Understanding Customer-Based Brand Equity

This assignment delves into the concept of Customer-Based Brand Equity (CBBE), examining its various components and the influence it exerts on brand value. It utilizes a selection of academic sources to illustrate key aspects of CBBE, including its measurement, application in different contexts (e.g., sports, B2B), and the interplay between brand personality and consumer perceptions. The assignment aims to provide a thorough understanding of this crucial marketing concept.

BRAND MANAGEMENT

Brand management is the most important term which help company to enhance the company
development. For that, company needs to adopt CBBE model in order to ensure the Brand image
of the company. CBBE model which stand for the customer based brand equity. It defines the
importance of customer in terms of company profit. It consists 4 steps to make effective brand
image of Nike and Adidas
Step 1: Brand Identify
This model explains about the brand awareness among customers or in the market.
Company needs to adopt constant changes in order to make strong brand image in the market by
providing all latest information of the company. Through which customers understand the brand
identity in effective manner.
Step 2: Brand Meaning
In this model company needs to adopt some technique to explain the value. In which
company needs to explain brand effectiveness, efficiency and empathy through which customer
get know easily
Step 3: Brand Response
In which the main goal of the company to identify the customer response towards the
brand. Company identifies their brand response with the help of two tools feelings and
judgement.
Step 4: Brand Resonance
In the next step company aims to strengthen each resonance category. It is the top of the brand
equity pyramid.

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
P1 Explaining the brand and important marketing tools.............................................................1
M1. Evaluate How brands are managed over time using application of appropriate theories
models and concept......................................................................................................................3
P2 Analysing manage and develop a brand over time and explaining main challenges
developing a brand.......................................................................................................................4
M2................................................................................................................................................8
SECTION 2.....................................................................................................................................8
P3 Analyse different strategies of portfolios management..........................................................8
P4 Evaluation of brand management collaboratively and in partnership at domestics and global
level............................................................................................................................................12
P5 Different types of techniques for measuring and managing brand value with examples.....15
M5 Application for measuring brand value to enhance the brand reputation...........................18
CONCLUSION..............................................................................................................................19
REFERENCES..............................................................................................................................20

INTRODUCTION
Brand management is the effective process to build the product image in the market.
Organization brand image build with the help of its quality of products. Brand management
manages the product image in the market with great extent. To make brand attractive and stable
company needs to maintain healthy and good relationship with the stakeholders. Brand
management helps to enhance the brand of the company and promote the product and services at
great extent. Present report based on brand management of Nike and Adidas both the brand is
more capable and enough brand value in the market. It deals with shoes and clothing sector. This
will explain the brand management and brand equity, besides more it will focus on the branding
marketing tools which help Nike and Adidas to promote their brand image. It will discuss brand
portfolio management and brand hierarchy of the company, overall it will discuss about the
different brand aspects which is very important for the company to maintain its stability level.
SECTION 1
P1 Explaining the brand and important marketing tools.
Brand is the set of theories and management skills which helps to promote the company
product and services. Branding helps to know about company name, slogan, sign, symbol or
design or also helps to identify the company products and services (Apostolopoulou, 2015).
Branding makes products’ and services different from the competitors. It makes customer
perception and views in regarding product and services. Nike and Adidas itself is the big brands
in sports shoes and in sports wears. They have known as big leading brands. Nike and Adidas
have its own brand value and customer attraction. It makes consumer perception when they
heard the name of the brands. Besides, brand becomes popular when they provide quality of
services and products which is compatible or much better than its competitors. Branding is a very
crucial tool which promotes company products in the market. If Adidas launch new product
segment or services, they become popular because they have good brand value in the market.
This also increases the profit revenue of the company as long and helps to get business expansion
in future. It makes company stronger. This brand is the most effective tool of marketing which
helps to get product more popular and increasing the sales of the products. Overall it makes
company profitable and stronger on the other side company also needs to maintain its brand
image in the market. For that company needs to innovate creative services and new product
strategy on the basis of customer needs and wants (Viktoria Rampl and Kenning, 2014).
