Brand Management In Marketing

BRAND MANAGEMENT |Successful INTRODUCTION 1 TASK 12 Key components of successful brand strategy for building and managing brand equity3 TASK 21 Various strategies of portfolio management, brand hierarchy and brand equity management1 TASK 36 Evaluation of brand extension and leverage6 TASK 48 Techniques used for managing and measuring brand awareness by Nestle8 CONCLUSION 11 REFERENCES 13 INTRODUCTION Brand management is important concept in marketing, it analyse, plan and manage that how a brand is perceiving in the market. Brand management

BRAND MANAGEMENT

Table of Contents
INTRODUCTION..........................................................................................................................1
TASK 1...........................................................................................................................................2
Key components of successful brand strategy for building and managing brand equity.......3
TASK 2...........................................................................................................................................1
Various strategies of portfolio management, brand hierarchy and brand equity management1
TASK 3...........................................................................................................................................6
Evaluation of brand extension and leverage...........................................................................6
TASK 4...........................................................................................................................................8
Techniques used for managing and measuring brand awareness by Nestle...........................8
CONCLUSION.............................................................................................................................11
REFERENCES.............................................................................................................................13

INTRODUCTION
Brand management is important concept in marketing, it analyse, plan and manage that
how a brand is perceiving in the market. It has tangible and intangible elements, where tangible
element include the product itself as well as its packaging, price, etc. Intangible element is
relationship of consumer with the brand and the experience of clients shared with brand. Brand
management study of Optimum Impression Ltd., which is an advertising organisation located in
UK will explain the importance of branding and will analyse how brand equity can be manage by
using brand strategy. The study will also cover various strategies of brand portfolio management
as well as brand hierarchy and brand equity management. How brand manage collaboration and
partnership at global and domestic level will also be analysed. Lastly different techniques will
evaluate used for managing brand value in the organisation.
1

TASK 1
Overview of brand and brand equity
“BRAND” is an expression of core functions of any product or service. It inhibits logo,
punchline, relative tags lines and other elements to increase its value in the market. Optimum
Impression Ltd an advertising organization is a well known body in field of advertisement.
Optimum Impression Ltd has built its brand and brand equity by following specific steps and
analysis:
“Brand equity” is the result of product's expressed commitments and the value it
receives from customers. It is that positive feedback which provide sustainable features to the
brand.
Stages of Building a successful brand
 Determine core strengths of the brand
 Deliver it suitable tag lines, logo and symbols
 Add some distinctive features to your brand
 Determine target Audience
 Analyse sustainability of brand
 Regular monitoring and brand auditing
The role of marketing department in creating brand equity
Marketing department facilitates brand equity by promoting organization's goals,
collaborating with different functional areas, reaches to potential customers and retain loyal one.
It plans, organize various strategic marketing functions to deliver desired needs of brand. It is
responsible to manage different digital platform and SEO to enhance online portals of brand.
Branding enhances brand's quality in market and among the customers. It involves
execution of all the marketing principles to provide brand a name, distinctive identity and
quality features (Çifci and et.al., 2016). Branding is an effective marketing tool as it positively
increase its brand equity. It increases the credibility of product in market and provides
significant image to the brand. It helps to attract and retain customers.
Successful strategy for strengthen brand equity
Brand equity can be increased by applying and understanding “Keller's Customer based
brand equity Model”. It clearly defines some important elements to ponder while enhancing
brand equity. Keller's CBBE model has four scales namely- Identity, Meaning, Response and
2

Relationships(Keller, 2016).
IDENTITY- To define brand core identity and what it will deliver. Brand identity needs to be
clear, authentic and relatable with the product/services. This will deliver brand a specific
understanding of different situation that arises during the act of purchase.
Optimum Impression Ltd has an identity of creating emotive, jovial and convivial
advertisement. It has clear influential logo and tag line to generate trust and responsiveness
among its clients.
MEANING- This stage includes brand imagery and performance. It depends highly on the
analysis of customers' needs. With significant identity, it is necessary for a brand to provide
what it promised to deliver.
Optimum Impression Ltd is conscious enough during the need analysis of customers and
maintains to provide quality services. Organization provide services as its brand name and
deliver utmost satisfactory services to the clients.
3
Illustration 1: Keller's CBBE Model
[Source: Keller's Brand Equity Model, 2018]

