Brand Management: A Comprehensive Guide to Building and Managing Successful Brands

This comprehensive guide explores the multifaceted world of brand management, delving into its significance as a marketing tool, key components of successful brand strategies, and various techniques for measuring and managing brand value. Through real-world examples, including Optimum Impression Ltd. and Toyota, the guide provides insights into building and managing brands over time, leveraging brand equity, and fostering collaborative partnerships. It also critically evaluates different approaches to brand valuation, highlighting their strengths and limitations in developing strong and enduring brands.

Brand Management

Table of Contents
Introduction..............................................................................................................................3
Task 1........................................................................................................................................3
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice...................................................................................................3
P2 Analyse the key components of a successful brand strategy for building and
managing brand equity............................................................................................................4
M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models and concepts............................................................................4
M2 Apply appropriate and validated examples within an organisational context............6
Task 2........................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand
equity management..................................................................................................................6
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks......................................................................7
Task 3........................................................................................................................................7
P4 Evaluate how brands are managed collaboratively and in partnership both at a
domestic and global level.........................................................................................................7
M4 Critically evaluate the use of different techniques used to leverage and extend
brands........................................................................................................................................7
Task 4........................................................................................................................................7
P5 Evaluate different types of techniques for measuring and managing brand value
using specific organisational examples...................................................................................7

M5 Critically evaluate the application of techniques for measuring and managing brand
value in relation to developing a strong and enduring brand..............................................7
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context...................7
Conclusion.................................................................................................................................8
References.................................................................................................................................9

Introduction
In marketing, management of brand is a series of tools which assist in increasing the
perceived value of products and services. Effective and efficient brand management assist in
building the loyal consumers. Brand management refers to the process which aids in
identifying as well as managing the marketing techniques for the products and services which
assist in increasing the market share. The brand manager needs to make the plan, improve
and direct the efforts related to marketing for a particular brand. In task 1, discussion of using
branding as a marketing tool in Optimum Impression Ltd. In task 2, the analysis needs to be
done of brand portfolio strategy of Toyota. Moreover, discussion of strategies which assist in
managing the equity of brands to be done. In task 3, examination to be done on collaborative
partnership agreements of Toyota. In task 4, evaluation to be done on distinctive methods
which are utilized for estimating and overseeing brand esteem, piece of the overall industry
and brand mindfulness.

Task 1
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.
P2 Analyse the key components of a successful brand strategy for building and
managing brand equity.
M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models and concepts.
M2 Apply appropriate and validated examples within an organisational context.
Title: Building and managing brand over time
Date: July 2nd, 2018
Introduction
In this task, discussion to be done on the branding which is a marketing tool as it helps
Optimum Impression Ltd. in increasing the brand name in the competitive market. They have
to use appropriate models for maintaining the brand equity so that they cannot face the issue
in increasing profit.
Significance of Branding
The brand is the procedure which incorporates into making a remarkable name alongside the
picture for an item in the brains of customers by directing a promoting campaign. Branding
having an aim so that they can establish the significant and differentiated presence in the
market which assists in retaining and attracting loyal consumers. Branding is the most
important aspects of the business. Companies provide effective focus on the brand so that
they can differentiate from competitors and also have better marketing (Carlbäck, 2018).
Branding is a marketing tool which provides maximum benefits to Optimum Impression Ltd.
It helps in increasing credibility as well as makes sense of stability for the clients. The good
brand provides the encouragement and motivation to the staff as it provides the clear brand
strategy which assists in meeting the organisational goals. The strong brand helps consumers
in describing their expectations at each and every time and on the basis of that they can attain

the best experience. A strong brand of Optimum Impression Ltd. provides the effective and
best business value by analysing the assets of the business entity (Cohn, 2018).
Brand equity is the positive impact on the consumer about the branded products and services
which describe the brand. It is the potential of the brand which has an adverse impact on the
business (Carlbäck, 2018).
It is necessary that Optimum Impression Ltd. should use appropriate strategies and
techniques so that brand can be managed successfully. The Keller's Brand Equity model is
adopting by Optimum Impression Ltd. which help in maintaining the brand image in the
market. This model is categorised into four levels which are:
Level 1: Brand Identity: It helps consumers in identifying the brand in the market which has
a strong identity. It is the essential advance and base of Brand value pyramid. In the event
that the base is more grounded, at that point pyramid will be more grounded (Bhasin, 2018).
Figure 1: Keller’s Brand equity model
Source: (Mind Tools, 2018)
Level 2: Brand Meaning: Once consumer having awareness of the brand that is Optimum
Impression Ltd. and this will provide the meaning of brand for consumers by the performance
and imagery. In analysing the performance, five factors should be considered which include
product feature, reliability, consumer service, style & design and at last price of the product.