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Company should adopt changes and new environment to produce new thoughts and ideas to
maintain the market share and company value in front of the customers. Overall, for the big
brands it is very important for them to adopt prime qualities and effective marketing tools get
good response of the services from the customers. Due to heavy competition brands must create
new techniques to sustain the existing customers with long time. These whole processes possible
when company brands are counted under top brands. Branding depends on the company
overview how they perform in the market and provide the best service of products for the
customers. Branding includes some Elements which explains the company some of them are
given below:
 Brand title
 Brand name
 Brand color
 Brand Logo
 Packaging of brand
 Target group of customers
 Brand Positioning
 Brand Promise
These elements describe the brand details and product services of the company along with that it
will make easier for the organization to build the strong image in the market and create
competitive market for their competitors (Buil, Martínez and de Chernatony, 2013). Like Nike
and Adidas both the brands are in the same market but have different customer and marketing
approaches. Nike is one of the top three players in across the world for sports shoes. On the
other side Adidas known for its prominent services and designs of clothing and accessories,
Adidas is also a manufacturer for clothing. Nike uses the customer approach and make to stock
in which they provide fast services to their customers. They sell their products in all over the 180
countries. They are very strong and competitive in Research and development through they
provide new services or products. Whereas, Adidas adopt legacy and heritage approaches to get
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customer attention. Adidas has different product portfolios strategies to get customer satisfaction
and enhance brand image in across the world. They adopt different channel of distribution to
provide customer reach. Overall, both brands are highly effective and effective in terms of
growth. These all factors influence branding, competitors always ready to adopt new changes
and strategies to expand the market which gives negative impact on the business practices.
Besides, companies make sure its quality and try to provide more customer services to enhance
the brand value in the challenging market.
Overall, positive and negative factors impact on the business practices, for that company
needs to maintain its brand positioning in the market.
Brand marketing tools:
 Produce s signature quality product and services.
 Develop a must read company blog.
 Publish a provocative industry newsletter.
 Conduct the best effective research project.
 Initiate award programmes and give sponsorship.
 Start company index.
 Cultivate more visible experts.
 Create high profile marketing techniques.
M1. Evaluate How brands are managed over time using application of appropriate theories
models and concept
Different models and theories of brand manage over time helps to build the effective
change of improvement. Brand manages over time is very essential for the company to adopt
effective brand level of the company such as Keller's brand equity model helps company to
manage brand over time. Brand equity is the tool which helps to measure the company brand in
the market. Different factors influence the strength of particular product brand. This concept
model also known as customer based equity CBBE model, the main objective or concept of this
model is strong brand and customer attraction. This helps to measure that how customer take the
brand. How customer think and feel about the product.
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P2 Analysing manage and develop a brand over time and explaining main challenges developing
a brand.
Distinction between a strong and weak brand
Strong brand and weak brand both are the different aspects of each others. Strong brand
always focus on the customer services and maintained their reputation in the market. Small
brands are looking for its sales rather than customer satisfaction. Moreover, strong brand know
they are this and not that. Besides, weak brand settle for doing what's easy or obvious. Strong
brand always considered the product quality and weak brands focus on the product awareness.
Examples: there are huge number of big brands who makes impressive impact on the customer
behaviour. Such as Apple Inc,, Nike, Adidas, Samsung. These all are the big brands in the
market which mainly focus on the customer services. Moreover, big brands are laws introduce
new creative innovative things for the customers. This also makes good services to customers.
Justification: big brands relate innovation with the quality. Big brands always offers the best
productive products in the market. Example: of weak brand is FedEx that of strong brand is Nike
and Adidas.
Brand equity is the marketing term that describes the brand value of the company. It
values gives the overview of customer perception and brand image in the market. It provides the
actual position of the company in the market brand value can be measured from the customer
services, brand popularity, customer satisfaction and market share (Ross and Hajjat, 2016). This
explains the actual brand of the company. It also calculated by the customer experience with that
brand. If company constantly provides low services to the customers’ then customers start avoid
the brands products, which affect the brand equity of the company. Brand equity has both
positive and negative advantages for the company. Such as high brand equity can charge more
prices and get good product sell. This can be transferred to line extensions. Besides, good brand
equity can also help company to increase company stock price. To achieve the top level and high
brand Equity. Company needs to adopt successful brand strategy in affective manner. Brand
strategy should be attractive and innovative to attract customer attention towards the company
products. It helps organization to maintain the market popularity.
Key Elements of a strong brand
Target Audience: it is the first component of brand in which company has to select
brand management. Company always focuses on customer segment through which they earn
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maximum profit revenue. Like Nike is the company who represent leading sportswear and
apparel company (Christodoulides, Cadogan and Veloutsou, 2015). They focus on the
professional athletes. Nike seeks to develop the product image with great efforts. On the other
side Adidas, they also the big brand with Nike from last few years its presence kept in
customer’s mind. Besides, for the big brands it is very important for them to attract their
potential customers.
