Brand Management and Portfolio Strategies

The provided report explores the importance of brand management in operational functions, relationship development with target markets, and measuring brand performance. It discusses various brand portfolio strategies, including Keller's Brand Equity Model. The document also evaluates brand management collaboration at international and domestic levels, providing techniques for measuring and managing brands in the market.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Description on the importance of branding as marketing tool and how it is need to be
managed. ....................................................................................................................................1
P2 Define key elements that regards to successful strategy of brand for making and managing
brand equity. ...............................................................................................................................3
TASK 2............................................................................................................................................6
Analyse the different strategies of portfolio management, brand hierarchy and brand equity
management. ..............................................................................................................................6
TASK 3............................................................................................................................................9
P4 Description on evaluation of how brands are managed collaboration in partnership at both
domestic and global level. ..........................................................................................................9
TASK 4..........................................................................................................................................10
P5 Define various techniques for measuring and managing brand value using specific
examples....................................................................................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
This the process of maintaining, improving and upholding a brand so that image can be
sustained for longer period. It is inclusive of developing a promise, making that promise and
maintaining it (Beverland, 2005 Gertner and Kotler, 2007). This is process that is helpful for
creating and sustaining brand in the market. The foremost aim of branding is to convey brand
message in terms to creation of customer loyalty. The present report is based on business
activities of Apple, It is multinational technology company designs and develop smartphone, I
pad, Mac and personal computer etc. This is one of the most global leading brand.
The report will look over the things as are overview of brand and brand equity,
importance of branding as marketing tool, Brand portfolio and hierarchy management and the
strength of brand that can be leveraged. Lastly, the evaluation on various techniques used for
measuring and managing the brand will be helpful in terms to create and develop greater
sustainability.
TASK 1
P1 Description on the importance of branding as marketing tool and how it is need to be
managed.
INTRODUCTION
The term “Brand” is power that aid to show variation between the product and services.
Thus trade name management can be involved in analysing and outlining that how brand is going
to be perceived by the target audience in market. The good brand strategy puts its major focus
over company needs in terms to become the successful in market. This is the ongoing process
that is involves of maintaining consistency around the brand and it works as to delivering
satisfactory value to the customers (Renton and et.al., 2017). In addition to this, consistency is
key in the competitive market. With help of application of number of theories and models, it is
possible to manage the strong brand image in market. In addition to this, increment in
profitability and productivity is one of the main concern and it is helpful in order to creation of
differed image in the market. Furthermore, it can be stated that efficiency of the brand strategy
correlated with wide rand of customers that helps to frame strategic branding plan. Successful
branding helps to results in recognition, desire, trust, customer loyalty and ultimately leads to
enhance long terms sustainability in the market. It is kind of analysis and planning that helps to
1

perceived in the market for the longer period. There are number of tangible elements that
inclusive in brand management and in product itself like look, price and packaging etc. In
addition to this, there is presence of key characteristics and attributes of products in market.
Under this, there are numerous number of segmentation as are Geographical market, co-branding
and brand licensing. This all will be helpful in order to develop effective brand image with help
of keeping the wants of the customers.
MAIN BODY
The individuals tends to purchase from the enterprise that is polished and legitimate. In
this, it can be said that the new launches of commodities and lot of excitement in the mind of the
customers. In addition to this, effective working and quality products will be helpful for the
customers in order to create better product and services. This kind of activities will also be
helpful in terms to managing satisfaction of customers. Apple is the brand that is founded by the
Steve jobs, this firm has positioned in terms to provide and manage the superior quality so that
all things can be managed in the effective and efficient mode (Singh and Uncles, 2016).
Furthermore, strong brand provides sense of purpose and it also provides direction to the
employees. Thus, Apple is firm that launches its new addition once in the year and it creates the
buzz in market due to maintaining strong brand image in the eyes of the customers. In this, name,
title, target customers, logo and positioning etc. will be considered as managing the brand value
in the market. Apple is considered as one of the top most brand and it must have various
innovation in products and services and it creates the lot of excitement in mind of customers.
There must have reduction in negative aspects of the enterprise so that each things can be carried
out in the effective and efficient manner.
CONCLUSION
Thus, it can be concluded that greater devotion of the entity will be helpful in terms of
building value of brand and it also aids to have better financial return from its efforts. The better
and long term brand sustainability will be helpful to have better financial return from its efforts.
This the effective terms in order to guarantee the future to enterprise.
Brand is the term that represents the perception of an individual as company in manner as
customer service, reputation, advertising and logo. This kind of activities will be helpful in order
to build strong brand positioned in market. In this, it must be sure that customers are needed to
2

