Brand Management Strategies for Building and Maintaining Brand Equity

This document discusses the importance of branding as a marketing tool and the factors of successful brand strategy in order to build and maintain brand equity. It also evaluates strategies related to brand equity, portfolio management, and brand hierarchy using case study examples of Coca-Cola and PepsiCo.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Branding importance as marketing tool...........................................................................1
Main Body..............................................................................................................................2
P2. Factors of successful brand strategy in order to build and maintain brand equity...........3
TASK 2............................................................................................................................................4
P3. Evaluation of number of strategies related to brand equity, portfolio management and
brand hierarchy.......................................................................................................................4
TASK 3............................................................................................................................................9
P4. How brands get managed.................................................................................................9
TASK 4............................................................................................................................................1
P5. Techniques as to measure and manage brand value.........................................................1
CONCLUSION................................................................................................................................2
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is termed as strategies, procedures as well as steps that are being
undertaken by an organisation in order to duly manage and strengthen their brand in best
effective manner (Atwal and Williams, 2017). With the help of this element entity can
effectively able to accomplish loyal as well as long-term relationship with their targeted
consumer base. Furthermore, it include organisational products, in addition with other attributes
like its packaging, price and appearance that further contributes to strengthen organisation brand.
Present report is based Britvic Soft Drinks along with the formative understanding of the
manner in which brand is duly managed and build. In addition to this, report include the manner
in which brand get organised in portfolios and the manner in which brand hierarchies are built
and manage. Further report include the way brands are leveraged/extended over time in a
domestic and international way along with assessment of techniques as to measure and manage
over the period of time. In addition to this as entity is looking forward to make expansion of their
business in marketplace, PepsiCo and Coca-Cola undertaken as reference within project.
TASK 1
P1. Branding importance as marketing tool
Brand termed as name, term, design and a specific attribute that allows to identify brand
of a specific entity. This form of practice is duly get adopted by large base of organisations
around the globe on continuous basis in order to undertake process of marketing, advertising and
other related activities as to further create unique image of product. While, Brand Equity states
that company have duly generated value from their offerings in marketplace. Organisations can
take advantage of different form of strategies as to further create brand equity in their activities
related to increasing quality and reliability while engage in best effective form of marketing
campaigns and more. With the help of branding entity cab able to create a unique image within
marketplace along with gaining long term sustainability and competitive advancements. With the
help of undertaking different types of steps into consideration organisation can move towards
creating successful brand. For example, firstly entity is required to evaluate target market in
order to offer their products. Next stage is related to formative determination of competition in
marketplace. This allow organisation to effectively differentiate their products and services from
others. Other stage include development of value propositions that further aid entity to identify
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the uniqueness and other benefits. Last stage which is required to be consider by organisation is
to engage in marketing of their offerings in marketplace. Within organisation marketing
departments play key significant role as to create brand equity. They engage in the process of
determining needs as well as demand of customers related to the aspect that they duly believe
unique within a brand. In addition to this, they evaluate demand gap and further provide
formative direction to company to provide required products within marketplace in addition with
value propositions with the help of which company can gain more competitive advancements.
Main Body
It is the main responsibility of an organisation to engage in the process of well defined
and efficient strategies with the help of which they can strengthen their brand equity within
marketplace. Optimum Impression Ltd., offer organisations with best appropriate solutions
related to the manner in which they can advertise about their offering and further advertise brand
in well defined manner.
Main instance of a, company that has enforced flourishing strategies in relation with
increased brand equity is PepsiCo. Company offer their services in soft drink industry and a
manufacturer of Pepsi cold drinks worldwide. After evaluating competition from other entities
like Coca-Cola, PepsiCo take advantage of different form of policies as well as procedures in
order to strengthen their brand equity. For instance, company worked on some certain fields like
brand element, brand awareness, loyalty as well as association. In addition to this, in order to
increase its familiarity in marketplace organisation recently launched different form of
campaigns as to attract large base of customers, that mostly individuals of generation 1, with the
help of advertisements that are mainly related to sports, music and more. In addition to this,
company also engage in the strategy related to sponsoring music and sports events as to
strengthen their brand equity, it allows company to attract attention of large base of customers
towards organisational offerings. Recently, entity engage in the work related to innovation with
the effective implementation of product design. Most manifest substance offering as a result of
this strategy is Pepsi Spire. It is mainly a digital drink fountain that provide customers to
personalise their beverage as this fountain provide estimated 500 combinations. It is a quite
unique offering by entity that further aid them to strengthen their organisation brand equity
((How PepsiCo Is Improving Its Brand Loyalty, 2019).
