Brand Management and Equity Strategies

This assignment delves into the crucial aspects of brand management and brand equity strategies. It analyzes various theoretical frameworks and real-world case studies to understand how brands cultivate value and influence consumer perception. A particular focus is placed on the challenges and opportunities of managing luxury brands in today's dynamic marketplace.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1...........................................................................................................................................1
P1 Significance of branding as a marketing tool and it has emerged in business practice.........1
P2. Key components of a successful brand strategy for managing and building brand equity...3
TASK 2............................................................................................................................................5
P3 Various strategies of brand hierarchy, portfolio management and brand equity management
.....................................................................................................................................................5
TASK 3............................................................................................................................................7
P4 Brands are managed collaboratively and in partnership........................................................7
TASK 4............................................................................................................................................9
P5 Various kinds of methods and tools for evaluating and managing brand value....................9
CONCLUSION ............................................................................................................................11
.......................................................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management refers to a marketing function which uses effective tools and
techniques to enhance perceived value of services and product line. Brand management is a
necessary activity for each business firm in order to manage all the intangible as well as tangible
characteristics of specific brand in market. Under the tangible elements includes cost, products,
packaging and also the some other things which are helpful on determining the experience of
consumers. The present report will discuss certain basic concepts about Brand and Brand
management.
The second part of the report will focus on two selected brands and how the brands are managed
very successfully by suing application of effective models, theories and also concepts. This
report is based on Apple company and it is a large multinational technology firm that deals in
developing as well as selling computer software, online services and customer electronics (Annie
Jin, 2012). In third part of report mentions about the various stargates of brand hierarchy,
portfolio management and also the brand equity. Apple business firm uses various kinds of
technologies for managing its brand value at market place.
TASK 1
P1 Significance of branding as a marketing tool and it has emerged in business practice
Definitions of Brand
1. It is a unique symbol, signs, designs, words or can say combination of all these,
employed in developing a reputation which determines that product is differentiate from
another company's products (Annie Jin, 2012).
2. A brand is a product, concept and also service which is publicly different from other
services or products so that it can easily communicated (Bigné, Currás-Pérez and Aldás-
Manzano, 2012). Generally, it is protected from the use through others with the help of
securing service or trademark from authorized agency.
Branding is an effective marketing tools as its helps in reaching to consumers and
enhancing sales in an proper and systematic manner. Under this, good brand increased profit as
well as reputation of firm.
Branding is the necessary factor to business firm in order to show a positive image of
products and services in front of consumers in market place. It is necessary that business firm
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should be create its better brand image and particular name of services and products. In context
of using this process, it is necessary for Apple to use different types of beneficial methods which
are helpful in maintaining a better and also good image of products like for an instance logo,
packaging and some other unique specifications (Bigné, Currás-Pérez and Aldás-Manzano,
2012). The main motive of brand is to differentiate the goods and quality of products which are
helpful in developing customer’s loyalty for a long period of time. If the brand name of an
organisation will be good then in this case, a large number of people will be attracted towards it.
Apple has a big brand name and it has a large number of loyalty consumers in the market place.
At the market place, Apple has a good brand image at the market place.. The effective and better
brand image of a business firm is helpful in enhancing sales as well as profit level in a proper
manner. There are some importance of branding are given below as above:
Branding helps in increasing recognition- The brand logo is necessary element which
helps in inviting along with attracting more consumers which can directly contribute towards
enhancing the sales and also profitability of a business firm. If the barns name of products will be
good then from this goodwill of firm will be enhanced in a proper manner (Braun, Kavaratzis
and Zenker, 2013). It is necessary that Apple should represent a unique logo, it can develop the
good brand image in consumers mind. It helps in differentiate the Apple company products to
other firm.
Building trust- It is a procedure which will be helpful in maintaining and developing
trust in between the consumers for a long period of time. In the present time period, persons like
for an instance to buy the good quality and branded products. The main objective of business
firm is to fulfil needs and wants of consumers. It will be helpful in building and maintaining trust
of customers (Brodie and et. al., 2013). Apple gives an innovate and also unique goods and
services to connect the consumers. Brand is helpful in making a strong connection with the target
audience and develop confidence among them.
Branding helps in attracting new consumers- Major aim of branding is to attract new
consumers towards the products as well as company. If firm will provide the attractive
specifications in its products, then it will be helpful in attract a large number of people towards
company. In order to increase more people, Apple provides attractive and unique features in
products to customers.
