Brand Management Strategies Analysis

This assignment involves a comprehensive analysis of brand management strategies, drawing from various theories and models presented in the given sources. Students are required to examine the role of corporate social responsibility, perceived quality, reputation, place branding, brand co-creation, experience, affective commitment, loyalty, counterfeit prevention, and ethical management on purchase intention, brand loyalty, and overall brand success.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1 Importance of branding as a marketing tool and the way it has emerged in business
practice ..................................................................................................................................3
P2 Key components of a successful brand image building and managing brand equity.......5
SECTION 2......................................................................................................................................7
P3 Different strategies of portfolio management, brand hierarchy and equity management. 7
P4 Management of brands in collaboratively and in partnership...........................................9
P5 Different types of techniques for measuring and managing brand value........................11
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is the procedure and activity of assessing and designing how an
organisation perceive a brand in the whole market. The main elements of managing a brand is
improving and establishing a better image of enterprise among the target group and market
(Annie Jin, 2012). The management procedure contain various intangible as well as tangible
component in which tangible includes the packaging, physical appearance, costing and other
elements of a services and product. On another side, intangible elements of a company consist of
consumer experience of clients after the utilisation of products and service that portray
recognition of brand. It is a paramount process which avail in gaining more market share along
with enlarging the range of organisation market area. Thus, the entire procedure highlight the
organisation in the whole market. This report will relay on the major beverage of cold drink
brand Coca-Cola which is consider as the largest beverage company in United Kingdom, based
on Americas, retailer, non-alcoholic organisation. This assignment will evaluate the brand
management tools along with marketing tools for meet the demands and needs of organisation.
SECTION 1
P1 Importance of branding as a marketing tool and the way it has emerged in business practice
This is required for understanding the value of management of brand, this is essential for
an organisation like Coco-Cola to consider the requirement and concept of brand. A brand can be
refer as the service, product, concept which eliminate the organisation as a unique brand among
public as well a create a unique recognition (Balmer, Liao and Wang, 2010). Brand management
and establishments is a procedure which is more valuable in the market as this help in expansion
of small of large business organisation. It can be said as endowing of services and products along
with power of brand. This render the products meaning through supporting them with label of
certain enterprise or logo by which name people like to make the purchase decision of specific
service. Thus, this process is helpful for both enterprise as well as consumer in effective
functioning. Brand
This assist the consumer in commodities and services manufactured by an organisation
according to their demands and choices. Hence, this can be claimed that symbol of brand is the
logo which presents a mental sign in the perception and minds of people The brand management
is a very crucial and paramount procedure as this helps in increment of sales in products and
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services. According to Association of American Marketing, a brand can be referred as the sign,
design, term, symbol or name that is also knowns as interesting services combination along with
products identification for one to other group of trader and eliminate them from other traders or
seller.
Brand Equity: The major elements of creating a strong perception is brand equity
