Analyzing Brand Portfolio and Brand Equity

The assignment analyzes various aspects of brand portfolio and equity, including the Aaker model, brand hierarchy, and consumer-based brand equity models. It also discusses brand management strategies, such as generating brand awareness in online social networks and managing across a corporate and product brand portfolio. The document provides references to research papers and articles on these topics, including ones by authors such as Keller, Marin, Ramaswamy, and Steenkamp.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Introduction.................................................................................................................................4
Main Body...................................................................................................................................5
Conclusion ..................................................................................................................................7
TASK 2............................................................................................................................................8
2.Brand Portfolio And Hierarchy Management..........................................................................8
TASK 3..........................................................................................................................................12
1.Brand Extension And Leverage.............................................................................................12
2.Weakness of brand that can be leveraged..............................................................................13
3 Partnership agreement............................................................................................................13
TASK 4 .........................................................................................................................................14
Brand value...............................................................................................................................14
Brand awareness........................................................................................................................14
Market share..............................................................................................................................14
Consumers attitudes..................................................................................................................15
Purchasing intent.......................................................................................................................15
Conclusion ....................................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management refers to the planning and analysis on how a brand can become aware
in terms of producing better quality. According to the article of optimum impression Ltd, brand
is the power of the company and in this study we will determine that how the brand is the power
of our chosen company Apple. Apple is an American multinational company that produce the
electronic computer software and products to the consumers. For a good brand management of
Apple company, improving harmonious relationship with consumers is essential in the
marketplace. It includes the various aspects of products like price, quality and packing. The
present study shows the importance of the brand and also determine that how we can create the
better brand equity of the newly established company. Study lays emphasis on analysing the
brand portfolio and strategies used for managing the equity of brands in the organisation. Report
will highlight the stages of extension and leverage of brand including the analysis of strength and
weaknesses. In the study will also determine the various techniques of measuring and managing
the brand value of Apple.

TASK 1
“Brand is power”
Introduction
Brand
It refers to an experience of the consumers which differentiate the product of the
company from others through the branding strategies which includes the brand loyalty and
trademark of the enterprise. Its aim is to create good impression in the mind of the customers.
Brands are expressed in the logo and graphic representation.
Brand equity is a marketing term which determine the value of the company brand through the
consumer experience and perception in terms of the products or services. It is one of the
important factor of brand which can retain the financial value of the organisation through the
consumer recognition of the logo which increase the interest of the customer towards goods and
services of the enterprise(Ramaswamy and Ozcan 2016).
Stages of building a successful brand
Conduct an effective market search
For building a successful brand image, company has to find out the customers need through the
various surveys and conducting face to face interviews with the consumers. Also, to determine
that how many consumers know about their company's products and services. The Apple Used
customer research to found its weaknesses and new opportunities are available in market.
Focus on unique value proposition
In this product has to convey the unique value to the consumers by providing the
products according to the requirement of the customers at the less price, better quality, more
quantity etc. than other products. The Apple provide its product in low price compare to
competitors.
Select a brand name which delivers your information
When the need of the customers is identified, the next step is to provide the product information
to them, its time to select a brand name which can provide the message clearly. The brand
selected this name as steve job thought said that it was on his my fruitarian diets” and had just

come back from an apple farm, and thought the name sounded “fun, spirited and not
intimidating.
Creates an emotional contact
This stage is very important for building a successful brand image because it includes
the direct connection with the customers which is essential for improving the effectiveness of
the brand image. The Apple Creates an emotional contact with customers by connecting its
products with need and emotions of the customers.
Deliver a consistent communication
The final stage involves the good communication with the customer about the product in
terms of the quality, price and quantity for increasing the interest of the consumers. The Apple
Communicate about its product to customers through advertisement, marketing etc(Keller and
Brexendorf 2017).
Role of the marketing Department in creating a brand equity
Marketing department plays an important role in building a brand equity because it includes the
information related to the product, price and distribution channel. This program is essential for
creating brand image. Brand equity can be increased by the customers and for this marketing
department create the awareness in consumers towards company through the advertisement of
the products and service. The main role of marketing is not only highlights the products details
but also provide the way in which consumer can easily get the products and services of the
company. This procedure can enhance the brand equity.
Main Body
According to the David's model brand equity refers to the bundle of the assets and responsibility
which are linked to the brand, its name and logo that subtracts from the goodwill which is
provided by the product to the consumers. This model define how the brand equity assets create
the value for the customers as well as enterprise.
Through the David Aaker's model we can strengthen the brand equity, brand extension,
reinforcing and overcoming a brand crises by the each brand equity assets and liability.

