Brand Management Concepts and Research

The provided assignment is a study guide on brand management that includes various research papers and articles on the topic. It discusses key concepts such as brand identity, reputation, luxury branding, and customer relationships. The study also touches upon the importance of social media for luxury brand management and how corporate brands are managed in business schools. The assignment is likely from a marketing or business course and requires students to understand and apply these concepts to real-world scenarios.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1. Importance of branding as a marketing tool.........................................................................3
P2 Various elements of successful brand strategy......................................................................5
SECTION 2......................................................................................................................................7
P3 Different strategies of portfolio management........................................................................7
P4 Management of brand in collaboratively and in partnership.................................................9
P5 Various type of methods for managing and measuring brand value...................................10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is that procedure which help in analysing and planning for how can
brand understand by customers in large market place. For creating and maintaining strong
relationship with customers, brand management is the most essential factor. It is the integration
of different type of tangible and intangible elements. Promotion, pricing and product are come
under concrete factors while a customers require to maintain relation with brands which mainly
comes under intangible aspects (Iglesias, Singh and Batista-Foguet, 2011). Generally, brand
management is the marketing function in which firm use particular methods and tools that
detected the amount of products. Coca-cola is the American multinational beverage corporation,
merchandiser and manufacturer of non-alcoholic drinkable which has been taken under this
project for this assignment. The significance of branding is termed as marketing tool and it is one
of the major aspect of making effective brand strategy should be discussed in this project.
Therefore, various strategies for developing portfolio management will be given in this study. In
addition to this, different types of tools and methods that can be used by firm for managing
brands value and doing brand management in partnership is also discussed.
SECTION 1
P1. Importance of branding as a marketing tool
Branding is the process which consists of developing unique and different image in
minds of customers by using promotional methods and sources. One of the major motives of
branding is to build relevant and differentiated presence in the market which assists in attracting
a large number of buyers towards specific products and services.
Branding is an important tool of marketing. At the same time, it will support in retaining
customers for a long time period. This can assist company’s managers for analysing customer’s
taste and creating innovative products and services which are offered by the firm (Kapferer,
2017). Also, it will help buyers for finding their demanding products according to their
requirements and needs. In the competitive business environment, it is necessary for every
company to maintain and build a positive picture of products in the minds of target customers.
Such factors help the firm for capturing high market share in comparison to other challengers. It
will make sure that effective product management that can provide competitive advantage to the
firm. This is one of the major benefits of branding which can provide an opportunity to company

for differentiating their goods from current existing products which assist business in attracting a
large number of buyers (Keller, Parameswaran and Jacob, 2011).
Differentiation between Brand and Products that are described as follows:
Brand Product
This is the different and specific term that
determine its particular cause in industry.
Commodity is famed as a collection of
different characteristics that a organisation
make for merchandising in it marketplace and
to fulfil the necessity of its buyers.
Trade name is that specific term which does
not copied with any one person.
Goods can be copy by another organization.
Component of marque develop customer's
ideas and point of view in effective manner. It
is intangible in character.
Commodity are concrete in nature.
This will also help them in retaining buyers for longer time period. The significance of branding
as a marketing tool that can help in better understanding some points:
 Branding is the key factor- Each type of organisation whether it is small, large or
medium needs capable amount of resources to compete in the large market area and it
helps in accomplishing desired goals and targets as well. Coca-Cola should implement
and formulate different strategies and policies which can show the details actions and
standards of company for achieving set objectives and goals in proper manner. At that
time, when all things are done in a correct and effective manner then firm branding
reflect on their strategic planning (Kunerth and Mosley, 2011). Also, it will assist in
promoting the major key places which help firm towards getting accurate results.
 Brand management and development- it is important for firm is to mange and develop
all brand for long time period. This can be possible that goods are bringing towards fail
and on the other hand, technology can use for doing regular changes in the firm, but they
try to make strong and effective image of products in front of large number of customers.
Brands are famous because it is one of the most sustainable assets of company. The entire
strategy of business helps company manager for developing proper decision making

