Analyzing Brand Management Techniques

This assignment involves an extensive review of brand management techniques, encompassing corporate branding, luxury brand management, and international identity-based brand management. The analysis delves into the works of prominent authors such as Kapferer, Balmer, and Abrahams, providing insights into effective brand management strategies. Case studies on Apple and Google's re-branding efforts are also examined, highlighting the significance of strategic innovation in maintaining a strong brand presence. Furthermore, the assignment touches upon techniques for measuring and managing brand values, emphasizing the importance of expertise and brand schematicity in choice criteria. The analysis concludes by underscoring the value of risk literacy in brand management, as discussed in Abrahams' work on 'Brand Risk'.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Brand is build and managed over time..................................................................................1
P2 Analysing key components of successful brand strategy for building and managing brand
equity...........................................................................................................................................3
SECTION 2 .............................................................................................................................4
P3 different strategies of portfolio management, brand hierarchy and brand equity
management: ..............................................................................................................................4
P4 management of brands in partnership both in domestic and global:.....................................6
P5 Types of techniques for measuring and managing brand values:.........................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
In order to sustain in the competitive environment and to gain the customer attractions,
the management of organisation implements various and distinctive brand strategies. Brand
management is the analysis and planning on how that brand is perceived in the market. In
accordance with this context the following report will defines the aspects of brand and brand
management. The importance of brand as the marketing tool and how it helps the business to
increase will discuss in this assignment. The key components of successful brand strategy will
be cover in this report. Different strategies of portfolio management, brand hierarchy and brand
equity management will be analysed in this report. The management of brands both domestically
and at global level will be analysed in this report.
TASK 1
P1 Brand is build and managed over time
Meaning of brand: Identity given to a product at marketplace is called as brand. There
are close substitutes to many products and by the name of a brand, the product is differentiated.
The existence of brand name creates loyalty, trust, faith and demand by the consumers (Brand is
build and managed over time). Brand owns personality and identity with a provided name by
vision, emotion, culture and personality. Name of brand can be explored in the market with the
help of advertisement, promotions, launching of difference in style and varieties of a particular
product. For example, in this report the brand chosen is marketing firm Apple and Google.
These are the leading organisation incorporating their business activities and operations in
information technologies. With the name, Apple and Google owes a name and personality and
culture for itself to execute. Patents, trademarks and copyrights are the assets of brand. These
assets help to prevent the organisation by the competitors (Rosenbaum-Elliott, Percy, and
Pervan, 2015).
Important tool of brand marketing: For creating a positive image in the minds of the
To remember the name of the product by its generic name plays as a tool for brand importance.
Building identities to the products helps in achieving the loyalty of the consumers. When started
using from the first time consumer gets used to with the product. For example, marketing firm of
Apple and Google, consumers got used to as quality products and services are provided by these
organisation and the consumers to get benefit out of it by satisfying them in their needs.
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Meaning of brand equity: Choice is made by the consumer for a product or service,
then the existence of brand equity arises. There are certain measures to determine brand equity
(Vigneron, and Johnson, 2017). With the use of various parameters that are prominently
considered are taken for evaluation of earnings of brand. The difference between the branded
and the non-branded products are highly charged. The factors contributing to brand equity are
awareness of the brands, association of brand and brand loyalty. Total quality of the brand is
taken into perception as it may vary from time to time as changes made by consumers in their
lifestyles.
Brand differs from a product: Products are created and produced by companies and
served to the society. “Whereas” the served products changed into brand successfully to
consumers. For example, the designing and social media is created and service provided by
Apple and Google and the marketing firm's conversion into brand is executed by consumers, by
means of high demand for the firm. There are many close substitutes to the product but the name
of the brand changed by every company, they cannot serve product with same name which,
already exist as a brand. Hence, the brand name is unique. The produced goods and services
carry its manufacturing and expiry date. But the name of brand does not have date of expiry it
can be felt, but cannot be seen. As it is intangible asset of the companies (Ertimur, and
Coskuner-Balli, 2015).
Key elements of strong brand: There are certain key elements of brand that are opted
by Apple and Google to retain the position among the consumers. The first element is to target
the audience by maintaining quality and price of products or provided services. The second key
element is brand promise which is communicated to the audience by describing the targets.
