Brand Management: Building and Managing Brand Over Time

Brand management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY...................................................................................................................................3
TASK 1............................................................................................................................................3
Building and managing brand over time................................................................................3
TASK 2............................................................................................................................................7
Brand portfolio and hierarchy management...........................................................................7
TASK 3..........................................................................................................................................10
Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level...........................................................................................................................10
TASK 4..........................................................................................................................................12
Evaluate different types of techniques for measuring and managing brand value...............12
CONCLUSION .............................................................................................................................13
REFERNCES:................................................................................................................................14
Books and Journals:..............................................................................................................14

INTRODUCTION
Organisation sell their products and services in the market with the objective that they
earn profits as well as goodwill. It is very important for any organisation that they increase the
value of their products and services so that they can attain their objectives and goals. With the
increase in sale of their products it builds a value which named is termed as brand. At certain
pint of organisation when they earn a very good profits and every person know their products
because of their name so it is termed as brand. They create their brand values but the process is
not end with creation (Harrigan and et. al., 2018). Organisation need to maintain their brand vale
so that they can run their business very well and for long term period. It can be done with the
help of brand management which works on maintaining brand value of organisation. In this
context, Lidl is undertaken to show the importance of brand management. Lidl is the
international company of Germany that deals in retail business. It is the supermarket store that
have approximate 12000 store across United States and Europe. In this report, it shows that
brand management tools that impact on organisation success and growth.
MAIN BODY
TASK 1
Building and managing brand over time.
It is identified that organisation need advertising for increasing their sales volume.
Advertising is the most common tool that every organisation used to increase the number of their
potential buyers. In the present scenario, organisation need to differentiate their products and
services so that they can increase profitability. In former time every company just focusing on
promotion of their products but it is analysed that it can be improve their promotion with the help
of increasing in brand value (Agmeka, Wathoni and Santoso, 2019). It is very important for
organisation that they increase the value of their products and service so that they can achieve
their target market. Branding is very effective process of organisation as it helps in increasing the
awareness of organisation products and services in the market. It become important because of
some reasons such as a rapid growth of markets. Because of emerging in new markets consumer
have a power to spend more and more for satisfying their demand. It is also identified that
regular increase in demands of consumer it becomes nit difficult for organisation that how they
can satisfy their wants and desires. So that's why they increase the value of their products and

services. Another reason of increase brand value is continue increase in competition that
becomes the main factor for brand management.
Brand management is the activity that undertaken by company so that they can increase
and maintain their brand value in the market. It is the marketing tool that helps in promotion of
goods and services of organisation. It is identified that almost all companies is now focusing on
brand management so that they can survive in the market very well. Branding helps in creation
of customer loyalty so that they can achieve their target market and goals (Ahn, and Back,
2018). It is the necessary step and have many tool for effective brand management. Lidl GB is
the organisation which is the part of Lidl that run their superstore in London. Lidl GB has now
approximate 800 stores that shows their growth rate. They increase their growth with the help of
brand management. Lidl use brand management that shows the importance of brand
management. There are some benefits that are mentioned below:
Brand recognition: It is one of the most important element of organisation that they want
from their products and services. Lidl started their operations from 1994 and build their strong
brand recognition so that anyone can recognize the mane of which company. This is the motive
of every organisation that they increase their brand recognition. They increase their brand
recognition with the help of adopting strategies. Lidl use social media for increasing brand
awareness.
Enhancement of sales: Every organisation want that they can increase their sales
volumes. Branding is the tool that helps in increasing in sales volume. It is very important for
organisation as it helps in enhancement of sale (Santiago, 2019). It can be done through tools and
techniques of branding such as Lidl use their tag line or logo for branding their products and
services. It is analysed that they can also use LinkedIn.
Branding promotes new customers: It also helps in increase the number of new
customers which assist in success and growth of businesses. Lidl spend £20m for brand
campaign so that they can increase the number of customer by attracting new customers in the
market.
Branding builds trust: Brand management helps in increase in customer loyalty so that
they can become permanent customers. Lidl improves their quality of products so that they
increase the customers trust which help in increasing of number of customers.