procedure. Coca-Cola is the famous brand for around 120 years while on the other hand,
the most popular and valued brand mainly present for 50 to 20 years in the large market
place.
 Branding gives economic values- The firm value is mainly separated into two regions
that can be known as tangible and non-tangible quality. Brand are known as intangible
assets. Coca- cola is the popular brand name which worth approx. $67 million and report
shows that stock value of company is almost 54%. Brand also play an important role for
attracting talented and skilled employees, customers, partners regarding their specific
goods and services (M'zungu, Merrilees and Miller, 2010). Therefore, branding assist in
developing and creating strong relationship with target buyers. Suppliers, employees and
public that can help company for achieving potential targets and goals.
 Brand challenges while development- Various other rivals and competitors are make
issues and problems at the time of developing and maintaining effective brands. Branding
help in fulfilling customers desired demand and requirements towards products and
services. The branding promise tells market about what is actually doing by firm, which
type of products offering by company. To analyse the ability for fulfil promise that is the
major factors leading towards success and failures. If Coca-Cola does not fulfil the
expectation then it will restraint the brand image in effective manner.
There are different types of Coca-Cola in addition to some particular features such as low
calorie and low sugar assist firm for building customer base. An enterprise offer quality goods
and services to their buyers that can add certain positive image of products among company.
P2 Various elements of successful brand strategy
Brand equity define that value that can easily analysed certain perception and experience
of consumers regarding their products (McDowell, 2011). An individual perception remain
positive towards developing good brand image which help in formulating effective brand equity
in the large market place. For managing equity branding, it is necessary for company is to
develop and offer specific featured goods to their target market as well as customers. All the
buyers use a positive so this will help enterprise for making strong brand equity in effective
manner. There are different number of benefits provided by brand equity to the firm that are
discussed as under:
 Brand assets aid company in line expansion that can increasing earnings of the firm.

 The effective and strong brand equity enhancing market share of firm and assist while
offering goods to large number of customers for satisfy them.
Therefore, various elements assist company in developing strong brand equity that are as under: Brand awareness- It is one of the essential factor which related to brands for attracting
large number of buyers towards coca- cola goods and services which they are offer (Qian,
2014). For making successful branding, it is very important for customers is better-known
about their existing commodity in the market. Coca- cola is the most famous brand which
serve in all areas and in current time era, every one is aware about it. There are different
factors which provides competitive benefits to the firm and support in building good
image of brand in front of customers. Detected attribute of goods- In this aspects, buyers mainly think about quality and
attributes of products which serve by firm. At current time period, most of the people
willing to purchase coca- cola products. Also effective and good quality is one of the
major factor which assist company for attracting large number of buyers towards their
innovative goods and services. This will also help in building positive image in the mind
of customers regarding offering different type of commodities. Brand union- It is that corporation which includes symbols, images and signs used by
organisation and by this customers easily identify their required goods of specific brand.
It is essential that brand should be linked with customers oriented which assist customers
for selecting their demanding goods and services. Generally, brand association are the
main features in the mind of customers. Also brand corporation are based on price,
quality, products, advertisements, buyers details of firm and some more.
 Brand loyalty- It can define as positive opinion of buyers towards particular brand and
dedication for buying similar offering at the same time (Smith, Smith and Wang, 2010).
Loyal brand define that when a person purchase a goods from other merchandiser and
manufacturer. Coca- cola serve various types of quality products to their customers and
they are also maintain trust towards company commodities. Because of globalisation,
there are different firm in the same field by this they can face number of rivals. There are
various issues and problems which has been faced by company for managing their
marque that are discussed as under:

Low Calorie cola performance- In current time, Government motivate their nation firms
for manufacture only those products which does not harm to the health of consumers. For this,
authorities should initially investigate and test goods and after that give them approval for
making such type of products in better manner (Solomon, 2014). Coca-cola offer and produce
low calorie drinking items that can assist in attracting large number of buyers and also help in
increasing the brand commitment.
Emerging market performance- Coca-cola operate business in the high competition
environment area where large number of competitors are present like Pepsi company which can
diversify their products at the same line of goods so this will become complex to the company is
to maintaining its market share.
Health and welfare trends- Coca-cola serving large range of drinkable and beverages
that can help in making high amount of profits for an organisation. It is necessary for the firm is
to use quality raw material for achieving setting goals and targets.
Building brand- Each firm require and need talented and skilled employees for bring out
business operations and functions for satisfying and fulfil buyers needs and demands. Also it will
help in creating and developing strong relationship with their target consumers.
SECTION 2
P3 Different strategies of portfolio management
Brand management is the process of developing and creating strong relationship between
buyers and firms products for generating large amount of profits and help in retaining them for
long time period. Effective brand management of brands assist in making more customers
aware from brand and it will help in increasing market share of the firm. It can accomplish by
company for managing all their goods and contributing several attributes to their buyers in
proper manner (Spence and Hamzaoui Essoussi, 2010). Brand includes logo, sign, price, tag
line and packaging.
It is one of the major reason that why approach of brand equity is important for helping
company to creating and maintaining strong relation with customers that can assist in holding
them for long time period. This will increasing brand loyalty which assist organisation for
offering products for large number of buyers.
Brand portfolio strategy- It is that process that can help firm in managing and

controlling more than two brands in the marketplace. Under this, an individual offer various
types of goods to their buyers under single brand. Coca-cola serving different types of
commodities such as Fanta, Maaza, Sprite, Thumps up and some more. Some effective
strategies are used by company that can be understand by following certain points:
Driving income and growth of profit- In this stage, cited firm can make products to more
specific and featured so that they can easily attracts large number of customers (Story and Hess,
2010). It can build positive image of brand in the market and also help them in retaining more
buyers towards their desired products and services.
Business Investment- In this phase, company increasing its business investment in different
business operations and functions and also mainly focus on several type of sources that includes
promotions and advertisements. This will help firm for offering products to huge buyers.
More efficiency- There are various types of methods and tools which are used by firm for
achieving desired goals and targets. Also they assist in serving quality based goods to their
customers at reasonable price.
Coca-cola management hierarchy that are as under: Umbrella brand- It involves usage of respective brand for selling two or more products
to their customers. This will used by company who make effective brand image in front
of buyers. It is totally different from brand expansion so umbrella branding includes
similar products marketing under single brand name. Products- Coca-cola offering different type of products such as sprite, Fanta, Maaza and
many other (Vigneron and Johnson, 2017). An organisation use effective and specific
strategy for every goods that assist firm for capturing large market share.
Pepsi company: Umbrella branding- Pepsi co. use such type of branding for sale their different type of
products under specific brand. Products- Famous products of Pepsi such as Tropicans, mountain dew and soft drinks.
Brand equity- It can define the promise that firm promise to their buyers for delivering which
help in building good brand image of products.
CBBE model (Consumer based brand equity)
The model assist in managing brand equity in proper manner. It was given by marketing
professor Kevin Lane Keller. He can concluded that brand defines the perception and feeling of

buyers that can help in providing proper form to their products for satisfy requirements and
need of goods and services. This can motivate buyers for purchasing firm offerings.
Application of CBBE model:
Brand recognition- It consist identifying specific features of various types of brand different
from other competitors (Zarantonello and Schmitt, 2010).
Meaning of brand- This defines the brand which help in reducing customers confusion in their
mind and assist in achieving desired goals and targets in proper manner.
Brand response- It consist customers response towards firms products and understanding the
increasing company profits in effective manner.
Brand resonance- This includes developing and building positive image of firm products in the
mind of buyers as comparison to its challengers.
P4 Management of brand in collaboratively and in partnership
It is essential for brand success is to make and create profits in proper manner. For making
existence in the branding market so it will help in analysing their products and services. It can
assist in satisfying consumers needs and demands towards their effective goods and services.
On the other hand, Coca-cola and Pepsi co. doing works for adding product value so various
customers can satisfying different type of commodities.
Brand expansion:
It is that method which is used by large enterprise for carry out trust and loyalty among
customers. This will given opportunity to buyers for delivering potential products and services
according to the need and demand of customer's and try to satisfy them in better manner. Brand
enlargement is done for adding something new to their brand and compete in sector (Annie Jin,
2012). If anything will be added in the advertisement then mostly customers can be attracted
towards its products and services in effective manner.
Coca-cola and Pepsi brands are famous products which is well known by common
people. An organisation has been make different strategies according to the customer culture.
There are several commodities of coca-cola which are mainly popular at domestic as well as
international market place. Hence, firm can developing and creating strategies as per the need
and demand of consumers who are lived in this region. Pepsi and coca-cola makes strategies for