RESPONSE- Responses of customers for brand is the most considerable element that need to
be analysed by every manager(Keller, 2016). These are reciprocation of what we presented and
what they expected. By responses brand can be enhanced and evaluated.
Engaging and active participations in digital feedback campaign has provided Optimum
Impressions a great tool to evaluate its clients and customers.
RELATIONSHIPS- Relationships within the organizations and external bodies influence
organization's image, credibility of services provided by employees increases. Hence, managers
with related organizational staff must enhance employee engagement and customer engagement
measures(Keller, 2016).
Optimum Impression Ltd. has successfully generated brand equity by targeting touch points of
the customers. The customer engagement policies, commitments and quality services raises its
standards among its customers. Along with this, the organization can have long term impact on
its customers by CONSISTENCY, LOYALTY, QUALITY and hence establishing strong bond
with the customers.
The application of mentioned model is highly fruitful in determining the needs of the customers
and brand as well.
Advantages of model are:
 It provides sufficient guidelines to organizations for improve communication.
 It sensitizes the company regarding different customers' needs. It focuses on each and every possible aspect related to customers' buying behaviour.
Disadvantages of model are:
 It also consists of some elements that are not adequately necessary for industrial
marketing.
 It does not suggest any solutions with respect to the responses of the customers.
Benefits of branding for a business
Branding is utmost important process for every business. It has variant of advantages.
 For every business branding creates a channel of productivity. For instance, Optimum
impression Ltd. may undergo for the assessments of its services and customers and
conduct branding accordingly.
4

 It delivers recognition to the brand. The customers get to know the features of brand in a
deeper way in terms of its quality, sustainability.
 It provides strategic advantage to its products or services by providing it sufficient key
features of recognition and thus increase the image of the services or products in the
market.
Hence, every organisation must adopt a suitable branding measures after an appropriate analysis
of market, customers and availability of resources.
Strategies for Brand extension: Line extension, Product development, Market extension,
Geographic extension are some characters of Brand extension. Brand can be stretched or
developed on the basis of its demands, equity and popularity in markets.
Line extension: is the primary step and an easy approach to brand extension, where
brand release different varieties of same product.
Product development: is the next step where a brand introduce a different category of
product/services.
Market extension: developing brand in different service sectors by providing different
services and can be applied only after a well established framework of brand.
Geographic extension: introducing the brand to new geographic area and new customers.
It is complicated yet effective brand extension approach.
Optimum Impression Ltd has extended its services globally wit the help of its effective
IT infrastructure irrespective of culture, geographic boundaries. It has attracted clients in
different counties with the help of various brand development strategies.
Optimum advertising agency cultivate a global image in the market by the help of
different relevant analysis of its services as well as advanced technological enhancements. It
continues to generate a distinctive image to that of its competitor by the help of diversified
knowledge of different culture. It has implemented geographic extension with spreading its
reach to different segments of services.
Key components of successful brand strategy for building and managing brand equity
Building Brand Equity-
Brand equity can be build by strong Brand positioning, Brand loyalty, Customer
5

