Brand Management Report

This report examines the importance of brand management in creating a sustainable brand image and building customer trust. It analyzes the brand portfolio strategy of HP, including the hierarchy of brands and strategies for managing brand equity. The report also explores brand leveraging techniques and methods for measuring and managing brand value.

Brand Management

Table of Contents
TASK 1............................................................................................................................................3
Building and managing brand overtime.................................................................................4
TASK 2 ...........................................................................................................................................8
2. Illustration of the hierarchy management of brands within HP company's portfolio .......9
3. Analysis of strategies for managing equity of brands......................................................10
TASK 3..........................................................................................................................................11
Strengths of the brand that can get leverage.........................................................................12
Weaknesses of the brand that can be leveraged...................................................................12
Collaboration and partnership agreements...........................................................................12
TASK 4..........................................................................................................................................13
Evaluation of different types of techniques for measuring and managing brand value.......13
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management is an art for creating sustainability of a brand in the marketplace. In
addition to this, it is used for making trust of customers. In the context of marketing brand
management is an activity which is performed by the manufacturer in order to increasing the
value of goods and services. An effective brand management helps the managers of a firm in
increasing loyalty of customers towards the goods and services. The chosen organisation for this
assignment is Optimum impression Ltd. which provides marketing consultancy to the firms. The
manager of firm wants to prepare an article which title is 'Brand is power'. With the help of it
they want to show how a brand is created and organised in the portfolios of firms. This report
will also cover the leverage time of brands in domestic and international level along with the
techniques for managing the brand value of a product.
TASK 1

Building and managing brand overtime
BRAND IS POWER
Introduction
Brand is an experience of the customers which builds a difference between the
products of an organisation and its rivals therefore the company can easily have marketed their
products. Brand equity is defined as a determination of the firm about the perception of
customers towards offerings (Keller’s Brand Equity Model, 2018). For building a strong brand
name organisations have to follow some steps which are given as under:
First step – In this, the managers of firm have to determine the needs and demands of
customers.
Second step - Under this step of enhancing the brand image, they have to make a mission for
spreading the awareness about the products in the mind of customers.
Third step - Then they have to determine the strategies of their rivals so that, they will able in
making different products from their rivals.
After this analysis, they have to determine the uniqueness, value and features of their goods and
services. In next step, the firm have to decide the guidelines of the brand which will help them
in making strategies for their products. In the last step they have to market their brand.
Role of Marketing Department:
Marketing department plays a crucial role in the formulation of brand equity. They
have to analyse the needs and demands of customers in the marketplace through which they
easily formulate the brand of their product. They have an important obligation to collect the
feedbacks of their customers through which firms will get the opportunities for strengthening
brand equity.
Main body
Optimum Impressions Ltd. Is a firm which deals in providing marketing consultancy
to the big brands. This company have to provide knowledge for marketing campaigns to the
firm due to which they can create a good brand image in the marketplace. This article is based
on the Dell which provides services in electronics sector and a multinational brand with the
headquarters in Texas, U.S
In the present scenario, there is a tough competition in the electronic segment therefore it is
very tough for the firm to make effective plans and strategies for strengthening their brand

equity. There are a large number of firms in the electronics industries which have adopted this
kind of strategies for fulfilling their such type of purposes (Solomon, 2014). Dell is one of the
largest company who have adopted the strategies for making their brand equity. Company has
managed their position as the most innovative brand across the world which increases the
profitability of firm. According to the financial report of 2017, The company has earned 60
billion U.S dollar. Their is only one reason behind company's success which is their brand
equity. Company has the brand image of credible and reliable in the mind of customers which
makes the organisation to attain 60 billion mark. For instance, recently dell has launched New
XPS 15 which is a overnight success in the market because brand leveraging have helped them
to increase their sales which leads to better profitability of company. The company has adopted
various kind of strategies which enables them in gaining success and growth in the marketplace.
There are some drawbacks and risks which are related with this kind of strategies. The main
objective of the firm is to provide innovative product to their customers in which their
employees are continuously giving their efforts for making innovative products to support
organisation in their innovation. The most important example of their work is “Workstation”
which are a kind of laptops and developed by Dell for the large organisations that are based on
the computer systems. On the other hand, Risk is a falling of strategy in which the firm can not
satisfy the demands of their customers then they move towards the rival products of the firm.
An another strategy of the firm is the effective pricing strategy which can used by the firm for
enhancing the sales figures and revenues. With the help of it, the firm can create a value for
their offerings. In the year of 2005, company has faces various challenges in terms of their slow
growth of sales figures so they have implemented effective pricing strategies for increase their
sales of the products. In the recent past, HP has launched HP pavilion entertainment PC which
was a super flop in the market as it was expensive and could not able to match with the
expectation of customers. But after sometimes, they have launched HP Envy 13t which assist
company to attain new heights again and the reason behind this success is brand equity of HP. It
shows that the strategies which are used by the firms can provide any kind of risks at any time
therefore it is more important to make decisions according to the situations. Brad reinforcing is
used for making a different products from the rivals along with creating a strong brand image in
the mind of existing and new customers. In this, the product has its own customer base and it is
used by the firm for earning revenue and profitability. For this, the firm is using various