The first determinant of the model is
Brand loyalty, it increases the value of brand by decreasing the marketing cost. Consumers
always wants that, product will be always available according to their need and giving them the
information about the way of uses product. The Apple can creates brand loyalty by increase the
quality of products for example provide the iPhone with high gesture censer.
Brand awareness, it includes the various factor which attract the consumers towards the
company products such as familiar with customers which can be improve by the recognition of
the company for their best quality products. The apple creates its brand awareness by social
publishing and paid social ads about the apple tablets in terms of improved internal procedure.
Perceived quality, It improves the better brand equity of company in the market by introducing
the customers about the quality and price of the product in terms of the importance of the goods
and services. Apple perceived its quality by positive customer experience and its current
corporate image. These can be possible through the consumer surveys about the uses of product.
Illustration 1: Aaker Model
Source: (Aaker Model- Defining Brand Identity (Philip Kotler Summary), 2018)

Brand association reinforcing the brand because it is associated with the persons or a special
personality which play the important role in improving the interest of the customers towards the
company by providing the specific information. It has also the competitive advantage in the
market because it provides the reason to consumers for buying the products.
Proprietary brand assets, Apple has legal aspects such as trademarks and patents which
protect the brand equity of the company from the other competitors which use the similar name
or packing of the products for confusing the customers. It strengthens the brand equity in terms
of the security and protection of the brand goodwill and trademarks.
Strategy for brand extension
Brand extension is a marketing tool which introduce the customer about the new
products of the Apple company to sell it. It is the process which help their business to grows in
new business area for gaining more profit. For brand extension Apple company follow the
various strategy such as developing art strategy of product and services which include the
digital hub. This all are element increase the productivity of the company which ultimately
results in the high profit margin.
Reinforcing strategy
The Apple company use this strategy for developing their business on a large extent in
the market place through the creative innovations. It includes providing the information about
product which are recognised by the executive to keep the customer informed about the quality
and price of product and also introduce the direction of the company in terms of the new trends.
Strategies to Revitalising brands or overcome with crisis
The Apple company adopt this strategy when their selling of products gets down and
decrease the level of profit. This problem can be solved through the innovation in the products
of the company. For example, in process of manufacturing a product they improve their internal
process or applications with innovation Apple can increase the sell of its product in the market.
Conclusion
Branding of Apple act as important tool of marketing for this organization because good
branding make the memorable identification in the mind of customers. The brand is the element
which attract the customers from the market place and also increase the productivity as well as
profit for Apple. Branding has supported firm in expanding there market share and attracting
more consumers. The branding shows the identity of product and services of the company

which is very essential determinants of the Apple company.(Barreda 2015).
TASK 2
2.Brand Portfolio And Hierarchy Management
1. Organizations Brand Portfolio Strategy
Brand portfolio is an umbrella which have collection of brands under company control.
To better explain what a brand portfolio looks like, consider Apple as company. In addition of
mobile, company produce many other entities as well. Brand portfolio encompasses all entities
of a company under an umbrella, when its entities have there own trademarks. Some models are
used for brand portfolio they are such as follows(Agostini, Filippini and Nosella 2015)
House of Brands- This model is used when various products of different categories have
different brand name. Firms which comes under this model have there own brand name which
popular than there parent company. Hindustan Unilever produced many numbers of products but
each product of this company have its own brand value in market such as lux, lipton, dove,
rexona, etc.
Branded House- This model is used when firm choose a corporate name for its all
products. Advantage of this model increased brand awareness, brand knowledge and reduced
marketing & advertising expenses. Disadvantage of this model is that if problem occur in one
product then negative effect of that comes on entire brand. Apple uses this model for its products
brand portfolio. Apple has many products such as Macintosh, i-watch, iPhone, iPod etc. but they
never differentiated with its master brand. Apple's logo located on the back of all its products.
Apple keeps its branding by running all its sub products(Liu, Liu and Lin 2015).
Hybrid (Mixed) Brand- In this model entity and its parent company both are promoting
together, and both have interrelated market value because of each other. Honda is example of
this model. Honda promotes its cars, bikes and all products with their own name as well as
company name (Honda).
2. Hierarchy of Organizations Portfolio
Hierarchy Management- Hierarchy management is a vertical link or chain of command
between superior and subordinate level of organization by different level of authority. In