Brand promise explains about the expectations of purchasing of product or service. For example,
Apple and Google explains about the designing which consumer will get by placing orders. The
perception of brand is another key element which explains about the changes made and to be
made in future. By this, they also get known about the needs of the consumers in order to serve
them better. Positioning of brand explains about the position hold by the brand through
continuous progress.
Brand management and development: There are certain key principles that explains
about brand management and development. The objectives of the brand should be well
coordinated to achieve it without hindrances and with effectiveness and efficiency in
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performance. However, the objectives and performance explain about the progress and
development of the brand. The model of the business should be set earlier for increasing the
potential of brand (Kelley, Sheehan, and Jugenheimer, 2015). Focused concept in consistency of
messages that are supposed to differentiate between key elements of set business. The positive
atmosphere should be attained inside the working premises which puts an impact in execution
beyond marketing walls. Moreover, evaluation of brand promise should be taken into concern to
go through its effectiveness and efficiency. Suppose, some changes are to be made according to
change in the tradition or cultural preferences, the brand should remain flexible (Urde, 2016 ).
Main challenges in developing a brand: There are certain challenges that are to be
performed and faced by a brand. The brand is to be treated as an asset to deliver short term
financial, which concentrates on tricks of generating more assets. By develop the brand
challenges, the brand should inspire employees which will bring out their dedication and
effectiveness. Subcategories should be built in form of innovations to avoid barriers from the
competitors. Integrated marketing communication should be achieved. Apple and Google
successfully achieved and achieving its integrated marketing communication by providing
excellent quality of products and services to the consumers. The challenges to be faced in order
by increasing the fewer consumers for the consumption of products, detecting the real
knowledge taking place in the brand and willingness of the investors and the company who
would willing to invest and accordingly changes is to be made.
P2 Analysing key components of successful brand strategy for building and managing brand
equity
In order to increase the brand value and customer base efficiently, it is very crucial for
the brand and organisation to improve and transform their brand strategies time to time. In
accordance with this context, the following part will discuss the essential components for
building and managing successful brand strategies. The strategies are discussed below: Brand Positioning Statement: The brand positioning statement is the crucial and
important statement and core component of brand strategy. It shows what the
organisation do and for whom it is doing (Kristal, Baumgarth and Henseler, 2017). A
brand positioning statement convey where the brand should be positioned in the market
place. It helps the management to target audience efficiently as the management will able
to convey what are pros of the organisation products and services. For example, the
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brand positioning statement of Apple and Google is to provide good quality products and
servcies to the customers. Brand Promise: Brand promise is the statement that helps the organisation to connect
with their clients. It is an expression of the fundamental human needs that the particular
brand satisfies (Cooper, Merrilees and Miller, 2015). Brand promise helps the
management to increase their customer trust and satisfaction, Here the brand makes
authentic commitment that what they will delivered to the customers. This will help them
to increase their customer base and profits simultaneously Brand Differentiators: Brand differentiators is the strategy that formulated by marketing
management of the organisation. Here the management provide information to the
customer about how their products are different from other substitutes or products
available in the organisation. Brand differentiators are the elements that makes the
product unique. This helps the management to seek competitive advantages and further
assist to sustain in the competitive environment.
 Brand Personality: Brand personality is the tool used by the management to identify the
identity of brand adequately. Once product has been developed, the brand personality
tools increases the overall personality of the products and makes it attractive. This helps
in increasing the customer attraction and this strategy leads to the increase in customer
base adequately. For example, Apple has a branding strategy that focuses on the
emotions.
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Illustration 1: Brand Personality of Apple
(Source: Apple: It's All About The Brand. 2018)

 Brand Story: Brand story is a genuine expression of what the brand does and stands for.
Brand story helps the management to show the brand status and commitments to the
customers (Buil, Martínez and Matute, 2016). This further aid in increasing the customer
base and customer tends to attracts towards those brands who have interactive brand
story.
SECTION 2
P3 different strategies of portfolio management, brand hierarchy and brand equity management:
Strategic portfolio management: This strategic portfolio management is conducted at
higher level of plans execution. With the involvement of deciding the alignments in executing
the projects strategies. Improvements in few percentages of the mad strategies for executing
plans will improve the performance of every companies. This is applicable to the public, private,
as well as to the profit and non profit organisations. These are included in the improved
strategic throughput. The another method in strategic portfolio management is compiled as
emerging opportunities. The portfolio management is strategically linked into operations of new
emerging opportunities as the significant part of portfolio management. The strategy should be
based on the management and performance. Which are categorised into as active portfolio
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Illustration 2: Brand Personality of Google
(Source: Google Re-branding – A Case Study in Strategic Innovation. 2018)

management and its befits and drawbacks. Depending upon the proficiency the management is
actively performed by the portfolio management and the research staff. The funds to be actively
managed by constant investments in order to allocate time (Du Preez, and Bendixen, 2015). The
hedging strategies may used by the managers in case of marketing declines. There are certain
benefits of active management. Which are opted by Apple and Google (Cooper, Merrilees, and
Miller, 2015).
