Brand Management and Portfolio Analysis

The provided document is an assignment that delves into the realm of brand management and portfolio analysis. It explores various aspects of brand strategy, including co-branding, Keller's Brand Equity Model, and managing brand hierarchy. The document also touches upon project portfolio management, customer-based brand equity, and website traffic analysis. It utilizes illustrations to provide visual representations of concepts such as the BCG Matrix and Customer-Based Brand Equity Model. The assignment aims to equip students with a deeper understanding of brand management principles and their application in real-world scenarios.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
Article to demonstrate importance of brand and how it is created and managed...................2
Introduction............................................................................................................................2
Main Body..............................................................................................................................2
Conclusion.............................................................................................................................5
TASK 2............................................................................................................................................6
Brand portfolio strategy - iPhone...........................................................................................6
Brand hierarchy management.................................................................................................7
Model used for managing the equity of brands......................................................................9
TASK 3..........................................................................................................................................11
Strength of brand leverage....................................................................................................11
Weakness that need attention...............................................................................................11
Collaborative and partnership agreement.............................................................................12
TASK 4..........................................................................................................................................12
Brand value...........................................................................................................................13
Brand awareness...................................................................................................................13
Market share.........................................................................................................................14
Customer attitude..................................................................................................................14
Purchase Intent.....................................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management is the process of maintaining, improving and upholding a brand so
that it associated with positive result. In other words, Brand management is a marketing function
that increase the perceived value of brand or product line over time by using various techniques.
The first task of report will be based on Optimum Impression Ltd. that is an advertising
organisation. It will analyse in the report that how organisation can build and manage brand over
time by using various techniques and strategies. The study will determine brand portfolio
strategy and hierarchy management of Apple Inc. that is a premium brand as well as strategies
for managing brand equity will also be evaluated. The report will cover how brand can
leverage/extended domestically and internationally over time. Lastly different techniques will be
evaluated for measuring and managing brand value.
1

TASK 1
Article to demonstrate importance of brand and how it is created and managed
2

Brand is power
Introduction
Brand is an identifying logo, name, mark or symbol that organisation uses to separate
their services and products from others (Heding, Knudtzen and Bjerre, 2015). Optimum
impression Ltd. Is a popular advertising company and has launched new marketing brochure
known as 'Brand is Power'. Brand name have power to drive market performance of Optimum
impression Ltd. and it contributes to the overall value of business as well as it gives power and
strength to compete.
Brand equity is the added value endowed on services and products of that reflected in
the customer feel, think, and respect to the brand. It combined four components perception,
image, awareness and loyalty (Keller and Brexendorf, 2017). Brand equity is defined as the
level to which a brand has achieved consumer understanding, their awareness, loyalty, belief
and advocacy among a target group.
Optimum impression Ltd. can build or developed successful brand by these following
steps wherein in first stage in building a brand is determining target audience and core strength
of the brand. However, after finding target audience it is essential to define mission of brand
and deliver it with attractive logo, symbol and tag lines. Lastly, building a successful brand last
stage is, analysed sustainability of brand and regular monitoring is necessary.
On the other hand, Marketing department plays and important role in creating brand
equity. They are responsible for various marketing programs related to distribution channel,
products, price and these programs create brand image and build brand awareness and that make
the process easy of creating brand equity.
Main Body
Successful brand strategy for strengthening brand equity
Optimum impression Ltd. can strengthen the brand equity by providing quality products
and services to the potential customers. It is important for the organisation to ensure that they
bring out products and services into the market are new to the business portfolio (Urde, 2016).
Having quality products and services is the first and most essential strategy to strengthening
brand equity. Creating a consistent brand image and communicate to the consumers helps the
3