Brand imagery includes target marketing and word of mouth which assist in building the
strong image in the market.
Level 3: Brand Response: According to this model, brand which having more feeling than
the judgementsthat it is a brand which helps with building brand value. In this way, the
reaction of brand is higher and more than the brand value pyramid.
Level 4: Brand Resonance: This level includes some factors which are related to brand
resonance include behaviour, value, engagement of consumers and last is connection and
feelings.
Key Components
The main concept of the brand strategyincludes brand attribute, positioning, identity,
personality, awareness and association as it assists in building and managing the brand
equity. It includes:
Brand attribute: It denotes the core values as well as represent the essence of a brand. It
includes the set of characteristics which assist in identifying the physical, character as well as
personality traits of a brand.
Brand positioning: It refers to the art as well as science which help in fitting the products
into different segments of the broad market. There are some basic qualities of brand
positioning include relevancy, coherence, clarity, courage and commitment (Tomczak, et. al.,
2018).
Brand identity: The brand image is the manner by which company present themselves in
front of the public. This denotes the Optimum Impression Ltd. uniqueness in terms of
products and services.
Brand personality: It is an arrangement of human qualities which are ascribed to a brand
name. The brand increases with its brand equity and it is classified into different segments
which are competence, sophistication, ruggedness, sincerity and excitement.
Brand awareness: It describes the ability of consumers to recognise the brand under the
diversified conditions and it is linked with the brand name or logo (Mayur, 2017).

Brand loyalty: It is a degree to which a consumer purchases the same brand product
consistently. It has an impact on profitability as well as lower sensitivity to increment in
price.
In the competitive market, Optimum Impression Ltd. having a brand name in the whole world
due to the quality as Optimum Impression Ltd. is offering qualitative products to consumers.
Optimum Impression Ltd. is producing innovative gadgets. To increase the sales, it is
necessary that they have to attract more consumers and for that, they have to provide
innovative products. Optimum Impression Ltd. is the business entity as it provides effective
focus on brand image and for that Optimum Impression Ltd. is using effective brand
strategies. The main reason for success and growth of Optimum Impression Ltd. is that they
have adopted consumer-based approach (Satanasavapak, 2018). This help Optimum
Impression Ltd. in identifying the needs and wants of consumers. The consumers can identify
the product by its symbolas it is popular in the competitive market. The concept related to
brand management is the most important strategy which is used by the Optimum Impression
Ltd. and by that they improve their brand image, market share along with the position.
Optimum Impression Ltd. is using Keller’s Brand Equity model which is classified into
diversified parts that are identified, meaning, response and relationship. This help company in
maintaining their brand name (Lieven, 2018). Another model which business entity is using
is Aaker’s Brand Equity model as it is an arrangement of 5 classes of advantages and
liabilities which is connected to mark and that help with accomplishing the most extreme
value.
Conclusion
From the above, it has been dissected that Branding is the vital and fundamental piece of
promoting. Effective branding of Optimum Impression Ltd. assists in increasing growth and
builds the good reputation in the market. A brand name of the company help in attracting
more and more consumers and by that they can earn more revenue.

Task 2
Introduction
In this task, discussion to be done on the diversified strategies which are related to portfolio
management, brand equity management as well as a brand hierarchy. These strategies are
adopted by Toyota so that brand can be managed in the competitive market. These help in
attaining the goals and objectives.
P3 Analyse different strategies of portfolio management, brand hierarchy and brand
equity management.
Brand Portfolio management: Each and every company having their own trademarks and
operates as an individual business organisation. Brand portfolio is used to make a group of all
of them together. It is also used to resolve the consumer confusion related to the particular or
specific brand. There are some challenges which occur in front of Toyota whilemanaging
brand portfolio include clarity, relevance, synergy and clear brand roles (Mishra, 2018).
Strategies related to brand portfolio management include:
 Define Brand roles: Many business entities introduce more and more brands according to
the changing demands of consumers. If fewer brands are included in the portfolio, then it
assists in reducing the possibility of overlaps. This increase the chances of consumers become
confused.
 Think long-term: If Toyota needs to manage their brand portfolios, then they have to do
resource allocation effectively as it assists in driving future profit and growth. A qualitative
approach is effective to assess the brand portfolio of Toyota so that they can make the
effective decision for the long term.
 Consider Brand Architecture model: Brand architecture describes that brand portfolio of
the company is structured and managed which assist in increasing value of the organization.
This model includes different approaches which are branded house, the house of brands and
combination or hybrid (Åsberg, 2018).
Brand Hierarchy: It is a means of summarizing the strategy of branding by displaying the
common as well as distinctive brand elements across the products of Toyota and reveals the