Benefits: Instead of investing in the market as a whole, with the help of strategy permits
the manager to invest in various investments. This active management helps in generation of
profit as the same segments in the market are less convenient. The mangers of the portfolio can
mange the risks and the barriers by volatility by investing in the companies which are at less
risks with a high quality. Higher risks are taken for the earning of high profits by investing other
than markets. Strategies are to be followed to avoid certain comparison of industries instead of
whole market (Brunk,2016). Actively managed fund are well organised for the purpose of
achievement of specific goals in management. There are many drawbacks in active management
are detailed
Drawbacks: The high quality company can undergo loss at any circumstances and the
choice of investments may result negative that are made by the fund manager. Due to constant
trading the increase in cost of transaction may be faced by the active fund mangers. The
manager of the fund may apply a risky theory for the portfolio of management.
Brand hierarchy: To grow the sales architecture of brand hierarchy must be made by
managing the effectiveness and efficiency of the Apple and Google (Kapferer, 2017). To avoid
the stagnant por paused sales there are multiple fundamentals in occurrence of confusions. The
another name of the brand hierarchy is also known for brand manager. The easiest and strategic
factor to avail business carried on within the organisation and also within Apple and Google The
bottom lines gets affected as the most of the organisations don't start products organising the
service portfolio. The nature of relation between the product is vague. By this way the
organisation gets panic about the results and gets a kick which directly affects the bottom line.
Establishment of strong product is hard until it is achieved and once the establishment is
achieved the development of stage of business is achieved. This proves as the way of
effectiveness in the process and planning of structure of product and acquiring the problems to
be fixed costly which are later as the rebrand of the product. Any organisation never wants to
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lose their clients and customers as well as profit, for this purpose they design the products again
by doing brand audit. The way to get back by brand audit which means getting on track with
organisations brand by offering of product (Renton, and et.al., 2015).
Brand equity management: In the literature of marketing, brand equity is defined as the
attempt-ion of relationship between the brand and the management. Brand equity's concept has
been explained in both in marketing and accounting's. Carrying a variety of meaning in the
concept of brand equity. Accountant's and the markets explains the meaning of brand equity in
different ways. Brand when sold or included in a balance sheet, the value of brand is estimates
as separable assets (Steenkamp, 2017). To measure the strength of the consumers which are
attached to the brands. The measures should be put to an conclusion by the organisation. By the
consumption of the product consumer has certain beliefs, attitudes about the brand. The
valuation of the brand should be done by going through the accounts of finance. The strength of
the brand should be maintained which describe about the alertness in the value of production and
objectives is to be achieved by the organisation or companies. The attachment levels are to be
measured to know about the consumer equity brand. This is attained by strength of the brand
which indicates about the loyalty of the brand. Strategic equity has the importance of brand
management. These managements are gives to get well known about the transactions of business
either actual or notional. To know about the strength based on the consumer encouragement
increase towards brand equity. But some matters remain unclear about the value add is to be
used which provides the description of brand and strength of the brand. Diminishing in the value
of the brand will decrease the value of the assets and the products. The management of brand
equity should be effective toward the performance for the functioning of the process of
marketing firm of Apple and Google (Kristal, Baumgarth, and Henseler, 2017).
The brand equity management of Google and Apple is shown below by using Customer Based
Brand Equity Model.
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Brand Identity: This is the first step taken in the brand equity management where the
management of both Apple and Google create awareness or bran salience in order to make sure
that the brand stands out and the customer can easily recognise their products. Here the
management of Google and Apple know their potential customers by conducting research and
comprehending their needs. The products and services than classified on the basis of customers
needs and preferences.
Brand Meaning: It is considered as the second step where the identification and communication
of brand meaning and the purpose which stands for it has been described. It is classified into
performance and imagery. Performance states the accomplishments of customers requirements
and imagery can be describe as the psychological requirement s of the customers. Customer
experience with Apple and Google brand products. Products and services should meet the
requirements of customers.