management which Coca-Cola is managing in order to keep creating the value of company
among customer. This term refer to the premium value which an organisation manage from a
service along with well-known name while generic equivalent comparison (Baumgarth, 2010).
By the assistance of this procedure, Coca-cola have successfully been able to deploy its business
overall in the global trade. Brand equity can be built on which consumer's direct services and
products experience. Brand equity can be carried out to create loyalty and dedicated that can
deliver beyond cost or the occasional service and product. This can be defined as the quality
which inspires consumer to suggests their colleagues and friends. Hence, it regard of managing
this, brand equity plays vital role in the management in the marketing.
Thus, one of the major and leading merits of the brand management procedure is to offer
venture opportunities to distinguishes the form of products production in the recent market.
Moreover, the administration has their own importance in the tools of marketing that can be
consider as from some of these elements:
 Brand Provide competitive edge: It is paramount for each and every organisation to seek
the available resource sum for building a better industrial competition in order to attain
the set aims and objectives of Coca-Cola. For this, an organisation has executed a new
strategy known as 'One brand' in order to achieve the target audience and meet
competitive edge in effective way within the certain period of time.
 Brand Support constant asset: Brand management helps in receiving and making
alternation in system through using various techniques to whole organisation along with
their stakeholders. This it assist a company in sustaining in the industry through meeting
short and long term goals and objectives. One of the major sustainable resource is
trademark that can aid in the respected organisation and has been facilitating growth
since past few months and years (Bergkvist and Bech-Larsen, 2010).
 Support to Economical Value: A company is eliminated on the two different basis in
resources terms which is tangible and intangible. Coca-cola is large organisation which
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has nearby $67 million s well as more value in market according to the previous
evaluation of market which is approx. 54% of the whole market share. Hence, the
procedure also aid in meeting the image of brand in ideal manner.
This can be noticed that a brand and products is different terms from each other as people
feel fuss while listening both terms. Both have the same concept but the brand stands for
uniqueness and product is general. Under is highlighted the major distinguishes between both:
Brand Logo Product
It is the unique and distinct terms that reflects
some specific services and products
positioning in the market. Such as Coca-Cola
is most preferable company while it comes to
beverage (Braun, Kavaratzis and Zenker,
2013).
Services and products means the combination
or set of some attribute merchandise by an
organisation for gaining the determined
outcome and mission along with satisfying the
client's demands.
Other enterprise in trade can only the products
but only in form of substitute of them.
It render the copy permission of services to any
firm as their major services due to lack of
copyright policies.
This is known as the intangible components
which creates a different market and consumer
perception among the minds of consumer.
These are considered as tangible elements as
comparison to brand.
Branding has a wider role in the accumulation, formation and management of marketing
strategies within a working organisation as this deliver various advantages to the company.
Coca-Cola can introduce their brand through the assistance of effective marketing strategies but
on other other hand, the brand management can aid the marketing strategies in adopting and
disseminating their message on wider context. Here are mentioned some of the major benefits
discussed as below: Loyalty and Recognition: The major branding benefits is that consumer are more likely
to recall brand of Coca-Cola. Through the help of branding techniques, company can
achieve wider market range and attention of consumer along with earning loyalty and
recognition of brand in more efficient manner.
5

