Brand Management: Strategies, Theories, and Portfolio Management

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of branding as marketing tool...................................................................................3
Key components involve in successful brand strategy ...............................................................4
Brand management theories and models.....................................................................................5
TASK 2............................................................................................................................................7
Brand Portfolio Management.......................................................................................................7
TASK 3..........................................................................................................................................10
Techniques of brand extension and brand leverage...................................................................10
TASK 4..........................................................................................................................................12
Measurement Techniques..........................................................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is specifies as a marketing techniques to improve the product
presence in the market (Heine and et.al., 2018). Brand management involve strategies and
techniques to improve the perceived value of product line or a brand over the period of time.
This report is based on the case study of Apple company over brand management. Apple
is a multinational technology company based in America. Headquarter of the Apple company is
located in Cupertino, California. Apple company initiated its business operations in the year
1976. Steve Jobs, Steve Wozniak and Ronald Wayne was the founder of the company.
Companies like Braeburn Capital, Beats Electronic, Claris, Apple Energy, are the subsidiaries of
the Apple company.
Henceforth, this report is focuses over key components involve in successful brand
management strategies. Various theories and models of brand management will also report to
project the brand management of corporate organisation. This report also emphasis over brand
portfolio management. Brand hierarchy will also project of a chosen brand. Various techniques
will also project in this report that focuses over brand extension and brand leverage in the context
of both national and international market. This report will also focus on measurement techniques
related to the brand value, brand awareness, market share, consumer attitude and purchasing
intent.
TASK 1
Importance of branding as marketing tool
Branding involve strategies to improve the product presence in the target market.
Strategies involve in branding focuses over enhancing presence of company's products in the
target market and between the target customer base. Branding plays a huge role while drafting
marketing strategies in Apple company. Factors that create importance of branding as a
marketing tool is as follows.
Increase credibility: Branding play an important role in improving credibility in respect to
company's products and services for the target customer's in the market (Piehler, Schade and
Burmann, 2017). Branding in marketing strategies enable the company management to express
the brand vision, values and objectives in all its marketing strategies that effectively improve the
customer trust towards the brand. Trust of consumer's play a crucial role in building customer
loyalty and using branding as a marketing tool drives the company management to have a loyal

customer base that can relate to company's vision and objectives. For example Apple company
efficiently project company's vision and mission in its marketing campaign that resulted into
loyal customer base for company's products. Using branding as a marketing tool supported
company management of Apple company to create a world wide customer base.
Create trust: Branding enable the company management to express the values behind
company's operations clearly to its customer's with the support of marketing strategies. High
values of company always generate trust in all its target customer's towards company's products
and services. Branding also enable the company management to express clearly all the products
detail in marketing strategies that also drives to customer loyalty even in new customer base. For
example Apple company is among the leading brand in corporate sector specifically in
Information Technology sector and branding played a huge role in such a success of company.
As the company management could effectively build consumer loyalty and trust with the support
of branding in all its marketing campaigns.
Improve recognition: Channelising branding as a marketing tool also improve product
recognition in the target market. Branding expands the marketing campaign by enabling
company's vision, mission and objectives in all its marketing strategies that put a huge effect in
product recognition in the target market (John and Torelli, 2017). Increased customer loyalty
also play a huge role for improving product recognition in the target market. For example
products of Apple company are considered as highly recognized in the target market and
involving branding in marketing strategies and campaign played huge role in such an attraction
towards company's products in the target market.
Key components involve in sucesful brand strategy
Brand strategy is specifies as creating a particular image of brand in target market with
the support of marketing strategies. Various key components play a huge role in creating a
successful brand strategy.
Public relation: Public relationship management is an important component work behind the
successful brand strategy. Corporate organisations involve in various campaigns to interact with
target customer's. Public relationship with brand influence the entire branding campaign. Brand
strategy is all about enhancing brand presence in target market and brand relationship with its
target customer base immense influence the procurement decision of customer's. For example
management of Apple company operates campaign like social campaign for environment