Measuring Brand Value of Apple and Google

This assignment explores the strategies employed by Apple and Google to assess their brand value. It delves into methods like customer surveys, direct traffic tracking, and understanding customer behavior to gauge brand equity. The report further examines various approaches to brand valuation, including correlation techniques, value assessment frameworks, and residual models based on Keller's brand equity model.

BRAND MANAGEMENT

Table of Contents
BRAND MANAGEMENT..............................................................................................................1
INTRODUCTION...........................................................................................................................3
Section 1...........................................................................................................................................3
P1 Explanation about the significance of branding as marketing techniques and its impact
upon the business practices.........................................................................................................3
P2 Analysis of the major components of successful brand strategy for design brand equity....5
Section 2...........................................................................................................................................6
P3 Explanation about various brand strategies, portfolio management, brand hierarchy and
brand equity management...........................................................................................................6
P4 Evaluation about how brands are collaboratively and in partnership both at domestics and
global level................................................................................................................................13
P5 Evaluation about various techniques for measuring and brand value using both brands....14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16
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INTRODUCTION
Brand management consists with tangible and intangible features of brand and it also a
planning on how that brand is perceived in the market. By effective brand, company can attract
large number of customer and gain impressive profitability. The brand management includes
tangible component such as price, packaging, look, features etc. On the other hand intangible
component are that experience of customer which has had with associated brand (Beneke and et.
al., 2013). Every organisation woks for make its brand more impressive, effective and innovative
in the market so as it can able to attract more customers and gain long term sustainability. The
present report is based on the significance of branding and key components of successful brand
strategy. In addition to this, various techniques and strategies for measuring and managing brand
value over time has been also addressed with respect of Google and Apple corporation. The
major objective of this report is to acknowledge the importance of brand management and its
several strategies which help to both brands in improving its position in the market.
Section 1 Understanding about how brand built and managed over time
P1 Explanation about the significance of branding as marketing techniques and its impact upon
the business practices.
What is brand
Brand is a symbol, feature, design, name, logo of product, service and concept that helps
to organisation in distinguishing it from other firms in the market. With help of brand, company
can easily communicate and marketed its product and services in the market and attract
customers toward brand. A unique sign and symbol can create image of company through which
it can differentiate its product and services from other rivals in the market.
Brand is an important tool
Brand is an important marketing technique through which firm can communicate its
product and services in front of customers (Bringle, Hatcher and Jones, 2012). The major
objective of using branding as a marketing technique is to differentiate its product and services
from other competitors in the market. While product have a unique name, symbol, feature,
packaging, appearance and image then it becomes easier for customers to find out product in a
crowded market. A brand helps to customers in reducing their time for search the product in the
market. In addition to this, with help of unique brand, customer can evaluate quality , features,
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uniqueness of products if they are unable to take the decision regarding purchasing the best
commodity. On the other hand in the context of seller, branding helps the organisation in
introduce new product and services in the market and develop its own brand image. In addition
to this it assists in identifying corporation's commodities making repeat purchase easier for
customers (Cozby and Bates, 2015). The major advantage of brand for organisation is enhancing
promotional efforts. Company can easily advertise and promote its product and services in the
market without making many efforts because different image, symbol and logo is a sign to
promote the products.
Brand Equity
Brand equity is an indicator of organisation ability, performance and effectiveness in the
public market. It consists with three major elements that is consumers perception, negative
effects and the resulting value. Brand equity refers to the value of a brand and its generally built
by customer perception which include experience and knowledge with brand and its products.
With effective brand equity, customer can attract automatically toward the brand thus it is very
important for organisation to design impressive equity for its brand (Gioia, Corley and Hamilton,
2013).
Brand differs from the product
The brand and product are two different terms which are usually encountered in the
marketing. The brand and product is different from each other because brand can built on the
basis of perception and experience of customers. Product is created by organisation in order to
fulfil the needs and demand of customers. The brand can not be copied and duplicated by any
organisation because it includes unique feature and characteristics. However, product can be
easily duplicated and it passes through a life cycle but brand is timeless (Kitchin and Tate, 2013).
The major difference between product and brand is that product is an item which is ready for sale
in the market whereas a brand is something which distinguishes a product from other
commodities in the market. Basically a product can created by manufacturer and it performs by
its functions. It may be tangible and intangible in nature. A product can outdated after its durable
time period whereas brand remains forever. A brand offers value and it is only tangible which is
created by customers in the market.