promotional tools such as advertising, event sponsorship etc. for example the firm has modified
their existing black and whited printers into colour printers for defeating their competitors in the
marketplace. Brand extension states that the a brand is necessary for marketing and promoting
the new products in the market. There are various strategies for the brand extension in which a
new form of product is launched in the market which is differentiable from the parent product.
For example: The colour laserjet printer of HP comes in different segments and updated
models. The last strategy is by adding more features in the same products will make a new
product. For example: Deskjet printer of HP was used for developing the DeskJet Portable
printer. Brand revitalisation is also a type of marketing strategy which is used when the product
reaches the mature stage in the project life cycle and needs further modifications for increasing
the revenue and profit.
Above example define properly that how branding is more important for the firm.
Organisation can adopt several models for increasing their brand equity. Aaker's brand equity
model which can be used by the HP company. It is also a biggest Multinational company which
is based in California, U.S and provides services in electronics industries.
Implementation of Brand equity model
As the company has a good brand image and providing services across the
world. Therefore, this model can helpful in achieving extreme brand equity in marketplace. This
model was introduced by the David Aaker who was an organisational theorist. This model
states that brand equity is includes several kinds of factors such as brand loyalty, awareness and
brand association. This model is describing that how an effective brand management can build
the brand identity. There are four element of brand identity which are described as under:
Brand as a product – it defines the scope, value, uniqueness of the firm's offerings. For
instance, HP should provide product according to the customers needs and demands as then
only they will achieve their pre set sales target.
Brand as an organisation – This element is dealing with the attribute of the firm in terms of
their global and local functions (Song, 2012).
Brand as a person – As per the model, this model includes personality of brand along with
customer relationships.
Brand as a symbol – According to the model, firm has to create audio and visual effect for the
product due to which they can get attention of new customers towards the product.

For HP company, there are some kind of suggestion according to this model which can
be used by them for extension of their brand they are as follows:
Brand loyalty – It is an effective way in which the HP company can increase their brand equity
and extend their brand in effective manner. With the help of it, the firm can increase the loyalty
of customers towards their offerings . It can be possible through reducing the cost of product
therefore the management of firm have to focus on making strategies regarding the cost of
product which will help them in increasing loyalty of their customers. For instance, if HP is able
to attract their customers for longer time then they would become less sensitive to price and
quality which is a positive sign for company's growth.
Brand Awareness – This factor can be used for maximising the brand equity. In this, firm have
to increase the familiarity of the products with their customers due to which the awareness of
firm's offering can be increased. HP should use a mixture of different marketing tools like
advertising, promotions, sales promotions etc as it would help them to attract customers from
different brands and market which will results in better profitability and sales for company.
Quality perceived- It is an more effective method for increasing the brand equity for HP
company. In this, firm have to make quality products and make familiar the customers with the
offerings. It can be possible through conducting product tests in the workplace which will helps
them in making different products from their rivals. For instance, HP should conduct market
research before making any new products by maintaining its quality high in low price as
compare to competitors pricing.
Brand Association- There are a large number of associations which can make the perfect brand
equity. In this, firm have to use various ways for promoting their brands like T.V
advertisements, Social media platforms which will help them in making positive image of the
product in the mind-set of customers. HP should try to relate their customers with the product of
them by providing them personalised product, social media marketing, Q&A sessions etc. It
would assist HP to create a favourable relationship with the customers.
Other proprietary – It includes assets such as intellectual properties like patents and
copyrights. With the help of it, organisation can innovate their products without facing any
difficulties and it also reinforce their staff members which will helpful for the company in
achieving competitive advantage in the marketplace. With the help of it, firm can easily get an
effective brand equity in market. To implement this factor in to the real scenario, HP should try

