Comprehensive Brand Management Report: Lidl's Case Study Analysis

This report delves into the core concepts of brand management, exploring its significance in the market and its impact on consumer perception. The analysis begins with an introduction to brand management, emphasizing its role in maintaining brand value and enhancing business performance, using Lidl, a German international supermarket chain, as a case study. Task 1 discusses the importance of branding, its impact on brand recognition, and the key components of a successful brand strategy. Task 2 focuses on brand portfolio management, brand hierarchy, and brand equity management strategies. Task 3 examines techniques for leveraging and extending brands, as well as collaborative brand management at both global and domestic levels. Finally, Task 4 evaluates techniques for measuring and managing brand values, supported by specific organizational examples, leading to a comprehensive conclusion and references.

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

preference and taste which they like. New customer are very important for the organization and
branding help the organization in developing the new customer through the attraction by
branding of the product and awareness about the services they are giving.
Enhance recognition: Branding helps the organization in making a great way to enhance
their recognition in the market and it also allows the organization in increasing the awareness
about the product and enhance the recognition in the market to the customer which also help in
increasing of better sale response which also give a better profitability to the organization. It also
provides a great support for the organization in developing the process of business and it also
creates a great benefit in the business by creating a good liability to customer.
Key components of successful brand strategy.
Brand positioning: Brand positioning refer to the process in which the organization show
strategies to position the brand in the place which can make the organization aware into the
market and it also provides good result to the business of the organization. It is important for the
Lidl to make sure that they are positioning the brand into different market to attract new
customers. It is very helpful and the organization have promoted and positioned themselves into
different market place to increase the sale of business and achieve business profit. It is very
important for the business to make them into the position to promote the best into the market as it
will increase in different places and customers in better results.
Loyalty: Loyalty refer to the factors which include the brand loyalty towards their
customers and loyalty of the customers towards organization. Loyalty helps the organization in
achieving the business goals and objectives, loyalty of the customers are very important and the
company make different strategies to make it better so that the company can get a wider process
in development of business (Greco and Polli, 2020). Loyalty is something which take time and it
is crucial for the organization to make sure that they are having a good market loyalty from the
customer, and they should initiate in the strategies. To increase the loyalty the organization is
creating different ways of providing the offer to the employee and also by giving holiday’s
package according to the performance.
Employee activism: Employees have to be involved in the decision-making or any other
aspect of the organization so that there is good improvement and changes will be able to come in
easily. There is a good training and development sessions as well which can take place in the
company so that there is going to be higher interaction with the customers that is going to be

present. Customers of the company are going to be treated right and that is a good factor for the
value of the company in the market.
Public relation: There are a lot of platforms which are used by Lidl to be able to get in
the right customers in the organization. Customers have to be able to contact with the company
which is going to make the organization be able to gain the trust and loyalty of the customers
which is going to be present (Kusuma and et.al., 2020). Tasks and activities are many in the
organization which have to be well analysed and improved upon according to the customers and
this is going to be very helpful for the organization to have so that there is going to be effective
working and productivity of the organization is going to be better. Lidl provide different banners
and fair activity to increase the relation with public. Public relation helps in increasing of the
business by development in the business profile and good goodwill in market. It create a great
impact on the customer.
Values: Value of the company has to be high in the market so that there is going to be
higher competitive advantage which is present. The customers shift from one organization to
another very easily which has to be well managed and that is going to be a great factor for the
overall performance of the company in the market. Retention of the customers and employees is
going to be higher when there is good value of the business which is present in the market.
Emotion: Relationship has to be well managed so that there is going to be emotion
attachment which is present in the organization of the customers which is present. Emotions is
going to make the brand value of the company be higher and that is also going to be good for the
overall benefits which is going to be present. Essential measures have to be taken on time by the
company in order to make sure that there are effective functioning which are taking place and
there is going to be a good customer relationship as well which is going to be there which is
good for the overall working of the company.
Social media: Social media is important for the success in the market and it is used by the
Lidl to make the best marketing strategies to increase the success and also to make a good
market brand of the organization. It is helping and social media is the widest platform which the
organization is using to increase the process of development of business, and they are utilizing it
by changing the ways of promotion of brand into different social media platform. It is one of the
biggest platform in attracting the customers. Lidl is utilizing the social media platform in the best
ways to increase the customers and also to make changes in different ways to understand the