explicit ordering of elements associated to the brand. It is necessary that manager of Toyota
need to adopt appropriate strategies for creating awareness. Strategies include:
 Individual product branding:It is a strategy in which brand name of the product is created
and not connected with the existing brand.
 Corporate branding: It is a type of strategy related to management hierarchy which helps in
a link the name with the efforts related to promotional activities which attract more
consumers (Romano, et. al., 2018).
 It provides a contribution in articulating the worth of products and services of Toyota in the
competitive market.
Brand equity management: In the market, all brands having some measure of brand equity
and Toyota have a strong brand equity. It is a factor which assists in attracting consumers.
The strategies of brand equity include communication, reputation, awareness, legal as well as
ethical decision making, collaboration and value. The brand equity of Toyota can be managed
by using Aaker’s Brand Equity Model. This model having five components which include:
 Brand Loyalty: It includes different factors which are reducing costs, trade leverage or
bringing the new consumers.
 Brand Awareness: It also involved different factors which help in extending brand name and
that are familiarity, substantiality and consumers consideration (Roper, et. al., 2018).
 Perceived Quality: It is a type of strategy which helps Toyota in offering appropriate
andeffective quality products. It includes quality, brand position, price and wide availability.
 Brand Association: It is a degree by which particular product can be recognized within its
category. It includes drive purchasing, attitude and information retrieval.
 Proprietary Assets: It includes patents, trademarks and other intellectual property rights as it
helps in enhancing the brand image of Toyota in the market (Sinclair-Maragh, 2018).

M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks.
In the lights of Baker (2014), it has been analysed that management of the portfolio is
necessary for Toyota as it assists in making the effective decision for the investment as well
as assist in managing the risk so that performance can be enhanced. It is necessary that brand
has a well-defined role which provides the contribution in attaining success in the market.
According to Cornelissen and Cornelissen (2017), it has been reviewed that brand hierarchy
includes the vision and mission statement and the different methods which assist in
increasing number of customers. When Toyota is using Brand hierarchy then, it decreases the
competitive advantage.
In the viewpoints of Detlef (2016), it has been evaluated that brand equity having four
components which include differentiation, knowledge, relevance and esteem.Brand managers
of Toyota are responsible for implementing the strategies which assist in enhancing the brand
equity without damaging any reputation of a brand as well as the profitability of Toyota. The
strategies of brand equity which Toyota can adapt to maintain their brand name in the market.
Strategies include create a recognized brand, adopt effective and best communication
strategy. It is necessary that Toyota needs to maintain the reputation in the competitive
market which assists in attaining maximum revenue and attract more consumers.
Conclusion
From the above, it has been analysed that Toyota should implement the appropriate and
effective strategies so that portfolio of the brand can be managed for a long term and this will
assist in retaining the consumers as well. The employees of Toyota need to fulfil the roles and
responsibilities so that awareness can be created.

