Brand Management Essay

This essay analyzes brand management strategies employed by Apple and Samsung, focusing on the CBBE model, brand equity, and portfolio management. It explores the role of marketing in developing brand equity and the importance of collaboration and brand extension in achieving long-term success.

BRAND
MANAGEMENT

INTRODUCTION
Brand management plays a significant role in an organisation. In the market place, it is an
assistance how brand is analysed and how it is planned in effective way. It is an activity of
supervision of the publicity of a peculiar brand of goods. It is a process of uprising, maintaining
and uploading a brand so that the name is connected with positive outcomes. There are number
of elements that affect brand management like consumer satisfaction, cost and competition. It is
mostly based on two brands i.e. Apple and Samsung. This management is fundamentally placed
in United Kingdom and furnish contrastive type of services in mobile phones and laptops as well
as various other gadgets. This assessment is focussed on the antithetic result. In this assessment,
it is also identified that how brand is build and how it is managed over time. Brand's portfolio
strategy and CBBE model are also used for building and maintaining the brand of the
organization.
SECTION 1
P1. Significance of branding as a marketing instrument
Brand- A brand is a name, design and signal or any other feature that is different from
other goods of company. It is a kind of good produced by a company under a name. A brand is
the name given to goods and services such that it takes on an identification by itself which stands
for clustering and attracts attention of customers. In this assessment there are two most important
brands in Apple and Samsung. Brand is develop by the better productivity of business in the
market and hike in the consumers in the market place. A powerful image of brands plays
significance role for the business. As per the present market conditions, each and every product
in a market has a lot of substitutes introduced by other companies. These company make over
highly competition in the business and create a strategies for enhancing the market share. Several
selling organization account brand as a name, sign or design and the collection of those factors
highly-developed for identification of the trade good or services of a group and seller also
distinguish them from company’s trade goods and services (Chernev, 2018).
Brand Equity- Brand equity means the commercialized worth from the consumer
perceptual experience of the brand name of a specific commodity and services, instead of the
products and services from itself. It is value generated from products and services with
identifiable name. Brand hierarchy plays a significance role in branding as it is presentation of
graphs of the strategies of branding of the organization.
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Use of CBBE model to develop the stages of brand equity:
It is one of the models created by Kevin Lane Keller who is a professor in marketing who
states that it the model based on consumer brand equity. Keller set the model is four level
pyramid.
 Who are you is known by Brand.
 What are you is known as Brand.
 What are the notions of brand is known as Response of Brand (Theurer and et.al, 2018).
 Bonded relationship with consumer is the resonance of Brand.
Efficient Showcase theory- This theory or style refers to business which necessitates examining
the actual market structure that assists in promoting company's develop a smooth business style
and strategies.
Indexing- This method take a element of interest for making innovative administration and
promotional structures.
Progressive portfolio Management- With respect to this form, the business present fresh
undertaking mixture by which they acquire supreme return benefits. In this process financial
professional are evaluating high rate of return.
Bottom Up Approach- The bottom up approaches refers to that business concern should direct
on their evolution of finance and economic factors. The management of the company analysis
the status internal their commercial enterprise and direct the executing of the activities of the
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Illustration 1: Keller's Brand Equity Model
(Source Keller's Brand Equity Model)

company. The goals and objectives of the company should be able to achieve by internal
conditions of the company.
Top Down Approach- This approach helps in determining and identifying the new opportunities
by developing methods and strategies and techniques of the company. This approach assist in
creating a brand image and draw in maximum several new customers ( Laari, Töyli and Ojala,
2017).
Role of Marketing in developing Brand Equity.
Objectives- In today's era every company understand the essentialness of the making a
advance setup, the various experts and regimes who are spent important time in building the
brands. The build as loyal consumer base. Brand objective is not achieve by making it one-time
but the objective of brand name is only be maintained if customer are not disliking the products
and the market share is not decreases. It is very important to maintain the name and image of the
brand. To achieve the brand objectives, regular alterations is also needed as per the requirements
and demands of the clients (Lasserre, 2017). There are mainly eight factors of brands-
Name
Colour
Message
Voice
Logo
Labelling and packaging
Experience of Brand.
Valuation of Brand- target market area, R&D are the important steps for acquiring
analytic understanding of different clients and consumers and their wants and requirements of
particular goods and services. All the companies tries their best for satisfying their customers by
making the products as per their requirements. For building a strong brand image in the market,
it is very essential to identify the product and services of competitors. Promotional techniques
should also be distinctive in building the brand.
Key factors of powerful brand
Their are several key factors for building strong brand to be utilized to enhance the
overall execution and maturation rate in the market. There are some most crucial portion for each
and every brand to gain the market share. The main elements of building powerful brand ie
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Brand worth, brand voice, brand commitment, mark audience and brand perception All such
factors plays a vital role in improvement an growth and development of powerful brand (Li and
et.al, 2017).
