Brand Management: Importance, Strategies, and Hierarchy

This document discusses the importance of brand management and strategies for building and managing brand equity. It also explores brand portfolio strategies and brand hierarchy. The case of Marks and Spencer is used as an example.

Brand management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Importance of branding..........................................................................................................3
Components of successful brand strategy..............................................................................5
TASK 2............................................................................................................................................7
Strategies for brand portfolio..................................................................................................7
TASK 3............................................................................................................................................9
Different techniques of brand leverage and extension to expand brand over time in
international as well as domestic market................................................................................9
TASK 4..........................................................................................................................................11
Techniques to measure brand awareness, value, market share, purchasing intent and consumer
attitudes.................................................................................................................................11
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is the activity of supervising the promotion of a particular brand of
goods. This includes tangible and intangible characteristic of brand. This help to company for
gaining effective and valuable image at market place in effective and valuable manner. The
present report is based on “Marks and Spencer” which is a British multinational retail company
deals in various products and services. Recently company have 82787 employees with 1463
number of location. As per that, report will analysis the importance of brand management for
M&S and how to build effective brand strategy.
The report will explain the importance of branding and their tools for building branding
strategy as well as will analyse key components of successful brand strategy for building and
managing brand equity for M&S. This will also analysis different strategies of portfolio
management, brand hierarchy and brand equity. Here will also evaluate brand managed
collaborative and partnership for both domestic and global level. At the end of report, it will
evaluate different types of measuring techniques and managing brand values for organization in
effective manner.
TASK 1
Importance of branding.
Overview of brand:
A brand is ongoing process of company which is developed a consistency and expansion
of brand. This is identifying a symbol, name, mark and logo which is used by companies to
differentiate their products and services from others. For example: M&S have a new logo which
is simple and attract their customers. M&S marked in black name in logo to differentiate their
product and maintain their effective brand image at market place. On the other side, McDonald's
marks as name in yellow with attractive cartoon.
Importance of branding as a marketing tool:
Marketing is the part of Branding which is very important and effective for company
which is help to develop brand equity and branding in effective manner. The branding is help to
increase recognition of the product within the market because through that customer are aware
about product and services of company. It is necessary to maintain the brand loyalty in respect of
promoting the products. As it is difficulty to build the customer trust in the company and also to
retain them in business for longer time period. It sometimes varies from the values which the

company is carrying in the products. As the demand of the customer are changed as per the
changes in time and needs of the products. Thus, marketing is necessary in respect of building
the strong brand values in the company.
Another importance of branding is to increase market share of company (Burmann and
et.al., 2017). It is necessary that company must bring innovation in the existing products or bring
new strategies to attract new customer towards business. This can be pertained through
examining the sales in the company and this is enhanced through choosing the effective
marketing strategies.
Branding eventually help the marketer in increasing the customer base of company, as
good branding used to play a very crucial role in refereeing business as well. As strong branding
generally means that there is a strong value in the eye of customer in the market, and they
generally used to like each and every offering of the company. This eventually help the business
in attracting more number of customer toward the organization. As a result, branding used to
increase the customer base of organization.
Branding also help the marketer in building good trust with the customer in the market.
As professional appearance and well strategic branding of an organization used to help the
marketer in building a good trust with consumer in the market (Lee, O'Cass and Sok, 2017). As
consumer in the market find it easy to accept the different decision taken by good branding
company.
Branding also help the marketer in providing support to different advertisement for an
organization. As advertisement for the organization always used to reflect the brand and its
desired portrayal. This generally help the consumer in recognizing the product of the company in
better way.
Branding also used to help the marketer in improving the company values in front of
customer in the market. As branding used to generate future business. As Strongly establish
brand used to increase the brand value by giving company a leverage in the industry.
This is also important for marketing because this reduces cost of marketing this is
pertaining to the reason which the brand value more than if company goes very simple
advertising also the sales of company will increase positively. At the end and all over this
increase market share of company.

