Brand Valuation Strategies

The assignment delves into the significance of brand management in enhancing customer loyalty and value. It examines branding as a marketing tool and its evolution within business trends. Key elements of successful brand strategy development are discussed, including portfolio governance, brand hierarchy, and equity management. The analysis critically evaluates various techniques for leveraging and extending brands effectively. Using Land Rover and BMW as examples, the assignment scrutinizes different methods for measuring and managing brand value in the marketplace.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1. The grandness of brand as a commercialism tool and why and how it has come forth in
enterprise activity........................................................................................................................1
P.2. The central elements of flourishing trade name plan of action for construction and
handling trade name equity.........................................................................................................4
TASK 2 ...........................................................................................................................................6
P.3. The various schemes of portfolio governance, trade name hierarchy and trade name
equity administration...................................................................................................................6
..........................................................................................................................................................9
TASK 3............................................................................................................................................9
P.4. How trade name are managed join forces and in business concern both at internal and
global flat....................................................................................................................................9
TASK 4 .........................................................................................................................................11
P.4. The different types of methods for measurement and pull off trade name measure image
...................................................................................................................................................11
REFERENCES..............................................................................................................................14

INTRODUCTION
In this investigation, this assignment review on the brand management and their
importance in the company for increasing their value on the mind of customers. In this research,
we would discuss about to the grandness of stigmatisation as a commercialism way and why and
how it has come forth in enterprise pattern and analysed the central constituent of a flourishing
trade name scheme for construction and pull off trade name equity. Moreover, this assignment
define about different plan of actions of function governance, trade name hierarchy and brand
name equity direction and measure how brands are governed together and in business
governance both at internal and global even efficiently. Ultimately, this study would evaluate the
various kinds of methods for measurement and carry off brand worth exploitation Land Rover
and BMW organisation.
TASK 1
P.1. The grandness of brand as a commercialism tool and why and how it has come forth in
enterprise activity What is brand: A trade name is a specific symbol, logo, grade, name, word and
conviction which is used by each company to classified their product from other
companies. There is an association of one or more elements to utilize to become a
popular brand. Most of the brand is given legal protection by company’s low of their
region and this is called trademark (Christians, 2012). Why it is important: There are many factors which makes a popular brand in the world,
brand is all about to a strategy which is not only make loyal customer to a particular
brand but also create loyal employee who prefer to work with a particular brand. Brand
provides the value and something to trust on them to stand behind. It assists to know
about the goals and objectives of a particular business. Brand equity: This terms describe about the brand premium that a company generate
from their quality of product and services with their identification name, when they are
compared to other brands in the market as equal segment (Kavaratzis, Warnaby and
Ashworth, eds., 2014). Each company make their brand equity by providing valuable
product and services and memorable and superior quality of product to their customers. Important of branding as a marketing tool:
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 Customer loyalty: Branding as a tool of marketing assist Land rover company to make
their customer loyal towards the brand equity of the company. Companies’ wants to
create close bonds with make a premium brand identities on customer mind (Abrahams,
2016). Consumer prefer to quality of product and services in which they can easily trust
on them so Land rover provides premium quality of their vehicles and services to their
customers with effectual manner, so this activity make over client truthiness on the mind
of their loyal clients to purchase their product and services frequently. Consumer pay for image: Branding helps a company to make it popular in the market so
that Land rover company create their brand premium as marketing tool and people
always include brand name with their quality so that It makes their customer fidelity with
their premium brand choice and consumer pay for their image only and forget about to
the competition in the market. It helps the company to make easy of product's marketing
in the market. You become well-known: Marketing tools helps to make you popular and promote in the
market and become you well-known as a premium brand on customer mind so that Land
rover firm also prepare some advertising and promotional marketing activities which help
the firm to make them poplar but in the side of Land rover company, its brand name is
enough for their loyal customer to purchase its product and services (.Fetscherin, 2010).
