Brand Management

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Effectiveness of branding as a marketing tool..................................................................1
P2 Key components of a successful brand strategy................................................................3
M1 How brands are managed successfully............................................................................5
M2 Provide appropriate examples within an organisational context.....................................6
TASK 2 ...........................................................................................................................................6
P3 Different strategies that has been used for portfolio management, brand hierarchy and
brand equity management.......................................................................................................6
M3 Critical analysis of portfolio management, brand hierarchy and brand equity management
................................................................................................................................................8
TASK 3 ...........................................................................................................................................9
P4 How brands are managed collaboratively.........................................................................9
M4 Critically evaluate the uses of different techniques which are used to leverage and extend
brand.....................................................................................................................................11
TASK 4..........................................................................................................................................12
P5 Different techniques which are used for measuring and managing brand values...........12
M5 Critically evaluate techniques for measuring and managing brand value.....................15
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management is a specified function which includes techniques for enhancing
perceived or sensed value of a company's product line and its brand image. Having an innovative
and constructive brand management assists an organisation in establishing higher value and
brand image in the minds of customers. A firm gains a number of benefits through brand
management such as enhance memorability among people, customer loyalty, brand image and its
growth (Adina, Gabriela and Roxana-Denisa, 2015). The organisation selected for this report is
Holland & Barrett, which is a subsidiary firm having operations in the retail industry. The
company is headquartered in Nuneaton, United Kingdom and was established in 1870. Products
offered by Holland & Barrett are range from beauty enzymes, herbal medicines, vitamins,
minerals to vegetarian foods.
This report focuses on ways to strengthen brand along with ascertaining activities that
support in attaining a higher market share. Furthermore, topics discussed in this report include
strategies relating to the management of the brand. On the other hand, it also evaluates
techniques for measuring and managing brand value overtime. Thus, for this marketing tools will
be used determine importance of branding as well as key components of brand strategies. The
report also includes diversified types of strategies relating to portfolio management, brand equity
management and brand hierarchy. It also includes strategies which are used by the company for
leveraging itself overtime internationally and domestically. It also describes the techniques that
can used to measure as well as manage brand value.
TASK 1
P1 Effectiveness of branding as a marketing tool
Brand
Brand is referred to a name, design, term, symbol or any other feature which helps a
person in identifying a specific seller's goods and services and determining the difference from
its competitor sellers. It can be used in marketing, advertising and business.
Brand equity
Brand equity is a term used in the marketing sector that describes the effective value of
having a renowned brand name for specific products and services. It is generally created by a
firm for its products and services in order to make it memorable, recognizable and reliable.
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Branding and its importance as marketing tool
Branding refers to the process of giving a unique identity to a product, which requires the
organisation to effectively provide the product with a unique symbol or name which could easily
help the company in differentiating its products in the market (Anagnostopoulos and et.al.,
2018). It is highly essential as it helps in developing a unique position against competitors'
product in marketplace. The product is effectively impacted through branding and hence, have
implication towards customers too in terms of preferences.
In other words, branding is the technique which create goodwill in the minds of customer
which help company to persuade their buying behaviour and force to stick with their brand for
longer period of time. The major aspect that help company in exercise of building effective brand
includes ascertainment of copyrights, trademarks and logo with assistance of government
agencies to ensure uniqueness of the same. The contribution of the same in building effective
brand is understood from the fact that this will restricts outsiders to copy the original creation
also presents the organisations efforts in respect to protection of their offerings. This will further
act as marketing tool and help in creation of feeling of trust among the consumers that they
always get the right product or offer from the organisation side due to the acceptance of strict
nature of protection from their side.
Some of the crucial factor that assist in determining branding as a marketing tool are
Strong unique value proposition, knowledge of customers, brand consistency and so on. Below is
the description of branding and its importance as marketing tool in context of Holland & Barrett
are:
Brand awareness: The most essential importance of branding as a marketing tool is that
it helps a firm in building brand awareness due to the ability of creation of unique identity in
market (Balmer and Chen, 2017). So, creation of certain logo and brand name from the
management side of Holland & Barrett help in improvement of their awareness in market.
