: Coca Cola have manufacture wide rage of juices and other helthy
drink to promoting health in a society. For achieving goals and objectives that is very
important to use quality material.
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SECTION 2
P3 Explain various strategies of portfolio management, brand hierarchy and brand equity
management
Brand is a one of the important tool in order to achieve high profitability as well as
market share. Company may develop strategies related to brand extension at international and
national level. Through this they increase reachability.
Pepsi: It is introduced as an Brads drink in 1898. its product are related to kola real, postobon,
RC cola etc. it is having various types of products such as diet Pepsi, crystal Pepsi, Pepsi vanilla
etc. (Annie Jin, 2012).
Coca cola: It is a carbonate soft drink which is organized by coca cola organisation. It is
introduced on 8 may 1886 in US. It produce different variety of products like as diet coke, coca
cola life etc.
Brand have create positive impact and brand manager have make strategies and plan to
build brand for generating or retaining good relationship between clients and firms for long
period of time. Company has increase market share through branding strategies and receive hug
profitability by selling large numbers of product. Company have also maintain their brand equity
for gain market value (Bergkvist and Bech-Larsen, 2010).
In this report select two firms Coca Cola and Pepsi because both are well established and closely
competitive brand. Both have high market share, reachability, brand calling and ability to
influence customer's behaviours toward firm product and services. Both have high profitability
and continuously changes their promotional and advertisement strategies to build strong brand
image at market place. When evaluating effect of brand on company performance these two
Coca Cola and Pepsi firm' information can help to draw valid result.
Brand portfolio strategy
Brand portfolio: Portfolio mean various kind of product are product by one company. They
are family of product and each one goods have their own brand value at market place. Brand
portfolios refers to different types of product that have their own brand value. Coca Cola have
big brand portfolios like Fanta, Diet Coke, Coca Coal Zero, Minute maid and many more.
Pepsi have their own big brand portfolios that includes Diet pepsi, Wild Cherry pepsi, canffeine
free pepsi, pepsi next and many more.
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Big companies have manufacturing large product line so that they have operate more then one
brand at market place. So that these companies have make portfolio of several brand. Brand
manager has prepare strategies for managing these brand portfolios. In this case company has
encompasses all these action in a single umbrellas. Example: Coca Cola has offer many product
like mazza, sprite, fanta, thumps up etc. and each one have their own brand image at market
place (Baumgarth, 2010). For this brand manager of Coca Cola company has use effectual
schemes are describe as following terms:
Driving revenue and profits growth: In this company has focus on adding new feature in their
product and services for making unique product in order to increase market share. Through this
firm has create positive impact on market place to retain consumer's for long period of time
(Braun, Kavaratzis and Zenker, 2013).
More efficiency: Company has use several tools and techniques for gain efficiency in their
business operations. So that they have attain economic of scale through offering low price of
product.
Investment of business: In this step organisation has increase their investment for effective
business activities. With this firm has use marketing tools like advertisement and promotional
for increase brand awareness at market place. Coca Cola has invest hug amount in
advertisement and promotional activities to build brand image at UK.
Brand hierarchy: it means that they are summarizing the strategy of brand by displaying nature
and numbers of distinctive as well as common elements of brand across companies products,
revealing the order of explicit of brand components. Their are various ways of defining brand
components and hierarchy levels (Kunerth and Mosley, 2011). Perhaps very easy representation
are given below: Corporate brand: It is an practice of using a name of organisation as a brand product
name. It is attempt equity of corporate brand for creating a brand recognition. Example:
IBM, Heinz, Hershey etc. Family brand: It is a products which are in group of same brand name. Like various
products of firm are marketed within a one brand. For Example: videocon, Johnson and
Johnson, amul etc. Individual brand: it is an specific or multi branding, it is an strategy of marketing of
providing every products in a portfolio by its unique name of brand. For example: HUL,
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gamble and proctor.
 Modifier: it refers to the word, clause or phase that activities as an adjective or adverb to
qualify it as a other word. Regardless of its corporate, individual or family brand are
employed it is often important to further distinguish kinds of company or involved
model. For Example: lux, motor etc.
Management hierarchy of Coca Cola
Umbrella brand: Coca Cola has use single brand name for selling several product at market.