organisation to strengthening brand equity and it helps in showing to the customers that the
brand is dedicated and serious to deliver exact services and products what they need.
Optimum impression Ltd. ensure that they always lookout trends and activities of its
core competitors and operate the business in unique space that build and strengthening brand
equity and value of the organisation. Along with it, industry should target a niche that help them
to focus on a particular area of product and services and help the organisation in increasing the
innovation thinking and understanding the consumer need effectively.
Brand equity can be managed and developed by understanding and applying brand
equity model by AAKER that have 5 various categories:
Brand Loyalty: According to Aaker, brand loyalty is currency of brand and higher loyalty help
optimum impression Ltd. To reduce marketing cost and to strengthen brand equity. To
implement brand loyalty marketer of the industry, have to create experience that is unforgettable
for the consumers by providing them quality services and products. Loyalty is something that
takes a long time to build by competitors.
Brand Awareness: The very first step of building and strengthening brand equity is aware
consumers about the brand that attract consumers mind towards the brand and help organisation
to develop and manage it successfully. For effective brand awareness, Optimum Impression
Ltd. focused on personal relevance in customer mind.
Perceived Quality: For strengthening brand equity or value, company need to provide higher
quality of services to their potential customers which gives reason to buy. Higher quality
services result in high level of customer experience and satisfaction. It is important for the
organisation to enhance their brand value by perceived quality as it ensures position of brand in
market which denotes its power.
Brand Association: The association of brand refers to the fact that brand have social position
and their professional roles are build and managed successfully. Optimum Impression Ltd.
Engage in their consumers mind by creating a positive attitude and by effective brand
differentiation that can make the process easy of brand equity management and that strengthen
brand equity. The slogan of Optimum impression Ltd. Is Brand is power clearly suggest that
brand association reflects, purchasing behaviour and attitude of consumers which help the
organisation to retrieving customer.
Other proprietary Assets: Other proprietary assets include patents, trademarks and channel
4

relationship that ensure that brand equity is developing and managing successfully.
Brand extension-
Brand extension is a marketing strategy in which organisation market or introduce the
new product and services in a different category by using same brand name. Company use this
strategy for leverage and increase brand equity (Smith, 2015). To strengthen brand extension or
stretching, Optimum impression Ltd. focused on innovation and uniqueness in new product or
services in article which can helps the firms in managing successful brand name. There are two
type of brand extension; Line and Category that can enhance brand equity and company's image
in the market.
Reinforcing and revitalising brand-
Brand reinforcement refers to the activity to maintaining the brand equity by marketing
actions that consistently convey the meaning of the brand to its targeted customers. Reinforcing
brands include ensuring innovation in merchandising, product design and manufacturing (Shah,
2015). Brand reinforcement include continuous monitoring of the products and services to track
the change in trend, consumer's taste and preference. There are various strategies for
reinforcement:
Maintain consistency- Optimum impression Ltd. outlined about maintaining its consistency
while delivering the message to maintain the brand association that aware consumer but along
with that it is also important to change the way and manner of offering the services and product
to the customer.
Brand fortification- Fortify means to strengthen the brand over a period. Organisation should
focus on to strengthening the brand name because products and services are improved
periodically but the brand name remain same for years. Brand can be fortified by increasing
brand awareness, bringing innovation in merchandising, etc.
Brand revitalising is a marketing strategy that organisation can use when the profits have
fallen and products reach to the maturity stage to maintain the equity of brand (Davis, 2017).
There are various approaches to revitalising such as; market expansion, brand repositioning,
product modification, etc. seven avenues of revitalizing brand are entering in new markets,
finding new uses, increasing usage, repositioning, augmentation of products and services,
extending brand and obsoleting existing services and products of firm. Strategies to revitalise
brands:
5

