Importance of Branding as a Marketing Tool

This report discusses the importance of branding as a marketing tool for AStraZeneca Company. It explores how branding improves brand recognition, customer trust, profitability, and attracts new customers. The report also highlights key components of successful brand strategy and strategies for portfolio management, brand equity management, and brand hierarchy.

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION.................................................................................................................................3
LO1.......................................................................................................................................................3
P1. Importance of branding as a marketing tool................................................................................3
P2. Key components of successful brand strategy.............................................................................6
LO2.......................................................................................................................................................8
P3. Strategies of portfolio management, brand equity management and brand hierarchy..................8
LO3.....................................................................................................................................................11
P4. Brand leverage...........................................................................................................................11
LO4.....................................................................................................................................................12
P5. Different techniques of measuring and managing brand value..................................................12
CONCLUSION...................................................................................................................................14
REFERENCES....................................................................................................................................16

INTRODUCTION
Brand management is defined as managing the brand value in front of the potential
customers all across the globe. Brand management more about to monitor and control the
value of brand in front of potential customers in market. This report is based on the case
study of AStraZeneca Company in respect to its brand management practices. Company has
been engaged selling pharmaceutical products. Company is serving its operations across the
globe. Headquarter of the company is located in Cambrige, United Kingdom. This report
would overlook the brand management practices associated with the AStraZeneca Company.
Henceforth, report would emphasis on what are the importance brand create in company as a
marketing tool. Key components related to the successful brand strategy would also evaluate
in this report. Strategies related to portfolio management, brand hierarchy and brand equity
management would also discuss in this report. Furthermore, report would provide a brief
overview over how brands are managed collaboratively and in partnership with both domestic
and global level. Various techniques to measure the brand value would also discuss in this
report.
LO1
P1. Importance of branding as a marketing tool
Branding is defined as enhancing the value of brand in front of the potential
customers. Marketing is also about to promote company’s products in front of the potential
customers all across the globe. The brief overview of both the concepts interpret that both are
highly connected with each other. Following are the points project that how branding is
important as a marketing tool for company.
Improve brand recognition: Channelizing branding as a marketing tool allows management
to represent organisation in all its marketing practices in such a way that company could
influences the entire market from its branding strategies. Brand recognition is defined as how
the brand is recognised in market. Using branding allows company to convey the brand value
in all the marketing advertisements run by company (Heine and et.al., 2018). This is the key
advantages company get to deliver by channelizing branding as a marketing tool that the
recognition of brand in market in front of potential customers gets increases. Brand
recognition allows company to convey the product details to such individuals in society also
who are not currently a customers of company.

Improve customer trust: Utilisation of branding as a marketing tool allows the organisation
to improve the trust factor of potential customers associated with the AStraZeneca Company.
Branding has supported the management in establishing trust factor between company and
management. Improving the trsut of customers allows company to motivate the potential
buyers to continuously buy company’s products (DiMartino and Jessen, 2016). In the buying
decision customer make trust is also the key driver that guides management to buy
company’s products. AStraZeneca Company has always utilised branding in all its marketing
campaign which has supported company in establishing a strong trust factor between
customers and company.
Modify identity of company: Branding guides the company in modifying the brand identify
in market. Utilising branding as a marketing tool allows company to improve its brand value.
Brand identity is the perspective of customers towards the company (Veljković and
Kaličanin, 2016). AStraZeneca Company has given huge emphasis to utilise branding as a
marketing tool which supported the organisation in modifying its identity in context to the
current and future needs and demands.
Improve profitability: Profitability consider as among the primary objectives of
AStraZeneca Company behind channelizing all different business operations. Using branding
as a marketing tool allows the organisation to enhance the profitability of company. This
approach of conducting marketing and promotional activity of company supports the
organisation to attract new potential customers to buy the pharmaceutical products offer by
AStraZeneca Company. This can be stated as the key advantage associated with the branding
as a marketing tool.
Attracts new customers: Using branding as a marketing tool allow the company to attract
new potential buyers towards purchasing company’s products. Branding involve in marketing
campaign makes the campaign more diversified and wide in respect to serving information
related to company. It also involves providing the moral values brand consist up with to the
potential level of customers in market (Moretta Tartaglione and et.al., 2019). This is the
significant advantages branding serve to company when it is utilises as the marketing tool.
Attracting new potential customers is the ultimate objective behind the marketing campaigns
of company along with sustaining the existing customers of company. Pharmaciutical sector
is immensely derpends upon hiow the branding is done by the company.

