Brand Management and Place Branding Analysis

The provided document delves into the world of brand management, covering various aspects such as marketing, designing, advertising, distribution, and placement to create a positive environment for customers. It includes references from books and journals that discuss topics like corporate social responsibility, consumer engagement in virtual brand communities, and employer-brand equity. The document also touches on place branding, including its importance and how it can be managed effectively. Overall, the document provides a thorough analysis of brand management concepts and research, making it a valuable resource for students and professionals alike.

BRAND MANAGEMENT

INTRODUCTION
Brand administration is the effective merchandising techniques which is mainly utilised
for examining their actual position, target customised, point of views and image of brand, etc.
with the help of this, an organisation required to manage and maintain good image among
customers as well as in the large market place. Brand management is that term which includes
marketing, designing, advertising, distribution and placement for identifying the image of
specific brand and also make positive environment for their target customers. There are various
number of factors such as customer satisfaction, perception, demand and supply, costing and
competition in the large market place. A proper brand management provide positive and good
outcome which can help in higher the sale of particular products but all the goods are associated
along with brands but for this it is very essential for developing loyalty and belongings among
buyers cognition for products and facilities (Ashworth and Kavaratzis, 2010). The study is
founded on Coca- cola is the soft drink company which is produced by coca cola company. The
company can get attention of large number of customers towards their drinkable items. The
report is describe about different strategies and policies that includes brand equity and portfolio
management, etc. at the ned it will included in different kind of techniques and method for
managing and maintaining image of brand name in better way.
SECTION 1
P1 Importance of branding as a marketing tool and the way it has emerged in business practice
For knowing the brand administration, it is essential for identifying the major conception
and demand of required brand. A product icon can be determined as that approach, services,
commodity which are eliminating from other services or facilities so it can easy to transmit and
marketplace in proper manner. The foundation of brand is that concept or process which is
became more essential for managing and maintaining by big or small level organisation.
Brand – It can be determined as marque sign is thing which can leave a intellectual
logotype or image in the mind of customers for recognise the company products (Bigné, Currás
and Aldás, 2012). Brand management is very essential and important actor of an enterprise
which help in meeting the products and services of the firm, Coca- cola has utilised this
conception for increasing the place of the firm. According to the explanation of Association of
American Merchandising, brand define to quantity of signed, sign, designing or name which is
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called as the aggregation of such internee to employment and reputed designation from person to
other of dealer and differentiated them from other marketer. Coca- cola analysing the
requirements of administration of trade name, that is used for the statement of brand equivalence
as the leading elements for developing the proper representation and making effective worth
among the customers.
Brand interest - Brand equality refers to the superior quantity which company can
operated from services with the supposed sanction, while comparison with general knowledge.
With the assistance of this procedure, an administration are capable to enlarge their merchandise
line for reach with the success and growth level (Brodie, 2013).
Brand as marketing tool - It is endowing services and products along with major brand
power and abilities. This will provide the actual meaning of products with providing and
supporting it with the label of particular organisation for making or creating new identification of
an organisation in the large market place. Therefore, the process is not assisting for firm but also
consume through offering best services and facilities in better manner. This will help the
consumer in searching the creative products according to their customers taste and preferences
and also try to satisfy their needs and wants.
Thus, it is one of the leading advantage of this procedures which has been offer to gain
opportunities to entity that help in eliminating the manufacturing form of commodity in the
present trade. Therefore, brand establishment has their personal importance as the merchandising
method that can be understand by the following points: Brand Provide Competitor Bounds – It is necessary for to each one and every
organisation is to identify the total amount of accessible resources for making appropriate
rivals in the overall sector for reaching with predetermined goals and objectives of Coca-
cola. With the help of this, firm has been executed new schemes and policies which is
known as “One Brand” for meeting the large number of target customers in given time
period. Brand support the constant and stable assets – This is one of the major process where
brand management provide accurate meeting within long and short term targets of an
enterprise with the assistance of organisation and on the other hand stakeholder accepting
and make changes in the meeting (Buil, De and Martínez, 2013).
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 Branding build customers loyalty – It is that procedure which assist in processing
reliance in the knowledge of customers for lengthy period time. Group are more likely for
buying the quality based products and employment within an administration and if an
enterprise render them confusable kind of merchandise will help in attracting large
number of customers.
