Employee Perspectives on Brand Identity in Banking

This assignment examines employee perspectives on brand identity management and corporate social responsibility within the banking sector. It delves into how employees view these concepts and their impact on job satisfaction, organizational commitment, and intention to stay within the industry.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 : Importance of branding...................................................................................................1
P.1 Definition of Brand...............................................................................................................1
Branding as an important marketing tool ...................................................................................3
Meaning of Brand equity............................................................................................................4
P.2 Key component of a successful brand strategy ....................................................................4
How Brands developed and manage over time...........................................................................5
Challenges in Developing a Brand .............................................................................................6
Development of Brand equity – CBBE Model ..........................................................................6
TASK 2 : Portfolio and Brand Hierarchies .....................................................................................7
P3 Portfolio management, brand hierarchy and equity management.........................................7
P4 Brand managed collaboration..............................................................................................10
P5 Various kinds of techniques is help to measure and manage the brand value.....................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Brand management is an important technique which refers to planning and analysing
brand perception in the market. Brand management focus on creating a good relation within
targeted market as well as with customers. Present report is in context to BMW and Mercedes
which are leading companies in auto-mobile industry. The study will analyse how BMW
collaborated with Mercedes to increase its brand equity in the market. The report will identify
various significance of branding as a marketing tool; it will also determine major components of
brand strategies utilised or developing and maintaining brand value or image. The assignment
will also analyse various strategies related to portfolio management, brand hierarchy and brand
equity. Furthermore, different methods for monitoring brand value will also be included in this
report. The various factors that helps a brand to manage partnership at global and domestic level.
TASK 1: Importance of branding
P.1 Definition of Brand
A brand is a unique mark, logo, symbol sentence, word or name that an organisation uses
in order to differentiate their products or services from other companies or rivals in the market.
The combination of a single or more of these unique elements can be used for creating a brand
identity. The brand name is a private asset and is protected with a trademark or copyright in
order to avoid duplication. A brand is a very important and valuable element for each and every
company; it is developed as a public image and products of the company are recognized and
known by the brand name within the market.
Role of Marketing in building Brand Equity
 Brand Evaluation – Branding helps to identify a target market or regions, research and
studies are additional steps used for understanding culture, beliefs etc related to the
targeted customers. It also assists in understanding the needs and demands of customers
within the market. Every organization or company focus on developing products that
could meet the needs of their customers. For example – BMW and Mercedes bring
innovative cars with the latest designs to attract customers who are interested in new and
impressive cars. There is a belief that advertising and branding are similar functions
which is not true. However, both the concepts are highly interdependent; advertising
refers to developing demands of a product in the market whereas branding refers to
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establishing a product as a first a name that comes in the mind of customers while making
a thought of buying a product (Urde, 2016).
 Brand Objective – Almost each and every organization understands the importance of
branding as a marketing tool and different specialists and professionals, who are experts
in brand management and development focuses on performing various activities as
mentioned below -
1. Linking customers emotionally by understanding their psychological needs and wants
2. Creating an impressive customer base
3. Building credibility for a product or service
Branding is a beneficial technique used by a company such as BMW or Mercedes in significant
functions of businesses such as Marketing of products and services. There are various
components of branding such as -
1. Brand Icon
2. Brand Colour
3. Brand Sound
4. Packaging of the Brand
5. Slogan and Brand Message
6. Name of the Brand
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llustration 1: BMW Branding
(Source: BMW Design, 2016)

Branding as an important marketing tool
Branding in a critical element of the marketing function of any service or product. There
are various competitors or rivals of a particular product within a marketplace as per today's
scenario. In order to differentiate a product or service, the companies need to develop effective
marketing strategies with involving branding. The organisation in the marketplace identifies that
branding is very significant as a marketing tool and can be used in promotion of the products or
services. As branding helps to create and develop an image of the products in the minds of
people while they think of purchasing a product (Fernández and et.al, 2017).
Purpose or role of branding as a marketing tool
Each association or business needs to build up a constructive picture inside the market or
on individuals, marketing is an essential capacity performed for accomplishing this goal.
However, showcasing just spotlight on separating an item from the adversaries yet the
association needs something more to build up a picture of an item or the business. This is a
reason Branding advanced as a showcasing instrument for different associations.