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Inspire employees- In Apple, staff members are main part which work on accomplishing
the desired aims and objectives in an effective manner. It is necessary that managers should
motivate workers, from this they can work on achieving set organisational aim (Buil, De
Chernatony and Martínez, 2013). If employees will understand organisational objectives in a
proper manner, then they will get the accurate outcomes.
Brand sets an expectation- In the present time period, company manufactures goods and
services on the basis of consumers’ needs and their preferences. It helps in increasing consumer
prospectus towards the products and services of company. It is necessary that firm should
provide high quality of products to its customers.
Brand- Brand is that thing which attract the people through its uniqueness and also develop
some value towards the consumers (Braun, Kavaratzis and Zenker, 2013).
Products- These are manufactured through business firm and then later provided to consumers
at reasonable cost (Brodie and et. al., 2013).
Difference among Product and Brand are given below as above:
BRAND PRODUCT
 Brand are totally varied from the other
and also have unique and attractive
specifications which can attract the
consumers in an easy manner. It helps
in building the goods value for some
limited period of time. It helps in
building the expectations and
perception of consumers.
 Brand is helpful in creating an
unforgettable experience.
 It has some uniqueness in its nature and
any competitor can not copied.
 Once brand is developed, it does not
obsolete and will remain same.
 Products can easily copied through
competitors. They can obsolete and
outdated easily. They are developed
through company and it should be buy
through consumers exchange of the
money.
 It is necessary that the quality of goods
should be better and also, satisfy needs
and wants of consumers.
 Products have not any uniqueness in
their nature and it can easily copied
through any competitors.
 It can be obsolete in respect to the time.
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Hence, branding is main key component which helps on contribution towards the success
of an organisation (Christiaans, 2012). It is helpful in making an effective connective between
target audiences and also gain their trust towards the services and goods of Apple. It helps in
enhancing the development and profitability of Apple. From this, firm can gain various
competitive benefits in the market place.
Brand equity- It explains about the brand value. It is an intangible assets and their values are
seen by its affects on suppliers, consumers and also partners (Buil, De Chernatony and Martínez,
2013).
M1
Brand is helpful in making business successful. In regards to manage brand in a
successful manner, Apple business organisation uses an effective strategy of brand equity and
used the Keller's Brand equity model as it helps in making brand stronger. Under the model of
Keller's Brand equity some stages are given below:
 Brand equity
 Brand meaning
 Brand response
 Brand Resonance
There are some advantages and disadvantages of brand:
Advantages Disadvantages
Branding is helpful in aware people about new
or modifying products of firm.
It includes more cost in production.
Have legal protection from strong competitors Manufacturing process is complex
It has consistency at market place. Complex to maintain
More margin of profit Expensive and also difficult to change
P2. Key components of a successful brand strategy for managing and building brand equity
Brand equity refers to a brand value which is helpful in analysing perception and
experience of consumers in the market place. It is the value premium which a business firm
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generates from goods with an effective recognizable name. Brand value is identified through the
experience and also, expectation of customers with brand (Esch, and et. al., 2014). To make a
positive image of brand in front of customers, it is necessary for an organisation to manufacture
qualitative products. On the other hand of firm will not provide better qualitative products and
not reasonable cost, then from this negative impact will be generated. So, in this context, it is
necessary for the multinational organisations to develop new as well as innovative goods to
invite more consumers in business firm. The qualitative method is helpful in analysing goodwill
as well as reputation of a business firm between consumers mind. It consists association,
awareness and also the loyalty towards brand which provides satisfaction to actual customers
(Hanna and Rowley, 2011). There are some key elements which are helpful in making the brand
successful mentions below as above:
Digital marketing- Apple business firm uses a digital technology in determining its
brand related strategies and also results from public relation. Digitalisation is a main component
of the marketing. It is necessary as well as easy for the Apple business organisation to use the
effective digital technology in order to producing an effective or innovative ideas in new services
and products. It is helpful in attracting large number of people towards Apple business firm.
Public relation- In order to doing business in a proper manner, it is essential to develop
effective goals and objectives of an organisation. It is important that employees should clearly
know about the aims and target of company (Hollebeek, 2011). It is necessary for Apple business
firm to determine all key customers for giving an effective or better quality of services and
goods. Apple is a big brand which offer the qualitative and unique produces which are varied
from the other rivals at market place.