Brand Promise: Brand promise is the significant elements of brand, its impact on the
customer’s emotions. Like both the brand are attract sports persons. They connect sports quality
with the products. It is very necessary for the company to make emotional connection with the
customers to enhance the customer trust and faith.
Public Relation: customer relationship and customer service is the foremost responsibility of
companies to maintain its brand sustainable. It makes huge different from other companies
(Rosenbaum-Elliott, Percy and Pervan, 2015). Nike and Adidas both they are very good to
accomplish the needs of their customers and provide them good quality of products on the basis
of its demands. Sometimes customer has facing any issues and problems so in that case it is the
responsibility of companies to resolve the query.
Brand Reinforcement: Brand reinforcement strategy of the company defines that
company needs to maintain its brand equity of the company in long term market. Through which
customer get satisfied and happy. Company needs to adopt new development in order to make
position sustainable.
Brand Revitalization: this strategy helps company to sustain in the market at the
position of market. At the stage of maturity when company needs to get new product line in
order to maintain the company position.
Like the Belgian Chocolate brand which is the confectionery which was having very bad
year as the which was not doing in their public retaions.
How to manage and develop a brand over time
To manage the brand over time is the very important task for the company to focus on the
other aspects as well (Fisher and Vallaster, 2010). To make brand stronger company needs to
follow the brand theory and concepts which helps to generate more effective brand marketing
programmes of the company needs to be contrast and regular to make brand effective and helps
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to sustain in over the time. Some brand theory provides initiatives such as consumer decision
making, buying behaviour, marketing communication etc. these all concepts enhance the brand
value and helps to keep marketing programmes effective.
Main Challenges developing a brand
Treating Brands as assets: the ongoing pressure of the work and maintaining the brand
image in the market. Company has fear to lose the brand asset due to rapid changes in the
environment (Du Preez and Bendixen, 2015).
Cash: due to short term financial concern, the biggest challenges faced by the brand
leader is cash. Executive needs funds for the daily routine activities through which company
provide their marketing activities. However, manger needs to decide and choose one way rather
they want to invest in a brand and missing short term financial targets.
Clutter: In the current environment several big brands gives their advertisements. To
breaking through thus cluttered company needs to invent creative marketing strategies through
which they get the customer satisfaction.
Consistency: the another biggest challenge of branding is consistency. Company needs
to make proper plans in order to form a good market image. They need to understand their own
beliefs and objectives to implement plans in an effective manner (Xu-ao, 2012).
Achieving integrated marketing communication: IMC is the most difficult challenge
facing by the company while managing the branding. It becomes challenging when company
adopts the promotional strategies such as advertising, sponsorship, digital, mobile, social media
etc. these all factors tend to compete with each other. That’s why it becomes more complex.
Building digital strategy: this is the most difficult task for the company to manage the
branding of the product. Due to heavy competition in the market. So that, company needs to
adopt best marketing activity in order to ensure the effective branding. Such as Nike and Adidas
both the company is on the same level of competition.
Overall, Nike and Adidas should manage their brand over time and try to utilise all
resources for getting market attention.
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Illustration 1: CBBE Pyramid
Source: CBBE Model. 2017
Brand management is the most important term which help company to enhance the
company development. For that, company needs to adopt CBBE model in order to ensure the
Brand image of the company. CBBE model which stand for the customer based brand equity. It
defines the importance of customer in terms of company profit. It consists 4 steps to make
effective brand image of Nike and Adidas
Step 1: Brand Identify
This model explains about the brand awareness among customers or in the market.
Company needs to adopt constant changes in order to make strong brand image in the market by
providing all latest information of the company. Through which customers understand the brand
identity in effective manner.
7

Step 2: Brand Meaning
In this model company needs to adopt some technique to explain the value. In which
company needs to explain brand effectiveness, efficiency and empathy through which customer
get know easily.
Step 3: Brand Response
In which the main goal of the company to identify the customer response towards the
brand. Company identifies their brand response with the help of two tools feelings and
judgement.
Step 4 Brand Resonance
In the next step company aims to strengthen each resonance category. It is the top of the
brand equity pyramid.
M2
Nike and Adidas both is the competitive brand value which represent individual
importance and effectiveness. Like Nike represent themselves is a sport brand. Besides Adidas
provides strong stability which deals with clothing, making shoes etc. Nike target customers are
sports persons or athletes. They focus on the product development for which they focus on the
customer needs and new trends through which they offer new services of products. Both the
brands having the strength in order to manage their brand image over time period.