M1 & M2. How to manage success over long time.
Brand management is the most significant role in market share. A powerful trade name is
manged by the means of the commerce name pull off. In this assessment the main focus is on
betterment in market development and make some alteration in growth rate according to the
need of consumer. Brand administration is a intangible elements in the market. To develop the
brand mage it is also essential to develop the attractive logos and symbols which memorized in
the mind of the consumer. Apple and Samsung both the companies are improving their operation
by making some alteration as per the needs of the consumers. They are innovating more and
more technologies in the market.
Illustration 2: Brand Hierarchy
(Source Brand Hierarchy)
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P2. Important elements of a successful brand strategy.
A brand can be powerful or weak it can be seen by its icon method. A powerful brand
introduce a optimistic and imperative image in the market. A strong brand derive that the brand
has an amazing image in the business and in the market place (Borkovsky, and et.al, 2017).
There are many companies which have strong brand image in the world such as Apple, Samsung.
Weak brands are opposite of strong brand as they can not able to maintain the brand image in the
market and lack in quality of the products and services and lack in innovation (King, 2017).
Every company wants that they should fulfil all the needs and wants of customers. But a strong
brand company thinks before, they work in advance and also thinks in advance. For building
efficient brand image in the market, company has to work and think in advance and various
excellent objectives to achieve the brand mane in the market place. Branded companies make
distinctive system for their operations, these strategy helps ins achieving the target in the market.
Apple is world famous brand leading in the world. The strategies and methods of functions of
operations is wholly different and attractive by which Apple is leading in the world. The
promotional techniques of Apple is also very effective.
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Illustration 3: CBBE Model on Apple
(Source CBBE Model)

Salience- The company wants to outspread consciousness among the customers for their brand
which aid in knowing the products and services offered by them. The image of the brand is only
develop when customers know about it. It is very important for company to promote the goods
and services in the market place so that it can be recognized in the market. Promotional
techniques are the one of the important tool in building the brand image. As for building the
brand image all the company focus on scattering the awareness of the products they are
launching in the market. Apple Company use effective and attractive tools to spread its products
and services among its customers.
Performance- The performance of Apple in building its brand and maintaining its brand image
is adorable. The value of the brand of Apple is in all over the world. The innovations and
advance technologies of Apple company leads to recognized in the world. The work and
performance of apple in technological sector is un -beatable (Atwal and Williams, 2017). The
gadget are highly upgraded.
Apple has build up the brand that the mind of the customers is set up a optimistic image for the
products and services of the company. The performance of Apple in maintaining its brand image
is in both way, i.e. in terms of income and the commendation accepted world wide.
Customer Feelings- Customer's are the god for any type of business, they are the key elements
in getting success. So it is very important for the company to know the feelings of its customer.
Customers only wants what they are paying for should get maximum return. Apple company has
made some strategies to discuss and eliminate the issues of the customers. When quality is
connected with brand than customers need is to have high grade. Apple announces various
products which have extra ordinary and outstanding quality compare to other brands.
Resonance- Apple is a brands which is globally popular. The type of technologies used by Apple
is ultra modern and very advanced. The primary elements of formulating system is to give
assurance to the users that the brands is being secure by duplication and purloined. Copyrights,
patents, licenses, trademark and protection of innovation are the brand protection tools.
Strategies for Brand Reinforcement and Revitalisation.
Brand operation is the device which desire company to support up the image in the
market. This performing aid in pulling in more than new customer and advantages salary.
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Outspread fresh changes- Due to advanced controversy in the market place. Organization
support up to fantastic condition of controversy. To victory on these effect, organization needs to
scatter fresh occurrence in the marketplace like apple perpetually expose fresh course of study of
action of I-phones and attracting more and more customers (Dineva, Breitsohl and Garrod,
2017).
Progression- Improvement and development and growth are the key elements of every
organization to get win on others. The improvement factor through which organization get a new
arrangement of regular payment is headway which makes situation more complex.
Market segmentation- marketing plays a effective role in spreading the business in the
world. There are various techniques and tools in marketing. Like apple company make watcges
after making iPhones. For taking the position in the market it is very essential to come up with
new plans.
360 Degree Connection- As per the present model of apple the advertisement techniques
is playing crucial role in expanding the business. The brand image is only be maintain if
company do 360 degree communication in the world. By which it can be the amazing or alluring
brand picture.
M3. Portfolio management and brand hierarchy.
Portfolio management assist in the development of future and maintained the
performance of the company in the market. Enhance in the whole evolution and make some
alteration in net income r and improve internal operational environment. On the other side, to
improve internal and external operational environment Brand hierarchy.
