Brand Management: Strategies and Techniques for Success

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Covered in Boucher................................................................................................................3
TASK 2............................................................................................................................................3
Organization's brand portfolio strategy..................................................................................3
Hierarchy management of brands within Apple portfolio......................................................4
Strategies used for managing the equity of brands within company portfolio.......................5
TASK 3............................................................................................................................................6
Strength of one brand that can be leveraged and weakness that need attention.....................6
TASK 4............................................................................................................................................7
Different techniques used for managing and measuring brand value, brand awareness,
consumer attitudes, purchasing intent and market share........................................................7
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management refers to the activity of supervising promotion of specific brand of
products (Flint, Signori and Golicic, 2016). Brand management is planning and analysing on
how the brand is recognized and perceived in marketplace. Developing the good relationship
with target market is important for brand management. The procedure of brand management
usually includes 4 stages, such as establishing and identifying brand positioning. In short, brand
management is the process of improving, upholding and maintaining the brand so that name is
associated with better outcome. The present report is based on Apple multinational company and
its brand management system. It explains company brand portfolio strategy, hierarchy
management of brands within firm portfolio and strategies for managing equity of brands related
to in context of organization. Strength of one of the favourite brand that can be leveraged and
weakness that need attention and describe some possible suggestion and partnership and
collaborative agreements. Furthermore, it justifies different techniques used for evaluating and
managing brand value, purchasing intent, consumer attitudes, brand awareness and market share.
TASK 1
Covered in Boucher
TASK 2
Organization's brand portfolio strategy
Brand portfolio strategy is about the family of brands, its roles and responsibilities with
each other. It must deliver synergy, clarity, leverage, energy, relevance and differentiation. Apple
is the American multinational technology organization that designs, sells and develops
customer’s electronics, online services and computer software. Apple is considered as one of the
big four of technology along with Google, Amazon and Facebook. Brand architecture is one of
the best brand portfolio strategy used by company to strengthen their brand. It is the system that
helps to organize brands, services and product in order to consumer access and relate to that
brand. Organization used this model as strategy for their brand portfolio which enables clients to
form opinions and preferences for whole group of brands by learning or interacting only one
brand in that group.