Task 3
Introduction
In this task, discussion to be done on the different strategies so that brand can be managed
collaborativelyas well as assist in maintaining partnershipat both the levels whether it is
domestic and global. Moreover, they have to analyse the diversified techniques which assist
in leveraging and extending a brand.
P4 Evaluate how brands are managed collaboratively and in partnership both at a
domestic and global level.
Brand extensions are the most popular strategy which assists in leveraging the brand equity.
It is necessary that Toyota needs to launch the new product according to needs of consumers
which assist in maintaining brand name. This provides the positive feeling to the brand name
of the business entity. Brand extension strategy assists in minimizing the risk which is related
to introduce the new brand as well as assist in maximising the profits from the new brand.
Brand extension refers to that when a company uses its leverage so that they can launch a
new product in the diversified category. There are diversified strategies related to the brand
extension which include the similar product in the diversified form from the original product
of Toyota. In the new item, provide the appropriate features and different size and provide the
different benefits as well (Ahn, et. al., 2018). The extension brand strategy is used when a
marketergets the knowledge about the product by analysing the current consumers. Toyota
provides the effective design which assists in attaining the success.
A brand having a leverage when it is providing distinctive properties that it provides the new
category so that they can perceive the brand extension as it is superior to attain the success by
producing competitive products. Brand Reinforcement is about to maintain the brand equity
and by that consumers having the desired knowledge structures so that consumers can get the
structure of desired knowledge so that brands can provide the sources of brand equity.Brand
reinforcement includes the different factors which include maintaining brand consistency,
protecting sources of brand equity and leveraging. Brand Revitalization can be happened by
developing new user for the product, by doing distributing change, need to do innovation as
well as adopt communication channel (Parker, et. al., 2018).

Brand collaboration and partnership assist in raising the profiles of Toyota by doing the
exposure. If partnership strategy extends the products which include sponsored activities,
then they have to maintain the publicity. It will help in maintaining positive brand perception,
need to do innovation in their cars. If Toyota wants to increase the sales, then it is necessary
that they have to reach to the new audience and by that, they can enhance the profits as well.
Global brands are the brands which assist in recognizing in the world among consumers. It
helps in identifying the product and claiming the brand position. Brand positioning assists in
identifying the target market segments as well as it assists in creating the differentiation from
the competition (Sevin and Eken, 2018).

M4 Critically evaluate the use of different techniques used to leverage and extend
brands.
In the lights of Liu, et. al (2018), it has been analysed that there are diversified techniques
which Toyota can adopt so that they can leverage as well as extend the brands. It
includesglobal branding and positioning, brand extension or brand revitalization. The
employees of the business entity need to put appropriate and effective efforts so that they can
not face any issue and attain the targets.
According to Chien, et. al (2018), it has been determined that brand leveraging strategy is
important for Toyota to introduce the new product as it offers the positive attitude to the
consumers which help in enhancing the satisfaction level. There are some strategies which
are related to brand leveraging such as line extension, brand extension, co-branding and
brand revitalization. Line extension refers to the variant which is added to the existing brand
and it can be in terms of colour or some additional features in the cars which help in
satisfying needs of consumers. This strategy helps in increasing capacity utilization as well as
enhance profitability. In the lights of Ahn, et. al (2018), it has been analysed that another
strategy is the brand extension as this technique help existing brand name assist in
introducing new products and services in the diversified category. This help Toyota in
increasing the sales. This assist brand in creating an identity which works in different product
classes. To extend the brand, a company can form an alliance or joint venture with another
business entity so that they can supply the appropriate products and services.
According toZawadzki (2018), it has been analysed that brand revitalizationas it is a best and
helpful strategy by which Toyota cab build or maintain the brand image as well as need to
monitor all the operational activities on a regular basis.But brand revitalization having the
disadvantage as wellas it takes a lot of time in completing the process.
Conclusion
From the above, it has been analysed that Toyota provides innovative cars to consumers
which help in enhancing the growth and success in the competitive market. There are
different techniques which Toyota can adopt to leverage the brand include brand
revitalization, the extension of the brand as well as brand reinforcement.

Task 4
Introduction
In this task, demonstration of different techniques to be done so that they can measure and
manage the brand value of Toyota which will assist in developing the strong brand in the
market. This will help in enhancing the productivity and profitability by enhancing the sales
in the competitive market.
P5 Evaluate different types of techniques for measuring and managing brand value
using specific organisational examples.
Brand administration alludes to the advancement or change of brand discernment in the
aggressive market. It is vital that organization should construct the positive relationship with
the target market and is essential for the brand management. It is the important aspect of
marketing which assists in utilising the sophisticated techniques which help Toyota in
boosting the value of their cars. There are some techniques which assist in managing and
measuring the brand value include:
Consumer-based Approach to Brand Valuation: This approach is given by Aaker and
Keller and it is worried about the cost as it helps in making and supplanting the brand. This
approach is additionally ordered into following strategies such as historical cost method, use
of conversion model, customer preference model and replacement cost method (Sharma,
2016).
Financial based Approach to Brand Valuation: This method used commercially by doing
the consultation with the other business organisations. This approach is similar to the income
method but this approach having a difference in the magnitude of commercial use as well as
employing the multiple criteria and by that, they can determine the value of the brand. This
includes different approaches that are Interbrand Approach or Finance World Method.
Market-based approach: this approach basically deals in selling the brand and it associated
to the highest value that is buying and selling and it is set up to pay for the benefit. This kind
of approach is utilized when one wishes help in offering the brand and this approach include
different methods such asbrand sale comparison method, equity evaluation method and
residual method (Sharma, 2016).

