Brand Management and Value Creation

This assignment delves into the significance of brand management for businesses to establish a positive market image. It analyzes various branding components and their impact on marketing effectiveness, using Apple as an example. The report also outlines key elements of a successful brand strategy, including brand association, loyalty, and awareness, highlighting how they contribute to overall brand value.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1 : Understanding ways to build and manage brand.............................................................3
P1 Branding as a marketing tool.................................................................................................3
P2 Key components of a successful brand strategy....................................................................6
TASK 2 : Building Hierarchies and Portfolio Management............................................................7
P3 Effective strategies for Brand equity, Brand Hierarchy and Portfolio Management.............7
Revitalisation and Brand Reinforcement methods .....................................................................9
P 4 Collaboration and Partnership among brands.....................................................................10
P5 Techniques used for measuring Brand value ......................................................................10
CONCLUSION..............................................................................................................................10
REFERENCES .............................................................................................................................12

INTRODUCTION
Brand Management is the analysis and planning of a brand's perception in a particular
market or industry. Brand Management concentrate on creating a healthy relationship with the
customers within a marketplace. This report will identify and describe the importance of brand
management and branding with regards to a business or organisation. The study will analyse and
determine the benefit of using branding as a marketing tool. The various factors and components
of brand management and strategies for developing and managing brand equity will also be
determined in this report. It will also include a brief analysis of various strategies related to brand
hierarchy, brand equity and portfolio management. Furthermore, the report will identify the
elements that help organisations in managing collaboration or partnership at global and domestic
level. The different techniques used for measuring brand value will also be described in the
following report.
TASK 1 : Understanding ways to build and manage brand.
P1 Branding as a marketing tool.
What is a brand? -an identifying mark burned on livestock or (especially in former times)
criminals or slaves with a branding iron.
Branding is a most vital and basic piece of a marketing procedure of every last administration or
item. As indicated by the present situation or market circumstances each item has an immense
number of contenders built up by alternate associations. The opposition inside a commercial
centre is exceptionally extreme and in addition the battle to acquire clients. The American
Marketing Association expresses that a brand is a term, name, sign, plan or image, or general
mix of these all components made with a specific end goal to distinguish the administrations or
results of a vendor or gathering of merchants and furthermore separate them from the items or
administrations of other sellers(Lin,2015).
How to manage and develop brand over time.
Brand Evaluation – Branding helps in distinguishing an objective market or zone, considers and
looks into are the following expository strides for picking up a socio-consistent comprehension
of different focused on clients and the things they required from an administration or item. The
Brand improvement circumvent a similar understanding with respect to the brain science of
clients. Each association concentrate on making their item the most conceivable response to the
client's needs and needs. A request that makes now is the way by which publicizing is assorted

shape developing a brand. The reaction to this request is the advancing and stamping are not
various activities' underground creepy crawly they immovably related. The advancing revolve
around making a thing more asking for or charming than its adversaries or rivals while checking
is a further thought, it focuses on setting up a thing as the key name that squints into the mind of
the customers when they consider an affiliation or organization.
Brand objective – Almost every association or affiliation comprehend the significance of the
stamping as an exhibiting gadget, the distinctive specialists and bosses who are had some ability
in making brands, they work with a particular true objective to the going with -
Setting up respectability for the thing or organization.
Partner with the customers sincerely and essential segment in to their mind investigate.
Working up an allegiant customer base(Ross and Hajjat,2016).
The Branding is an imperative and useful advertising or marketing tool for any business or
association, marketing is a basic function performed by an association with a specific end goal to
advance its items and administrations. Promoting utilizes different components, for example,
publicizing to promote their items and administrations, marking is a more basic idea that can be
utilized as an advertising device by numerous associations. Marking centre around each part of
an item or administration, for example, name, logo, plan and so on, it makes a picture in the
brain of the clients. A specific brand causes the customers to recognize an item inside the
different substitutes or opponents in a commercial centre. A Brand incorporates eight
fundamental parts which are a specified below -
Key Elements of a Strong Brand
 Brand Name
 Logo or icon
 Brand Colour
 Slogan or Message of the Brand
 Brand sound
 Position or the look of the Brand
 Packaging of the Brand
 Brand Experience
Why is branding an important marketing tool?