So that branding of Land rover firm helps the company to enhance their sales and
customer shares in the market. Branding promote you to well-known at the marketplace. M.1. How trade name are pull off with success over times exploitation theories,
framework and conception The branding theory: This approach describe about to specific name of the brand which
could help them to manage their business standard (Temporal, 2011). It provides the
concept in which a particular name of the brand are selected for maintain their standard in
the market and then make people aware of this brand with the help of promotional
activities and try to furnish their customers’ demands what they actually require in your
product and services. And then establishing the best relationship with their first customer
by providing effective services and products and know about to the product benefits and
facilities to customer to make them popular in the market and growth of the business as
well. And company must try to reach at highest development level of their functions of
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the product and brand and never compromise with them. With the help of these activities
you would to successfully manage you brand standard at the marketplace.
Organisation Sort Channel and Consumers Form Trade name
A good is successful by a company and could be acquired by a consumer in conversation
for wealth while trade name are reinforced through user internal representation, outlook, and
knowledge with all channels or employment under a trade name comprehensive.
Goods Could Be Derived and Replaced but Trade name Are Specific.
A goods might be traced by challenger at some instances.
Goods Are Immediately Substantive but Trade name Get over Substantial over Instance
When you launching a fresh good, it’s effortless to form that good immediately significant and
helpful to customers because it functions a circumstantial purpose for them. However, a trade
name is insignificant until customers have an opportunity to inexperience, it constructs
belongings with it and evaluate in it. That’s why the 3 paths to brand structure consider property,
persistence, and control. It proceeds instance and endeavor to persuade customers to accept in
your trade name.
 The value based brand theory: This theory describe about to the value based brand are
deliberated to create long term customer to a particular brand. Each brand success are
depended on their value in the market which the firm deliver to their customer with the
assistance of their quality of product and services (Dinnie, 2015). The value based brand
theory says that customer and their loyalty towards the brand it backbone of successful of
brand and a brand lifeblood is customers so that company need to develop their brand's
product and services at the satisfaction level of customers and frequently implement
innovation in their product to better manage their brand of company at competitive level.
 D.1. EX: Land Rover follow their segmentation approach which are divided in different
group of people according to their test and preference of their customer so that a strategy
can be build according to promote their brand offering. Land Rover make innovation in
their vehicle at various level and update them time to time so that they would be able to
increase their market sales.
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P.2. The central elements of flourishing trade name plan of action for construction and handling
trade name equity
Each company have its own brand equity measurement and powerful brand in the world
like Unilever, Adidas, Nike etc. have strong brand equity (Qian, 2014). Brand equity is elements
of brand capability to attract their customers toward their brands equity and image in the market. Brand loyalty: This component of successful bran strategy totally reflects by customer
attachment to a brand to enforce their customer to frequent purchase their product and
services. Brand loyalty make each person to create their preference toward the brand's
product and services and make them more important to their customers in terms of
accomplish their brand goal and objectives effectively. Brand awareness: For establish awareness of brad on consumer mind then first of all you
should know about to who you are and what you do for your customers are necessary to
know. If your customers are well-known about to your brand in the market then they
would consequently recall and identify your brand in the market(Bergkvist, and Bech-
Larsen, 2010). You could use of several successful branding strategies to make their
customers more comfortable with your brand image and value to reach to each customer
in the market who wants to enjoy your brand services and products. It helps to create an
appropriate brand equity on customer mind so that they recall again and again of your
brand's product and services. Perceived brand quality: This component of successful brand equity strongly refers to
reason to purchase your product in the market (Sola, 2012.). Quality is an attribute to the
brand and other product of same brand also maintain the range of quality and satisfaction
level on consumer mind which all other product and services of same brand. So perceived
quality play a vital role to build a trust on consumer mind and increase brand equity in
the market.
Example: iPhone specially known as selling their premium smartphone so that with smartphone
they also provide laptop and iPad as well as so that they have also same brand equity in the
market as iPhone smartphone conduct brand equity. Brand association: A specific set of brand association help consumer process which
helps retrieve concerned information about particular brand. These exercises help the
consumer to differentiate competitors, complimentary reason to buy and could establish
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the positive attitudes towards the brand equity in the market. Brand association provide
the all information about various brand from which a customer can select their loyal
brand and compare their product and services with other competitor as well to build their
brand equity at the marketplace. Proprietary assets: This feature add some competitive advantage for your brand and
provide some protection from other competition in the market so that they would be able
to build their strong brand equity (Hatch and Schultz, 2010). These activities involve
such as brand copy rights, patents, established strong relationship with loyal customers,
intellectual property protection to promote their brand more effectively at the
marketplace. These all are the key components of brad equity which helps the company
to build and manage effectively their brand equity on consumer mind to frequently use of
their brand's product and services.