Brand awareness- Optimum impression Ltd. outlined about brand awareness by increasing the
level and frequency of consumption. Brand awareness can be extended by identifying new way
to use the brand that help to attract the consumer's attention towards the organisation.
Improving brand image- Brand image improvement includes repositioning, marketing
management, changing brand elements. Industry can improve the brand image in consumers
mind by positioning itself clearly that increase trust of customers and they can bring change in
various elements of brand such as; jingles, packaging, logo, etc. to revitalise the brand (Elliott
and et.al., 2015).
Conclusion
Branding is the process of disseminating and creating the brand name and it can be
applied to individual products and service name as well as the entire corporate identity. It
includes every aspect of customer's experience, from logo of Optimum impression limited to the
website, advertising, etc. Branding can be used as marketing tool in the organisation because it
focuses on same objective. It is very essential for every organisation because it makes overall
impact on the company. Following are the importance of branding as a marketing tool:
Cohesive brand strategy helps the organisation to communicate with the target
customers clearly that increase their interest and attract them towards the organisation or
products.
Well defined branding strategy directly connected to need of consumer, build an
emotional connection, and it increases business value.
Consistent branding is important for the organisation to attract new distribution for its
products as well as it attracts new investors.
Branding makes the promotion process easy and make remarkable and unique brand
image in the marketplace.
It increases the rate of success of Optimum impression Ltd. In advertising (Evangeline
and Ragel, 2016).
6

TASK 2
Brand portfolio strategy - iPhone
Brand portfolio is the collection of brands under an organisation's control. Brand
portfolio strategy is a critical part of an organisation's brand equity that also drive by brand
identity. Effective brand portfolio strategy allows Apple to manage its brand i.e. iPhone. This
strategy is essential for long-term success of multi-brand companies and help in considering
external and internal competitors.
Apple Inc. is a leading manufacturer of electronic devices and BCG matrix can provide
an insight of its different products by the brand iPhone:
Dogs (Low market share- Low market growth)
The product that are put in dog category are low growth and low market share products.
This category of Apple includes; various series of iPods, Apple TV, etc. that are low in market
and that are reported as low growth in compare to other products. iPhone 1-4 series come under
this category as they are of low market share and less demanding than other series of iPhones.
Cash Cows (High market share- low market growth)
7
Illustration 1: BCG Matrix
(Source: Matrix (Growth Share Matrix, 2016))

Cash cows denotes that products of Apple that are rich source of income and have high
market share (BCG Matrix (Growth Share Matrix), 2016). Product category of Apple include;
iTunes, iMusic, MacBooks, etc. these category products are made by organisation but most of
the customers are shifting to portable and mobile. Iphone 5 and 5S come under this category as
they generate tons of cash and make huge portion of Apple's overall revenue.
Rising star (High market share -High market growth)
The products come in star category are of high market share and those products can more
expand in the market and can increase market share with the growth of industry. Products come
under this category are; iPhone, iPad. These products are so successful that their growth increase
market share of the organisation. Iphone 5 to X series come under this category as they have high
market share and high market growth.
Question mark (Low market share- high market growth)
Products come under this category are likelihood of achieving the position of a star for
the company. Apple TV comes under question mark and they make a bit of money but the
product is not reaching to its potential position. If Apple resolve some ecosystem issues they can
make their space in TV. Under this category iPhone's series of 6 and 5C comes.
Apple focus on ideal portfolio that fit into their vision and future growth and maintain the
portfolio determining the brand portfolio, roles of portfolio, product, defining roles, brand scope
and portfolio graphics. There are various portfolio models such as; Branded House, house of
Brand, sub-brands, endorsed brand.
Apple use branded house strategy as they use single major brand in every product line
and services. Effective portfolio management of products maximize their revenue, reduce risk of
competition. The purpose of portfolio management of Apple is to analyse possible product line
expansion and not to limit their product line in one category.
Brand hierarchy management
Brand hierarchy means of summarizing the brand strategy by portraying the nature and
number of distinctive and common brand element (Managing Brand Hierarchy, 2019). It is
based on the realization that products and services can be branded in various ways depends on
new and existing brand element and how they can be combined for any one product of the
company. In simple words brand hierarchy portrays organisation's branding strategy for one
8

