Brand Management: Building, Managing, and Leveraging Brand Value
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This comprehensive assignment delves into the multifaceted world of brand management, exploring key concepts such as brand equity, brand portfolio strategy, brand extension, and brand value measurement. Through case studies of prominent companies like Procter & Gamble, Gillette, and Head & Shoulders, the assignment provides practical insights into how brands are built, managed, and leveraged for success. It examines various techniques for strengthening brand equity, managing brand portfolios, extending brand reach, and assessing brand value. The assignment also highlights the importance of brand collaboration and the benefits of strategic partnerships. By analyzing real-world examples and applying theoretical frameworks, this assignment offers a valuable understanding of the principles and practices of effective brand management.
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Table of Contents
INTRODUCTION..................................................................................................................................... 4
TASK 1 BUILDING AND MANAGING BRAND OVER TIME........................................................................5
TASK 2 BRAND PORTFOLIO AND HIERARCHY MANAGEMENT.............................................................10
TASK 3 BRAND EXTENSION AND LEVERAGE.........................................................................................16
TASK 4 MEASURING AND MANAGING BRAND VALUE.........................................................................24
CONCLUSION.......................................................................................................................................28
REFERENCES........................................................................................................................................ 29
2
INTRODUCTION..................................................................................................................................... 4
TASK 1 BUILDING AND MANAGING BRAND OVER TIME........................................................................5
TASK 2 BRAND PORTFOLIO AND HIERARCHY MANAGEMENT.............................................................10
TASK 3 BRAND EXTENSION AND LEVERAGE.........................................................................................16
TASK 4 MEASURING AND MANAGING BRAND VALUE.........................................................................24
CONCLUSION.......................................................................................................................................28
REFERENCES........................................................................................................................................ 29
2
LIST OF FIGURES
Figure 1: The Customer-Based Brand Equity Model, Keller..................................................................6
Figure 2: Brand Reinforcement............................................................................................................. 7
Figure 3: Brand Revitalization..............................................................................................................8
Figure 4: Brand Management Hierarchy of P&G...............................................................................12
Figure 5: Mr Clean............................................................................................................................... 14
Figure 6: Razors and Blades................................................................................................................ 18
Figure 7: Pre-shave product range of Gillette....................................................................................20
3
Figure 1: The Customer-Based Brand Equity Model, Keller..................................................................6
Figure 2: Brand Reinforcement............................................................................................................. 7
Figure 3: Brand Revitalization..............................................................................................................8
Figure 4: Brand Management Hierarchy of P&G...............................................................................12
Figure 5: Mr Clean............................................................................................................................... 14
Figure 6: Razors and Blades................................................................................................................ 18
Figure 7: Pre-shave product range of Gillette....................................................................................20
3
INTRODUCTION
A brand is becoming one of the distinctive factors for both the customers and the
organization. It is also becoming a powerful means for recognizing and distinguishing a
brand from the several brands existent in the contemporary competitive scenario. The
brand is also becoming a property or an asset for which right to use is available with the
owner only. This assignment is focused on the brand management, where how a brand is
created and managed will be depicted over a time. In the first task, an overview of the
brand as well as brand equity will be shown in form of an article along with strategies for
strengthening the brand equity, extension etc. This article is concluded with the significance
of branding used as a branding tool. Next task is discussed in form of a report based on an
organization where brand portfolio strategies are analysed, brand hierarchy management is
illustrated, and an analysis of the strategies & management of brand equity is shown in the
organizational portfolio. In the next task, a brand is selected and a critical evaluation of how
the chosen brand strengths could be leveraged, its weaknesses with feasible suggestions,
and collaborative agreements for the brand undertaken. In the last task, an evaluation is
made on the different techniques of assessing and managing brand value, awareness, its
market share, attitudes of consumers, and their buying intentions.
4
A brand is becoming one of the distinctive factors for both the customers and the
organization. It is also becoming a powerful means for recognizing and distinguishing a
brand from the several brands existent in the contemporary competitive scenario. The
brand is also becoming a property or an asset for which right to use is available with the
owner only. This assignment is focused on the brand management, where how a brand is
created and managed will be depicted over a time. In the first task, an overview of the
brand as well as brand equity will be shown in form of an article along with strategies for
strengthening the brand equity, extension etc. This article is concluded with the significance
of branding used as a branding tool. Next task is discussed in form of a report based on an
organization where brand portfolio strategies are analysed, brand hierarchy management is
illustrated, and an analysis of the strategies & management of brand equity is shown in the
organizational portfolio. In the next task, a brand is selected and a critical evaluation of how
the chosen brand strengths could be leveraged, its weaknesses with feasible suggestions,
and collaborative agreements for the brand undertaken. In the last task, an evaluation is
made on the different techniques of assessing and managing brand value, awareness, its
market share, attitudes of consumers, and their buying intentions.
4
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TASK 1 BUILDING AND MANAGING BRAND OVER TIME
BRAND IS POWER
A brand is the identification of a mark, symbol, logo, word, sentence or/and word which is
used by companies for differentiating their products or service from others. The
combination of any one and/or more than one of all these elements could be used for
creating a Brand Identity. A brand is referred to as the company's utmost valued asset. The
brand represents the company's face, the identified logo, a mark or a logo which public
connects with the specific company. Sometimes, the company may be referred to by a
brand and they together become the same.
Brand equity is an additional value which a consumer associates with the brand which is
unique from the rest of the brands present in the market. In different words, brand equity
refers to the customer perception, awareness, and loyalty for a brand. For instance,
additional value paid my customer for Lay’s against any other local chips brand in the
market.
Before settling on a brand to be depicted as a public image, a company needs to first
determine the brand identity or the way the company wants to make it viewed by its
customers. For instance, a company's logo consists of a slogan, message or product which is
offered by the company e.g. logo of Coco-Cola. The main concern is to make a brand
appealing and memorable for the consumer. The visual aspect of a brand is consulted by a
design team or design firm for creating a logo or symbol. A successful brand is what the
company wants to portray to customers and serves in form of brand awareness. When a
brand creates positive opinions among the targeted audience then the company is
considered as if it has built brand equity. Some illustrations of the companies having brand
equity with recognizable brand products are Facebook, Coca-Cola, Apple, Ferrari and
Microsoft.
5
BRAND IS POWER
A brand is the identification of a mark, symbol, logo, word, sentence or/and word which is
used by companies for differentiating their products or service from others. The
combination of any one and/or more than one of all these elements could be used for
creating a Brand Identity. A brand is referred to as the company's utmost valued asset. The
brand represents the company's face, the identified logo, a mark or a logo which public
connects with the specific company. Sometimes, the company may be referred to by a
brand and they together become the same.