to analyse and monitor the environment and innovate their product after getting patent from it
as then only they would be able to gain competitive advantage for shorter period of time.
For reducing the brand crises, firm have to adopt successful strategies and policies which will
helpful for the firm in communicating about crises to their customers and stakeholders. Another
strategy which can be applied by them is focused approach. For example- when the laptop
series of HP company suffers from the safety reasons, at that time firm have focused on
increasing the safety due to which the firm can reduce the crises of the offerings.
Conclusion
Marketing plays an important role in making brand image. With the help of social
media platform, Management of HP company can increase the sales and profitability. As the
marketing technique, Branding can have used by the firm for delivering the message which are
they trying to deliver. Branding sometimes works as a marketing tool as its assist company to
increase their brand awareness in the market so that potential customers would be aware about
the new product resulting in better sales for company. It also assists them in formulating loyalty
of the customers and motivates them towards offerings of the firm. Therefore, branding is very
important for the firm because it helps the firm in making a strong brand image in the mind set
of customers due to which, the firm will able in gaining competitive advantage in the
marketplace.
TASK 2
1. Analysis of organisation's portfolio strategy
Brand portfolio is defined as the collection of a brand under the regulation of a firm. As
the small business firms providing one or two products in the market but the large MNCs
providing a large number of products and services in the marketplace.
Brand portfolio strategy is related with the family of different kind of brands, their roles
and relations with each other. These strategies generally deliver synergy, clarity and
differentiation to the products so that it seems different from the other products. “HP company”
is a well known brand which provides advanced technology products in the computer and
desktop category. In present time, HP company has achieved top stage of growth and success in

the marketplace therefore, this is a task for understanding strategies of brand portfolio of the HP
company which will helpful in identifying the measures that are used by them for enhancing
their product image (Annie Jin, 2012). The Models of brand portfolio for HP company is given
as under: Brand of house: According to this model, it defines that single brand can be used by the
firm for their different offerings. The main purpose of this model is to enhancing the sales
and revenue of the firm. For example HP company provides their products in several
categories such as HP scanners and printers, HP laptops etc.
 House of brands: This model is mainly focused on the subsets of the firm. According to
this model,The major brand gets the less attention than their subsets. the firm has to
invest more money on the subsets of the firm through which the subset will makes its
own popularity in comparison of the main brand. For example- colour and black& white
printers of HP.
From the above models, the company is using brand of house in their firm for enhancing
their brand awareness in the market
Some of the Brand strategies which are used by the firm are given as under:
Passive portfolio management strategy- This strategy is mainly focuses on formulating
a portfolio which is connected with the number of returns with concentrated on the market index
which will help the firm in managing and implementing same weighting. HP company's this type
of approach is mainly connected with a large number of stock selections such as market theory,
aggressive portfolios etc. It can also help the firm in making overall brand equity of their
portfolio.
Active portfolio management strategy – This is a another strategy which is based on
different kinds of style that is related with the administration of firm. With the help of it, HP
company can develop returns of their products which will help them in defeating their
competitors at marketplaces.
2. Illustration of the hierarchy management of brands within HP company's portfolio
Brand management of hierarchy is defined as the difference of situations which are
related with the growth and performance of a brand. It is analysed that, HP company can take
supports from their hierarchy management through which they will adopt a large number of tools
that will help them in making different products from their rivals.

Management hierarchy of HP company
Corporate brand – It is defined as a practice which has to be performed by the
employees of firm to use its name and brand name of the product. Brand equity plays a crucial
role in the formulation of the brand recognition (Braun, 2013). For example HP company uses
their name in their products such as HP company portable, HP company system pro etc.
Family brand – According to the name, it defines the brand which is used for a large
number of product categories. In addition to this, the products of HP company are provided in
the market in a single brand name. For example, HP company Persario, HP company notebook
etc. This approach is favourable for company as every products HP will launched will
automatically get huge success due to strong brand name but on the other hand, if HP's brand
name is unfavourable in the mind of customers then no matter how the product is, HP will get a
bad response due to negative image in the market.
From the above types, the most effective kind which can be used by the HP company is
family brand because it will help the organisation in managing their hierarchy in a suitable
manner.
3. Analysis of strategies for managing equity of brands
HP company is a well-known brand in the world which has an effective market presence.
There are various models of brand equity which can be helpful in analysing and gaining better
understanding about the management of brand equity of HP company in the marketplace.
Keller's customer based brand equity model is the most appropriate method which was given by
kelvin Keller. With the help of this method, the methods will be analysed which are used by the
HP company for making their brand equity management. This model can be more understood by
as under:
Salience – This phase is related with the brand identity. It is about the formulation of
brand name so that the customers can know about the offerings of firm. HP company has makes
their success in this step and establish their brand in market in effective manner through the
quality and effective pricing of their products (Jugenheimer, 2015). For instance, HP have to
invest funds in the marketing of company as then only their awareness of brand would be
enhanced in future.
Meaning- It consists two major aspects such as performance and imagery. HP company
is more focusing in fulfilling the desire of their customers with their products and services.