 Branding inspire employees – Employees are play an essential role in the organisation
who provide their services and contribution for achieving company goals and targets in
easy manner. Workers are need to work hard and their manager are motivate them
towards reaching with potential goals and targets. Employees can easily understand their
vision and clearly objectives after that provide their services for getting them in
effectively. Branding assist in enhancing customers needs and demand for specific
products, so their employees feel motivated to satisfy their requirements in appropriate
manner (Christiaans, 2012).
Difference between product and brand that are as under:
Brand Products
 Brands are mainly associated with
certain new and unique features and
authorities which can not copied by
anyone else.
 A brand is built with the help of
customers perception, expectation and
their experience towards specific
services and goods.
 Brands assist in developing and
building unforgettable education.
 Brand developing their personal values
and reputation for extended time
period.
 Merchandise are equipped by firm and
this can be purchasing by buyers in the
transaction of wealth.
 Commodity can be derived by rivals or
competitors.
 Products can became outdated in easy
manner.
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P2 Key components of a successful brand image building and managing brand equity
Brand is a measure value which is developed over a period of time by an enterprise. It is a
perception that is made about a particular product in the minds of customer after going through
the same. In order to develop the brand, it is required that quality of products is maintained as it
has a great influence on its image in market. It has to be ensured while production that the
required standards of product are maintained so that the customer satisfaction can be raised
(Dempsey and Gruver, 2012). By maintaining variation and innovation in product brand image
can be raised in market which further helps in raising the product image in market. For instance,
Coco-cola is doing well in beverages business as it has covered a great market share and is
successfully growing using its brand image in market. In order to maintain the equity, it is
required that few basic elements are maintained which are discussed below in detail:
Brand commitment – It is an important factor to maintain the brand equity as through this
the overall sales of an enterprise can be raised to a great extent. Through this an organization
assure its customers that they will be provided with good quality of items. On a recent basis the
referred enterprise is following one brand strategy to offer in market which has helped it much in
raising the total volume of sales.
Target Audience – In order to raise the total volume of sales an organization can use the
strategy of aiming a particular group of customers so that accordingly product can be made
available. Coco- cola has its maximum customers who belong to the age group of 15- 35.
Promotion of brand has to be done in a manner that people of this age can be influenced to buy
same (Esch, 2014).
Brand perception – It refers to the placement of brand product in market. There are
various nations in which Coco – cola is supplied and is successful in becoming best brand among
users. Customer refer it over other brands and most of them are a permanent user of same.
Brand voice – In order to give a good impact on customer it is important that organizations
use attractive terminology to interact with its customers. This way it becomes easy to have a long
term impact on user and hence grow the chance of getting recognition in market. Words like
enjoy has been used to put a positive feel among customer whenever they hear the brand name.
An attractive slogan can also be used like Always Coco- cola to make the offering more
attractive. By increasing focus on developing effective catch lines customers can be influenced
more and they start recognizing the product by it instead of its actual name (Gratwohl, 2011).
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SECTION 2
P3 Various strategies of portfolio management, brand equity and hierarchy management
Coca- cola and Pepsi is very celebrated administration in all complete the global and they
are mainly deal with drinkable and soft drink products and offer to their customers. With the help
of this, brand management is essential through this there are different strategy which are connect
with long term customers. For this process, they can easily develop and make their company
reputation in the large market place. Along with there are various points which can effectively
utilised for their brand administration that are as under:
Portfolio management – It is that strategy which is used by different organisation when
they are operating and regulating brands, services and firms under certain particular brand.
Along with this, portfolio governance is utilised to comprehend with such entities below one
umbrella. As per this scheme all brand has their personalized legal authority and trademark that
help in form then new and creative which are different from others. For this, brand portfolio is
using a team or group for getting appropriate result in easy manner. Coca- cola is very popular or
famous organisation which provide their customers different flavour drinkable products and
items. This company is also famous in local as well as international market place and spread
awareness about their new goods and services among the consumers (Hanna and Rowley, 2011).
Have well define brand function – For brand function, it is required to specify the
function of specific brand which can make them unique from others. In this procedures, an
organisation has ensure that for defining the roles of each and every types of products in the
circumstance of competitive market. Every brand required to manage appropriately which help
in getting success and growth level.
Umbrella sub-brands – For an enterprise, it is necessary for making and creating
particular distance with the sub brand which help in making their personal picture in reference
industry. To interpret the duty of sub brand which is precise necessary for firm is to contend with
competitive goods in the sizeable activity place. It is the component which is useful for the
administration because it identifying their capability, imperfection, possibility and declaration in
the choice of maturation.