 Image of Size: Strong brand recognition can be established through the management of
brand and attracting wider consumer context in more wider way.
 Brand Quality: Though the help of this, marketing strategies is availed more quality of
their performed activities as well as can assist in managing quality of enterprise in more
profitable manner.
Hence, there are several different ways through which an organisation like Coca-Cola can
manage their brand recognition and brand equity. This is essential to grow a product in different
category and it should be associated with certain reputed brand name. The through leveraging
expertise celebrity, shifting the existing product form and change the entire strategies, company
can develop and grow their brand equity.
P2 Key components of a successful brand image building and managing brand equity
Marketing essence is to build and project a proper and strong brand image. A brand can
be refer as service and products which is different on the basis of some basic parameter. Though,
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Illustration 1: Development of Coca-Cola Brand Equity
Source 1: Development of Coca-Cola Brand Equity, 2018

it is easier to make and maintain proper brand recognition in order to achieve the business
objectives, this is essential to understand the vast difference between both strong and weak
brand. Strong brand are focused over the certain audience but the entire target segments. They
have uniqueness in the value proposition term which delivery consistency while promise. Weak
organisation and brand often focus over the consumer and assign low budget in the marketing
and promotion. Weak brand aims over the quantity beside the quality of services which can lead
which lead them more weaker as consumer shift to those enterprise which can lead their
consumer dedication shift to more better brands. Equity of brand refer to the commercial
importance of an organisation which can consider as the perception and experience of an branded
organisation or certain services or products itself. Thus, for managing and building the brand
equality, enterprise need to organise or produce products and services quality to their buyers or
potential consumer. For example Coca-cola optimise the cold-drinks and other soft beverages. In
order to strengthen the brand management strategy, it is paramount for enterprise to undertake
the several elements of brand that can aid in supporting the products according to this. Therefore,
firm has been successfully maintaining their brand equity as the demands of organisation buyer
has been increasing each and everyday (Burmann and König, 2011). For understanding the brand
management strategy, it is required to undertake the several brand management elements that aid
company in supporting and managing the services on the basis of this. There are few main
components that exist for managing equity of brand are mentioned under: Target Audience: This is the major expansion and development concept for marketing
and strategy of branding according to organisation. The major focus of Coca-Cola is
teenagers to youth between the age of 12-30 years along with business person and family.
Though, the company does not specifically determined a target audience. Brand Promise: This is main elements that refer to the organisation's message conveyed
to their audience for making or persuading them in order to make the decision of
purchase. The company has the new branding strategy which called 'One brand' that offer
the buyer product selection opportunities on the basis of their interest and preferences
(Freling and Forbes, 2013). Brand Perception: Perception defined to positioning brand among their clients and
consumer. Coco-cola has determined these brand in entire market along with more than
150 countries which has been enlisted the company as their favourite brand.
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 Brand Voice: This term referees the way of organisation speak or communicate people.
The organisation always optimise the joyful terms such as drink, enjoy, always that has
transformed toward the new line which has changed as 'Open Happiness' that stimulate
buyer for purchasing their products to buyers.
 Brand Value: The organisation has been increased in market which has become as 3rd
rank and the value of brand is more than $73.1 billion in market.
Thus, technique of branding is indispensable for a business to sustain and increase in the
competitive industry that have helped in building procedure more simpler and better but
complicated to manage the organisational brand as wrong influence of enterprise can ruin the
enterprise's image (Gatti, Caruana and Snehota, 2012). Behaving like Asset: This is one of the major issues which a company like Coco-Cola is
facing while developing in the organisation which required to focus over their financial
gaols achievements along with the recognition of brand management of company by
utilising the effective media. Creating brand-portfolio strategy: It is very important to create an effective and certain
brand portfolio through which an organisation such as Coca-cola can highlight their
positive elements over the negative influences. For this, it is the problem to determine the
mission and vision of organisation in specific manner that is required to maintain through
Coca-cola.
 Enough securing of Budget: It is the issues for organisation while managing brand
development strategies that to set the limited organisational resources on the basis of
unlimited organisational requirements along with the promotional and marketing
activities. Coca-Cola have spend a huge part on their income and revenues along with the
corporate social responsibilities which have led organisation toward the better activities
of promotion (Hanna and Rowley, 2011).
For meeting the required image of brand, the company can face issues an challenges
while developing a better brand image. It is not easy procedure to build the constantly
development and goodwill of organisation in the competitive market as there is high and strong
competition after the globalisation and open market in several nations. Brand equality approach
is also popular as the CBBE model that refer to the consumer based equity of brand. Here are
mentioned some stages which is followed by Coco-Cola and Pepsi which is discussed here:
8

 Level 1: Identification of brand: This can be referred as the consumer who is identified
as the brand as well as how they eliminate each brand from each other. In this stage
consumer will identify the services and products. Level 2: Meaning of Brand: In this stage, the organisation communicate a proper
message manage brand equity and awareness among the consumer and people.
 Level 3: Response of Brand: In this stage, the organisation builds as well as analyse the
recognition and positioning of brand among the consumer which are opting the services
and products of enterprise. This is often associated with feeling and judgements of an
individual.
 Level 4: Resonance of brand: In this phase, the enterprise such as Coca-Cola and Pepsi
need to build and proper strong relationship within the marketplace and among consumer.
9
Illustration 2: Stages of CBBE model
Source 2: Stages of CBBE model, 2018

