Report on Aspects of Brand Management

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1 Explaining the importance of brand and marketing tools and how these tools affect the
business practices. ......................................................................................................................3
P2 Analyze they key components of successful brand strategies and methods to build
managing brand equity................................................................................................................4
SECTION 2......................................................................................................................................5
P3 Analyze the different strategies of portfolios management. .................................................5
P4 Evaluation of brand management collaboratively and in partnership at domestics and
global level..................................................................................................................................8
M4 Use different techniques used to leverage and extend the brand of the company................8
P5 Different types of techniques for measuring and managing brand value..............................9
M5 application for measuring brand value to enhance the brand popularity .............................9
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is the process which enhances the company value and build public
image of a particular brand. Brad management is the continuous process which accomplishes the
company objectives in effective manner this present report based on the brand management of
two big leading companies one Nike and second one is Adidas, they both are the high-ranking
development companies which expand in across the world. This present report based on the
different aspects of brand management which includes brand equity and portfolio strategies
which helps company to make new brand strategies and company development plans. This brand
promotes the company image and services and promote company brand image in the market.
Furthermore, it will cover the different approaches which help company accomplishment. Every
brand and company represent their logo, product quality and customer satisfaction. These are the
essential things which enhance the brand value of the company. It wills also emphasis on the
portfolio management and brand hierarchy structure of the company.
SECTION 1
P1 Explaining the importance of brand and marketing tools and how these tools affect the
business practices.
Brand management is the management function which helps to promote and make
customer aware about the company products and services. Brand of the company effective when
customer experienced will be satisfactory and effective. This process increases the brand image
of the company (Bendixen, 2015). Nike is the most leading brands because it represents the
professional athletics sports shoes. For their best quality of sport shoes its quality becomes
popular. These makes customer happy and attract them towards the company services. On the
other side Adidas is another key player of shoe making company sector. Every company attracts
customers through given best product and services to the buyers. They become popular by
making effective and profitable business plans on the basis of customers demands. There are
different aspects which is necessary for the company to build brand value in the competitive
market. Brand sustain the company image maintain the growth of the company products and
enhance the future opportunities. Stronger brand image make environment more competitive and
challenging for other competitors. Besides, brand management process is not completed without
the help of marketing tools. Marketing tools are the tools which helps big companies to become
more popular and make customer attract towards the company products. These marketing tools
promote the company products and make effective for the organization. It makes brand stronger
and sustainable in long term. It is the challenging task for the leading brands to adopt innovative
strategies and business plans (Chouthoy and Kazi, 2016). To retain the customers, due to rapid
changes in the market environment company needs to adopt regular changes for business growth.
Big popular brands are generally having good market value and share to maintain that potential
market. For that they need to come up with new product strategies to make market competitive.

It helps to grow the business into new expansion strategies. They are always ready to take new
ideas and innovative strategies to make company brand image more popular and attractive.
Customer purchasing power is more competitive and stronger to beat the needs of customers.
Brand image defines the company customer policy, product policy, CSR. Brand Hierarchy this
helps buyers to know about their favorite brand. This whole process helps company to build
good image in front of their customers. Customers always aspect something new and different
from their favorite’s brands and brands are always consider their customers’ needs on first
priorities. This will helps to make positive and healthy relationship between customers and
companies. Some of the other elements which enhance the brand quality and brand sustainability
in the market. Such as Brand Promise, Brand Image, Brand name, Brand Purpose, Brand Color,
Packaging of Brand, Target group of Brand, Brand logo, symbol, Brand Promise. These most
essential brand elements which gives more importance to the company products and services.
Nike has their own brand symbol color and promise to ensure the product quality on the other
side Adidas is another best promising brand in the market. Overall it makes competitive and
healthy environment. This will increases the company shares and values in front of the global
market. Through which company achieve their future objectives in effective manner. Nike is the
one of the top leading companies who provides sports shoes in the best quality. Along with that
Adidas known for its quality of sports shoes and different accessories, Adidas is the clothing
manufacturer and provides customer services in the best manner. They sell their product and
services in across 180 countries (Du Preez and Bendixen, 2015). It is most popular and
trustworthy brand of shoes. They both making very competitive market. Company needs to adopt
new services to attract customer attraction like Adidas adopt legacy and heritage approaches to
retain the customers. It makes brand more powerful and attractive. Brand itself is a big marketing
tool for the company. Through which company produce new services and get maximum sales
revenue.
P2 Analyze they key components of successful brand strategies and methods to build managing
brand equity.
Brand equity is the tool to measure the company brand value in the present market. It
enhances the brand level among the other competitors. It helps to measure the customer
satisfaction, feedback, company market value and company actual performance. These all factors
helps to determine the exact brand equity ratio of the brand. It is very essential for the big brands
to sustain its market value as long in the market, through which they getting benefits from the
selling. If company does not provide product and services according to the customer needs in
that case, they will reduce their brand equity level. This affects the overall sales of the company,
so that company should adopt new changes to attract the customer attraction. Second most
important thing in product quality Nike has to ensure good quality of shoes which is long lasting
and durable. It makes customer faith and loyalty towards the company services. Brand equity
also helps company to make healthy relationship between customers and company. It makes
brand popular and famous (Fisher and Vallaster, 2010). Brand logo, Symbol and brand promise