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A good branding is always easy to remember and recognise. Thus while any organisation
set its brand in the market then it should establish uniqueness with product name, symbol,
appearances, characteristics etc. A good brad should be easy to pronounce and easy to attract
attention.
M1 How brand brands are managed successfully over time application of appropriate theories,
model and concepts
CBBC model
In order to establish a unique and strong brand in the market, Keller's brand equity model
can help to organisation in large manner. This model is also known as customer based brand
equity model which have major four steps that is brand identity, brand meaning, brand response
and brand resonance. (Pujol, 2010 ).
In the second stage corporation identify and communicate what is the brand mean and
what is stands for. In this stage, company major focus on two things that are performance ad
imagery. In the context of performance, it measures who well product actually meets customer
demand and imagery defines that how well organisation meet customer requirement at social and
psychological level. In the third stage customer responses to brand on the basis of two categories
that is quality and credibility. In the quality context customer judge a product and brand based on
its actual quality perceived by them. On the other hand credibility mean customer judge based on
three dimension that is expertise, likeability and trustworthiness. At the end stage of brand
resonance four categories can consider that is behaviour loyalty, attitudinal attachment, sense of
community and active engagement.
P2 Analysis of the major components of successful brand strategy for design brand equity
Key elements of brand
It is very important for any organisation to manage its brand and develop over long time
period so as it can sustain in the market for long time period. If company brand have strong
position in the market then customer will automatically attract towards it. Profitability and
market share is also depends upon the suitability of brand in the market for long time. There are
several ways and criteria to manage and develop brand over long time period under which
innovation and creativity is one of the way through which company can sustain its brand for long
time (Somech and Drach-Zahavy 2013). With help of innovation and creativity, company can
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bring innovative features, characteristics and effectiveness along with its product and services. It
is very important for firm to serve something new and creative along with its services through
customer can get effective satisfaction. Another effective way to create the brand over long time
is improved culture of organisation. Well structured and sound culture provides opportunity to
learn something new within company so as they can contribute for attain objective in more
excellent way (Sarri,Bakouros and Petridou 2010). Company should also communicate its
employees about brand loyalty, uniqueness, objective, target, customer value, market value etc
so as they can give the best to its customers in the market. Another strategy to develop and
sustain brand for long time in the market is media through which company can easily promote
and communicate about its product and services in the market. Media includes all platforms for
advertisement like mobile phone, internet, camera, social media etc through which it can deliver
quick message, video, images, pictures about product and services to customers.
In order to establish a unique and strong brand in the market, Keller's brand equity model
can help to organisation in large manner. This model is also known as customer based brand
equity model which have major four steps that is brand identity, brand meaning, brand response
and brand resonance. By help of these mentioned four stage, firm can develop its own brand
equity in the market.
Major challenges developing a brand
While any organisation enters in the market for establish effective brand then there are
several challenges which faced by company. These challenges are as follows-
 In an organisation it is very hard for management to communicate its vision and objective
with its employees. In the absence of employees form can not achieve its determined
objective and promote its brand in the market.
Section 2
P3 Explanation about various brand strategies, portfolio management, brand hierarchy and brand
equity management
The brand portfolio strategy
A brand portfolio refers to an umbrella under which all brands and brand line of a particular firm
functions are included to serve the requirement of different market segments. A brand portfolio
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strategy defines roles, scope, structure of brand and interrelationship of the portfolio brands. It is
very difficult to create effective and impressive brand portfolio strategy for organisation.
In the context of Google company it is one of the American multinational technological
corporation that specialise for internet related services (Somech and Drach-Zahavy, 2013). It is
founded in 1998 and consisted with several services like cloud computing, search, software,
hardware, online advertising technologies etc. There are several brands included in the Portfolio
of Google that is Search, Google Maps, Google Translate, Google Chrome, You tube, Google
play Music, Google play Movies and TV, Chrome-cast, Google Home, Pixel 2, Goggle reader, G
mail, Google, Google Duo, Google+, Calendar, Keeps, Docs, Sheets, Slides, Drive, Google Fit,
Google play, Google messenger, Google play app, Google play games, Google store etc.