getting new market and remain good deeds. Matrix is categories as under:
Market development- The strategy described that firm try to capture opportunities for such
sections of community that can not yet touched (Balmer, Liao and Wang, 2010). Company try
to get major chances for developing and creating innovative products and services for the new
area. It is important for doing analysis in the market that can fulfil needs of buyers. They should
analysed market in better manner so it will reduces the chances of failure in the large market
place.
Diversification- It is that strategy which is totally different from rest three strategy. It can be
observed that there are various tools and methods which can be adopted for attracting more
customers towards specific goods and services. Some requirements of new skill and
development for easily modify. So there is need of huge amount of funds for conducting and
coordinating survey.
Market penetration- It define as which quantity of sale funds are done by firm regarding
specific products. It can be easily known by comparing company's selling to total sale. This will
assist in generating new direction and increasing organisation profits in effective manner. An
enterprise can developing and making new strategy for increasing brand image in the mind of
customers at marketplace.
Product development- The different variety of products are exist that are known as commodity
improvement. There are certain opportunities for knowing the current and present requirements
of business scenario (Baumgarth, 2010). This will need cost and time within an organisation. If
there is delay in applied of results getting from doing surveys then there are major chance for
occurring products and services due to always change in buyers choice and preferences.
Such methods and techniques are useful for organisation growth. Coca-cola and Pepsi
adopt such type of strategies for proper time period to understand the specific market scope.
This can help in analysing entire growth of the company related to their business operations and
functions. These firms are exist their presence at international level so they use various
strategies for analysing whole market structure. There are various tools and techniques for
analysing scope of entire market place. It will assist in capturing whole growth of the firm.

P5 Various type of methods for managing and measuring brand value
In current business environment, there are different firms which are operating and facing
lot of rivals so they can easily maintain their business position in the market area. They require
to take care that customers does not loose interest among them and give priority to their goods.
Such type of issues or problems is not faced by small organisation but they purchase large
brands of coca-cola and Pepsi, so these brands are loved by customers and getting good market
share for long time period (Bergkvist and Bech-Larsen, 2010). There are various companies
which has been emerging in the market place and give tough competition to their competitors. It
is need that all firm can measure its brand value from time to time so they easily come to know
that where they are recently standing in the market and give competition.
Here are some requirements for measuring brand occurs when:
 Some requirement for preparing financial report for an organisation,
 Project manager has been allotting buying price to the goods.
There are various techniques for evaluating which can be used by coca-cola that are described
as under:
Brand Measurement Method- It is important for firm is to measure their brand value and
they make use if different methods assist in managing their brand value within the market area.
There are several tools that are used by coca-cola and Pepsi are:
Qualitative techniques- This is determined as an unstructured measurement concept which
given various response their customers who are invited to judge the brand value. Along with
this, different methods are included such as Free Association, Experimental Methods, Projective
Techniques.
Quantitative Techniques- It is that method which make use of different types of scale questions
and numerical representation so they can made summarisation (Braun, Kavaratzis and Zenker,
2013). Such technique which includes Brand Awareness And Brand Image.
Comparative techniques- In this, behaviour and reaction of buyers towards brand assessed so it
will estimated the advantages that arising awareness regarding strong image of brand. Such
techniques involved like Marketing Based Comparative approach and Brand Based
Comparative approach.