For this firm have enjoy positive brand image and brand equity. That is different form brand
expansion because umbrella branding include marketing of same kinds product in a one brand
name.
Product: Coca Cola has selling or offer several beverages like sprite, fanta, mazza, diet cock
and many more to consumers. For this they has make strategies for promoting separately each
one of product at market place (Burmann and König, 2011).
Pepsi company
Umbrella branding: This company has also promoting their product in a single brand name.
They has selling their product under one brand at market place.
Product: Pepsi has manufacture and selling many beverages like mountain dew, tropicanos and
many other soft drink to consumers.
Brand equity: Pepsi has full fill their promise for consumer's to provide quality of product and
in term of deliverables. That add value in their brand popularity.
CBBE Model (consumer based brand equity)
This model was propose by Sir Kevin Keller. In this model brand equity has been analysis
accordingly to consumer's preferences. CBBE model has assist firm brand manager for
managing brand in a very effective manner. He said brand in term of consumer's represent
feeling, perception, attitude, behaviour toward company product and firm has make their
product shapes, features etc. in goods so that they meet consumer's need and wants or demand.
That inspire consumer's for purchasing firm offers on a random basis (Freling and Forbes,
2013).
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Advantageous of CBBE Model
Brand identity: That show product differentiation form other competitors by recognise
particulars feature of product.
Brand meaning: This model has give clear brand meaning that decrease misinterpretation of
product occur in all consumer's mind. Through this company has achieve goals and objectives
in a very effective manner.
Brand response: Consumer's are provide repose toward brand. In this model that repose have
been identify where that is positive or negative.
Brand resonance: This model provide support to creating positive brand image of venture in
consumers mind in relationship to its competitors.
P4 Explain how brands are managed collaboratively in partnership both at a domestic and
international level
Management of the company develop strategies and plan in order to achieve goals and
objectives in given time frame. Though this, they are able to measure and manager b brand value
at market over the long period of time.
Company have use several strategies tools and techniques for make brand successful. Its
very important for make product awareness among all UK people. For make presence at market
place its very important for company to increase their product quality by increase productivity.
So that they have full fill all consumer's requirement and demand.
Brand extensions
Brand extensions: Brand extensions mean established new brand name by introduced new
product or by make ventures. It can be realise and unrealised in a existing product line. The
existing brand those increase brand extension are called parent brand.
That strategies use by big firm for selling many product and services to their clients. This big
product line provide opportunists for clients to select their product according to full fill needs
and wants (Gatti, Caruana and Snehota, 2012). Through brand extension company has compete
with in current market industries. If company has not added some thing in their product and
advertisement then they has loss brand image and less recognised by consumer's.
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Coca Cola and Pepsi both are big companies and well established strong brand image in
consumer's mind. They both are running their operations at globe level. Firm has make
strategies of advertisement and promotion according to their consumer's culture and
environment. Coca Coal has selling their several product and gaining fame in other nation like
India. Coca Coal and Pepsi both are use strategies for acquire new market. Some strategies are
as follows:
Market development: Through this strategies firm has developing their plan to expend their
market and they have catch those social group those are not touch before. For this firm has
creating new product to provide services at large no of new clients. Firstly firm has
investigating those area demand and then make offers or develop product accordingly. For new
market development Coca Cola has consider other countries rule and regulation which help to
established their brand at new market.
Diversification: Company have diversify their product form their competitors. Company have
use various method to diversify their product like adding value or features and make new
product according to demand. For this firm have know about consumer's needs and identify
through survey. Through diversification Coca Cola enjoy competitive advantages as compare to
their competitors. According to customer needs company has able to develop product.
Diversification should be done by vertical and horizontal product line. Coca cola use this
strategy to diversify promotional activities.
Market penetration: That is the process to know how much sales are done of a particular
product at market place. This can be identify by analysing past sales report. Its aids market new
leads and enhance overall sales of the venture (Iglesias, Singh and Batista-Foguet, 2011). There
are four approaches which use by company is maintain or increase current market share, secure
dominance of market growth, restructure new market by driving out competitors, increase usage
of product with in existing customers.