Components of successful brand strategy
Strengthening brand equity:
Staying in the competition is very important and effective part of the company. For that
here is included some strategies which are help to making brand equity for M&S are as follows: Brand extension: In this strategy company is able to establish brand only rather than
entering new market with new brand name. For that M&S planning to enter with new
market product this will be liked customer of M&S. Brand reinforcement: in this company find the new customers who are repeatedly
purchased same products and services with the same brand (Leijerholt, Chapleo and
O’Sullivan, 2019). For that Marks and Spencer focuses on attracting new customers and
this is completed by spreading brand awareness among new market.
 Brand revitalization: this is the strategy which is adopted at the time when the product is
at the maturity level of product life cycle. In context of M&S, the major focus of the
company on their getting back the position which was earlier within the market. This
helped to solve by using various strategies like enter new market, finding new customer
and many others.
Strategies for recovering and restoring brand:
At the market place, the brand faces various crisis then it is very difficult for company to
recover their brand image at market place. First strategy for M&S to analysis those causes
through which brand is in the crisis and then find the better and effective solution of problem.
This help to company for getting and analysing new trends which are entered within the market
place.
Another strategy to enhance and improve marketing strategy that is being into practice.
This may affect the time of crisis occur due to ineffective marketing hence, it is important for
company to have an effective marketing strategy (Balmer and et.al., 2017). This is pertaining to
the fact which will increase awareness of product and services among the customer.
In such aspects, the brand can be managed successful regarding undertaking the
following strategies such as:
 Conducting market research: Brand can be successfully managed if the market research is
carried in authentic way as this can be determined through examining the latest trends
emerging in market and thus through the information gathered from this aspects, the

changes are made. Through this manner, the market research helps in bringing changes in
company products in respect of enhancing the brand image in market. For example: when
Ryanair face crisis then they are conducting market research for overcome those
problems.
 Targeting the ideal clients: This is one of the major strategies regarding enhancing the
brand values as by targeting the potential clients toward the business helps in getting
more promotions. Thus, brand can be managed in respect of taking feedback from the
customer once they avail the services. Thus, through this manner brand can be successful
managed in respect of making changes as per customer needs. For example: Volkswagen
revealed that their cars were actually responsible for resolve problems then they are target
to their ideal clients for remove damages and resolve problems.
Aaker brand equity model:
The concept of brand equity is very interesting and deeper than what it looks like. This
model is viewed the brand equity as the combination of brand awareness, brand loyalty and
brand associations. Brand loyalty: This is extent to which people are loyal to a brand. For example:
customers of McDonald's are more loyal about their brand. That is helped to build and
successfully managed brand equity at market place. Brand awarenesses: The extend to which a brand is known among the public. For
example: Customers of McDonald's have proper knowledge and information about the
product and services. Through that are regularly purchased products and services. Perceived quality: This consists with good quality of product and services. For example:
M&S is provided the best quality of products and services to their customers by using
good quality of raw material. Brand association: This associated triggered by a brand. This will help to reinforce the
loyalty towards brand by expanding customers loyalty.
 Other proprietary: assets like patents and relations with trade partners.
This model is help successfully managed brand equity at market place.

TASK 2
Strategies for brand portfolio.
Brand portfolio refers to the collection of different product which are sold under the
single brand name. This delivers synergy, leverage, clarity, relevance, differentiation and energy.
That is help to achieve these goals an ongoing effort to review and refine is usually needed for
work. Branded property model: This uses one brand across all the categories which are
similarly found some similarity at different level. This is connected with single brand
name which is only illustrate with the main company (Pappu and Christodoulides, 2017).
This is very necessary to know customer because they have every knowledge and brand
belongingness to which company by just seeing name of product and services in effective
and valuable manner. This is connected as an effective working to be continued in this
model. In respect of Per Una is connected with the single brand for managing work in
effective manner.
 House of brands: This refers to the brand portfolio of at different level and categories.
The most of the major customers are having goods companies which are used in this
model for working in proper and effective manner. In these Per Una is consists with
brand and operates individually. The Per Una brand is provide various houses and
products to customers.
Brand hierarchy:
This is very useful and effective for displaying graphically branding strategy for
differentiate that some common basic points (Kapferer and Powell, 2017). There having some
different points and ways in that Per Una which is the corporate brand of Marks and Spencer is
able to build effective hierarchy: Corporate branding: is the highest level of technically consists with brand which is
refers to the corporate and company brand. Per Una is the corporate brand of Marks and
Spencer. This recognizes customers importantly draw a difference between corporations
subsume and in multiple companies. Range brand: is used in the more different product categories but this is necessary for the
name of company. Most of the companies are highly support to the handful family brand

company. Per Una is severed a range of younger female clothing sold at M&S stores.
Some range of products of Per Una is Belts, scarf, bags and others. Individual brand: this types of brands are restricted to important one product category at
the multiple level of product and their types for businesses on the basis of size, packaging
and flavour. Individual brand level of Per Una is George Davies. Modifier brand level: is designated a specific item or model type or a company. This
types of companies are often single refinements which are differentiated between brand
related to factor like quality of product and services (Beverland, 2018). Modifier brand
level of Per Una is Adult Line Flourished when sales of Per Una Due is poor.
Brand equity management at different level of hierarchy.
Brand equity management is very important and effective management for the Per Una to
manage this at different level. This is the strategy which is essential because brand strategy not
be used in proper manner then the Per Una not be able to manage goodwill at market place. On
the other side, the proper management of this strategy at different level of hierarchy which is
done and completed then, Per Una will have extra profitable and productive situation. With this,
result for company is working capital of company is increase.
Customer based brand equity model:
This method used to show the success of brand which is directed with attributes to
customer’s attitude towards brand. This is very effective and beneficial strategy of managing
brand equity which is based on customers. For the company, regards below model as brand
portfolio management model: Brand identify: this explores words and images buyers associated with they hear a
particular brand name. This is very important and effective at different level and must be
strong to support rest of the pyramid. Brand meaning: this is the second stage where company tries to make the customer
aware about the product and services. In which they are provided within the market for
working in better and in effective manner (What is customer-based brand equity?, 2018).
With this, all the confusions are cleared by specific knowledge about products. This is
done with the helps in two different ways and strategy for performing brand. Brand response: this is the third stage where company tries to take response of the
customers which are relating to the products and services of company in effective and