Brand as symbol: Another importance of branding as a marketing tool is that it help in
showcasing distinct characteristics of the product in the market on the basis of the factors which
are associated with the organisation in actual like quality, high amount value etc. So, use of same
from the side of Holland & Barrett help themselves to build unique symbol in market.
Brand Loyalty: Using branding as a marketing tool helps in enhancing the loyalty of
customers towards the brand as this will creates the perception in the mind of consumers that
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consumption of product of that particular brand always provide high value. This is the important
aspect for Holland & Barrett regarding the acceptance of the same as strategy to enlarge its
market share in business.
Emergence of brand in business practice
Brands are appropriately emerged in business practices due to the reason that it helps the
firm Brands are appropriately emerged in business practices due to the reason that it helps the
firm to create exclusivity within the market, which also helps customers in locating their product
amongst other ones (Balmer and Wang, 2016). The practice of emergence as brand in the
different businesses is started with this reason that this will provides an unique identity in market
which simultaneously work as the marketing tool and improves the overall market value. The
process which is used by the businesses in respect to the development of themselves as unique
brand includes ascertainment of IPR of new creations, use of certain Logo and slogans to create
different identity and endorsements of product with the help of popular celebrities.
Hence, for the brand the like Holland & Barrett, the management must ensure effective
branding for its products in order to reap the opportunities in association with the same.
P2 Key components of a successful brand strategy
Brand equity is a marketing term which describes the brand value effectively. As the
value is determined by the consumer perception about the products and services of the
organisation, which in the context of chosen organisation is food items associated with health.
Along with this, brand help constantly to expand and grow in market effectively. Equity help the
company to charge more price with the great deal of brand value. The equity is transferred to the
line extensions product related to the brand itself or line extension. Hence, this is essential for the
company like Holland & Barrett to make brand strategy as it help in providing better services to
the customers who visit the store. So, this will help in increasing the loyalty which is useful for
the company to earn more and more money. In order to understand as well as management of
brand equity, the CBBE model is taken under consideration which is explained down below:
CBBE model
This is the model which is known as customer's based brand equity model which was
given by marketing professor Kevin Lane Keller. Holland & Barrett can use this model in order
to manage the resources effectively and managing the brand altogether, so that maximum
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revenue can be generated effectively. Down below are some steps which are explained along
with the integration of chosen organisation as example:
Salience: This is the method which help company to stand out from the marketplace and
create and effective awareness of the same (Batey, 2015). There are several ways through which
awareness could be created by Holland & Barrett. As an example, first the customers are to
identified through market research and they are further segregated in market segments where
their needs and relationship with the brand are identified. According to this the customers upon
which major focus of this organisation have are those which are health conscious in nature and
want to consume healthy foods. Different categories of people are focus here on the basis of their
age factor in accordance to their nutrient requirements. Furthermore, the next aspect is to
emphasise on narrowing down choices of customers of how they decide between the brand and
that of the competitors. Identified from the analysis that customers chose brand on the basis of
quality and delivery of items. On the basis of ascertainment of overall information presence of
Holland & Barrett at this stage is at medium level where they lack in delivery aspects.
Meaning: This stage covers the two aspect which include Imagery and performance. As
imagery refers to how well the brand are interrelated to the customer’s needs belong to the social
and psychological needs (Brexendorf, Bayus and Keller, 2015). Whereas, Performance define
how well your product meets the customer need directly. On the basis of analysis of the actual
offerings of Holland & Barrett understood that their products are able to meet out many aspects
of performance such as high in nutrients, reliable and effective in nature. The aspects which are
missed to fulfil includes serviceability and price. One the other hand, the imagery need of
consumer is not well fulfilled because not help to met social needs due to low presence in
market. The identified gaps can be easily fulfils by the organisation through acceptance of digital
technology within their operations which help in improvement of their serviceability also the use
of social media aid in ascertainment of social needs.
Brand response: Here the customer provides the feedback to the company after the
usage of the product. This result are driven on the basis on judgement and feeling regarding the
past experience. Holland & Barrett, in order to develop effective judgement and feelings must
ensure that the quality standards are met with the industrial guidelines and customer preferences.
Furthermore, they must ensure innovation and uniqueness within their products and services,
which are required to effectively develop positive judgements from customers. At present the
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view of customers towards their products and services on various determinants is different in
nature in accordance to the perceived value. On terms of quality the product available at retail
shop get the medium rating but on the basis of credibility the rating of their products is high.
