Brand Equity Strategy and Management

This assignment delves into the crucial concept of brand equity strategy. Students are tasked with examining various strategies employed to build and manage brand value, analyzing their influence on marketing outcomes. The assignment also encourages a deeper understanding of fundamental brand equity principles and their role in fostering successful brand development.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Significance of branding as a marketing tool....................................................................1
P2 major key elements of successful brand strategy and managing brand equity.................4
SECTION 2......................................................................................................................................6
P3 Various strategies of portfolio management, brand equity and hierarchy management...6
P4 Brands are managed corporately and in partnership.........................................................8
P5 Different types of techniques and methods for managing and evaluating brand value. .11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is the marketing tool which can be used for analysing their target
positioning, brand image, target customers and perception etc. This includes important number
of features such as costing, supply and demand, customers satisfaction, demonstration and
competition in the market. For proper brand management, they provide favourable and positive
outcomes and also sale higher to their customers for specific products but all the major goods are
mainly associated with brand and it is essential to develop trust among customers mind related to
particular goods and services (Kavaratzis, Warnaby and Ashworth, 2014). The report is based on
Apple which is international technology company. An enterprise was established in 1976 by
Steve jobs. Apple is design, create and sold computer software programs, online work and
electronics services. The main purpose of this project is to understand the importance of
branding and various elements of effective strategies in proper manner. The firm also described
about different strategies like portfolio management and brand equity. This will includes
different types of techniques and methods for evaluating and managing image of brand in
appropriate way.
SECTION 1
P1 Significance of branding as a marketing tool
Branding is the one of the most important key factor for an enterprise to determine the
brand image and its major quality relates to customers and market. Brand management is the
process which includes promotion, merchandising, placement and distribution for determine
image of brands and build positive attributes in the large market area. This is the process where
firm can develop new image and name of specific products and services.
Branding is essential marketing tool so enterprise require to maintain and build effective
image among customers in the marketplace. An organisation use effective methods for
formulating the brand image and build good picture among the mind of customers that includes
packaging, logo and some unique features (Li and Kambele, 2012). Also branding assist in
increasing value of the firm and its innovative products as well as given accurate direction and
motivate the employees for getting new customers easily. Brand represent the people point of
view about firm goodwill, services, promotion and their logo or goods.
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There are certain major difference among both terms that are as follows:
Brand Products
 Brands are totally connected with
unique features and any person can not
copied this ideas.
 Brand is the identity which make
unique place among the mind of the
customers.
 Brands develop and build their own
values for longer time period.
 Brands are build with the help of
customers perception, expectation and
their experience towards company
goods and services.
 Products should be copied by any one
or firms rivals.
 Also goods are become outdated in
easy manner.
 Products are develop by most of the
company and customers are purchase
goods in exchange of money.
 Products are totally depend upon
quality and provide consumers
satisfaction to stay for long term.
An enterprise can face different type of issues and problems when they offering products
and services but due to low customers services and satisfaction in effective manner. Various
techniques and methods which directly impact on strong brand image that are as follows:
Branding is key factor of promoting- Advertisement is one of the most important
element of branding. By using the process, firm represent their effective products and services
for targeting customers in the large market place. This is used for building good image and get
special attention in proper manner. Advertisement help in building brand image and developing
good reputation in the market (Lucarelli and Olof Berg, 2011). Apple adopt advertising method
for introducing products and maintain quality of goods. By this procedure, customers get more
information which represent existing factors and it will support in getting something in different
manner. Samsung is also multinational company which develop electronic product such as
tablets, mobile phones and many others. For this, they need to promote their products by using
advertisement methods and tools for increasing awareness among customers. By this they
attracts towards their company goods and services in the large market place.
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Branding development and management- It is that process which help in developing
trust customers among their mind for long time period. People like to purchase quality goods and
effective services within an organisation and if firm provide them similar type of products as per
their need and demand. It will support in building trust among customers towards company
products and services. Apple provide unique features and make innovative ideas in their goods
for connecting customers for long time frame and also build trust about firm and their products
and services in appropriate manner. Brand make connections with targetting people for long time
period which has been increasing whole market share and gaining the firm. Samsung also build
trust among large number of customers which help in gaining attention towards their specific
products and services in effective manner.
Branding inspire workers- Employees are main part of an organisation who give their
services and contribute huge for achieving desired goals and objectives. Employees require to do
work for inspiring them for getting longer time success in easy manner. The employee work
easily to understand their major vision and objectives and they can easily getting services in
effective manner (Merrilees, Rundle-Thiele and Lye, 2011). Branding assist in enhancing their
customers demand in effectively for satisfy them regarding their unique and innovative products.