Brand management is the process of balancing strategies and plan for Coca-cola for
varying their internal structure within a specific time period. For evolving and managing a brand
over a period of time, Coca-Cola require to utilise the reinforcements strategy in ideal way. The
process need to manage reiterate, recall and reinforce the organisation among the minds of
clients for remaining in their perception for a longer period. For this, Coca-Cola keep modifying
their internal structure, logo, sign, tag-lines. For example journey of Coca-Cola from “Thirst
Knowns no season” to “Open Happiness”. For the brand reinforcement, the organisation can opt
the various activities of marketing and promotional like ads, campaigns etc. Here are major two
terms which is being managed by Coca-Cola and Pepsi for their sustaining and development
within the competitive marketplace: Brand Reinforcement: This mainly aims over the brand equity management through
keeping the enterprise recognition alive among the potential and existing organisation
consumer. Both companies use this approaches for managing their consumer values
through opting effective strategies.
 Brand Revitalization: This is the marketing strategy i.e. adopted when the service or
products reaches the major life-cycle and maturity level of products along with benefiting
the fallen drastically. This is one essential attempt to existing the service back in the
marketplace along with securing the equity of sources.
SECTION 2
P3 Different strategies of portfolio management, brand hierarchy and equity management
The process of labelling and brand management aid in generating and sustaining effective
relation among the consumer and products that is supported by a company for a longer time
period. Hence, this lead to increment and rise in the share rate in drastic way that support the
organisation's market share along with better organisational productivity (Hanna and Rowley,
2013). But, for managing this, it is essential to manage the brand equity by maintaining and
managing brand. Through this, organisation can achieve their made promises which they have
been used as the voice of brand before launching the specific service and product. There are two
major different terms i.e. brand of house and branded hose which are essential terms that is
being used while brand management. Branded House: With a strategy of branded house, the firm itself referred as the brand
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which create a very strong brand both easily memorable and recognisable. Such as
FedEx, Apple, Google etc.
 House of Brands: opposite to the branded house house of brand refer to the sub-brands
which are promoted and featured beside corporate brand or company. Company
hierarchies are more complicated in such matters.
Coca-Cola is functioning in the distinct portfolio to structure as the strong presence of company
in market on the global market. The organisation has come up with new strategy of port-folio
recently, carried new style, range, design and strategy of marketing in the industry worldwide.
Here is the new brand-portfolio of Coca-cola which is discussed under:
Portfolio Strategy of Brand
When a large organisation use this plan and strategy to operate in huge marketplace then the
brand, services and organisation, management of brand-portfolio is the suitable and best
technique for this. According to the concept, Coca-Cola render or market various services and
products types such as Thumbs-ups, Fanta, Sprite, Maaza and many others. Here are mentioned
some specific terms for which the respected company can use schemes and programs which is
mentioned as below: More Work Efficiency: Several tools and techniques are efficiently used by company to
change the business operations that can be met in efficiently. The outcome of this can
aid Coca-Cola in dealing with numerous deliverables in lower cost (Hatch and Schultz
2010). Business Investment: As per this, Coca-Cola should be able to meet the investment
fund return through the assistance of business operations. For achieving these,
organisation should concentrate over the marketing, advertisements, and promotional
activities for meeting the outcome. Through this, Coca-Cola can easily convey
awareness of firm among huge consumer amount across UK and other nation's trade. Driving revenues and benefits growth: With purpose of reinforcement of company, this
focus over commodities design. This builds a positive outcome through reconfiguring
the goodwill of organisation and renew the positioning of company. The recent market
strategy is “One Brand” for meeting the design, concept , style of presentation and
packaging.
Hierarchy Management: Coca-Cola
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Umbrella Brand: This concept of Umbrella technique according to which single brand name is
used for trading the services for one time and more. Coca-Cola can opt this plan and they can
enjoy the brand equity in positive style. This relay on expansion and distinct of brand because
the umbrella strategy branding includes goods and service marketing under the single name of
brand (Iglesias, Singh and Batista-Foguet, 2011).
Products: Coca-Cola deals a wide range of products, in which majorly they sell beverages of
distinct taste and choice like Sprite, Maaza, Fanta and other. The organisation has different
marketing and promoting techniques for every products which at last help in establishment and
attracting in the certain share of market.
Pepsi Co:
Umbrella Branding: It includes of single name of brand according which the activities and
techniques of marketing is being utilised. The respected organisation is using the strategy for
selling several products and services under the one brand name.
Products: It includes the various brands under the name of it for example Mountain Dew,
Tropicana and many other food , drink products that are being manufactured by them in the
form of manufacturing (Qian, 2014).
Brand Equity: This is also known as the promises and statement that enterprise has to deliver
while consumer and clients deliver in respect of company's deliverables. This add more value
12
Illustration 3: Brand Hierarchy
Source 3: Brand Hierarchy, 2018

