Importance of Brand Management in Organisation

BRAND-MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
A. Importance of branding in organisation.................................................................................1
B. How do organisation develop and grow brand equity. ..........................................................2
C. provide suggestions of how M&S brand can be extended, reinforce and revitalised............3
TASK 2 ...........................................................................................................................................4
1. Identify an organisation that follows of the models with an analysis of difference between
the models...................................................................................................................................4
TASK 3............................................................................................................................................5
1.Explain the meaning of brand leverage ?.................................................................................5
2. Evaluate the strengths and weakness of the M&S brand........................................................5
3. Evaluate some options for collaboration and partnership to help grow the M&S brand local
and international..........................................................................................................................6
TASK 4 ...........................................................................................................................................7
1. Brand value ............................................................................................................................7
2. Brand awareness.....................................................................................................................7
3. Consumer attitudes..................................................................................................................8
4. Purchasing intent:....................................................................................................................8
CONCLUSION...............................................................................................................................8
REFERENCE ................................................................................................................................10

INTRODUCTION
Brand management is the process of elements that helps in determining the value of
brand in the market. A company invests a lot of money just to sustain brand value in the market
and to attracts large number of customer. Most of the company have different brand value in the
market. It depends on the customer base to adopt different variety of products associated with
similar company (Abrahams,2016). In this report it shows that importance of branding in
organisation, also how organisation develop and grow brand equity in the market. Further,
various brand strategies and portfolios that are been used by the organisation. Along with this,
the different various techniques that organisation implements for upgrading brand image in the
market. For undertaking this present report organisation selected is M&S. The cited firm belongs
to retail sector and operates globally.
TASK 1
A. Importance of branding in organisation.
Different organisation have different logo, image, and symbol. It helps to develop brand
image. Branding is the process of developing brand image in the mind of people. It helps to
differentiate the products from its competitors. Organisation develops brand image by applying
the pyramid concept that is described below :-
Presence- In this step it makes aware the customer about a brand. The customer might have
used the products and services but are not satisfied with it (Ashworth, and Kavaratzis, 2017).
They do not get attract by brand. It is important for company as well as the customer that aware
of the products and services.
Relevance – Company has to understand that takes the responsibility for customer need and
satisfaction level. A comparison of price, quality, features, etc. is made with other brand. It is
done in order to see which brand is selective for the best value to meet customer need and
satisfaction.
Performance – Company brand name is short- listed with its customer. After this it involves the
specific identification to see its potential need or not by the customer. Brand performance
decides company condition in market with specific products used and customer feedback

Advantage- this stage shows that customer first preference by using a specific brand will be
beneficial for them. consumer is so used too for company products and service. Company have
advantage on them to crates more products and their segments .
Bonding – company brand image capture customer minds to adopt with effective promoting the
brand . Customer is fully satisfied with products and its cost, feature and advantages. Its affects
the customer mind and adopt company products and services (Bieger, and Sonderegger, 2017).
Customer is also influenced by effective image of brand. A strong bond can create a good image
in the market.
Importance of brand image
Create consumer preference- Brand image influence customer taste and preference. It depends
on the company the way consumers deal with these issues is by gravitating towards brands they
know and trust.
Increased revenues and market share – Company strong brand image can increase the
different market share and its revenues. The power of brand can leverage in many ways, such as
new segments of different markets, co branding, new distribution or brand licensing.
Differentiated company image- A brand must be different with others company products and
services. Company have brand image that shows that customer have no alternative option that
adopt any other products and service of competitors.
Attract new distribution- A well known brand that provides customer loyalty helps in finding
new distribution partners in international and national sectors. Most of wants to sell a brand that
consumer ask for and provided a high turnover.
B. How do organisation develop and grow brand equity.
There are many models that are used in developing brand equity. The most conmen
model that is used in this is CBBE model that is descried below:
CBBE (customer based brand equity)- It is also known as the keller's brand equity model.
This is the brand equity pyramid is actually that tells to developing the brand equity by
understanding the customer need or taste and preferences according to changes and
implementation different strategies (Dinnie, 2015). Sometimes customer and brand have