Project the values of brand: Channelling branding as a marketing tool cater many
advantages to the company. This support the organisation in projecting its brand value in
front of all the potential customers’ base with the support of its marketing campaigns. Brand
values are the fundamentals behind the business operations of company. Utilising branding in
all the marketing campaigns of company allow organisation to convey the values and ethics
behind the business operations undertaken by organisation in market. Company project its
brand value in all its marjketing campaign that drives the buying decision of customers in
respect to procure variious medicines.
The above mentioned points have projected about the significance behind the
branding use as a marketing tool. This improves the business outcomes of organisation on a
direct basis. The biggest advantages company entertain is that it allows company to achieve
the high level of customer trust in market towards the brand.
Aakar Brand Equity Model
Aakar Brand equity model comprises witgh five different components that can be
stated in the following points.
Brand Loyalty: Brand loyalty is the first component involve in Aakar Brand Equity Model.
Bramd loyalty is an element associated with the existing customers of AStraZeneca
Company. In process of Brand Management company aims to improve the brand loyalty of
all existing customers of company all across the globe. IN the medical field branding play a
key role and influence significamntly the buying decision of customers in regards to the
medicines and tablets offer by company.
Brand Awareness: Brand equity is also about to improve the brand awareness in market.
This is all about making non existing customers of company aware about the products and
services company offers. In all campaign company launches under brand management try to
make people aware in respect to different pharmeciuituical products and services company
offer. Future plans of company are also reflected in this process.
Perceived Quality: Perceived quality is a good element associated with the brand
management practice of company. Company also represent that what are the quality
measueres company take to ensure the effective product management. ON the basis of the
quality standards company has set all products of company are produced and developed. In

the production of medicines quality matters the most. Customers do not want to takle any
kind of risk in order to cure the patient.
Brand Association: What are different associations are also a part of brand denoted in this
area. Brand management is all about making potential customers world wide aware in respect
to products and services company offer. IN such a process of spreading brand awareness
company also highlight the brand associated.
Other Proprietary: Other properties is about to denote the intelectual property right
associated with the company. IN such a process all the patent and copy rights are a part of
company are denoted in all its marketying and promotional campaigns.
P2. Key components of successful brand strategy
Components of brand strategy are denoted as al such factors that can support the
success of the branding strategies of company. These components indicate about various
elements involve in company’s branding. All such key components that can support the
branding strategies success in respect to the AStraZeneca Company can be projected in the
following points.
Public relations: Public relation is one of the most significant elements involve in successful
brand strategy. An effective and impactful branding strategy allows company to establish a
strong public relationship with all different stakeholders associated with the company
(Nguyen, Melewar and Hemsley-Brown, 2019). Branding drives the organisation in
strengthening the relationship of the company with all different stakeholders associated with
various functional area of company. Public relation provides ease to the company in
channelizing various business operations. With the support of brand awareness and brand
loyalty involve in Aakar Model company establish public relation. Public relatiobns of
company motivate the customers towards buying the medicvines offer by company.
Social media branding: Social media is another key component associated with an effective
branding strategy. Social media network has been such wide that it eventually becomes part
of every single functional area of company. Social media branding allow company to
entertain all those people all across the globe who are aggressively active over different social
media platforms. This component involve in brand management program of company allow
the organisation to enhance the reach of company’s marketing activities (Ströbel and
Germelmann, 2020). AStraZeneca Company utilise the social media platforms in conducting
all different operations like marketing, branding, selling, public relation and may other

functional activities. Specifically in case of young generation this tactics achieve immense
success for the company in context to its branding campaigns. Young people search
medicines before they buy over internet. Socila media bramnding support the company in
spreading brand awareness and strengthen brand loyalty in respect to company that is also
denoted in Aakar Brand Equity Model.
Emotions of customers: Emotional segment is another key component part of successful
brand management strategy. Customer emotions are a very powerful tool which company can
use to drive its branding strategies. Company can guide the strategies in the direction where
strategies also comprises with the emotional side of customers that can allow them to buy the
products offer by AStraZeneca Company based on the emotional judgements (Erkollar and
Oberer, 2016). Different tools like slogan, status and other tool company use to trigger the
emotional intelligence of people. AStraZeneca Company has also featured the customers in
some of its marketing campaigns which has also driven the company towards motivating
customers towards buy company’s products. All these approaches have supported the
organisation in enhancing the brand value of company. Emotions of customerrs helps in
establishing brand loyalty and brand awareness in front of the potential customers available
in market for AStraZeneca Company.
Brand Loyalty: Management of AStraZeneca Company also channelizes brand value as the
key component in all its branding strategies. Company try to improve the brand loyalty of all
existing customers associated with the company. Brand loyalty allows the organisation to
sustain customers for longer period of time. Brand loyalty allows company to meet all
different objectives behind the business functions. It make the strategies more successful in
favour of the organisation. Brand loyalty drives the buying decision of customers in favour of
the organisation.
Values of company: Moral and ethical values of a brand is another strong element that
management utilises in all different brand management strategies of company. Moral and
ethical values always create trust between brand and its customers. All business operations
are planned and monitored based on the ethical values of the business (Khosiev and et.al.,
2019). Moral and ethical values are the believes on which company stick in order to conduct
all different business operations. In brand management operation also company try to use its
moral and ethical values that can improve the trust of potential customers towards buying
company’s products.

