Brand Management Assignment - McDonald

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 AND P2: Importance of branding as a marketing tool and key components of a successful
brand strategy.........................................................................................................................1
TASK 2............................................................................................................................................5
P3: Different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................5
TASK 3............................................................................................................................................7
P4: Critical evaluation of brand leveraging ...........................................................................7
TASK 4............................................................................................................................................9
P5: Evaluate different types of techniques for measuring and managing brand value..........9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management refers to the analysis and planning of ways through which a brand is
treated at the market place. The aim of brand management is to develop good relations with the
target market. The tangible elements of brand management are look of products, their price,
packaging, features etc. Brand management plays an essential role in marketing for enhancing
the economic value of a good or brand. Optimum impression limited is the taken organisation in
this report for task 1 which was founded in 2003 in UK and dealing in joinery installations. For
task 2, taken organisation is the McDonald which is a fast food chain. In this report, explanation
of brand and brand management will be provided. Further this report will determine the different
strategies which are necessary for building the brand. Also this report will discuss the ways
through which brands can be leveraged along with collaborative partnerships. In the end,
evaluation of techniques for measuring the brand value, brand awareness etc. will be done in this
report.
TASK 1
P1 AND P2
Brand is Power
INTRODUCTION
Branding refers to the tool or promotion activities which a name, symbol or design is
created for identification and differentiating from products of other firms or business. Brand is
considered as the power as it sets the stories, relationships, expectations and memories together
which assist the consumers in selecting the products and services of a brand. Brand equity is a
marketing term which states the economic worth or value of a brand. This value is determined
by the perceptions of consumers towards the brand and it’s provided products. Branding is very
important for any firm in order to improve their market share, brand image, profitability and
revenue. Branding provides the credibility to the business firms. The business firms can stand
out as unique through the branding in a saturated market. Branding is also important for firms to
maintain the customer loyalty. Branding is also beneficial for businesses in attracting potential
clients.
Stages for building brand
There are several stages which are used for building a successful brand through dealing
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with the competitors using the differentiated brand and products. These stages for building the
brand starts with identifying target customers, defining mission of brand, research for the
competition, create value propositions and marketing of the products (Abrahams, 2016).
First stage is the identifying target customers in which the firms should needs to
determine their potential and targetted customers whom the products and services of the firm is
provided. Second stage is defining mission of brand in which the mission and vision of the firm
is conveyed to the employees and consumer of brand. Through this, the employees and
consumers become aware regarding the goals of organisation and the purpose for providing the
services and products. Third stage is research for the competition in which the firm needs to do
research for determining their competitors and their offerings. Through the research, firm can
determine the features which can be used in the products for capturing more market share.
Fourth stage is creating value propositions for differentiating the offerings of the brand from its
competitors. When the products are easily differentiable from the competitors products then
firm can attract more customer's towards the brand. Fifth stage is marketing of the products in
which marketing and promotion of the brand and its products is done.
Through the marketing, firm can attracts a lot of potential customers which will also
increases the profitability and revenue of the firm in the market. Through these stages,
customer's loyalty and huge profit along with sales can be achieved by the business. Marketing
department plays a major role in building and improving the brand equity such as by promoting
and marketing the brand and its products, creating brand awareness, etc. By using the marketing
in increasing the brand equity, McDonald can improve their customer base and profit by
reaching to the wider sections of consumers through internet and social media platforms.
Consumers in today's era are more active on social media rather then their own lives. McDonald
needs to advertise their products and services on various internet platforms which will assist the
firm in improving their customer base and sales.
MAIN BODY
Brand is not only a name, logo or symbol, but is more than it. McDonald is one of the
biggest organisations in the food sector which is properly processing their powerful and
impulsive brands for solidifying their customer base. The long term success of a brand mainly
depends upon the brand equity. It acts as a model for determining the experience and
perspective of the customers towards the brand and its products. For example: McDonald is
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