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P2. Factors of successful brand strategy in order to build and maintain brand equity
The above mentioned case study example states branding importance within an
organisation (Punjaisri and Wilson, 2017). In this organisations can take advantage of different
types of method such as Aaker's Brand Equity Model as to duly strengthen entity brand equity.
Mentioned below there are number of elements that are linked with this model is being duly
defined:
 Brand as an Offering: It include value, scope, quality, attributes along with users of
organisational offerings.
 Brand as a Company: It involve important attributes that are related with organisation
such as its activities, operations in both international as well as domestic market and
more.
 Brand as an Individual: This element include all exclusive brand personality in addition
with its consumer brand relationship in marketplace.
 Brand as a Symbol: It include elements related to brand heritage, metaphorical symbols
along with audio and visual imagery related to offerings.
Other example in relation to making brand equity strengthen is Coca-Cola. Company can
take due advantage of present model and further work upon brand extension and
reinforcements with the assistance of some particular components which is being defined below:
Brand Loyalty:
Organisation is required to increase customers loyalty towards entity brand. This, can be
done by organisation with the help of attracting customers with the help of compelling
advertisements. This will aid entity to ensure more commitment of customers towards entity
brand.
Brand Awareness:
In regard with making increase in brand awareness, Coca-Cola can undertake activities
which is duly related to increasing organisation familiarity within marketplace with the help of
various methods like innovative Branded Packaging, innovative Branded Packaging, Search
Engine Optimisation and more.
Quality Perceived:
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Customers perception play key essential roles within brand extensions as well as
reinforcement. For this it is important for company to develop a formative as well as positive
perceptions among customers mindset. In this entity is required to differentiate their products
from other prevailing competitors like Pepsi with the help of number of methods like increase in
product range by extending it, pricing, distribution channels and more.
Brand Associations:
In relation with increasing brand association by engaging consumers with brand via
communicating them with the benefits that they will receive through buying organisational
offerings.
Other Proprietary:
Within this, Coca-Cola is required to take advantages via their brand , with some certain
methods like better availability through enhanced and flexible channels, competitive pricing and
more.
In addition to this, it is essential for organisation to take advantage of different form of
strategies to overcome brand crisis. For example, Coca-Cola undertake measures such as
adoption of focused approach. For instance, warehouses of company recently faced trouble
related to negligence of safety law that lead towards crises against their brand. In order to
overcome this issue, company take advantage of Automation technology within their
distribution and logistic.
TASK 2
P3. Evaluation of number of strategies related to brand equity, portfolio management and brand
hierarchy
This is being identified, Coca-Cola established their business within marketplace as
strong entity with the help of different strategies that are linked with brand equity management,
brand hierarchy and portfolio management that could turn out to be a salient example for Brivic.
Portfolio Management:
Coca-Cola is having strong portfolio management strategy that aid them to gain more
competitive advancements in marketplace. Mentioned below there are two form of strategies
within portfolio management that benefit organisation to manage their products in well defined
manner:
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 Passive Management:
Passive management strategies is being undertaken by entity as to meet marketplace
demand rather than to compete with same. Coca-Cola can perform the same in manner that are
being further defined below:
▪ Indulging in Long-term Trading: In this organisation can operate their operations
related to performing different long-term trading in market as to further make
increase in scope of success of their portfolio.
▪ Investment in Index Funds: If entity innovate more wider portfolio within
marketplace, with the help of index funds Coca-Cola can overcome risk that are
related with diversification.
Active Management:
This strategy is required to be undertaken by organisation those who engage in effective
evaluation of their portfolios and when entity engage in gaining more competitive advancements
in marketplace. Coca-Cola can perform this via different measures that are being discussed
below:
▪ Use of Quantitative Analysis: It is essential for an organisation to engage in
numerical analysis as well as comparison in order to measure their brand portfolio
strategy success.
▪ Diversification: Company is require to increase scope of their portfolio by making
it more diversified.
According to the above mentioned management company undertake advantage of active
management as they have always use diversification as their Portfolio Management Strategy.
Mentioned below example in relation with Coca-Cola is being defined:
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(Source: Coca-Cola: Brand Portfolio, 2019)
As per accordance with illustration, organisation diversified their product portfolio with
the help of which company ensure best effective positioning in marketplace. Main advantage that
entity acquired through diversification is that it aid company to gain higher existence in
marketplace.