SECTION 2
P3. Schemes for Management of Portfolio, brand equity and Brand Hierarchy management.
Management of portfolio is the style by which company formulate efficient and corporate
ideas and programs in way to prolong in the marketplace with bang-up brand icon. There are
various schemes which could be enforced by the company in respect to the management of
portfolio by which company gains the adverse advantages. In order to maintained bonded
relationship it is very important to conduct various roles and responsibilities in the organization.
In the company it is very essential to have portfolio manager which assist who plans the various
activities in developing the business. More over it also aids in making strategies which attracts
many customers towards the brand. Apple has different type of product chain which enhance the
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profit of the organization. Furthermore, Apple company have producing different kinds of
products and services by making use of various technologies and techniques which helps in
building the brand image. In maintaining numerous kinds of products, it is duty of portfolio
manager to ensure the cost of investment as it should not over and above the profit margin as
because when company is dealing in many products and services it need huge funds.
Maintenance of different products and services is also not so easy, company has to work in
different styles for different products.
What is brand Equity or Hierarchy?
Collaboration of two branded house portfolio model.
Samsung- Samsung is a brand with Consumer electronics, Semiconductor device and Home
gadgets. There are number of consumers for wellness inside the market. Whatever the suit is, the
brand acknowledgement, Samsung is a worldwide brand and operating the field of electronic
gadgets. Samsung is the most well-known brand in the world. Samsung has covered the greatest
market share. The clients are satisfied with the products and services of Samsung.
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Illustration 4: Apple's Ecosystem
(Source Apple's Ecosystem)

LED Screens- Samsung and Apple have seem to be long-time violent challenger and
competitors in the smartphone market but after some time Apple tie up with Samsung. The
collaboration is about preparing LED screens for Apple gadgets like I phones and Tablets etc.
Apple is greatly benefited by the collaboration with Samsung as it cost less. The LED screens are
cheap and well in quality. Samsung is gaining approx $4 billion in income from LED supplied to
Apple for I phone X. Both are rivals for each other but when collaboration is done they became
friends. Apple has taken this because the cost of LED is not so high which is giving optimistic
results to Apple and same the benefit is gaining to Samsung. LED is very important for the smart
phones, tablets (Keller, 2017).
Various inventions by Apple are as follows-
Emagic- It is the some other prodigious and attention-getting programming hold by the Apple
company. Apple secured $30 million of benefit in the year 2001. Apple is known for its music
star. The principal thought dynamic Macintosh to hold this units to give fresh schemes and
programming to create mechanised sound digital computer programming.
Prime Sense- It is a well known and viable diversion system, 3D sensor is acquired by Apple .
Siri- Siri is one of the sterling creation. It is the software which assist consumers to send instant
messages. Siri is the best software for Apple.
Shazam- It is the most eminent and unmistakable music perceiving application which is barred
by Apple. It is the best part of apple which helps in brand popularity.
Electronic Beats- It another company adopted by Apple. Around $3 billion is clench by Apple to
Beat electronics. It is most impressive strategies of Apple.
M3. Difference techniques used in extension.
In the above assessment,the main focus is on various techniques should be used in overall
operating environment and make some alteration according to the growth and development
stage. In general extension approaches is most beneficial to make alteration in the product and
services which attract many consumer and also beast the competitors rivalry in the market place.
P4. Relationship and collaboration among brands at national as well as International level.
There are many another companies make effectual relationship and cooperation at
domestic or worldwide level. To achieve their goals and objectives of business they go for
partnership and collaboration. The relationship between two famous brands, Samsung and Apple
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is the best instances of collaboration at worldwide level. Their partnership decision benefited
both the company.
Brand loyalty- The brand faithfulness is consideration of user affectionately with relation
to a particular brand in relation to other challenger. The price, continual purchase and quality is
the basis of its comparison. For accomplishing the brand faithfulness and addition to their faith it
is important for the company to offer advanced quality of products and services to the consumers
with full gratification, monetary value affectivity and strength so that the citizen do not change
their preference and taste or prime selection. The persons stay attached to a brand that furnish
attractive and effective products and services to its users.
The statement for achievement of Unified attempts or Collaboration.
The group action between Samsung and Apple is fabulous and incredible achievements.
There are many other companies who go for partnership and collaboration for achieving the
target. There are so many reasons for going for cooperation between two companies or brands.
 Cooperation helps in enhancing the brand icon in order to raise the clients.
 Cooperation helps in expanding the business more and more as by joining two brands
customers feel more satisfied.
 Collaboration promote a trade name name to aid up or re-stimulate a particular brand as
they got a help of some other brand icon which was preferred by consumer and has a
affirmative brand icon.
