Brand Management Strategies and Equity

This assignment delves into the complexities of managing luxury brands. It examines strategic approaches to build brand equity, emphasizing consumer engagement, positioning, and value creation. The analysis considers the unique characteristics of luxury markets and explores how brands leverage their assets to maintain a premium image and drive sustainable growth.

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance and significance of branding as a marketing technique......................................1
M1 Brands are managed successfully over the time of using models and concepts...................3
P2 Key components of brand strategy for managing and building brand equity........................4
M2 Apply validated and appropriate examples within an enterprise..........................................6
D1 Critical evaluation of understanding branding within an organisation ................................6
TASK 2............................................................................................................................................6
P3 Different strategies of brand equity, portfolio management and brand hierarchy.................6
M3 Critical analysis brand equity using accurate frameworks ..................................................9
D2 Critical evaluation ..............................................................................................................10
TASK 3..........................................................................................................................................10
P4 Brands are managed collaboratively and in partnership both at a global and domestic level
...................................................................................................................................................10
...................................................................................................................................................11
M4 Critical evaluation of using various tools used to extend brands and leverages................12
D3 Critical evaluation ..............................................................................................................12
TASK 4..........................................................................................................................................12
P5 Various types of tools for managing and measuring brand value .......................................12
M5 Critically evaluation of techniques and tools for measuring brand value..........................15
D4 Critical evaluation...............................................................................................................15
CONCLUSION ............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Brand refers to a term, name, sign, design and symbol which are supposed to identify the
services or goods of individual and group of sellers. Brand-management is identified as a tool of
marketing that deals with planning and analysis of target customers, brand image, perception and
positioning. For this, business organisation should keep better image among the clients in an
effective and efficient manner (Abrahams, 2016). It is also identified as a process of enhancing,
upholding and keeping a trade name so that the reputation of the company is connected with
positive outputs. This involves different number of essential aspects such as customer
satisfaction, cost, competition and in-store presentation.
This report is based on Coca-Cola which is the biggest-selling and most popular soft
drink in history. Main aim and objective of this organisation is to provide quality beverages
among customers. This project describes about importance of branding and key components of
brand strategy for building brand equity. Different strategies of brand equity, portfolio
management and brand hierarchy are also shown in this project. Along with that, ways will be
considered in which brands are being managed collaboratively, it is includes in this study.
Various types of tools or techniques for managing and measuring brand value which is also
determine in this study.
TASK 1
P1 Importance and significance of branding as a marketing technique
Branding: It is defined as a process of creating a unique image and name for a product in
the minds of customers. (Dessart, Veloutsou and Morgan-Thomas, 2015). In simple words,
branding is refers to marketing practices which make effective design, symbol or name that
differentiates and identifies a product from other goods.
Brand Equity: It is very essential and important part of the company success and development.
Coca-cola is a famous brand in all over the world. This creates mental structures and assists
consumers to organise their skills and knowledge regarding services and products of company
Role and Importance of branding in building a brand: There are some significance of
the branding for the each and every organisation to create a better name and image for a business
products in the consumer's mind. Those importance are describe as below:
 Deliver all necessary messages to customers clearly
1

 Create business credibility
 Connect the clients to the products and services
 It is also very helpful in order to motivate buyers.
There are also various importance and significance of branding as a tool of marketing are as
below:
Branding makes trust: It is identified as a process or activity which helps in creating
strong and long term trust among clients (Dinnie, 2015). Person like to buy effective and quality
products in front of organisation, so in this role of its to fulfil basic demands and needs of
customers for making the trust within the company. Coca-Cola gives innovative and unique
products which attract large number of clients for long duration.
Branding support advertising or promotion: For making a famous brand, it is essential
for the business to do promotion for particular products. This activity assists Coca-Cola in order
to introduce their all products and services to the customers. It can be used for making better
image of company and attract million customers towards them.
Branding enhances recognition: One of the main element of Brand is to refers its
“Logo” as it attract million customers instantly (Kelley, Sheehan and Jugenheimer, 2015). For
example: Respective firm precede its own brand strategy which assists in building long term
relation with customers. Their innovation contains diet coke, no sugar & calories and classic
products. They are advertising their all ranges with various features which affect the clients and
make them to purchase their beverages.
Brand gives stable asset: There are various ascertain when technologies might occurrence,
goods might let down but if the business entity is having better image of brand which help them
to reduce entire changes in an easy way. Company has been offering their all services and
products to customers for long period in comparison to its competitors who have state usually for
20 to 30 years.
There are different modifications when clients become confused between the product and
brand. Through both are not same, but there are various conditions when person view brand as
business's product. Some differences are as below:
Brand Product
It is often made by trust and belief of clients. It is usually created by the enterprise in a
2

