Marketing Brand Portfolio Management

The provided document is an assignment on Marketing Brand Portfolio Management, which involves analyzing various concepts related to brand management, such as customer-based brand equity, strategic brand management, and portfolio audit. The document cites several sources, including books, articles, and online resources, providing a comprehensive overview of the topic. It also includes a case study in the luxury fashion industry and discusses the impact of export plant products on country branding.

Brand management

Table of Contents
INTRODUCTION .........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Explaining the importance of branding as a marketing tool and why and how it has
emerged in business practice.......................................................................................................3
P2 Explaining the key components of brand strategy for building managing brand equity.......5
LO 2.................................................................................................................................................7
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................7
LO 3.................................................................................................................................................9
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic
and global level...........................................................................................................................9
LO 4...............................................................................................................................................11
P5 Evaluating the different types of techniques for measuring and managing brand value
using specific organisational examples.....................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Brand management is the concept of management analysis and planning that how to
perceived in the brand in the market. It helps to developing a good relationship with the target
market which is most essential for the company development. Brand management begins with
knowledge of the term brand which creates promise and making good impact on the
development ideas and goals. Present study will be based on brand management of Marks &
Spencer. It will be explains the importance of branding in marketing and key components to
become a successful brand strategy for building and managing brand equity. However, present
study will very helpful to get the deep understanding between branding and their importance
towards company expansion.
Brief overview of Marks & Spencer
Marks & Spencer is one of the largest retailer in the UK with having more than 1380
stores around the world. M&S operate its business by two segments UK and International. UK
segment of the company operate business within the UK territory and international segment
consists the owned businesses of M&Sand the all franchises of the M&S. Marks & Spencer deals
with women swear, lingerie, menswear, kids wear, beauty etc.
LO 1
P1 Explaining the importance of branding as a marketing tool and why and how it has emerged
in business practice
Importance of branding as a marketing tool
Branding defined in different way such as name, slogan, sign, or any kind of symbol as
well. Combination of these elements helps to determine the company product or services.
Branding differentiate services or products from competitors (Cawsey and Rowley, 2016).
It helps to create customer preferences
Variety of services or products get confused to customers, which one to buy or not. Brand
marketing helps customers to get idea of which brand is mots attractive or not. Hence, customers
believes on the fact that whichever the products are highly marketed would be perform far better
than others (De Mooij, 2018). Such as Marks & Spencer customers are large satisfied with the
quality of services of the company.
Generates Market share or profit revenue

Branding is very helpful in marketing process which creates market awareness to enhance
the market generating process in order to meet out the goals and best performing channels. It
helps Marks & Spencer to gain some market preferences and customer focus (Dinnie, 2015).
Branding as a marketing tool which helps company to enter into the geographical markets to get
the new distribution opportunities.
It helps company to survive in crises
It is the another importance for the company to sustain in the uncertain market
conditions. M&S provides product or services at good quality. That creates trust and bonding
between the customers and company (Elliott and et.al., 2015). This overall process assist
organisations in uncertain situation due to maintained the proper level of certain things. That is
why branding is the best tool to market the product or services at long term manner.
Good marketing increased the conversions
Conversions is the process where good brand will helpful to convenece the potential
customers to purchasing the company product or services. Apart from that, branding helps
marketing manager to get high perceived value, to get customers aware about the new services of
products etc.
It helps to emerged in business practices
Branding is the most essential part of the organisation to understanding the customer
needs and wants. This benefit helps business to identify the current needs and wants of potential
customers of M&S (Hair Jr and et.al., 2015). It helps to business to get the high postilioned in the
long term market.
 Apart from that, it helps to keep the all task managing and developing growth full
channel. Branding will helpful to separate company from its competitors which is helpful
to business practices.
 Branding also plays a vital role to connect with customer emotionally through which
M&S can easily target the customer in appropriate manner. Apart from that, it helps to
guide some new business expansion services or quality as well.
 M&S good brand value attracts fresh or talented candidates for working which is
benefited to the company to create new or developing task into most appropriate manner.
Employer branding is used to get the new managing successful business growth into
more appropriate manner.

