Brand Management: Strategies for Success

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Discuss the value of branding as a marketing tool and how it emerge in business practices
of organisations...........................................................................................................................1
P2 Evaluate the components of brand strategy to manage and sustain a successful brand equity
.....................................................................................................................................................3
TASK 2............................................................................................................................................4
P3 Mention various strategies of brand equity management, portfolio management and brand
hierarchy .....................................................................................................................................4
TASK 3............................................................................................................................................6
P4 Analyse different ways by which brands are managed in collaboration and partnership at
both global and domestic level....................................................................................................6
TASK 4............................................................................................................................................7
P5 Identify and evaluate various tactics for measurement and management of brand value
including organisational examples..............................................................................................7
CONCLUSION ...............................................................................................................................8
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management is a function of marketing where multiple techniques and tools are
used by a business firm so that market value of product or brand can be increased. High brand
value allows a company in retaining their customers for maximum time so that high revenues
and profits can be earned. Management of brand assists in building loyal customers for a
company (Balmer, 2012). This report is written in relation to John Lewis which is a Britain based
multinational retailer which offers cloths, jewellery, financial and food services, furnitures,
watches and some other services to their customers. This company is established in 1929 and
headquartered in England, UK. This assignment will cover about importance of branding in
business success and different measures to manage brand equity. Also, various strategies
associated with brand hierarchy, equity and portfolio management are discussed. Other than this,
various ways to manage a brand at national and internal level is discussed along with techniques
to measure & manage brand.
TASK 1
P1 Discuss the value of branding as a marketing tool and how it emerge in business practices of
organisations
Branding is defined as the technique that assists a business firm in advertising, promoting
and popularizing the services or products offered by them. With the help of branding, products
and services of a company can be distinguished by offerings of other companies. Branding have
multiple touch points which appeals the customers to remember the products of a brand with the
help of logo, signatures, design or any symbol. Due to these elements, it became easy for
customers to identify the commodities of a firm and this results in more sales and customer base
for the company (Christiaans, 2012). John Lewis can use branding to distinguish itself from
competitors so that unique and innovative products of company can be easily recognized by
customers. It will benefits the company in achieving their sales target in timely manner. In order
to perform branding, below mentioned requirements must be fulfilled:
 Brand name must be appropriate and easy to remember so that customers can identify
brand of John Lewis out of multiple brands.
 Brand logo of company needs to be specific. It will help the customers in remembering it
for longer time period.
1