Brand Management: Strategies for Building and Managing Brand Equity

This report explores the importance of branding as a marketing tool and the key components of a successful brand strategy for building and managing brand equity. It discusses different strategies of portfolio management, brand hierarchy, and brand equity management. The case study focuses on Bentley Motors Limited.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Importance of branding as a marketing tool......................................................................3
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts................................................................................................5
P2 Key components of a successful brand strategy for building and managing brand equity5
M2 Apply appropriate and validated examples within an organisational context.................7
TASK 2............................................................................................................................................8
P3 Different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................8
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks......................................................................11
TASK 3..........................................................................................................................................11
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................11
M4 Critically evaluate the use of different techniques used to leverage and extend brands.12
TASK 4..........................................................................................................................................13
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples..........................................................................................13
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.............................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Brand management is seen as the effective incorporation of marketing functions in such a
manner that enhances value of the product for the customers (Agante and Pascoal, 2019).
Adoption of effective marketing activities allows company in developing their strong image at
marketplace which further supports them in increasing number of its loyal customers. Brand
management allows business enterprises in grabbing higher number of opportunities that
ultimately results in higher profitability at marketplace (Arbouw, Ballantine and Ozanne, 2019).
The present report is based on Bentley Motors Limited, a UK based British manufacturers and
marketer of luxury cars. The respective company was established in the year 1919 and
headquartered in Crewe, England, United Kingdom (THE BENTLEY STORY, 2019). This
report will provide description about core concept of brand management, its importance as a
marketing tool. It will later on explain about portfolio management, brand hierarchy, brand
equity management and how all these supports in developing effective brand. Furthermore, it
will provide explanation on brand extension and leverage at domestic as well as international
level. In the last section of project, different techniques used for managing and measuring brand
value will be explained.
TASK 1
P1 Importance of branding as a marketing tool
Branding is also identified as an effective marketing practice which allows business
enterprises in creating their strong brand value at marketplace. This includes uses of promotional
techniques, symbols, logo, designs, packaging, brand name etc. in such a manner that is
supportive in influencing interest of customers towards them (Ashill, Semaan and Williams,
2019). This is also supportive in creating demand of the company as well as its products at
marketplace that will result in the increase of sales performance of this company in rightful
manner. In respect of Bentley Motors Limited, the respective marketing manager of this
emphasises on using various marketing activities for managing their brand effectively at
marketplace. This is because, they believes that branding is an marketing tool which will bring
quicker success to them. In this regard, importance of branding as a marketing tool has been
elaborated below:

 Brand enhances recognition: Usage of attractive and unique logo allows businesses like
Bentley Motors Limited in raising its brand recognition at marketplace. It can be said that
selection of meaningful and unique logo places stronger impression on customers
mindset. This influences them to recognise the same brand with its Logo whenever they
comes in contact with it.
 Generates new customers: Another importance of branding for Bentley Motors Limited
is that it creates more number of customers for the respective company. This usually
happens when people are aware about the brand name, its products, quality of services
etc. This directly enhances their trust over the same (Aziz and Ngah, 2019). This simply
states that branding is an effective marketing tool which is supportive for firm in
influencing interest of customers towards them. Along with this, it also develops their
loyalty among customers towards the same brand.
 Raises satisfaction level of employees: Business which uses effective and valuable
marketing activities in terms of branding also contributes in developing pride among
employees (Batt and Bruhn, 2019). This is because, employees know that they are
working for trustable company which is popular at marketplace. This directly results in
the enhancement of satisfaction level of employees.
Perception and view point of individual is continuously changing towards the brand with
the passing time. This generally happens because business enterprises adopts range of marketing
activities that leads to higher business growth of the company in rightful manner. In addition to
this, it can be said that branding is changing for the business enterprises as its business managers
are perceiving it in a different manner. In order to use branding in rightful manner, it is essential
for manager to develop their understanding as well as knowledge on it so that they can tackle
various business situation and attain higher profits. In context of Bentley Motors Limited, the
respective manager of this company ensures to make use of branding in various organisational
context. Few examples of this are described as below:
 Marketing head of Bentley Motors Limited prefers to conduct market analysis and
detailed market research with the existing presence market zone in order to order to
identify different needs and requirements of customers so that they can incorporate all of
the information in their newly developed products (Bhattacharya, Kumar and Dutta,
2019).

