Brand Management: Concepts, Methodologies, Tools, and Applications

The provided assignment is about brand management, which involves understanding the importance of branding in marketing. It requires students to explore various aspects of brand management, including concepts, methodologies, tools, and applications. The assignment also includes references to research papers and online resources that provide insights into brand equity models, social open innovation, and co-creating stakeholder and brand identities. Students are expected to analyze and discuss these concepts in the context of brand management.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Article..........................................................................................................................................3
TASK 2............................................................................................................................................6
1 Apple Inc. brand portfolio strategy..........................................................................................6
2. Illustration of the hierarchy management of brands ..............................................................7
3. Strategies used for managing the equity of the brands...........................................................8
TASK 3............................................................................................................................................9
1. Strength of Apple Inc. that can be leveraged..........................................................................9
2. Weaknesses that may need attention.....................................................................................10
3. Collaborative and partnership agreements............................................................................10
TASK 4..........................................................................................................................................10
Evaluation of:............................................................................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................14

INTRODUCTION
A brand is a product or service that is been carried out by a company and is the main
source of recognition for the customers. Management of a brand is the major factor that is
required to be taken within the organisation. The proper handling of the brand will help in
planning the business operations and thus will help in gaining a good share of operation's and
thus will help in suitable rise in the brand equity, customer satisfaction level and gaining a good
share of idea about the type of operation's followed within the firm like Optimum Impressions
Limited. The present report is presented in regard to Apple Inc. It is a US based technological
enterprise, operating on worldwide level.
The assignment will include an article with the details of brand creation over the time,
with measures like brand extension and using branding as a tool. Also, the brand portfolio
strategies and management of brand equity has been evaluated. The brand extension and
leveraging the benefits from a positive brand image is also discussed with analysis of different
collaboration and agreements. Other than this, the measuring of brand value, awareness and
purchasing intent has been evaluated that will be defined to have a proper and effective
understanding of brand management within a firm.

MAIN BODY
TASK 1

Article
Introduction
Brand can be termed as the goods or services that are been offered by an organisation
under a reputed name, to improve the connectivity with their customers. It is combination of
advertising, products and business operations carried out by a firm. On the other hand, the brand
equity can be stated as the idea or perception of a brand name or a particular service, product or
the organisation as a whole (Lake, 2019). A positive brand equity of an enterprise and product
will help in suitable growth and rise in the operations that are been carried out within the firm.
It will help in improving the customer satisfaction level and profitability of a firm.
Main Body
Building or creating an effective brand is a big challenge for a firm. A successful brand
will not only help the organisation to have a strong relation or bonding with their customers but
will also help in establishing of brand effectively in market. Different stages of building a
successful brand includes:
 Determining target audience: While building a brand, the management of firm will
look after the proper setting up of target customer base. It will facilitate a good customer
base and provide effective idea about behaviour of the customer (Elliott and et. al.,
2015.).
 Defining mission statement: it involves the setting up of values that attracts the
customers to make the purchase within a brand. This will help in proper planning of
brand growth measures. It involves the effective managing of building a brand equity
within a market.
 Competitive analysis: This is a very effective operation that is required to be followed
within the firm. This will help the organisation to identify its competitor's and adopting
suitable innovative measures to tackle them in the best possible manner.
 Value propositions: This includes the approach of developing something unique and
innovative that helps the organisation to have a competitive advantage as compared to
its rivals. Apple Inc. launched innovative products and services for its customers, that
assisted the firm to stand apart from its rivals and have a high level of customer trust.

 Determining the guidelines: it is the code of conduct and the guidelines that are been
set within organisation and thus, supports the proper development of a brand. It leads to
the development of suitable interaction channels and make a brand like Apple Inc. to be
more revered and recognised by its customers.
 Promoting a brand: This is a very crucial part in building a brand. Once the brand
related product is developed, it is required to be marketed in order to pertain a market
presence and induce effective awareness among the customers.
The marketing department of Apple Inc. plays a very important part in developing a
brand as it will help in creating an awareness among the buyers about a new product and
service. They will also work for improving the brand equity of the firm.
Measures to improve brand equity, extension, reinforcing and revitalising
The maintaining of brand equity is utmost priority for a firm. A positive brand equity
will help the organisation to have good rise in capabilities and setting up of goals and objectives
to build up successful brand. For this purpose, Keller's Brand equity model is followed that will
help in strengthening and revitalising a firm like Apple Inc. after the reduction in sales in
smartphone market. In 2014 Apple decided to launch new products like that of Apple Pay and
Apple Watch brands. One of the most important project of company was Apple TV which was
having potential brand identity for transforming experience of user and daily lives of people.
Brand equity-
Illustration 1: Keller's Brand Equity Model
(Source: Keller's Brand Equity Model, 2019)

