Brand Management Strategies for Building and Maintaining Brand Equity

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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