For making strong image of their brand, it will attracting large number of buyers of domestic as
well as international nation. An organisation employees can feel encouraged for doing proper
work to maintain the reputation. Both companies has been adopted latest and new technology
which can used for increasing their employees motivation and inspire them for doing proper
work.
Branding support in new customers- The main motive of this firm is to connect with
people regarding their products and services. By using this process, company introduced their
quality based goods and its unique features which never been made by anyone. Also customers
get the accurate information and data related to innovative and new products in proper manner.
This process will help in getting more profits for doing proper advertisement which support in
spreading correct information about company products and services among customers. It is that
work which help in developing new customers and for analysing effective products and services
of the company that they are served in the market. Apple and Samsung brand are famous in
whole the world so they does not need to promote their old products among customers. They
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always try to gain attention of large number of customers by their innovative and creative goods
and services.
Branding main challenges- It is one of the most essential elements of the company is
their logo because customers can only identify through their unique goods and services. It is like
assets of the firm which make them different from others (Morgan, Pritchard and Pride, 2011).
The professional logo develop and design simple and attractive brand which is memorable
among the mind of customers. The main objective of this logo have been represent their products
and services in effective manner.
While customers getting confounded between brand and goods and both of them think in
different from each other. These factors are vary different to each other but in same situations
when people influence the brand in form of company's commodity.
P2 major key elements of successful brand strategy and managing brand equity
Brand strategy and their equity refers to that term where company analyse customers
perception and practical experience. An organisation can earn high amount of income by
maintaining brand quality and desired customers in proper manner. The marketers seek to place
their products in more effective way which set in the mind of customers when they purchase
brands they easily identified their products. It is qualitative measure which determine reputation
and goodwill of an organisation among customers mind (Nam and Pardo, 2011). This includes
awareness, brand loyalty, products quality and association which gives higher satisfaction to the
buyers. There are certain key factors which make brand successful strategy that are as under:
Digital marketing- Apple digital marketing can easily evaluating their brand strategy and
public relation outcomes. The main factor of digital marketing is to use digitalisation and main
technology. Apple use digital technologies and methods for making innovative and creative
products ideas for attracting large number of consumers in proper way. It is that process which
spread awareness regarding goods that firm desire to introduce them. It is that mode of covering
attention for current and existing customers in the market place. This will provide facilitate to
generate products information. It assist in getting high income and given cost effectiveness in
easy manner. An organisation require to adopt and use digital networking, digital advertisement
and online dealing for spreading higher information. Samsung company also use digital
marketing for promoting their products identity in all over the world. For using latest digital
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technology, they can develop new and innovative type of equipments and products for their
buyers and also attracts domestic as well as international customers towards the firm.
Social media- It is most important method of promotion and build brand image among
customers mind. In current time period, most of the people use social networking for garbing
accurate information on the regular basis and improve their purchasing power. This will help in
sharing information easily from one person to another. Apple company will use social media for
increasing their brand image to connect with customers in effective manner (Ashworth and
Kavaratzis, 2010). The mode of cited firm can help in developing awareness of their brand in the
competitive marketplace. They also make their personal account where they save all necessary
information, customer reviews and new post which related to the innovative goods of the
company. Samsung firm has been use social media for promoting their current and new products
in the large market place so they can easily attracts maximum number of buyers. Most of the
country people use social media in their fee time so company post their new branded goods at
their site and attracts more customer's.
Factor for building strong brand equality:
Strategy- For an organisation, it is necessary to developing particular goals and
objectives which need to be achieved. This is very essential for building accurate strategy and
doing perfect planning for achieving major goals and targets in proper way. Brand also offer
unique and creative features for gaining benefits. Strategy will support in building strong image
in the mind of customers and markets. Both the companies has been made their strategy for
gaining attention of large number of buyers and also this will assist in achieving desired goals
and targets.
Communication- Brand equity demand for doing strong communication for building
their separate image and make effective goodwill in the marketplace. It is used for developing
market, customers interaction and get whole information about market and fulfilling customers
demand and needs in proper manner. On the other hand, communication used for recognising
buyers towards their products and brands. This process will help employees for providing them
full information regarding their new products and services which they can present and target
customers in the large market area. It is that process which assist in making or developing new
features and quality about latest technology for making proper goods and services. Apple and
Samsung firm has been communicate effectively for maintaining relationship with their desired
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customers. For this, they can communicate easily for attracting their potential buyers.
Communication assist in providing and transferring accurate information to another person in
proper manner.