Social media- It is a most important promotion method which helps in aware people
about the features and products. It is helpful in developing a good brand image in the mind of
users. In this more world, people are advanced and they also need an advanced technology. The
large number of people connected with social media for gaining effective information. Apple
company used social media for aware people about its new products and enhancing its brand
image between consumers.
There are some factors which helps in building a strong equality of brand:
Awareness- Brand defines a particular strategy which is helpful for creating better value
and image at market place (Hutter and et. al., 2013). Apple business firm uses different methods
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or techniques in order to spreading an awareness regarding brand to consumers. Through using
effective process, consumers believe in accurate information about brand by social media,
internet services and many others.
Strategy- It is essential for Apple business firm to develop effective particular aims and
gaols for accomplishing set objectives of an organisation. It is important for creating an effective
planning and also strategy for reaching in an effective or proper manner. Brand provides an
unique and good quality products to its consumers which need to aware people at the market
place.
Communication- It is a demand of the brand equity for making proper and clear
communication with customers to maintaining reputation of an organisation at market place
(Hwang and Kandampully, 2012). It will be helpful in determining and also evaluating needs of
consumers towards the particular products.
There are many challenges which are faced by the Apple business firm in developing a
brand:
Improving quality of software- In context to Apple business firm, it released some big
updates like iOS9 that make the devices of Apple better. But from this update, in many of the
devices many bugs are develops which impacts on its mobile phones badly (Jiang and Iles,
2011). So, it is necessary that this firm should use a better quality of software.
Technology challenge- The specifications of iPhone is better. A radical innovation of
the Apple machine seems to running out. But in some phones there is a radical improvement
over the predecessor in context to technological abilities and also physical attributes.
Economy challenge- Apple has a big and also strong brand name at market place. The
prices of its products are very high. So from this the sales of its products are not much high. It is
a main challenge which are faced by Apple company.
TASK 2
P3 Various strategies of brand hierarchy, portfolio management and brand equity management
Brand management is an effective planning process in order to determine the good brand
image in the mind of consumers. It is helpful in developing a better relationship among the
business firm and also consumers (Jiang and Iles, 2011). Strong brand management is helpful in
maintaining positive brand image and increasing consumer awareness towards goods and
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services. It helps in increasing profit level of an organisation. Apple is a big multinational
business firm which deals in the development of software as well as hardware for introducing,
designing and also selling computer, mobile devices, services etc. for Apple company, brand
management is important in order to connecting with consumers for long time period. The main
focus of Apple business firm to sustain consumers for long time period. Business firm can
determine perception of customers between its products through branding.
Portfolio management- The main focus of this approach is to capture large market share and
also increase market share by the minimum risk. This strategy of portfolio management through
various business firms when they deals in more brands, companies as well as services with in
particular brand. On the basis of this strategy, each brand has its legal authorities as well as
trademark which can make the services and product unique in a proper an effective manner
(Kapferer, 2017). Under this two different kinds of strategies are included which are passive and
active.
Active portfolio management- It is based on fact which Apple company can capture a
more market share with specific style. Apple business organisation has its own effective brand
strategies which is helpful in providing an effective advantages to firm.
Passive portfolio management- The main focus of this passive strategy on the decision
making which are taken through investors of an organisation. Forecasting of services and goods
are not included in this. In this present time period, Apple capture large market share rapidly in
many countries. It has a good relationship with the target customers.
Brand equity strategy- In this, there are different factors which can be impact with strength of
particular services as well as products (Li and Kambele, 2012). The strategy of brand equity
gives a strong brand to consumers consider regarding its services and products.
Consumer Based Brand Equity (CBBE model)
This is an effective model which are helpful in managing a brand equity of a business
firm. This model is given by Kevin Lane Keller. CBBE model is given below as above:
Step: 1 Brand Identity: It is a necessary aspect which defines a particular identity which
is fully different from the other rivals.
Step: 2 Brand Meaning: Under this a strong brand name is helpful in minimising a
confusion in the mind of consumers. It mentions an objectives and also goals in a proper manner.
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Step: 3 Brand Response: It shows response about brand brands to company and it is
helpful in enhancing the purchase of an organisation.
Step: 4 Brand Resonance: Main motive of thus stage is to develop a positive image of
Apple goods and services in front of customers as comparison to its competitors (Lucarelli and
Olof Berg, 2011). It helps in enhancing the loyalty of consumers.