hierarchy management lower levels are controlled by higher levels. Levels of hierarchy is known
as tall organizations have high no. of management levels where flat organizations have low no.
of management levels(Roll 2015).
Brand Name Hierarchy Description
iPhone 6S iPhone 6 and 6s is announced in 2015. It has
advanced hardware with 4.7” retina display,
5MP face time HD camera. This was the first
phone which support LTE advanced support
network and 3D touch display.
iPhone SE iPhone SE announced in march 2016. It has
4.0” retina display with A9 chip and 1.2MP
face time HD camera.
iPhone 7 iPhone 7 announced in 2016. It comes with
A10 fusion chip, 7MP face time HD camera. It
was announced with one unique feature that is
water resistance to depth of 1 meter up to 30
minutes.
Illustration 2: iPhone Hierarchy
Source:(Brand Hierarchy, 2016)

iPhone 8 iPhone 8 is announced in 2017 with many
advance feature of its previous products. It has
A11 chip and wireless charging which work
with Qi chargers. In this model capacity was
increased from 32 GB to 64 GB.
iPhone X iPhone X is announced in 2017. It has super
retina with 5.8” HD display. For secure login
face id feature launched in this model. This
model expanded its features such as Dual 12
MP wide angle telephoto cameras.
3. Brand Equity- Brand equity is the commercial value derives of a product from consumer
perception about the brand name instead of product itself. For this company use different types
of models such as Aaker's brand equity model, consumer based brand equity model
etc(Steenkamp 2017).
Consumer Based Brand Equity Model: This model is created by Professor Kavin Lane
Keller in his book Strategic Brand Management. This model incorporates managerial practices
and theoretical advances to understand and influence consumers behaviour. The concept behind
this model is simply lies on what customers have learned, felt, seen and heard about the brand as
result of their experience, and building a strong brand on consumers. The positive consumer
based equity is when consumer reacts more favourable to products. From this model brand
equity of product is building, measuring and managing(Wallina and Spry 2016).

Brand Salience: It can be described with this question 'who we are'. This is basically creating
awareness of brand. Apple found answer of this question that how and why customers buy its
product, by creating brand awareness through marketing, advertising. There are no. of products
are produced by apple and they all comes in knowledge with good marketing and techniques
used by apple.
Brand performance & imagery: It described in question 'what we are'. Apple identify what
brand or product they are. Apple focuses on how its brand satisfy primary need of its customers
by providing-new & innovative features or technology, best quality, best services etc. Imagery is
influence by intangible aspects of product or brand such as-word of mouth advertising.
Judgements & Feelings: Judgements and feelings is that what customer thinks about you.
Judgement aspect of apple is strong because customers of this brand are satisfy with its quality,
service, cost etc. Feeling is emotional branding which connects customers to its next level.(Wang
and Chung 2015)
Brand Resonance: This is the level where customer loyalty, engagement, attachment ad sense
of community is measured. Apple manages these four aspects very well in projecting its brand to
customers. Apple created attitudinal attachment in the minds of customers by make them feel
Illustration 3: Consumer Based Brand Equity Model
Source: (Brand Portfolio Analysis, 2015)