factory.
In nature, it is unique. Challengers can copy goods.
Brand is nonphysical and gives values to target
customers.
Product is touchable and performs particular
business activities or functions.
Brand gets significant over time. Product are directly meaningful.
M1 Brands are managed successfully over the time of using models and concepts
Brand Equity are developed with the help of Keller’s Brand Equity Model in an effective
manner. A brand is one of the important and essential part of the business success and
development. In order to manage brand successfully, Coca-Cola use Keller's Brand equity model
because it helps in making a strong trade name. It includes four steps which are described as
follows:
(Source: Keller’s Brand Equity Model, 2018)
Brand equity: It is identify as a first phase which is essential for the business manager
because in this they create brand awareness and identity among customers.
Brand meaning: In this phase, Coca-Cola communicates and identifies brand meaning. It
is one of the essential step for the company to set unique name of the brand.
3
Illustration 1: Keller’s Brand Equity Model

Brand response: In this categories, response of the customers is main part which are
classified into feelings and judgements (Liu and et. al., 2015.). In order to managed brand,
business organisation should try to give quality and unique products at reasonable cost to their
customers.
Brand Resonance: It is also very essential and beneficial phase for the company to
maintain their brand successfully. In this, certain aspects are included such as behavioural
loyalty, attitudinal attachment, sense of community and active engagement.
P2 Key components of brand strategy for managing and building brand equity
Brand equity: It is refers to brand value in the marketplace that discovered by the
perception and experience of target customers. As per the Stroke, an organisation can easily
make maximum revenue and profits by strong recognition of brand in the eyes or mind of
potentials audiences. It is also contained as the qualitative evaluation that identifies the goodwill
and image of firm in the marketplace and customer's mind. It provides the top competitiveness
benefits to the company as comparison its rivals (Park and et. al., 2013). This idea comes into act
when the purchasing power of customers increases and they purchases products and services as
per the desires. It is specifically settle of Brand association, Loyalty, Awareness and perceived
quality. Coca-Cola always aims to create positive equity of brand among audience which defines
that customers are ceaselessly thinking regarding their brand.
The significance of positive Equity of Brands are as below:
 It assist in maximising the stock value of organisation.
 It enables the business to built positive and strong brand equity. With better image of Brans, an enterprise can pay maximum amount from the audience
for their unique beverages.
For example: Coca-Cola is a famous and popular brand that has identification from worldwide.
Their market presence is well known all across the globe. In-fact, large number of the person
consume beverages of company on regular basis which provides them strong loyalty among
customers. Further the respective company creates its positive image by providing No Sugar &
Calories goods and Diet Coke.
It is important for the company in order to known the various factors of all strategy and
analysis how they can be jointly used to increase entire impact of business on target audience
4

(Park and et. al., 2013). There are different strategies which help manager in order to built a
successful and strong brand which are described as below:
Brand Reinforcement Strategy: It is essential tool for the company to Maintain long-lasting
relationship with customers and achieve maximum sales or revenues. With the use of this
technique's company easily maintain their goodwill in marketplace and customer's mind. It
includes some strategies which are determined as below:
Public relation: If the business organisation is having famous and well-defined
objectives and target customers, it get uncomplicated for them to set up strong public relation.
Company establish “Coming Together Campaign”, it is mainly founded on topic “Entire calories
are numerable”. This topic build customers thinks to create a equilibrium between calories burn
and calories intake. They invited person to connect this movement via Announcement, mail in
societies.
Social Media: Respective firm also used such kind of technique in order to develop
cognizance among clients (Punjaisri and Wilson, 2011). With the help of this platform business
entity easily attract large number of the customers as well increase their sales or revenues. T
Digital Marketing: It is also essential tool which help the company in order to introduce
their new products and services in the customer's mind. With the use of this, Coca-Cola can
advertise their Public relation outputs and brand strategy.
There are different challenges which are emphasised by the company in order to maintain
its better and strong position of brand which are determined as below:
 Considering Brand as a business assets
 Owning compelling objectives and vision
 Developing and creating innovative categories which offers as obstacle for the
organization.
 Unrealistic Expectation or outlook.
Brand Revitalisation Strategy: It is also important and significant part of the company
development and growth. With the use of such kind tool business entity easily retain their long
term relationship with customers and attain competitive advantages. hey have used their own
Side such as Instagram, Twitter Page, Facebook where they sustenance on changing their
innovative goods and reviewing them.
5