 The brand group of action promote the company to spectacularly and with success
growth. The combined efforts are highly profitable for both the brands. It helps in making
a powerful promotion and development for the brands.
 By Collaboration companies captured more knowledge is taken on account.
 Collaboration helps in reducing the risk as the risk factor is divided in between two
brands (Lasserre, 2017).
 Collaboration helps in boosting the productivity as when two brands merged it will surely
increase the productivity level.
 Collaboration helps in perfect distribution of data as important data who need this.
When there is collaboration occur in between the companies, the whole of the work is managed
and divided as they are operate together. The profit share is also increases and it also reduces
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many risk. The customer is also more attracted when collaboration occur as their believe on the
brand is upgraded,
Line Extension and Brand Extension.
Line extension means the adding of alteration in the existing services and products of the
brand. When company launch same product with different size, form and taste etc. than line
extension occurs. Apple's line extension means to the launch of I-phone X which is similar in
size and technology. Apple regularly fall in the line extension as every year Apple launch new I
phones. Samsung also accommodate to line extension by launching new smart phones. Samsung
alos improve its existing products as per the needs and requirement of the customers like
Upgrading the software (Kapferer and et.al, 2017.).
Brand Extension states that the introduction of a fresh product competitively within a new
commodity concept. This product is a absolute advance creation by company. This is strategy for
entering into new market. Apple enforced extension in the brand by combining and collaborating
with Samsung and introducing innovative products together. There are working successfully and
achieving the targets in incredible way. Apple and Samsung is working together as now
Samsung is furnishing more parts to Apple.
M4. Techniques to measure the value of brand.
There are many techniques which is used in valuation of brand and make some changes
on the as per the needs and requirements of the clients. Website traffic is most useful techniques
for both the company. The profit is also increase by effective and efficient techniques used for
increasing the profitability.
P5. Different kinds of techniques for measuring and managing brand value.
In the market product that refers to the brand value has in the market. It is considering as one of
the most essential and advantageous part for an administration., which helps to achieve various
parts of the section, and hence, growth and succeed are achieved, the different types of the
offering made by the firm, and its quality are of extreme or crucial importance in order to attain a
good value of the brand in the market. The customers mind product should be in a good nature
have always positive impact in their minds, to order the in the market the attractive and effective
image are considered. It insure competitive advantage for the firm in the market as well as client
quality. Further, helping in development of the organisation, a good brand value ensures verify
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long term returns to the firm. A venture uses various methods to measure its brand value, which
are described as follows:
Number of customers: measurement of number of customers is useful in order to measure the
brand value of company, it is considered as one of best and efficient strategy which helps in
determining brand value in the market it is also useful for enhancing the knowledge regarding
the customers. The different number of customers that are willing to buy the products of the cited
organisation, i.e. Apple, precise or measures the amount of profits earned and thereby , measure
the brand value (Zenker and Braun, 2017).
Feedback from the customers: for the organisation, feedback of the customers are very
important. In the market, their sanctification as well as the activity provided a lot about the value
of its brand. Now a days, apple company are demanding in nature and apple users are enjoying
day by day, as compare to another company and apple company becoming a reputated company
in the market.
Low employee retrenchment: Employees are very important and essential resources for each and
every business or organisation. Employee retrenchment also known as employee retention. The
rate of employee is higher in organisation which have a good working environment and brand
image with in a market place. The employees working in apple inc are highly satisfied, which
conclude that apple employee retention is very high in the market.
Online traffic: The portals developed by organisation can tell lot about its brand value. Online
traffic is a established on portals of organisation which depicts is amount of people having access
in these portals. Thor ugh this the management and organisation able to enhance its brand value
and goodwill which help them to gain competitive advantage.
Quality of goods and services provided: In order, to use good brand image, the firm necessarily
to fulfil its customers choices. The customers must be satisfied only through with providing good
quality goods and services to its customers. therefore, heighten their brand value (Okonkwo-
Pézard, 2017).
CONCLUSION
The above report concluded that brand management is the most crucial strategies
performed by several organization in the intention to achieve popularity in the market. The role
of marketing is also concluded in this report. The key elements in building the brand icon is also
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concluded. More over, Keller Model and CBBE model is also taken for analyzing the brand
image. Critical evaluation is also done to demonstrating a comprehensive understanding of
brand. Furthermore portfolio management is also concluded in the above report. Brand equity
and brand hierarchy is also understood in this assessment. Apple and Samsung Collaboration is
also concluded.
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Laari, S., Töyli, J. and Ojala, L., 2017. Supply chain perspective on competitive strategies and
green supply chain management strategies. Journal of Cleaner Production,. 141, pp.1303-1315.
Lasserre, P., 2017. Global strategic management. Macmillan International Higher Education.
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REFERENCES
Books and Journals
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