Brand Hierarchy:
Brand hierarchy is other important prospect for Coca-Cola. It is termed as suitable series
of products that get sold under respective company name. Mentioned below there are different
strategies that are inclusive in same is being defined:
Branded House:
With the help of this organisation can become quite strong. As company familiarity aid
brand to be more recognised.
House of Brands:
Within this, sub-brands are mainly diverse from entity and organisation basically focused
upon promotion of sub-brands rather than to focus on organisation marketing. However, with
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this strategy company may face complex hierarchies in their structure that further lead towards
inconsistency for long period of time.
Hybrid Approach:
Hybrid approach strategy is result of above mentioned approaches. With the help of this
Coca-Cola can make pair with other sub-brand those who are lower in brand hierarchy as this
strategy proves to be quite convenient form them. Brand is appropriately linked with the firm and
yet quite a different at same time.
Illustration 1: Hybrid Approach: Coca-Cola
(Source: Branded House or House of Brands?, 2019)
As per the above illustration, this has been signified that entity is mainly focused upon
beverages development, while organisations like Pepsi focus in including food products within
entity production process. This makes easy for organisation to distinguish themselves form other
entities.
Brand Equity Management:
It is essential for Coca-Cola to take advantage of strategies and measures for efficient Brand
Equity Management. For this company by taking use of Customer-Based Brand Equity Model. It
allows company to strengthen their brand in well defined manner.
Mentioned below stages within this tool is being defined:
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Illustration 2: CBBE model
(Source: CBBE model, 2019)
 Salience: At this stage main focus of the company is to develop awareness about their
entity at marketplace. This is considered as first and foremost stage at which customers
focuses on making differences between several companies at marketplace. With reference
to Coca Cola the respective manager of this entity focuses on conducting effective market
research so that they can easily develop their knowledge on customers changing needs
and requirements in effective manner. Performance/Imagery: It is second stage which mainly develops when when respective
company successfully develop their image at marketplace and aware customer about its
offering. It includes two stages which are explained below in rightful manner.
▪ Performance: At this stage main focus of company is on identifying that how
effectively they are performing at the marketplace. For developing knowledge on
the same, the respective manager of the Coca Cola focuses on working over its
unique feature of drink that is their core recipe of beverages.
▪ Imagery: Here, main motive of respective company is on developing positive
image of company among customers so that they perceives products in positive
manner. In order to perform the same, manager of Coca Cola focuses on
developing broad portfolio that can fulfil requirements of customers effectively at
marketplace.
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 Judgement/Feelings: this stage mainly starts when product of company is bought by the
customers. It mainly has two aspects that is judgement and feelings. In the first one, the
main focus of Coca Cola is on providing product to customers in superiority manner so
that they perceives it in the right way. Along with this, the managers are also required to
bring innovation in their flavours at regular basis for influencing customers interest
towards them (Zarantonello and Pauwels-Delassus, 2015). Also, the manager also takes
regular based feedbacks customers for developing their relationship with the customers.
 Resonance: It is the top most stage of the model in which manager of the company
focuses on developing strong psychological relationship with customers. Here, main
focus of Coca Cola is on influencing customers to make regular based purchase. This is
effectively done by providing best flavours to customers and by engaging them through
social media platform.
TASK 3
P4. How brands get managed
Brand leveraging is termed as a strategy of taking use of existing brand's power in order
to make entry into new so far affiliated category. This can be done by entity via communicating
users of the information of products (Brooks and Anumudu, 2016). Coca-Cola company is one of
the leading and renowned brand that have great market share. This males Coca-Cola to make
entry into new category easily.
Mentioned below there are some techniques that are related with Brand Leveraging and
Extensions:
BASIS LINE EXTENSION BRAND EXTENSION
Definition
This technique allow entity to
introduce products of new
variates under identical brand
name.
In this already established
brand makes their entry into an
uncorrelated category by
taking use of same brand
name.
Purpose With the help of this technique
company reach to more
Main motive of brand
extension is to leverage upon
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consumer vase and can further
offer more options to already
existing customers.
existing brand equity.
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As per the above evaluation it is essential for Coca-Cola to leverage upon their brand in a
well defined manner. For this organisation is required to adopt technique of line extension as
with the help of this they can create more awareness of their brand among consumers.