positive manner. In these customers are share their feeling related to products after using
products and services of Marks and Spencer is good or bad. As well as, management take
feedbacks from customers and tries to solve problems relating to the products. They find
some problems which these they can be resolved by proper and effective implementation
the changes in effective and proper manner.
 Brand resonance: This is the last stage where managed make changes as per response
which are taking with customer’s feedback. At this stage brand equity of brand has
reacted to the earn position and customers become more loyal and reputed customers are
attractive on the higher basis. With the help of this M&S able attending higher
profitability and productivity.
This model and strategies at different level are most important and useful for the companies
for maintaining brand image. This is basically outlines the requirement of customers which are in
for their responses about the product and services which is help to earn higher and effective
profitability and productivity at market place.
TASK 3
Different techniques of brand leverage and extension to expand brand over time in international
as well as domestic market
Brand extension is a marketing strategy in which organization selling their products with
highly reputed image by using same brand name in different goods' category (Ahn, Park and
Hyun, 2018). It leverages reputation of item to launch a new one. Along with this, brand
extension is the term which is used when firm uses their leverage to promote new product in
different concept.
Different types of techniques can use by Per Una Brand in order to expand their business
over period in global and national market effectively.
Line extension-
It is one of the brand extension techniques that company can use while expanding their
business at domestic & international level. It defined as the use of established services or
products brand name for new thing in same category of goods (Aurier and Mejía, 2017). This
technique is used specially when firm introduces additional products under similar brand name
such as new forms, package sizes, flavours, added ingredients and colours. It is the procedure
where Per Una can modify factors of goods to satisfy the refined target market at international

level. This method will be done in three ways that helps to gain positive results, down market
stretch is the first way, in which when brand positioned in middle or upper segment of market
they decided to manufactured low priced items in order to gain attention of consumers towards
them while expanding business internationally. The second best way which Per Una brand can
use, that is up market stretch, organization wish to enter upper end of area for more growth, to
position themselves and higher margins as full time manufacturers. The last and final ways
which firm can used in line extension techniques is two-way stretch, those companies who are
serving middle markets decided to expanse their line in both directions. It is mostly done in order
to gain market dominance. The advantage of line extension technique is that it helps to gain
attention of people and established a loyal consumer base.
Market extension-
Extension strategy is the best practice will use to increase profit margin and market share
for specific goods or services, thus keep market extension in maturity level of marketing
products life cycle more than going into decline (Davis and Stollar, 2019.). Usually some types
of plans take place in initial level product life cycle to save things from entering into declined
stage. It helps to increase brand image in market, saved cost of developing new brand, give
opportunity to serve large number of consumers who are seeking for variety. It is considered as
business growth method, supports to generate revenues rather than before. Per Una can adopt this
technique when their progress peaks in existing channels, success of business depend on
confirming that organization have fulfilled current consumers, then they determine other markets
which is easy to reach.
Vertical extension-
This technique includes introduction of services and products in same goods category as
core brand, but at different cost point and quality level. It consists of decreasing and increasing
price & quality to create luxury goods (Artés, Wadel and Martí, 2017). It has reputation of going
backwards. In simple words it means presenting related brand in similar category of products in
either of two directions for example, upscale extension, where new goods with high quality &
price characteristics, then original is introduced by Per Una while expanding business at global
level. Along with this, down scale extension is another part of vertical extension technique,
where new goods with affordable price and lower quality points than original will introduced
effectively, for instance, in auto mobiles, low or high versions of same brand will present in