specific brand line and displays all the products associated with the brand name. Brand hierarchy
tree of Apple company.
It outlines various level to a hierarchy of brand that is corporate branding, family branding,
individual branding and there are various strategies to manage the brand hierarchy;
Apple practices Corporate Branding strategy in the industry. They use corporate brand
name as their product name. For example, they introduce their smartphones as the name of Apple
or iPhone and provide a logo of the apple that recognise by consumer. Organisation uses
corporate brand equity to create brand recognition. Brand hierarchy is managed by Apple by one
Brand name on each and every product line.
Brand hierarchy
Smartphones- iPhone 2G, iPhone 3G, 3GS, iPhone 4, 4S iPhone 5, 5S, iPhone 6, 6S and it
continuous to iPhone XR till 2018.The first generation of iPhone was launched on June 29, 2007
with iPhone OS 1.0 and iPhone XR launched on October 26, 2018 with iOS 12.
 The brand launched their first generation of iPhone on June 29, 2007, which changed the
world with providing multitouch screen and digital keyboard with iPhone OS 1.0.
 Apple upgrades the original iPhone in 2008 with a complete redesign and support 3G
networks and allow their user to download files.
 In iPhone 7 and 7 plus they maintain the design of iPhone 6. In that product they add
more features to their product such as; water resistance.
MacBook: Laptop/Pc- MacBook air, MacBook pro, Mac mini
 They introduce to the world with butterfly mechanism keyboard in MacBook.
 They upgrade the features and launch MacBook Air with increased speed of processor to
1.8 GHz and third generation of butterfly mechanism keyboard. MacBook pro is more upgraded and it is Apple's higher end laptop with variation in
size and touch ID sensor integrated.
iPhone Iphone is a line of smartphone by Apple Inc. that include many
generations of iPhone. The first generation was relaesed on 29th June
2007 and current iPhone was launched on 26th October 2018. Till now
they launched 13 generation of iPhones.
MacBook Pro MacBook pro is a line of Macintosh portable computers that was
introduced by Apple Inc. in January 2006.
9

iPod The iPod is a line of multi-purpose pocket computers and portable
media player. iPad, iPod, iPod nano, iPod shuffle, itoucH
Model used for managing the equity of brands
Brand equity of Apple is a part of the overall value of the company (McCarthy, 2016).
For managing brand equity of Apple, customer-based brand equity is best that analyse the value
of specific brand in customer's mind. Keller's brand equity model stands for customer-based
brand equity that help Apple to build brand equity by understanding their potential and targeted
customer and implement strategies accordingly. According to this strategy connection between
consumer and brand results in positive brand equity. Apple Inc. uses this model that help them to
understand what strategies they should implement to give right experience to by creating wow
factor to their audience.
CBBE model takes the shape of pyramid that has four levels:
(Source: Keller’s Brand equity Model – CBBE Model by Keller, 2019)
Brand Identity
Brand identity is the way customer look up to brand and how they separate each brand
from another. Apple ensures that consumers are aware of iPhone as well as they are getting right
message (Keller’s Brand equity Model – CBBE Model by Keller, 2019). Apple's identity in the
market and consumer's mind as premium and luxury brand with high quality products that are
10

unique by their continuous innovation in every product series in compare to other competitors.
iPhone market themselves in the consumer's mind as high-end quality product and aware them
by various marketing campaigns to ensure that each target consumer is aware of brand and its
value.
Brand Meaning
Brand meaning include two major aspects; Brand performance and Brand Imagery. Brand
performance encompasses factors like customer service and satisfaction with a product. Apple
has great brand performance as iPhone and it is known for its durable, reliable products. In terms
of brand imagery Apple Inc. has a very high conception in customer's mind and for the brand.
Ace quality of iPhone, MacBook Pro, iPod is ensuring by their premium pricing advanced
services.
Brand Response
Consumers are most essential element of every organisation and their reaction depends
on response to any particular product or brand. The response includes consumer's judgement and
feeling that depends on brand quality that meet the level of satisfaction of clients. Products of
Apple are considered to be high end that ensures that customer getting the high quality of
performance (Shah, 2015). Response of consumer towards the brand is positive and trustworthy
and buyers are loyal to the brand. For consumers iPhone and Mac computers are more than just a
piece of electronic equipment that shows consumer's emotional connectivity with the brand.
Resonance
Brand resonance of Apple have four key components; Loyalty, Attachment, Community
and engagement. Apple have power of brand loyalty by providing its smartphone brand that most
companies only can dream of. They gain great consumer engagement that whenever iPhone have
problems with its products, its customer are patient and forgiving. Thus, the brand resonance of
Apple Inc. happens to be very strong.
Apple gain consumer loyalty towards its sub-brands by providing high quality products
and provide effective consumer service that result in engagement of consumers towards the
brand. Consumers are attached to the brands of apple due to its unique identity and innovative
feature in every product that consumers do not find in any other products of competitors. Apple
has portrayed itself to be a brand that consumer can have for long term.
11