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On the other hand Apple Inc is American multinational technology corporation which
headquartered situated in the cupertino, California. It offers several products and services such as
consumer electronic, computer software, and online service. Apple Portfolio includes several
hardware products such as iPhone, smartphones, iPad tablet, computer, iPod portable media
players, Apple TV, digital media players, HomePod smart speakers. Apple also offers some
software such as macOS, iOS operating system, iWork creativity, iTunes media, Safari web
browser. In addition to this, online services includes such as iTunes stores, Mac app, apple
musicc, iCloud etc (Urban, Hauser and Urban, 2003).
Google company and Apple have its own portfolio strategy under which they have followed five
major challenges which are discussed below-
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 Define the brand role- In this portfolio strategy google and Apple have introduced more
and more brands for its customer to keep them satisfy. In this strategy, Google and Apple
have design such innovative product and services along with several brand through which
customers interest can increase toward brand and they repetitively purchase the product
and services from same brand (Chesbrough, 2006).
 Thing long term- In this strategy of brand portfolio, Google and Apple brand portfolio
have balanced the duel tension of near term profit and loss. Manager of both Apple and
Google company have use qualitative approaches so as they can take effective long term
decision for business.
 Take a consumer perspective- With help of this portfolio strategy, manager of Apple and
Google have meet the actual customer demand regarding product and services
(Davenport, 2013). In this strategy it is very important for corporation to understand the
actual needs of customer so both corporation have effectively understood the demand and
delivered product accordingly.
 Consider brand architecture models- It is the way through which brand portfolio structure
can designed by organisation. It defines that how brand differentiated from one another
(Davenport, 2013). In this strategy, Both Apple and Google manager have effectively
designed its own creativity and innovativeness along with product and services through
which it has able to distinguish its product from its rivals. Hire someone- In order to manage the portfolio of company brand, Apple and Google
have hired brand portfolio manager. They have responsibility to division of brand along
with product and services.
The management hierarchy of the two brands
Management plays a very significant role within organisation through which each activities and
function can organise and accomplish in systematic manner. Thus, it is very important for top
authority to set the structure of management in such manner through which every department can
easily carry out their work and achieve their objective. Google is currently one of the most
technological advanced and reputed firm which solve various works of organisation as well as
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citizens. A brand hierarchy is a means of summarizing the branding strategy by displaying the
numbers and nature of common and distinctive brand elements. Its professionals formulates the
hierarchy which is categorised on the basis of power, authority and decision making. These
classified is basically conducted on the basis of three level which are discussed below-
Administrative Google company level- This level professional undertakes entire administrative
work for the organisation. In this level includes Google chairman, president of the Google, vice
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chairmen, CEO, MIS director, chief information officer, Google vice presidents, Senior manager,
administration head etc.
Executive Google company level- All executive level responsibility are undertaking by this level
under which includes team leader of specific departments. They have to handle the entire team
professional and their activities. In this includes network architect, chief marketing officers,
senior Technology Engineer, Chief Sales Officer, Head of Web Technologies, Project Manager
etc.
Operational Google company level- This level experts have to manage some specific area's
activities and function within organisation. This includes database commissioners, application
engineer, help desk technician, software programmers, telecommunication engineers, head of
contend writer team etc.
Brand hierarchy of Apple and Google
A brand hierarchy is a means of summarizing the branding strategy by displaying the
numbers and nature of common and distinctive brand elements. It is based on the different
product and brand which is associated with organisation Apple Inc is American multinational
technology corporation which headquartered situated in the cupertino, California. It offers
several products and services such as consumer electronic, computer software, and online
service. Apple and Google brand hierarchy have major four potential level which are discussed
below-
 Corporate- Corporate brand is one brand which always present somewhere on the product
packages and services.
 Range brand- In this strategy includes range brand which is lower as compare to
corporate brands.
 Individual brand- In this includes specific brands of organisation.
A brand pecking order is short rundown of marking methodology which portrays the number and
nature of some regular components and furthermore unmistakable of brand crosswise over
organisatinns administrations and items. It depends on the acknowledgment in which firm items
can be rebranded or repeat in different techniques. It is altogether relied upon the past
components which is utilized for marking effectively.It characterizes the blend of making any
item or administration. What's more, image chain of command moves from top level to base
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level includes more passages at each level where it succeed. Different level of brand progressive
system will create and enhance the techniques for mark. The brand pecking order is additionally
occupied in assessing the logo and picture of brand utilizing the exploration and estimating the
data gained from business sectors successfully and proficiently. It will incorporate two levels, for
example, vital basic leadership and support of officials.