Ethical and legal decision making- Authorities has been made large responsibility for
making desired rules and regulations regarding their citizens and supervise major actions for
accurate economy (Bigné, Currás-Pérez and Aldás-Manzano, 2012). In this process, parliament
platform make actions and perform legislative functions or activities. They require the ability to
increasing, reject government laws and regulations and approval.
SECTION 2
P3 Various strategies of portfolio management, brand equity and hierarchy management
Apple is very famous company in the world and they deal with software and hardware
for designing and developing, introduced and trade in mobiles, computer, online work and
customers electronics. For the organisation, brand management is significant for providing
different strategies to connect with long term customers. In this process, they can easily
understand how to build their own reputation and goodwill in the market place. There are some
secretaries which can be used by Apple at the time of brand management.
 Portfolio management- The strategy is used by different organisation when they can
operate multiple brands, services, companies under particular brand. Portfolio
management is used for encompass all such ventures under one roof. As per this
strategy, each brand has their personal trademark and legal authorities that can make
them unique and innovative. So company make brand portfolio which can used for
getting accurate outcome in easy manner (Brodie and et. al., 2013). Apple is very
popular organisation which trade in laptops, computer software and hardware, mobiles
and also in electronics items. This is effective techniques and methods for grouping with
all products and services together for dealing in international and domestic market place.
Samsung firm has been used portfolio management which help in providing operating
and managing business activities for their organisation in appropriate manner. This will
assist in maintaining business functions for achieving set targets and goals of the
company.
Should maintain well defined branding roles- For maintaining good and effective
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brand portfolio which is important to define role and responsibility of brand that make them
different from other. After adopting this process, an organisation ensure that to perform
effective roles and duties for developing products and services regarding competition market
area. Each and every brands required to managed different activities for successful business.
Both firms has been maintain proper branding roles and responsibilities which help at the time
of making effective brand portfolio. So these companies make their products more effective to
use by the consumers.
Determining sub- brands- For the firm, it is very essential for building and developing
particular distance to the sub-brand for make their effective image in the large market place.
This factor is beneficial for organisation is to compete with tough rivals who also make similar
type of products (Buil, De Chernatony and Martínez, 2013). It easily identify the major
strength, weakness, opportunities and threats in the selection of growth in the domestic as well
as international market. Apple and Samsung companies has been determine sub brands which
assist in building good image of products among mind of customers in the large market area.
Associate to the business strategy- In an organisation, it is necessary to make interaction
with target customers for easily achieve target goals and objectives in effective manner. Apple
effective strategy can easily how to promote and launch new product at the large marketplace.
On the other hand, Samsung made those business strategy which are appropriate for their firm
and improve their functions.
Create and analyse branded distinguish- For apple, it is essential for creating their
brand image in positive manner among various people because major competitors products that
can negatively affect on brand image and do product evaluation in the market area. Branding
assist in making different image of an organisation so it includes special trademark and logo
which has been introduce by enterprise for their goods and services. Samsung organisation can
help in analysing and developing brands which are totally different from each other. Also they
require to maintain products image in the mind of potential customers. Brand equity strategy- In the brand equity, there are different factors which directly
impact on strength of specific products or brand. It is that process which can easily
understand their Keller's Brand equity model. The approach behind their equity model
for offering strong image of brand as per the customers needs and demands regarding
their products and services. The major strategies are mainly divided into four factors and
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they can describe different thinking. Apple and Samsung use brand equity strategy for
analysing impact of products on negatively or positively towards customers attitudes. Brand hierarchy- It can defined different brands strategies which addressed the number
and nature of same and distinctive brand components involves within an organisational
products, indicating explicit ordering of brand elements (Christiaans, 2012). There are
three objectives and goals which identify brand architecture that are describe as follows:
◦ Clarity- Brand hierarchy should promote regarding offering products in the market
place but also within the internal organisation.
◦ Leverage- The properly organised brand strategies can provide leverage for the
Apple company so they can extend their branding in the form of both vertically and
horizontally for covering large segments of market area and customers in effective
manner.
◦ Synergy- The strategy committed that Apple deliver against large brand promise
than any single brand can be achieved.
Along with this, some of the basic reasons of doing brand hierarchy that are discussed as under:
Customer confusion- When customers get confused, then they can not easily choice their
desired products and services which will be offered by Apple firm (Dempsey and Gruver,
2012). Samsung company help in eliminating consumer confusion regarding products and
services which provided by them.