that they are flowing with the changing trend. Apple is a brand with that customers can have
happy and long-life relation because it gives high customer satisfaction with its products.
TASK 3
1.Brand Extension And Leverage
Techniques of brand leverage-
Brand Extension: Brand extension is launching a new product by using existing well developed
brand name. To increase and leverage brand equity organizations used this strategy. Brand
extension can be related or unrelated expansion. For example Apple started with I-phone and
eventually reached to develop other sub-brands like Mac book, I-watch and many more
Line Extension: Line extension is adding new variants in existing product. It is useful to reach
out to new customers who seek new benefits which are not offered by existing brand. It leads to
managerial focus on minor modification, packaging etc. instead of new innovation. Like for
example Apple first launched I-phone then deliver the other line products that includes I-phone
6, 7 and 8.
Brand Stretching or Vertical Extension:Vertical extension means introducing related brand in
the same product category. It used to grow there core business. It can be done in two ways-
upscale extension means where a new product launched in high price and high quality, than the
original is introduced. Downscale extension is when a new product launched in low price with
lower quality than original. Apple launched its all version of iPhone in upscale extension means
all new version of iPhone has high price with better quality to last one(Schuetze 2018).
Brand Extension Line Extension
When a company expand its products in
different unrelated markets.
When a company expands its existing product
with new technology, colour & features.
Apple started its brand extension before long
time ago. Examples of its extension is Mac,
iPad, iPhone, apple watch, apple tv, mp3
players etc.
Apple is a strong brand and one of its line
extension is . iPhone4, iPhone5, iPhonex etc
are also example of line extension.
Increase category of products launched by
Apple- personal computers, laptops, mobiles,
smart watch, smart tv etc.
Increase no. of products- iPhone 4, iPhone 5,
iPhone x etc.

Strength of brand that can be leveraged: When Apple launched its new product i-Phone its
strong brand image avoids cost of developing a new brand and allow to enter in new market.
Apple has extended its product in new segments by using its existing brand name of I-phone
which makes acceptance of new products easy for company. Strength of the I-phone that can be
leveraged is that the new I-phones in comparison to older one came up with good battery backup.
All the advertisement done by the company related to phone is set according to the trends
following in the market. Like for example they in I-phone 8 Apple is providing 2 Gb Ram which
previously was of 1 GB.
2.Weakness of brand that can be leveraged
Apple sold its products at high price so it attracts fewer customers compare to other
brands. Consumers prefer low price with high technology. Apple retains its customers but create
new customers in very low rate because of its high selling price. New product in unrelated
markets may become reason of loss of reliability. iPhone SE product is example of this it can't
able to get that much success in its life cycle compare to other products. I-phone brand has
several other weaknesses that needs to be leveraged. Like for example Notch on I-phone X is
lees powerful when compared with mobile phones deliver by Samsung. Also apple has not
designed finger print censor on I-phone X. Extension can also cause intra-firm competition,
where conflict arises among different division of a company.
Suggestions: Brand extension should be used and implemented carefully because it has many
weaknesses and disadvantages as well. Before launching the product, market research must be
done. Apple can improve the services of I-phone by providing the users with the finger print
censor. Also they can provide external memory card slot which I-phone 8 is not having. Actually
Apple should also give warranty that the hardware push button will not easily damage.
3 Partnership agreement
Apple company has the partnership agreement with the Cisco. This partner enterprise
provides the leading networking, protecting and collaborating solutions for the apple products.
Through the Apple devices and Cisco networks both the companies creates the best experience.
With the help of Cisco's new technology Apple can connect with various enterprise connection
and it is also provided the security protection to the organisation.

The apple company also associated with the application software and data base company
as a partner which will support them in re-designing I-phone. This partner company help the
Apple, by joint efforts to develop a new iOS software development kit and training academy.
Apple and Ge also working together to increasing the efficiency and effectiveness in the work
flows at very wide range across the industry. Both the companies committed to design the set of
development tools and to improve the apps together using apples designs sensibility and better
understanding of iOS. The apple and Sales force also has the agreement which is known as
strategic partnership that builds the number one consumer relationship platform. Sales force
redesign its apps for improving the new feature of iOS(Heding, Knudtzen and Bjerre 2015).
TASK 4
Brand value
Brand value can be determine through the technique which include the comparison of the
Apple with the other company in terms of same product which are sell by both company. It
involves the various aspects such as price, quality and packing of the products for effective
comparison. The brand value also measured by the net profit of company in terms of firms value
in the past few years and also through evaluating particular key aspects which are attached with
brand such as market share, loyalty and trade. For managing the brand value Apple can produce
the product at effective cost according the value of this product to the customers. Brand value
can be managed by maintaining the quality and design the product according to the needs and
demands of consumer. Also it can be managed by introducing new and innovative products
Apple should also be engaged in solving the feedback given by consumers in order to manage
the value of brand.
Brand awareness
Brand awareness in creating or promoting product. This is very important when a new
product launched in market. The brand awareness of the apple company can evaluate by the
customers through the honest feedback and surveys which can be online and offline, the survey
are mostly used by the company by the essay writing from consumers. It is also measured by the
review sites of the apple company where customers provide the suggestion and review for the
enterprise. For managing the brand awareness company have to fulfill the requirement of
consumer perception with the total quality management in all the ways. The brand is user

