Brand Management

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................4
TASK 1............................................................................................................................................4
P1 Importance of branding as a marketing tool......................................................................4
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts................................................................................................5
P2 Key components of a successful brand strategy for building and managing brand equity6
M2 Apply appropriate and validated examples within an organisational context.................7
TASK 2............................................................................................................................................7
P3 Different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................7
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks......................................................................10
TASK 3..........................................................................................................................................10
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................10
M4 Critically evaluate the use of different techniques used to leverage and extend brands.11
TASK 4..........................................................................................................................................12
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples..........................................................................................12
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.............................................................14
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is considered as initiative of company taken to strengthening and
managing their brand in appropriate manner. This is effectively done with the usage of various
strategies, process and steps that develop positive brand name of company at marketplace.
Strong brand image of company is helpful for them in approaching higher opportunities which
results in better profitability. The current report is based on Barr Britvic Soft Drinks, a UK based
company that offers soft drink worldwide. It is the merger of two British manufacturers that is
A.G Barr and Britvic. The present project will provide detailed information on concept of brand
management, in depth understanding on how brand is developed and its management over the
period of time. It will later explore how brands are organised in portfolio, how effectively brand
hierarchies are built and managed. Furthermore, the description will also include discussion on
how brands are extended and leveraged with changing time at local and international level. In the
last section of this project evaluation of techniques which are used for managing and measuring
brand value over time will be discussed.
TASK 1
P1 Importance of branding as a marketing tool
Branding is considered as the marketing practice that helps company in developing their
positive brand name, design, symbol etc. at marketplace and also allows customers in identifying
company easily among all. Effective implementation of branding is helpful for businesses in
making their product completely different at marketplace as compared to other products and
services belonging to same field. It also leaves memorable impression on customers. Branding
can be effectively done with inclusion of advertisement practices effective customers service,
logo, promotional merchandise etc. With reference to Barr Britvic Soft Drinks, it can be said that
its marketing manager believes that branding works effectively as the marketing tool for this
company. These importance of branding as a marketing tool is explained below in context of
Barr Britvic Soft Drinks:
 Brand enhances recognition: Logo is also seen as an important marketing tool that
helps company in increasing its brand recognition at marketplace. It also customers to
identify brand among all companies deal in sector at same marketplace only with the help

of its logo. With reference to Barr Britvic Soft Drinks, the company has its own attractive
logo which places remarkable impression over customers at first glance.
 Generates new customers: Effective branding is also seen as the positive impression of
company among customers. This is helpful for company in making customers familiar to
them that also states that they know this company and can easily trust it. As a result,
branding is seen as important marketing tool that allows company in attracting more
number of customers and also makes them loyal for the same company.
 Improvise employee satisfaction and pride: Strong branding of company makes
employees feel confident and pride as they know they works with the leading and
trustable company that is familiar to all. As a result, it also increases their satisfaction
level.
Also, branding places higher impact over company as it holds capability of changing
perception of people towards brand. It also drives business growth with the increasing brand
awareness.
With the passing time branding is emerging day by day within business practices. It is
required by the managers of business entities to enhance their knowledge on branding so that
they can use it effectively in different situations. With reference to Barr Britvic Soft Drinks, it
can be said that its managers uses branding in different business situations in different manner.
Some of them are explained below:
 Managerial department of Barr Britvic Soft Drinks uses branding for identifying its
potential customers so that they can maximise their sales performance.
 Furthermore, it can be said that management of Barr Britvic Soft Drinks emphasizes on
conducting effective market analysis for determine needs and requirements of customers
in order to explore that which marketing strategy is feasible for them in enhancing their
brand value. It will also help them out in influencing interest of customers towards them
in appropriate manner.
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts
With the passing time business enterprises are adopting several strategies in order to
develop strong brand image at marketplace. In context chosen company that is Barr Britvic Soft