The different advantages of marking inside the promoting capacity are as depicted beneath -
 Assist to be remembered– The clients cannot recall or review about what an
organization managed with no one of a kind component or component. The associations
need to ensure that the clients will know and remember them by utilizing their item or
administrations even once.
 Expanding popularity – Every business or organization needs that the general
population who have not utilized the administrations or items likewise think about them.
At the point when the general population see their promotions on hoardings, hear on
radio or watch their advertisements on TV or other media, they begin perceiving their
image characters and when individuals requires or needs the administrations or items they
will be pulled in to the association (Ertimur and Coskuner-Balli, 2015).
 Support in achieving customer loyalty – In it is demonstrated truth that individuals builds
up a solid or profitable associations with mark personalities. Each client needs a quality
product or management which can be trusted. The general population will recall an
organization or association in the event that it offers quality administrations and items
and also has an awesome brand personality. Notwithstanding this the clients will likewise
them to their family and companions.
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A considerable lot of the individual accept that marking is much the same as situating
however this presumption isn't right, The fundamental variety among them is situating is a liquid
idea. In straightforward words an association or product can position themselves at various
circumstances in different commercial centers as various things. Marking is an in-your-face
acknowledgement factor and isn't adaptable yet have an extraordinary significance in making a
constructive picture in the market or psyches of individuals (Du Pree and Bendixen, 2015)
Meaning of Brand equity
Brand Equity and brand value are the two term which help to measure the brand worth in
the market. Brand value refer to the financial position and assets which company records in its
balance sheet. Besides brand equity refers to the company image in front of their customers in
the market. This brand value is determined by customer experiences, feedbacks or perception
with the brand. It simply means if the people has a good perception or experience with a brand,
the brand's value is high and when the customers are dissatisfied or had a bad experience with
the products or services of provided by the brand, the brands value is low. Good or positive
brand equity has various values which are very beneficial for a company. For example – BMW is
a popular and leading auto-mobile company and the brand has achieved fame all over the world
in its mechanical engineering. The company effectively focus on its brand equity, it attracts and
satisfy its customers by providing high quality products. The BMW cars are impressive in
design, performance and innovation. The company introduces new models continuously in the
market.
Brand equity is marketing means brand value in market and help to increase the number
in market. It is value of brand is focus on hold and proceed by the brand and valuation of brand
in market of BMW. In this context brand equity is provided benefit to the company and help to
effective form the customer in market. In brand equity is focus on Consumer representation,
positive or supportive effect of the marque equity and the subtenant value. The user perception is
enormously based on the knowledge and content of the company as well as the client about the
commodity or services in market (Dinnie, 2015).
P.2 Key component of a successful brand strategy
In work place organisation is to be focus on the important factor to alteration the level of
execution in marketplace. Both organisation is work is more effective manner and increase the
growth rate in market. In this way organizations is focus on successful brand strategies for future
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growth and managing internal and external analyze of working condition. In this context some
key components in successful brand strategy are as follows :-
7. Public relation :- A strong public relation program is help to increase the public relation
and reputation in market. It this context leadership promotion, corporate news and varsity
of types of contents. It is help to boost economic environment and generate a new sale in
marketing. Public relation is the best strategy for future development in BMW and
MERCEDES organisation. Establishing concern content, key execution metrics and
intelligibly characterized target gathering is the first step in structure your in the public
eye social relation plan of action (Dessart and et.al 2015).
8. Target audience :- It is one of the most important part in organisation to help in target
audience in market place. In this context target audience means organisation is focus on
particular audience or particular age group person in market. BMW and MERCEDES
organisation is to be focus on particular audience and particular age group person.
9. Brand promise :- In brand promise is spoken to target audience and tell about what they
expatiating form products in market. In brand promise message is help to promote new
activity and increase the number of customer in market.
10. Brand perception :- In this context organisation is focus on perception of brand what is
past and what it is now and what will you be in future market ?. All such kind of question
is to be inculcated in brand perception. One way to do this is to study your actual custom-
made to find out what they advisement of your brand name. Do your reference point
custom-made know your brand name? What do they think of you? Etc. it is help to
increase the number of customer and make new changes in market.