This is so because likeability and innovation in providence of nutrients is enjoyed by consumers.
Holland & Barrett is needed to work on the aspects which improves the quality like providence
of fast service along with the usage of high nutritional ingredients suggested in accordance to
standards of nation.
Brand resonance: This refers to the top of the brand equity pyramid because this is more
desirables aspect to reach (Christodoulides, Cadogan and Veloutsou, 2015). It has different
elements such as behavioural loyalty, attitudinal attachment and many more. This stage is quite
hard to be accomplished by an organisation. The level of behavioural loyalty of old people is
high in comparison to young. So, overall Holland & Barrett is needed to focus over preference of
young people as these are major target of their brand. In this regard, they have to focus over the
use high nutritional ingredients which are able to provide kind of vitamins and other
requirements in accordance to the standards build by the government.
Role of marketing in building brand equity
Marketing factors plays an essential role in developing brand equity in the market. Some
of the main roles played by marketing in order to develop brand equity are mentioned below:-
 Through marketing respective company is able to communicate with its potential
customers which leads to developing relationships as well as brand equity.
 Through marketing Holland & Barrett management is able to promote as well as
advertise its brand in most effective way which lead to development of effective brand
equity in proper way.
M1 How brands are managed successfully
The customer based brand equity model develop the effectiveness, safety and also
provide monetary benefits to the consumer (Dean and et. al., 2016). A strong brand image has
the higher market share which help in surviving in the long run effectively. For example, success
overtime could be managed through adhering to the steps associated with the customer based
brand equity model. The stages from salience to brand resonance is quite essential in context of
effectively managing the brand as per the perception of customers. Salience help to recognise
demand of consumers, meaning help to ascertain the aspects which are fulfilled, response help to
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ascertain the view towards the brand and products and resonance includes creation of
relationship through fulfilling the gaps which are identified and ascertained from the above
analysis. Overall application of model help to strength and manage the brand.
M2 Provide appropriate examples within an organisational context
In relation to Holland & Barrett, the firm could ensure acquiring effective and unique
selling proposition through effective tracking of customer's needs by market research. This could
be done by acquisition of feedbacks through questionnaires and surveys (Dwivedi, Johnson and
McDonald, 2015). Determined that organisation lacks in quality and nutrient requirements.
Furthermore, high quality offerings must be developed by the company in relation to healthy
food, which are required by the company to effectively and essentially ensure appropriate image
along with the fulfilment of nutrient requirements. Moreover, brand's credibility through
communication and involving distinct features with the help of the usage of digital platform
must be appropriately involved in the company's products to ensure enhancement in positive
judgements. Lastly, gifts with purchases and customer loyalty programs must be performed by
the company in context of enhancing its effectiveness at resonance stage.
TASK 2
P3 Different strategies that has been used for portfolio management, brand hierarchy and brand
equity management
Brand portfolios are defined as collection of different brands which operate under one
huge corporate umbrella (Griffiths and McLean, 2015). In this each and every brand develops as
well as maintains its own operational strategies and structure.
Portfolio management
It is highly essential for an organisation to have appropriate portfolio management
strategy which provides the firm with essential competitive edge within the market. With respect
to Holland & Barrett, the firm could perform portfolio management in number of ways which are
described below:
 Passive Management:
In this aspect, the firm could indulge in long term trading and investment in index funds
to meet the need of marketplace, rather than competing with other companies. The same is used
by Holland & Barrett in the form that this will provides an opportunity to built diversified
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product base which fulfil different nutritional requirement of various range of consumers on the
basis of their needs instead of focusing over other operations and getting involvement in other
activities.
 Active Management:
In case the firm requires to compete within the marketplace, they must appropriately adopt this
strategy, which would allow the firm to assess their portfolios and diversify them effectively in
order to succeed in the marketplace (Kaufmann, Loureiro and Manarioti, 2016). In case of
Holland & Barrett, this strategy can be used in effective management of their different health
products through bring coordination with consumer and market needs. So, this active
participation provides an opportunity to made frequent changes as per market forces.
Illustration of Hierarchical Management of brands
There are certain ways through which hierarchy could be managed by Holland & Barrett.