satisfied with quality of products and services. This is one of the effective term that leads to
create effective brand image in the eyes of the customers.
P2 Define key elements that regards to successful strategy of brand for making and managing
brand equity.
The brand equity is the term that is helpful in terms to build uniqueness of product and
services in the market. With help of managing it successfully it is possible to find out the exact
position of product in market. This will be helpful in order to enrich the growth of the enterprise
so that things can be undertaken effectively.
The brand equity is total of the additional value to the product and services because of
trade name. In addition to this, brand equity is one of the added value in terms to building
distinctive products so that all other things can be undertaken in effective manner. Thus, brand
association is something that helps to promulgate the ideas with Gaze deep into the product and
services of the firm (Nasab and Abikari, 2018). The Apple has many kinds of the products but it
is one of the clear market leader in Smartphones. With help of application of CBBE model the
successful strategy of brand equity can be produces. These as are-
Keller's model of the brand equity must be considered as CBBE model and it also known
as customer based equity model. In this, firm has taken various initiative in order to create long
term image in the mind of customers. With the use of this kind of model, it is possible to make
the customer happier and to start gaining competitive image in the eyes of the customers. Brand
equity is one of the most holy grail in subject of branding. Thus, one of the ultimate aim of
branding in order to enhance the brand equity of the enterprise. It results in maintaining the
positive brand equity and has greater chance of acquiring and sustaining customers. With the
help of the use of brand equity pyramid or the CBBE model must be implemented by the Apple
in order to create successful strategies in market and it is defined in the following manner as are-
3

Illustration 1: CBBE model of brand equity
(Source: Keller’s Brand Equity Model, 2018)
Level 1- Brand identity- Brand identity is the term that allows customers to look up and
distinguish each brand from another. This means that how brand will defined itself in the eyes of
the customer's. It is the term that must be build effectively in order to aware the customer about
the products and services (Lasne, 2017.). The Apple has been successful in terms to build
stronger brand identity so its creates the better image in eyes of customer's. There are number of
the companies that spends billions on advertising and creating awareness to target the customers.
Thus, this values are being communicated directly to customers so that better sustainability can
be maintained.
Level 2- Brand meaning- This is the second stage in this customer already became aware about
the brand in market. He must have idea that whether the brand is reliable and good to use over
4

the long period of time. Thus, second level of brand meaning for customers defined into two
parts as are-
 Brand performance- In this, the performance of the brand is essential for the customers.
There are number of companies like Samsung, Bosch etc. have become what they due to
performance over the time. There are five other factors whose performance must be
considered as are- product features, product reliability, customer service, style and design
and pricing of the product or service (Romaniuk, Wight and Faulkner, 2017).
 Brand imagery- In this term it can be said that the targeted marketing and word of
mouth can work as to build strong brand image of brand. The building of successful
brand strategy will be achieve in terms to target the market.
Level 3- Brand response- At this level if customer uses to buy product, he uses to build
expectation towards brand and its purchase. If expectation of buyers met then customer's uses to
be happy and feel positive about the brand. It is term that generates huge word of mouth and turn
customers to become brand advocate. Hence, the brand response is higher up in this Pyramid.
To be based on various experiences of the customers they work as to build positive and
negative judgements towards the brand and to respond quickly so that effective image can be
sustained for longer period in market.
Level 4- Brand Resonance- This stage is assistive in terms to convert the brand response in
terms to create intense and active loyalty relationship between customer and brand.
The brand advocate is the one that has reached the final level of Brand equity pyramid in the
CBBE model. The Apple is among that brand that reaches to this level. There is huge social and
psychological connect of the brand with the customers. There are number of the factors for the
brand resonance as are-
 Behaviours
 Values and attitude
 Engagement of the customers
 Connection and feelings.
Hence, it can be concluded that Keller's brand equity model is one of the effective tool that
stages the brand along with building brand image effectively. Thus, it is helpful in terms to hve
5