Brand equity is an additional value which a consumer associates with the brand which is
unique from the rest of the brands present in the market. In different words, brand equity
refers to the customer perception, awareness, and loyalty for a brand. For instance,
additional value paid my customer for Lay’s against any other local chips brand in the
market.
Before settling on a brand to be depicted as a public image, a company needs to first
determine the brand identity or the way the company wants to make it viewed by its
customers. For instance, a company's logo consists of a slogan, message or product which is
offered by the company e.g. logo of Coco-Cola. The main concern is to make a brand
appealing and memorable for the consumer. The visual aspect of a brand is consulted by a
design team or design firm for creating a logo or symbol. A successful brand is what the
company wants to portray to customers and serves in form of brand awareness. When a
brand creates positive opinions among the targeted audience then the company is
considered as if it has built brand equity. Some illustrations of the companies having brand
equity with recognizable brand products are Facebook, Coca-Cola, Apple, Ferrari and
Microsoft.
5
The role of the marketing and its team is very significant while building a brand. The main
role of the marketing department is to promote the company and its mission. The marketing
department is represented as the face of the company, which coordinates as well as
produces all the materials that represent the business. It is the marketing department's role
to reach the audience, customers, community and/or investors while building a supreme
image which represents the company towards a positive light.
Being in the role of a manager in the marketing department of the ‘Optimum Impression
Ltd’, for strengthening the brand equity of the company there are several strategies which
could be adopted and suggested. One of the ways is to use the Customer-based Brand
Equity Model i.e. CBBE which is based on four questions as given in figure 1. The order is
considered as a Branding Ladder namely brand identity, brand meaning, brand responses
and brand relationship. A successful brand is the one which applies all the six mentioned
blocks of brand building which are assembled in form of a pyramid for reaching the top and
have strong brand equity.
Figure 1: The Customer-Based Brand Equity Model, Keller
Source: Sabern, 2018
The Salience helps to measure the brand awareness among the customer and it prescribes
how and at what time a brand is reminded in the mind of a customer. The Performance has
a relation with the satisfaction of the initial needs of customers, durability, price, reliability
etc. The Imagery is related with the satisfaction of the consumer’s psychological desires like
heritage, values, personality, experiences etc. The Judgements have focused on the buyer's
opinion centred on imaginary, performance and credibility. Feelings are related to the
emotional reactions of the customer’s (exciting, fun, Secure, warm etc.) for a brand.
Resonance describes the attachment & loyalty of the customer, and hence a commitment to
a specific brand.
6
role of the marketing department is to promote the company and its mission. The marketing
department is represented as the face of the company, which coordinates as well as
produces all the materials that represent the business. It is the marketing department's role
to reach the audience, customers, community and/or investors while building a supreme
image which represents the company towards a positive light.
Being in the role of a manager in the marketing department of the ‘Optimum Impression
Ltd’, for strengthening the brand equity of the company there are several strategies which
could be adopted and suggested. One of the ways is to use the Customer-based Brand
Equity Model i.e. CBBE which is based on four questions as given in figure 1. The order is
considered as a Branding Ladder namely brand identity, brand meaning, brand responses
and brand relationship. A successful brand is the one which applies all the six mentioned
blocks of brand building which are assembled in form of a pyramid for reaching the top and
have strong brand equity.
Figure 1: The Customer-Based Brand Equity Model, Keller
Source: Sabern, 2018
The Salience helps to measure the brand awareness among the customer and it prescribes
how and at what time a brand is reminded in the mind of a customer. The Performance has
a relation with the satisfaction of the initial needs of customers, durability, price, reliability
etc. The Imagery is related with the satisfaction of the consumer’s psychological desires like
heritage, values, personality, experiences etc. The Judgements have focused on the buyer's
opinion centred on imaginary, performance and credibility. Feelings are related to the
emotional reactions of the customer’s (exciting, fun, Secure, warm etc.) for a brand.
Resonance describes the attachment & loyalty of the customer, and hence a commitment to
a specific brand.
6
For successfully managing brand equity it is necessary to reinforce or revitalize the brands.
Brand equity could be reinforced by various marketing activities which frequently deliver
the connotation of the brand to its customers in relation to what product is being
represented by the brand like what core advantages it delivers or what consumer desires it
satisfies and how brand could make this product more superior and which unique, strong,
and favourable attachments are existent in the consumer’s mind.
Figure 2: Brand Reinforcement
Source: Transtutors, 2018
It is generally seen that brands are reinforced through marketing programs which constantly
communicates products meaning for maintaining the image and awareness of the brand.
Brand reinforcing is dependent on the involvement of the characteristics of the brand
association. The brands which have main associations like product-related qualities or/and
functional advantages, innovation in manufacturing, merchandising and product design, are
essential in improving or maintaining the product brand equity. The brands which have
primary associations with the non-product-related qualities and experiential benefits, user
relevance, imagery usage are essential in enhancing and maintaining brand equity.
The brand reinforcement could be understood the example of NIVEA which is one of the
powerful brand of Europe and has grown from skin care cream brand to skin & personal
care brand with carefully designing and implementing brand extensions which reinforces
the promise of the brand to provide ‘gentle’, ‘caring’ and ’mild’ product.
7
Brand equity could be reinforced by various marketing activities which frequently deliver
the connotation of the brand to its customers in relation to what product is being
represented by the brand like what core advantages it delivers or what consumer desires it
satisfies and how brand could make this product more superior and which unique, strong,
and favourable attachments are existent in the consumer’s mind.
Figure 2: Brand Reinforcement
Source: Transtutors, 2018
It is generally seen that brands are reinforced through marketing programs which constantly
communicates products meaning for maintaining the image and awareness of the brand.
Brand reinforcing is dependent on the involvement of the characteristics of the brand
association. The brands which have main associations like product-related qualities or/and
functional advantages, innovation in manufacturing, merchandising and product design, are
essential in improving or maintaining the product brand equity. The brands which have
primary associations with the non-product-related qualities and experiential benefits, user
relevance, imagery usage are essential in enhancing and maintaining brand equity.
The brand reinforcement could be understood the example of NIVEA which is one of the
powerful brand of Europe and has grown from skin care cream brand to skin & personal
care brand with carefully designing and implementing brand extensions which reinforces
the promise of the brand to provide ‘gentle’, ‘caring’ and ’mild’ product.
7
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Brand revitalization is needed when there is a requirement for recapturing the vanished
sources of brand equity or when new sources are established and identified for the brand
equity. For regaining the lost sources of brand equity or gaining the new sources of brand
equity Brand reinvention is needed. The brands like Volkswagen, Burberry and Fiat after
their hard times have turned back with their good brand luck.