These types are stated below: Branded house: In this approach, the organisation acts as a brand and appropriately
associated with the sub brands of the company. This helps in appropriately and
effectively ensuring that the firm is quite strong through their strategies. Moreover, it also
enhances the recognisability too. House of Brands: This approach could be used by the organisation in order to create sub
brands which are different from the organisation and their promotion must be emphasised
upon perfectly. However, inconsistency might be a result of this strategy, which would
lead to complexities in the product.
 Hybrid Approaches: within this strategy, the firm could conveniently to pair with sub
brands which are lower within the brand hierarchy. Thus, the brands related to the firm
could essentially be attached to the firm and distinct as well at the same time.
The company is using branded house which help in determine the overall product range.
This model is taken into account by the Holland & Barrett through which make easier for the
company to sell the product effectively. In the context of Holland & Barrett the company have
diversified product range and with the help of this model the firm can easily provide the product
effectively under the name of Holland & Barrett. Hence this also become ease for the end user
to identify the product effectively which help in making proper choices in selecting the product.
Strategies to manage equity of brands
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Equity of brand depicts the value of same. It is considered in accordance to the
perceptions of consumers towards the particular brand (Kladou and et.al., 2017). High brand
equity allows the organisation to earn more from their products through charging of higher price
against the deliverance of high value. This will also results into the creation of strong loyalty in
between the two organisation and customers. Holland & Barrett is the organisation which is also
needed to improve their brand equity. Te way which help in ascertainment of the same includes
analyse of the different strategies and usage of same. Different strategies are defined below:
Proper and effective communication: This strategy includes about the disbursement of
actual information through the use of powerful medium. The influence of the same over
perception help to create sales and image which further turns into equity.
Proper image and reputation: This aspect has significant contribution behind the
development of equity. Providence of quality products along with the use of innovate aspects
help to maintain and sustain image in market that build high reputation.
Collective use of AAKER Model of brand equity provides an opportunity to build
effective brand equity. Here, this model includes the application of all the different strategies on
the basis of the various determinants of brand equity (Lucarelli and Hallin, 2015). The brand
equity is the sum up of awareness, loyalty, association, perceived quality and other proprietary
assets. So, implementation of the diversified nature of strategies in respect to build all the aspects
above defined help Holland & Barrett to accomplish their goal of building high brand equity.
M3 Critical analysis of portfolio management, brand hierarchy and brand equity management
In order to analyse portfolio management, formula plan theory has used in which various
procedure and techniques are made to know about price fluctuations at marketplace. Such theory
is used by respective organisation in order to maximize return and minimize loss. The negative
point associated with this theory in respect to portfolio management is that not focused over the
strength of the collaboration of the different products in accordance to their viability to provide
nutrients in market. The brand hierarchical is managed through management of brands
framework where brands are divided into different category for requirements of consumers and
accordingly fulfils their requirement for positive outcomes (Moreira, Fortes and Santiago, 2017).
The one negative aspect which is associated with the same is about determination of the different
consumers requirements on regular basis. The consumption of time disrupts the management
activities related to performance of important aspects. Similarly, for brand equity, AAKER
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theory is used which means building brand identity in minds of customer for buying of products
and services. Under this theory, there are four elements such as brand as product, brand as
organisation, brand as person and brand as symbol. The respective organisation has used brand
as product in minds of consumer for their brand. It helps in identification of product by
individuals as per their need and demand in order to achieve goal and objectives. Negative aspect
is associate with the acceptance of the same is that sometimes innovation backfires which as
direct impact over the equity that results into the decrement of brand power. In this way, for each
aspects, theories and models has used for knowing consumer's requirements in effective and
efficient manner. This leads to earn maximum profits and gain along with development, growth
and success of organisation. Therefore, it is also essential to make portfolio of brand first and
then manage it in best possible manner so that consumers get whatever they needed for their
basic requirements. All these are essential role which are played by brand manager for running
their activities and operations in best possible manner without any difficulty or struggle.
TASK 3
P4 How brands are managed collaboratively
Line extension
Product line extension is generally adopted by a company in order to develop its brand
name for new products in the same product category. This takes place when a firm introduces a
new or additional item in a specific product family under the same brand name (Moulard, Garrity
and Rice, 2015).