and mention their represented brand popularity.
CBBE Model (Consumer Brand Equity)
Model of CBBE help a company in managing the equity of brand in ideal way. This approach is
introduced by Kevin lane Keller who stated that a brand can be consider as a term which
illustrate perception and opinions of user which can help a company like Cocas-Cola in
modifying and shaping the commodities demands and requirement to achieve company
objectives.
Therefore, this stimulate and promote the users more offering from the firm.
Benefits of Model of CBBE
Brand Identity: It include of the certain recognition and goodwill of organisation in compare of
their market competitors.
Brand Meaning: This model also demonstrate a clear meaning of brand along with reducing the
probability of miscommunication of organisation incurred among the clients and consumers.
This help in determining the aims and objectives in effective manner.
Brand Respond: This represents the views and responses the opinions and ideas of clients and
consumer manufactured by Coco-cola and by this way, firm can meet more benefits.
Brand Resonance: This support and structure the entire work that portray and build an
organisation's positive image in minds of people in contrast of competitors (Solomon, 2014).
P4 Management of brands in collaboratively and in partnership
A successful business organisation need to organise and manage the brand management
techniques in their company which can help in establishments of their services and products
along with expansion strategy of market. In order to enhance the clients and consumer,
enterprise need to encourage the productivity level.
Brand Extensions
Extension methods are being utilised by various types of organization for earning credibility
and potential buyers from the market. This help the consumer an opportunity to purchase the
products offered by Coca-Cola according to the requirements and demands of their stakeholder.
Thus, this is the strategy of marketing as utilising the successful name of brand in order to
launch new services in the new market category. It help company in placing and opening their
business in entire new segment of market while helping consumer in sustaining and expanding
13

their choices with the enterprise (Spence and Hamzaoui Essoussi, 2010).
Coca-Cola & Pepsi are international drinks and beverages, both of them contain unique
recognition. So it is fundamental for organisation to design and plan the services according to
their consumer. Various services are rendered by respected organisation in global market which
is helping company in gaining the more income and benefits. Here are used Ansoff Matrix for
extension Strategy:
Diversification: This consist of diverged schemes that left three types of plans. This help in
identifying three types of techniques and methods that exists in company which is helping in
development of skills and strategies of environment of respected company. It is fundamental for
new skills and development for building strategy and environment of Coca-cola effectively
through making diversification. This require financial resources and funds for the survey of
market.
Market Development: The techniques tell that a company to meet those social section that is
not been attempted yet. Through this, company can make several efforts for making and
attracting various opportunities for creating the services and products for new division of
organisation. This need to demands and investigate consumer in the specific place of market.
There has various analysis about the requirements and desires so that marketplace can be
evaluated in effective manner (Story and Hess, 2010). There has to be proper analysis for the
interest and demands evaluation of consumer in order to remove the probability of failure from
the company.
Market Penetration: This is the expansion procedure which can help in development and
extension of market which can lead a company toward sales of specific products through the
company. This will aid in making new potential consumer and in the return sales enhancements
can be get through the help of effective marketing strategies.
Product Development: Various types of services and products is coordinated in the process of
improvement and development. There is high expectation to analyse the recent scenario in order
I modify products according to them. But this need the capital value and time. In case of delay
in execution of the strategy, the outcome will be affected which can be cause of various issues
and conflicts in Coca-Cola. Thus, this is one of best technique that can help in meeting
preferences of people and taste of citizens (Zarantonello and Schmitt, 2010).
Both organisation need to optimise such effective techniques for development their over the
14

productivity and performance. This can aid in getting numerous types of benefits along with the
market opportunities of extension. Pepsi and Coca-Cola both are functioning are using the
international business market strategies, which make the follow rules and regulation of different
nations. Both of organisation contain technical analysis for evolution and revitalization of
products.
These techniques can help in managing the equity of brand for both organisations through
creating brand image and awareness among consumers. Also through the assistance of brand
collaboration which is known as best and effective techniques of extension, company can render
new products in effective way.
P5 Different types of techniques for measuring and managing brand value
Every organisation in the industry face various issues and barrier associated with the different
factors. A company is liable for adopting these requirements for making proper client
satisfaction. Such types of issues needed to be solve by large or small enterprise as well. Cocas-
Cola is most influencing brand that has highest market share but there are high competition as
well which is rendering the same products. Henceforth, its is paramount that each organisation
measure their value of brand in the market. Through these techniques performance of market
can be measured. Usually, there are two elements via that measurement of Coca-Cola can be
done.
Tools of Brand Measurement: Distinct tools are undertook by a company to scale their
marketplace value (Brand Management - Meaning and Important Concepts, 2017). This helps
in controlling their organisational brand which cover the required changes that might incur in
regard of altering environment of business. Here are mentioned some diverged tools undertook
for Coca-Cola:
Quantitative Technique: This process undertake various scaled question and representations of
states and data. Henceforth, an ideal summary could be structured in organisation. Sub-methods
which undertake this is brand awareness as well as brand image.
Qualitative Techniques: It is forecasted as the unstructured approach under which the certain
clients are being aimed as well as are asked for response for giving feedback on brand vale. The
feedback evaluation constantly organised and then the incorporated judgements is being made.
Under this, different methods are undertaken such as free association, experimental methods
15