Figure 3: Brand Revitalization
Source: Transtutors, 2018
There are a number of probable strategies available or designed for acquiring new
customers and holding the present ones. For enhancing brand equity also needs somewhat
change in the branding strategies over a time. Modifications and adjustments on the
branding strategies or programs may include consolidations of the brand, deletion of a
brand or change in name of the brand.
Branding is required for creating a positive image in the consumer’s mind. It is something
different from just a logo. The business's focus, purpose and image when combined create a
brand. Branding distinguishes a business’s focus and purposes that from others which will
make people call a company. Branding ensures customers are aware of the company's
brand. Branding also helps to gain customer loyalty as they trust the quality of a particular
brand. Branding makes the company’s products popular with the ads on radios, billboards,
television, and other media. Branding makes people pay for the image of a specific brand as
they are associated with the quality and only buy certain brands just for this reason.
When a business distinguishes itself through branding, the marketing also got capabilities to
become more profound so that little efforts are required. Developing a brand needs both
efforts and time but when it is solidified and customers have chances to identify with the
8
sources of brand equity or when new sources are established and identified for the brand
equity. For regaining the lost sources of brand equity or gaining the new sources of brand
equity Brand reinvention is needed. The brands like Volkswagen, Burberry and Fiat after
their hard times have turned back with their good brand luck.
Figure 3: Brand Revitalization
Source: Transtutors, 2018
There are a number of probable strategies available or designed for acquiring new
customers and holding the present ones. For enhancing brand equity also needs somewhat
change in the branding strategies over a time. Modifications and adjustments on the
branding strategies or programs may include consolidations of the brand, deletion of a
brand or change in name of the brand.
Branding is required for creating a positive image in the consumer’s mind. It is something
different from just a logo. The business's focus, purpose and image when combined create a
brand. Branding distinguishes a business’s focus and purposes that from others which will
make people call a company. Branding ensures customers are aware of the company's
brand. Branding also helps to gain customer loyalty as they trust the quality of a particular
brand. Branding makes the company’s products popular with the ads on radios, billboards,
television, and other media. Branding makes people pay for the image of a specific brand as
they are associated with the quality and only buy certain brands just for this reason.
When a business distinguishes itself through branding, the marketing also got capabilities to
become more profound so that little efforts are required. Developing a brand needs both
efforts and time but when it is solidified and customers have chances to identify with the
8
brand, the sales will naturally increase. The marketing need not spend much time on
planning the strategies for marketing for attracting the public.
9
planning the strategies for marketing for attracting the public.
9
TASK 2 BRAND PORTFOLIO AND HIERARCHY MANAGEMENT
EXECUTIVE SUMMARY
This report is based on the brand portfolio as well as hierarchy management of the selected
company P&G i.e. Procter & Gamble. The current scenario demands an analysis of the brand
portfolio strategy of the P&G where the P&G’s hierarchy management will be prescribed.
The strategies of the P&G are analyses with respect to brand equity management in the
P&G’s portfolio.
INTRODUCTION
Procter & Gamble Co. is an American multi-national corporation of consumer goods and
products. It is established in the year 1837 and headquartered at Cincinnati in the US. The
company has a portfolio of various personal care products, beauty care products, personal
healthcare products and other cleaning products. The company is having around 95,000
employees in 2017. P&G also has revenue of US$65.06 Billion in the year 2017.
BRAND PORTFOLIO STRATEGY
Brand portfolio is considered making decisions related to the brand strategy of a company.
These decisions could relate with the introduction or removal of a brand or sub-brands,
extension of a brand in other product categories, positioning a brand with more premium or
lower cost, entering new categories or markets and many more.
10
EXECUTIVE SUMMARY
This report is based on the brand portfolio as well as hierarchy management of the selected
company P&G i.e. Procter & Gamble. The current scenario demands an analysis of the brand
portfolio strategy of the P&G where the P&G’s hierarchy management will be prescribed.
The strategies of the P&G are analyses with respect to brand equity management in the
P&G’s portfolio.
INTRODUCTION
Procter & Gamble Co. is an American multi-national corporation of consumer goods and
products. It is established in the year 1837 and headquartered at Cincinnati in the US. The
company has a portfolio of various personal care products, beauty care products, personal
healthcare products and other cleaning products. The company is having around 95,000
employees in 2017. P&G also has revenue of US$65.06 Billion in the year 2017.
BRAND PORTFOLIO STRATEGY
Brand portfolio is considered making decisions related to the brand strategy of a company.
These decisions could relate with the introduction or removal of a brand or sub-brands,
extension of a brand in other product categories, positioning a brand with more premium or
lower cost, entering new categories or markets and many more.
10
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Brand Portfolio Strategy of P&G
The P&G main concern is to streamline its brand portfolio strategy by developing focus
towards its top brands. The company has announced a plan in the year 2014 for narrowing
the brand portfolio of the P&G, which leads the company to focus on its 60 to 70 major
brands only. The company has withdrawn its support from around 100 brands by selling a
few and shifting away resources from the rest. P&G remains consistent with this strategy or
approach. The company is managing a portfolio of about 10 category-based business units
with around 65 brands under it (P&G, 2016). All these are those categories in which P&G is
having leading positions in the market and categories where the product delivers the
performance differences which matters to consumers.
The P&G’s has adopted the core brand strategy which is focused towards the core category
products of the company, which could be executed by streamlining their product lines. The
company is making smart choices for discarding the unprofitable, commoditized, and
undifferentiated products for providing more differentiated, consumer-preferred, and extra
profitable products in the brand portfolio of the P&G (P&G, 2016).
BRAND MANAGEMENT HIERARCHY WITHIN P&G’S PORTFOLIO
While considering the brand strategy, it is observed that out of two major brand hierarchy
management strategies i.e. Branded House and House of Brands, P&G has adopted for the
House of Brands strategy.
House of Brand Strategy
House of Brand (HOB) is opposite to the Branded House strategy. In House of Brand, sub-
brands are characterised and promoted instead of corporate brand or the company. Many
of the House of Brand businesses are dealing in consumer products or are a type of holding
companies. These businesses procure brands especially the global large brands having
recognized brand equity.
Procter & Gamble Co.
The brand management hierarchy structure of the P&G involves the Global Business Units
(GBUs), Global Business Services (GBS), Corporate functions, and Selling and Market
11
The P&G main concern is to streamline its brand portfolio strategy by developing focus
towards its top brands. The company has announced a plan in the year 2014 for narrowing
the brand portfolio of the P&G, which leads the company to focus on its 60 to 70 major
brands only. The company has withdrawn its support from around 100 brands by selling a
few and shifting away resources from the rest. P&G remains consistent with this strategy or
approach. The company is managing a portfolio of about 10 category-based business units
with around 65 brands under it (P&G, 2016). All these are those categories in which P&G is
having leading positions in the market and categories where the product delivers the
performance differences which matters to consumers.