M2 Apply validated and appropriate examples within an enterprise
“One Brand” marketing strategy of the Coca-Cola is launching in May, it includes some
aspects which are describe as below:
 Company promoting will characteristics the complete range of business variants as well
as communicates to clients the all choice present to them.
 Calorie, No sugar and lower Coca-Cola variants, all these are included by the company in
the last frame of product television advertising (Rosenbaum-Elliott, Percy and Pervan,
2015).
 With the use of innovative strategy, company use its Sponsorships which assist in
promoting its all products and services to the customers.
D1 Critical evaluation of understanding branding within an organisation
According to the Abrahams, (2015) Branding is very important and beneficial part of the
company development and progress. It is essential for the organisation to attract million number
of customers towards business products and services. It gives a competitive benefits, stable asset,
economic values and set expectation within an organisation.
On the other hand Dessart, (2016) Branding is refers to process which assist in making
long term and strong relation with customers. With the help of this company can easily attract
large number of clients as well as maximise its sales in an effective and efficient manner.
TASK 2
P3 Different strategies of brand equity, portfolio management and brand hierarchy
Brand management: It is refers to the process of planning and evaluating business
positioning and designing strong image of brand in marketplace and client's mind. It is based on
various corporeal points which assist to develop better and strong goodwill of company
including, logo, packaging, pricing etc. Coca-Cola is a well-defined and famous brand across the
globe. In this main role of manager is to handle their whole accounting resources effectively.
Brand equity management: It is identify as a tool of developing connection among the
emotional attachment of clients to business products which assist in building better hold in
rivalry market (Santos-Vijande, and et. al., 2013). Strong equity of brand can makes
organisation's goodwill, creating brand loyalty, recognition of trade name which will construct a
ascendant position in marketplace.
6

Portfolio management: This term refers as a art & science of creating effective decision about
investment mix, policy, distribution of asset for organisations and individuals. It is very
beneficial and valuable for the enterprise in order to identifying their weakness, threats,
opportunities and strengths in the part of national Vs International. So it is essential for the
company to maximise its revenues in few time.
Brand Portfolio Strategy: In regards to develop advanced turnover within lowest attainable risk
or uncertainty, there are few elements which are followed for impressive portfolio management
(Sarin, 2015). So it is valuable and important parts of business development and success. It
includes two aspects which are describe as below:
1. Active portfolios management strategy: It refers to the useful strategy which is adopt by
the manager of Coca-Cola in order to create maximum revenue and keep brand image in
client's mind and marketplace. It is implemented by the administrator who are capable to
evaluate market for the presences of incapability. It is used by the respective firm in
regards to enhancing their effectiveness and performance systematically.
2. Passive Portfolio strategy of management: It is essential for the business growth and
development. With the support of this tool company can attract large number of the
clients and maximise market share towards business products. In this fact an organisation
can gained more revenue from the few investment.
Brand Equity: It is referred from the goodwill and brand image recognition which assist the
business organisation in order to achieve maximum sales and profit. Main aim of Coca-Cola is to
analysis brand value in an effective and efficient manner. Brand equity of enterprise is planned at
$81.6 Billion in year 2013, which is growing the closet product brand. In his business entity use
CBBE model which help them in order to make strong relation with customers. It includes some
steps which are determined as below:
7

(Source: Keller’s Brand Equity Model, 2018)
Brand Identity: It is refers to first phase, in this requirement of company is to ensure
brand position in marketplace. Survey and research of market that should be organised in order
to understand regarding customers views and specific brand. With the help of this, company can
easily fulfil basic needs and wants of customers (Som and Blanckaert, 2015).
Brand meaning: It identifies as the position of business brand in customer's mind and its
challengers. It can transmit itself regarding the product features or quality of particular brand.
This will communicate all information and data regarding characteristics or expensiveness of
beverages affiliated by specific trade name.
Brand Response: It is identify as the opinions and views regarding particular brand
including, preferences, trust and feelings etc. All these factors are mainly based on features and
quality of Coca-Cola goods used by person. Positive feelings and views of brand includes self-
satisfaction, fun, security etc. to build it much effective among customers.
8
Illustration 2: Customer Based Brand Equity Model (CBBE)