Satisfaction and Customer engagement
Brand positioning: Refers to create a significant impression of brand on customers. It delivers
competitive advantage to the brand by highlighting its key elements. Brand can be positioned by
generating a relevant name, unique features.
Optimum Impression Ltd has positioned its brand name by adding specific tag line
which personify its services. Linking its advertisements with its name has delivered it expected
outcomes.
Brand Loyalty: to increase value to the brand so the customers remain attached to it. Brand
loyalty increases with increased sustainable quality features for a considerable amount of time.
Optimum Impressions Ltd has directly focused on service loyalty by maintaining its
quality services, connecting and triggering touch points of different clients based on their
requirements.
Customer satisfactions: Brand must satisfy its customers by fulfilling their expectations. On
time services, quality maintenance and grievance resolution are some common approaches to
deliver customer satisfaction.
Customer engagement is one of the element to increase customer satisfaction. Engaging
customers by continuous delivery of upcoming offers, new policies and services to the brand or
organization increase their engagement. This engagement increase connectivity and customer
bond with organization.
Optimum Impressions Ltd has effective customer engagement tools to conduct online
feedback and survey activities. These tools deliver customer feedbacks as well as platforms to
evaluate the brand sustainability. It provides flexible and customized services to the customers
thus, providing the highest degree of customer satisfaction.
Brand equity can be managed by Brand Revitalization, Brand reinforcement
Reinforcing and revitalising brands increases Brand equity and manage brand crises. Brand
crises can be removed by continuous monitoring, evaluating brand performance and brand audit
on a regular basis.
Brand crises may occur in terms of its sales, loss in customers loyalty, threats due to
6

competitive brand(Keller, 2016). Organizations must analyse their competitors and needs of
customers to slow down theses crises.
Brand Revitalization involve making drastic variations in existing product after its maturity to
maintain its popularity and demand in the market. Following are the reasons for brand
revitalization(Kiddon, 2016).
Optimum Impressions Ltd has adopted strategic Brand Revitalization measures in past years to
deliver variant services in the sector of advertisement. Depends upon the availability of
resources and support the organization have, it continuously gathered brand value by
revitalising measures.
Brand reinforcement involve activities like spreading brand awareness and highlighting its
positive impact and image to the customers who have already used the product/service. Brand
reinforcement is elementary to align with new concepts, new technology related to market
(Baldus, Voorhees and Calantone, 2015).
Optimum Impressions Ltd have been reinforcing its services with the help of digital
platform. It continuously reaching to its customers with relatively advanced customised
services.
Challenges:
Optimum Impression Ltd. Faced the situations like technological and survival crises. These
7
Illustration 2: Reasons for brand revitalization
[Source: Brand Revitalization, 2018]

crises and situations are effectively managed by the team of the organization. For technological
crises the brand undergo for various funding and capital accumulations. Other than this, it also
analyses the effectiveness of different technologies and its feasibility.
Apart from this, the survival crises managed by advanced market analysis and requirements for
brand sustainability by the help of effective marketing analysis tools and models.
CONCLUSION- Branding is an effective marketing tool that generate quality, credibility,
value loyalty to the services. Marketing tools such as digital platforms, Traditional media,
different promotional activities all can be clearly defined by proper branding(Ferguson,2016).
Branding delivers attractive, creative and innovative features to marketing tools. The
promotional strategies receive efficient framework to trigger target customers through branding.
Different branding strategies are directly connected with marketing tools. Branding delivers
suitable and relevant touch lines to the product/services(Phau, 2016). It makes the marketing
procedures easy and relatable with the customers. Promotional strategies turns to be highly
content and specific after branding measures.
Marketing tools strengthen the image of brand while branding create meaningful
strategic framework by providing specific introduction and competitive edge to the product and
services(Lau, 2016). Public relations get enhanced with branding and marketing tools by the
help of factors related to it like customer feedback, expectations, commitments, strong punch
lines, logo and relatable brand name.
Along with it, Branding ensures valuable services, which facilitates marketing tools to
cultivate effective and positive impact on customers. Branding also provide tremendous amount
of responsiveness to the product or services (Kiddon, 2016).
The above contents have described various aspects related to Branding. The report have
shown some strategies to strengthen brand equity, brand extensions. It has also presented the
ways to manage brand crises by revitalizing and reinforcement of brand. It has also summarized
the application of brand equity model to strengthen brand equity measures.
8