friendly and provides ease use of the products to the customers. Apple creates its brand
awareness using advertisements, word of mouth methods(Steenkamp 2017).
Market share
Market share represent the share of the organization's sale in the marketplace. It can be
determined or measured through the total revenue of the company dividing by the whole industry
revenue. Accounts department play an important role in evaluating the market share because it
includes the total sell and profit of the company over a period. The management of the market
share can be done by increasing the profit of the company. It also managed by reducing the cost
of the product and offering the best quality goods to the consumers which increase the overall
sales of the apple and retain the market share in the market place. Apple's market share is out of
total purchase of a customer of a product or service, what percent goes to Apple are market
shares of Apple. Market shares are managed by improving its product quality and launching
innovative products.
Consumers attitudes
Marketers need to know what consumers like and dislike. Customer attitude refers to the
belief and feeling for the business. It is measured by the determination of consumers interest
towards Apple company. The consumer interest can be evaluate through the social media and
providing questionnaire for getting honest view points. For managing Customer attitude Apple
can provide the products according to the consumer needs at the effective price. Consumers
attitude can be favourable or unfavourable. Consumers attitude can be developed by family
influence, peer group influence, personality, information and experience. Consumers attitude
also managed by identifying the consumer perception effectively, in order to improving the
changing customer attitudes, for this Apple needs to understand the present requirement of goods
and services and for this, design the plan to improve the area where perception leads to negative
effects towards the Apple. Apple develop its customers attitude by knowledge and experience of
its products(Sevel, Abratt and Kleyn 2018).
Purchasing intent
Purchasing intent is basically willingness of a customer to buy a product or service.
Measuring purchase intent helps to evaluate the optimal price of the product or service. It can be
determine through the identification of customers need towards the various products and
services. Goal of purchasing intent is delivered the right information to the customers. For

measuring purchase intent, Apple collect data through different sources of all products and
identify which product is got high ranking at selling point or have the effective effect in the
market place, by this analysis apple can manage purchasing intent efficiently by providing the
products according to the customer needs. Apple manage its purchasing intent by better enable
messaging(Marin, Ruiz De Maya and Rubio 2018).
Conclusion
From the above study it has been summarized that brand management is compulsory part
for an organization. This study covered that brand is work as power for company. To became a
global brand different brand strategies are used by companies according to there targeted
segment. A company gained profit and achieve goal of company through brand extension and
line extension. Brand leverage did by company through brand stretching or vertical expansion.
This study covered how branding is important for a company, and how it did. It is learned by
study that Apple measure and manage its brand value by increasing brand value, brand
awareness, market share in market. Brand extension did by 3 these techniques- brand extension,
line extension, brand stretching. The above study include factors which convert a brand in global
brand by using some techniques. A evaluation is done in the above study which justify branding
of Apple.

REFERENCES
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ONLINE
Brand Portfolio Analysis, 2015. [ONLINE] Available through
<https://mblm.com/subservices/brand-portfolio-analysis/>
Brand Hierarchy, 2016. [ONLINE] Available through <https://www.mbaknol.com/marketing-
management/brand-hierarchy/>
Aaker Model- Defining Brand Identity (Philip Kotler Summary), 2018. [ONLINE] Available
through <https://marketinglessons.in/aaker-model-defining-brand-identity/>