Product development: Improvement in existing product or many variates of goods are known
as product development. In present scenario its very important for firm that they has analysis
current needs and offer product according consumer's demand. Coca cola develop new product
when, they think the old product reach on maturity phase and needs some change in order to
gain sustainability at market. Thus help to enhance market share and overall firm profitability.
These all advantageous are develop organisation like Coca Cola and Pepsi. They have use these
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strategies time to time for developing their market and increase their market share. There are
many technical tools to examine scope of development.
Collaboration and partnership: Collaboration is a action of working with some other
company in order to enhance their capacities and performance in order to achieve common goals.
Partnership is a process to run some business activities with other firm in order to complete
particular task and work in given time frame. Company are use this strategies to expend their
work area effectively (Kapferer, 2017).
Coca Cola established their partnership with world water resource institute, USAID,
UNDP, IDB, international finance corporation and trout unlimited or many more in order to
achieve their set long term goals. Pepsi co. also established their partnership with farmers which
help to gain quality of product and firm are improve their living standard. Pepsi also make
collaboration with DVB brand in order to enter footwear industries.
Coca Cola has collaborate with ZOZOTOWN in order to create t-shirts, hats, coke bottle
shaped cushion and outwear. The coke inspired goods are available in red, black and white
colour. Through collaborate strategies, firm are able to increase reachability as well as strong
brand image. Coca Cola has also build partnership with trout unlimited in order to manage
waters resources at local as well as global level. Through this partnership firm are participate in
international water resources management (Braun, Kavaratzis and Zenker, 2013). Pepsi has also
work through collaboration with other firm like DVB brand. Through this, firm are able to enter
new industries like footwear and increase profitability as well as high brand value at market
place.
When both coca cola and Pepsi have joint hands to work together at domestic level then
they are effectively delivery of product and services in order to gain sustainability at local as well
as international market. Both have strong brand recall among potential clients which increase
profitability and lead market as compare to their local firms at international level.
P5. Different types of techniques for measuring and managing brand value
There are some challenges and problems that every organisation faces while competing
with their rivals. It is important to first clearly analyse the needs and demands of the customers
and accordingly produce quality products which maximise the satisfaction level of targeted
customers. Coca-cola attains largest market share and brand value in competitive market over
last many decades. As the company faces huge competition in their market through which they
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need put their maximum efforts in implementing corrective strategies which help them in
competing with their rivals (Zarantonello and Schmitt, 2010). Basically there are two aspects
which arises brand measurement. The first one is preparing financial statements of company and
the second one is allocation of purchasing price of the product by product manager.
Techniques adopted by Coca-Cola are:
Brand measurement techniques: It is used to attain and manage high brand value
through implementing competitive changes in organisational structure which help them in
competing with their competitors.
Quantitative techniques: Through this process, manager is responsible to prepare
numerical representation and scale questions so that overall summary can be made (Gatti,
Caruana and Snehota, 2012). For example, Coca Cola are used cost based brand valuation in
order to analysis their brand market value.
Qualitative techniques: In this, particular targeted customers are selected for interview
purpose wit a motive of identifying exact brand value of company. Their feedbacks are carefully
analysed and accordingly implement corrective actions. For example, Pepsi evaluating their
brand value by using Chip Shafer qualitative method, brand value= total price/ No of
respondents.
Comparative techniques: Through this, the interest level and behaviour of customers
relating to company's product are carefully analysed so that they can perform in right direction to
achieve good brand image in competitive market world (Baumgarth, 2010).
For Coca-Cola For Pepsi
It is the company which deals in providing
cold drinks and attained high brand value in
competitive market. Therefore it is essentially
required to implement an effective strategies
according to the changing environment
(Freling and Forbes, 2013).
Brand awareness: It is included in the
qualitative research process through which the
company contribute possible efforts in building
good brand image in customer's mind so that
It is also beverage company which is also
attain brand image in competitive market. They
gives tough competition to their rivals through
implementing effective plans and strategies.
The techniques mostly used by company are :
Brand Based Comparative approach: Through
this approach, customer's preference are
carefully analysed towards the new product of
the same company. Pepsi, 7uo are some
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they can easily identified at everywhere
(Braun, Kavaratzis and Zenker, 2013).
products of Pepsi.