Benefits of branding for a business
Branding is utmost important process for every business. It has variant of advantages.
 For every business branding creates a channel of productivity. For instance, Optimum
impression Ltd. may undergo for the assessments of its services and customers and
conduct branding accordingly.
 It delivers recognition to the brand. The customers get to know the features of brand in a
deeper way in terms of its quality, sustainability.
 It provides strategic advantage to its products or services by providing it sufficient key
features of recognition and thus increase the image of the services or products in the
market.
Hence, every organisation must adopt a suitable branding measures after an appropriate analysis
of market, customers and availability of resources.
TASK 2
Various strategies of portfolio management, brand hierarchy and brand equity management
Brand portfolio strategy of Nestle
Brand portfolio used to encompass all the entity of different services, companies and
brands under which large businesses operates. Brand portfolio strategy is an effective creation,
management and deployment of brand assets which support growth of business. The strategy is
concern with addressing how an organisation can use its brand to achieve top to bottom line
growth (Brodie and De Chernatony, 2018). There are various strategies used by Nestle and it
impacts on growth of business and future success by how brand portfolio is managed.
Nestle focus on ideal portfolio that fit with the vision of the industry and its future in the
marketplace. Developing strategy of managing brand portfolio of Nestle include brand portfolio,
roles of portfolio, portfolio structure, product-defining roles, portfolio graphics and brand scope.
These strategies help manager of the organisation by creating brand visibility, it creates cost
efficiency and strengthen association. There are various brand portfolio models such as: Branded
house, Endorsed brands, Sub- brands and House of brands.
Branded house- Branded house means that company itself is the brand and all the sub-
brands and their products are marketed as the corporate brand name. Nestle use mostly single

major brand across its multiple services and categories. In simple words; in this strategy the
organisation brand should stand for something and it should present itself as a brand. According
to this strategy if Nestle using this tool then Sub Brands of Nestle can present in consumer's
mind and in market as the name of Nestle only, for example; Maggi not market as the brand
name it can be known as Nestle Maggi.
The advantages of Branded House
 It focusing brand marketing on single brand image and brand strategy.
 It can work as assurance of quality by using parent brand name.
The Disadvantages of Branded House
 If services or products goes through a crisis, the parent brand as a whole suffer.
House of brand- A House of brand is multi brand strategy that markets a range of separate brand
names. In this tool each brand is supported by its own distinctive marketing strategy. It is most
powerful model of brand portfolio and in this, company owns various brands and when possible
they own several brand in same category. Nestle is known for the House of brand organisation
and their each sub brands are supported by an expert marketing staff with a substantial marketing
budget. For example the sub brands are of Nestle are; Nescafe`, Kit Kat, Maggi are marketed as
the brand name not using the name of Nestle.
Advantages of House of brand
 It is the creation of numerous strong independent brands and full liberty in creating the
identity and each brand have freedom to create different brand strategy.
 Presence in various market niches and able to target different audience.
The disadvantage of House of brand
 It is the significant resources required to support such approach and the fact that every
brand needs its own strategy, marketing activities and identity is financial disadvantage
for the organisation.
 Success will not be attribute to the parent brand.
BCG growth share matrix of Nestle
BCG matrix also known as the growth share matrix that is used by Nestle to classify their
business units, services or products into four different categories: Dogs, Cash Cows, Stars and
Question Mark.

Star products- Star products of Nestle have high market share and market growth is also
significantly high. Nestle's wide range of mineral water has benefited from the combination of
emerging markets and healthier lifestyle. Although this product require large amount of
investment in order to differentiate the product from competitors. Leading coffee brand of Nestle
in UK market.
Cash cows- Cash cows are of high share of a low growth market. This business unit
require a little investment. Nesquick from Nestle come under this category.
Dogs- Products are in this category have low market share and low market growth. Nestle
products come under this category are introduced by the company for sports person such as
nutrient bars.
Question Mark- This strategic business unit have low market share of a high market
growth. In terms of Nestle, Maggi 2 minute noodle currently required a lot of investment in order
to capitalize on the developing segment which may not offer the high return on investment to the
organisation.
Hierarchy management of brands within organisation's portfolio
Brand hierarchy management refers to summarizing the brand strategy by analysing the
nature and number of distinctive and common elements of brands. Brand hierarchy is the
realisation after portfolio management that there are various ways depending on how Nestle can
use different brand elements to segment, basically there are four levels of brand hierarchy, that
are: Corporate brand, family brand, individual brand and modifiers.
The company practises Corporate Branding in the organisation. For example the
organisation name used as product brand name (Çifci and et.al., 2016). Company use corporate
brand equity to create brand recognition. But the marketing strategy of industry is to give its own
unique brand name to each product or services in the portfolio. Also, as the organisation is
advertising agency so the services are classified based on endorsing brands of those products or
services that shares common benefit. Brand hierarchy is classified under nature and products of
collaborative companies.