customer choices and preferences. Lidl promote on all the social media including Facebook,
Instagram etc.
TASK 2
Strategies of portfolio management, brand hierarchy and brand equity management
There are many strategies in the business which are used by the organization to present the
company portfolios, brand hierarchy and the brand equality in the Lidl.
Strategies of brand equity management
It is one of the most important factor which in include the factors of providing the brand
equity management in the organization. Lidl follow the entire process of development and the
equity among the organization so that they can develop the business strategies in increasing the
equity management. There are a lot of strategies which are used by the organization to manage
the business equity management at Lidl.
Make strong relationship: one of the most important and used strategies at the organization are
by creating strong relationship into the market with customers and suppliers in the market so that
the organization can create a leverage in the business and also enhance the process of working
with better performance (Lim, Jee and De Run, 2020). Lidl follow the process in increasing the
strategies to make sure that they are developing the business through improved process and also
with making of strong relationship in market.
Build awareness: They need to make sure that they are using the strategies of making
awareness in the market so that they can create a better process of development into the
organization and also increase the process. Lidl, Building the awareness in the market is
important, and they are working in different promotional process to increase the business
awareness of the services and product they are offering to the market customers.
Strategies of portfolio management
Branded house:-
A Lidl Store firm that markets as a branded house, which is mainly expressed its current
values proposition in single unified voice. In some situation, Lidl store business can be
represented as brand name, identity which may consider the similar ways. It often cited the
examples of branded house model.
House of brand:-

It is another house of brand model which is also known as brand hierarchy approach,
where Lidl enterprise can be divided business into different manner. The house of brand model is
typically applies as core strength as well as infrastructure of Lidl store parent’s corporation in
wide variety of markets. As per consider the one or more standalone house of brand. Lidl store
firm can be implemented the effective strategy that allows each brand to create or develop
distinct values. Sometimes, it is also representing the suitable meaning with proper prospects and
potential consumers.
Active management:-
It is based on the use of human capital to manage or control the portfolio of various
funds. In Lidl store firm, there are majorly involvement of active manager which rely on the
analytical research, personal judgement and other forecast to make a better decision. Within
organization, different investors who have not follows the proper efficient markets hypothesis
but it is always believed on the active management. Usually, it can hold the belief, assumption in
order to improve inefficiencies in marketplace (Majerova and et.al., 2020). Therefore, Lidl store
firm can gain possible profit in stock market by using better securities or employs a strategy to
take more advantage.
The Reason for Lidl store firm is to use Active management which means that generate
better returns than a benchmark. Usually some sort of market index, unfortunately a majority of
active management are unable to able consistence outperform manage or control the funds.
Strategy asset allocation:-
Strategic asset allocation is type of portfolio strategy or approach, where by different
investors has been setup the target allocation for different assets. Generally, Lidl store firm can
manage or control the specific amount of assets. In this way, it may support for rebalance the
enterprise portfolio in systematically. By using strategic asset allocation, Lidl store firm is
basically depends upon the different factors such as risk tolerance, time horizon and investment
goals. These are essential parameters which are completely change the strategic allocation
process compatibility in competitive environment or culture.

TASK 3
Discuss the different techniques that how leverage or extend brands
For purpose of brand leverage and expansion in global marketplace, which needs to be
consider the different techniques that supports for enhancing overall business profitability or
productivity in global marketplace.
Brand Extension-
A Brand Extension is based on the process when Lidl store firm uses one of its
established brand names on new product or product category. Sometimes, it is known as brand
stretching. Brand extension is also consider the strategy behind an enterprise, which is already
established brand equity. In order to help in launch a new product in marketplace.
For purpose of brand extension, Lidl store firm, it relies on the brand loyalty or trust of
potential consumers, which impose will make them a better receptive and gain new offers from
particular brand. It is successful way to consider brand extension technique that can help to reach
specific goal or objective (Polfuß, 2021). Sometimes, a brand extension can give leverage of Lidl
store regarding the business reputation, popularity and brand loyalty. These are directly
associated with particular product and launch in global marketplace.
Stretching or Vertical extension-
The term brand stretch refers to how a Lidl store business can stretch its product as well
as service in marketplace. Generally, it is related with markets successfully, Lidl store has been
launched the unrelated items. It is likely to extreme variation of brand stretch is applicable brand
extension. Sometimes, it is also consider the existing brand a new modified items within similar
marketplace.
Both a brand stretch and brand extension are basically represents the lucrative manner. It
is helping to increase the brand revenue and consumer base. The brand of Lidl store that
stretches it’s good and service offering too far. Some consumers are being confused to fight
against the competitors. Basically, Lidl can use stretching or vertical extension in their business
to expansion in the international level. Exploring the need or requirement while implementing
innovation to gain more popularity in marketplace.
Line extension-
A line extension is based on the process or method that can use to be established product
brand name for new item but it exists in same category. Usually, The Lidl store firm can use