Income-based Approach: This approach help in the valuation of the net earnings for future
and it is specifically, inferable from the brand with the goal that estimation of the brand can
be resolved in current utilize. This strategy is viable as it portrays the future capability of the
brand which means that brand value is valuable and useful when it is compared to open
market valuation as an owner can determine the benefits by using appropriate actions. It
includes different methods which are royalty relief method, ratio method, price premium
method and Brand Equity based on discounted cash flow (Sharma, 2018).
There are some factors which help in maintaining the relationship among branding and
finance include new products, the product problem, competitor actions, legal actions and
changes in the top management. It provides the incremental effect to the other accounting
variables so that strong brand can get the better return and set the benchmark as well.

M5 Critically evaluate the application of techniques for measuring and managing brand
value in relation to developing a strong and enduring brand.
In the viewpoint of Bulgareli (2015), it has been analysed thatstaff members of Toyota need
to use appropriate techniques which are suitable for the company so that they cannot face any
type of hurdles and by that, they can measure and manage the value of the brand. This will
help in enhancing the sales and enhance the productivity and profitability. According toLara,
et. al (2018), it has been evaluated that Toyota can adopt the inbound lead tracking, branded
keyword tracking method and Website traffic differential tracking. Moreover, higher
authoritiesof Toyotaneed to hirethe correct and best personfrom outside the company and
should conduct the brand audit and according to the result of audit effective decision need to
be prepared. In the lights ofAscarza, et. al (2018), it has been evaluated that there are other
methods to manage and measure the brands assist in creating the value of brand such as cost-
based analysis method, income and market as it helps in deciding the use of appropriate
pricing of cars of Toyota.

D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context.
As indicated by Theurer, et. al (2018), it has been examined that branding is essential for the
Toyota as it helps in pulling in the new group of onlookers and by dissecting their necessities
items advertised. This will help in improving the fulfilment level of buyers. At the point
when workers of the organization do viable marking then this help with making the
mindfulness among the purchasers about items and administrations. It is necessary that
company need to charge the high price from the consumers. But the negative impact is that it
provides the high cost as it is necessary that they have to spend an appropriate amount on
advertising. The employees of the company should use appropriate strategy so that they can
attain their goals and objectives (Theurer, et. al., 2018).
In the lights ofNguyen, et. al (2018), it has been reviewed that Toyota needs to manage their
brand name in the market as well as need to maintain a position which attracts consumers and
help in recognising the brand in the minds of consumers. There are several approaches which
help in managing the brand include equity management, hierarchy, portfolio management so
that they can manage their brand value in the domestic market. Toyota should adopt the
extension of the brand, reinforcement, revitalisation as well as other strategies so that they
can build the effective brand image whether it is the international and domestic market.
Brand management of the organisation help in increasing the sales and generating more
revenue. The employees need to use appropriate techniques so that brand value can be
managed such as cost or market-based approach and income-based approach which help in
managing the brand value in the competitive market (Nguyen, et. al., 2018).
Conclusion
From the above, it has been concluded that it is necessary that brand value need to manage
and measure the brand value which attracts the more consumers. The employees of Toyota
need to use the brand measurement techniques which include market share, brand awareness
and purchasing intent. Along with this, diversified techniquesinclude cost, market-based and
finance to evaluate the brand.

Conclusion
It has been summarizing that Optimum Impression Ltd. and Toyota need to manage their
brand name as it helps in attracting the consumers in the competitive market. Brand
management assists in managing the tangible as well as intangible elements of a brand which
include cost, consumer satisfaction as well as competition. The employees of Optimum
Impression Ltd. and Toyota need to conduct the effective market research so that trends can
be identified and that is helpful in fulfilling the needs and wants of consumers with the
effective quality. The main elements of branding having an impact on the strategies and this
will be having an impact on productivity and profitability. It is necessary that all the concepts
of the brand need to manage which include brand attributes, positioning, loyalty, personality
and awareness. This will help in attaining the goals and objectives.

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