Disorganised brand weaken upcoming business planning- The successful business face
different type of major issues or problems. If an organisation made improper structure in the
place then allocation of resources does not done appropriately and its impact are directly on
business strategy of the firm. Apple and Samsung firm has been face various types of problems
and issues which create hurdles within an organisation. So they need to organise goods for
making effective future planning.
P4 Brands are managed corporately and in partnership
There are various brands of information technology among them popular brands are Apple and
Samsung which both are famous companies in all over the world. All the business have been
managed their brands in more effective collaborative manner whether it is national and
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international level. The major identity that are as under:
Leverage- Apple major strength is to bargaining table which comes from deeper place.
When smaller and weak Apple talked about five major recording labels into selling music
which is iTunes for approx. $0.99. on the other hand, customers base should be maintained for
spending money along with their willingness (Esch and et. al., 2014). Also they has been
dropped at least $1500 on iPod and mac. Most of the customers are loyal with Apple company
and it make sense related to featured and price perceptions because they love and experience the
use of cited firm products and services. Samsung also provides innovative and creative products
which attracts large number of buyers. They need to maintain their leverage amount which help
in managing their business operations and functions in better manner.
Brand extension- Apple is one of the most famous company which can expand their
business by developing and manufacturing computers and introduced in the market place. They
will also launch new kind of cell phone. The latest brand expansion is the iPad which is great
thing for customers who love technical harm. In recent, they are think to open online store for
selling mac apps. On the other hand, Samsung firm should expand their brand in all over the
world which assist in attracting maximum number of buyers towards their products and
services.
Concepts and strategies of brand extension- Each products are associated with core products.
Also Apple enter in the music industry which is the main reason that computer manufacturing
and sell songs and films but the brand leaders recognise larger range demands that related to
consumer experience cycle, purchasing songs, mobility and albums by this they develop an
encompassing offering that includes iPod, iTunes and iStore (Gratwohl and et. al., 2011). Both
the brands should maintain their companies products concepts and strategies for expansion of
brands in proper manner.
There are various strategies concepts which assist in measure desires for brand
expansion into new collection. It includes: Innovation- An organisation can take proper decisions related to products alterations in
which they add more values or new features in current goods or introduce latest products
in the huge market area, it is known as Blue Ocean strategy.
 Brand portfolio administration- In this process, business management can form
accurate information regarding brands quality and features and also adopt brand
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portfolio method for identify weak brands and use another one for acquiring sales and
marketplace.
Apple organisation can use Ansoff's growth share matrix which assist in making proper
strategic plans and also adopt best suitable strategy for maintaining effective business or
compete with different rivals. This will play an essential role in evaluating new and latest trends
of market place which help in expanding business brands whether it is domestic and
international level. These can be understand by their major categories which should be divided
into four parts that are as follows:
Market penetration- It is that process which refers to sell products to existing customers
in proper manner. This will depend upon accurate strategies which promoting goods and
reducing prices for enhancing sales (Hanna and Rowley, 2011). This strategy mainly used by
supermarket and big retail chain. Apple realise that new launching iPhones adds some features
and make them attractive because customers desire to buy these type of goods and services. On
the other hand, Samsung is one of the most famous organisation which is major competitor of
this firm. So an enterprise can use effective promotional strategies for convincing customers
towards their innovative products and services. On the other side, Samsung firm can sell goods
and services for current customers in effective manner. They also manufacture different type of
goods such as tablets, cell phones, gadgets and some other.
Product development- This refers to the developing goods and services for potential
customers that make them loyal towards brands. It is the intermediate risk strategy which are
well-known with business organisation but not with the commodity. Apple will introduce iPod
which is reordering for their current customers in terms of accessible and portable device.
Samsung firm should develop and produce their innovative products for attracting different area
buyers and they can make creative ideas for gaining attention of more customers in the large
market place.
Market development- While existing customers launch goods and services in whole new
market place which is known as market development. Apple introduce iPad touch which except
that iPhones can use for only take calls. So this is necessary information that company required
to expand their market in another locations for attracting large number of customers. Samsung
organisation also launch their various types of goods and services for expanding their market
awareness regarding their new products.
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Diversification- This process refers to introduced and launch new products in whole
market area. Such kind of strategies included many risks and amounts which should be aware
regarding future results but still the ending reward is valuable (Hollebeek, 2011). Apple always
introduce new and latest products which are totally differ from their current goods like iTunes,
iPod so they enter in the music sector from phone or computer that are really risky. Samsung
firm has been diversify their goods and services which desire by customers and also they can
attain desired targets and goals for an organisation.
