Brand Management of Unilever plc: Assignment

Added on - 21 Feb 2021

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BRAND MANAGEMENT
Table of ContentsINTRODUCTION............................................................................................................................3TASK 1.............................................................................................................................................3MAIN BODY...................................................................................................................................5CONCLUSION................................................................................................................................6TASK 2.............................................................................................................................................7Analysing brand portfolio strategy...............................................................................................7Hierarchy management of brands.................................................................................................7Analysing the strategies for managing the equity of brands within the organization's portfolio....................................................................................................................................................10TASK 3...........................................................................................................................................11Brand extension and leverage....................................................................................................11Now, some weaknesses of the brand which need attention of Unilever are as follows :..........12TASK 4...........................................................................................................................................14Different techniques used by the organization to measure and manage the brand....................14REFERENCES...............................................................................................................................17
INTRODUCTIONBrand management is a function of the marketing department of a business whichengages the use of various techniques to enhance the perceived values of a brand or a productover a time. With an effective brand management the prices of the products get enables to gohigher with building a loyalty to consumers through positive association of brand and making theimage and bad stronger. This includes delivering strategic plans form maintaining brand equityand to gain the brand value which requires a comprehensive understanding of the brand and itstarget market. With management of the brand, its value and image a business ensure thereputation in the market place along with ensuing the loyalty of consumers to the brand and itsproduct line.In the present report an article will be formulated for the new marketing brand of theUnilever plc, with an aim to exhibit the importance of brand. This includes overview of the brandand brand equity, strategic strengths, reinforcements and revitalisation of the brand crisis alongwith discussion of marketing tool. Along with this a brand portfolio is prepared which illustratesthe management hierarchy of Unilever plc is shown. Furthermore, the report contains criticalevaluation of Unilever Plc with depicting its strengths and weaknesses. For the last task of thereport will lay emphasised on different techniques which will be used to measure and manage thebrand value, awareness, market share, consumer attitude and purchasing intention of theconsumer towards Unilever Plc.TASK 1Brand is PowerINTRODUCTIONBrand is a name, term, design, symbol or any other feature that identified one seller'sgood or services as distinct from those of other sellers. It is a practice of marketing for creatingrecognised name or symbol in the market (Lucarelli and Hallin, 2015).Brand Equity: It is a marketing term that depicts the value of brand. The perception ofconsumers of experiencing the brand is determined under the value of brand. Positive brandequity denotes that consumers are highly thinking for the brand. On the contrary, whencustomers are highly disappointed than it is called as negative brand equity.Organisation are putting efforts for building successful brand in the market where the role ofmarketing play as key role (Meng and Wang, 2019). It is true that successful brand building
process outshines competition in the market place.Here are some steps for building brand-Determine the Audience:This is the first step that organisations follows when they arelooking for building the brand. It must be clear that what are the target audience. Marketerconduct market research for selecting right customers at right time.Define the Brand Missions:After determining the target audience, organisations needto define the values that want to incorporate with the target audience (France, Merrilees andMiller, 2016). At this stage, marketer communicate the goals of the company to the customers.Research Competition:Marketing manager do research on the power of competitorsand make organisation aware about what competitors are offering for customers (Steps forbuilding brand, 2018).Create Value Prepositions:Value preposition is very important for the organisation asit makes the organisation different from others in the market.Illustration1: Steps for building brand(Source: Steps for building brand, 2018)
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