TASK 3
Strength of brand leverage
Brand extension is a marketing and branding strategy that use the power of existing brand
name to support company's entry in new product line that is related to old products. Organisation
used this branding strategy to enter in new product category. By using extension strategy Apple
produces a new line in smartphones (Keller, 2016). There is different type of brand extension
that are; Line extension, Category extension.
The move of brand leveraging by Apple Inc. into smartphones give strength to the brand
and to the products. The brand extension or leveraging is result in positive and profitable manner
because now 62.21% of Apple's sales come from iPhones and most of the consumers are
attached to the parent brand from the iPhone. When they launch their first iPhone, organisation
do not require investing in market the already provided products set high standard for the market
and for the company. The organisation covers most of the market share by iPhone series.
Apple focuses on bringing innovation and uniqueness with every new iPhone launch that
help them to create curiosity in consumer's mind and their attachment with the product.
Leveraging help, the organisation to improve brand image, increase efficiency of promotional
activities and avoid cost of developing a new brand. However, iOS devices are affected by
Meltdown and Specture vulnerability that is a hardware vulnerability and allow rouge process to
read all memory. It can be due to rapid business expansion, major channel diversification. From
the various research Apple install security alert in their products that. Apple fixed the
Vulnerability in MacOS high Sierra 10.13.16.
Strength of iPhone
 iPhone is the biggest success of Apple it is great product, simple usability, durable and
better than many smartphones in the market.
 The product is relied on tried and tested software that makes consumer secure and safe.
 The brand iPhone introduce by already popular organisation i.e. Apple that makes the
brand and product more successful and loyal.
Weakness that need attention
With the strength leveraging into the smartphones, there have some weaknesses too that
need to be considered by Apple Inc. The extension of Apple into smartphones focuses on
12

premium pricing and targeted only those consumers that makes brand limited into targeting
consumers. They have limited marketing and promotional activities that weakens the brand
somewhere. The brand launch back to back products every year that make consumer feel bad if
they already purchase previous product. Some recommendation that company can use to
overcome the weaknesses:
 Apple should invest more in their promotional activities of I phone that help them to
attain more consumers towards the brand and it keeps their previous products in the
market as well.
 They should not set higher prices with every new launch product that makes them super
premium smartphone brand. The pricing strategy should be appropriate according to the
product quality.
Collaborative and partnership agreement
Collaborative partnership are action and agreements made by consenting organisations to
share resources to accomplish mutual goals (McCarthy, 2016). This agreement relays on two or
more organisation's participation who agree to share resources such as people, knowledge,
research, finance, etc. Apple collaborates with many brands that help them to bring innovation in
their products, introduce new technologies, etc. that increase their productivity.
Co-Branding- It is a marketing strategy that includes strategic alliances of multiple brand. It is
an arrangement that associates a single service and products with more than one brand name
(Co-Branding, 2019). Apple Pay collaborate with MasterCard and teamed up with many major
credit card companies to expand their user base.
The most profitable brand of Apple Inc. has collaborative partnership with Cisco that
focuses on giving consumer a great experience by innovating various technologies. Foxconn
Technology Group also have partnership with iPhone and they are responsible for assembling
Apple's iPads, iPhones.
TASK 4
Organisations uses various brand measurement techniques to measure brand value, brand
awareness, consumer attitude, market share and purchasing intent.
13