The P&G’s has adopted the core brand strategy which is focused towards the core category
products of the company, which could be executed by streamlining their product lines. The
company is making smart choices for discarding the unprofitable, commoditized, and
undifferentiated products for providing more differentiated, consumer-preferred, and extra
profitable products in the brand portfolio of the P&G (P&G, 2016).
BRAND MANAGEMENT HIERARCHY WITHIN P&G’S PORTFOLIO
While considering the brand strategy, it is observed that out of two major brand hierarchy
management strategies i.e. Branded House and House of Brands, P&G has adopted for the
House of Brands strategy.
House of Brand Strategy
House of Brand (HOB) is opposite to the Branded House strategy. In House of Brand, sub-
brands are characterised and promoted instead of corporate brand or the company. Many
of the House of Brand businesses are dealing in consumer products or are a type of holding
companies. These businesses procure brands especially the global large brands having
recognized brand equity.
Procter & Gamble Co.
The brand management hierarchy structure of the P&G involves the Global Business Units
(GBUs), Global Business Services (GBS), Corporate functions, and Selling and Market
11
operations (SMOs). The brand management hierarchy of P&G provides global scale
advantages along with local focus towards the retail customers as well as consumers in
every country where P&G goods & products are retailed.
P&G’s portfolio comprises approximately 10 category-based GBUs. All this individual GBUs
are accountable for the overall development of the brand strategy, innovations and
upgrades in the new products, making plans for marketing. These 10 categories comprise of
baby care, family care, hair care, grooming, fabric care, feminine care, personal health care,
skin & personal care, oral care, and home care.
Figure 4: Brand Management Hierarchy of P&G
Source: P&G, 2018
The P&G's Selling and Market Operations (SMOs) department are accountable for creating
and implementing the go-to-market plans on the local scale and also comprises the
dedicated specific country teams, trade channels, and retail customer teams. Their main aim
or focus is to have efficient and effective selling & distribution, channels, pricing,
merchandising and markets.
The GBS or Global Business Services facilitate with technology, data standard tools,
processes for enabling to understand in a better way the businesses for serving the
customers as well as consumers. These GBs also assists the business units as well as
employees of the P&G in different areas like IT (Information Technology), facilities
12
advantages along with local focus towards the retail customers as well as consumers in
every country where P&G goods & products are retailed.
P&G’s portfolio comprises approximately 10 category-based GBUs. All this individual GBUs
are accountable for the overall development of the brand strategy, innovations and
upgrades in the new products, making plans for marketing. These 10 categories comprise of
baby care, family care, hair care, grooming, fabric care, feminine care, personal health care,
skin & personal care, oral care, and home care.
Figure 4: Brand Management Hierarchy of P&G
Source: P&G, 2018
The P&G's Selling and Market Operations (SMOs) department are accountable for creating
and implementing the go-to-market plans on the local scale and also comprises the
dedicated specific country teams, trade channels, and retail customer teams. Their main aim
or focus is to have efficient and effective selling & distribution, channels, pricing,
merchandising and markets.
The GBS or Global Business Services facilitate with technology, data standard tools,
processes for enabling to understand in a better way the businesses for serving the
customers as well as consumers. These GBs also assists the business units as well as
employees of the P&G in different areas like IT (Information Technology), facilities
12
management, financial reporting, accounting, payroll, purchases along with administrative
benefits.
The Corporate functions facilitate with the company-level strategy, corporate accounting,
tax, treasury, governance, human resources, portfolio analysis, and legal frameworks.
The above-mentioned strategy is used for managing the brand equity of the P&G portfolio
which will make P&G handle all the consumer-based brands in a more efficient and effective
way.
BRAND EQUITY MANAGEMENT
P&Gis consistently making efforts to create new categories for consumer products, for
example, initial introduction of disposable diaper i.e. Pampers, first fluoride toothpaste i.e.
Crest, first-ever synthetic washing detergent i.e. Tide etc.P&G being one of the successful
and well-known companies always focused towards building its brand equity as well as
brand products’ loyalty for attracting the customers.
Brand equity is the value added encompasses under the services or products. This make
incorporate in the consumer way of thinking, acting and feeling in connection to a brand, its
prices, profitability which brand holds and the market share of the brand(Kotlerand Keller,
2012).
There are certain steps which are used by the P&G for developing its brand equity:
Identification of brand elements
Firstly, P&G selects certain brand elements that could be identified, trademarked, as well as
differentiated from the remaining brands. The brand elements could involve slogans and
brand names. P&G has launched and makes innovation its products with supreme value and
quality such as Olay, Tide, Pampers, Vicks, and Ivory Soap etc. All these brands have great
names, which could be easily remembered, recalled and recognized, and adapted along with
the name of the company i.e. P&G (Kang, 2016).
Therefore, each brand has its own transparent focus, which cannot be used across the
different category product range with different benefits. For example, Tide washing
detergent is signifying strength so it could not be applied to gentle and mild product ranges
13
benefits.
The Corporate functions facilitate with the company-level strategy, corporate accounting,
tax, treasury, governance, human resources, portfolio analysis, and legal frameworks.
The above-mentioned strategy is used for managing the brand equity of the P&G portfolio
which will make P&G handle all the consumer-based brands in a more efficient and effective
way.
BRAND EQUITY MANAGEMENT
P&Gis consistently making efforts to create new categories for consumer products, for
example, initial introduction of disposable diaper i.e. Pampers, first fluoride toothpaste i.e.
Crest, first-ever synthetic washing detergent i.e. Tide etc.P&G being one of the successful
and well-known companies always focused towards building its brand equity as well as
brand products’ loyalty for attracting the customers.
Brand equity is the value added encompasses under the services or products. This make
incorporate in the consumer way of thinking, acting and feeling in connection to a brand, its
prices, profitability which brand holds and the market share of the brand(Kotlerand Keller,
2012).
There are certain steps which are used by the P&G for developing its brand equity:
Identification of brand elements
Firstly, P&G selects certain brand elements that could be identified, trademarked, as well as
differentiated from the remaining brands. The brand elements could involve slogans and
brand names. P&G has launched and makes innovation its products with supreme value and
quality such as Olay, Tide, Pampers, Vicks, and Ivory Soap etc. All these brands have great
names, which could be easily remembered, recalled and recognized, and adapted along with
the name of the company i.e. P&G (Kang, 2016).