Brand Response: Brand response means the response given by the consumers. It is classified
into two categories which are feeling and judgements. The quality is being judged by the
customers. Credibility with three dimensions such as liability, expertise and trustworthiness.
Superiority of brand as compared to others.
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P4 management of brands in partnership both in domestic and global:
Partnership in brand in domestic and global: In partnership either it is domestic or
global all the activities to be performed by partners should be taken into concern mutually,
without hiding the facts for the growth of the business. The tips and tricks should be obtained to
lead the company or organisation. Some necessary steps should be decide mutually while
performing the functions of the company or organisation. There are some strategies in
partnership is to be followed for the effective performance in business. Using of these strategies
lead the business with the highest growth by opting name for brand. The service should be
delivered prominently to the clients or the consumers by following the proper rules and policies
and procedures for the achievement of objectives. The motive of profit will be accomplished by
the help of policies and procedures (Kristal, Baumgarth, and Henseler, 2017). Partnership should
be implemented by creating brand and direct marketing campaigns to get know about the
requirements of the consumers and plan accordingly about the execution of the objectives and
plans. The necessary strategies and tricks should avail between the partners are detailed.
Co-marketing: The marketing of the brand should be done by the partners involved in
partnership mutually. For the purpose of attainment of the set objectives. The thoughts and
views should be specific and clear so as to explain it to the consumers. This helps in the benefit
og increasing from fewer consumers to large number of consumers. Deals and plans of business
development drives the growth of the business. The process of communication should be
effective in such a way to promote the brand smoothly which will result in increase in the
number of the clients.
This achievement can be done by prior plan and preparation case the partnership
existence is in form of globally then the laws and procedures should be well avail by the partners
to avoid clashes in between the promotions of the brand (Carsana, and et.al ., 2017). The name
of the brand should be registered according to the laws, rules and procedures of each and every
nation accordingly. All the partners should participate eventually and progressively participate
in the marketing of brand or either as they decided earlier according to the rules and terms
mentioned in the registration of partnership act about the taking care of departments in various
places.
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Partners should be mutually beneficial: The partners either from domestic or global
should be benefited mutually according to the rules and procedures got registered earlier. The
benefits are shared as per the investment procedures.
The benefits are provided according to the sharing ratio of all the partners but this has to
be decided earlier to avoid clashes in between the carrying of brand. Where as the sharing ration
of globally should also be mentioned earlier at the time of registrations done globally. Partners
cannot shoe distrust while sharing the profits or benefits (Buil, Martínez, and Matute, 2016).
Any of transactions should not be hidden from other partners which create hindrance in
realisation of actual value of brand. Partners carrying business in globally and at domestically
should maintain the books of accounts in well manner.
Extension approaches and strategies of Apple and Google: In order to sustain in the
competitive market and fulfil the needs and expectations of the consumers, it is very essential
for the management of both Google and Apple to extended their approaches and strategies so
that maximum profits and brand reputation can be gained. The extension approach of Google is
to promote their products and services using the latest platform and trends to communicate with
the consumers. The extended strategy for Apple is to promote their products on any particular
event or date in order to get maximum consumer response.
Choose a partner align with your brand: It is very essential to make feel the clients
about partnership is at place. The clashes or barriers between the performance of partners should
not been taken out in front of clients as it create a bad impression on brand directly. The
departments should be segregated at the time for registrations to avoid clashes between the
partners while attending the consumer in the promotion of brand.
As the name of Apple and Google are famous for the execution of the performance in
specific places. Globally the partner should align to the brand in accordance to meet the desired
promotions at various place. Stability in all partners will show the positive execution of the
brand promotion and explanation about the views about the brand. For example the marketing
firm of Apple and Google about the effectiveness and efficiency in explanation about the brands
(Singh, and Uncles, 2016). The alignment with the brand help the partners to explain about the
looks and feel of the brand in positive way by describing oits nature, looks, and quality. As
brand is an intangible asset the existence is detailed with the necessity.
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Partners should be trust worthy: The partners should be trust worthy and remain loyal
towards the rules and procedures without creating barriers in positive affect of brand. Partners
either they are situated in domestic country or at any nation they should be exist without
discriminating the trust of all other partners. The agreement protects the partners by applying its
policies and procedures to all the partners by avoiding in certain cases that put an effect of brand
by destructing the achievements of brand of the Apple and Google and other organisations.