Connect to the enterprise scheme – Within an administration, it is essential for form
relation with their policies and strategies for getting future end and impersonal in easy way. For
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effectual scheme, Coca- cola can easy evaluate and understand to encourage and establish their
impressive products and services in the big activity place (Hollebeek, 2011).
Make and create branded discriminator – For coca- cola, it is necessary for creating and
making their brand image which is different from others because competitive products are
making negative impact on their brand image and the value of each product is fixed. In this
procedure, branding assist in developing and making unique image of products related to firm.
Coca -cola: Administration Series
Umbrella brand – This will belong with Respective utilisation of brand for marketing the
specific goods to more than one time. Coca -cola can using this scheme and they can easy
maintain their brand position in the large market place.
Products- The organisation mainly deal with different drinkable products as per various products
such as Maaza, Sprite, Fanta and other flavoured items.
Pepsi company:
Umbrella brand – It will consist with single brand name which manage different
marketing techniques and methods that can be organised. Pepsi company can make usage of the
brand scheme for merchandising different form of goods and services below one individual
brand figure.
Products – This will belong of different brands such as Tropicana, Mountain Dew and
some other drinks and foods which has been manufactured (Hwang and Kandampully, 2012).
CBBE model (Consumer based brand equity) – It is that term which present by Kevin Lane
Keller. As per this administration, it is required to operate and correct brand justice in healthier
way. There are certain element which are described as under:
Brand identity – It is used to recognise the ability and skill of customers for developing
effective relation for getting high benefit from business.
Brand meaning – It will assist in giving specific identification to a brand for building
effective image.
Brand response – It is used for developing and making image of brand to get higher
business advantage in easy manner.
Brand resonance – this will help in developing and building image of brand between
rivals company.
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P4 Brands are managed collaboratively and in partnership
There are different brands of collection application but it is one of the famous brand such
as Coca-cola and Pepsi they both are very celebrated administration in all concluded the
international. Such identification are as under:
Brand extensions – Coca- cola is the large organisation which are expanding their
business at continuous basis and they are providing drinkable products and items in better
manner. This method and techniques is used with the assistance of different forms of big
enterprises for building trust and loyalty among customers. This will also provide opportunities
for their users to buying the goods which are offer by the firm as per their requirement and
needs. Brand extension define to carry out new approaches and concepts within the firm and also
compete with current sectors. If an organisation does not include these activities and functions,
so the firm are not capable for make proper changes, attract customers and sustain them towards
the market.
Coca- cola and Pepsi both are famous international drinks and beverage companies which has
maintain unique identification in the eye of public. There are various number of goods of coca-
cola firm which spread in all over the country (Jiang and Iles, 2011).
Approaches and strategies of brand extension – Each brand is connected with core
products and services. Coca- cola is enter in the international market place which provide
different types of items and products in better manner. It will also help in identifying their
customers needs and demand in developing unique and new products.
There are certain strategic approaches which assist in evaluating the desired for brand
extension in new categorised. This will includes:
Brand imagination – In this define that how merge with two or more brands in
successful manner for effective extensions.
Innovation - firm can take appropriate decision towards effective goods alterations in
addition to some value or fresh characteristic in existing products and also initiate new goods in
the large industry so it is famous as Blue Ocean Strategy.
Brand portfolio management – In this administration, they can make effective decision
about brand should be used which can divided in the brand portfolio for eliminating weak brand
and using other one for capturing sales and market.
In below, the method and techniques for describing the international market that are as follows:
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Market penetration – This mention that marketing commodity and services to present
customised in the large activity area. It is totally depend on effective policies and strategies for
promoting their goods and services which help in reducing the sales.
Product development – It will define as the development of effective merchandise and
services for customised that are maintain the loyalty towards marque.
Market development – When a present trade good and services are launching in fresh
marketplace that is called as market improvement.
Diversification – This will define to introduce new products in new market place. Such
type of policies and strategies are mainly involved in risks and cost and aware about future goals
and targets.
P5 Different types of tools and techniques for managing and evaluating brand values
Brand value is precise indispensable part for each and every concern enterprise which
assist in developing growth, success of an organisation. It is useful for them is to attract their
customers towards their coca- cola goods and services. For maintaining brand value company
which can adopt certain implement and method such as:
Explain brand worth orientation – It is one of the most crucial stage where firm
elucidate their brand measure among challenger. This can separated into two categorize that
includes hard and compressible position. An organisation mainly concentrate on promotional
strategy for making and generating income for satisfying their customers.