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SECTION 2
P3 Analyse different strategies of portfolios management
Portfolio strategies help
company to make competitive
environment for the company.
Every brand portfolio of the
company defines the
opportunity and their market
growth. The main of the brand
portfolio is to get less possible
market risk. There are some
brand portfolio strategies
which is very helpful for the
company brand value.
 Passive Portfolio
management strategy:
passive brand strategy
is to focus on the
market demand and
customer demand with
particular company.
This portfolio adopts
customer oriented
approach to attract
customer attraction. It
is further on analyzing
this strategy that is
efficient in terms of
managing cost. It is one
of the cheapest way for
Brand hierarchy of Nike
Brand hierarchy leads to create
sub branding or extension of
the existing brands that is
further associated with several
number of pros and cons. A
foremost advantage of this
approach is its assistance in
advertising the parent brand as
a way of increasing the
exposure to a great extent.
However, there together exists
certain cons of this strategy in
terms of managing costs for
the promotion and
maintenance of a new brand.
Brand hierarchy of Adidas
It is on considering the brand
hierarchy of Adidas that is driven
by energy. This is mainly on
considering the use of slogans and
such enthusiastic messages that
connects them well with that to
their customers. Its promotional
strategies are mainly focussed on
sports with campaigns to motivate
the athletes, etc. As a result, to
which, almost all of its promotional
campaigning’s are based on some
energizing themes of motion and
acceleration. To build a deeper
connection with that to its clients
and users, Adidas is known to use
almost all traditional means of
marketing along with its social
media accounts and websites.
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accessing the market.
Although, it together
has some drawbacks in
terms of concentrating
stock where the
strategies related to it
are excessively focused
on huge caps.
 Efficient market
theory: This theory of
market defines the
market demand and
current trend in the
market. Company
needs to determine the
current trend in the
market and then
produce their products.
It is used to understand
the stock behavior
where a major benefit
of this theory is to
interpret the current
situation of the market
to further set the prices.
to the organization
regarding stocks and
pricing, etc. However,
its huge dependency
does not lead to reflect
Also, it is on discoursing upon
the brand equity of Nike that
has been thoroughly
maintained by this
organisation. It has been done
by following all major
dimensions of brand equity
that usually involves brand
loyalty, perceived quality,
awareness and associations. It
is therefore on evaluating the
brand equity of Nike, its
strategic promotional
messages with that to their
quality products have greatly
assisted it to excel in brand
equity.
This is to discourse upon the brand
equity of Adidas that is a popular
sports brand and is widely known
for its huge international exposure.
This also included its vital
involvement in World cup where
they sponsored their shoes for the
players participated in FIFA world
cup.
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any major benefits with
no factual future
prediction.
 Indexing: this indexing
shows marketing trend
and take advantages of
that and make customer
happy (Vigneron and
Johnson, 2017). Also,
its low fees with less
risk and steady growth
is a major advantage.
Whereas, lacking
flexibility often depicts
as a vital drawback of
this approach.
 Active Portfolio
Management
Strategy: this active
portfolio strategy
company plans for new
investments to expand
their business services
or products to maintain
its strong position.
Their investment is
according to they get
best return profit. On
further analyzing this
strategy, its flexibility
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is referred to be a major
advantage for the
managers to make easy
switches from one
stock to another.
However, it is not that
beneficial in terms of
cost where one has to
pay high amount of
fees.
 Top down Approach:
in this top down
Approach Company
analyse external
environment and make
marketing and product
plan. This helps
company to enhance
brand image and attract
more opportunities
(Simoes, and Singh,
2015). A foremost
benefit of this approach
is its outcomes that lays
into bigger contracts in
terms of both the
commission as well as
the sales figures.
However, its deficit
sales system tends to
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diminish its benefits
where it also takes a
longer time period to
finalize the sales. Bottom up Approach:
In this bottom approach
company focus on its
own financial position
and try to increases
financial growth and
measure the internal
performance which is
talented and skillful
(Renton, Daellenbach
Davenport. and
Richard, 2017). It leads
to benefit in terms of an
easy sales prediction. It
also takes lesser time to
see the customers and
approach them more.
Although, smaller
contracts depict as the
major drawback of this
approach.