Brand value
A brand can be considered intangible and it is difficult to understand and measure the
value it brings to the organisation. Brand value also known as brand equity (Turner and et.al.,
2017). It can be measure by various techniques:
Cost based brand valuation- The brand can be measure on the basis of its total cost that
include; promotion expenditure, licensing and registration cost, etc. It can be used when
organisation re-developing the old brand or whether new brand development. By using cost-
based valuation company requires evaluating the cost of brand and actual expenditure. For
example, Apple is measure as most valuable brand in the world for the seven straight year and its
brand value is 278.9 billion dollars in 2018 whereas Coca-Cola measured its brand value with 69
billion dollars and Google with 32 billion dollars in 2018.
Market based brand valuation- This method of valuation uses one or more techniques
by comparing various brands of organisation. It includes two method; price to earnings ratio
method and turnover multiple method (Urde, 2016). According to recent reports Apple heads the
world's most valuable brand in 2017 at 170 billion dollars.
Brand awareness
Brand awareness is the extent to which customers are familiar with the image and quality
of particular of services and products. Brand awareness is the ability of a potential customer to
recall or recognise the brand by product category. Customer knowledge of the services and
products is an important part of brand equity. It is essential for the organisation to measure and
manage brand awareness.
Branded keyword tracking- By this technique organisations can analyse that consumers
are aware of brand or not, it can be done by tracking regular keywords of brand. This is an
inexpensive, quick that can use to gain some insight of effectiveness of various marketing
initiatives (Brexendorf and Keller, 2017).
Website traffic differential tracking- By this method company track the traffic of
website. Google Analytical direct track the number of visitors who typed organisation URL into
their address bar. Monitoring this over a period will give company an indication of changes in
brand awareness. If consumers are searching for your product, services that is a good indication
of brand awareness. According to the below statistics average visitors measures 64% on Apple's
site (Traffic Overview, 2019).
14

Social mention and reviews- Social listening allows Apple to look upon what people
think about the brand. Measuring the awareness through social engagement give an idea that how
community reaching and giving feedbacks and reviews for the services and products. Apple
looks up on the comments and reviews of its potential customers that improve their service
quality, whereas various organisation like; Samsung do not invest that much in social mention
and reviews. Social mention and reviews measure as positive and healthy regarding iPhone
products.
Market share
Market share represents the percentage of an industry, which is earned by an organisation
in a specific time period (Davis, 2017). It represents the contribution of specific company in the
market which considers total sales of the organisation. Market share defines the overall
capability of firm with existence in the market. Market share shows overall performance of the
organisation in entire market. It shows reputation of the organisation in country at a big level.
Market share can be measure by calculating total revenue of the organisation and divide it to
company's total market share. For example; Tesco has 28.3% market share in the country in
compare to Tesco, Apple market share measures as 24.3% last year.
Customer attitude
It is the persons' belief about the feelings and their intention towards a business and to
determine the behaviour of the customers such that their needs (Elliott and et.al., 2015). There is
15
Illustration 3: Measurement of Website Traffic on Apple's site
(Source: Traffic Overview, 2019)

various technique which is used in order to measure the customers attitudes such as attitude
scale, semantic differential which is a scale that take rating from the customers to know about
behaviour or customers attitude.
To determine the customers taste, Apple uses some loyalty card and feedback charts
which helps a firm to identify users’ attitude. Many organisations are also using loyalty card for
determining consumer attitude such as; Samsung, One Plus, etc. Through this way, firm also
know about their own strength and weaknesses and also determine whether it will meet out the
needs of their customers or not (Evangeline and Ragel, 2016). Thus, to identify customers
attitude, it is quite necessary to use different scale which helps their attitude. Consumer attitude
is stronger towards Apple in comparison to another organisation.
Purchase Intent
Purchase Intent is the willingness of the consumer to buy a product or services. Purchase
intention is a dependent variable that depends on several external and internal factors. Some of
the factors such as Stimulus, outcomes expectation and aspirational values. In order to attract
customer preference towards the company product or services. Company needs to adopt some
measures and techniques in order to evaluate the actual effectiveness and goals.
Track and categorize: This is the first measure technique that helps to meet out the
company needs as well as customers. For example, Myntra attract their 85 % potential customers
by using these purchase intent techniques and Apple Inc. do customer surveys to categorise
customer preference and serve them accordingly. The purchase intent techniques help Apple to
measure purchasing behaviour as 78% consumers including their app. That also helps company
to track their customer interest goods.
Analyses social conversation: Quantity and Quality are two aspects of this point which
promote purchase intent. Such as social media sites talking about brands, that affect the brand
sales volume. When social posts and comments take some sentences or keywords like “Buy”,
“take my money”. Apple does social listening to measure purchase intent of its consumers.
CONCLUSION
The above study concluded that brand plays important role in organisation's profitability,
growth and in attaining consumer therefore Optimum Impression Ltd. focuses on 'Brand is
Power' and branding strategy is important as marketing tool that help company to gain
16