 Business managers of the respective company also make use of branding in order to
explore proportion of their potential customers in order to maximise its sales performance
in rightful manner.
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts
In context of Bentley Motors Limited, its managers make use Aaker brand equity model in
order to enhance effectiveness of its brand image at marketplace in rightful manner. This
framework is consisting of four core dimensions which are explained below in brief:
Brand loyalty: At this dimension, mainly loyalty of customers is seen on the basis of
level of extent at which they are loyal towards the brand. Here, manager of respective company
focuses on checking that how many customers are loyal towards them (Boukis, 2019).
Brand awareness: This dimension states the level at which public are aware about this
brand in rightful manner.
Perceived quality: In this, manager tries to focus on exploring that at which extent its
customer perceives its quality. Here, main emphasis of Bentley is to check that in which manner
its customers are taking it.
Brand associations: At this dimension, Bentley Motors emphasis on associations which
are triggered by this brand in effective manner.
As per the above described framework, it can be said that this model is helpful in
developing knowledge of individual over the brand equity. It also aware them about the positive
and negative dimensions of the company that can be handled by its respective manager without
any error.
Apart from this, the company also makes use of CBBE model to build an effective image
of the brand in the mind set of customer. It acts as the route map for the management of Bentley
Motors to examine their progression in relation to brand building. It will also support marketing
team of company in approaching a large base of people thereby enhancing their sales
performance in the near future.
P2 Key components of a successful brand strategy for building and managing brand equity
There are several appropriate and effective components which the firm could use in
relation to ensure successful brand strategy for building and managing brand equity (Carlson and
et. al., 2019). To reflect this appropriately, Keller's Customer Based Brand Equity Model is

applied in context of the firm. Hence, the CBBE model with respect to Bentley is discussed
below:
 Brand Identity:
The very first step in relation to building and managing brand equity is related to creating
awareness or brand salience of the brand. Moreover, one of the key components within the
organisation is that the company is also required to develop a correct and accurate perception
within the organisation. Bentley could undertake several activities to enhance its brand identity.
For instance, it could opt for big product launches and present its products within Expos which
would be enhancing the scope of familiarity of its products and the firm (Casprini and et. al.,
2019). Another way through which this could be undertaken is marketing campaigns reflecting
the processes of manufacturing as well as features of new products.
 Brand Meaning:
This component reflects how the company could build its performance and imagery
within the marketplace. For example, Bentley must ensure in this stage that its vehicles are in
alignment with the needs of customers. In order to ensure effectiveness, the company must
ensure enhanced performance on the basis of features, reliability, serviceability, durability as
well as efficiency. For this purpose, Bentley must utilise and implement different methods such
as questionnaires and surveys through which the company could ensure customer feedbacks.
Moreover, the firm could also indulge in social media conversations with customers to ensure
appropriate and effective insight into the perception of customers (Chang and et. al., 2019).
Moreover, in terms of imagery, the company must ensure high quality creation with
economical ways to bring an appropriate brand image in the market. Bentley could ensure the
same through modifying its supply chain and acquiring raw materials that are economical.
Furthermore, the company could also ensure creation of electric vehicles that would provide the
company with economical advantages.
 Brand Response:
This stage needs the firm in focusing towards judgements and feelings of individuals
towards the brand. Several judgements could be created by the customers towards the company,
such as perception of quality, credibility, consideration as well as superiority. In relation to
feelings, the organisation must emphasise on how best its products induce positive feelings
within the minds of customers. For example, Bentley could ensure creation of vehicles that