Brand extension
It is a marketing strategy in which an organisation markets a product along with well
developed image that is used by the similar brand name in a diverse category of products. In this
new product or offering will known as spin off.
Holland & Barrett is a chain of health food shops which has more than 1300 stores in
different 16 countries. The administration of brand is the duty of the management of
organisation. It is depends upon their capacity that how they are going to manage their brand
collaboratively and in partnership with some other organisation at domestic and global level.
Holland & Barrett is the organisation which have its presence on international levels too.
The usage of collaborative method provides an opportunity to cut the cost along with the
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presentation of brand same in all over the world (Neudecker, Barczewski and Schuster, 2015).
The use of other technique to manage brand is associated with partnership. This includes the help
of some other organisation or third party behind the presentation of brand differently at various
levels. This will includes the use of approach where presentation is done on the basis of the
market factors. So, at domestic and international level presentation of brand in done in separate
manner after consideration of all external and internal factors.
The method which can be used by Holland & Barrett for collaborative presentation of
brand includes focus over the presentation of the main features and characteristics that represents
overall organisation irrespective to its different and various products that have different target
consumers. This method of branding is used by the organisation then approach will be the same
even if the organisation has operations 10 countries or 20 countries. The effectiveness of this
approach is ascertained in the manner that this will help Holland & Barrett to become
recognisable in all over the world at domestic or international level through the name of their
brand only. It help in creation of unique identify where all the products are recognisable from the
brand name.
Another method of branding that can be used by Holland & Barrett is about partnership.
This is different in nature from the one which is defined above. This will includes help of various
middle local organisations which help to promote the brand in accordance to the situations
present at particular location (Pecot and De Barnier, 2017). So, if this is used by Holland &
Barrett then strategy at domestic and international level is different also the major focus is not
provide over the brand but the presentation is done on the basis of product which is in demand at
that particular place. The effectiveness of the same in ascertained in the manner that this will
help to target the consumers appropriately in accordance to their offerings at different locations.
Also, help to improve the sale of all products in market. Here, product become more famous in
comparison to the overall brand.
Examples of collaborative and partnership agreements of Holland & Barrett:
 Holland & Barrett and Star count:- Holland & Barrett and Star count in a new
partnership which helped them in enhancing offers for their customers which includes
personalisation by adopting “rewards for life” membership programme (Healthy
partnership for Holland & Barrett, 2019).
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 Holland & Barrett and TESCO:- In United Kingdom, Holland & Barrett collaborated
with TESCO which helped them in increasing their sales and profitability ratio (Tesco
and Holland & Barrett will collaborate, 2019). According to the Collaborative and
partnership agreement, Holland & Barrett's huge range of products were at sale in the
TESCO Store, at their own shop in shops.
M4 Critically evaluate the uses of different techniques which are used to leverage and extend
brand
Brand leveraging is defined as strategy for using power of current brand name in order to
support entry of company into new one but that should be related with category of product by
communicating information to consumers about their products and services. There are different
techniques which are used by respective organisation to create awareness among consumer for
buying their products and services in an effective and efficient manner (Sarin, 2015).
Companies always try to come up with different techniques that can be used for gaining
maximum benefits from their brands. They concentrate on finding various ways through which
extension of exiting brand can be done. Brand extension plays crucial role in leveraging a
''Brand''. Below are few techniques of Brand extension and leveraging:
Line extension – It means launching current products in different flavour, colours and
packaging size. Line extension help brand in increasing potential number of buyers without
compromising current one. But, it sometime reduces companies focus on their main product.
This technique also increases overall cost of marketing.
Brand stretching – Launching product in different segments is basically known as Brand
stretching strategy. An organization may be selling their products in economic range but when
they will launch same product,with better quality, in premium segment then it is considered as
brand extension. Main benefit of this technique is increment in sales; it assist in getting
monopoly in particular market. Main issue with brand stretching is higher damage in the image
of brand. If a premium product brand will enter in economic segment then there is a high
probability that existing buyers will leave the brand because of its changed image(Balmer, 2012).