How Brands developed and manage over time
Brand reinforcement
Brand reinforcement refers to a human action associated with getting those devour who
have tried a peculiar brand to change state repeat influence along with pulling in new users. It is
a key objective of the development stage of the product's life cycle in impermanent state of
affairs.
Brand revitalization
The merchandising plan of action employed when a brand has reached maturity and
profits begin to decline. A brand revitalization program involves conceptualization to reclaim
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lost approach of brand interest. Plan of attack to revitalization may see one or all of market
expansion, merchandise adjustment or brand military position. A few examples of great social
media customer focus that has created value for companies across industries.
Challenges in Developing a Brand
BMW & MERCEDES
Expensive – The BMW group operate its business almost in every country in the world, in
order to promote its brand it takes a lot of investment. So the company focus less on its
advertisement. Mercedes uses a lot advertisement techniques such as tv ads, which cause a lot
of investment for the company (Burmann and et.al,2017).
Barriers in entry – Both brands focus on premium customers or high class customers as their
cars are costly, therefore it is a barrier for these brands in entering the middle level or lower
level customers market.
Brand Awareness – Another major barrier is to spread awareness among the customers, BMW
and Mercedes both are offering quality ant luxury vehicles in the market but they lack in
promoting there specialties. It develops a difficulty for customers in differentiating there
products from the other substitutes in the market.
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Development of Brand equity – CBBE Model
Level of developing brand equity( CBBE Model)
1. Brand Identity
2. Brand Meaning
3. Brand Response
4. Brand Resonance
TASK 2 : Portfolio and Brand Hierarchies
P3 Portfolio management, brand hierarchy and equity management
Portfolio strategy for BMW
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Illustration 2: CBBE Model for BMW

There are some brands' portfolio management, which is used by BMW organisation and
marketing strategy has largely been to create touch points like professional golf tournaments,
wine tasting sessions and events with fashion designers. Last year they organised an Experience
Drive in Gurgaon which brought in international trainers with a live performance by the
Australian Raw BANG. In this way focus on connection with powerful corporate brand. It is
inculcated skills, people, value, citizenship and performance. All such factor is an asset of a
successful organisation and manage internal and external value in market. Five portfolio strategy
variations along what has been referred to as the brand relationship spectrum help firms structure
and organize their brand suffering in a way that best meets market conditions and company
goals. Portfolio management of BMW is very attractive and innovative style which company
adopts to make higher share and profit for the company. Like BMW main aim is to provide
luxurious services and satisfied customer service. BMW investment is plays very major role in
terms of business development. Along with that, Mercedes is known for its superior model and
features of the four wheeler (Buil, Martínez and Matute, 2016).
 Brand house strategies :- Under the branded house strategy, the corporate master brand
acts as the single unifying banner, source of reputation, and federating force for all
merchandise and company offerings in the set. All offering in the unbranded house carry
only the steadfast umbrella brand, often with a form to clarify models or random variable.
BMW supply a classical example in the BMW 3-series, BMW 5-series, BMW 7-series,
and BMW Z3 models.
 The BMW brand architecture can be considered as a hybrid edifice consisting of a
collection of massive and free-standing models. The massive model is represented in
BMW, which is the name of the firm, the Master brand and the main army unit that has
its own commodity and employment.
Strategies for Portfolio management
 Top-down Approach: In this approach, managers observe the market as a whole and
decide about the industries and sectors that are expected to perform well in the ongoing
economic cycle.
 Bottom-up: In this approach, the market conditions and expected trends are ignored and
the evaluations of the companies are based on the strength of their product pipeline,
financial statements.
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 Passive Portfolio Management Strategy :Passive asset management relies on the fact
that markets are efficient Efficient market theory: This theory relies on the fact that the information that affects
the markets is immediately available and processed by all investors (Brexendorf and et.al
2014).
Brand Hierarchy for BMW
 Expensive brand :- In family brand is focus on when the products are given the same
brand name in market. In this way, this brand is set the target market and focus on only
such kind of market. On the other hand such kind of brand is focus on only higher upper
class family background people.
 Comparative research methods are research studies that inspect consumer attitudes and
behaviour toward a brand to directly estimate the reimbursement arising from having a
high level of awareness and unique brand associations.
