Brand Management Assignment | Marketing Assignment

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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