provide the customers with better comfort, design and empowerment. This could ensure feelings
like security, social approval, fun, self respect and so forth (Cheng and et. al., 2019). Brand Resonance:
This is perhaps the last stage of the model, as well as the last component in building and
managing the brand equity. This is one of the most desirable level to reach by a company. Hence,
in order to ensure effectiveness within the same, the company is required to work in ways where
psychological bond is developed by the customers with the brand. In relation to this, Bentley
could ensure that behavioural loyalty, development of sense of community, attitudinal
attachment and active engagement is developed by the company with their products (Cooper,
Stavros and Dobele, 2019).
M2 Apply appropriate and validated examples within an organisational context.
In terms of several examples, Bentley could apply the above mentioned components in
several ways which are mentioned below:
 Brand Identity:
In creation of awareness, Bentley must appropriately search the environment to determine
the target market of this firm. Moreover, the firm must narrow down the same to ensure that that
prominent target market is used to market their products. For this purpose, the organisation could
implement Segmentation, Targeting and Positioning (STP) approach in order to appropriately
and effectively ensure determination of target market (Foroudi, 2019).
 Brand Meaning:
In relation to developing positive relationships, Bentley could adopt several models or
could use appropriate market research through feedbacks and surveys which would help them in
realising the needs of customers, which would help them in developing a positive brand image.
Moreover, another appropriate method through which the firm could create its brand image
through philanthropic activities, that requires the company to donate or help several communities
after a limited number of products are sold.
 Brand Response:
The organisation could enhance its quality by adopting high end technology in its
manufacturing. For credibility, the firm could adopt product testing. Moreover, social media
must be used by the company to market its product to develop positive response (Gorgitano and
Sodano, 2019). In addition to this, marketing campaigns of the company must associate

campaigns supporting several celebrities of cinema which would attract more people towards the
product.
 Brand Resonance:
The company, along with its products, must provide customers with gifts and customer
loyalty through after sales service, which is essential in relation to developing appropriate
resonance. This could be done by Bentley through appropriately and effectively providing
benefits like life-term loyalty as well as assured vouchers on events like Christmas or New Year,
that would be driving the customers more towards being loyal to the firm.
TASK 2
P3 Different strategies of portfolio management, brand hierarchy and brand equity management.
Portfolio management
Brand portfolio is considered as the collaboration of variety of brands which belongs to
single brand. In this, every individual brand operates its ow business activities and other
operational areas (Greyser and Urde, 2019). Also, they enjoys other benefits with different
brands belonging to the same portfolio because they can use resources and other promotional
activities done by the other brands belonging to same portfolio. The main advantage of portfolio
management is that it supports company in avoiding uncertain risks and also helps in allocating
available resources in effective manner. In context of Bentley Motors Limited, it can be said that
this company uses its own trademark develops their different image at marketplace in
comparison of their competitors. This company also adopts range of strategies in order to
effectively manage its portfolio. These strategies are explained below:
 Active portfolio management: It is termed as an effective strategy according to
which business managers puts specific investment on the basis associated goal. This
is effectively done as per the predetermined benchmark towards targeted returns.
 Passive portfolio management: As per this strategy, business managers often
analysis their past records based on returns generated from market. It simply develops
knowledge of respective on the market response and return that gained from the same
zone (Gul, Jan and Amin, 2019).

At the time of implementing these strategies, it is required by manager of Bentley
Motors Limited to at the main drawback of portfolio management that is creates higher level of
complication which could also result in the reduction returns for the company.
Source: (What is brand portfolio strategy, 2018)
Brand hierarchy
An effective collaboration of two or more brand strategies on the basis of their variant
elements as well as components are also termed as brand hierarchy. Brand hierarchy also works
as the supportive factor for entity as it enhances brand awareness among customers and also
increases their recognition towards the same brand. It is also supportive in attracting attraction of
customers towards each brand in rightful manner. The main core strategies which are often used
in brand hierarchy are explained below: Brand of house: In this, main emphasises of company is on promoting single but main
brand of the company at marketplace in effective manner which directly promotes other
categories of the same brand (Hanna and Rowley, 2019).
For example: Bentley Motors Limited promotes its own brand which will directly help them out
in promoting all of its product categories across the world. This will be supportive for them in
increasing their sales performance worldwide Corporate branding: Corporate branding is often seen as the marketing approach
according to which business managers mainly indulge into promotion of all popular
products as well as services of single company. It can be said that the main motive of this
Illustration 1: What is brand portfolio strategy