 Some changes in overall development in both the organizations like BMW and
MERCEDES. As cage matches automotive-style go, null is better than this. These
wickedly competitors and immensely gainful brands all want to wear the Crown owned
by BMW for nearly a decade.
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Ill
ustration 3: BMW Brand Hierarchy
(Source: BMW Brand hierarchy, 2017)

P4 Brand managed collaboration
BMW and Mercedes are proceeding to take at joint undertakings, CAR can uncover. The
two premium brands figure cooperating may very well fight off the danger of the credit crunch,
crumbling auto deals in key markets and the vulnerability wobbling the plain establishments of
the engine business. Be that as it may, the BMW-Mercedes coordinated effort is demonstrating
troublesome, as indicated by officials in Germany reached via CAR. Perhaps it's what many
years of instilled contention does to you. Or on the other hand a blend of limitation,
obliviousness and stubbornness. Maybe a mix of the above.
Furthermore, in the event that they can't settle an arrangement, BMW is probably going
to jump into bed with an opponent producer. Chats with the Fiat assemble are at a propelled
state, as well (a greater amount of which later).
What BMW and Mercedes are chipping away at
BMW and Merc are thinking that its exceptionally hard to concede to even the littlest shared
factors. Like motors – be it the new V12 or the new little petroleum encouraged four. A typical
V12 searched for some time like a done arrangement. Furthermore, in light of current
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Ill
ustration 4: Brand Hierarchy for BMW
(Source: BMW Brand hierarchy, 2017)

circumstances: the two brands need it, Rolls-Royce and Maybach require it, and together they
could without much of a stretch manage the cost of it (Bravo and et.al 2017).
The reason behind success of collaboration or partnership
The main reason BMW and Mercedes are working together is a homegrown rival such as
VW, Audi, Porsche etc which are developing more V12, V10, W16, 212 engines. The main
objective of collaborating is to develop more effective engine and cars in order to gain
competitive advantages in the market. There are various other benefits they are expecting to
achieve form the partnership as described below -
 Collaboration or partnership assist in rising the brand's image and also raise the consumer
awareness with a advance reach.
 The strategies related to brand collaboration or partnership helps each company to
explore a new or unfamiliar market by joining the other company that is familiar with a
particular area or market.
 Partnership or Collaboration assist a brand to aid or re-energize a specific brand as they
get an assistance of another brand which is acknowledged by people and has a positive
brand image.
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P5 Various kinds of techniques is help to measure and manage the brand value
Brand measurement techniques is most important part in organisation. It is help to
manage internal and external value in organisation and manage working environment. To
measurement is help to identify the growth level in market. It is most important factor and
measurement execution level in market. The luxury auto-mobile maker that has established a
mark for itself in the luxury car segment with its high performance cars. BMW is a powerful
brand that is truly experienced by car lovers all over the world as a symbol of performance,
power and luxury, all combined into its power packed machines that are treat to watch, drive,
and possess. That's why, it is truly known as the Ultimate driving Machine.
Techniques to manage brand value
Direct traffic tracking :- In BMW and MERCEDES organisation is to be focus on number of
visitor come on your website and like bookmark. BMW's tighter feel and enhanced
responsiveness gave drivers the sense they were in complete control, something no other brand
of automobile offered. This handling advantage was greatly appreciated by sports car
aficionados and car enthusiasts (Borkovsky and et.al, 2017).
Branded keyword tracking :- In this process is regularity tracking branded and focus to
impact on measurement the level of execution in market. This method of measurement
techniques is quick, inexpensive and painless and help to identify the marketing gain.
Branded tweet tracking :- In branded tweet tracking is focus on monitoring the trends on
branded tweets. In this context focus on good measuring the brand performance is help to
awareness about the organizations' growth and market understand. It is to be focus on brand
tweets and competitive brand tweets in market
Convergent literal thinking :- Convergent thinking is often used in conjunction with divergent
thinking. Lateral thinking is solving problems through an indirect and creative approach, using
reasoning that is not immediately obvious and involving ideas that may not be obtainable by
using only traditional step-by-step logic.
Balance argument :- If a newspaper or magazine article is counterpoised, it implementation
that it does not take sides and it reckons both points of view in a statement or state of affairs
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every bit.