It has been evaluated that, Thums Up is having a renowned and strong brand within
Coca-Cola as they have different products in marketplace sold under its name. Mentioned below
there are some weaknesses and strength that are linked with brand:
Strengths that could be leveraged:
One of the most effective strength of Thumps Up its that they conduct strong promotional
campaigns. In addition to this, they have extensive European as well as Asian presence. Further
it has been analysed that company mainly hold monopoly in some of the Asian markets like
India.
Weaknesses that could be leveraged:
Major weaknesses of entity is that aerated drinks that are being offered by company does
not get preferred by customers those who are mainly tend towards health consciousness. As to
overcome this, company is required to introduce different types of healthy drinks as to attract
large base of customers.
Collaboration as well as Partnership Agreements
With the help of partnership agreements organisations can significantly able to increase
their brand image along with equity in marketplace. In relation with domestic agreements Coca-
Cola recently face issues related to toxicants within their drinks in Asian markets. This make
brand comes under scrutiny of, The Food Safety And Standards Authority of India (FSSAI), with
the assistance of this company can significantly able to increase health standards in their drinks.
This further aid company to regain customers and stakeholders trust towards company that make
significant increase in their brand equity (Gov’t Tie-Up With Coca-Cola On Food Safety And
Nutrition Misguided, 2019).
While in international collaboration, Coca-Cola quite newly in loan agreement with
Ioniqa Technologies as to make transformation of difficult to recycle plastic waste in effectual
quality Food-Grade PET. With the help of this environmental concerns company can make
reduction in their carbon footprint that further aid them to gain trust of more customers base
towards organisational offerings (The Coca-Cola Company Announces Loan Agreement with
Ioniqa Technologies, 2019).
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TASK 4
P5. Techniques as to measure and manage brand value
Brand Value:
Brand value is related to financial value of an organisation. Brand value duly impacts
upon organisational offerings. It has been depicted that customer can pay more for the brand
above a base line. In this, it has been identified that customer loyalty is being undertaken by
Starbucks as a formative tool. In addition to this as to build consumer base company take
advantage of Starbucks Rewards and allow them to make payment via special app. It has been
identified that there are many competitors of company like Subway, Wendy's, Burger King and
more. But company with their offering remain on top (7 Amazing Examples of Customer Loyalty
Programs to Learn From, 2019). Organisation current brand strategy is mainly related to inspire
customers to purchase. There are limitation of undertaking payment option by app as sometime
consumer feel afraid to transaction details as well as personal data.
Brand Awareness:
It is related to the brand recognition among customers related to particular form of
product and service. This is important for organisation as to spread awareness related to
organisational offerings and further attract more customers. In this, Unique Personality is being
undertaken by Domino's as a tool. In this, company create brand awareness in a unique and
funny way. Apart from that unique personality hold limitation as this can not be effectively
understood by each and every individual.
Market Share:
In this procedure organisation duly make forecast related to their sales. This can further
be evaluated by organisation past strategies and records, customer's brand preferences, present
position and competitor's past records. In this Samsung is undertaking use of Market Share
Indicator. With the help of this techniques company can make significant increase in their sales
as well as market share. Apart from that market share hold limitation related to expansion of
business (7 Amazing Examples of Customer Loyalty Programs to Learn From, 2019). In this
expansion is mainly linked with delegation of responsibilities and duties that make company to
lose their control on some essentials activities.

Consumer Attitudes:
With the help of analysing customer attitudes company can significantly able to
understand perceptions of customers related to organisational offerings. In this, Nike is taking
use of Ordinal scale as to conduct market research in order to determine likes and dislikes,
attitude, opinions as well as interest of customers. With the help of this strategy company can
effectively able to satisfy customers with the help of surveys in order to gain feedback related to
products and service. Apart from this, limitation that has been hold by this strategy is that
responses sometimes are narrow of the questions that does not turn out be useful for company.
Purchase Intent:
It is a probability, that states customer will buy a product or not. Within this organisation
take use of past records to make predictions about product. It is a risky method as it does not
provide success guarantee. In this Amazon take use of Customer Relationship Management as
to determined preferences and taste of customers. This allow company to acquire related and
relevant information by social media. While limitation of this measures is that on social media
customers with different set of taste and preferences are present that becomes hard for company
to fulfil demand of all customers in well defined manner
CONCLUSION
Above report identified that, brand management acts as most essential element for
companies as to expand and manage their entity brand among marketplace. For this company can
take use of different strategies and measures as to build their brand equity. In addition to this,
company can collaborate and further engage into partnership agreements in domestic as well as
international level as to increase their profitability at great extent.
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REFERENCES
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