Therefore, their customers are more satisfied with the offerings of firms. With the help of it, the
loyalty and relationships are maintained by the organisation with their customers. HP have to
make their product according to the customers needs and demands as then only they will attain
the imagery points. Besides this, they have to make the highest quality of products as then only
HP will able to satisfy their needs and become their favourite brand.
Response-This phase is also categorized in two parts like judgement and feelings. In the
present time, HP company has getting more effective response from their customers through
providing products as per their demands so that they will achieve competitive advantage among
their rivals in marketplace. HP should try to attain this phase, by increasing their quality of
products and marketing so that favourable image will be build in the mind of customers so that
they can feel positive about the products at the time of using it.
Resonance- In this part, company have to build effective relations with their customers.
The main objective behind this, is to increase the loyalty of customers so that they will not move
towards the rival brands. HP company is more successful in building the relations with their
customers through providing them pre and post-sale services. This is the phase where less
company reaches as it is hard for any company to change the potential customer in to brand loyal
customers. HP should try to regularly innovate their strategies and products as then only they can
attain this phase.
TASK 3
There are various ways through which brand leveraging can be used by the firms as discussed
below:
 Line extension: It refers to the process of attracting new customers by launching a new
or modified product in the existing range of products. HP is using the line extension for
serving the customers with new features or products. For example: HP has launched their
laptops in the market. After the success of the laptops in the market, the firm decided to
launch new variants of the same laptop in different colours and features using the brand
leveraging. Therefore, it can be said that brand leveraging is used for launching a
modified product in order to develop the niche market for the laptops.
 Brand extension: It refers to the strategy for launching a new category of products in the
market using the brand and brand leveraging. For competing with the companies such as

Acer, Lenovo etc. HP needs to launch new laptops and notebooks for acquiring more
customers. It is useful for HP in increasing the market share and brand image of firm.
Strengths of the brand that can get leverage
 The major strength of HP company is leveraging their brand. They have already
established their good image in the marketplace. It allows the firm to easily leverage their
new products so that the goodwill of previous products can be used for making brand
image of new developed products.
 With the help of leveraging, organisation can make effective strategies for their new
products. It will also help the firm in targeting their customers so that the profitability and
productivity of firm will be build in effective manner.
 Leveraging of brand will help the firm in modifications of their existing products. It
provide a huge strength to the organisation because the customers are familiar with their
old products.
Weaknesses of the brand that can be leveraged
In the present scenario, there are some weaknesses which are analysed by the managers of HP
company they are as follows:
 The prices can also provide weakness to leveraging. If the manufacturer of the product
will set the price at high. Evaluation of different types of techniques for measuring and
managing brand value (Santos-Vijande, 2013).
 If the technology of new product is higher than the old products, then it will negatively
effect on the sales figures of the old products which will gave a major drawback to the
firm. Therefore, HP company have to use those strategies which can not affect the
demand of previous products. The competitors of firm can harm the profitability of HP
by developing better strategies than the HP company therefore the managers have to
consider such kind of changes in the competitor’s strategies.
Collaboration and partnership agreements
It is an another way through which HP company can leverage their brand is to make
collaboration and partnership with the small and growing firms. These agreements are
established by those firms who are agree for sharing their resources such as humans, funds,
knowledge etc. this kind of agreement will increase the growth and sustainability of HP