Therefore, each brand has its own transparent focus, which cannot be used across the
different category product range with different benefits. For example, Tide washing
detergent is signifying strength so it could not be applied to gentle and mild product ranges
13
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like Ivory brand goods. This is the First step where P&G builds its brand equity and puts an
everlasting impression on its customers (Kang, 2016).
Holistic marketing activities
Then P&G designs its certain holistic marketing activities. These activities try to contact their
brands with the customers not only using ads but also using and developing some new ways
like public relations, sponsorships, and event marketing etc. P&G practices integrated
marketing strategy for expanding its brand equity as well as the influence of the customers.
P&G also shifted its advertising budget to online marketing activities and social media like
blogs, Twitter, and Facebook etc. (Ailawadi, et al. 2002). All these marketing activities assist
P&G permeates stronger as well as emotional requests through its communication for
developing strong consumer relationships. For instance, P&G campaign for children’s safe
drinking water (Kang, 2016).
Leverage the P&G’s secondary associations
At last P&G leverage the secondary associations, as the company deals in several brands of
different forms and sizes, by using its popular brand names for introducing its new goods
with immediate recognition and making low expenditure on the advertising. For instance,
the extension of Mr Clean brand from home cleaner to bathroom cleaner and also to a
carwash cleaner system. That means the chief claimed advantage is consistent in the
product and product delivery must be made. Tide brand has strong product range on the
contrary to this Ivory Brand has gentle products (Kang, 2016).
Figure 5: Mr Clean
Source: Mohan, 2014
CONCLUSION
14
everlasting impression on its customers (Kang, 2016).
Holistic marketing activities
Then P&G designs its certain holistic marketing activities. These activities try to contact their
brands with the customers not only using ads but also using and developing some new ways
like public relations, sponsorships, and event marketing etc. P&G practices integrated
marketing strategy for expanding its brand equity as well as the influence of the customers.
P&G also shifted its advertising budget to online marketing activities and social media like
blogs, Twitter, and Facebook etc. (Ailawadi, et al. 2002). All these marketing activities assist
P&G permeates stronger as well as emotional requests through its communication for
developing strong consumer relationships. For instance, P&G campaign for children’s safe
drinking water (Kang, 2016).
Leverage the P&G’s secondary associations
At last P&G leverage the secondary associations, as the company deals in several brands of
different forms and sizes, by using its popular brand names for introducing its new goods
with immediate recognition and making low expenditure on the advertising. For instance,
the extension of Mr Clean brand from home cleaner to bathroom cleaner and also to a
carwash cleaner system. That means the chief claimed advantage is consistent in the
product and product delivery must be made. Tide brand has strong product range on the
contrary to this Ivory Brand has gentle products (Kang, 2016).
Figure 5: Mr Clean
Source: Mohan, 2014
CONCLUSION
14
In conclusion, it is really important for the P&G to manage its brand equity along with a
suitable brand portfolio management strategy. The strategies and activities are a good
example for the other brands to follow. Through developing and managing the company’s
brand strategy, P&G has gained thousands of customers and also become successful with its
brand loyalty.
15
suitable brand portfolio management strategy. The strategies and activities are a good
example for the other brands to follow. Through developing and managing the company’s
brand strategy, P&G has gained thousands of customers and also become successful with its
brand loyalty.
15
TASK 3 BRAND EXTENSION AND LEVERAGE
EXECUTIVE SUMMARY
This report focuses on the brand leveraging and extension of Gillette Brand. The present
scenario is towards leveraging the strengths of the Gillette. The problem is to identify the
weaknesses in the Gillette brand. Then the suggestion could be sought by way of suitable
actions of the Gillette Brand.
INTRODUCTION
Gillette is a safety razor as well as personal care products brand for both men and women
category of consumers. Gillette is owned by P&G, a multi-national corporation. It is based at
Boston in the United States. Earlier, it was the property of The Gillette Company, where it
supplies products with different categories of brands before it was merged with the P&G in
the year 2005. The Gillette Company is established in the year 1901 by King C. Gillette for
manufacturing safety razors.
LINE EXTENSION VERSUS BRAND EXTENSION
The Line extension as well as Brand extension both addresses the marketing aspect of the
commercial products. Brand relates to a recognized or popular product of the company or
the company brand name itself like Apple, Pepsi, and Coca-Cola etc. The manner a company
makes expansion of its inventory decides it to be a line extension or brand extension.
Line Extension
Line extension is an expansion in the existing product line. A line extension is that product
which has the slightest difference from the already established brand product. It uses the
old brand names as well as imaginary and it is generally in the similar product range. It is
observed that more than half of the new product launches are made through line
extensions which would simply have a new size, flavour, quality content, more features or
nutritional changes etc. For example, in the food sector, the various line extensions are
made with diet, gluten-free, whole grain, and organic versions in the original brands.
Gillette at present have various line extensions in the safety razors with its product range of
razors and blades e.g. Fusion5™ ProShield® Razor, MACH3® Turbo Razo, Sensor3 Sensitive
16
EXECUTIVE SUMMARY
This report focuses on the brand leveraging and extension of Gillette Brand. The present
scenario is towards leveraging the strengths of the Gillette. The problem is to identify the
weaknesses in the Gillette brand. Then the suggestion could be sought by way of suitable
actions of the Gillette Brand.
INTRODUCTION
Gillette is a safety razor as well as personal care products brand for both men and women
category of consumers. Gillette is owned by P&G, a multi-national corporation. It is based at
Boston in the United States. Earlier, it was the property of The Gillette Company, where it
supplies products with different categories of brands before it was merged with the P&G in
the year 2005. The Gillette Company is established in the year 1901 by King C. Gillette for
manufacturing safety razors.
LINE EXTENSION VERSUS BRAND EXTENSION
The Line extension as well as Brand extension both addresses the marketing aspect of the
commercial products. Brand relates to a recognized or popular product of the company or
the company brand name itself like Apple, Pepsi, and Coca-Cola etc. The manner a company
makes expansion of its inventory decides it to be a line extension or brand extension.
Line Extension
Line extension is an expansion in the existing product line. A line extension is that product
which has the slightest difference from the already established brand product. It uses the
old brand names as well as imaginary and it is generally in the similar product range. It is
observed that more than half of the new product launches are made through line
extensions which would simply have a new size, flavour, quality content, more features or
nutritional changes etc. For example, in the food sector, the various line extensions are
made with diet, gluten-free, whole grain, and organic versions in the original brands.