Brand Resonance: It can be includes as a pyramid of strong brand which is not easy to
achieve. Essentially, it covers attitudinal attachment, behavioural loyalty, active engagement and
sense of community. So it is very essential and important for the company to attract large
number of customers towards beverages.
Branded houses: It is also valuable for the business manager to implement new strategies and
digitalisation in order to rise features and quality of brand. Coca-Cola and Pepsi are both are
essential brand in all over the world.
Houses of brand: Coca-Cola and Pepsi is a famous and well-defined brand in all over the globe
which includes certain brand hierarchies such as family brand, corporate branding etc.
Management Hierarchy of Coca-Cola: In the company, there are various number of workers are
work or function with each other. Motive of all employees is to attaining desired objectives and
targets of company in limited duration. In the organisation, there are various division who plays
an essential role growing revenues and sales of business (Torres and et. al., 2012).
Corporate Branding: It is refers as an effort of using a trade name or brand. It is very
important and essential part of the business organisation in order to develop strong brand
recognition as compare to other companies. There are few examples which are includes in this
such as Smartwater, Odwalla Juice and Honest Tea.
Family Brand: Coca-Cola offers various products and services for family effectively. In
the marketplace, there are million clients who seek out for different beverages which can fulfil
groups of persons like family, friends and another. So this type of change is availed by
organisation to attract million customers.
M3 Critical analysis brand equity using accurate frameworks
Brand equity is very important and essential part of the organisation success and growth.
Coca-Cola is a famous and popular brand in all very the country and have more capital to attract
large number of customers towards business beverages. Brand equity using accurate and better
framework in order to attract million number of clients as well as achieve maximum sales or
revenues of business entity (Urde, 2016). In this Customer Based Brand Equity Model (CBBE) is
beneficial and valuable for the company to attain their desired goals and objectives in limited
time period.
9

D2 Critical evaluation
According to the Dinnie, (2015) Brand equity help the manager in order to maintain
strong and long term relation with customers. With the assist of good brand, clients are easily
attracted towards Coke and other beverages.
On the other hand Kelley, (2014) effective brand help the company to achieve maximum
profit and revenue as well as attract different different number of clients in a quick way.
TASK 3
P4 Brands are managed collaboratively and in partnership both at a global and domestic level
There are two well-defined and popular brand named as Coca-Cola and Pepsi, bot are
famous across the globe. All those organisation are handled collaborative in domestic and
foreign level. All these are describe as below:
Brand Extension: Respective firm is one of the biggest beverage company and have their
history and past success in 19th Century. It is launched in 1886 by Colonel John Pemberton. In
1982 company creates its first brand enlargement later regarding a beingness century. They
produce different varieties and qualities in its beverages, they also offer flagship product with
born sugar and Diet Coke.(Vigneron and Johnson, 2017).
LINE EXTENSION: In order to advertise all products and services, company use tags lines,
banner, poster and slogans which includes” Just for the beverage taste of it” On the other hand
Pepsi also a biggest and famous brand in worldwide
CATAGORY AUGMENTATION : They also offer various kind of facilities and products to
their clients in order to attracting maximum number of clients. History of Pepsi is also old which
is important and valuable for capturing different number of market share.
Leverages: In this company use Brand leveraging strategy in order to enlarge product
class and assist a business entities into an innovative product category. It is very essential and
beneficial for the enterprise to introduce their new products and services in the marketplace as
well as customer's mind in an effective and efficient manner.
10

Illustration 3: Brand leveraging of company
(Source: Brand leveraging of company, 2017)
Strategies and approaches of brand Extension: It is refers as a best approach of determining the
brand equity and value by introduction new categories of products. It is beneficial for the
organisation to decrease awareness of the goods. There are certain methods of extending image
of company in national and international level. Respective firm use Ansoff's Matrix which assist
the manager in order to analysis taste and requirement of Domestic and foreign customers. It is
essential for the business to find out latest trend in marketplace (Vivek, Beatty and Morgan,
2012.). So this process is done, they expanding their business operation and activities in
worldwide. These types of strategy covers four essential parts which are describe as below:
11