 Branding helps to build trust among stakeholders which is the another important to
accomplish the goals of business practices (Hollebeek, Glynn and Brodie, 2014). Overall,
it helps to reconnect the best forming results to get the company goals and results.
Brand are managed successfully over time
It very tough and complex process to survive in the high competitive world. Such as
M&S compete with different competitors. The biggest competitor of M&S is WallMart. It
requires a serious commitment from the company side to sustained in the market for long term.
Apart from that, it will help to sustained the better environmental growth. In order to meet out
the new managing work effectively and challenging (Keller and Brexendorf, 2017). Overall,
company needs to manage the balance between brand and collaboratively going business growth.
Apart from that, it helps to survive into more appropriate manner.
P2 Explaining the key components of brand strategy for building managing brand equity.
Brand is the term which is used to interchange with company as a kind of shorthand term.
It is very specific term to describe the company value in term of their product or services growth.
For example: M&S itself is a big brand in retail sector which describes into the best
possible manner (Keller, 2016).
Brand Equity is the term which describes the measure of brands. All powerful brands like
Disney, Apple and Nike has strong market brand equity ratio (Brand Strategy fundamentals,
2018). In other words, brand equity is the factor of a brand to keep attract the customers or
buyers towards the company products.
Key components of brand Strategy
Public Relations
Strong public relation is very necessary to keep leadership promotion programmes more
effective and capable. Company needs to incorporate public relation programme incorporates
reputation management thought leadership (Laforet, 2015). Customer is the king of the market, it
is very necessary for the company to keep customer relation perfect and growingly. It helps to
keep the business strategy effective and productively for the company growth. To keep public
relation good or stable. M&S also must know about the target audience customers which is more
appropriate for the company development process.
Digital marketing : Digital marketing tactics to elevate brand strategy and PR results. A
large component of this is content marketing. Overall, it brings new managing successful

business growth in order to meet out the best managing resourceful growth and make better
chances to grow (Roll, 2015). This can help in brand strategy to get the global customers and
enhance the company global reach.
Social Media: Social media is now very trending and valuable tool to get increased the
company brand value and promotional activities. This component of brand strategy create s
social platform to approach different number of buyers and their attraction towards the company
value.
Search engine optimization : SEO is the another crucial part of brand strategy which
helps to initiate new marketing activities to upgrade the business performance. Strong SEO
strategies depends on the high quality content (So and et.al., 2016). For which M&S needs to
make its websites more attractive which is easily understandable by customers. It gives new or
managing effective task and performance to upgrade the new task and performance. PR
placement is the tool that helps to improve the search engine optimization results and helps
company to get rank on first position.
Throughout the overall components of business strategy will help to maintain the
cohesive messaging and a unified brand voice.
Strategies to building brand equity
Communication : Brand equity cannot be possible without having the good
communication strategy for customers. Due to different multicultural marketplace there has been
creates issues of different multilingual, culturally challenges (Wheeler, 2017). For that, M&S
requires making customer understand with providing information in different languages. Also,
they need to make strong communication to attract financiers to resolve the legal matter and
direct cross functional groups.
Awareness
Untimely unless customer not get to proper information. They fail to reach that particular
products or services to get the effective growth. Apart from that, it discovers the new managing
and development goals and best forming results and better management goals. Moreover, it
brings new managing task and growth oriented growth.
Reputation: In today's, internet based economy or company reputation can be build or
destroyed in minutes. Reputation is the another most important to keep the brand value up and
most attractive (Wheeler, 2017). Many factors can also influence reputation of the company that

damage their reputation and destroy customer trust. In order to protect brand or reputation,
company needs to sustained the managing work effective growth to build better relationship with
customers. In order to build up the new managing task and keep growing the performance task
and long term goals.
LO 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Strategies of portfolio management
Portfolio management strategies are helpful to approach effective management styles to
generate the highest possible rate of return at lowest possible risks (Wheeler, 2017). Portfolio
management includes two main approaches Active portfolio or Passive portfolio management
strategy.
Portfolio-management is the most helpful approach to meet out the competition level in
the present complexity market. Under the process of portfolio management mandate, it helps to
take care of the investment management. It helps to measure the financial market trends etc. it is
Illustration 1: Diagram of the portfolio
management
Source : Portfolio Management. 2019