Gillette at present have various line extensions in the safety razors with its product range of
razors and blades e.g. Fusion5™ ProShield® Razor, MACH3® Turbo Razo, Sensor3 Sensitive
16
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Disposable Razors, Fusion5™ ProShield® Razor Blades, MACH3® Turbo Razor Blades, and
Gillette Styler: Trimmer, Shaver & Edger.
All this razor products comprises 5-bladed, 3-bladed, and 2-bladed disposable razors along
with 5-bladed, 3-bladed systems razors.
RAZORS & BLADES
Fusion5™ ProShield® Razor
MACH3® Turbo Razor
Sensor3 Sensitive Disposable Razors
17
Gillette Styler: Trimmer, Shaver & Edger.
All this razor products comprises 5-bladed, 3-bladed, and 2-bladed disposable razors along
with 5-bladed, 3-bladed systems razors.
RAZORS & BLADES
Fusion5™ ProShield® Razor
MACH3® Turbo Razor
Sensor3 Sensitive Disposable Razors
17
Fusion5™ ProShield® Razor Blades
MACH3® Turbo Razor Blades
Gillette Styler: Trimmer, Shaver & Edger
Figure 6: Razors and Blades
Source: Gillette, 2018
Brand Extension
Similar to line extension, the brand extension also uses an existing imagery or brand name.
What categories it different than from line extension is that it places under an extremely
different category of product. The brand extension strategy is generally used by the
companies having well-known brands. For example, In 2009 Starbucks launch superior ice
cream range and Kodak’s entered into batteries.
18
MACH3® Turbo Razor Blades
Gillette Styler: Trimmer, Shaver & Edger
Figure 6: Razors and Blades
Source: Gillette, 2018
Brand Extension
Similar to line extension, the brand extension also uses an existing imagery or brand name.
What categories it different than from line extension is that it places under an extremely
different category of product. The brand extension strategy is generally used by the
companies having well-known brands. For example, In 2009 Starbucks launch superior ice
cream range and Kodak’s entered into batteries.
18
For making a successful brand extension it is required that the product is distinct enough
that from the parent brand but also somewhat related to it so that buyer won’t get
confused.
Additional to safety razors, Gillette also deals in a variety of pre-shave products with brand
extension strategy which comprises of shave gels, foams, and aftershave balms. Gillette also
serves a range of men's personal care products namely, deodorants, shower gel and
antiperspirants.
PRE SHAVE
MACH3® Sensitive Shave Gel
Fusion5™ Proglide® Sensitive Alpine Clean Shave Gel
Fusion5™ Proglide® Sensitive Ocean Breeze Shave Gel
19
that from the parent brand but also somewhat related to it so that buyer won’t get
confused.
Additional to safety razors, Gillette also deals in a variety of pre-shave products with brand
extension strategy which comprises of shave gels, foams, and aftershave balms. Gillette also
serves a range of men's personal care products namely, deodorants, shower gel and
antiperspirants.
PRE SHAVE
MACH3® Sensitive Shave Gel
Fusion5™ Proglide® Sensitive Alpine Clean Shave Gel
Fusion5™ Proglide® Sensitive Ocean Breeze Shave Gel
19
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Series Pure & Sensitive Shave Gel
Fusion5™ Proglide® Sensitive Active Sport Shave Gel
Fusion5™ Ultra Moisturising Shave Gel
Figure 7: Pre-shave product range of Gillette
Source: Gillette, 2018
STRENGTHS OF THE GILLETTE
Strengths of a brand are what it is doing best in the gamut of the companies operations
which provides it with an edge over its competitors. The following are the highlights on the
strengths of the Gillette Brand:
Part of Proctor & Gamble:P&G is an experienced industry player of the consumer
goods and also have a robust research orientation. P&G has a most popular name
in the household products, the trust evokes with the P&G in the customer's mind is
one of the major benefits for the Gillette.
20
Fusion5™ Proglide® Sensitive Active Sport Shave Gel
Fusion5™ Ultra Moisturising Shave Gel
Figure 7: Pre-shave product range of Gillette
Source: Gillette, 2018
STRENGTHS OF THE GILLETTE
Strengths of a brand are what it is doing best in the gamut of the companies operations
which provides it with an edge over its competitors. The following are the highlights on the
strengths of the Gillette Brand:
Part of Proctor & Gamble:P&G is an experienced industry player of the consumer
goods and also have a robust research orientation. P&G has a most popular name
in the household products, the trust evokes with the P&G in the customer's mind is
one of the major benefits for the Gillette.
20
Continuity in Innovation: Gillette has been categorized as one of the most
innovative brand or business. Their main product is safety razor but by a range of
innovations, it has provided various augmentations to the product. Their
enthusiasm for innovation is one of the core strengths of the brand.
Problem-Based Strategy: The main need for a razor is observed for removing the
extra or unwanted hair. But Gillette is the brand which has defined unseen and
new needs in connection to shaving and also develops the product which meets
the needs of the consumers by introducing a new range of products.
High Operations Margins: For P&G safety razors are the most profitable business
and currently Gillette is one of the Flagship brands of the P&G having a high
operating margin of 30% (Bhasin, 2018).
Sensitivity towards Market: However, a razor is a product which could be looking
at a global level, having one size which fits in all the Gillette, which is very sensitive
for any cultural changes and may have designed customized products for matching
the needs of the customers in every market in which it is operating.
WEAKNESSES OF THE GILLETTE
Weaknesses are those areas where the brand or the business requires improvements. The
key weaknesses observed in Gillette are:
High-Price: The Company is following a high pricing strategy or approach in line with
the other US products but it needs to realize that for products like razor people are
unwilling to pay more.
Low Customer Awareness: Gillette is always focused on the creation and innovation
of the need-based consumer products creating differentiation with their product
ranges. But the buyer thinks razor only a tool for removing extra hairs, which has led
their customer aware about the Gillette products to address at the initial level.
More Spare Parts: In some of the advanced Gillette products there are a number of
spare parts and Gillette uses advanced technology for assembling them. The more
the spare parts the more will be the assembling cost for the Gillette.
For converting and turning all this weaknesses of the Gillette into strengths or making
improvement in the brand, Gillette needs to adopt a reasonable pricing strategy for its
21
innovative brand or business. Their main product is safety razor but by a range of
innovations, it has provided various augmentations to the product. Their
enthusiasm for innovation is one of the core strengths of the brand.
Problem-Based Strategy: The main need for a razor is observed for removing the
extra or unwanted hair. But Gillette is the brand which has defined unseen and
new needs in connection to shaving and also develops the product which meets
the needs of the consumers by introducing a new range of products.
High Operations Margins: For P&G safety razors are the most profitable business
and currently Gillette is one of the Flagship brands of the P&G having a high
operating margin of 30% (Bhasin, 2018).