Employee’s involvement: Employees involvement in brand management enhances the brand
values of the company. This is another effective component company use to achieve the high
level of brand value in market. Employee involvement in branding campaigns will allow
company to achieve all growth and business objectives of company. This also makes the
branding of company more convenient for the company. Employees are also the consumer of
company in regrads to buyuing the medicines and different orther pharmaciutical products
and inviolvement of employees drives the company to create an impactfuil; brandimng
campaign that can attract the buying decision of customers.
The above mentioned points projects about all the key components involve in
branding of company. All these factors can enhance the brand value of company in target
market. They will also support company in achieving the higher growth potential in market.
LO2
P3. Strategies of portfolio management, brand equity management and brand hierarchy
Strategies are the tactics that can be used to achieve all different objectives of
business. AStraZeneca Company is one of the key player in the pharmaceutical sector and
efficient strategies used by company is probably the key reason behind the growth and
success of company. Brand management function is segregated into different features that
portfolio management, brand equity management and brand hierarchy. All these components
allow company to achieve the higher values and position in the market in term of business
and profitability.
Strategies of Portfolio Management
Portfolio management can be achieved with the guidance of the following strategies.
Strategic asset allocation: Strategic asset allocation is one of the key strategic choice
company adopt to conduct portfolio management operation. Strategic asset allocation is all
about utilisation of the company’s assets in the strategic manner so that best level of
utilisation of assets of company can be addressed. It is also the prime responsibility of the
company to channelize the optimum level of asset utilisation which can only be delivered
with the support of strategic asset allocation technique (Brooks and Anumudu, 2016).
Financial resources are also limited in nature which also create extra pressure over the

management of AStraZeneca Company to ensure proper utility of company’s resources so
that all objectives of company’s business functions can be meet.
Risk management: Risk management is a crucial strategic choice associated with the
portfolio management of company. Risk management is all about managing the financial risk
involve in every operation company undertake as a part of business operation. Under risk
management company take precautionary measures against the risk involve in the operations
so that losses of company can be restricted in a certain limit (Schmidt and Redler, 2018).
Profitability is a key part of portfolio management of company and this operations allow the
company to enhance the profits of company and so on the achieving the best level of portfolio
management in favour of the organisation. Company also engaged in researching over
different disease that can be cured with the support of posible treatment. All this is a risky
process as there is not any assurance of getting the right treatment against the disease with the
support of research.
Active management: Active management is another crucial strategic channelizes in
AStraZeneca Company as a part of the portfolio management operations. Active
management is all about managing all operations and resources of company actively so that
high returns against the business functions can generate by company. This becomes essential
for the company to implement all strategies related to operation management in such a way
that proper work management can be implemented in operations. Active management foster
the operations of company which further enhances the profit making opportunities for
company.
The above mentioned strategies are the key strategic choices available for the
AStraZeneca Company for its portfolio management operation part of brand management.
Strategies of Brand Equity Management
Brand equity management is defined as establishing high brand equity of company in
target market. Brand equity is a part of brand management function which involves
conveying aspects associated with brand to all potential customers’ part of the target market
of company.
CBBE Model of Brand Equityb Management
Keller Model of customer based brand equity would be utilise in this part.