Drinks, the company prefers to use Aaker’s brand equity model kin order to manage their
success of brand with the passing time. This framework is helpful for them in creating effective
brand name at marketplace that allows them to implement all of its business strategies at
marketplace and allows company to gain competitive edge.
P2 Key components of a successful brand strategy for building and managing brand equity
Aaker's brand equity model is often used by business enterprises in order to develop their
brand equity at marketplace. As per this framework, it is essential for business entities to create
effective brand image of their company with the usage of rightful brand management practices.
Some of the core elements included in this model are explained below in appropriate manner: Brand as an Offering: It consist of the value, scope, quality, attributes, and along with
the consumers of offering which is given by the company. Brand as a Company: It is define as the factor which involves each and every element
which is associated with the company. These elements are operations, functions or
activities at both national and international level. Brand as an Individual: It consist of the whole personality of a specific brand as well as
its relationship with consumers at the competitive marketplace.
 Brand as a Symbol: According to this element every attributes related with the brand is
taking consideration. It includes brand heritage, visual along with audio imagery as well
as metaphorical symbols.
Apart from this, another instance of strengthening the brand equity is Barr Britvic Soft
Drinks. It is the company which execute this model effectively within the organization and
perform the task on the brand extension & reinforcements with the help of some components.
These components are going to be discussed as follows: Brand Loyalty: It is essential for an organisation to perform their task in order to enhance
the loyalty towards brand. For this, managers need to attract as well as retain more and
more customers towards their brand. Therefore, compelling and innovative
advertisements need to be developed by the management team. Brand Awareness: In Order to enhance or create awareness about the brand, Barr Britvic
Soft Drinks need to increase it’s familiarity among the market, with the help of Social
Media, Search Engine Optimisation, innovative Branded Packaging and many more.

 Quality Perceived: It has been identified that perception of individuals is highly difficult
for brand extensions & reinforcements. Therefore, in order to create positive image or
perception of users, management team need to differentiate its offerings with their rival
companies. This would be done by using effective distribution channel, pricing, creating
range of products and many more. Brand Associations: In context of increasing the brand associations are through
including users with the brand itself by communicating and sharing various advantages
gain by then with the help of these offerings.
 Other Proprietary: In this element, Barr Britvic Soft Drinks need to take some
competitive advantages with the help of their brand. For this various methods are
available such as competitive pricing as well as better accessibility by flexible channels
and many more.
Furthermore, it is very essential for a company to adopt strategies in an effective manner
which is required to overcome brand crisis.
M2 Apply appropriate and validated examples within an organisational context.
With reference to Barr Britvic Soft Drinks, it can be said that this company make use of
different strategies for enhancing their brand value at market place in order to increase their
sustainability. This is more understandable with the example of respective company. For
example, Barr Britvic Soft Drinks need to adopt effective measures such as execution of focused
approach. For instance, in recent years there warehouses got into trouble which brings some
crisis against the brand itself. In order to overcome the same, management team decides to adopt
advanced technologies such as Automation in systems. Apart from this effective communication
is required with suppliers, agents, customers and staff members which are associated with the
products offered by them.
TASK 2
P3 Different strategies of portfolio management, brand hierarchy and brand equity management.
Portfolio management
Brand portfolio is termed as the procedure of considering various aspect of brand within
branding decisions that is supportive in deciding whether they should introduce new product at
marketplace or not. It can be said that brand portfolio is mainly opted by business associations

when they operates various brand under one single business entity. Every company has its own
trademark that is supportive for them in differentiating themselves from other business entities.
Brand portfolio is helpful for companies in determining various strategies that allows them in
maintaining their brand name. It also allows company in allocating different resources to all
brands through which their needs and requirements can be accomplished. There are two main
strategies of portfolio management that could be opted by businesses. These strategies are
explained as below in appropriate manner:
 Active portfolio management: This strategy is helpful for businesses as it relies
upon those factors that follows particular style according to which they can generates
maximum outcomes that are also supportive in competitive edge in easier manner.
 Passive portfolio management: This strategy is supportive in attracting market place
for longer period of time. Here, it is essential for business enterprises is required to
invest lesser amount in company so that they can sustain longer at marketplace. It can
be said that these types of companies sustains longer at marketplace but does not have
effective market presence.
Source: (What is brand portfolio strategy, 2018)
Brand hierarchy
Brand hierarchy is termed as the combination of different brand strategies as per different
components and elements of company. Several strategies that are associated with brand
hierarchy are described below:
Illustration 1: What is brand portfolio strategy