Determine brand value research objectives – The business enterprise recognise their
desired goals and targets of investigation. This will assist in reaching with predetermined goals
and objectives in better manner.
Evaluate customers attitude towards brand – Company can examine and analyse the
main motive of identification regarding customers preferences, attitude, skills and buyers needs
or demand (Kavaratzis, Warnaby and Ashworth, 2014).
Take qualitative and quantitative method for gathering brand value data – Both the
concepts and approaches are useful for the firm which can identifying their demand and needs in
appropriate manner. Each and every firm conduct such form of surveys and examination for
determining brand value in proper way.
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Brand equity audit and tracking techniques – with the purpose of evaluating its
strengths, weaknesses, opportunities and threats that firm will use frame where SWOT analysis
can be implemented:
Strength Weaknesses
 It is one of the eminent ability of coca-
cola is that they are developing and
making unique type of goods and items.
 Coca-cola is one of the leading firm
which are sell their goods in all over
the world.
 The main issue of company which are
face regarding their goods that are
completable with other parties.
 It is the leading coca-cola company
which are share major market share.
Opportunities Threats
 They need to adopt techniques and
methods which help increasing growth
and success level.
 They are expanding their business in
other areas where they can expand their
business.
 They are selling drinkable and beverage
products which make penetration in the
large market.
Formulation to valuing brand – There are definite conception for valuing trade name that are as
under:
Cost based brand valuation- It is necessary for defining the value of product which is
essential for firm happening and growth. There are various individual which are used for
developing value brand assets and liabilities.
Market based brand valuation- In an organisation, an organisation will analyse and
examine their brand as per their marketplace categorization that is required for improvement and
maturation of firm in the eye of customised.
CONCLUSION
From the above mentioned study it can be analysed that Brand administration is that term
which includes marketing, designing, advertising, distribution and placement for identifying the
image of specific brand and also make positive environment for their target customers. For
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understanding the brand management, it is necessary for identifying the major concept and need
of required brand. Brand is a value premium which is developed over a period of time by an
enterprise.
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REFERENCES
Books and Journals
Ashworth, G. and Kavaratzis, M. eds., 2010. Towards effective place brand management:
Branding European cities and regions. Edward Elgar Publishing.
Bigné, E., Currás-Pérez, R. and Aldás-Manzano, J., 2012. Dual nature of cause-brand fit:
Influence on corporate social responsibility consumer perception. European Journal of
Marketing. 46(3/4). pp.575-594.
Brodie, R. J. and et. al., 2013. Consumer engagement in a virtual brand community: An
exploratory analysis. Journal of Business Research. 66(1). pp.105-114.
Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
promotions in brand equity creation. Journal of Business Research. 66(1). pp.115-122.
Christiaans, L., 2012. International employer brand management: A multilevel analysis and
segmentation of students' preferences. Springer Science & Business Media.
Dempsey, J. M. and Gruver, E., 2012. “The Public Interest Must Dominate”: Herbert Hoover and
the Public Interest, Convenience, and Necessity. Journal of Radio & Audio Media.
19(1). pp.96-109.
Esch, F. R., and et. al., 2014. Corporate Brand Management: Marken als Anker strategischer
Führung von Unternehmen. Springer-Verlag.
Gratwohl, A. and et. al., 2011. Introduction of a quality management system and outcome after
hematopoietic stem-cell transplantation. Journal of clinical oncology. 29(15). pp.1980-
1986.
Hanna, S. and Rowley, J., 2011. Towards a strategic place brand-management model. Journal of
Marketing Management. 27(5-6). pp.458-476.
Hollebeek, L., 2011. Exploring customer brand engagement: definition and themes. Journal of
strategic Marketing. 19(7). pp.555-573.
Hwang, J. and Kandampully, J., 2012. The role of emotional aspects in younger consumer-brand
relationships. Journal of Product & Brand Management. 21(2). pp.98-108.
Jiang, T. and Iles, P., 2011. Employer-brand equity, organizational attractiveness and talent
management in the Zhejiang private sector, China. Journal of Technology Management
in China. 6(1). pp.97-110.
Kavaratzis, M., Warnaby, G. and Ashworth, G. eds., 2014. Rethinking place branding:
Comprehensive brand development for cities and regions. Springer.
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