Brand identity: IN this stage what is the brand identity of company is denoted. What are the
key areas taht denote the presence of brand in market. AStraZeneca Company is welll known
for its lavish image. This is considered as the identity of company.
Brand meaning: Company denote in all its marketing campaign what is brand means for.
What are the values of company and beliefs that create a brand meaning. The company is
brand that can be denoted as the meaning of the company.
Brand response: AStraZeneca Company respond to all economic class and categiory
customer segment as tablets offer by company consume by all types of people. Brand
response denoted that to whom company aims to approach for selling its products.
Brand resonance: Company has been associated with the pharmaceutical products. The
resonance of organisation is denoted to all economic class peoples all across the globe.
Build awareness: Brand awareness is a part of brand equity management operations of
company. Brand awareness is basically a simple concept that involves spreading the
awareness about the products of company, values and beliefs of company and different other
types of information associated with the company in the market (Mills, Pitt and Ferguson,
2019). This is about to make customers aware in respect to the products of AStraZeneca
Company, services company offer to its customers and different other features that makes the
company capable of enhancing the customer experience.
Improve customer relationship: Brand equity management is also about to improving the
customer relationship with the organisation. This is a crucial element associated with the
equity management. Enhancement of customer relationship allows the company to increase
the profit making opportunities in favour of the organisation.
The above mentioned strategic choices are available with the AStraZeneca Company
as a part of brand equity management function of company.
Strategies of Brand Hierarchy
Brand hierarch is a process that involves establishing a proper hierarchy that can
support the business outcomes targeted by company. It is a simple component across the
business product revealing brand components’ explicit ordering.

Use simple names: This is the most common strategic choice available with the company as
a part of brand hierarchy. Using simple names make the name more memorable for the
potential customers of company (Yanenko, 2016). If the name of company more easy to
remember than customers in the market get to connect with company easily. AStraZeneca
Company has also considered this aspect while making up name of company. This allows
customers to easily remember the name of company.
Run informational ads: Company can also channelizes information based advertisements to
enhance the potential of brand management campaign. To improve the brand hierarchy
company can channelizes information based advisements that can provide the best level of
business opportunities to company.
All the above points are indicated as the approaches and strategies con support the
effective brand management of company. All the strategies can deliver the best business
outcomes for the company. It becomes important for the company to achieve the best level of
brand value in market to achieve all business targets precisely.
LO3
P4. Brand leverage
Brand leverage is a process where two brands or companies come together to achieve
the individual objectives of business. Brand leverage can further be discussed in the
following points.
Brand extension and leverage
Brand extension is all about enhancing the potential capability of organisation in order
to earn profits and business outcomes. Different techniques that can be used by company in
order to conduct brand extension process. All the brand leverage is conducted with support of
company's strengths like high brand value, market presence, effective resources and
associated strengths of company. Weaknesses of company like low persistance in market and
other associatde weaknesses are also considered while conducting the brand extension and
leverage.
Brand collaboration: AStraZeneca Company can collaborate with other brands part of the
pharmaceutical sector. This involves making strategic alliances with other competitors

associated with the pharmaceutical sector (Kernstock and Powell, 2018). Collaborations are
formed under this strategy on the basis of market performance of other brand, profitability,
sales records, growth rate and different other elements that can ensure the AStraZeneca
Company to enhance the growth rate of company in the market. This strategy would also
support company to expand the existing customer base of company so that more growth
opportunities can be developed and created.
Partnership: Brand extension also achieve with the support of partnership. This is another
crucial strategic option that supports the organisation in enhancing the growth of company.
The partnership is occurred between two same size and scale of organisation. On the basis of
the growth and convenience in business operations partnerships can be formed between
brands. In order to cut the market competition AStraZeneca Company management can build
strategic partnership with other brands. This strategy would also support the growth of
company in the existing dealing market.
The above mentioned strategic choices are available with the AStraZeneca Company
management in order to enhance the growth rate of company. Brand extension is a strategic
step which requires quality research over market, competitors and various other elements.
AStraZeneca Company must conduct the precise research over other brands involve in
partnership and collaborations before taking any step forward to perform the brand extension
process.
Brand reinforcement strategies
Brand reinforcement is all about boosting the brand value of company. Over the
period of time company requires to reinforce its existing brand value so that more growth
opportunities can be developed. Following are the tactics that can use by company to
reinforce the brand value of company.
Global branding: Company can conduct global branding to reinforce the brand value. This
involve channelizing precise marketing campaign so that reinforcement can be channelising
by company. Reinforcement is all about representing the brand in new and dynamic way.
Global branding would allow the company to create different perspectives of customers
towards the company. Global branding is a technique that most of the companies use to
conduct the reinforcement strategy. This would also support the organisation in expanding
the market for the AStraZeneca Company at global level. Company operate its business at