The brand equity management using the CBBC model
In order to establish a unique and strong brand in the market, Keller's brand equity model
can help to organisation in large manner. This model is also known as customer based brand
equity model which have major four steps that is brand identity, brand meaning, brand response
and brand resonance. (Pujol, 2010 ).
In the second stage corporation identify and communicate what is the brand mean and what is
stands for. In this stage, company major focus on two things that are performance ad imagery. In
the context of performance, it measures who well product actually meets customer demand and
imagery defines that how well organisation meet customer requirement at social and
psychological level. In the third stage customer responses to brand on the basis of two categories
that is quality and credibility. In the quality context customer judge a product and brand based on
its actual quality perceived by them. On the other hand credibility mean customer judge based on
three dimension that is expertise, likeability and trustworthiness. At the end stage of brand
resonance four categories can consider that is behaviour loyalty, attitudinal attachment, sense of
community and active engagement. Google and Apple company have effectively applied this
model in order to manage the brand equity management. In this model in the first stage, company
goal is to brand salience or awareness. In this stage, company actually knows that who are
customers and how they see brand and explore whether there are different market segments. In
this stage, it is very important for organisation to identify customer needs and different
relationship with brands in the market. At the initial level, Google and Apple have faced several
issues in the brand popularity because there are already numbers of rival available in the market.
In order to develop strong branding firstly both corporation have effective conducted market
research to identify actual requirement of customer regarding product and services. While it have
effectively known the actual taste of customers then it have develop product strategy to meet
customer requirement. At the time of brand development, both organisation have applied the
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model of brand equity management. Both company have followed each stage in its brand
management and developed strong brand image the market.
Thus, from the discussion about Keller's brand equity model it has been analysed that by
help of these mentioned four stage, firm can develop its own brand equity in the market.
P4 Evaluation about how brands are collaboratively and in partnership both at domestics and
global level
As per the above points, it has been analysed and evaluated that Apple and Google
company has effective brand portfolio strategy and brand position in the market due to which it
has impressive market share (Cammarota and Fine 2010). These two brand have contributed
several good efforts through which it has gain its extreme success in the market. It strength have
assisted them to leveraged and extended at domestic and global level. It has successfully
collaborated with other brand with help of several strategies which are been discussed below.
The strategies and approaches of these two brand to cover up in global and domestic level are
discussed below-
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 Innovation and creativity- With help of innovation and creativity, company can bring
innovative features, characteristics and effectiveness along with its product and services.
It is very important for firm to serve something new and creative along with its services
through customer can get effective satisfaction (Billig and Waterman, 2014). Apple and
Google continuously provides high quality of product and services along with something
innovation. With help of this creativity it has successful develop strong brand image at
global level as well as domestic level. As apple and Google have adopted the innovation
and creativity strategy along with its product and services. These companies have
brought continuously improvement along with product and services and provided high
quality of services due to which it has successfully performed at global and domestic
level in the market. By creative idea and innovation it has successfully meet the
requirement of customers and meet their expectations. With help of innovation along
with product and services company can improve the brand and its good will in the
market. Collaboration working and partnership is another one of the criteria to improve
the performace of brand in the market.While employees collectively work within the
company then they can achieve the objecttive in more effective and efficient manner. Bridging network- A successful company always bridge their network with other in the
global economy by exploiting things. Apple have effectively bridged the gap network
with its several unique products such as iPod, iPhone etc. in the market (Kassim and
Asiah Abdullah,2010). With the help of effective market research, Apple have developed
its own computer or its operating software to attract large numbers of customer and fulfil
their demand. It has full fill the bridge between customer demand and supply in the
market. On the other hand Google have also successfully bridge the network by offering
several brands. Create new network- Google and Apple have become successful in collaborating other
brand in the market and attempt effective operation in global as well as domestic level
due to its new network (Fiegen, 2010). Apple is most prominent example of this aspect of
entrepreneurship which have offered beautiful hardware devises as well as software
services to its customers. Apple have creates new economic networks through
introducing iTunes, App stores, iPhone smartphones, iPad tablet, computer, portable
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media players like iPod, digital media players like Apple TV, Home Pod smart speakers.