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TASK 4
P5 Different techniques which are used for measuring and managing brand values
At a marketplace competition is increase day by day which impact on companies in both
positive as well as negative manner (Toldos-Romero and Orozco-Gómez, 2015). So in order to
sustain in specific era, Holland & Barrett need to adopt number of techniques for conducting
measurement as well as management of brand value, market shares, brand awareness, purchasing
intent and consumer attitudes. Explanation of all these factors are given below:-
Brand Value
This is generally used for marketing sector which will help in describing value of famous
brands at marketplace. It is also known as brand equity that depends on the characteristic of the
products and services. Brand value is considered as a procedure which is adopted by a company
management in order to calculate value of brand or determining monetary amount which a party
is willing to pay. In this stage before conducting brand evaluation, it is essential to answer some
questions such as what is important of being valuable, purpose ofBrand leveraging is defined as
strategy for using power of current brand name in order to support entry of company into new
one but that should be related with category of product by communicating information to
consumers about their products and services. There are different techniques which are used by
respective organisation to create awareness among consumer for buying their products and
services in an effective and efficient manner (Sarin, 2015). Companies always try to come up
with different techniques that can be used for gaining maximum benefits from their brands. They
concentrate on finding various ways through which extension of exiting brand can be done.
Brand extension plays crucial role in leveraging a ''Brand''. Below are few techniques of Brand
extension and leveraging:
Line extension – It means launching current products in different flavour, colours and
packaging size. Line extension help brand in increasing potential number of buyers without
compromising current one. But, it sometime reduces companies focus on their main product.
This technique also increases overall cost of marketing.
Brand stretching – Launching product in different segments is basically known as Brand
stretching strategy. An organization may be selling their products in economic range but when
they will launch same product,with better quality, in premium segment then it is considered as
brand extension. Main benefit of this technique is increment in sales; it assist in getting
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monopoly in particular market. Main issue with brand stretching is higher damage in the image
of brand. If a premium product brand will enter in economic segment then there is a high
probability that existing buyers will leave the brand because of its changed image evaluation and
so on (Balmer, 2012). In respect of Holland & Barrett, it is essential for them to conduct brand
value evaluation because through this they can enhance their performance which leads to
increase in market shares and goodwill. For this respective company may adopt different
methods or techniques for developing brand value in customer's mind.
Brand Awareness
This is defined as a process which is adopted by a company in order to aware potential
and target customers by using different channels or methods. There are various techniques which
can be adopted by Holland & Barrett in order to measuring and managing brand awareness of
their product, from which some of them are given below:-
 Survey: It is one of the simplest techniques which are adopted by a company for brand
awareness. It will focus to the limited audiences as well as it lead to gathering qualitative
data or information (Wang and et.al., 2015). Holland & Barrett can adopt this method in
order to develop awareness about the products which they are offering.
 Social media activities: In order to develop brand awareness among the customers social
media is consider as one of the essential tool. This is so because in today's time most of
the youth or population are available at social media. That will help Holland & Barrett to
attract more audiences toward their products as well as it will also help them in
developing effective relationship with potential customers.
 Referral Programs: It is consider as method which is adopted by a company in order to
manage their brand awareness. In respect of Holland and Barrett they can adopt method
in which if a person refer their brand to another one then both will get points which they
can redeem in next shopping.
Market Share
It refers to the percentage of market's total sales that are earned by particular company in
the specific time duration. There are various techniques which can be adopted by Holland &
Barrett for measuring and managing market shares, from which some are given below:
 Building of market shares: It is a tool which is adopted by a company in order to
measure and manage market shares in effective way (Dinnie, 2015). By adopting this
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respective company able to earn more profit and reliability but for it they need to adopt
innovation in their products, promotional style, distribution ways and so on. Such as for
building market shares they can adopt innovation on regular basis in their products,
packaging style and so on.
 Maintenance of market shares: It is a process in which firm optimise its resources so
that they gain succession at market. In respect of Holland & Barrett, they must adopt
different method or techniques which help them in maintaining market shares. For this
they may adopt methods like cost cutting, adopt innovation, proper utilization of
resources and many more. For example if they adopt innovation for gain market shares
then they need to retain its quality standard in order maintain market shares.