global level of branding in context to global level allow company to sale its pharmaceutical
products world wide conviniently.
Positioning: Positioning play an important role in the success of company. Positioning is all
about position the products of company in front of the target customers (Liu and et.al., 2018).
In recent time the awareness towards the environment protection has improved which also
motivated the customers all across the globe to improve the use of medicines. In order to
reinforce the brand value company can effectively use this strategic choice.
Innovation: AStraZeneca Company has always been involved in innovation. This approach
of company has also supported the organisation in reinforcing the brand value of company
from time to time. Innovation allowed company to sustain product development in the
effective manner. Innovation also guide the company in producing the best level of medicines
that can cure diseases.
The above-mentioned strategic choices allow company to improve its market
presence. Company can reinforce its sales objectives and targets and also to achieve the bets
level of growth potential in market. All the points mentioned above can allow AstraZeneca to
achieve he best level of market presence in the pharmaceutical sector.
LO4
P5. Different techniques of measuring and managing brand value
Measurement and management of brand value is very necessary task to the top-level
management of a company (Zenker and Braun, 2017). In this situation, top-level management
at AstraZeneca also have to take quick and productive action towards finding appropriate
techniques of managing and measuring own brand value in market place. However, the
AstraZeneca already has an effective brand reputation in market place, because it never
compromises with the quality of its medicines. But this company still need to measure and
manage effectiveness of its brand for more and more increasing its brand value in market
place. Some key techniques have been discussed below which can support to AstraZeneca to
be managed and measured own brand value.
Brand value
Analysing of current brand value is one of key techniques or methods to different
ventures and organisations for systematically measuring and managing their brand value in

market place. Basically, AstraZeneca should also adopt and use this method, because when
company use this method, then it will be aware about its existing brand value in market place.
This method will inform company about, how many people like to buy products and services
through AstraZeneca, and it will be also known about its brand reputation in market place. In
this situation, after using this method if top-level management know that, lots of people in
market place take interest in investing fund for the business of AstraZeneca, then it can
simply measure that, it has great brand value in market place. On the other hand, if company
will know that, people don’t like to invest in buying company’s medicines in market place,
then it can be simply measure that, it still need to improve its business strategies for in
influencing people or customers to buy its medicines to be managed own brand value (Brooks
and Anumudu, 2016). That’s why analysis of brand value is very appropriate method in the
terms of measuring and managing own brand value in market place.
Brand awareness
Brand awareness is another key technique to AstraZeneca, in which by using this
method, the company can simply measure and manage its brand value in different segments
of market. According to this method, AstraZeneca have to conduct market research for
knowing effectiveness of its brand. The company should collect some productive data which
supports it for measuring and managing brand. For example; the company can use social
media platforms in this modern world for knowing how many people are aware about
AstraZeneca. Basically, currently this business can account or handles on various social
media platforms, like; Twitter, Facebook and Instagram, so that it can simply know how
many people know about various medicines in market by seeing number of its followers,
comments and likes on these platforms. This data will help to company to be measured and
managed its brand value according to brand awareness. On the other side, the company check
number of visitors on its official website also to know that, how many people are aware about
brand in market place, and then it should manage its brand accordingly. If company has
measured that, very less people aware about its brand, then it should boost its marketing and
promotional activities to informing people about its various exclusive and productive
medicines in market place.
Market share
Market share is a very productive method for company to effectively measure and
manage its brand value at the international level. According to this method, top-level

management of AstraZeneca have to check its market share in the international
pharmaceutical industry (Moghimi, 2016). After selling maximum unites medicines in
international market, the AstraZeneca has gained very large market share in global
pharmaceutical industry. So that, this market share technique helps to company’s top-level
management in measuring that, currently the brand of AstraZeneca is completely managed,
and this reputation of brand is increasing day to day in market place. After seeing maximum
number of sold medicines, the management of company can simply measure that, currently
AstraZeneca is very reputed and managed brand value in various market segments.
Consumer attitude
According to consumer attitude technique, the company should be focused on
knowing the consumer attitude in market place. However, most currently customers or people
has very positive perception for AstraZeneca. Many people like company because of its
effective medicines which provides positive results to people. In this situation, top-level
management of company can be simply measured and managed its brand value by seeing
customers’ attitude, perception and interest towards AstraZeneca and its key people in market
place (Pica, 2019).
CONCLUSION
It can be concluded that brand management is very mandatory activity for different
ventures and businesses. Currently the management of AstraZeneca is fully capable to
manage effectiveness in its brand within market place. The branding is very important to this
company marketing tool, because this gives opportunity to this pharmaceutical company for
widely promoting its brand in market place. Currently public relations, social media branding,
emotions of customers and brand loyalty etc. are key components and elements of brand
strategy to AstraZeneca, so that top-level management have to always consider these all
components for maintaining great its brand value. Many effective techniques also have been
discussed above in this report which helps to company for properly measuring and managing
its brand value at the international pharmaceutical industry.

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