Sensitivity towards Market: However, a razor is a product which could be looking
at a global level, having one size which fits in all the Gillette, which is very sensitive
for any cultural changes and may have designed customized products for matching
the needs of the customers in every market in which it is operating.
WEAKNESSES OF THE GILLETTE
Weaknesses are those areas where the brand or the business requires improvements. The
key weaknesses observed in Gillette are:
High-Price: The Company is following a high pricing strategy or approach in line with
the other US products but it needs to realize that for products like razor people are
unwilling to pay more.
Low Customer Awareness: Gillette is always focused on the creation and innovation
of the need-based consumer products creating differentiation with their product
ranges. But the buyer thinks razor only a tool for removing extra hairs, which has led
their customer aware about the Gillette products to address at the initial level.
More Spare Parts: In some of the advanced Gillette products there are a number of
spare parts and Gillette uses advanced technology for assembling them. The more
the spare parts the more will be the assembling cost for the Gillette.
For converting and turning all this weaknesses of the Gillette into strengths or making
improvement in the brand, Gillette needs to adopt a reasonable pricing strategy for its
21
customers and making them more aware about the company’s product ranges in the
different categories. The reduction of cost is possible by reducing the number of spare parts
in the products using advanced technology.
BRAND COLLABORATION
The co-branding is that strategic measure which could be used for advertising and branding
in collaboration or partnership with the other brand. The partnership between two brands
could prove to be important in providing the best output and meeting the customer’s
demands (Gehani, 2016).
The collaboration of Gillette with P&G in 2005
The collaboration between the Gillette and Procter & Gamble brings a good chemistry of
female and male product ranges, but both the companies also their innovative culture as
well as cooperative history. The deal was valued at around $54 billion (£27billion) between
P&G and Gillette. After this deal, P&G has added men's personal care products of Gillette in
its portfolio of brands (Knowledge@Wharton, 2005).
It is one of the largest consumer product takeovers of the time and converts P&G into the
world’s biggest consumer product company have combined revenue of more than $36
billion (£32 billion) annually with the addition of Gillette, Braun, Oral-B, and Duracell brands
in its gamut.
The benefits of this merger to P&G are as follows:
Acquisition of intangible asset
Improvements in the core competencies
More access to the capabilities
Entry into new markets
Complementary products available from the Gillette
The benefits of this merger for Gillette are as follows:
Research and development
Outbound logistics
22
different categories. The reduction of cost is possible by reducing the number of spare parts
in the products using advanced technology.
BRAND COLLABORATION
The co-branding is that strategic measure which could be used for advertising and branding
in collaboration or partnership with the other brand. The partnership between two brands
could prove to be important in providing the best output and meeting the customer’s
demands (Gehani, 2016).
The collaboration of Gillette with P&G in 2005
The collaboration between the Gillette and Procter & Gamble brings a good chemistry of
female and male product ranges, but both the companies also their innovative culture as
well as cooperative history. The deal was valued at around $54 billion (£27billion) between
P&G and Gillette. After this deal, P&G has added men's personal care products of Gillette in
its portfolio of brands (Knowledge@Wharton, 2005).
It is one of the largest consumer product takeovers of the time and converts P&G into the
world’s biggest consumer product company have combined revenue of more than $36
billion (£32 billion) annually with the addition of Gillette, Braun, Oral-B, and Duracell brands
in its gamut.
The benefits of this merger to P&G are as follows:
Acquisition of intangible asset
Improvements in the core competencies
More access to the capabilities
Entry into new markets
Complementary products available from the Gillette
The benefits of this merger for Gillette are as follows:
Research and development
Outbound logistics
22
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The benefits of the merger to both brands:
Complementary product range
Economies of scale
Economies of scope (Broere, 2017)
CONCLUSION
This report is presented with respect to the brand extension and line extension of the
Gillette brand. How the brand has extended its strengths for with brand extension strategy
in the market. The suggestions were made for improving the weaknesses of the brand for
reaching more customers and improving customer's awareness with the campaigning and
online adverting ways. Also, the collaboration between the brand and its benefits are
explored.
23
Complementary product range
Economies of scale
Economies of scope (Broere, 2017)
CONCLUSION
This report is presented with respect to the brand extension and line extension of the
Gillette brand. How the brand has extended its strengths for with brand extension strategy
in the market. The suggestions were made for improving the weaknesses of the brand for
reaching more customers and improving customer's awareness with the campaigning and
online adverting ways. Also, the collaboration between the brand and its benefits are
explored.
23
TASK 4 MEASURING AND MANAGING BRAND VALUE
EXECUTIVE SUMMARY
This report is being presented for evaluating various brand value measurement techniques
used for measuring and managing the specific organization’s brand value. In the given
scenario there is a need to measure and manage the brand value with respect to Head &
shoulders of the P&G.
INTRODUCTION
Head and Shoulder is an American Shampoo Brand which deals in anti-dandruff shampoo
under the production of P&G as a parent company. It is introduced in 1961 under the
ownership of P&G. The markets served by the Head & Shoulder brand are worldwide. In
1982 it is the number one brand of shampoo and it is also observed that no other hair care
brand has spent dollars on the ads as by the Head & Shoulders. It is a 56-year-old brand with
no other brand matching its sales.
The essential of brand management could be utilized with the assistance of the CBBE model,
which helps in achieving the different strengths of a brand. The following are the important
aspects to be considered while managing and measuring the brand measurement:
Brand value
Brand awareness
Market share
Consumer attitudes
Buyer’s intention
24
EXECUTIVE SUMMARY
This report is being presented for evaluating various brand value measurement techniques
used for measuring and managing the specific organization’s brand value. In the given
scenario there is a need to measure and manage the brand value with respect to Head &
shoulders of the P&G.
INTRODUCTION
Head and Shoulder is an American Shampoo Brand which deals in anti-dandruff shampoo
under the production of P&G as a parent company. It is introduced in 1961 under the
ownership of P&G. The markets served by the Head & Shoulder brand are worldwide. In
1982 it is the number one brand of shampoo and it is also observed that no other hair care
brand has spent dollars on the ads as by the Head & Shoulders. It is a 56-year-old brand with
no other brand matching its sales.
The essential of brand management could be utilized with the assistance of the CBBE model,
which helps in achieving the different strengths of a brand. The following are the important
aspects to be considered while managing and measuring the brand measurement:
Brand value
Brand awareness
Market share
Consumer attitudes
Buyer’s intention
24
For making an evaluation of all this aspects of the Head and shoulders certain techniques
are used which are as follows:
Qualitative Techniques:
This technique is used to acknowledge the consumer responses and behaviour. This is an
experimental way to involve the business through free association of the business. For
example, Head and shoulders could use this way by providing free samples and sponsorship
the events such as sustainable, environmental events.