Brand collaboration and partnership- Cisco and Apple are make their best experience
with using device of Cisco networks. It will introduce new goods that includes macOS,
integrations of iOS and new technology from Cisco, it can help in stay connected with
organisation networking in proper manner. They can obtain the entire performance of business
and make collaboration by using video and voice calls collecting with business needs and
requirements.
P5 Different types of techniques and methods for managing and evaluating brand value
Brand value is very necessary for each business organisation that can help in making business
successful, growth and development of the firm. This is beneficial for them for attracting huge
number of customers towards cited firm products and services. The brand value can be
maintained and follow various tools and techniques which are as under:
Clarify brand value perspectives- It is the first step where firm clarify their brand value among
rivals. This can be divided into two categories such as hard line and soft perspectives. These
both are beneficial for the customers because they look for pricing strategies (Hwang and
Kandampully, 2012). Apple mainly concentrate on selecting promotional activities and
strategies for generating needs of customers and developing awareness. Also Samsung company
has made those products which clearly identify the specific information related to their brands
and evaluate accurate perspectives of their customers.
Ascertain branding value research objectives- In the business organisation, they can identify
their goals and targets of research in proper manner. It assist in achieving desired targets and
long term goals in effective way so that Apple firm can focus on growing rapid by introducing
latest or featured products in appropriate manner. Samsung company also determine the value
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of branding system with the help of doing research and analyse their major objectives.
Understanding customers behaviour and attitudes towards brands- In this step, organisation
can identify the basic motive of customers behaviour, attitude, preferences towards brand (Jiang
and Iles, 2011). Apple company generally organised such kind of examination for evaluating
clients wants and demand. On the other hand, Samsung firm should need to understand their
potential buyers attitudes and behaviour towards particular products and services.
Recognising brand value elements to evaluate- An organisation can use advertising methods
for encouraging their goods and services and adopt different communication channels that
includes publicity, sponsorship, public relation, models etc. This will assist in attracting large
number of buyers towards firm products. Both the companies require to identify their branding
value for evaluating and determining major factors in proper manner. They can also use various
methods for promoting their goods and services among buyers.
Evaluating perceived brand distinction- In this stage, firm can easily recognise the customers
point of view regarding brand value. All the business organisation can easily determine or
measure their goods beliefs in the competition market place. Apple can know their brand
measure among tough challengers such as Samsung, Samsung etc.
Take quantitative and qualitative methods for collecting brand value information- These
approaches are useful for the firm so they can easily identify their customers needs and demand
(Brand equity strategy. 2017). So each company can organise these type of study for evaluating
branding value in proper manner. Also both firms has been adopt such techniques for gathering
correct brand information and data in effective manner.
Brand equity audit and tracking techniques- Apple is very popular brand in whole the
world. The main motive of this is to analyse its strength, weakness, opportunities and threats
and organisation will use that frame in which SWOT analysis can be applied that are as follows:
Strength
Innovation products- This is prominent ability of Apple company. So they can make creative
and innovative products for attracting large number of customers in appropriate manner.
Position of leadership- Apple is the leading firm which deal in auto mobile in all over the
world so they sell their products.
Brand equity- For getting the leader position in the market place, it is need to have higher brand
equity so Apple has large number of brand among all company where they involved with
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merchandising related type of products.
Weakness
Matching with customer expectation- Apple is one of the leading company which has been
sharing market share but expectation are going beyond for offering and serving products to
various type of goods and they can frame their products according to the choice of each person.
On the other hand, people wants more for year to year and it is not an easy task for maintained.
Incompatibility- The major problem or issue of this company is to face many type of products
which are not completable with other person.
Opportunities
Advancement of technology- This has been always an opportunities. People are looking for
changing material among them.
Growing market- Apple is one of the leading firm which is equal to the growth of nation or
GDP for developing nations.
Threats
Market penetration- They are selling more products and services which arrived by an
organisation that will create proper marketing penetration.
Laptop competition- Macbook is the best for market use but same are arrived with making good
quality by Dell and Sony.
CONCLUSION
From the above mentioned report it can be analysed that Brand management is the
marketing tool which can be used for analysing their target positioning, brand image, target
customers and perception etc. An enterprise require to maintain and build effective image among
customers in the marketplace. For promoting branding is the one of the most important key
factor for an enterprise to determine the brand image and its major quality relates to customers
and market. An organisation can earn high amount of income by maintaining brand quality and
desired customers in proper manner. For the organisation, brand management is significant for
providing different strategies to connect with long term customers. Apple and Samsung business
have been managed their brands in more effective collaborative manner whether it is national
and international level.
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