P4 Evaluation of brand management collaboratively and in partnership at domestics and global level
Brand management of Nike is
collaborative style in which the
firm focuses on working united
Both the firm are leading in
domestic and global market
with their own distinguished
Use of different techniques used to
leverage and extend brands
 Implementation of practices
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and together at domestic and at
international level. The
organisation believes in
innovation and creating brand
awareness among people about
the products and services of
Nike. The business has matrix
structure and all the teams
worldwide are connected
through digital channels. The
team working and decision
making style of Nike is the
major collaboration strategy
which assist the enterprise in
managing successful business
operations. However, brand
management of Adidas is
based on partnership approach
where mission of brand
marketing manager is to plan
and implement strategies for
the Reebok brand. The firm
believes in close
communication with partners
in order to identify the needs
and wants of customer and to
analyse changing market
requirements. The partnership
brand management of Adidas
is spreaded worldwide and the
management is focused in
strategy of partnership and
collaborative. Further, it is
important for the business
enterprises to implements
different and the best strategy
of managing organisational
functions as it assist in
establishing effective brand
management. Apart from this
it has been analysed that Brand
management style of both the
firm that is Nike and Adidas is
same at domestic and
international level which helps
the organisation in easy and
effective management.
Hence, it has been analysed
that to manage brand
reputation, Nike has implanted
that use of corporate social
responsibility which assisted
the firm in sustainable
business development across
the globe. With the
compliance the firm has
minimized the loss of water
and pair of shoes. Moreover,
implantation of CSR helped
the firm in reducing the use of
plastic and managing optimum
utilisation of resources. The
of corporate social
responsibility to promote
sustainable development.
 Optimum utilisation of
resources and waste
management.
 Effective communication
before decision making.
 Systematic working
practices on all stores
worldwide.
 Managing business
operation with same style of
working and connectivity
(Xu-ao, 2012).
 Communicating regularly
on digital channels
regarding innovation,
changing plans, strategies
and market requirements.
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enhancing business operations
with shared engagement and
perspective (Du Preez and
Bendixen, 2015).
Ways of brand reinforced and
revitalised are:
 Innovation
 360-degree
communication
 Implementing new
distribution channels
sustainable development
practice of the company
represents the successful
operation and its enhancing
goodwill across the globe.
Apart from this, brand
collaboration at both domestic and
international level is a big hit
nowadays. It however requires a
strategic approach to be adopted by
the organisations considering to
brand itself in partnership. There
exists a factual case of
collaborative branding done by
Nike. In which, the athlete brand
Nike partnered with the technology
giant Apple in early 2000’s. It was
when Apple launched its iPod and
in it, they targeted the customers of
Nike who reflected to be fitness
freak. They collaboratively
produced fitness trackers along
with the sneakers and sporting
cloths with a purpose of tracking
the activity by together connecting
the individuals to the tunes. This
has later named as Nike+ and has
succeeded in the market with
positive response form the users.
Similarly, Adidas has also
maintained a genius brand
collaboration with some famous
stars all around the world. This is
for instance on considering its
partnership with some popular
fames named Alexander Wang and
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Stan Smith. Although, Adidas
keeps on changing its branding
partner and not stable with a single
brand collaboration.
M4 Different techniques to leverage and extend brands.
 Brand stretching: It is the strategy which helps in sensing growth opportunities. This is
implemented by company to expand market and increase customer base. It is effective in
terms of building trust and brand loyalty. However, its expensive nature often results in
creating a negative impact on the users, in case not managed well.
 Line extension: This is focused on advertising of companies. It helps in determining
consumer’s response on company’s products. It is basically related to marketing, innovation,
packaging changes etc. It is effective because it helps in determining products value to firm.
This technique is effective in terms of competing in a more effective manner to meet out the
altering needs of the customers. Although, there together exists a chance of cannibalizing the
older products by reducing their significance to a great extent.
P5 Different types of techniques for measuring and managing brand value with examples.
There are many techniques which are used by Nike and Adidas the leading companies to
measure and manage their brand value. Further, it is important for the organisation to manage
goodwill in order maintain market share and strong customer base (Fisher and Vallaster, 2010). The
business focuses on managing customer purchases because it is the relation which assists the
enterprise in serving customer satisfaction. To manage and measure brand value Nike and Adidas
focuses on the following techniques:
Brand awareness: The
foremost function of Nike and
Adidas is to create awareness
among customer about its
distinguished products. In
order to create awareness, the
enterprises implement the use
of different promotional tools
Quality of products: Nike
and Adidas are the leading
seller of Sports wears clothing
and accessories. Therefore, to
maintain the leading position
the firm focuses on
maintaining brand value by
selling best quality of products
Feedback: Feedback plays most
important role in managing and
measuring brand value. Therefore,
Nike and Adidas always ask its
potential customer to give feedback
regarding the products and services.