Illustration 4: Ansoff's Growth share matrix
(Source: Ansoff's Growth share matrix of Coca-Cola, 2017)
Market Penetration: Main aim of company is applying this strategy is to enlarging their
business operations at national and international level. In this business maximise their sales and
revenues of beverage in available location of company.
Product development: In this strategy business entity introduce their new products and
services in marketplace. In regards to enlarge bran, company use product development approach
which was established by Cherry Coke in 1985. Coca-Cola has started to organising other
flavoured products such as Lime, Lemon, Vanilla and other beverages.
Market development: In this part, company should analysis attractive location and new
audience for a available beverage. Respective organisation is classical and best example which
was founded by Cole Zero in 2005.
Diversification: In contains classification of entire beverages in new class. In this Coca-
Cola spend $4.1 billion to become Glaceau like its all healthy beverages i.e. Vitaminwater.
Unrelated classification is contain as the element of future new products in innovative place.
M4 Critical evaluation of using various tools used to extend brands and leverages
In the marketplace, there are various tools and technique's which is used by the business
manager in order to expand their operational and activities in national and international level. In
this Coca-Cola use Ansoff's Growth share matrix which help in order to increase sales and
attract million number of customers towards different categories of beverages.
12

D3 Critical evaluation
According to the Vivek, (2016) Ansoff's Growth share matrix is help the business
organisation in order to enlarge their business activities and operation in different field. It is also
supported company to increase their sales and revenues in specific time period.
On the other hand Wallace, (2017) In order to develop their all activities and strategies
business entity apply various tools which assist them to attract million number of clients towards
beverages.
TASK 4
P5 Various types of tools for managing and measuring brand value
Brand value is identify as an important and vital aspect of business development and
success. In order to analysing brand value there are various kinds of techniques which are used
by both organisation are as below:
1. Quantitative tools: It is one of the important technique of measuring brand value in an
essential and effective manner. In this technique research use some statics data and
figurer which help them to easily analysis clients requirements. Further are are
understand about customers need, they provide quality goods at reasonable price to them.
2. Qualitative tools: It is another important and beneficial tool for the organisation in order
to maintain their brand in competitive marketplace. In this manager conduct research
when they identify needs and wants of the customer regarding business products and
services.
3. Comparative technique's: It is another essential technique which is important for the
manger to identify reaction and behaviour of audience. With the help of this tool business
entity easily maintain long-lasting relationship with their customers in an appropriate
manner.
In order to handling as well as calculating brand value of company they use some process which
are describe as below:
1. Clarify Brand value perspectives: It is a prime steps which is essential for the
organisation to clarify their trade name. It is diversified into two different categories like
Softer and hard line perspectives.
13

2. Determine Brand value research goals and objectives: It is next process which help
business to analysis their research goals. It assist the company to accomplish desire
targets effectively (Wallace, Buil and de Chernatony, 2014).
3. Understand customers attitudes towards business brand: In this company organise
research program in order to identifying clients preferences, attitudes and behaviours
about brand.
4. Identify element of brand value: In regards to promoting services and products of
business, they follow various tools such as public relation, sponsorships, effective
packaging, advertisement etc. With the use of all technique's business easily attract
million number of clients towards beverages.
5. Evaluate Perceived brand classification: In this business entity should analysis the
experience and perception of clients towards brand. In during the investigation, Coca-
Cola and Pepsi easily analysis their brand value in marketplace. Company has various
competitors in market such as Dr Pepper, Mountain, etc.
6. Take Qualitative and Quantitative approach to gathering information: All these are
important for the Coca-Cola and Pepsi to analysis all information regarding clients needs
and wants (Zaglia, 2013).
Brand Equity Audit and tracking tools: Coca-Cola is a popular business across the globe. In
order to analysis threats, opportunities, weakness and strengths company follows SWOT
technique's which are describe as below:
Strength Weakness
 Coca-Cola is a famous brand across the
globe in forms of its brand value which
is approx $77,839 billion.
 Strong promoting, marketing and
advertising technique's.
 Negative publicity and promotion of
products.
 Portfolio of products is undiversified.
Threats Opportunities
 Indirect competitors of respective firm.
 Water bottle is main threats of
company.
 Developing and Creating in national
level.
 Classification in the healthy and food
14

 Legislations and legal regulation of
government.
business.
 Packages drinking water.
Coca-Cola and Pepsi both are famous and popular brand in all over the world which are
identifies as below:
Coca-Cola Pepsi
It is a well known and famous brand across the
globe. Divers and modern methods of
marketing are use by respective organisation
for advertise its beverage and to capture
maximum share of market.
There are different approaches which are
used by company are as below:
Free association: By doing this, an
organisation do their all efforts to report the
possible union of a popular brand think by
clients during buy of soft drinks.
Brand Awareness: In this aspects, all efforts
are completed by administration in order to
develop positive image or brand in customer's
mind.
Rank of the Pepsi in all over the world is 10th.
There are different competitors of Pepsi in the
marketplace. In this team of marketing who do
entire efforts as well as manage all problems in
an effective and efficient manner.
There are some technique's and tools which
are used by business are as below:
Brand based Comparative method: In this
aspects, response of customers regarding
innovative products offering is assessed.
M5 Critically evaluation of techniques and tools for measuring brand value
In order to measure brand values business entity apply an effective process which help
them in analysing the customer needs and wants towards specific products and services. Coca-
Cola is a well-defined and famous brand which has different technique's such as promotion,
advertisement and other essential tool to attract large number of clients towards beverages
(Zarantonello and Pauwels-Delassus, 2015).
15