professionally managed process, aligned of interests and individual performance which together
meet out the company goals and objectives.
1. Active portfolio management
This management style relies on the fact that management styles can easily beat the
market. This strategy evaluated by specialists or managers who determine the market activities.
This approach or strategy involves some different types of approaches of the stock selection such
as top down approach, bottom up approach etc.
Top down approach involves or observes the market as a whole and decide about the
industries and sectors that are expected to perform well in the ongoing economic cycle.
Bottom up style: company more focused on product services, financial statements rather
than-expected trends in the market (Roll, 2015).
2. Passive Portfolio management.
Passive management style mostly based on facts that markets are not able to beat the
market return regulatory over time and get best returns on the other hand, the best return always
needs a low cost investment kept for ling term.
In passive portfolio management strategies company more focused on efficient market
theories, indexing aggressive portfolios etc.
Strategies of brand hierarchy
Brand hierarchy also refers to the brand architecture which defines as a logical, strategic
or relational structure for all brands in the portfolio (Roll, 2015). It also helps to define the
particular concept or sources which define company products in different manner. It involves
two term brand houses and house of brands.
Brand House : brand house related to the product or services provided by the company
primarily bear the company name. Such as Google, Coca Cola, Virgin etc.
House of Brands : it implies the concept that company products and services bear a
different variety of product services provided by the particular brand.
The main purpose of these strategies are to keep brand value up and effective. On the
other hand, company can sold different products with the helps of same brand name.
It helps to approach company to different market customers. Apart from that, it helps to
sustain long term growth of the company (Roll, 2015).

It helps to promote synergy to deliver the best services against single brand could
achieve. It helps to keep well managed strategic work that helps to leverage to extend its brand
both horizontal and vertically to capture the customer attraction. Apart from that, it covers the
new managing successful business growth and best forming results.
Strategies of brand equity management
Brand strategy
Creating brand that is recognized and respected is difficult to maintained in the long run.
Some strategies or characteristic make most successful branding feasible (Roll, 2015). The brand
should display consistent quality and meet legal or ethical way of performing task.
Communication
Brand equity cannot be achieved without a powerful communications' strategy.
Communication between customers and company should always be proper and sustaining.
Awareness
Company always needs to enhance the awareness of their product or services in order to
meet out the company objectives and goals (Roll, 2015).
Collaboration
Effective collaboration always depends upon the teamwork strategies. Collaborative is
the driving force that brings new opportunities for the company. Collaboration tool helps
company to full fill the company long term goals and long term profitability goals and process
goals. Apart from that, it discovers the new managing task full sources and goals (Roll, 2015).
Value
It is the another managing profitable customer relationship tool which helps to enhance
the value of brand equity management (Roll, 2015).
LO 3
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic
and global level.
Brand management is the analysis and planing of brand is perceived in the market. Good
brand manage develop good image of the company.
Brand partnership is a company partnership that company owned share by underwriter. In
that the company work together and share the profit equal.

Brand collaboration is a marketing strategy that involve many companies for the together
work and use jointly brand / company name on a single product or services(Ancillai, C., 2017.).
Domestic and global level brand management at collaboratively and partnership
British Airway is the largest company. The company production distribution of sales
goods and services in local and intentional market. In the domestic market British airways'
commercialization of good and services are limited to the home country. At the international
market British airway provide goods and services selling are extended over the geographical
limits.
British airway in domestic level cover small level business because of the firm work
single and in international market cover and provide large level services in that market the
company are partner with the other country(Heding, Knudtzen, and Bjerre,2015). The firm face the
government problem in the home country at less level and the company have no partner so the
company not share the profit ratio, But in the global market the company face the government
permission and government related other issue. Company business operation in a single country
and limited competitor, but in the international market the British airway face the many
competitors and many business operation.
The company British airway work in partnership face the low level risk because of the
partners are share the equal profit and loss and work so the work and services are divided each
other. In the global market the company face the very high level risk but the domestic market
face the low risk.
British airway work in partnership that time the firm no need too much fund but when the
company without partner the industry need numerous amount. In a domestic market the British
airway not require much capital, global market require a huge number of capital.
In the domestic market the customer demand are almost same so the company not need to
provide the numerous services, but the international market the company need to provide extra
services because of the customer nature and test are different and variation of the consumer
preferences(Žugić, Perazić and Konatar.2017).
In case of domestic market the firm not aces the new technology but the international
market the is advantage that the business organisation can access to the large and latest
technology and services.