Each and every business or organisation wants to create an impressive image in the
marketplace as well as in customer's mind, most of the business or organisations use marketing
strategies and functions to achieve this goal. In today's competitive market every organisation
needs more than just promoting its products or services in the market. They are now focusing on
creating a brand image within the market rather than only differentiating them with the
competitors. The businesses or organisations started using branding as an effective technique in
their marketing function. Brand management helps an organisation to develop an impressive
brand which is recognised by the customers. There are much importance of branding for the
promotion of a company or its products and services, these benefits are described below -
 Enhancing Popularity – The businesses or organisations require popularity for products
and services. They ensure that the consumers recognise their products and services once
they use them. The Brand management use effective branding strategies in order to make
their products visible to the customers and attract them. The promotion such as TV
advertisements, hoardings, radio advertisements etc helps the companies to promote their
products and increase popularity among the people(Christodoulides, Cadogan and
Veloutsou,2015).
 Earning Customer loyalty – The customer requires high quality services and products in
order to build trusts. The Brand identities helps organisation to build healthy and strong
relations with the customers. A particular brand's product should satisfy its consumers so
that they develop a positive image in their minds for that particular brand or product. The
customers be loyal to a particular brand if they are satisfied with the products.
 Assist to get remembered – The customers remember a product or service if it has
something attractive, unique and creative element. It helps the organisation to get
remembered by their customers. A good experience enable customers to get attracted to a
specific brand or product which is a major benefit for the companies or organisations.
Proper branding helps the customer to remember the product experience and recall it
when they need to consume a related service or product.
Difference between Brand and Product
Companies Make Products and Consumers Make Brands. A product is made by a
company and can be purchased by a consumer in exchange for money while brands are built

through consumer perceptions, expectations, and experiences with all products or services under
a brand umbrella.
Branding is a most effective recognising factor that helps an organisation to develop and
maintain a positive image within the mind of people and the marketplace. Branding can not be
considered as positioning only, a company or good can position itself as different things at
different times within various markets. Branding is not same as positioning because branding is
not that flexible and needs to be performed at an early age for promoting a particular product or
service as well as enhancing sales.
What is Brand Equity? - The commercial value that derives from consumer perception of the
brand name of a particular product or service, rather than from the product or service itself.
P2 Key components of a successful brand strategy
Brand strategies are very important for a brand or organisation to build a strong position
or image in a marketplace or among the customers. The brand should be effective or attractive
enough to let the people choose its products and services easily. In order to attract and develop a
strong relationship with the customers an organisation needs a well developed brand equity.
Various companies and organisations plan various methods and techniques to create an effective
and attractive brand in order to promote or market their services and products within the market
and earn customer interest or loyalty.
The main motive of branding is to encourage as well as attract people for using products
and services of a particular brand.Each business or connection needs that at whatever point a
client considers obtaining a thing or association identified with their things or associations, the
essential picture in his or psyche ought to be their image(Mosley,2014).With a specific genuine
goal to accomplish this each alliance or affiliation requires a productive and all around dealt with
mark regard. Affiliations or affiliations make or make assorted structures for the checking of
their things and association, these philosophies are made with a specific genuine goal to
accomplish the objectives of working up a skilled brand to crane and urge individuals to utilize
the things and associations. The stamping structures must be made and executed considering
various key parts or factors that can influence the general checking or showing procedure of the

things. There are differing portions that desires a relationship to make and manage solid brand
regard are as portrayed underneath -
Proprietorship resources – The other essential and primary section of the stamping system is to
guarantee that the brand is through and through ensured by being stolen or copied. The
Protection of the brand incorporate copyrights, licenses, guaranteed headway, trademarks and set
up relationship.
Brand Loyalty – Loyalty infers the impression of clients relationship with a brand when meet
other intense brands in respects with quality, cost and perpetual buy. Recollecting the genuine
target to get dedication of the clients or making them relentlessly connected with the brand an
association needs to guarantee their things are high in quality, gainful with the target that the
customer don't move to some other focused brand. A brand ought to be particularly successful
and engaging that influences individuals to stay related with the things and don't with the
choices.
Brand collusion – Attractive and emerge mark affiliations help a client to recover and process
essential data regarding a specific brand. A brand gets a high ground by giving particular
complimentary motivations to buy and build up a positive picture or manner for the brand or
things. The brand affiliations infers an unrestrained way of life, champion underwriting the brand
subsequently forth(Buil, Martínez and Chernatony,2013).
Brand Awareness – The general open needs to get a handle on what the association do and who
the alliance is to make mind. For whatever time traverse that the general open think around an
alliance or affiliation they will see and review the brand. The checking methods ought to be
appropriate to make the customers especially lovely to pick the specific brand among the
particular adversaries and contenders. The frameworks identified with the checking of a thing
should ensure that the comprehensive group gets the attention to the thing it is fundamental to
give customer applicable data about the brand and its thing or associations
Brand quality – This implies giving the comprehensive group solid motivation to purchase or
buy a brand;s thing or association. Precisely when quality gets related with a brand, individuals
sees that various things to have a near high bore. Checking structure ought to in addition center
around this part with the target that the comprehensive group see the brand as then association