Partners situated globally for the promotions remain trustworthy for the achievement of
the success of brand. The policies and promotion process should be prevented by agreement in
terms of changing place and hands as the departments are set for the execution on bringing the
results in positive way of brand. The following steps should be appropriate relating to the
making of agreements either it is in domestic or globally. They are detailed further the dates and
the agreement should be effective according to the mutual consent of the partners. There are
provisions in the clauses in case any partners wants to get terminated from the firm. The
description about the funds payable are explained in the clause of partnership. The modes of
payments of funds are explained (Abrahams, 2016).
P5 Types of techniques for measuring and managing brand values:
There are certain types of techniques foe measuring and managing the values of brand.
To promote the brand in terms of public, private, profit and non profit organisation. There are
process to be followed by the organisations in terms of partnership or any kind of profession.
The owner of the business should be effective in making the strategic planning and promoting
the brand successfully in vision of the consumers including his own employees. The rights
should be registered about the brands in-order to get prevented from the competitors and the
rivals. By this method of registrations and agreements the brand gets prevented from copying of
name and also prevented from the confusions to be created among the consumers about the
existence of brand in variations. The followings are the techniques which, helps in measuring
and managing the brand awareness among the consumers (Burmann, and et.al., 2017).
Brand Measurement techniques for both Apple and Google: There are various measure and
methods used by the management of both Google and Apple to measure the brand value of the
organisation. Brand Keyword Tracking is used by both the organisation. In this method, the
management constantly track the branded keyword traffic to measure the impact of marketing
awareness initiative. Another method used by Google is direct traffic tracking. In this method
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the management tracks the number of customer who visited the number of users who open their
websites. Apple uses branded tweet tracking system by using social media platform Twitter. In
this way, both the organisation were able to track the brand value effectively and efficiently.
Branded keywords: These keywords helps in achieving the awareness initiative among
the consumers which, will help them in the recognition of the products and services. For
example the branded keyword and the organisation of marketing firm assumed in this report
Apple and Google is trustworthy among the employees and the consumers for the needs related
to designing, social media etc., Types of techniques for measuring and managing brand values.
The keyword helps the consumer to get the service done effectively and efficiently without
getting cheated from existence of same name and creating confusion in terms (Types of
techniques for measuring and managing brand values).
Direct traffic tracking: grasping the consumers in case of direct tracking. This means
access of consumers through browsers and bookmarks and social media. For example the
needed designs and the help of social media can be searched on the browser for the direct access
and bookmarks. Where all the links and the details with the address are provided to get visited
and get the needs to be fulfilled. The homepage helps in tracking the keywords of brand by
adding it and also it can be selected as favourite, as per the needs of the brand of consumers
which options are available for adding it to favourites and not likings as well. For example the
branded name of Apple and Google can be added as bookmark in browser for the rapid access.
The consumers find easy to go through the bookmarks and get the things needed accordingly.
Branded tweet tracking: the awareness of brand can be made by tweeting (@) in this
mark. Which can be followed by the clients easily whenever they need of any service is to be get
done. The organisation should keep tracking the tweets to know about the tweets so that the can
learn about the efficiency and effectiveness of the brand and also can look at the names of the
people liked their tweet (Balmer,Abratt,and Kleyn,2016). For example of branded tweet
tracking., brand of Apple and Google has liked by number of consumers and get shared
eventually about the knowledge of the tweet which raised the consumers and popularity among
the nations.
CONCLUSION
From the above report, it can be understood that identity given to a product at
marketplace is called as brand. There are close substitutes to many products and by the name of
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a brand, the product is differentiated. The existence of brand name creates loyalty, trust, faith
and demand by the consumers. In this context, the above file describes the importance of brand
and its key components related with the two business giants Apple and Google. It can be
understood that in partnership either it is domestic or global all the activities to be performed by
partners should be taken into concern mutually, without hiding the facts for the growth of the
business. The tips and tricks should be obtained to lead the company or organisation. Some
necessary steps should be decide mutually while performing the functions of the company or
organisation. There are certain types of techniques foe measuring and managing the values of
brand. To promote the brand in terms of public, private, profit and non profit organisation. There
are process to be followed by the organisations in terms of partnership or any kind of profession.
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