Free Association- The technique configures and constitutes a rough idea of a
business and moderately provides strengths to the brand value of the business.
Projected Techniques- This technique is reliable to find out the true opinion on the
brands which relates to P&G. It is really difficult for a business to discover the
consumer’s desires to pick up a product. This technique is used for applying the
experimentation with the help of a tool called Rorschach test (Berthon, et al. 2015).
Quantitative Techniques:
These techniques are the numerical arrangements in the form of research consisting of
summary and questionnaire related with the brand which could be measured by using the
brand image of the business or company.
Brand Awareness- The brand awareness could be evaluated by for differentiating
the product features, strategies, and other services offered by the Head & shoulder
brand. This makes to change the customer's mind for purchasing the product of head
and shoulder brand.
Brand Image- This technique could be applied with the assistance of the CBBE Model
and also supports in building the strong brand image before its customers. Head &
Shoulders brand image could assist the P&G with the awareness towards sustainable
and environmentally friendly products.
Multivariate techniques:
25
are used which are as follows:
Qualitative Techniques:
This technique is used to acknowledge the consumer responses and behaviour. This is an
experimental way to involve the business through free association of the business. For
example, Head and shoulders could use this way by providing free samples and sponsorship
the events such as sustainable, environmental events.
Free Association- The technique configures and constitutes a rough idea of a
business and moderately provides strengths to the brand value of the business.
Projected Techniques- This technique is reliable to find out the true opinion on the
brands which relates to P&G. It is really difficult for a business to discover the
consumer’s desires to pick up a product. This technique is used for applying the
experimentation with the help of a tool called Rorschach test (Berthon, et al. 2015).
Quantitative Techniques:
These techniques are the numerical arrangements in the form of research consisting of
summary and questionnaire related with the brand which could be measured by using the
brand image of the business or company.
Brand Awareness- The brand awareness could be evaluated by for differentiating
the product features, strategies, and other services offered by the Head & shoulder
brand. This makes to change the customer's mind for purchasing the product of head
and shoulder brand.
Brand Image- This technique could be applied with the assistance of the CBBE Model
and also supports in building the strong brand image before its customers. Head &
Shoulders brand image could assist the P&G with the awareness towards sustainable
and environmentally friendly products.
Multivariate techniques:
25
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These techniques are used for scaling up the preferences and judgements of the consumers
with the products of the brand with an everlasting image. This could be associated with the
similarity levels and intangible reactions of the customers.
The resonance of the brand image comprises the loyal behaviour and personal connection
or attachment for a specific product or service. This could help the Head and Shoulder for
maintaining a bond or connection with the potential customers and helps to build a unique
brand with favourable customer behaviours.
Brand Audit- The quantitative techniques are the best to rely upon for measuring
and understanding the Brand equity of an organization and also considered as one of
the comprehensive measures also. This is the techniques used for assessing the right
brand equity of the company and also helps to track the services of the
organizations. A brand audit is conducted for assessing the actual position of the
brand image (Zavattaro, et al. 2015). This could be performed in two ways out. First
one is through internal brand audit and the second one is an external brand audit.
The brand audit should be carried out for assessing the exceptional selling quality of
the brand, its culture, and the value of the brand. This would add value to the
products of the Head and shoulders brand.
Brand Value- Subsequent to the conduct of the brand audit, an infrastructural
connection could be developed with the Human Resource policies, customer care
service and other add-ons with the customers which will be dealt to develop the
brand value of the product. All this could be assessed and measured using a set of
standards in connection with the brand having financial as well as legal restrictions
related to the product.
The addition of the brand value, brand awareness, market value, consumer attitudes is also
proved to be helpful in accessing the performance and position of the company. Hence, the
brand equity could be presented using various techniques with the help of buyer intention
for making a purchase and other behavioural attitudes for improving the brand’s
performance (Zhang, 2015).
CONCLUSION
26
with the products of the brand with an everlasting image. This could be associated with the
similarity levels and intangible reactions of the customers.
The resonance of the brand image comprises the loyal behaviour and personal connection
or attachment for a specific product or service. This could help the Head and Shoulder for
maintaining a bond or connection with the potential customers and helps to build a unique
brand with favourable customer behaviours.
Brand Audit- The quantitative techniques are the best to rely upon for measuring
and understanding the Brand equity of an organization and also considered as one of
the comprehensive measures also. This is the techniques used for assessing the right
brand equity of the company and also helps to track the services of the
organizations. A brand audit is conducted for assessing the actual position of the
brand image (Zavattaro, et al. 2015). This could be performed in two ways out. First
one is through internal brand audit and the second one is an external brand audit.
The brand audit should be carried out for assessing the exceptional selling quality of
the brand, its culture, and the value of the brand. This would add value to the
products of the Head and shoulders brand.
Brand Value- Subsequent to the conduct of the brand audit, an infrastructural
connection could be developed with the Human Resource policies, customer care
service and other add-ons with the customers which will be dealt to develop the
brand value of the product. All this could be assessed and measured using a set of
standards in connection with the brand having financial as well as legal restrictions
related to the product.
The addition of the brand value, brand awareness, market value, consumer attitudes is also
proved to be helpful in accessing the performance and position of the company. Hence, the
brand equity could be presented using various techniques with the help of buyer intention
for making a purchase and other behavioural attitudes for improving the brand’s
performance (Zhang, 2015).
CONCLUSION
26
This report has clearly envisaged the different measurement techniques for assessing the
brand value and equity of the Head and shoulder brand.
27
brand value and equity of the Head and shoulder brand.
27
CONCLUSION
In the entire assignment, an insight is developed for the brand management. It is depicted
through this work that how a brand is a power for the businesses and what is its importance
as a marketing tool, and how it could be managed successfully. The reports are presented in
context to the case of P&G, Gillette, and Head and Shoulders brand names. Under which
portfolio strategies, branding strategies, brand extension and hierarchy management of
brands are depicted. Finally, brand awareness, brand value and consumers attitudes are
measured with the help of the various techniques.
28
In the entire assignment, an insight is developed for the brand management. It is depicted
through this work that how a brand is a power for the businesses and what is its importance
as a marketing tool, and how it could be managed successfully. The reports are presented in
context to the case of P&G, Gillette, and Head and Shoulders brand names. Under which
portfolio strategies, branding strategies, brand extension and hierarchy management of
brands are depicted. Finally, brand awareness, brand value and consumers attitudes are
measured with the help of the various techniques.
28
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