 M.2. Apply appropriate and validation example:
 Land Rover is known as high quality of luxury car manufacturer at the globe level so that
it has wide range of marketplace in automobile industry so that they need to develop their
strong quality of market share and brand equity in the market for defeat their competitors
in the future with the help of its strong brand equity value in the market (Gatti, Caruana
and Snehota, 2012). This luxury car manufacturer company provide innovative
techniques and huge range of features in their luxury car products and also have patent
their all innovative techniques used in the car. So that it helps to make it unique image in
the market and attract loyal persons by this strategy to buy their specific product and
services. It helps to increase their brand equity and customer loyalty at the marketplace.
 HOW COULD A TRADE NAME BE CONTINUALLY APPLICABLE AND
AWARD ITS ATTRIBUTE?
 As an absolute business organisation liability, a trade name is impacted by ever-dynamic
marketplace mechanics. Appreciation behaviours translation; mark portion germinate,
and business relation flexure. Leftover inactive and remainder on foregone award isn’t an
alternative present day. However, with constituted trade name, we knowing customers
and consumers are hunting acknowledgement of what they recognise and property. There
is frequently a precise shape between germinate to fitting marketplace request and
analytic your loyal purchasers.
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 The manner a trade name immediate itself and prosecute outwardly is equally captious. A
flourishing trade name occurrence is one that systematically convey to being the trade
name to make over apprehension, relation, and affinity.
TASK 2
P.3. The various schemes of portfolio governance, trade name hierarchy and trade name equity
administration
Trade name portfolio scheme involves a company's different brand and branding
elements to drive a portfolio growth in the business (Kelley, Sheehan and Jugenheimer, 2015).
Brand portfolio strategy also helps the organisation to ascertain how to create optimum trade
name construction by exploitation assorted schemes such as sub-brand, capital trade name and
support trade name etc. Capital brand: The capital trade name is a chief brand reputation of a good and services.
This is usually the large stigmatisation factors on good bundle or in a portion of
abstraction. This is what person are concern about to when they talking about to the
particular trade name. Each trade name has its capital trade name and the very simple
branding have just simple and primary product description. Brand such as Land rover,
domino's, Starbucks etc. have their some particular primary brand name to manage their
brand portfolio strategy effectively.
 Sub-brand: Sub trade names are alternate trade name factors that spill beneath the capital
trade name and fundamentally above the product description. Sub-brands are group of
product and services which are generally offering that are unique in several substantive
manner from the capital trade name. Several sub-brands have very small branding factors.
Sub-brands could be useful when there are differentiated between various product are
sold of a particular brand(McDowell, 2011).
With the help of these above strategy Land rover and BMW automobile companies could use
these strategies to develop their particular brand portfolio effectively in terms of increase the
value of their brands in the market.
 Brand hierarchy strategy: A trade name hierarchy is a process of compendious the
various stigmatisation schemes by showing the figure and quality of average and
characteristic trade name factors through establishing the expected stigmatisation
relationship among the various product and services sold by the business (Solomon and
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et.al., 2014). A brand hierarchy is a graphically depicting trade name plan of action. A
brand hierarchy is depended on how a good could be proprietary with the help of
association of different features added and branding factors are combined for make a new
product and develop them as a popular brand.