loyalty, attachment, community and engagement. With help of it, this is possible to create brand
recognition in market successfully. Furthermore, it is effective step in terms to develop the
effective brand in market.
TASK 2
Analyse the different strategies of portfolio management, brand hierarchy and brand equity
management.
The proper formation of the strategies will be assistive in terms to make the effective
portfolio management. This kind of activities will be helpful in terms to create the effective and
proficient competitive market. In addition to this, healthy competitive market will be effective in
order to create the positive brand image in the eyes of customers.
Portfolio management strategies-
The portfolio management strategies refers to that kind of approaches that are applied for
the efficient portfolio in terms to generate highest possible returns at the lowest possible risk.
Under this, there are two basic approaches of portfolio management as are-
Active portfolio management strategy- This is based on the relies on the fact that particular
style of analysis and management that generates the returns that can beat the market. It is term
that involves higher than the average cost and also stresses on taking advantage of marketing
inefficiencies (Daugherty and et.al., 2018). There must be implementation of advices of analyst
and managers who must works as to make proper evaluation of market for presence of
inefficiencies. This strategy involves the following things that as are-
 Top-down approach- In this kind of approach the manager works as to observe the
market as whole ad decide about the industries and sector that are taking initiatives to
performed well in market.
 Bottom up- Under this kind of approach, the market conditions and expected trends are
must be ignored and evaluation of firm must be based on strength of the commodities as
financial statements or any other kind of criteria. With help of it, firm can operate its
business functions effectively as per prevailing market and economic conditions.
6

Passive portfolio management strategy- It is management that relies on the fact that marketers
are efficient and not possible to beat the return over the regular period of time. Under it, passive
management approach of portfolio management should considered following as are-
Efficient market theory- The Apple uses this approach as this theory relies on the fact that
information that affects the market is immediately available and processed by all investors. In
addition to this, such information must be considered in evaluation of market prices. The market
averages cannot be beaten consistently.
Indexing- The index fund are to be used in terms to taking the advantages of efficient marketing
theory and creating the portfolio effectively. Thus, index fund can offer benefits over the actively
managed funds. In addition to this, there are other active and passive portfolio management
strategies as are-
 Patient portfolio- This involves in making investment in well known stocks. In addition
to this, investors buy and holds stocks for longer period. There are majority of stocks that
represents classic growth and those all things generate higher earning fro the longer
period. In addition to this, Apple has considered this approach to bring the greater
efficiency in performance.
 Aggressive portfolio- This kind of the portfolio works as to make investment in
expensive stocks. It provides good returns and big rewards accordance with carrying big
risk. There are differ sizes that are rapidly growing and expected to generate annual
earning over the few years.
 Conservative portfolio- It is the kind of the portfolio that is involving of the collection of
stocks after observing the situation as reruns of market, earning growth and consistent
dividend history. The Apple has adopted in order to earn long term of sustainability and
profitability.
Brand Hierarchy management- The brand is name that helps to person in terms to product and
services. With help of it, the potential customer in the market can be targetted. This summarizing
of the brand strategy that works as to displaying the number and nature of common and
distinctive brand elements across the entities (Plumeyer and et.al., 2017.). This will be effective
attempt in order to use corporate brand equity so that there can be effective brand recognition.
7