 Identity: It is the basis of figuring out the brand quality and communicating it with
customers. This will ensure that the firm or a brand is able to convey the right message
with its services and policies and able to have a good customer satisfaction level.
 Meaning: it is the delivering of the brand policies and valuation that will help in proper
assessment of needs and demands of buyers and provide them an exclusive experience
related to the service by a brand. This will not only improve the brand image and
reputation of a brand but will also enhance a brand performance.
 Response: This is the reaction that is given by a customer in regard to a product or
service offered by a brand. This involves the factors like rise in productivity and revenue
generation, increase in reputation and satisfaction level of buyers.
 Relationship: This is the result of constant development and delivery of high quality
products and services and aids the organisation in having a good customer base. This
will improve the chances of gaining proper rewards within the organisation. It also
induces proper connectivity of the firm with buyer.
brand extension
Besides this, the approaches of brand extension, reinforcing and revitalising a brand that will
help in proper establishing of the organisation and hence will support a good rise in following
of the operations this will help in the suitable increase in planning of brand promotion. It will
also help in revitalizing the brand when the organisation will be facing the crisis within market.
The measures like adaption of innovative products and services that will help in proper rise and
setting up of brand within a market. The brand crisis is a condition when it fails to attract
customer's and thus, leads to decline in sales. A firm like Apple Inc. will look after the proper
management of this crisis to have good revenue generation (Heding, Knudtzen and Bjerre,
2015).
reinforcing and revitalising
Brand reinforcement will be referring to those activities which are linked with getting
consumers who are tired of particular brand and repeating their purchase with attracting new
customers as well. For brand reinforcing and revitalising company will be involving
Maintain brand consistency- This will help to enhance positive reputation with their

customers and without this brand would be different on its touch points.
Leveraging- This would mean making money out of their brand and the failure of this will be
having negative impact is the brand’s failure.
Conclusion
All these factors make branding as an important promotional tool. A good branding and
brand equity will help the firm to sell out their products more easily. It assists the organisation
to reach maximum number of customers and provide them with services and goods that will
lead to higher level of revenue generation. It helps the firm to have loyal and long lasting
customers that will help in improving the sales that will help in improving sales and
profitability of the firm. It supports the product development and other business operations
which will help in improving customer's and potential buyer's awareness towards an
organisation. It will encourage buyers to make more purchase and have good relationship with
the firm.
TASK 2
1 Apple Inc. brand portfolio strategy
Apple Inc. is considered as the most leading and effective organisation in the world with
most valuable brand portfolio. The brand portfolio helps the organisation to have a significant
control over the branding measures undertaken within the firm. The Apple Inc. is well known for
the providence of a wide range of innovative technological products and services that will help in
proper assessment of the operations and thus, will help in proper rise in revenue and brand equity
of the firm. The portfolio of the firm includes the extensive high ended, superficially advanced
products or gadgets like iPhone, iPad, Mac books, iPods and services like Apple wallet, iTunes,
iClouds etc. All these products have a great fan following and loyal customer base.
The brand portfolio of Apple plc will include the suitable operations that are been carried
out within the firm in diversified sectors and positions within markets (Jugenheimer, Sheehan
and Kelley, 2015). Some strategic measures that is been carried out within the firm for suitable
brand portfolio are:

 Brand definition: This is an extensive factor that involves the proper assessment of the
product defined operations and will influence the sales and profitability of the
organisation that will help in proper positioning of the brand within the market. Besides
this, it will help in analysing the roles and responsibilities that will help in proper analysis
of the needs and requirements that will help in enhancing the quality of products and
services offered by the firm.
 Identifying a strategic brand: This approach is undertaken in order to have the setting
of price frames for the products and services of Apple Inc. It assists the organisation to
have a good positioning of brand and value proposition that will help in having a
competitive advantage in the future (Rauschnabel and et. al., 2016).
 Managing the sub brands: As Apple Inc. produces its products by its own, many
subsidiaries and sub brands are engaged with the enterprise. Hence, looking at this
consideration, the firm is required to establish a proper and effective relationship with its
sub brands in order to carry out branding operations effectively.
2. Illustration of the hierarchy management of brands
Brand hierarchy is the strategy that includes the management of the distinctive brand
elements, products and services that are been carried within an organisation. It includes different
arrangements that will help in proper assessment of the operations Apple Inc. follows the
Masterbrand hierarchy of brand which includes the variety of products and services to be
covered into one brand name. That will help in maintaining the brand image that will help in
proper assessment of the structure that will help in proper assessment of the operations that will
help in maintaining the brand image of an organisation within a market. The biggest advantage
as this approach is that it is easy to monitor and maintain, requires less promotional resources
and ensures effective sales of the products and services that are been produced within the
enterprise (Tatoglu, Sahadev and Demirbag, 2018). Apple Inc. will be highly benefited by this
approach due to its reputed brand equity and loyal customer base.

Figure 1: Apple Inc.
The Masterbrand hierarchy approach of Apple Inc. will include all its product under one
brand name that will help in suitable planning of the product promotion, launching new gadgets
and meeting the customer's needs and demands within an organisation to a greater level. It will
not only help in proper positioning of the brand within the market but will also help in suitable
rise in branding operations. The setting up of Apple stores, online e commerce sites and other
mediums of purchasing and selling out of the organisation increases connectivity with their
buyers (Ertimur and Coskuner-Balli, 2015). Also, it assists the organisation to identify the latest
market trends and develop the most appropriate and customer based product that will help in
suitable planning of the operations and thus will lead the firm to meet the operational
requirements of the organisation. It is a cost, time and resource saving approach that will help in
suitable planning of marketing operations of the enterprise.
This includes the management of brand equity that can be managed using Aaker's Brand
Equity model that includes following components:
 Brand loyalty: it states that higher the brand loyalty, lesser the efforts Apple Inc.
requires putting on marketing operations.
 Brand awareness: The brand awareness will help the firm to get a firm foot hold within
market and increases customer's chances to make purchase.

 Perceived quality: this is the perception of buyers that the form an idea about the
product or service towards a product. Apple products are perceived to be highly advance
and innovative.
 Brand association: It is the measures such as suitable buying, sales of operations and
brand extension measures associated with a firm like Apple Inc.
 Proprietary assets: Includes patents trademarks and marketing channel of the firm with
their customer's.
3. Strategies used for managing the equity of the brands
Various strategies can be undertaken by the organisation is order to have a high level of
brand equity that will help in proper assessment of the operations which will help in suitable rise
in the brand performance and thus, supports a good rise in the productivity and revenue
generation of the firm (Steenkamp, 2017). Some major approaches of management of brand
equity that can be undertaken by Apple Inc. are as follows:
 Having good communication: Communicating is the key of having high level of brand
equity and thus, will help in proper management of the operations which will help in
identifying the requirements and issues that are faced by buyers or customers and develop
an effective product or service to improve their satisfaction level (Build Brand Equity,
2019). On the other hand, for the organisation like Apple Inc. these approaches will help
in improving the sales and gaining a good market share. The demands will be identified
and selected enterprise will be able to take suitable actions accordingly.
 Increasing the awareness: This approach will help in proper assessment of the
operations which will help in gaining a good accessibility that will help in proper
management that will help in enhancing the knowledge of buyers towards a product or
brand (Abrahams 2016). The purchase or sales will not take place until the customers are
been made aware about it. Different approaches like social media marketing, advertising
using print media and other broadcasting mediums that will help in proper assessment of
the market conditions prevailing and operating in accordance to it.
 Collaboration: In order to increase the productivity and revenue generation by Apple
Inc. the form can also opt for the proper planning of the operations and thus will help in
effective collaboration or partnership with other organisation of same operating sector or
different industry in order to improve the brand performance of the organisation and