consumer's loyalty, build emotional connection that enhance the value of business. It was also
analysed that organisation can develop and grow brand equity by providing quality products and
services and by reinforcement and revitalising. It is important for the organisation to manage
brand over time. It was determined that Apple manage portfolio by Branded House strategy. To
develop and manage brand, Apple use Customer based brand equity model that focuses on
customer satisfaction with the products. It was analysed that Apple plays a good move by
leveraging its brand into smartphones and to being innovative organisation and stay on top
position in local and global market they collaborate with various companies. Different
techniques were determined for managing brand value by cost and market-based valuation and
measuring awareness by calculating traffic on the website.
17

REFERENCES
Books and Journals
Brexendorf, T.O. and Keller, K.L., 2017. Leveraging the corporate brand: the importance of
corporate brand innovativeness and brand architecture. European Journal of
Marketing. 51(9/10). pp.1530-1551.
Davis, M., 2017. The fundamentals of branding. Bloomsbury Publishing.
Elliott, R.H. and et.al., 2015. Strategic brand management. Oxford University Press, USA.
Evangeline, S.J. and Ragel, V.R., 2016. The role of consumer perceived fit in brand extension
acceptability. IUP Journal of Brand Management. 13(1). p.57.
Heding, T., Knudtzen, C.F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Hsu, L., Fournier, S. and Srinivasan, S., 2016. Brand architecture strategy and firm value: how
leveraging, separating, and distancing the corporate brand affects risk and
returns. Journal of the Academy of Marketing Science. 44(2). pp.261-280.
Kaiser, M.G., El Arbi, F. and Ahlemann, F., 2015. Successful project portfolio management
beyond project selection techniques: Understanding the role of structural
alignment. International Journal of Project Management. 33(1). pp.126-139.
Keller, K.L. and Brexendorf, T.O., 2017. Measuring brand equity. Handbuch Markenführung,
pp.1-32.
Keller, K.L., 2016. Reflections on customer-based brand equity: perspectives, progress, and
priorities. AMS review. 6(1-2). pp.1-16.
McCarthy, J., 2016. Partnership, collaborative planning and urban regeneration. Routledge.
Shah, P., 2015. Kill it or keep it?: The weak brand retain-or-discard decision in brand portfolio
management. Journal of Brand Management. 22(2). pp.154-172.
Smith, C., 2015. Portfolio Management. Wiley Encyclopedia of Management. pp.1-3.
Turner, K.M. And et.al., 2017. A collaborative partnership adaptation model. The power of
positive parenting: Transforming the lives of children, parents and communities using the
Triple P system. pp.310-320.
Urde, M., 2016. The brand core and its management over time. Journal of product & brand
management. 25(1). pp.26-42.
18

Online
Co-Branding. 2019. [Online]. Available Through: <http://altitudebranding.com/6-examples-
great-co-branding/>
Keller’s Brand equity Model – CBBE Model by Keller. 2019. [Online]. Available Through:
<https://www.marketing91.com/kellers-brand-equity-model/>
Managing Brand Hierarchy. 2019. [Online]. Available Through:
<https://www.12manage.com/forum.asp?TB=brand_management&S=4>
BCG Matrix (Growth Share Matrix). 2016 [Online]. Available Through:
<https://www.sanasecurities.com/how-use-bcg-matrix-make-better-investment-
decisions/>
Traffic Overview. 2019. [Online]. Available Through:
<https://www.similarweb.com/website/apple.com#pro>
19