Brand equity audit and Tracking Techniques:
Brand audit is performed with a motive of analysing the actual position of the brand in
the competitive market. Following elements are include under this which are as follows:
Strengths and weaknesses: Through this, market share of both organisation are discussed and
analysed. Coca Cola have US $35.410 billion revenue in the year of 2017 with approx US
$1.248 billion net income. They operated their business in beverages industries and receive lot
of profit form these sector as compare to other area. Pepsi have annual revenue of US $63.525
billion in the year of 2017 with net income of US $10.509 billion (Burmann and König, 2011).
They run their business activities in beverages, snacks, footwear and many more. Pepsi receive
most of the part of their income form beverages area as compare to others. So it is concluded
that, both company are effectively run and manage their beverage brand image at market place.
Thus help them to increase profits. Coca cola others working area is poor, its need new and
strong strategy in order to effectively operated them. This same condition are apply on Pepsi.
SWOT analysis of Coca cola:
Strength:
 Brand equity
 Company value
 Vast global presence
 Large market share
 Strong distribution network
Weakness:
 Competition with Pepsi
 Low product diversification
 Absence of health beverages
 Effective water management
Opportunity:
 Operated business activities at
developing country
 Packaged drinking water
 Supply chain management
Threat:
 Availability of raw material
 Indirect competitors
SWOT analysis of Pepsi:
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Strengths Weakness
 Have a high profile presence of
company globally.
 Constant innovation of products
 Broad product portfolio
 Decline of carbonated drinks
 strongest position in North Africa
 Target young people
Opportunities Threats
 Healthier beverage growth
 Asian and tea beverage growth
 functional industry of drinks growth
 Health and obesity concern
 Increased competition
 Instability in economic situation
Coca Cola use low pricing strategies as compare to their competitors in order to selling
their product at market place. Coca Cola largest competitors has Pepsi. They both have face
pricing war in same industries. So that, Coca Cola has gain competitive position at market place.
Branding strategies: some important branding strategies of Coca Cola and Pepsi are as
follows:
Corporate brand: Coca Cola and Pepsi both are used this strategies by different ways. In
this strategy firm provide product with their name like Coca die, Pepsi etc.
Umbrella brand: All product are comprise in single brand name that is called umbrella
brand. Both Coca Cola and Pepsi are used this strategies at market which help them to gain
competitive advantage as compare to their competitors (Baumgarth, 2010)
Market context: In this, various components are determined which make either negative
or positive impact on brand image of Coca-Cola and Pepsi. Brand equity has build strong brand
image in customers mind in order to gain high market share. So that, both companies has able to
increase customer satisfaction in an effective ways. Which help to completing whole business
activities in given time frame.
Competitive tactics and strategies: In this, proper audit is required to be done in order to
find out the tactics and accordingly implement effective strategies in order to competitive with
each other. Coca cola and Pepsi both are used competitive tactics and strategies which help them
to improve their all operational activities in an effective manner (Annie Jin, 2012). But they both
are competitors and use different strategies to compete with each others.
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Brand equity Description: In this, the level of satisfaction of customers relating to their
product are considered. Thus help to gain high market share as compare to their competitors.
Through this brand manager is analyse their brand value by which companies has determined
customer's perception and experience.
Brand Tracking: In this, the targeted customer's interests and behaviour towards the
company's brand name and its product are determined which help them in providing quality
product to maximises their level of satisfaction (Freling and Forbes, 2013). Through this
activities firm are able to enhance customer's satisfaction and their perception toward new
product and services in order to gain high market share. Marketing manager of Coca cola track
their brand which help them to understand clients needs and wants.
CONCLUSION
In this report that is conclude that brand management are very important tool of
marketing management for create positive brand linage in consumer's minds and enhance
profitability. That provide help to attracting large number of consumers and make long term
relationship with them. Coca cola and Pepsi both are very famous brand at globe level which
offers many types of beverages product. Both are use different tools and techniques for making
strong brand image and increase brand equity are detail in this assignment. And in this report
several portfolios strategies are describe like Investment of business, more efficiency, driving
revenue and profits growth etc. use by companies.
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<http://www.managementstudyguide.com/brand-management.htm>.
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