Thus, Apple need to be follow strict hierarchy management wit help of giving equal authorities
and responsibilities to the employees so that they can be able to conduct the operations in order
to maintain long term sustainability.
Brand equity management- There are number of the way that is assistive in order to manage
the brand in market effectively. In order to manage it effectively, the number of models and tools
must be used so that there can be effective management of brand in market. It is function of
customer choice in market place (Romaniuk, Wight and Faulkner, 2017). Thus, there are
number of the factors that helps to contribute brand equity in following ways as are-
 Brand as product- This will help to consist the product scope, attribute, quality and value
of the commodities in market.
 Brand as organisation- This process will be inclusive of organisational attributes to form
the each function in the expertise mode.
 Brand as person- This is also one of the effective step as it will be helpful in order to
understand the customer brand relationship and brand personality.
 Brand as symbol- This is the step that works as to frame the image as visual imagery and
metaphorical symbols to conducts things in proficient mode.
TASK 3
P4 Description on evaluation of how brands are managed collaboration in partnership at both
domestic and global level.
Apple has strong presence in the market due to its high quality commodities and services.
The one of the main aspect is to deliver the good services to the customers so it is possible to
build competitive business environment (Daugherty and et.al., 2018). Thus, quoted firm is the
one of the organisation whose product is differed from one sector to other. In addition to this,
collaboration and and partnership both are two effective strategy that helps to build strong
position in market. At the internation and the domestic level it is crucial to manage each and
everything in collaborative manner. In this term, Apple company should follow some approaches
and strategies with help of which they can perform their business function expertly. In addition
to this, the strategies are to be defined in following manner as are-
8

Innovation and creativity- With help of producing product in innovative and creative manner it
is possible for the entity to deliver better and attract the customers. This is one of the effective
approach that firm can operate its business in the excellent mode. This kind of approach, there is
possibility to develop strong position and to build competitive advantage in business
environment (Gertner and Kotler, 2007). With help of it, firm as Apple can able to deliver
something special and innovative to satisfy customer's for longer period. Thus, innovation and
creation strategy at the global level will be helpful to attract the customers for longer period.
High quality of product and services- The leading firm as Apple is taking initiatives in terms to
manage and in partnership the product with the terms of delivering the high quality products.
This enterprise should always puts its major consideration over quality of product and services so
that the requirement of customer must meet. This firm is undertaking the various effective
techniques and measurements as Total quality management, lean production and six sigma etc.
this all leads to have enhancement in quality of services and the output. This kind of things are
assistive in order to manage the brand image in the eyes of the customers.
Expansion of business- This is one of the effective approach that helps the Apple on bot global
as well domestic level. The expansion can be done systematic mode with help of focussing over
the quality of products and services (Plumeyer and et.al., 2017). With help of expansion of firm
in the several countries, the enterprise can able to develop its strong position in market and earn
maximum amount of profitability and market share.
This kind of approach will be proficient in terms to build successful things in market for the
longer period. The expansion can be successful if the firm is taking it services in the manner as
to diversify the product and services and to have expansion of the business function in market.
Create new market- This one of the effective approach, Apple should focus over expanding the
business efficiently. With help of creation of efficient networking and connectivity with the
customers. The enterprise can works as to identify the queries and resolve it. This will be of the
effective in order to build strong networking in international and global market.
TASK 4
P5 Define various techniques for measuring and managing brand value using specific examples.
There are numerous techniques that will be assistive in terms to measure and manager the
brand as one of most leading brand as Apple. In this tern, there is need to take initiatives that
helps to manage and analyse the brand in market (Portfolio management strategies, 2018). Thus,
9

