Brand Management Assignment | Apple and Samsung

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1. Significance of branding as a marketing tool and the way has emerged in business practice
................................................................................................................................................3
P2. Key components of a successful brand strategy for managing and building brand equity5
SECTION 2......................................................................................................................................8
P3. Various strategies of brand hierarchy, portfolio management and brand equity
management............................................................................................................................8
P4. Brands are managed collaboratively and in partnership................................................15
P5. Different tools and methods for assessing and managing brand value..........................18
CONCLUSION..............................................................................................................................20
REFERENCES...............................................................22

INTRODUCTION
Brand management is said to be utilization of many tools and techniques to improve the
image of brand of organization in-front of society. It become vital for company to upgrade its
goodwill from time to time so that it can sustain for a long time at marketplace. Corporations put
ample number of efforts to give best experience to its consumers. Firms uses different elements
like products, brand ambassadors, funds, finance and etcetera to enhance the value of company at
marketplace. In this report, two multinational companies has been taken which are Apple and
Samsung. Organisations are rapidly expanding its business in all over world (Ashworth and
Kavaratzis, 2010). Apple and Samsung deals in electronic different commodities, Mostly, these
firms are famous for mobiles. Assessment includes, evaluation of brand image at both domestic
and international market. Apart from this, assignment will put light on building trust among
consumers so that firm can sustain at marketplace and run its business for a long period of time.
Lastly, this report will show different approaches that executives uses to evaluate brand image.
SECTION 1
P1. Significance of branding as a marketing tool and the way has emerged in business practice
Developing of goodwill from time to time may improve brand image infront of world.
This process aid in giving hard competition to rivals at marketplace. Also, brand image which
has already been enhance can easily raise profit for organisation. Bringing up products in front of
consumer may help in grabbing others attention. These innovative goods aid in making proper
and long relations with users. There are so many elements which can be used by Apple to
upgrade its goodwill. They already have a unique logo that becomes an eye catching factor in the
market. Apart from this, they can use different sorts of processors, various designs so that
consumers can have the best experience after using products of Apple. Market is said to be
dynamic in nature. Thus. Apple should keep on grabbing and adapting those changes (Brodie and
et. al., 2013). This action may help them in giving rivalry to competitors. Long term relations
with users has been important for firms to run its business successfully.
Factor which is related to enhancing image of the brand it can be anything like
improvising quality of products in short period of time, using new tools and techniques, keep on

giving training and development sessions to employees may aid in becoming a leading company
at marketplace. In today era, brand management become mandatory for every single firm and
these importance are mentioned beneath :
Branding makes a company unique - Brand management is for attracting most of the
consumers so that firm can attain its targets. This process aid in improving both productivity and
profitability. Also, this function makes them unique at marketplace. Basically, logo of a company
should be an eye catching (Buil, De Chernatony and Martínez, 2013). Apart from this, quality
products and services also plays a vital role in appealing ample number of customers. Apple is
rapidly improvising its processors of mobiles, laptops, iPads and etcetera so that good experience
a user can have. This process aid in enhancing satisfaction level of consumers.
Trustworthiness - Users are most likely to spend money on quality goods also their taste
changes from time to time thus, it is important for firms to maintain attributes of products and
services and alter commodities as per users need and requirements. This whole process aid in
giving satisfaction to consumers. Hence, it became vital for Apple to deliver quality products so
that costumer keep belief in them for a long period of time. Administrators should also plan on
giving discounts to prime users. This promotional activity may help in grabbing much attention
of people than usual.
Change people into consumers - High quality products and services most likewise every
single person wants to use. Hence, Apple also have to make innovative and easy to use
commodities. This process can easily change people into customer. This approach is used for
new products so that it can become an eye catching for every single person. Promotional
activities are mostly used by Apple to grab the attention of persons who like to try new things.
Recently, Apple launched Iphone X and made ads in promoting the product (Christiaans, 2012)
. After this, these ads gets broadcast on television, social sites and etcetera.
Enliven staff members - An employee is said to be an asset for Apple and for other
organisations as well. Mainly, their aim is to hit targets on their jobs that they are doing in an
effective manner. By this, company attain their own targets. This helps in enhancing both
productivity and profitability of firm. Managers should recruit talented candidates so that they
can bring some innovative ideas with them. Sometimes these new members aid in improvising
operational activities.

