Brand Management Assignment: Marketing Assignment
Added on 2020-06-04
14 Pages4438 Words91 Views
MarketingLanguages and Culture
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Brand Management
TABLE OF CONTENTSINTRODUCTION...........................................................................................................................1P1 Importance of branding as a marketing tool and has emerged in business practise:.......1M1 brands are.........................................................................................................................2managed successfully over time............................................................................................2: ..............................................................................................................................................2P2 key components of a successful brand strategy for building and managing brand equity:3M2 appropriate and validated examples within an organisational context:...........................4P3 Different strategies of brand equity, brand hierarchy and portfolio management............4M3 Critical analysis of theories related to brand hierarchy, brand equity and portfoliomanagement............................................................................................................................6P4 Evaluation of how brands are managed collaboratively in partnership at international anddomestic level.........................................................................................................................6M4 Critical evaluation of use of different techniques to extend brands.................................7P5 Different types of techniques for managing and measuring brand value of organisation.7M5 Application of techniques for strengthening brand value...............................................9CONCLUSION..............................................................................................................................10REFERENCES..............................................................................................................................11
INTRODUCTIONAn effective management of brand is referred to be one of the most considerate approachof the organisations. It is an activity of administering the advertising policies of particular goodsand services. It is with a foremost concern of developing good relationship with the targeted setof consumers (Nagurney and Yu, 2012). This involves some tangible elements of the productwith relation to its price and packaging, etc. The present report is about a similar concept ofbrand management of 2 undertaken organisations named Nike and Adidas. It has covered total 4parts started with the demonstration of some basic concepts of branding. P1 Importance of branding as a marketing tool and has emerged in business practise:Brand- A brand is an identifying name, logo, mark, word sentence that company use tocomprised their product from other. All these elements create a brand identity. And legalprotection given to a brand name is called a trademark. A brand represents company and createvalue of its company, a company also represent by its own brand.Branding is important marketing tool- A branding important aspect of the marketingprocess of any product. In now days products have many patterns made by companies andcompany present many brands in the market. Brands presents their market reputation. Popularbrand already set their marketing. Branding give products identity and character so customerstrying to connect with them (Heding.,et.al., 2015).Brand equity- brand equity refers total value of the brand as separated asset. Brand equityis reflected in the way customers see and feel the brand. The effect of this intangible asset Likefinancial books. Prices, demands and profitability.Brand differs from a product- consumer make product and company make brand. Aproduct is made by company and purchased by customers. A product which is included all thematerial made by company and brand is label or symbol of this product. A product is whichcompany designed and innovate in their own pattern or brand is legal sign of product. Forexample Nike is brand of company and shoes, clothes other are their products.Key elements of a strong brand- brands is something very specific . Brands elements istarget to audience, brand promise, brand perception, brand value , brand voice, brand positioningetc. brand elements comprised all the element which affect their brand reputation. Brand1
elements follow the all brand tools they affect their brand value and their popularity(Jugenheimer.,et.al., 2015).Manage and develop a brand over time- branding is process which is developed andmange all the process in the marketing like all what type of products and what their popularity,hoe to mange with that etc. branding is techniques which is identifying their products andcompanies profit and loss.The main challenges developing a brand- brand is not easy, it is not about giving name orattractive slogan or logo. It is most challenging task to manager face. Those challenges areknown as three C's of branding . Every companies and their manger faces those challenges. Firstchallenge is cash or dealing with financial concern, second is ,manager wants to interact withtheir client at any time . Third is cutter , company wants to promote their products a hundredtime or more then.M1 brands are managed successfully over time: As people living in the world they manage so many needs and they want to maintain astring sense of personal identity. The same holds for brands – especially those in the consumerpackaged good category.Marketing communication- marketing communication comprised the strategic activitiesfor brand mangers to build and maintain the brand image of targeted customers. Marketingcommunication is mange customers relationship that affects brands value lastly (Vigneron andJohnson, 2017). Marketing communication is about promotion and such activities advertisingabout the brand sales promotions.Branding is defines company is promotional rates and its area of company compress theirlegal marketing. In the evidence justified branding is most crucial prat of an organization whichis defined their products with high rates and their products variety. Branding is also defines therates of their of products which is unique and expensive. Any products which branded their ratesare high and their material is good for use (Dinnie, 2015).2
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