There are following two brand hierarchy strategy which are used by two different companies
Land Rover and BMW both. Corporate brand hierarchy: Business firm stigmatisation is an exercise of utilising a
particular establishment name as a good trade figure. Land Rover Company use firm
trade name assets to make over trade name knowledge. Business firm brand describe
about to those promotional activity which is used by a company to promote their brand as
a corporate entity at the marketplace. Corporate brand use their product and services as a
major name of their brand in the market and take some promotional activities to develop
them more efficiently in the market. Corporate branding involves various marketing
activities including several products and services under the name of the company. Individualist trade name: Individual brand also knowing as specific good stigmatisation
or several trade name. This is a merchandising plan of action in which all product name
are given as a premium brand name in the market so that they would be able to develop
their each specific brand as a premium brand in the market (Balmer, 2012). The main
advantage of this strategy is that every particular brand has its own identify and value in
the portfolio which is unique. This is strategy using for different products for different
names in the market. Such type of branding strategy helps to establish a unique types of
brand identity and position as well at the marketplace.
 Brand equity management: Trade name assets is the measure and strength of the brand
which defines the measure of the brand on consumer mind. It also defines the different
brand striking of several trade name images on user consequence to various brand
merchandising. Brand equity management is an effective management strategy of
branding that provides information about how to maintain our brand image and reputation
in the market by providing quality of product and services our targeted customers and
also loyal customers who increase value brand equity in the market.
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TASK 3
P.4. How trade name are managed join forces and in business concern both at internal and global
flat
Domestic level: There are many ways in which both companies Land rover and BMW
could use of different strategies to develop their broad brand image more effectively with the
help of providing their efficient and effective product and services in the UK (M'zungu,
Merrilees and Miller, 2010). Land Rover are well known automobile company and luxury car
manufacturing company in the country. There many collaborative strategic by which they would
be able to expand their business at domestic level. Their brand management with collaboratively
and partnership both level are as following:\ Collaborative innovation: This approach could be more effectively useful to establish
effective branding of Land Rover in the country (De Chernatony, 2010). There are
several ways, like they could use some domestic automobile companies who are
providing best automobile services in the country. They can collaborate with them and
produce and invent some unique automobile luxury car which are more effective than
there previous version which make a huge effect by its latest technology and unique
design of vehicle can increase the market value of Land Rover firm's brand name and
effectively manage them with the help of collaboration with domestic automobile
companies.
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 Modification: They can use modification approach to develop their product and services
in unique way so that they would be able to create their huge brand image at domestic
level. Using various model of car according to the customer preference at domestic level
can provide several appropriate unique car models to their customers. They can make
partnership with their domestic car companies who maintain the same standard in the
market as Land Rover firm. Like, with the help of make partnership with BMW
automobile company, they can use innovative techniques to modify their new cars in
unique way so that they would be able to addition their trade name value in the
marketplace and effectively manage them as well. Offering: They can provide some attractive offers on their product and services which
are mostly use by their customers on some occasion. They can have partnership with
domestic automobile marketing companies who provide various brand car sale services
at several regions in the country so that Land Rover can make partnership with many of
domestic car sales companies who provide the many car brand selling services to
customer(Ashworth, and Kavaratzis, eds., 2010). On special occasion they can provide
some special offer and vouchers on their specific cars and these activities helps to
increase their brand quality and effective manage them as well. Global level: There are several ways in which Land Rover and BMW can collaborate
and make partnership with other brand at global level so that with the assistance of these
exercises they would be able to increase their market share worldwide and manage their
brand value and image effectively. Partnership with top brands: Land Rover and BMW both can use partnership approach
with each other and at several top global automobile companies so with the help of that
they can create their brand equity more effective at worldwide marketplace. They can
change in their some selected product and services such as they can change their car
model and their engine according to demand of various countries customers in the
market. Partnership with top brand at global level provides some new model and they
collaboratively develop some new automobile techniques so that they will create their
brand image very effectively and increase their sales at global level.
 New marketing strategies: Land Rover and BMW can use some effective marketing
strategies which are necessary to promote their product at various level in the market.
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They should hire some new employee to implementation of marketing strategies in
various countries effectively (Hanna and Rowley, 2011). They can provide some
effective way such as hire new domestic employee from the country in which they want
to promote their automobile product and services effectively. They can implement
several new marketing strategies to promote their product to their targeted audience so
that they would be able to know about to their new model and services and purchase
them. These all above activities helps to extend the brand of Land Rover at domestic
level and global level as well.