needs and required. For instance Apple gave I telephone an awe-inspiring and amazing quality
thusly the general open saw that I cushion will offer a practically identical quality.
TASK 2 : Building Hierarchies and Portfolio Management
P3 Effective strategies for Brand equity, Brand Hierarchy and Portfolio Management.
Portfolio management is the act of making investment decisions regarding the investment
mix, investment policies, matching investment to the respective goals or objectives, allocation of
assets for various institution and individuals. It also helps in balancing risk against the
performance of the organisation. The Portfolio management helps a brand or company to
develop effective and competitive strategies in order to achieve and sustain a great position
within a market or industry. It also helps an organisation to get profitable return on investment
and minimise the risks of various investments. Portfolio of a brand includes objectives,
interrelationship and roles(Mills, Botha and Campbell,2015). The most significant purpose of a
brand portfolio is to make effective strategies for a company contributing to the growth and
development of the firm or business. There are various successful brands such as the Apple that
has developed a very good position or brand value in the market as compared to its competitors
or rivals due to its effective portfolio or investment strategies. Apple focus on making investment
for the technological development in its products. The products such as I phone has been evolved
very impressively in terms of technology and user experience. The company has a great and
leading position in the market due to its high quality products offering a high satisfaction level to
the consumers(Keller,2014). There various theories related to portfolio management which are as
described below -
 Risk Aversion – Risks aversion is a desire of an investor in order to avoid participation
in risky investments or behaviour. Every investor focus on maximising the return with the
minimum amount of risk possible. A great example of risk aversion is Insurance,
investing of an insurance can helps to decrease the risk of loss such as in an accident.
 Markowitz Portfolio Theory – The Portfolio was developed by Harry Markowitz, this
model consist expected return along with the level of risk for a specific return. This
theory assumes the following elements about a person's investment behaviour -
1. Investors are measuring risk with regards to a standard deviation or investment's
variance.

2. Giving the identical rate of expected return, an investor needs to choose the
investment considering the lowest amount of risk.
3. Investors seeking to enhance their utility.
4. The decision based on investment's return and risk are made by the investors, an
investor's utility curve is based on return and risk.
 Active Portfolio Management – According to this theory, a company or organisation
develop new ventures arranging which can help them to gain most effective return and
benefits. In this process financial professionals or specialists expect an immense level of
return.
 Bottom up approach – The Bottom up approach refers that the companies or brands
should focus on development with regards to money. The administrators should analyse
their business or self condition before making any new execution of a product or service.
This can be an effective way to minimise the risk of loss.
The Company gets a handle on some portfolio methodology to refresh the brand picture inside
the business focus. It is fundamental to help the business exercises and make new valuable
arrangements to get advantage wage. Adjacent to that there is another thought known as Brand
arrange. Brand chains of significance implies a pack sort of various brand strategies. It combines
the brand parts like apple affiliation having unmistakable brands through which they get the best
preferred standpoint pay. It portrays that what number of various associations gave by the
relationship to pull in the client incline. Like the degree that apple they in like way give some
new procedures and programming through which they are most lauded mark(Viktoria, Rampl
and Kenning,2014).
The Apple has effectively put resources into a different real advancements inside its items and
administrations which are as portrayed underneath -
Beats Electronics: it is in addition the another affiliation got a handle on by Apple is Beats
Electronics for $3 billion. Through which they pitch to the retailers it is the most critical and
highlight of Apple.
Siri: Siri is the best part of apple. It is a sort of "Solitary aide" that can enable them to discover
heading and sending writings. It was at first made by Siri Inc.