Consumer Attitudes
It is defined as an attitude of a buyer which is integrated along with the belief, feeling,
value and behaviour of a person toward a particular products at the marketplace. This is essential
for a company to analyse consumer behaviour because every individual have different attitude
toward specific products and services. There are various methods which can be adopted by
Holland & Barrett in order to analyse consumer attitude, from which some are:
 Customers satisfaction: Attitude of a person is influence by its satisfaction level because
if an individual gets happy with specific products then they must influence others (Elliott
and et. al., 2015). In respect of Holland & Barrett, they must maintain proper quality of
products and services so that customers get satisfied with it and conduct word of mouth
advertisement. Through this respective company able to maintain positive consumer
attitude towards their food products.
 Structure method: This method is generally formal in nature that has systematic
sequence. This method is further divided into several parts i.e. disguised and non
disguised. In respect of Holland & Barrett it is essential for them to manufacture their
products by knowing attitude of customers. Such as through they can identity or measure
which products are liked by customers and which are not. That will help them in
manufacturing and products designing process.
 Non-Structured Methods: It refers to the method which is informal or non systematic in
nature. In respect of this method Holland & Barrett management may conduct interview
so that they can know customer's attitude about the products. This will also help them in
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develop more effective product for the next time. Through this respective company also
able to find out customers expectations towards a particular products.
Purchasing Intent
It is consider as probability in order to determine ratio of customer who will purchase
products and services. For this a company or its marketer may adopt predictive technique in
which identification future outcome will be done on the basis of past data or information. It will
help an organisation in determining willingness of society for purchasing a specific products and
services (Elliott and et. al., 2015). There are various method which Holland & Barrett can adopt
for measuring and maintaining purchasing intent, from which some are mentioned below:-
 Offers: According to this a company can provide offers to their customers so that their
willingness to buy specific product or services get increased. In respect of Holland &
Barrett they can provide offers like buy one get one, buy two get 30 percent off and so on
(Heding, Knudtzen and Bjerre, 2015). Through this they can attract more audiences
toward the products as well as through it company also able to maintain purchasing
intent.
 Quality products: Customers want to pay more for those products and services which
are of high quality. In respect of Holland & Barrett they must maintain high quality of
their food products because it helps them in attracting more and more potential buyers.
Such as by maintaining proper quality of the products respective company ensure that
their potential customers will purchase their products.
Measures to audit and track brand values:
 Customer loyalty: Through customers loyalty the company can measure its audit as well
as track brand value in an effective manner. This is because it is directly linked with the
sales and market value of the firm.
 Market share: This will help the firm in measuring audit and tracking brand value as the
manager of Holland & Barrett will be able to evaluate the sales and profit ratio.
M5 Critically evaluate techniques for measuring and managing brand value
The respective organisation has to focus on analysing need and demand of consumer in
proper manner by using various tools and techniques for positive outcomes. They can use brand
awareness, market shared and customer attitude by using different techniques. For brand
awareness they can use social media, search engine and other for creation of brand value in mind
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of customers (Hannaand and Rowley, 2013). The positiveness of all in respect to manage and
measure the brand is ascertained from the aspect of wide reach of social media that help to
deliver the message and ascertainment of the views too. The negative point associated with the
same is about disbursement of fake and irrelevant information which has unnecessary impact
over organisation. Similarly, for market shared they uses techniques of building and maintenance
of market share and for knowing attitudes of consumers, various techniques are used such as
customer satisfaction, structured and unstructured and so on. The positive aspect associated with
the same is about help to fill the gap but the negative point is ascertainment of attitude is difficult
procedure in actual.
Therefore, individuals should be provided with high quality products and services to
create brand loyalty. They have to offer high quality products and services to consumers to
increase their purchasing intent. Therefore, in this way, various techniques helps to measure
brand value in relation to process strong and abiding brand.
CONCLUSION
It has been analysed from the above mentioned report, that brand management is one of
the crucial factor for organisation to create goodwill in market and can gain competitive
advantages. It is important for a company to build brand equity to endure in a long run. To
maintain stability in brand management organisation have to improve their promotional activity
and centring on rendering quality product so that they can make brand awareness in the minds of
customers. There is CBBE model which is taken into account for understanding the customer's
brand equity model. It also covers various kinds of tools and techniques to measure brand value.
This report analyse how brand carry out collaboration with domestic as well as in international
market. Hence there is different method which are used in expanding the business such as
merging with the big companies for capturing the larger market share.
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