Brand Management Strategies for Lidl

BRAND MANAGMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Importance of branding and its importance.................................................................................3
Key components of successful brand strategy.............................................................................5
TASK 2............................................................................................................................................7
Strategies of portfolio management, brand hierarchy and brand equity management................7
TASK 3............................................................................................................................................9
Discuss the different techniques that how leverage or extend brands.........................................9
Evaluate that how Brands are managed collaboratively and in Partnership both at global and
domestic level............................................................................................................................10
TASK 4..........................................................................................................................................11
Discuss the different types of techniques for measuring and managing brand values by using
specific organizational examples...............................................................................................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management refer to the process of developing and managing the brand value in the
market and also to make sure that people are having a good brand perception of the organization.
It helps the organization to maintain a business brand value in market so that the organization
can make a good market in the business. It is crucial for the organization to make sure that they
are working in development of the brand management to increase the overall performance of the
business and maintain a business value in market they are working. Brand management is
important for the business to increase the productivity and profitability of the business which can
further help them in developing business to increase the overall business. It also creates a
leverage in the market if the brand image is great in the market
Lidl is one of the German International supermarket chain that operates over 12000 stores
across the Europe and in the United States. Lidl to market competitor are ASDA and Sainsbury
etc. and are having the 6.1% market share and the growing acceleration of 12.5%. LIDL works in
the retail industry and are providing the retail industry services in the Romanian and other places
globally.
The report will explain the importance of branding as a marketing tool into the business
practices. The key components of the successful business strategies were also been discussed in
the report. Further the report will explain the measuring and managing of the brand value with
brand leverage in the retail industry.
Task 1
Importance of branding and its importance
Brand Management is one of the most important factor for the organization as it helps the
organization in making good brand image in the market they are working and it also increases
their chances of getting better respond from the market through more customer attraction.
Branding refer to process of changing different style to promote the product and services the
organization are offering to their customer. It can change the people perception about the brand
and it can also drive the business to increase the awareness about the brand. Branding also help
in the promotion of the product and services and it can also make the awareness about the
product, the organization can make the design of product and branding design to attract more
customer in the business (Abid, Abid-Dupont and Moulins, 2020). Branding helps in the
recognition of the product and the organization. It helps the organization to get recognized in the

market and also benefit the customer in understanding the organization and its product and
services.
Provide exclusive identity: Branding helps in providing the exclusive identity of the
brand and the organization in the market which can help in attracting more customer as the
branding provide the information and also show the exclusive identity of the product and
services from which the customer get to know about the brand and gets aware about it. It helps in
promoting and providing the information about the production of the product the organization is
making and also give a brand value by the quality of services. It is important and it helps the Lidl
in achieving the business objective and goals by the awareness of brand value in market.
Create trust: Branding helps in awareness of the product and services and it also
provides the exact information about the process of the ingredients and other facts about the
product and services which increase the trust in the customer (Beverland, 2021). It helps in
creating the trust about the Lidl in the audience which can develop the process of better relation
with the organization. This helps the Lidl in better sale of product and services because of the
trust they create in the market and it makes the audience rely on the organization which further
helps in better sale and services.
Motivate employee: the more the organization works in the branding it helps the people
working in the organization gets motivated as they are working for the organization and the
branding shows that they are working of a big brand name and are under a brand image which
motivate them in achieve the performance and also gets motivated. Lidl provide different
rewards and also gave the employee with different discount vouchers to get motivated. Branding
helps in increasing the confidence. Motivated employee increase in better performance, and they
also sow better interest in the process of working which help the organization in developing
better results. Lidl always focus in developing the business through different approaches which
include the ways to make the best in the performance of the organization.
Attract new customer: Branding help in attracting customer by different design and ways
to make the product and services look attractive to the customer so that they can have an interest
in the services of the Lidl. It is one of the most important factor of the branding because it helps
the organization in attracting the customer to the max level and work according to the customer
preferences, choice and Lidl use lots of advertisement in different location to attract more
customer. It is very helpful to the organization as it attract the audience because of there