Lind extension which may occurs when business can introduce additional product as well as
services. This will help for targeting the potential consumers in marketplace. Line extension can
be opposed to brand extension which are completely represents as new items.
Line extension is basically occurs when enterprise want to extend their product line in the
down market and up market stretch. Furthermore, Lind extension can be divided into different
types: vertical and Horizontal.
Vertical extension is basically consist of increasing as well as decreasing the quality,
price of particular items. It is closely related to the existing items in a particular brand portfolio
but it is targeting the specific consumers through specific approaches. Sometimes, Line
extensions are basically include company’s investment in the new items without desired return. It
may come at both loss and success, which are not able to enough the actual return from
company.
For Example- By using Horizontal and vertical theory, Lidl can use them in their
business to expand their business in vertical level from bottom to top. It means that targets the
lower staff members to fulfil all essential demands. In this way, it can be increased the
performance and efficiency of Lidl business. on the other hand, in context horizontal, it has been
implemented the innovative concept to increase the level of business while opening new
branches or physical stores different regions.
Evaluate that how Brands are managed collaboratively and in Partnership both at global and
domestic level.
Collaboration and Partnership are consider the ubiquitous approach in context of modern
business environment. In the development of Lidl store, there would be involvement of one or
more partner. Each and every individual people can establish a better partnership on the basis of
internal aspects (Zumitzavan, 2020). This can help for reducing cost, price and time, helping to
extend the business and reach its particular destination. When Lidl store can be managed
collaboratively, in partnership either global as domestic level.
In global level, it has been developed the strong collaboration between different
enterprises. In this way, it has shown as countless times where establishing a strong collaboration
and provide the serious exposure or generate a lot of success. At global level, business expansion
which means to extend and add more value, if any kind of strategic or creative thinking aligned.
Brand can gain more benefit from increasing growth rate, reduce price or cost. It is simply

known as trick of business success where Lidl store brand align themselves with most
compatible partners. Therefore, it has been increased the value to potential consumers and
enhance the positive brand experience.
If brands are completely non-competing then there are great potential opportunities for
targeting the rapid audience for purpose of brand expansion. This can help for introducing their
client to their partners. It is all about the way to reach towards new audience and pay more
attention towards right brands.
In context of domestic level, the collaboration of Lidl store is aligned brand with another
one. There is no specific guarantees for actual success and strategy that can easily failure.
Sometimes, it is difficult to change the brand expansion policies because it has already fixed
specific policies or procedures. It should be combined the audience that will help for establishing
a better understanding towards collaboration.
In global collaboration with partners that Lidl store firm has engaged in collaboration with
domestically. Manager of Lidl store would have established a better collaboration with foreign
consumers. It might have supports to lead as innovation which takes place at all. Whenever, an
advancement of innovation which means that enhance the collaboration with foreign client.
Although, it can supply as lead the better innovation and can easily established a strong
collaboration with both domestic as well as global ways.
In term of global aspect, Lidl can use different online platform to find out the interest,
demand of potential consumers. Afterwards, it provide the better quality of product as well as
service on the basis of their demand. This can possible due to collaboration between domestic as
well as international level.
TASK 4
Discuss the different types of techniques for measuring and managing brand values by using
specific organizational examples.
Brand Equity is defined as value that brand delivers to the organization. It may be derived
from higher revenue, lower its marketing price or cost, premium prices even favourable
negotiating the specific power within particular vendors. It is very important aspect to measure
all necessary sources, especially values that can be expressed in different ways. In Lidl, There
are different techniques or method uses for measuring or managing the particular brand values in
marketplace.

Brand Awareness-
The potential consumer knowledge of particular goods and services, which plays
important role in the Lidl store firm. This company has been analysed the better understanding
towards potential consumers. Manager of enterprise is not being able to handle or avoid any kind
of thinking related brand. Lidl store can understand the efficient leading indicators of potential
client awareness (Zumitzavan, 2020). Lidl Company can be tried to conversation share and large
amount of time within specific brand on the basis of everyday conversation. In this way, Lidl
Company can easily measure brand awareness among targeted audience in different forms.
Usually, company has been used the different methodologies to develop understanding how they
can aware of idea client. It involves survey, focus groups, social mentions and local store traffic.
For purpose of brand awareness, Lidl can use digitalization conceptual termed to increase
the visibility of business in global world. Various tools involves social media, Facebook etc.
Brand Value-
It is based on the business approach that needs to be important part of Lidl brand. it is
simply represents the sales, replacement value of enterprise. Sometimes, it is also identified the
relevant for investors and generate accurate result or outcome. Whenever, Lidl store can always
try to maintain the brand value, look at the achieved revenue premium over non-branded generic
alternatives. Brand value is important aspect of Lidl store where analysing the particular issue or
problem for purpose of revenue generations. Initially, it is important to calculate the premium
value and estimated the actual needs for them. Lidl should have focused on identifying the
market, analysing critical issue or problem.
Consumer Attitudes-
Consumer behaviour is the basically study about the individuals people perception
towards product as well as service. Lidl store is always focused on the targeting the consumer
and identify their feelings, behavioural intentions. Afterwards, company has been decided to
launch a new product according to the demand of potential consumers. Sometimes, Lidl store can
hold both positive belief, assumption towards an object. The primary attitude of consumer is
consider an essential aspect of buying behaviour (Zumitzavan, 2020). Therefore, A Lidl store can
pay more attention towards potential consumer’s attitudes. A marketers needs to know an
essential aspects of client. Equally important for marketers are understands how they can
organise or manage in proper manner.