hence, will help in meeting the requirements of the organisation in an effective and
significant manner (Borkovsky and et. al., 2017). Other than this, it will also provide the
brand with a stability and foothold in a new market.
TASK 3
1. Strength of Apple Inc. that can be leveraged
Brand leveraging is an approach or method top use the brand name as an advantage or
medium to increase the sales of products and services by a firm. Apple Inc. being the world
renown brand and with the most valuable product portfolio that will help in proper assessment of
the operations and actions plans that will impact the operations of the brand (Von Wallpach and
et.al., 2017). Some major strength factors that can be leveraged within the organisation that will
help in proper rise in brand equity of Apple Inc. are:
 Loyal customer base: This is the biggest and most effective strength of iPhones that
helps the organisation to enhance the quality of products and services that will help in
improving the brand performance and hence will help in effectively carrying out the
business operations. Despite the high price range of iPhones, the loyal customer's or fans
purchase them with enthusiasm. This will prove out to be the biggest advantage for the
Apple Inc. in improving the brand image and equity of the organisation.
 Reputation: Apple products like iPhones are well reputed for their effective functioning,
simplicity and innovation. The goods and services are well recognised for effective
customer satisfaction level. Apple Inc. is highly valued firm within an organisation that
will help in improving the brand equity that will help in meeting the operations of the
organisation in the best possible way (Berthon, Ewing and Napli, 2015). This reputation
or qualities of Apple products are the biggest factor behind their sales and great fan
following.
 Advertising and marketing: Apple Inc. is known for its overnight updates and product
launching that will help in improving the sales and having a great market base that will
help in meeting the operations of the organisation. The long queue in front of Apple
stores, prior to launching and selling of iPhones will help in proper assessment of the
sales and having a high level of revenue generations and profit margin that will help in
improving the sales. This is the key factor behind the high valuation of the Apple Inc.
within market (Dwivedi, Johnson and McDonald, 2015).

 Smart features- there is dual contact touch screen with having twice of the resolution of
the average computer screen. This is also easy to iPhones at home using iTunes.
Apple Inc. can leverage or utilize all these strengths of iPhones that will help in
improving the brand image and equity within the organisation. It also helps in carrying out the
brand extension operations which will contribute to sales of the products and service of the firm.
This will assist the organisation to have a good management of services by an organisation.
2. Weaknesses that may need attention
Along with many strength factors to take on, there are many weaknesses and
vulnerabilities that can impact the sales of Apple Inc. Hence in this case, organisation is required
to take in consideration that will help in proper planning of these weaknesses in order to sustain
the functionality of the enterprise (Keller and Brexendorf, 2017). Few major weaknesses of the
firm that are required to be taken in consideration are:
 High prices of products: The iPhones are the priciest gadgets within the market and this
makes customers reluctant in markets of developing countries and with limited budget.
The competitors like Samsung are providing the high quality products and services in a
reasonable cheaper rates.
 Data security issues: The Apple Wallet and iCloud application of Apple iPhone that are
been offered by the firm are been accused for poor security facilities that has led to an
outrage in many of its customer's. It has also impacted the sales and market share of the
organisation to a greater level. Besides this, the reputation of Apple Inc. is also tarnished
due to such undesirable incidents (Schleich and Prell, 2015).
 There is no memory card slot, sealed-in battery and sending back to Apple
replacement.
Apple Inc. is required to maintain and control this factors in order to sustain its brand
image and equity among customer's of iPhones.
3. Collaborative and partnership agreements
In order to maintain the performance and efficiency of the product of , Apple Inc. iPhone
can opt for suitable collaboration and partnership measures (Kasemsap, 2015). This measures
will help in maintaining a good control over the operations and action plans that are been taken
within the firm that will help in improving the sales and customer satisfaction level within the