On the other hand, Google have also created a new network by offer several brands such
as Goggle reader, G mail, Google, Google Duo, Google+, Calendar, Keeps, Docs, Sheets,
Slides, Drive, Google Fit, Google play, Google messenger, Google play store, Google
play games, Google store etc.
 Revitalisation strategy- In this strategy Apple and Google company will evaluate theitr
managerial function and marketing to revitalisation of the brand in the mind of
customers.
P5 Evaluation about various techniques for measuring and brand value using both brands
As per the above discussion it has been analysed that Apple and Google continuously
provides high quality of product and services along with something innovation (Yuksel, Yuksel
and Bilim, 2010). These two brand have contributed several good efforts through which it has
gain its extreme success in the market. It strength have assisted them to leveraged and extended
at domestic and global level. It is very important for successful entrepreneur to manage and
measure its brand value in the market. In order to measure the brand value, Both Apple and
Google have applied several methods of brand measurement and measuring which are
discussed below-
 Use social media- By listening the words of customer on the social media Apple and
Google have effectively measured its brand value in the market. By help of social media
several platforms such as Facebook, Twitter, You Tube etc companies have analysed and
measured its success and value in the market. This is to evaluate the use of social media
in terms of measuring the brand value of Apple where it is less active in comparison to
Google. This is on considering the fact where Apple is not having any social media
strategy. Google in opposition to which is known to make a much active use of social
media with a special purpose of ranking. Social listening additionally a superior path for
assessing the brand picture and incentive in the market towards clients adequately. This
should be possible by estimating the social destinations, for example, Facebook,
Instagram, Twitter and some other E-benefits productively. This will enable the two firms
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to assess the brand to an incentive with the shoppers perspective.This technique assits to
the company in giving the best result of business.
 Survey- It is another one of the strategy to measure the success and brand value in the
market. By getting customer feedback, review, suggestion, Apple and Google have
measured its success and brand value (Steve, 2015). Google is known to embrace an
emotional branding with the help of surveys. Apple together makes an effective use of
surveys that has a less involvement of its customers. It thereby conducts researches to
enhance their branding strategies which is mostly done by its marketing personnel.
 Direct traffic tracking- Google and Apple can measure its brand value by direct traffic
tracking under which numbers of visitors comes on the websites through direct
navigations or browsers and bookmark (Yoshida and James, 2010). By measuring the
traffic on the internet, these two brand that is apple and Google have measure its brand
value in the market.
 Determining brand equity research objectives: This will divided into three parts such
as exploring, tracking and extending the effectiveness of brand effectively. This will help
both firms to measure their position in the market and will increase the revenues
efficiently.
 Customer behaviours: Customer perspectives will provide an idea for apple and google
to evaluate their brand equity with the help of determining customer behaviour after
using the products effectively. This can be also done by knowing the knowledge and
experience of existing customers efficiently.
Various approaches of valuing brand
Brand deal correlation technique: Comparison strategy for assessing the brand esteem alludes
to the current information examination from introduce information. This will help the two firms
to gauge the brand deal in past, introduce and for the future viably.
Value assessment framework: Equity assurance portrays the outcomes which happened in
gainfulness and costs adequately. This has leverage for the two firms with a specific end goal to
quantify their budgetary esteems proficiently and will likewise assess the brand an incentive as
far as clients points of view.
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Leftover framework: The client based value model of Keller will help both apple and Google
to quantify their image esteem utilizing diverse methodologies in the market adequately
Likewise, clients desires which is without chance, practice cost and premium through and
through freedom assist them to make their powerful estimation of brand in the market division
with drawing closer to the clients inclinations and points of view proficiently.
CONCLUSION
From this report it has been concluded that brand is very significant marketing technique.
The major objective of using branding as a marketing technique is to differentiate its product and
services from other competitors in the market. A brand helps to customers in reducing their time
for search the product in the market. It has been also concluded that A brand portfolio strategy
defines roles, scope, structure of brand and interrelationship of the portfolio brands. It is very
difficult to create effective and impressive brand portfolio strategy for organisation
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