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