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Assignment on Brand Management - Marks and Spencer

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Added on  2020-12-18

Assignment on Brand Management - Marks and Spencer

   Added on 2020-12-18

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BRANDMANAGEMENT
Assignment on Brand Management - Marks and Spencer_1
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Introduction............................................................................................................................1Main Body..............................................................................................................................2Conclusion..............................................................................................................................4TASK 2............................................................................................................................................4P3 Different strategies of portfolio management, brand hierarchy and brand equitymanagement............................................................................................................................4TASK3 ............................................................................................................................................6P4 Brands are managed collaboratively and in partnership for domestic and global level....6TASK 4............................................................................................................................................9P5 Different types of techniques for measuring and managing brand value..........................9CONCLUSION..............................................................................................................................12REFERENCES ............................................................................................................................13
Assignment on Brand Management - Marks and Spencer_2
Assignment on Brand Management - Marks and Spencer_3
INTRODUCTIONBrand management refers to analysis as well as planning to perceive the brand at marketplace. Brand Management requires various aspects like cost, in store presentation, customersatisfaction and competition. It is planning and analysis about how brand perceived in market. Itis important to create relationship with target customer and elements of brand includes price,look and packaging (Abrahams, 2016). The given assignment is based on two companies such asOptimum Impression Ltd and Marks and Spencer (M&S). As per scenario given in project taskfirst is based on Optimum Impression Ltd and remaining task on M&S. It is retailer multinationalcompany situated at Westminster, London incorporated in 1884. It deals in clothing, foodproducts, home appliances. Under this, discussing about importance of branding as marketingtool and key component for successful brand strategy for building and managing brand equity.Also, different strategies for portfolio management, brand hierarchy and equity management.Brand is managed collaboratively and in partnership both at domestic and global level.Assignment has covered types of techniques for measuring and managing brand values.TASK 1IntroductionBrand is any name, design, term and other feature which distinguish organisation and itsproducts from others. It is used in marketing, business and advertising. It helps consumers incrowd and marketplace by standing with benefits and value of products. Legal name of brand istrademark which represent or identifies firm is called brand name (Annie Jin, 2012).Brand equity refers to value premium which company generate through product withrecognizable name when it is compared to generic equivalent. Company create brand equity ofproducts by making memorable, superior quality, easily recognizable and reliability. There aresome stages of Building successful brand used by Optimum Impression Ltd which is described.First stage is Define how you want to be perceived, in this is stage, company build successfulbrand in minds of customer. It includes taste, experience, preferences of consumers related withproduct. Through help of this step, organisation can know about product liked by its user. Incontext of Optimum Impression Ltd, it manufactures goods as per need and demand of theircustomers (Asmussen and et. al., 2013). Second stage is Organise business based on promise, itis related to building brand based on promise made by organisation. As per this step, company1
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