Brand hierarchy of Nestle
Maggi Maggi is an international brand of seasoning, instant soups, and noodles that
originated in Switzerland in late 19th century
Kitkat It was established by Nestle in year 1988.
Espresso The coffee beans are roasted to achieve a rich, intense taste needed for this
classic type coffee. A short but deeply satisfying cup with a velvety golden-
brown crema lay.
Milo This was created by firm in year 1934.
Strategies used for managing brand equity within the organisations portfolio
Brand equity refers to adding value to company's products or services which include
value of brand, implicitly of patent, trademark and proprietary technologies. Organisation can
create brand equity for their services or products by making them easily recognisable,
4
Illustration 1: Levels of brand hierarchy
Source: (Nestle brand hierarchy, 2013)

memorable and superior in reliability and quality and it can be done by mass marketing
campaign. Brand equity has following basic components; Consumer perception, positive and
negative effects and lastly the resulting value (Dessart, Veloutsou and Morgan-Thomas, 2015).
Managing brand equity is essential because it indicates company's performance and strength in
the marketplace. Following are some points which is used in Nestle To manage brand equity:
Build superior value in offer
When other companies or consumers choose any brand for their advertising contracts
they are selecting specific company or brand amongst all the other competitors. Hence, the
organisation is focusing on providing more value to each service that launch or promote products
or services of client by this they manage equity effectively.
Continuous Differentiation
For managing equity of the brand, Nestle Brings continuous differentiation in their
service and advertising process. Also, different products need various type of advertising and
promotion media, on that basis company bring innovation in their promotional activity
(Ferguson, Lau and Phau, 2016). Nestle Known for their creativity and different tactics for
attracting consumers by advertisement.
Continuous Expansion
Strong brand equity can managed and built by brands that expand strongly. Nestle
Expand its services that ensures consumer regard to the operational size and capability of
business. The expansion is based on client area, audience segment, etc.
M3
Nestle Use some key elements to manage its brand portfolio. They add brands to their
portfolio to address future opportunities and proactively eliminate weak and redundant brands
from the portfolio. They believe in keeping things simple that easy to manage and involve the
senior management in the portfolio management process. There are some advantages as well as
disadvantages of the brand portfolio models:
Advantages- Branded house maximize scale and focus on the single brand. House of
brand create distinct corporate brand, minimize risk due to diversification, company can stretch
the brand to cover other target market.
5

Disadvantages- Branded house can constraint innovation and growth of the organisation.
House of brand is hard to manage because of complexity and senior manager cannot focus on
each individual brand (France, Merrilees and Miller, 2015).
TASK 3
Evaluation of brand extension and leverage
Brand leveraging is a strategy that use the power and fame of existing brand name to
support organisation entry into new product that is related to category of existing products by
provide information relate to the products to consumer. Brand leveraging is an important part to
introduce new product to consumers.
Strategies of leveraging the brand
Line extension strategy
Stretching the brand vertically
Brand extension
Co-branding
Brand Extension
Brand extension refers to the situation when organisation use established brand name to
introduce new service or product (Gambetti and Graffigna, 2015). Extending brand outside its
core product commodity or service can be beneficial as it gives opportunity of evaluating product
category, it identifies requirement of resources and measure brand appeal and relevance.
Types of brand Extensions
 Similar product in a variant form the original parent product
 Companion products
 Same customer base
 Designer/image status of new products
Difference between line extension and brand extension
Line Extension Brand Extension
Line extension is a marketing strategy to the
expansion of company's existing product line
by adding varieties of flavours and new
features by using existing brand name.
Brand extension is a marketing strategy that
organisation use same brand name to enter into
new market and new product that is different
from existing product line.
6

