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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