 Corporate branding: It is seen as the effective promotional and marketing approach with
which they promotes product and services with the same brand name. The major motive
of this business association in raising their sales performance as well profitability with
effective brand image of company. In context of Barr Britvic Soft Drinks the company
can opt this strategy for enhancing awareness about its product range to customers. This
will help them out in quick increment of their sales performance. Brand of house: It simply states that single brand is required to be promoted by company
that will be sufficient in developing brand image of all categories belonging to the same
brand. For example: Barr Britvic Soft Drinks promotes its own brand which will directly
help them out in promoting all of its product categories across the world. This will be
supportive for them in increasing their sales performance worldwide
 House of brands: As per this strategy major focus of companies to promote sub brands of
company separately. Here, less attention is provided to main brand. Also, it requires
higher financial resources for delivering right information about their products and
services among customers. In context of Barr Britvic Soft Drinks, it can be said that the
company could go for this strategy by promoting TANGO separately for influencing their
sales performance of single brand.
Strategies to manage brand equity Continuous differentiation: In context of Barr Britvic Soft Drinks, it can be said that the
company could effectively opt this strategy for influencing their sales performance. In
order to implement this, it is essential for this company to bring regular based innovations
in their drinks in order to gain competitive edge by attracting maximum number of
customers.
 Maintaining the brand image: As per this strategy it is essential for companies to
emphasise on managing brand equity of their company for maintaining their brand image
among customers. Here, it is essential for companies to keep the promises which are
given to customers. This will support them in influencing customers to remain loyal with
them for longer period of time.

M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks
As per the above provided discussion on portfolio management, brand hierarchies and brand
equity and its associated strategies, it can be said that all of them are effective and useful for
businesses that plans to develop brand name of their companies. With reference to Barr Britvic
Soft Drinks, its manager uses Customer-Based Brand Equity Model for strengthening their brand
image among customers and providing shape to customer’s perspective towards them in rightful
manner. This framework includes four stages that is Salience, Performance/imagery,
judgement/feeling and resonance. All of them one by one provides guidance to the company by
which they can effectively implement portfolio management, brand hierarchy and brand equity
strategies in their organisational context. As a result, it will help this company in enhancing their
brand value at marketplace which will also contribute in quick increase of profitability with
higher sales performance.
TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level.
Collaboration as well as Partnership Agreements
It is said that there are various partnership agreements which is commonly associated
with brand and have assist the organization in order to enhance their brand value along with its
equity within the marketplace. In context of domestic agreements, it has been identified that just
like Barr Britvic Soft Drinks some other beverage business entities worldwide currently facing
ranging of issues which is related with toxicants in the drinks they offer to their customers.
Therefore, they came into an agreement with The Food Safety and Standards Authority of India
(FSSAI), which assist the whole organization in order to increase their health related standards.
One of the biggest advantage at local or domestic level which is experienced by the firm is they
will be able to regain the trust of individuals which help them in increasing their brand equity.
On the other hand, in context of international collaboration, it can be said that some of the
other companies belonging to the same industry also goes for collaboration at international
market scale. This can be well understood with the help of an example. For instance: Coca
Cola has indulged into an agreement with the Ioniqa Technologies. As a per this agreement they

will recycle plastic waste into higher quality of food grade pet. It will help company in recycling
its existing bottles. With reference to Thumps Up, it can be said that it will support this company
in attracting higher number of customers as their carbon footprint within the environment are
declining day by day. Also, it will support this enterprise in its expansion with international
market in effective manner.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
Brand leveraging is considered as the effective strategy opted by company in which they
prefers to use existing brand as its core strength in order to introduce new firm belonging to the
same company and almost similar category. It is effectively attained with the usage of effective
communication medium that is helpful in creating awareness among customers or users about its
new offering. With reference to Barr Britvic Soft Drinks, it can be said that TANGO is
determined as it’s well known brand that could be effectively leveraged. In order to support this,
it can be said that TANGO is a renown brand worldwide which has greater market share, thus it
can be said that Barr Britvic Soft Drinks can easily enter this category in an easier manner as it
has stronger recognition at marketplace. There are various techniques that could be opted by
business enterprises in order to extend their brand or leverage. These techniques are explained as
below in effective manner:
Line extension: This technique states that company introduces few more categories of
products under same brand name. Mainly this technique is used by companies for improving
customer base. This is effectively done by providing more number of options to the customers.
Brand extension: It is seen as the marketing strategy according to which well known
company enters into non related category with the usage of same brand name. The main aid of
this strategy is to take leverage of existing brand equity.
On the basis of above described elaboration, it can be said that both if these techniques
has their own advantages and disadvantage. Thus, in order to account these strategies, it is
mandatory for Barr Britvic Soft Drinks to go for line extension technique as it will support them
in increasing awareness of brand among its potential customers.
With reference to Barr Britvic Soft Drinks a, it can be said that TANGO is one of its
popular brands which offers various kind of products to customers at marketplace. Various sort
of strength as well as weaknesses that could be leveraged by this brand are described as below in
effective manner:

Strengths that could be leveraged Weakness that could be leveraged
Strong promotional capabilities of TANGO
can be leveraged as it helps them in
influencing interest of customers and raising
their sales performance in effective manner.
The main weakness associated with this brand
is its offering in aerated drinks that means that
health conscious people prefers to avoid these
drinks. For overcoming this, it is advised to
this company to launch some healthy and
naturals drinks that would be helpful for them
in attracting health oriented zone of customers.
Strong global presence at market especially in
Asian and European nations works as the
strength for this company that could be
leveraged by them effectively. This much
strong position is also supportive for them in
gaining monopoly in Asian countries.
The next obstacle that could be faced by this
company is that customers might take TANGO
as the substitute of Barr Britvic Soft Drinks
only which will also influence their sales
performance. Here, it can be said that manager
of this company could go for line extension
strategy by offering customers completely new
and new innovative products that are beyond
their expectations.
TASK 4
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples.
Business enterprises often uses several types of techniques for measuring and managing
their brand value at marketplace. This supports them in enhancing their brand value within the
industry and also helps them out in improving their business performance at marketplace. These
techniques measuring and managing brand value are opted by business enterprises according to
their own their business sector and feasibility. Some of the common techniques opted by
businesses along with their examples are described as below in effective manner:
Techniques for measuring brand value

 Income approach method: This method mainly emphasises on measuring brand value
of the company by checking its net earnings in order identify actual value of company in
positive manner. For instance: Barr Britvic Soft Drinks make use of this technique
according to this they acknowledges worth of company by evaluating its income
statement, cash flow and cost savings. For enhancing efficiency of this method, its
manager ensures that they account only right value of income in order to determine right
brand value of company.
 Cost based method: According to this method, business managers calculates all cost
which are spent by company in the form of marketing activities, development,
advertisement and others in order to identify that how much they have spent developing
brand value of the company. It is considered as the simplest method which provides
guidance to business managers about their production as well as overhead so that they
can easily identify profits.
Techniques for managing brand value
 Innovation: Innovation is identified as an effective method that is opted by business
associations for managing their brand value at marketplace. As per this technique,
company emphasises on introducing new products and services for customer in order to
maintain their value and influence interest of customers towards them for longer period
of time. For instance: Zara uses this technique for managing its brand value across the
world because it helps them in attracting more and more customers which raises their
sales performance as well as profitability. This results in quicker attainment of business
objectives and enhancement of brand value of this company.
 Brand awareness: This method states that customers are aware about the brand as well
as its current offering. This includes its products as well as services. Here, business
managers opts various campaigns and advertisement for spreading awareness about
products and services among its entire potential customer's. For instance: Manager of
Marks and Spencer make use of brand awareness as its core technique for managing their
brand value among customers. For this, its manager’s uses latest promotional tools based
on technology that is social media in order to reach maximum customers. This works as
the supportive technique for this company in managing and maintaining their brand value
at marketplace in positive manner.

M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.
The above mentioned techniques are helpful business enterprises in managing and
measuring their brand value in rightful manner that is also supportive in developing their strong
and enduring brand image among customers. With reference to the respective chosen company,
it can be said that its managers prefers to use income based approach for measuring its brand
value. This is supportive for them in analysing their actual value at marketplace. Apart from this,
innovation is the technique used by the same company for managing its brand value. Barr Britvic
Soft Drinks brings several innovations at regular basis for manage its value among customers as
well as marketplace.
CONCLUSION
According to the above made discussion, it has been analysed that effective management
of brand is essential for every company as it supports them in sustaining longer at marketplace.
Having appropriate information on branding as a marketing tool is helpful for companies in
developing its brand image at marketplace in effective manner. It is also supportive in managing
brand equity of business enterprises in rightful manner. Along with this, it can be said that
companies can easily manage its brand image effectively at domestic as well as international
marketplace by opting partnership or collaboration method. Business managers are effectively
required to choose best suitable strategies from brand hierarchy, portfolio management and brand
equity in order to support business enterprise in developing brand inside the company. At last, it
can be said that business managers are required to select rightful technique for managing and
measuring their brand value. This is effectively done by choosing technique as per their own
industry and locations where they are operating their businesses.

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