TASK 4
P.4. The different types of methods for measurement and pull off trade name measure image Trade name measuring methods in abstraction to both trade name Surveys: Frequently having survey is a most appropriate way to measure Land Rover and
BMW brand value image at domestic and global level as well. There are several ways
which are telephone, e-mail, websites and personal questioning to local people about their
brand provides a huge knowledge about to brand image value in the market so that this all
activities would help the company to effectively manage their brand image value and
sufficiently measure them as well. Website traffic: This is the effective way to easily know about to Land Rover and BMW
brand value image in the recent market (Rosenbaum-Elliott, Percy and Pervan, 2015).
This can be happened with the help of direct channel tool which is provided by google
company as an analytical tool that assist the business to evaluate the numbers of visitors
on their official website and trying to reaching to the brand name and services effectively.
This activities help both the organizations to measure their brand value image among
various competitors in the market efficiently.
 Social listening: Social medial is also an effective tool to measure Land Rover and BMW
companies brand value image effectively. Social group media like Facebook, twitter, E-
mail, Instagram etc. these things helps to measure Land Rover and BMW brand value
image and performance in the market and also know about how much their brand are
liking by peoples. This could be accomplished by reviewing customer feedback and
comments on some specific product and services of the company.
TECHNIQUES AND BRAND EQUITY AUDIT
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 Clearing the perspective: Brand equity could be measured with the help of different
perspective effectively. The yearly financial statements of Land Rover and BMW assist
them to look at the price premium efficiently (Barrow and Mosley, 2011). This is also
assisted to know about to the premium price in which their customer can afford or
efficiently pay for their innovative product and services at the marketplace effectively. Evaluate brad equity research objectives: These are the things, which are specified into
3 sections which are trailing, researching and increasing the power of trade name
effectively. These three approaches assist them to raise revenue of Land Rover and BMW
companies and also ascertain their position among the competitors in the market.
 Customer behavior: The assessment of customer behavior towards the product and
services provided by Land Rover and BMW companies. How their customer behavior
and review after using their product and services properly. This could also be done with
the assistance of existing loyal customer in the market by asking them about our product
and services satisfaction level towards the consumers. Strong review of customer towards
the brand image and their product describe about to the strong brand value image in the
market.
DIFFERENT APPROACHES OF VALUING BRAND Brand sale comparison system: This approach is very essential for Land Rover and
BMW to know about to their brand valuing in the various marketplace effectively
(.Kapferer, 2012). Moreover, Land Rover and BMW can use of their recent transaction
for some marketplace and compare them to current stock available in the present situation
in the company. The main key factor of this methodology is that business could ascertain
their brand value with the expectation of other party efficiently. Equity judgment performing: This strategy involves the results and advertisement in the
price and profitableness as well. The major benefit of this methodology is that Land
Rover and BMW company can examine their financial value assume the powerful state
of efficient market hypothesis effectively. These exercises would assist them to measure
their brand value towards the customer prospective in vet effective form.
 Residual method: There are brand equity models from killer, this knows as the clients
supported assets exemplary assist them to develop the measure of trade name tuilising
several plans of attack efficiently (Keller, Parameswaran and Jacob, 2011). In order to
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this, expectation of customer is included like hazard escaped, involvement free and
exercising cost etc. This will assist both Land rover and BMW corporations to form their
effectual trade name worth in the marketplace with the client representation and
orientation efficiently.
CONCLUSION
From the above analysis, we have concluded about that brand management is most vital
part for each organisation to increase their customer loyalty and value at the marketplace. This
investigation concluded about to the grandness of stigmatisation as merchandising implement
and why and how it has come forth in enterprise pattern effectively and also analysed the
cardinal constituent of a flourishing trade name plan of action for building and managing trade
name equity efficiently. Moreover, it is concluded that various plan of actions of portfolio
governance, trade name hierarchy a trade name equity governance and judgement of how brands
are managed jointly and in relationship both at internal and global level as well. We have
critically evaluated the use of different techniques used to leverage and extend brand efficiently.
Ultimately, we have terminated about the various forms of methods for measurement and pull off
trade name worth using particular example of Land Rover and BMW firm both and critically
evaluated request of methods for measurement trade name value image in very effective manner.
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REFERENCES
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