For Coca-cola For Pepsi
Coca-cola organisation should considered as
one of the leading and famous brand so they
are serving products in all over the world
(Burmann and König, 2011). They can make
different advanced marketing techniques so it
will provide proper benefits to the firm in
market.
There are different techniques that can be used
by coca-cola are: Free association- By using this
methods, firm try to analyse the range
of desired brand association which are
smoothly running in the mind of
consumers while purchasing soft
drinking items.
 Brand awareness- This is qualitative
techniques of research where firm tries
to make their good image in the mind
of customers so it they can easily
identify these factors for anytime and
anywhere.
Pepsi is one of the leading brand which offer
drinking and beverage items to their desired
customers. They has to face many tough
competition in the market but still they have
strong marketing team who manage and
handle various business operations and
functions in proper manner.
There are different techniques and methods
used by Pepsi that are as under:
 Brand based comparative approach-
This is that approach which help in
assessing that how buyers can response
towards new products similar firm in
the large market place. Some Pepsi
products such as Diet Pepsi, Mountain
Dew, 7UP, Tropicana.
Brand Equity Audit and Tracking techniques:
The main motive of this brand audit is to analyse that where such brand has currently
place and standing in the market place (Freling and Forbes, 2013). This is determined as legal
responsibility for each company to conducting brand auditing. There are various steps that has
been follows:
Market context- In this, Pepsi and coca-cola try to find out various factors which directly
effects on brand equity whether it is positively and negatively in such manner. An organisation

should going through at market from different angles so they can stop effect of negative
elements.
Brand equity strengths and weaknesses- In this phase, they mainly discuss about current
market share of coca-cola and Pepsi and their image characteristics, brand loyalty and brand
sensitivity among customers (Gatti, Caruana and Snehota, 2012).
Brand equity Description- By this, firm try to review that how buyers give response to the
specific brand and also their feeling regarding it.
Competitive strategies and tactics- In that region, brand audit can be designed to provide clear
details of present strategies of communication and tactics of Pepsi and coca-cola and its tough
competitors.
Tracking of brand can be said as the manner to daily measure of brand development along with
few variables such as; preferences, awareness, usages, mindset, perception and many other.
The major aim of this is to track and record the satisfaction level of consumer as well as their
behaviour in the global trade toward the Coca-Cola and Pepsi as well as other services and
products.
Valuing Brand Approach: Here are several brand valuation approaches are:
Research Linked with Approach: research is being conducted on clients and consumer
so as in order to evaluate the Coca-Cola and Pepsi brand performance in the marketplace. There
is no any financial utilisation and value in there (Brand Management- Meaning and Important
Concepts. 2017). The several elements which have an influence on the achievements in the
perceptions of clients which is very essential to be evaluated
Financially driven technique: This is reliable on the financial work and performance of
both organisation including Coca-Cola and Pepsi. The several techniques have been discussed
here which is:
 Approach of Cost: This refer to the brand value through aggregating entire historic price
which are occurred through the organisation in regard of carrying this in recent state.
 Comparable: Pepsi and Coca-Cola is using this approach for arriving the brand values
through cost observing techniques of rival organisation of distinct brands.

CONCLUSION
As per the above mentioned project it can be analysed that Brand management is that
procedure which help in analysing and planning for how can brand understand by customers in
large market place. For creating and maintaining strong relationship with customers, brand
management is the most essential factor. The one of the major motive of branding is to build
relevant and differentiated presence in the huge market area which assist in attracting large
number of buyers towards specific products and services. An individual perception remain
positive towards developing good brand image which help in formulating effective brand equity
in the large market place. Brand management is the process of developing and creating strong
relationship between buyers and firms products for generating large amount of profits and help in
retaining them for long time period. The major benefit of effective brand management which
assist in capturing large market share that can increasing company profits in proper manner. It is
essential for brand success is to make and create profits in proper manner. For making existence
in the branding market so it will help in analysing their products and services.

REFERENCES
Books and journals
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measuring, and managing brand equity. Pearson Education India.
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Freling, T. H. and Forbes, L. P., 2013. An empirical analysis of the brand personality effect.
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Online
Brand Management- Meaning and Important Concepts. 2017. [Online]. Available through:
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