company. The biggest example of this kind of contracts is between the founders of HP such as
Bill Hewlett and David Packard. Which are former agreed to introduce themselves as an
organisation. The objective behind this partnership is to make innovative products through
which, the firm can get sustainability and growth. For instance, if HP is able to attain partnership
with other brands, then their customers share reach will automatically increase as their
capabilities would increase due to help of other brand. When partnership in global level, it would
help HP to get the access in to new market which would be easy for them to acquire as all the
law related work will be done by the local partner.
Line extension refers to expansion of product line so that company can acquire more
customers and market share which will leads to positive growth for company. For instance, HP
can launch high ram and high storage device with different and unique colours in their gaming
editions laptop. It will assist them to acquire customer from different brands who needs these
specification in their laptop or PC. On the other hand, brand extension refers to when company
launches a new variety of products so that they can attract customer from different needs and
demands. For instance, HP can launch sling laptop which is light in weight, it will help them to
attract those customers who wants laptop for travelling. After mentioning above techniques it can
be said that company have to opt their stargates according tio their budget and strategies. As if
HP wants to enter in to new market then they can opt for brand extension, but if they want to get
more customers in to same market then they can opt for line extension.
TASK 4
Evaluation of different types of techniques for measuring and managing brand value
It is very essential for the organisations to evaluate and manage their brand value to
determine the position of brand in market as well as to develop suitable strategies for increasing
the brand value. Several aspects for determining the position are given below:
Brand Value: It is the amount of money generated by the firm from a product because of
it recognition in the market. Samsung is a major brand in the telecommunication industry which
is still struggling to increase its brand value in comparison with its competitors such as Google
and Apple. The company can measure it's brand value from following methods as given below:
Cost Approach:

In this method, the current value of a business can be determined by looking on the trade
multiples of other similar businesses. Through this method, Samsung can determine the brand
value of products offered by them (Spear, 2013). This approach however lacks sometimes when
calculating the value of new product. It can mostly be used in old products.
Samsung can effectively manage its brand value by marketing and advertising regarding
the products. Firm can also use methods such as AI, IoT which are never used by any other
companies.
Brand Awareness:
It is the understanding of a firm or quality of products known by the customers. Various
techniques which can be used by the Apple for managing and measuring its brand awareness are
discussed below:
Social Media Engagement:
Brand Awareness is mainly measured by looking upon shares, follows, likes and tags on
social media platforms of the firm. Major drawback of this method is that continuous posting
must be done on the social media sites for raising the brand awareness. Doesn't matter whether
the company is introducing new thing or not.
Apple can manage it's brand awareness in the market by continuously innovating new
products. Through this innovation, customers gets attracted towards the offered products of the
firm. High prices can be proved as drawbacks as the people may not purchase the products when
looking at the prices.
Market Share:
It is the size or portion of market which is covered by the firm. Samsung is using various
techniques for managing the market share as follows:
Key Performance Indicator:
This technique is used for gathering the reliable data as the data collected is always
measurable and quantifiable. Through this method, market opportunities can be checked for
capturing more market share. More market share can be captured using suitable steps and
measures. Setting up performance targets can be a drawback when the targets are not achieved in
the predetermined time period.
Customer Attitudes:

It is the behaviour, intentions, feelings, feeling of customers for a product offered by the
firm. The technique used by the firms for measuring and managing the customer attitude is given
below:
Customer Surveys:
Customer Surveys are used for determining the satisfaction level of customers towards a
particular product. LG can use this method for determining the satisfaction among the customers
towards their products (Dessart, 2015). When the customers are not satisfied than company can
do some improvements and modifications in their products using the information from the
surveys. Through this, LG can manage and measure the customer attitudes.
Purchasing Intent:
The will of consumers for purchasing a particular product is referred as the purchase
intention. The technique which is used by the Panasonic to measure and manage the Purchase
Intent of consumers is given below:
Net promoter: This is a type of technique used by company to measure the loyalty of customers
towards their company. It is scale which starts from 0 which says not at all likely and ends at 10
which states extreme likely. Company should use NPS calculator to measure as this gives the
accurate results for brand loyalty.
The Funnel Model:
This model is focused on identifying the buying behaviour of consumers to determine the
relation between the prices and buying behaviour of the consumers. It is the simplest way
through which the Panasonic can determine the buying behaviour of consumers by asking the
preferred brand of their. The major limitation of this model is that sometimes the preferred brand
of customers is not available in the choice given to them. Due to this, they needs to select other
brand which may not be their favourite.

CONCLUSION
It has been concluded from the above report that Management of Brand is very important
for the firms in order to making effective image in the marketplace. It is very essential for the
firm is to manage the brand equity so that it can be used in the brand equity model. Customer
based brand equity model also provide helps in making the huge customer base. Brand leverage
is also an important aspect which helps the firm in adopting new innovative ideas so that, firm
can get competitive advantage in the marketplace in easy manner. Techniques are also used by
the firms for making value and uniqueness of their brand.

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Keller’s Brand Equity Model. 2018. [Online]. Available
through.<http://www.managementstudyguide.com/brand-management.htm>.