For example, if in case the
customer is but unsatisfied with any
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such, public relation,
advertisement etc. For
instance, Easy is not an option
is a motivational commercial
advertisement of Nike which
focused on the inner beliefs of
person which says Just do it.
This advertisement created a
boom among people for
coming up doing the things
which support their values and
beliefs. This advertisement and
many more like this are the
examples which demonstrate
the spirit of company for
creating awareness among
people about their brand. Apart
from this, Adidas has also
launched its running
commercial advertisement to
make people aware about the
sportswear’s which are
enhanced by organisation
keeping in mind the comfort of
its buyers. This is to discourse
upon one such technique of
branding called geotagging
that has several pros and cons.
Engaging the consumers is
referred to be a foremost
advantage over here that leads
keeping mind comfort of
buyers. Both the companies
ensure that if the consumer is
buying product from company
than the product is wholly
responsible for selling the
quality products (Ginder and
Byun, 2015). For instance, if
in case the customer after
buying is not satisfied with the
products of enterprise than the
firm that the product manager
ensures that the sold product is
sent for quality check and then
another same good is offered
to buyers. This is the practice
which is being followed in
Nike and Adidas which assist
the business organisations in
serving customer satisfaction
and maintaining the quality of
products. Thus, it is the
practice which assists the
organisations in managing
their brand value and
Goodwill (Kao and Lin, 2016).
This is a way of measuring the
brand value by considering the
quality of the offered products
and services. It usually comes
within 2 well known
apparel or sport accessories or if in
case customer is feeling some
modification than in feedback
inquiry the person is free to share
their needs and wants. Further, this
is the technique which assists the
organisations in managing brand
value and serving consumer
satisfaction (Chouthoy and Kazi,
2016).
Thus, in accordance to practice it
has been demonstrated that both the
companies are leading because the
management is focused on serving
products as per changing customer
requirements. This involves mainly
2 distinct type of feedbacks namely
direct and social media feedback by
the users. It is beneficial in terms of
providing direct feedback to the
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to an effective interaction
among the users through the
means of social media.
However, it is together
associated with a drawback of
providing location updates to
public that may in turn expose
any sensitive data.
With assistance of this
particular approach, both Nike
and Adidas can refer to
measure their brand values
through surveys, reviews and
focus group interviews, etc.
techniques called perception
metrics as per the belief of
local marketers and with
assistance of surveys, etc.
Another approach is output
metrics that involves referring
to the sales of the endorsed
products and consumer’s
adoption of loyalty programs.
At present, Nike is known to
possess a brand value of $15.9
Billion which is greater than
Adidas who is currently
having $6.8 Billion brand
value.
company’s staff on an immediate
basis. However, it together requires
specific materials for instructing
the way in which, one needs to
provide feedback. Another tactical
approach of social media feedback
is a widely used measure and thus
requires no prior training on its use.
However, such type of feedback is
generally visible to the entire
community and in case of any
specified negative experience, it
can lead to create a negative impact
on company’s overall image.
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M5 Application for measuring brand value to enhance the brand reputation.
Trust, customer base, knowledge, differentiated product, relevance are the key applications
which relate to brand value and goodwill of Nike and Adidas. Thus, making people aware, use of
appropriate promotional tool, sharing knowledge, manufacturing differentiated product, evolving
into changing market conditions assist the companies in enhancing their brand value and reputation.
The application which are used by company for measuring brand value are as follows:
 Determining purchase decision making of customers.
 Increasing market share in possibly international markets.
 Enabling global growth and development
 Promoting public relation technique to analyse buyer’s choices and preferences. changing
pricing strategy according to demand for company’s products.
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CONCLUSION
The report summarized brand management which is the most crucial part of business
enterprise. It evaluates the market techniques which assist Nike and Adidas in managing brand
reputation. Nike and Adidas are the leading sports wear and accessories organisation worldwide.
The report analysed Brand management of both the firm has different style of managing
organisational functions which assist them in systematic functioning. Further, the report outlined
the collaborative management style of Nike and partnership style of Nike. Moreover, it identified
Brand hierarchy in which it has been determined that Nike is based on its flat organisational
structure in which every department is linked to each other in order to avoid mismanagement
which can lead to communication gap whereas Adidas has corporate hierarchical structure which
is tall. Thus, the report concluded with techniques like, brand awareness, quality and feedback
which are used by both firm to manage and measure brand value and Goodwill.
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