promotional technique comes under branding is to enhance its sales performance so that
their profitability can also be developed.
 House of brands: This strategy simply states that companies are required to promote
their all sub brands separately in order to develop their own brand value for the single
product. In this strategy negligible priority is given to the main brand (Helmi, Bridson
and Casidy, 2019). This strategy requires higher range of financial resources in order to
develop separate branding strategy for all individual sub brand. With reference to Bentley
Motors Limited, its manager adopts this strategy to promote individual brand like Bentley
Turbo R, Bentley Arnage, Bentley R Type Continental etc. at marketplace. This is
supportive in increasing their sales performance for all of its separate brand.
While acquiring these strategies, it would be required by business managers of Bentley
Motors to consider their financial statements as it is an expensive process which might develop
financial problem in the near future. Along with this, it also creates complication for the
managers to separately manage branding of every company.
Strategies to manage brand equity
Brand equity is mainly termed as the commercial value of the company as per consumer's
perception towards the brand name rather than particular product or service. The main benefit of
strong brand equity is that its influences customers to willingly buy products and services even at
premium prices in order to experience effective services offered by company. There are various
strategy to manage brand equity that could be adopted by Bentley Motors Limited which are
described as below: Holding up the brand image: This is main strategy adopted by business manager of
Bentley Motors Limited is to maintaining their brand image at marketplace in order to
manage its own brand equity in effective manner. This can be effectively done by
providing exact same product inclusion of same features which have been promised to
customers (Japutra, Nguyen and Melewar, 2019). It will work as the influential factor for
the business enterprise as develops loyalty among customers for them.
 Innovation: It is important for Bentley Motors Limited to go for differentiation strategy
while introducing new product at marketplace. This strategy will work as the
performance booster for the company as they are influencing customers with every new
product this simply means it will bring strong boost in the sales performance of Bentley

Motors Limited as they are offering featured cars to them. This will also support the
respective company in gaining competition advantages.
Implication of these strategies are effective for the Bentley Motors Limited but also it is
also seen as costly method for company because they have to constantly invest amount in
innovations and other activities for maintaining their brand equity.
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks
From the above analyse on brand hierarchies, portfolio management and brand equity it
can be said that all of these terms are highly effective and valuable for the company which
allows them in developing their strong brand name at marketplace in rightful manner. Business
managers of the company prefer to adopt several models and concepts in order to manage their
brand over the changing period of time. Here, business managers often prefers to adopt several
strategies that helps in enhancing their brand value and developing brand image of company at
marketplace in rightful manner (Ryu and et. al., 2019). With reference to Bentley Motors
Limited, its manager makes use of Aaker’s equity model in order to manager their brand at
marketplace in rightful manner. Usage of this framework will simply allow them in
implementing all of their developed marketing strategy that directly supports them in gaining
competitive edge.
TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level.
Collaboration as well as Partnership Agreements
Partnership agreements refers to the contract of two or more company who works
together, share responsibilities and profits with one another. Businesses working at international
scale often indulge into collaboration and partnership agreement in order to gain benefits at both
the national as well as international marketplace (Sarker, Mohd-Any and Kamarulzaman, 2019).
These collaborations are supportive for companies in managing their brand effectively. Example
of international collaboration and partnership agreement at both the international and domestic
level are described below in effective manner:

At domestic level: At domestic level, it has been explored that Bentley has entered into
the collaboration with innovative American technology start up, Filld a mobile application that is
developed for providing fuel delivery services to its customers (BENTLEY AND FILLD TRIAL
INNOVATIVE FUEL-ON-DEMAND COLLABORATION, 2019). This application was
especially developed by Bentley vehicles according to which car owner or operator can easily
ask for fuel delivery and can further choose delivery time too. This service was initially available
for Bentley users in California only in order to save time of customers in terms of searching for
fuel station and filling fuel in it. This collaboration will allow the company in enhancing
satisfaction level of its customers. This ultimately results in development of trust of customers
which will also makes them loyal towards the company for longer period of time.
At international level: Bentleys Motors and ExxonMobil have entered into strategic
partnership in order to showcase its performance in profitable manner with the inclusion of
advanced synthetic motor oil technology (ExxonMobil, Bentley Motors extend their strategic
partnership, 2019). Both the companies will further emphasise on continuing with its
collaboration in technology, motor sports, marketing and lubricant sales. Collaborative working
of these companies will allow them in providing best quality of luxury cars to customers that will
directly boost up their sales performance as they are providing best services to its customers.
International collaboration will help these businesses in serving their customers in more
appropriate manner.
M4 Critically evaluate the use of different techniques used to leverage and extend brands.
Brand leveraging is termed as an supportive strategy that allows business enterprises in
using core strengths of their existing brand for the purpose of launching their new brand belongs
to same company. This new brand also belongs to the same categories. This considered as the
effective method as it supports them in creating awareness about their brand and its offering
among customers in order to influence their interest towards it in rightful manner. In context of
Bentley Motors Limited, it can be said that its top management team have decided to leverage
Bentley Mulsanne at marketplace this company is highly popular at marketplace which allows
managers in enhancing its market share at marketplace. It can be said that Bentley is already
having strong market presence which directly supports them in gaining advantage leverage at
marketplace (Sarker, Mohd-Any and Kamarulzaman, 2019). Later on, it can be said that there are
numerous of techniques that are adopted by business associations like Bentley for extending their