Brand sets prospective - In modern era, it become essential for organisations to find out
what products exactly their rivals are selling at market. After this, they take initiatives like
improvising goods which are already at market and build new merchandise with innovative ideas
with keep an eye on what exactly consumer is asking for (Dempsey and Gruver, 2012). This
process helps them in enhancing productiveness and also profitability.
Differentiation between Brand and Product comprehended beneath :
BRAND PRODUCT
 Brand is used to grabbing the attention of
people so that users can buy products from
their known company. This helps
organizations in making long term
relations with consumers. A successful
brand product, customer will use again and
again.
 This factor aids in bringing up a company
at marketplace. Apple’s logo, quality
products are part of brand management
which helps in enhancing both
productivity and profitability.
 A product can be stated as a final thing of
all process of raw materials, resources,
capital and etc. Organizations forms them
as per need of consumers. These customers
can buy these products in exchange of
monetary.
 Main focus of a firm is to provide
satisfaction to customers by delivering
them goods as per their needs.
Hence, Apple and Samsung is continuously improvising its brand image infront of
outside world (Esch and et. al., 2014). Apart from this, they are also doing CSR activities that in
helping them in increasing goodwill at marketplace. These functions gave advantages to Apple
and aiding in giving competition to rivals.
P2. Key components of a successful brand strategy for managing and building brand equity
Brand equity is known as pulling out the value which is related to human being’s
perception in regards to goodwill of commodities and services. This process is being build by
brand image and not by products. It is mandatory for organisations like Apple to create quality
goods this helps them in enhancing goodwill of the company. This kind of approach in making

long term relationships with people because whenever they’ll hear the name of brand name that
deliver quality services to consumers they will trustworthy. Whole process that a company makes
for giving best experience to consumers helps them in making more effective decisions. Apple is
providing its services to users in a minimal rate. By this they have already become famous in all
over world. These actions can reduce risks like arrival of new companies in market and etcetera
(Gratwohl and et. al., 2011). Also, this steps aids in making quality products with minimum cost
and helps in giving satisfaction to end users. It has been found that there are few key approaches
that are related to brand equity that aid in enhancing goodwill and brand image and these are
mentioned beneath:
Digital marketing - In this context, this process can be stated as one of main functions
which mostly being used by Apple. Mainly, organisation finds out the sectors in which they want
to enhance its business and sets some targets and try to hit to hit those objectives that has been
set by them. In this process, Apple uses different approaches to grab attention of most of people
all around the world. Analysts for company mostly uses this approach where they try to enhance
goodwill of company. Directly targeting users in regards to their need, this element easily pull
the people who like to use new and innovative products.
Public relation - In order to attain targets, it is important for firms to set some targets and
follow it until and unless organisation achieve it. These plans helps a company to become a
leading one in front of all other firms. Managers and leaders of Apple try to show the vision of
company to its employees. This aid workers to give proper sort of services to consumers (Hanna
and Rowley, 2011). As technologies comes and goes it is mandatory for Apple’s management to
take right decision at right time so that public needs get fulfilled. This may aid in giving
competition to rivals and also improves both productivity and profitability. Apple organisation
has already been settled its image with clear mindset in its consumers. This approach is helping
them in making more and more profit in all around globe.
Social media - One of the cheapest promotion a company can choose to improve its
brand image is this kind of an approach. This process ensures in enhancing goodwill of an
organisation. In modern era, most of the people uses social sites so stay connected with other
human beings. Hence, these social sites gives an overview of a company. Ads can be stated as
most common promotional activity that every single organisation uses. Apple uses this approach
more than any other promotions.