Brand hierarchy- Brand hierarchy is a summarised branding strategy through displaying
common nature and number of elements of brand across products and services of an
organisation. In context to this, there are three main objectives of the brand architecture given
below as above:
Leverage- An organised architecture of strategical brand which can give a leverage to
Apple business firm so that company can increase its brand in a horizontally as well as vertically
so from this it can cover a whole segment.
Clarity- It is necessary that the brand hierarchy should also promote a clarity to offering
at the market place but in an internal business firm. In context to Apple, this firm should see the
clarity in its brand.
Synergy- This kind of brand strategy permits for the Apple to delivering a brand promise
to achieved the brand in a proper and effective manner.
There are some main reason of the brand hierarchy which are given below as above:
Disordered brand undermine future planning of business- The successful businesses
relies on some of various factors (Rosenbaum-Elliott, Percy and Pervan, 2015). It is necessary
that the Apple business firm should should maintain its effective structure to that resources
should allocate resources in a proper manner and it directly impact on business related strategies.
Consumer confusion- If the customers will get confused then in this case they are not
understand about the products which are providing through Apple business firm. It is necessary
for company to provide proper information about the products to customers. It will get the good
competitive advantage to firm.
TASK 3
P4 Brands are managed collaboratively and in partnership
There are different information technology brands but in this present time period Apple
and Microsoft are the most famous brand (Santos-Vijande and et. al., 2013). These two business
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firms maintain their brand at domestic and international level. These all are identified given
below:
Approach and strategies of brand extension- Every brand extension is regarded with
core goods (Brand equity strategy, 2017). Apple organisation enters in music sector so in context
to this there are some reasons which can assist manufacture of computer sells its films as well as
songs but brand manager should identify needs of consumers.
Brand extension- Apple is a leading organisation which is helpful in increasing its
launched as well as producing computers at market place. This firm developed different types of
mobile phones. The latest expansion of Apple brand is iPod.
There are different strategic approaches which are helpful in analysing potential for the
brand extension. These strategic approaches given below as above:
Brand portfolio management- Under this, management develop effective decisions
regarding brand which is used for the administer categories and also organise an effective
portfolio by weak brand.
Brand imagination- It explains about an integration of two or more than two brands for
the purpose of effective enlargement.
Innovation- Apple takes effective decisions which are in favour of an organisation (Som
and Blanckaert, 2015). It makes changes in its existing products by adding some new
specifications.
Apple business firm uses an Ansoff Growth matrix which is helpful in developing effective
strategies and plans for making the business effective. The main parts of Ansoff matrix are
given below as above:
Ansoff matrix Apple Microsoft
Market Penetration- In every year, Apple updates
its operating system and add
different characteristics in its
present products for maximise
quality. For attracting more
consumers, Apple business
organisation use different
effective promotional
It refers to a process where a
business firm will sell its
products to its current
consumers of particular goods.
It can be based an effective or
batter strategies in order to
promote the more goods at the
reasonable cost. It is helpful in
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strategies. enhancing sales.
Product development- Apple firm launched an iPhone
which are unique for its
current users through movable
and convenient devices.
It refers to development of
services and products for
consumers which are loyal to a
particular brand. It is a main
risk related strategy where
business firm is familiar with
its existing products not new.
Market development- The products of iPhones and
iPod of Apple organisation are
very famous.
During launching an current
services and products at the
market place which is known
as the market development.
Diversification- In context to Apple firm, it
develops its new and
innovative commodities which
are varied from its existing
goods and services. In this
includes iTunes because to
entering in music industry with
the help of phone and also
computer supporter which is
really hazardous.
It defines by developing a new
goods at the market place. In
this kind of strategy consist
various cost as well as risk of
every products and also aware
the consumers about this
(Spear and Roper, 2013).
Brand collaboration and also partnership- Cisco and Apple both are the developing best
experience through using different devices in the network of Cisco. They launch new goods such
as iOS integrations, latest technology and MacOS from Cisco which can support for connect
with the networks of firm (Zaglia, 2013). This can followed entire performance and execution of
company which essentially collaborate with voice and video of whole the security and safety
which are mainly retain business demands and requirements.