firm. iPhone can opt for the proper collaboration or engagement with other brand or smaller
firms in order to improve their performance and thus, it will lead to rise in operation's.
Other than this, agreements can be signed up with different authorities like those looking
after the data security functions (Ruão and et.al., 2016). Such measures will improve the
performance of the form and thus will lead the organisation to improve quality of services and
thus, enhances the performances of firm to a greater level. These operations will lead the
organisation to have a good rise in customer satisfaction level and a competitive advantage over
its rivals.
TASK 4
Evaluation of:
1 Brand Value: The brand valuation measures that can be taken within Apple Inc. will help in
identifying the measures that leads to rise in sales and profitability of the firm. This includes the
processes to provide the best quality products and services. The brand valuation is measured
using approaches like cost based, market based or income based valuation. It includes the overall
revenue, assets and sales that are been carried out by an organisation as compared to its rival
enterprises. For example, as per the market based valuation, Apple Inc. is the world's most
valuable brand (Lee and Watkins, 2016).
On the other hand, for managing the valuation, brand proposition approach is been
followed that will help to establish Apple Inc. effectively among its customer's. In a market and
hence support the rise in valuation of the Apple Inc. firm. The effective positioning measures
that are been carried out within the firm. It guides the organisation to have a good market share
and handle the sales measures within the organisation in most suitable way (Keller’s Brand
Equity Model. 2019.). A good brand valuation will help the firm to improve the sales and gaining
of effective customer share.
2 Brand awareness: The brand awareness is the approach of increasing the knowledge of the
customers towards an enterprise or product. Different measures like online surveys, social media
trends, digital traffic from browsers and community research that will help in identifying the
sales and operations that are been carried out for a firm like Apple Inc. This measures will help
the organisation to improve the awareness of buyers and encourage them to make suitable
purchase and increase sales of products and services offered by the firm (Glynn and Brodie,
2016).

The brand awareness of Apple Inc. is very well within the market. It is one of the most
reputed organisation thus has a high level of sales and revenue generation measures within the
market. Approaches like setting target audience or customer base, increasing brand experience,
carrying out the suitable communication and improving brand experience that will help in
suitable increase in brand information or awareness among the buyers looking for products and
services of Apple Inc.
3 Market share: The market share are the measures that are been undertaken by the organisation
in order to identify its effectiveness within market and thus, will lead to enhance the quality of
services and goods that are been offered by Apple Inc. to their customers (Orth and Rose, 2017).
The market share can be defined as sales measured as percentage of a company's total revenue. It
is usually presented in comparison with the rival firm in similar industry. It will provide Apple
Inc. with the idea of size of company within an industry. It can be measures using various
surveys and research.
In order to manage the market share, Apple Inc. can undertake various measures or
operations that will impact the sales of the firm. Measures like increasing the innovation,
improving marketing process, having a good post-sales services, valuing customers’ feedbacks
and making suitable strategies in order to remain a step ahead from the rival firms. These
measures will improve firm's flexibility and feasibility that will help in improving the sales and
market share of Apple Inc (White, 2019).
4 Consumer attitude: It plays a very significant and crucial role in managing the sales and
revenue of an organisation and thus, will help the firm to have high level of consumer loyalty
and thus, will help in suitable planning of strategies. It helps in improving the market share and
brand equity of an organisation. The customer attitude can be measured on the extent of belief,
effect of the product or service on a customer and behavioural intentions of a buyer towards the
sales of organisation in most effective and suitable manner (Pecot and De Barnier, 2017). All
these measures will help in close monitoring of a buyer's perception towards a brand like Apple
Inc.
A consumer's attitude towards a firm can be managed using the approaches like high
level of innovation that will help in proper managing of operations and thus, will lead the firm to
have a good rise in the positive attitude of customers within the firm. This will increase the sales

and this will help in meeting the operational capability of Apple Inc. It will also help in proper
rise in sales and revenue of the firm.
5 Purchasing intent: This is the desire or intention of a person to make the purchases that will
help in proper rise in sales and revenue of the firm. It is dependent on many factors that will help
in improving the sales and revenue generation of the organisation that will improve the sales of
the organisation in the best possible manner. It helps the organisation to improve the sales of
products and services and this will help in the enhancing the organisation like Apple Inc. This
includes the measures and operations like monitoring the current operational trends and social
media traffic that is diverted towards the website of the brand.
CONCLUSION
On the basis of the analysis that is been carried out above, this can be said that the
branding and its management is very crucial task for an enterprise. The effectiveness of branding
and brand equity will help in enhancing the brand building within the organisation. Besides this,
the measures of maintaining brand equity, extension, reinforcing and revitalising a brand from
crisis using various models. This will improve the firm's performance and make branding as an
efficient marketing tool. Also, the brand portfolio, hierarchy management and different strategies
using brand equity is evaluated. Also, the strengths and weaknesses of the organisation that are
required to be placed and measures like collaboration or agreements can be adapted that will
improve the sales of organisation and thus, will enhance the brand value, awareness, share,
customer's attitude towards the organisation and purchasing intent of the firm are been analysed
that will help in proper assessment of branding and improving the competitive advantage of the
organisation within the organisation. All this measures will help a firm to effectively establish as
a successful brand within market.

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