Brand Management: Strategies for Building and Managing Brands

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
UNDERSTANDING OF HOW A BRAND IS BUILT AND MANAGED OVER TIME............3
Understanding the importance of branding as a marketing tool..................................................3
Key components of a successful brand strategy..........................................................................5
BRANDS ORGANISED IN PORTFOLIOS AND HOW BRAND HIERARCHIES ARE BUILT
AND MANAGED...........................................................................................................................6
BRAND LEVERAGED/EXTENDED OVER TIME DOMESTICALLY AND
INTERNATIONALLY....................................................................................................................7
Brand extension and leverage......................................................................................................7
Brand extension approaches and strategies.................................................................................8
‘Fit and leverage’ in brand extensions.........................................................................................9
Different ways that brands can be reinforced and revitalised......................................................9
Brand collaboration...................................................................................................................10
TECHNIQUES FOR MEASURING AND MANAGING BRAND VALUE OVER TIME........10
Measuring and managing brand value.......................................................................................10
Brand equity audit and management and brand tracking techniques........................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is a considerable aspect that is almost followed by all the organisation which
is regarded to be one of the finest techniques that is incorporated in many organisations. It is
important to analyse the value of product every now and then such that the brand that it has
become will be one of the most prominent aspect in the entire operational process. Upon
exceptionally maintaining the brand value of the organisation the entire workforce will get to
incorporate the aspects of comprehensive understanding that is required to applied strategies that
are necessary for the target market (Paul, 2019). When brand management is carry forwarded in
a perfect manner then there is a chance of price hike in the products that are being manufactured
by the organisation. An effective brand management or brand planning is important to overcome
the aspects that are pertaining in the competitive world. The overall vision of the company will
get incorporated by the measures that are applied on brand management. The brand equity will
therefore be determined by managing a proper brand. It is a well-known fact that when an
organisation manages its brand and function in a proper manner then there is a prospect of
growth trajectory to reach the target level. The percent value of product will be increased by the
techniques that are applied by the organisation on to the management. The entire report deals
with brand management and the strategies that are applicable for every Organisation in order to
deal with uplifting their brands. It is not until when a company focuses upon how far it can be
able to treasure the onset of brand management that it can attend growth. The company that is
chosen in this regard is Cadbury. The company Cadbury is a British multinational organisation
that is mostly known for producing chocolates. this company was fully owned by Mondelez
international from the year 2010. It is the largest chocolate manufacturer with a confectionery
brand that is being maintained from over. It has a wide product base and manufactures different
category of products with the best known to be Dairy Milk chocolate. The entire report deals
with brand management of the organisation Cadbury and the strategies that are employed upon.
UNDERSTANDING OF HOW A BRAND IS BUILT AND MANAGED
OVER TIME
Understanding the importance of branding as a marketing tool
Branding is considered to be an important aspect of every Organisation (Veloutsou. and
Guzman, 2017). In other words brand is considered to be foundation of an organisation upon
which the company makes many profits. This is clearly understood by all the organisations then

they will not be able to misuse the prospect of branding. It is important to identify the choices
that are to be incorporated in the branding such that every organisation will work on multiple
ways to enhance it. The first and the foremost point of consideration for every organisation is to
identify the areas that is to be word on such that branding will therefore be incorporated in the
organisation. After achieving a mark of best brand management the organisation can involve into
measures to promote the brand. There are many small organisations that are arising with the
formula into the market and most of the organisations do not follow the branding pattern which
is one of the effective means towards growth. Success cannot be achieved in a single step and
therefore it is a multiple steps that are to be taken by the organisation in employing the measures
that are essential for it to go with the framework and the one in this includes branding (Bilanand
et.al, 2019). Brand is something like an identity through which the organisation gets identified by
its customers. It is necessary that the presence of every organisation will have to be known to the
society and that is when the company has reached the prospect of success. The competitive world
is completely taken off by different organisations that are pretending to maintain their status in
the market. The patterning competition in the market gives rise to different choices that are to be
adopted by organisation such that they get identified by customers and will become
irreplaceable.
Fig.1. Integrity of a brand. Source: Shukri (2013).

When an organisation focuses upon its brand and maintains it perfectly then in the crowd of
different organisations the company can stand as one of the Unique one that is believe to be
superior in brand management. Branding and marketing goes hand in hand with regard to an
organisation. When a company is completely developed with regards to branding aspect than the
brand defines the organisational perspective. When this is on one hand the marketing when
added to branding will bring forth the way to convert to people. When an organisation derive
reputation with the use of branding then marketing will lead sales to the company. The loyalty
that is being derived from brand will therefore make people familiar about the organisation with
regards to marketing promotional activities that are being incorporated by the organisation
(Ramírez and et.al, 2019). There are different customer service as that marketing deals with and
therefore the branding will be and identity to it. An organisation when work done brand
management will be able to incorporate emotional connections with the society (Veloutsou and
Delgado-Ballester, 2018). When people are more connected to the organisation than the first
choice will therefore be the company. The company that is stored in the regards is Cadbury
which is known to be one of the most familiar brand with that delicious product management that
has lead many of its customers to get attach to the company. The loyal relation that are
maintained by the organisation with regard to the society made Cadbury one of the most identify
the brand all over the globe. The marketing techniques used by the organisation Cadbury is
mostly the advertisements with the theme that will bring for the brand towards customers. It is
easily identified by customers with regard to marketing and therefore the customer base to this
organisation is said to be immense.

Fig.2. What makes a brand? Source: Shukri (2013)
Key components of a successful brand strategy
When an organisation defines its brand strategy then it is important to incorporate few elements
in order to describe the importance that it plays in maintaining brand equity. In order to
determine the brand equity with regard to brand strategy that are being employed in the
organisation then the key aspects are the key components will therefore be included which are as
follows:
Public relations: public relations are an important criteria that is required in order to increase the
reputation of management. A proper leadership is required in the organisation in order to move
ahead analysing the aspects of public relations management. There are different types of content
that are to be included in order to deal with public. The most important business goals revolves
around the key performance metrics that play on essential lead role in defining the targets of the
organisation that are built in regard to maintaining public relations. When the aspects that are
pertaining in the society are understood by the organisation then they can identify the facts or the
part that is necessary for the society to get incorporated or get influenced by the organisational