For example; Coca-cola is a soft drink
manufacturer and expand its line of product by
launching diet cola and other flavours like
cherry in cola line.
For example; Well recognise brand Nike is
known for shoes but it extends the product
segment such as soccer balls, golf equipments,
sunglasses, etc. with using the existing
established brand name.
Advantage of brand extension
Brand extension can increase promotional expenditure's efficiency of the organisation
and reduction of cost in new brand development and introduction. It increases brand awareness
and help in meet consumer expectations. Brand extension bring new consumers into brand
franchise and increase market coverage.
Disadvantage of brand extension
Weakness of brand extension is that if the company have poor choice in extending brand
can dilute core brand and there is risk of brand integrity (Judith Washburn, Brian Till, Randi
Priluck, 2016). Negative association and wrong communication strategy create risk of harm to
the parent brand.
Brand stretching/Vertical Extension
Brand stretching refers to the act of using established brand name to introduce new
launch product that is unrelated to the existing product range. For example; Nestle Is an
advertising organisation and use the brand name and introduce its new service which is not
related to advertising or marketing. In Brand stretching, company introduce very opposite or non
related product line from its current product range or services.
Advantages of Brand stretching/Vertical extension
Consumers are already aware of the existing brand and it helps in promoting new
products with the use of established brand (Keller, 2016). Brand stretching make distribution
process easier.
Disadvantages of Brand stretching/Vertical extension
Stretching a brand too far from its core product range or line will create the original brand
distraction. Vertical extensions have higher rate of risk.
Organisation can analyse the market trend and consumer demand as well as the
possibility percentage of success in that particular new product class and provide information
7

about the brand extension in order to decrease consumer uncertainty. It is also suggested to the
company to develop and implement effectively their marketing strategy to aware consumers
about brand extension or new product launch. To overcome these weaknesses, it is suggested to
the industry to analyse the weaknesses in depth and appoint a special department to look upon it
and it is also suggested to the organisation to use distancing techniques to limit harm or damage
to the parent brand.
Brand reinforcement and revitalisation
Brand reinforcement refers to maintain brand equity and to make sure that consumers
have necessary information and knowledge so that brands have brand equity by necessary
sources. Some times company have to face the failure of brand reinforcement strategy due to
emergence of competitors and new technologies, change in trend and consumer taste and
preferences (Light and Kiddon, 2016). Brand reinforcement and revitalisation involve:
maintaining consistency of brand, protecting sources of brand equity, etc.
Collaborative and partnership agreements
Collaborative partnerships are actions and agreements made by willing one or more
organisation to share resources to achieve mutual goals. For collaborative partnership
successfully in domestic and globally; organisation can do Co-branding.
Co-branding is a marketing strategy that refers to partnership of two or more brands. In
simple words, co-branding is advertising practise where more than two brands come together to
develop service or products which is going to introduce to just one audience. Nestle Can
collaborate as co-branding to other brand to extend the business successfully at domestic and
global level (Marc Logman, 2014). There are various strategies of Co-branding:
1. Market penetration- This strategy seeks to preserve the current market share and name of
existing brand of two merged or partnered organisation.
2. Brand reinforcement strategy- This strategy is used by the company to represent new
product line by the use of new brand name.
3. Global brand strategy- It focuses on to serve all consumers with single co-brand.
4. Brand extension strategy- This strategy create new co-branded name to be used only in
new market.
8