brand. Main techniques could be adopted at the time of brand leverage are Line extension and
brand extension. In context of Bentley, this company make use of line extension in order to
develop their brand value in rightful manner. According to this strategy, company prefers to
company introduces few more categories of products under same brand name. This helps them in
providing higher number of options to the customers. As a result, it increases sales performance
of company along with its profitability.
TASK 4
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples.
In order to maintain brand value of the company, it is essential for its business manager
to maintain and measure their respective brand value at regular basis. This helps them out in
taking required initiative so that developed problem or issue can be rectified (Stewart, 2019).
With reference to Bentley Motors Limited, its manger make use of below stated techniques
associated with managing and measuring brand value. These are described below in effective
manner:
Techniques for measuring brand value
 Income approach method: The main emphasise of this method is on evaluating gross
earning of business enterprise for the purpose of exploring its actual value at marketplace.
This method is often adopted by manager of Bentley Motors Limited, in order to measure
its brand value. In order perform it in effective manner they uses range of statements like
cash flow, income statements, cost savings etc. At the time of calculating they prefers to
calculate exact figures from this. As a result, it will support this company in actual brand
value of company in rightful manner.
 Cost based method: As per this method, major focus of company is measuring expenses
of company in order to check actual costing of the respective enterprise. It mainly
includes expenses related to advertisement, investments, marketing activities etc. by
doing this they can easily measure their brand value. It allows business enterprise in
exploring their profits (Sultan and Wong, 2019).
Techniques for managing brand value

 Innovation: Innovation is considered as an effective method which allows businesses in
managing their brand value in rightful manner. This technique is supportive in attracting
maximum number of customers towards them in rightful manner. For instance: Apple
uses this technique to differentiate its mobile phone range from its competitors. The main
focus of Steve Jobs is to incorporate some new features in its every new device for
attracting higher range of customers with its innovative products. This directly
contributes in managing brand value of company and influencing its sales performance in
right direction.
 Brand awareness: This method states that, business enterprises are required to focus on
using several marketing strategies and campaigns through which they can easily enhance
awareness about their product and services at marketplace (Wijaya, Semuel and
Adiwijaya, 2019). Usage of this technique for managing brand value can be understood
with the help of example. For instance: manager of TESLA, adopts several marketing
activities, like campaign, social media promotions and others for managing its brand
value. This generally happens because they are enhancing awareness of maximum
number of customers towards their brand.
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand.
According to the above described techniques, it can be said that usages of measuring and
managing techniques allows business enterprises in improvising their brand value in rightful
manner. This is also supportive for them in developing strong image of company at market place
as they are having good knowledge about their brand value which directly allows them in taking
required initiative for rectifying errors that are placing impact over their brand value. In respect
of current chosen company that is Bentley, it can be said that its business manager have prefers
to adopt income based approach in order to measure its brand value at marketplace. This
effectively develops their knowledge over actual value of this company in front within the
industry. This knowledge will provide them time for improving its brand value at marketplace of
they finds it non worthy or ineffective. As a result, it is easier for respective company in
developing their strong brand image at marketplace.

CONCLUSION
On the basis of above described report, it is comprehended that brand management is
identified as the important initiative of the company which supports them in developing their
positive image at marketplace. Strong brand image at marketplace allows business enterprises in
enhancing heir sustainability at marketplace because they have larger group of loyal customers
which maintains their sales performance. It has also been explored that brand management works
as the important marketing tool that works as brand booster for respective enterprise as it allows
them in developing their strong brand image. Later, it has also been analysed that it allows
businesses in enhancing their brand equity as well. Business enterprises uses different different
marketing activities for maintaining their brand image at international as well as domestic market
place. This is mainly done with the usage of collaboration and partnership methods. Along with
this, it can be said that brand management is not only the single time activity but business
enterprises are also required to use effective technique time to time in order to manage and
measure their brand value at regular basis. This also helps them out in taking effective step if the
identified value does not seems to look predictable.

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