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Brand measurement technique
Website Traffic - With help of site movement any association can recognize about the
notoriety of its product and administrations on the web. With help of quantities of clients on the
web who investigates the websites' day by day, association can without much of a stretch
distinguish that what number of clients loves organization's product and administrations.
According to the exploration it has been discovered that BMW and Mercedes have abnormal
state of activity on the web in light of the fact that a million of clients day by day
Review or Survey - This is a standout among other powerful system to quantify the brand and
its prominence in the market. In this strategy association directs the study of client with a
specific end goal to recognize the taste, client inclinations, decisions, their criticism and audit
with regard to product and administrations. With help of this technique, association effectively
recognize about the client input and their survey on the product and administrations. BMW and
Mercedes both utilized this strategy for measure the brand an incentive in the market.
According to the study it has been discovered that the two organizations have great audit about
its products and management as contrast with the other association (Abrahams, 2016).
Social tuning in - On the electronic person to person communication affiliation can without a
lot of a stretch perceive the customer review and contribution about thing and organizations.
Electronic long range informal communication is one of the phase that serves to relationship in
perceiving the about the omnipresence of brand in the market. On the few channels of the
internet organizing like Facebook, twitter, instagram, customer can saw the thing and benefits
and can comment on it. By investigating the comments of customer on the internet organizing
about the thing and organizations, affiliation can separate the execution of business in the
market. This technique serves to relationship in separating the brand and its quality in the
market.
CONCLUSION
This examination inferred that brand management is each imperative or useful for every
single association to make a market picture. The task and portrayed the different parts of marking
and its significance in the advertising capacity of an organization. The BMW creates powerful
marking procedures to advertise and advance their items or administrations. The report likewise
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incorporates different components of an effective brand system to create and oversee mark value,
for example, Brand affiliation, Brand loyalty, Brand awareness and so forth. The investigation
additionally recognized and portrayed the distinctive procedures of portfolio management with
setting to the BMW. Besides, the report likewise incorporates a concise portrayal of the
cooperation between the BMW and Mercedes at local and universal level. The different sorts of
techniques for estimating the brand esteem, for example, Online movement, number of clients,
Quality of items and so on are likewise depicted in the above report.
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REFERENCES
Books and Journals
Abrahams, D., 2016. Brand risk: adding risk literacy to brand management. CRC Press.
Borkovsky, R.N and et.al 2017. Measuring and understanding brand value in a dynamic model of
brand management. Marketing Science. 36(4). pp.471-499.
Bravo, R and et.al 2017. Brand Identity Management and Corporate Social Responsibility: an
analysis from employees’ perspective in the banking sector. Journal of Business
Economics and Management. 18(2). pp.241-257.
Brexendorf, T.O and et.al 2014. Future challenges and opportunities in brand management: An
introduction to a commemorative special issue.
Buil, I., Martínez, E. and Matute, J., 2016. From internal brand management to organizational
citizenship behaviours: Evidence from frontline employees in the hotel industry. Tourism
Management. 57. pp.256-271.
Burmann, C and et.al 2017. International Identity-Based Brand Management. In Identity-Based
Brand Management (pp. 291-312). Springer Fachmedien Wiesbaden.
Dessart, L and et.al 2015. Consumer engagement in online brand communities: a social media
perspective. Journal of Product & Brand Management. 24(1). pp.28-42.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand management on employee
job satisfaction, brand commitment and intention to stay. International Journal of Bank
Marketing. 33(1). pp.78-91.
Ertimur, B. and Coskuner-Balli, G., 2015. Navigating the institutional logics of markets:
Implications for strategic brand management. Journal of Marketing. 79(2). pp.40-61.
Fernández-Blanco, E and et.al 2017. New Brand Management Scenarios on the Spanish
Market. Cultura, Lenguaje y Representación/Culture, Language and Representation. 18.
pp.67-81.
Urde, M., 2016. The brand core and its management over time. Journal of product & brand
management. 25(1). pp.26-42
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BMW Brand hierarchy, 2017. [Online]. Available
through:<http://www.academia.edu/5334881/Brand_Hierarchy_BMW_GROUP>
BMW Design, 2016. [Online]. Available
through:<http://f30.bimmerpost.com/forums/showthread.php?t=817521>
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