systematic measurements and managing the brand will be core essential in order to builds and
manage the brand in market. In addition to it, there are number of techniques and factors that
aids to manage and measure the value of brand as Apple. Thus, discussion has been defined in
following presented manner as are-
Brand value- The term brand value can be defined as premium that helps the firm in order to
generates product and services with a recognizable name. In addition to this, the firm need to
make creation of brand equity for product and services by making them in memorable, easily
identifiable and superior in quality and reliability. On the other hand, it can be stated that brand
is intangible assets to the enterprise that will be assistive in terms to differentiating firm value
and market value. In this term, it can be said that brand value is also known and brand equity.
Brand awareness- This is term that helps to measure potential customers ability in order to
recognize brand image with help of certain product and services. This will spread with the help
of both inbound and outbound marketing efforts. Thus, target market and brand awareness is one
of the foremost prime goal so that there can be long term sustainability. In this, better initiatives
must be taken in order to aware the customer about the uses of the brand in market. Furthermore,
it can be said that creation of brand awareness is one of the essential step in order to promoting
and marketing the commodities. This is very crucial element because it is helpful in terms to
stand out above the competition. It is that extent with help of it, consumer can able to identify the
brand in market.
Market share- This is the percent that will be helpful in order to build competitive advantage in
the market. Thus, brand, company, organisation and group will be core element in terms to run
the things in the effective manner (Beverland, 2005). The higher amount of market share will be
helpful to attract the customers.
Purchasing intent- This is also effective term that helps to define the purchasing of products in
market. In addition to this, the effective purchase of products tends to build grater awareness in
mind of customers. It is term that is beneficial in order to build strong and competitive brand
image in the eyes of the customer's.
CONCLUSION
Based on the above report it can be concluded that managing the brand is one of effective
tool that works as to conduct operational functions systematically. It is one of the effective
10

analysis and perceived in market that work as to develop good relationship with target market
and it is essential for brand management.
The present report has covered the business activities of the Apple. In this report, the
strength of brand manager has been conducted that how it effective in order to raise awareness in
mind of customers. Furthermore, report has cover the following things as are brand portfolio
strategies, importance of branding as marketing tool , evaluation on how brand are managed
collaboration at international as well domestic market and numerous techniques for measuring
and managing brand in market. This all has been conducted in order to determine the impact of
barding on the product and services of the enterprise.
11

REFERENCES
Books and Journals
Beverland, M., 2005. Brand management and the challenge of authenticity. Journal of Product &
Brand Management. 14(7). pp.460-461.
Gertner, D. and Kotler, P., 2007. Country as brand, product and beyond: a place marketing and
brand management perspective. In Destination Branding (pp. 55-71). Routledge.
Renton, M. and et.al., 2017. Erratum to: Finding fit: An exploratory look at SME brand
orientation and brand management in the New Zealand food and beverage
sector. Journal of Brand Management. 24(2). pp.209-209.
Singh, J. and Uncles, M., 2016. Measuring the market performance of brands: applications in
brand management.
Nasab, S.M.T.I. and Abikari, M., 2018. The effects of companies’ social irresponsibility on
consumers’ negative emotions toward the brand and their behavior. ASEAN Marketing
Journal. pp.111-124.
Lasne, N.K.M., 2017. Evaluative Language in English and Chinese Business Communication:
An Appraisal of Text Producers’ Persuasion. Transforming Contexts. p.33.
Romaniuk, J., Wight, S. and Faulkner, M., 2017. Brand awareness: revisiting an old metric for a
new world. Journal of Product & Brand Management. 26(5). pp.469-476.
Daugherty, T and et.al., 2018. Measuring consumer neural activation to differentiate cognitive
processing of advertising: Revisiting Krugman. European Journal of Marketing. 52(1/2).
pp.182-198.
Plumeyer, A and et.al., 2017. Measuring brand image: a systematic review, practical guidance,
and future research directions. Review of Managerial Science. pp.1-39.
ONLINE
Portfolio management strategies. 2018. [online] Available
through:<http://www.portfoliomanagement.in/portfolio-management-strategies.html>.
Keller’s Brand Equity Model. 2018 [Online]. Available through:< http://www.free-management-
ebooks.com/news/kellers-brand-equity-model/>.
12

13