Brand Management: Strategies for Building and Managing Brand Equity

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Explanation of the importance of branding as marketing tool along with the ways it has
emerged in practice of business..............................................................................................1
P2. Analyse of components of successful brand strategy to build as well as managing brand
equity......................................................................................................................................3
M1. Evaluation of the aspects in which brands are managed in successful manner over time
with help of applying theories, models along with concepts..................................................4
M2. Application of appropriate addition to validated examples in context to organisation.. 5
TASK 2............................................................................................................................................5
P3. Analyses of distinct strategies concerned with portfolio management, brand along with
hierarchy equity management.................................................................................................5
M3. Critical analysis of portfolio management, brand equities together with brand hierarchies
................................................................................................................................................7
TASK 3............................................................................................................................................8
P4. Evaluation of the ways brands are managed in collaboratively manner as well as in
partnership at levels of domestic and partnership..................................................................8
M4. Critical evaluation on the use of distinct techniques that are used for leveraging together
with extending brands.............................................................................................................9
TASK 4..........................................................................................................................................10
P5. Evaluation of distinct techniques to measure together with managing brand values by
using particular organisational examples.............................................................................10
M5. Critical evaluation of various techniques to measure as well as manage brand values to
develop strong together with enduring brand.......................................................................12
D1. Critical evaluation to demonstrate comprehensive understanding of branding in context to
an organisation......................................................................................................................12
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is characterised as effective marketing function which is opted by
entities for enhancing perceived values of its brand along with product line over time. It enables
product prices to go up as well as builds loyal customer with the help of positive brand
associations, strong awareness about offerings and many more. Product, its price, packaging,
appearance and hence forth are some of tangible elements of brand management. Similarly,
intangible elements are categorised as experiences, relationships and many more that targeted
population have with the brand. To develop understanding about bran management, Cadbury is
considered which is a leading confectionery entity whose headquarters are situated in Unbridge,
UK. It operates in approx 50 nations having official presence to sell drinking chocolates, coffee
and other confectionary commodities (Cadbury, 2020). The managers of the entity are planning
to strengthen the brand in order to enhance market share and for this purpose, they have decided
to open its official outlets in Latvia in which it will sell its all the commodities to attract wide
population. The report demonstrates an understanding for the ways a brand is built and managed
over time. It further analyse how brands are perfectly organised in portfolios and ways in which
hierarchies are developed and managed. It also evaluates the ways in which brands are leveraged
over time in domestic and international level. At last, it evaluates some of techniques to measure
and manage brand values.
TASK 1
P1. Explanation of the importance of branding as marketing tool along with the ways it has
emerged in practice of business.
Brand is characterised as a design, symbol, name as well as other feature which helps
companies to distinguish their offerings from other ones that operate in same market. It is
majorly used in marketing, advertising along with businesses to gain recognition and creating
values in dynamic business environment. It is seen that the practice has emerged long time ago
and at large scale by the companies that execute activities and operations on multinational
platform for creating unique and distinguish image of the offerings. Branding is one of essential
marketing tool whose importance to Cadbury are the following:
Clearly deliver messages: Branding is the tool that helps marketers to deliver clear
messages to end customers (Branding as a marketing tool, 2020). In context to Cadbury,
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branding plays significant role in delivering clearly defined messages with appropriate marketing
strategy.
Expanding estimated worth: Branding also plays important role in enhancing estimated
worth of the company. Physical resources as well as number of employees do not contribute
huge in values of company in market as compared to the branding as tool of marketing. In case
with Cadbury, worth of business is seen through its branding equity in market.
Assist company to attract new distribution for its offerings: Branding as marketing
technique is significant for Cadbury as it provide valuable guidance with the help of which
multiple distribution channels are attracted to deliver products at local along with global scale.
Moreover, it helps in fulfilling customer demand as well as gaining high returns on the
investments.
Creates user loyalty: Branding is one of marketing tool is significant as it stimulates
audiences through presenting products in attractive manner that motivates them to make
purchase decisions and this creates loyalty among users. In association to Cadbury, branding is
important as it helps customers to purchase its confectionary products and develop loyalty with
the company.
Branding is emerged in business practice since long years ago. At centre of it, the main
role played in evolution of branding in business operation is identification of target audience.
Further, research together with study is next aspects that have gained sociological understanding
related to targeted customers and their demands and wants from commodities. All this involved a
procedure that played essential aspect in evaluation and development of brand in practices of
Cadbury. The first phase is determining target audience wherein managers of entity indulge
themselves in identifying needs and preferences of suitable market. After this, brand mission was
defined in which top management of company framed and defined mission statement as well as
embrace it to multiple channels (Balmer and Chen, 2017). Then the next work that was done is
research wherein potential companies that offer similar products was identified as well as major
decisions were taken to produce differentiated commodity that will be totally different from
those of rivals. Further, brand guidelines were determined in which managers states particular
guidelines to perform activities that will take the practices towards success. By following all the
procedures, managers of Cadbury worked to maintain consistency in all channels as well as
made them more recognizable. The last step was marketing brand with the help of suitable
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