D4 Critical evaluation
According to the Urde, (2013) Process is very essential and important for the company to
easily measure needs and demands of the customers. In this they use qualitative and quantitative
approach because both are beneficial for providing accurate information.
On the other hand Vigneron, (2013)qualitative and quantitative approach are useful for
analysing the market trends and customers demands about business products and services.
CONCLUSION
As per the above mentioned report, it can be concluded that brand is very important and
main part of the company success. In this business use different tools and technique's of
marketing such as promotion, advertisement etc. all these are essential for attracting million
number of clients towards business products and services. Portfolio management, Brand
Portfolio Strategy, Brand Equity, these are important so in this company use Customer based
brand equity model. In order to expand their business operations and activities they use Ansoff
matrix because it help in developing its all products in marketplace.
16

REFERENCES
Books and Journals
Abrahams, D. 2016. Brand risk: adding risk literacy to brand management. CRC Press.
Dessart, L., Veloutsou, C. and Morgan-Thomas, A., 2015. Consumer engagement in online
brand communities: a social media perspective. Journal of Product & Brand
Management. 24(1). pp.28-42.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Kelley, L., Sheehan, K. and Jugenheimer, D. W., 2015. Advertising media planning: a brand
management approach. Routledge.
Liu, G. and et. al., 2015. The role of internal branding in nonprofit brand management: An
empirical investigation. Nonprofit and Voluntary Sector Quarterly. 44(2). pp.319-339.
Park, C. W., and et. al., 2013. The role of brand logos in firm performance. Journal of Business
Research. 66(2). pp.180-187.
Punjaisri, K. and Wilson, A., 2011. Internal branding process: key mechanisms, outcomes and
moderating factors. European Journal of Marketing. 45(9/10). pp.1521-1537.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
Santos-Vijande, M. L., and et. al., 2013. The brand management system and service firm
competitiveness. Journal of Business Research. 66(2), pp.148-157.
Sarin, S., 2015. Strategic brand management for B2B markets: a road map for organizational
transformation. SAGE Publications India.
Som, A. and Blanckaert, C., 2015. The Road To Luxury: The Evolution, Markets and Strategies
of Luxury Brand Management. John Wiley & Sons.
Som, A. and Blanckaert, C., 2015. The Road To Luxury: The Evolution, Markets and Strategies
of Luxury Brand Management. John Wiley & Sons.
Torres, A., and et. al., 2012. Generating global brand equity through corporate social
responsibility to key stakeholders. International Journal of Research in Marketing.
29(1). pp.13-24.
Urde, M., 2016. The brand core and its management over time. Journal of product & brand
management. 25(1). pp.26-42.
Vigneron, F. and Johnson, L. W., 2017. Measuring perceptions of brand luxury. In Advances in
Luxury Brand Management. pp. 199-234. Palgrave Macmillan, Cham.
Vivek, S. D., Beatty, S. E. and Morgan, R. M., 2012. Customer engagement: Exploring customer
relationships beyond purchase. Journal of Marketing Theory and Practice. 20(2).
pp.122-146.
Wallace, E., Buil, I. and de Chernatony, L., 2014. Consumer engagement with self-expressive
brands: brand love and WOM outcomes. Journal of Product & Brand Management.
23(1). pp.33-42.
Zaglia, M. E., 2013. Brand communities embedded in social networks. Journal of business
research. 66(2). pp.216-223.
Zarantonello, L. and Pauwels-Delassus, V., 2015. The handbook of brand management scales.
Routledge.

Online
CBBE Model of Brand equity. 2018. [Online]. Available
through:<https://www.mindtools.com/pages/article/keller-brand-equity-model.htm>.
Ansoff's Growth share matrix of Coca-Cola. 2018. [Online]. Available
through:<https://themarketingagenda.com/2015/03/28/coca-cola-ansoff-matrix/>.
Brand leveragability of company. 2015. [Online]. Available
through:<https://www.scribd.com/doc/36489650/Airtel-Brand-Equity-Measurement>.