Brand Management: Strategies, Theories, and Evaluation

University
Unit 41: Brand Management
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Unit 41: Brand Management
Table of Contents
Introduction................................................................................................................................................3
Task 1: Establish an understanding of how a brand is constructed and accomplished over time.4
P1: Describe the significance of branding as a marketing device and why and how it has
developed in business practice...........................................................................................................4
P2: Examine the key constituents of a positive brand strategy for building and handling brand
equity......................................................................................................................................................4
M1: Assess how brands are managed positively over time using the presentation of
appropriate theories, concepts, and models.....................................................................................5
M2: Apply suitable and authenticated examples within an organizational context......................6
D1: Provide an acute evaluation that is reinforced by justified proof demonstrating a complete
understanding of branding within an organizational context...........................................................7
Task 2: Analyze how brands are organized in portfolios; how brand hierarchies are built and
managed....................................................................................................................................................7
P3: Analyze different strategies of portfolio management, brand hierarchy, and brand equity
management..........................................................................................................................................7
M3: Critically analyze portfolio management, brand hierarchies and brand equity using
appropriate theories, frameworks, and models.................................................................................8
Task 3 Evaluation of Leveraging/Extension of Brand Domestically and Internationally by Time. .9
P4 Performance of Brand Management in Partnership and Collaboratively at Global and
Domestic Circumstances.....................................................................................................................9
M4 Critical Evaluation of Diverse Techniques Usage in Leverage and Extended Brands.......10
Task 4 Evaluation of Techniques in Usage of Measurement and Management of Brand Value.12
P5 Evaluation of Diverse Techniques in Usage of Measurement and Management of Brand
Value.....................................................................................................................................................12
M5 Critical Evaluation of Applying Techniques in Usage of Measurement and Management of
Brand Value in Development of an Enduring and Strong Brand..................................................13
D1 Critical Evaluation in Support of Justified Evidences Demonstrating a Comprehensive
Understanding of Branding within an Organizational Context......................................................14
Conclusion...............................................................................................................................................16
References..............................................................................................................................................17
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Unit 41: Brand Management
Introduction
The report is based on the brand management of a selected organization and it is an
informal business report. The organization selected here is ASDA, which is an UK-
based supermarket organization. Headquarter is located in Leeds, West Yorkshire. The
company was founded in the year 1949 with the associated dairies companies of
Yorkshire. Brand management is significant to uplift the sales value and market share of
an organization. Therefore, a detailed explanation of brand management and its
theories and models are applied in this report over ASDA. The report is divided into four
task and each of the tasks has its own functional values. Brand management is an
ongoing procedure that includes consistency and maintaining around someone’s brand
and delivering on the values the company holds dear for forging a positive relationship
with the customers. ASDA can have a strong customer recognition system with the help
of brand management. Besides that, brand management will help ASDA to bring a
competitive edge in the modern market. As a result, the shared values and customer
loyalty of the company will increase accordingly. Thus, brand management is significant
for ASDA to increase credibility as well as ease of purchase.
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Unit 41: Brand Management
Task 1: Establish an understanding of how a brand is constructed and
accomplished over time
P1: Describe the significance of branding as a marketing device and why and how
it has developed in business practice.
Branding is a marketing tool which helps the organizations to select their target markets
and customers and brings competitive advantages. Branding also helps in delivering a
clear message about the confirmation of the organization's credibility in the modern
marketplace (GRZESIAK, 2015). Moreover, it emotionally connects the target prospects
of the organization with their services and products. It also creates the magic bullet of
user loyalty and motivates the customers to make a purchase. In short, branding is a
problem solver for companies like ASDA. In many businesses, branding has helped the
entrepreneurs to develop a strategic marketing plan and understand the purpose of their
key objectives. It also enables the entrepreneurs to align a marketing plan with those
purposes and fulfil the predominant strategy. However, a strong brand makes the
company easy to introduce exclusive and new products and services in the targeted
market (Riley, 2016).
P2: Examine the key constituents of a positive brand strategy for building and
handling brand equity.
The key constituents of a positive brand strategy for building and handling brand equity
are described below:
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