Brand Management

Running head: BRAND MANAGEMENT
Brand Management
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1BRAND MANAGEMENT
Introduction
Brand management refers to analysis along with the planning that helps a brand in
making an impression on the market. Brand management requires that a company develops
good relationship with that of the target market. The different elements in relation to brand
management are product, price along with the packaging of the product. Zara is the name of a
retailer pertaining to clothing along with accessories which is based within Galicia. Zara is
the name of largest apparel retailer within the world (Zara.com 2019). Gucci refers to luxury
brand based in Italy pertaining to fashion along with the leather goods. Gucci has directly
operated stores that helps the company in selling the premium products of the company
(Gucci.com 2019). The primary purpose of this essay is to throw light on the concept and the
significance in relation to brand equity. The essay also throws light on the various ways that
can be used for the calculation of brand equity. The essay also discusses about Keller CBBE
model and the brand equity of Zara along with Gucci in relation to the Keller CBBE model. It
talks about the identification of the brands pertaining to that of Keller pyramid model and
provides recommendations that can help in enhancing the brand equity of the companies.
Brand equity
Brand equity refers to additional value that a product receives on account of the fact
that it is popular among the people. It is indicative of difference in the pricing which is paid
by a customer in the event of buying a product that is recognized over that of generic version
of that of same product. According to Rosenbaum-Elliott, Percy and Pervan (2015), brand
equity paves the path for the competitive advantage that helps in driving higher sales of a
brand. A company can differentiate itself from the other competitors in the event of having
the element of brand equity. It has been argued by Heding, Knudtzen and Bjerre (2015), that
the brand equity can be achieved in the event of a company having superior product along

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with excellent customer service. The marketing campaign that is employed by a company can
help a brand in attaining brand equity. The establishment of brand equity can help a company
in getting various kinds of advantages. It can help a company in enjoying higher amount of
revenue because the customers would be willing to pay more for the product of a company as
compared to the others that can help a company in having a consumer base that is large.
According to Atwal and Williams (2017), that the companies that have strong branding can
expand into various kinds of the product lines as customer trust in relation to a brand will
make the customers buy the new products that are created by the company. It helps in
increasing the sales along with the revenues of a company and it also lowers the costs for a
company. It has been found that the marketing cost of that of the recognized brands are low
as there exist many customers who know regarding companies. Brand equity can be said to
be important as it augments the brand awareness of a company (Jugenheimer, Sheehan and
Kelley 2015). The significance of the concept of brand equity lie owing to the fact that it
helps a company in reaching the marketing goals that can help a company in earning a large
amount of revenue.
Calculation of Brand equity
The brand equity of a company can be calculated with the help of brand awareness.
The customer knowledge in relation to the products along with the services can help in the
measurement of brand equity. According to Zenker and Braun (2017), the surveys along with
the focus groups can serve as important methods that can help in the measurement of brand
equity. The preference of the consumer acts as powerful factor that helps the customers in
making the purchase decisions. It has been argued by Burmann et al. (2017), that the
customer based model in relation to the brand equity helps in bringing out the attitude of the
customer in relation to a brand that can account for the success of a brand. It is designed in
the form of a pyramid that helps in laying foundation that helps in the creation of positive