etc.
Comparative techniques: According to the respected technique, behaviour of clients activities
are assessed in order to forecasted the merits and gains that emerges from major corporation of
the relied competitive method of brand.
Brand Awareness: this is the degree of clients and customer that is concerned with brand
awareness and their associated products. Awareness creation of brand can be considered as one
major phase in the marketing and promotion of products. This can help in measuring the brand
positioning as more awareness of products or brand can lead to more recognition of company
among the consumer.
Market Share: As more market share of enterprise like Coca-Cola and Pepsi, people can be
more concerned with market share as this can assist in achieving business objectives. The more
market share depict the more likeliness of brand among the market and consumer.
Purchase Intent: It refer to the probability which a consumer will make while purchasing the
services or products. This is one of the effective technique to measure marketer the brand
among the consumer and market.
Consumer Attitude: It is the composite of 3 major components such as affective information,
cognitive and information associated with the consumer's previous behaviour and further
intention. This is one of the best and effective method to measurement technique of brand that
can help in achieving their target.
Coca-Cola Pepsi
The organisation has a great positioning in the
food and beverage sector which is also leading
enterprise forming and recognising the brand
reviewed as the largest drink company. In
order to face changes, the organisation need to
imply different strategies of marketing in the
market.
Here are mentioned different techniques which
can Coca-Cola can imply:
Brand Recognition: It can consist of the
Pepsi is one of popular beverage organisation
which produce vast range of products and
services. Also they build positive working
environment in order to face tough market
competition.
There are several methods which company
use:
Comparative Approach based on Brand: In
this method, service user fully review how the
services are manufactured and presented to the
16

process of qualitative research procedure
where the organisation manage their image of
brand among consumer in order to easily
identify the longed services and goods.
clients in the market. It product wide
commodities range despite Pepsi such as 7Up,
Tropicana etc.
Audit of Brand Equity and Techniques and Tracking:
Audit of brand is asses to evaluate the existing position of brand at the huge market. It guessed
that entire organisation need to conduct and organise such audit so as Coca-Cola. There are
various elements which are mentioned as below:
Weakness and Strengths: In this phase, share of market in beverage is being mentioned which
is good.
Market Context: Pepsi and Coca-Cola identify diverged elements which straightly influence on
he growth of organisation in negative and positive manner.
Description of Brand Equity: in this step, the company sets the design of organisation and
manner of evaluation the association operations and feeling in more efficient style.
Competitive Tactics and Strategies: In this area, the auditing of brand can be organised and
performed in rendering a coherent illustration of entire tactics and strategies of Pepsi and Coca-
Cola. Also the rivals strategies are being analysed and evaluated. It is fundamental for
organisation to make the terms and policies in order to help the earning maximum benefits and
making maximum amount of clients in effective way.
Brand Tracking: It is the procedure that measure the brand development along with specific
associated with variables like attributes, usages, preferences, consideration etc. they require to
recognise and seek the potential service users who are able to make the changes in their services
and products.
CONCLUSION
From the above report, it can be concluded that brand management is the procedure and
activity of assessing and designing how an organisation perceive a brand in the whole market.
Brand management and establishments is a procedure which is more valuable in the market as
this help in expansion of small of large business organisation. Equity of brand refer to the
commercial importance of an organisation which can consider as the perception and experience
of an branded organisation or certain services or products itself. This concept of Umbrella
17

technique according to which single brand name is used for trading the services for one time and
more. A successful business organisation need to organise and manage the brand management
techniques in their company which can help in establishments of their services and products
along with expansion strategy of market. A company is liable for adopting these requirements for
making proper client satisfaction.
18

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