TASK 4
Techniques used for managing and measuring brand awareness by Nestle
Brand awareness
Brand is an identifying mark which is used by a particular company. This helps to
identify a product and distinguish it from other product and services.
There are some ways which helps in measuring brand awareness for its particular
products which are-
Surveys- Nestle use surveys method by E-mail, website and telephone for measuring
brand awareness as they ask their existing customers that how they heard and came to know
about their product (Tim Bottorff, 2017). They ask random selection of people if they are
familiar with their product.
Use Social listening- Company use the most effective way to know that if people are
aware from their product or not, for that it looks at social sites where people are talking about
their product. Social listening allows them to hear consumer's thoughts.
Search engine queries- It is the most effective way to examine is how search engine
users are finding their sites. Branded queries related to product indicates the strongest connection
between audience awareness and information seeking behaviours.
Despite of measuring brand awareness, brand management is also important and for that,
company use some ways which are-
 Building a better brand experience for customers.
 Creating a unique and consistent brand identity.
Brand value: Brand value is a financial asset for Nestle which company maintain in its
balance sheet. It is a particular sign for a particular company and it depends on quality of
product.
Measuring Brand Value: Nestle measures its brand value by analysing consumer
mindset like how many customers are aware of brand, how they associate themselves with
products, what attitude customers have towards brand and how much they attached and relate
themselves with products. Considering market performance such as productivity efficiency,
distributive efficiency, product performance, technological progressiveness and stock price are
going higher or lower. These are tool which help Nestle to measure brand value (Wai Jin
Thomas Lee, Aron O’Cass, Phyra Sok, 2017).
9

Managing Brand Value: Nestle can manage brand value by implementing marketing
activities and programs such as analysing customers mindset like their tests, interests for
particular brand or product and growing brand equity. By improving loops in its products. For
that company can survey for its products with social sites and apps and by advertising its
products in proper manner. Nestle also invests in various market to manage its brand value.
Consumer attitude: Consumer attitude is feelings towards a product or object which
may be favourable or unfavourable. A customer with positive attitude attracts more than
customers with negative attitude towards Nestle It depends on the liking or disliking of products.
Some consumers have specific beliefs for which they buy those products and for some they have
not.
Measuring Consumer Attitudes: For measuring consumer attitude Nestle should know
customers beliefs for brand and their feeling for what they are using or buying brand and what
type of intention they have towards the brand for that costumers owning company's brand. Nestle
can research on its customers for knowing its attitudes as well.
Managing Consumer Attitudes: For managing consumer attitude it is necessary for
Nestle to know that what kind of attitude consumers have, like it is positive or negative. Such as,
improving its brand value for getting positive attitude can help company to manage consumer
attitude and company doesn't fraud with its consumers to give them best. Apart from this, if
utility is decreasing in market that means Nestle has to improve its strategies and ideas and has to
work on some new innovations as well that will keep bounded its consumers (Çifci and et.al.,
2016).
Market share: Market share represents the percentage of market's total sales which is
earned by particular company over a specific time period.
Nestle compares to similar companies through market share. By knowing the revenue and the
extension of their brand it can measure market share. It shows that how well a firm is doing in
the market place.
Nestle measures the total revenue or total sales of market and then identify its total sales
and then find its market share.
It can also be measured by analysing the proportion of market share of the firm against
the competitors. This will support in knowing about the exact market position of company. Also
10

market share can be managed by Nestle through laying keen focus or emphasis on their
performance or by improving the quality of products offered by them.
Market share can also be managed through utilizing or making use of effective
distribution channels. It can help Nestle in expanding their business across the globe and also at
domestic market (Tim Bottorff, 2017). An effective distribution channel can attract large number
of consumer’s towards the firm through which they can gain competitive advantage.
Company manage market share by innovation and smart hiring practices, by hiring the best
employees on board reduces expenses related to turnover.
Purchase intent-
Purchase intent refers the willingness and probability that a consumer will buy a product
or service. It is important for the company because it helps in increasing sales and achieving
desired goals.
Customer Survey- Company use customer survey for knowing the purchase intention of
their customers. In this survey company ask them about their satisfaction if they are satisfied
about product which they are using. Company makes website for their products and by that
website they come to know that how many people have visited their websites it helps in
measuring purchase intention of consumers.
Social Media- By uploading the products on social site like Facebook we can see the
interest and intention of people by seeing the number of likes which helps company in measuring
purchase intention. Nowadays consumer researches products before purchasing and after
purchasing they share their feelings and thoughts about product whether it is good or not, their
feedback helps company to know purchase intention of their consumers.
Sales Increment- Sales increment is the interior way of identifying the purchase intent.
Nestle compares the sales revenue of present year from last year, it shows the interest and
intention of consumers towards their product (Marc Logman, 2014). If the sales revenue is more
than the last year it means customers are taking interest in their products.
CONCLUSION
From the above study it was analysed that brand management is important for sustaining
brand equity and it has to emerge in business practise by successful brand strategy. It was also
11