Prime Sense: Apple obtained 3D sensor affiliation "Prime Sense" in $345. It is a doable and
comprehended distraction system.
Emagic: Emagic is the another huge and beguiling programming got a handle on by the Apple
affiliation. In the year 2002 Apple secured $30 million of advantage. This affiliation is known
for its music star. The focal motivation driving Mac to get a handle on this thing is to give new
method and programming to make electronic sound workstation programming.
Shazam: it is the most famous and obvious music seeing application which is secured by Apple.
This is the best and unmistakable portion of apple which sees the tune name with no searching
for. Nobody comprehends that what next innovative association apple will introduce, it is known
as Brand unmistakable quality.
Revitalisation and Brand Reinforcement methods
Brand Reinforcement is known as the tool which encourage the company or business to
develop and maintain a good image within the market. Various organisations introduce new
techniques and products in order to attract new customers within the market which leads to
increase in profit and gain a leading position within the market(Apostolopoulou,2015).

P 4 Collaboration and Partnership among brands
Partnership or collaboration with other brands can help in increasing the profit and brand
image within a marketplace. The Partnership helps to gain popularity for the brand and also
encourage people to buy its products and services. The Apple collaborated with Samsung in
order to manufacture successful products such as I phone. Samsung was the main supplier of
Apple from the starting point, manufacturing the A-series processors and by supplying DRAM
and NAND flash memory chips.
Samsung is a sole supplier of the OLED display used by Apple in their phones, due to
which Apple is depended upon its supplier in order to manufacture the products which are the
main source of profit for the company. This collaboration also helped Samsung in increasing the
profit of their business, it earns a huge profit every phone sold by Apple due to its supplied parts.
Both the brand manage to achieve great success by collaborating with each other and gained an
impressive position within the market.
P5 Techniques used for measuring Brand value
In order to measure the value a company or brand can use various types of methods or
techniques which are as described below -
 Number of customers – The number of customers can help a company to identify its
brand value as it allows top measure the sale of products or services.
 Product quality – The most important element for brand measurement is the quality of its
products or services, high or premium quality products helps an organisation to attract
more customers and increase the sale(Maurya and Mishra,2017).
 Online traffic – Every brand or company has an online existence, such as the websites.
The traffic or people visiting the website can also help to measure the brand value or
popularity
 Feedbacks and review – The another moRossHajjat2016st appropriate technique of
measuring brand value, the customers provides relevant reviews for a particular product
or company which is useful for identifying brand value.
CONCLUSION
This report determined that the brand management is very essential or helpful for every single
business to make a positive image in the market. The report recognized and portrayed the
different parts of marking and its significance in the advertising capacity of an organization. The

Apple creates successful marking systems to promote and advance their items or administrations.
The report additionally incorporates different components of an effective brand system for
creating and overseeing brand value, for example, Brand affiliation, Brand loyalty, Brand
awareness etc.

REFERENCES
Books and Journals
Maurya, U. K. and Mishra, P., 2017. Brand Orientation in SMEs: Towards A Conceptual
Framework. Small Enterprises Development, Management & Extension (Sedme)
Journal. 41(4).
Apostolopoulou, A., 2015. Applying the brand equity in sport model. Routledge Handbook of
Theory in Sport Management. p.245.
Viktoria Rampl, L. and Kenning, P., 2014. Employer brand trust and affect: linking brand
personality to employer brand attractiveness. European Journal of Marketing. 48(1/2).
pp.218-236.
Keller, K. L., 2014. Designing and implementing brand architecture strategies. Journal of brand
management. 21(9). pp.702-715.
Buil, I., Martínez, E. and de Chernatony, L., 2013. The influence of brand equity on consumer
responses. Journal of consumer marketing. 30(1). pp.62-74.
Ross, S. M. and Hajjat, F., 2016. Brand to Brand: Consumer Evaluations of Spillover Effects in
Interbrand Communications. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 681-681). Springer, Cham.
Christodoulides, G., Cadogan, J. W. and Veloutsou, C., 2015. Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing
Review.32(3/4). pp.307-328.
Mosley, R. W., 2014. Employer brand management. The Definitive Book of Branding. Thousand
Oaks, CA: Sage. pp.217-240.
Lin, Y. H., 2015. Innovative brand experience's influence on brand equity and brand
satisfaction. Journal of Business Research. 68(11). pp.2254-2259.
Mills, A. J., Botha, E. and Campbell, C., 2015. Managing the New Media: Tools for Brand
Management in Social Media. InThe Sustainable Global Marketplace (pp. 397-397).
Springer, Cham.