In the domestic market the British airway not required high level research, but the global
market need to deep research in several time. The company has less knowledge about the other
country market.
In global market company face the language and translation problem because some
countries' language are different so that issue are considered in the globally marketing but the
domestic market can avoid that problem.
According to cultural consider the every country has a different and that define the
counties. But in the domestic market we know the culture.
The company manages the brand in the domestic and global market in partnership and
collaboratively. Brand helps to analysing the product in the market. Domestic market caters a
small area and international market cover other country(Steenkamp, J.B., 2017.). The activity in
the home country market the promotion adverting and selling the goods and services cost are
lesser, But the international market that cost are high. International marketing involve marketing
tactics adopted by the knowledgeable marketer. Domestic market provide exact product goods
and services. In international marketing it served specific product.
LO 4
P5 Evaluating the different types of techniques for measuring and managing brand value using
specific organisational examples.
Every brand has its different logo, symbol and name because every product has recognised by
the name of its brand. brand equity is a state where a product affect the thinking and perceptions
of consumer. Brand equity shows the brand value it is an invisible term which can not be hold in
hands . But it can be feel by the review of the potential consumer of the products and services.
brand equity describes the consumer goodwill and preference to buy particular branded products
and services. there are many techniques to measure brand equity-
By clarify perspective of brand equity- brand equity can be viewed by different
different types and perspective of persons. one of the main perspective which has viewed several
times ,is price. the second perspective is customer based brand equity which means what
consumer thinks and how he feels about the products and services (Dinnie, 2015).

Brand equity research goals which is based on the make comparisons among other
competitive brands, products and their services. research process about the brand equity can be
helpful to analyse the brand opportunities in the market.
Understand customer brand attitude- It measures experience of customer due to
brand. Customers attitude depends on the strongness of brand. If customer uses the products
associate with the brand, then they have more strong attitude towards brand. Customers spread
their reviews on the social media regarding brand attitude, the more they use the brand the more
they derived understanding about the product associate with brand. Customers easily
communicate with the brand because of technology.
Identify brand equity components to measure - To understand the brand equity
component at first have to meet the need of customers regarding their brand because that
customers are more knowing about the brand who use the product. Know about the brand that
how far it is going to be shine. Measuring that applying innovations on product are useful or not,
what are the impact of it, negative or positive and how it makes change in profitability (Dinnie,
2015).
Measure perceive brand differentiation- Brand differentiation in the same product is
make negative impacts on brand because of different perspective of customers. Some customers
like logo, some like comfortability and some have other perspectives. crowd are know about the
brand through social media rather than personal experience. Brand attitude of a person strong
when they use the product and more conscious about brand equity. Brand switching is also
depends on differentiation.
Qualitative and Quantitative approach- Measuring brand equity through this
approach is best. In qualitative approach through survey method they will know about the
satisfaction level of the customer regarding quality. They use quantitative method for measuring
cost analysis that how price make impacts on the brand.
Different approaches of Brand value
Cost Based approach : This is the significant approach or method that focused with the
cost in creating or replacing the brand. The cost have many methods such as accumulated cost or
historical cost method, replacement cost method. etc.
Historical cost method of cost based which is generally used in the initial stage of brand
creation when specific market application and benefits cannot be identified. Besides,

replacement cost method values affect the brand considering the expenditures value replaced
with a new one that gives equivalent utility to the company.
Market Based Approach : this approach relate to the amount at which brand has sold in
terms of highest value. On which a single buyer and seller are prepared to pay for an asset. It has
different types of method such as comparable approach method, Brand equity based method,
Residual method etc.
Income Based Approach : this approach helps to know about the future potential value
of a brand and value is strong in the current open market valuation. It has different methods such
as Royalty relief method, differential of price to sale ratios method, Price premium method,
Brand Equity based on discounted cash flow etc.
Formulary Approach : this approach generally used in commercial areas by consulting
with any other organisation. It has includes different methods as well such as Inter brand
approach which refers to the brand consultancy firm which specializing with some of the areas
such as brand strategy, brand analytics, brand valuation etc.
CONCLUSION
From above study it has been summarised the importance of branding as a marketing tool
and its involvement in business practice,key components of successful brand strategy to build
and manage brand equity, different strategies of portfolio management,band hierarchy and brand
equity management, how brands are managed collaboratively and in partnership both at domestic
and global level,different types of techniques for measuring and managing brand value with an
example.

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