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