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TASK 4
P5 Various kinds of methods and tools for evaluating and managing brand value
Brand value is identify as an important and essential part of the business entity as to
support in making development, growth and success of company. It can be useful for them to
attract million number of clients towards business products and services. For retaining brand
value and image of the enterprise which can selects the different techniques that includes:
Explain brand value perspectives: It is identify as a prime phase where Apple can grow
their brand image over the competitors. It can be categorised into two main parts that consists
hard and soft perspectives (Hanna and Rowley, 2011). These are identify as a valuable aspects
for the clients because they see effective pricing strategies. Apple mainly emphasis on selecting
different communication channels which assist in implementing demand among various clients
as well as create awareness.
Determine brand value research goals and objectives: In the company, Apple identify
their desire objectives and targets of investigation. This support in attaining long term goals and
aims in an accurate manner as organisation concentrate on maximising success and growth by
introducing their new products.
Evaluate behaviour of customers towards particular brand: In this phase, company
researched with main motive for identifying preference, attitudes and taste of customers about
brand (Annie Jin, 2012). Apple basically organise such type of investigation for measuring
buyers demands and needs.
Identifying aspects of brand value: In this, company can utilise advertisement tools for
promoting or advertising their services and goods in marketplace. They also use various
communication channel such as promotions, public relation, sponsorship etc. all this are help in
attracting million customers towards business products.
Evaluate perceived brand discrimination: It is important process because in which
company can define the clients perception about brand value. Each and every organisations can
identifying and evaluating their product worth in an easy manner. Apple determine their brand
image for different competitors such as Microsoft, Samsung etc.
Take qualitative and quantitative research approach to collecting brand value: Both are
useful and essential methods for the organisation to identify needs and demands of the customers
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(Brodie and et. al., 2013). All business conduct such kind of approach for measuring brand
images in an effective and effectual manner.
Brand equity tracking and audit approach: Apple is popular and famous brand in
worldwide. Main motive of company is to analysing weakness, threats, opportunities and
strengths so the organisation will set SWOT analysis because it is important for them are as
follows:
Strength Weakness
New products: It is identifying as a prominent
power of company, so in this they cope up with
innovative things at time to time. It can
increase market share and gain more attention
effectively (Esch and et. al., 2014).
Leadership position: It is identified as a main
strength of the business organisation because it
is a leading business entity in automobile
sector.
Vertical integration: Respective firm is a
vertical integrated that handles certain business
such as software, hardware etc.
Design and technology: It is one of the main
strength of company which help them in
increasing sales and revenues.
Match the client’s expectation: Apple is a
Automobile business and their market share is
much high with the expectation.
Incompatibility: The main problem of
company is to look product and services
completable with another business.
Dependency of some products: Company has
only seven to eight products or services in its
portfolio.
Incompatibility: Large number of the products
of business are uncongenial with third-party
accessories.
Opportunities Threats
Innovation in technology: Apple can select
advanced technology which assists in earning
more profits.
Growth and development in market: Apply is
a famous and leading organisation because of
its quality products and services. It is essential
for giving growth and success in the nation
Market penetration: Phone sell are succeed by
other organisation which generates market
penetration in an effective and systematic
manner.
Challengers: It is identify as a main threat
where different number of challengers are deal
in smaller products or services.
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effectively.
New product development: Creation of
innovative products line is a best chance and
opportunity for the company.
Expansion in another areas: Expansion in
international and national marketplace.
Labour cost: The maximising labour cost and
value in different countries.
Competition: Aggressive Competition from
IBM, Dell, Microsoft and many others.
CONCLUSION
As per the above mentioned report, it can be concluded that brand management is very
essential part of the company development and growth. It is identify as a marketing technique
which is used by the business entity in order to measure their target customers, brand image,
positioning and perception of clients. Company needed to make better image in customer's mind
and marketplace. An enterprise has to implement innovative image and particular name of
products and services. For using this activity, company follow different kind of effective
approach for building effective packaging, Logo and different effective features. Company can
acquire maximum revenue and income with the use of brand quality. An organisation conduct a
research by using qualitative approach which assist in evaluating goodwill and reputation of an
enterprise among various clients mind. Apple is leading and multinational organisation which
concern in software and hardware development for introducing their products and services to
clients such as sell mobile phone, customers, computer electronics and online services.
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Online
Brand equity strategy 2017. [Online]. Available through:
<http://regions.cim.co.uk/london/home/news/2015-october/studying-or-not-why-brand-
equity-matters/>.
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