concluded that brand portfolio was managed and categorised by organisation with the help of
portfolio strategy as well as hierarchy was also managed by the responsible staff of Nestle All
the management has been done for managing brand equity based on organisation portfolio. The
report discussed that Vertical extension is an attractive strategy for Nestle To increase profit. It
was also recommended to the company that use of distancing techniques will minimize the core
brand image dilution and maximize acceptability of brand extension in new product. Report
covered and analysed various strategy of strengthen brand equity, reinforcing and revitalisation,
etc. The overall conclusion of the report came as a result that says brand management is
important for organisation for brand equity and extension of brand and for building the brand
image in the market or consumer's mind.
12

REFERENCES
Books and Journals
Baldus, B.J., Voorhees, C. and Calantone, R. 2015, “Online brand community engagement: scale
development and validation”, Journal of Business Research, Vol. 68 No. 5. pp. 978-98
Brodie, R.J. and De Chernatony, L. 2018. “Towards new conceptualizations of branding:
theories of the middle range”, Marketing Theory, Vol. 9 No. 1, pp. 95-100
Çifci, S. and et.al., 2016. A cross validation of Consumer-Based Brand Equity models: Driving
customer equity in retail brands. Journal of Business Research.69(9).pp.3740-3747.
Dessart, L., Veloutsou, C. and Morgan-Thomas, A. 2015 “Consumer engagement in online brand
communities: a social media perspective”, Journal of Product & Brand Management,
Vol. 24 No. 1, pp. 28-42
Ferguson, G. Lau, K.C. and Phau, I., 2016. Brand personality as a direct cause of brand
extension success: does self-monitoring matter?.Journal of Consumer
Marketing.33(5).pp.343-353.
France, C., Merrilees, B. and Miller, D. 2015 “Customer brand co-creation: a conceptual model”,
Marketing Intelligence & Planning, Vol. 33 No. 6, pp. 848-864
Gambetti, R.C. and Graffigna, G. 2015, “Value co-creation between the ‘inside’ and the
‘outside’ of a company insights from a brand community failure”, Marketing Theory,
Vol. 15 No. 2, pp. 155-178.
Judith H. Washburn, Brian D. Till, Randi Priluck, 2016 "Co‐branding: brand equity and trial
effects", Journal of Consumer Marketing, Vol. 17 Issue: 7, pp.591-604
Keller, K.L., 2016. Reflections on customer-based brand equity: perspectives, progress, and
priorities.AMS review.6(1-2).pp.1-16.
Light, L. and Kiddon, J., 2016. Six Rules of Brand Revitalization: Learn the Most Common
Branding Mistakes and How to Avoid Them. FT Press.
Marc Logman, 2014. "The LOGMAN model: a logical brand management model".pp.94-104.
Tim Bottorff, 2017. "Brand management: a guide to key reference works", Reference Services
Review, Vol. 41 Issue: 4. pp.605-622
13

Wai Jin Thomas Lee, Aron O’Cass, Phyra Sok, 2017 "Unpacking brand management
superiority: Examining the interplay of brand management capability, brand orientation
and formalisation".1.pp.177-199.
Online
Brand Revitalization. 2018. [ONLINE]. Available Through:<https://businessjargons.com/brand-
revitalization.html>
Keller's Brand Equity Model. 2018. [ONLINE] Available Through:<http://www.free-
management-ebooks.com/news/kellers-brand-equity-model/>
Nestle brand hierarchy. 2013 [ONLINE] Available Through:<https://www.nestle.it/asset-
library/documents/pdf_nostri_report/12_theworldofnestle.pdf>
14