order to attract different target market. Vertical extensions confer range of benefits, with upward
extension Per Una will improve their brand image within market place efficiently, because of
premium version of brand brings affirmative associations with it.
Fit and leverage-
It is brand leverage technique that company will use while expanding business at global
level, in order to increase brand awareness. Leverage defined as the procedure of accumulating,
conserving and concentrating resources in such manner that meagre assets base is stretched to
meet expectation that Per Una have.
Collaborative partnership for Per Una-
It is kind of actions and agreements made by consenting companies to share available
resources to achieve common goal, rely on participation by at least two parties who are agreed to
share the most essential assets such as knowledge, human resource and finances equally. Per Una
is one of the leading brand in UK retail sector since for so long, they can make collaborative
partnership with global technology provider Microsoft, they can sign new argument that will
look to test abilities of artificial intelligence within industry. Partnership will perceive
Microsoft's Al engineers collaborating with Per Una technology group of people whilst
maintaining end objective of accelerating firm digital first transformation initiative.
Collaborative partnership between two brands is effective method to address emerging problems,
it helps participant to accomplish their goals, at timely manner. It marks significant step forward
organization, build on their technology transformation system that defined previously by retailer.
The aim of this collaborative partnership is to create an agile, quicker and more business
technology function within Per Una to help deliver production growth. Working with Microsoft's
to comprehend overall potential of how artificial intelligence and technology will improve the
outlet experience for consumers and efficiencies of broad operations could be game changer for
organization.
TASK 4
Techniques to measure brand awareness, value, market share, purchasing intent and consumer
attitudes
It is very essential to measure the most important thing related to business growth such as
customer attitudes, purpose of buying products etc. different types of techniques or methods are
available that M&S can use to do these things effectively, that will provide better outcomes.

Organization can choose the best one among range of techniques which help to achieve their
goals and increase profit margin rather than before within retail industry.
Brand awareness:
This is very effective and valuable brand position among for the customers. In this
customers aware about product and services then they are assumed that the company, customers
have higher knowledge about product and services.
The technique for measuring brand awareness, is tracking through social media reviews
of the brand. This is a good source of measuring a brand awareness because the social media is
the latest trend and every person reacts to the brand position at the social media. For example,
Marks and Spencer is using this technique and on social media they ask question to consumers
relating to their brand to know that whether they are aware of the products.
Market share:
A good Market share of company means that brand value of company is very high
because of this company is having large market share (Borkovsky and et.al., 2017). This simply
means that product and services of company highly liked by customers on the higher basis of
customers and becoming more loyal for company. For this, the method used for measuring the
market share is the consumer base. This is a good technique because this will assist the company
in measuring the number of consumers.
Consumer attitude and purchasing intent:
This another and second technique and tool which is used by company. This will help to
evaluate brand image and effective position at market place. The customer attitude is positive
and effective than company have chances to increase sales. For instances: if customers are not
intent to purchase the product then it means they do not like product of company and will not
purchase this product. The attitude of consumers and their purchasing intent of consumer can be
measured by taking the feedback from the consumer that what they feel about the product and
whether they are interested in buying the product or not.
Brand equity audit:
Brand audit is refers with the analysis of current position of brand within the market
place which is compared their competitors and review of effectiveness. This is effective and
valuable for company to determine strength of brand together with its weaknesses and

opportunities for proper improvement and new development at market place of company which
is effective for gaining positive competitive market (Abrahams, 2016).
This brand equity audit is very advantageous for the Marks and Spencer because this help
the company in knowing its strengths and weakness and then work on its development of the
company. But this is advantageous because of the reason that this increases the cost of auditing
the brand value.
Evaluation of brand equity and audit and different techniques of brand tracking:
Brand equity: This is the commercial value that are drives from customers perception of
the brand name of a particular product and services of company. However, it is help to Get a
competitive edge is the biggest advantage of having strong brand equity. This help to increase
customers loyalty is an internal part of brand equity (Melewar and Skinner, 2018). Good brand
equity gives to business is a good negotiating power. In contradict, For building brand equity is
required more cost. This is the main disadvantage of brand equity.
On the other side, Brand audit is the examination of brand current position in the market
compared to its competitors and a review the effectiveness of brand. However, brand audit is the
insight which provides customer behaviour and brand unbiased assessment of current customers
differentiate brand from competitors and their attitudes about the services. Brand audit is consists
with very long process and cost taking process that is create issues for business.
There are select technique of brand tracking for M&S which are explains below: Customer retention is the best brand tracking system and techniques through which
company is able to measures the current performance of brand at market place by
analysing customer view and purchases.
 Sales and profit is the another technique for tracking brand performance at market place.
In this company analysis sales and profits margin of company.
Brand tracking is beneficial for organization M&S by giving them first-hand insights into the
behaviour, interest and purchase of their customers.
CONCLUSION
From the above study it has been concluded that the brand management is very important
for company to managed growth at market place. This helped to achieve effective and valuable
goals and growth of company in effective and valuable manner. Positive brand management
identify level of success for company in effective manner. Branding has the important marketing

tool which has increase market share and productivity of company at market place. Branded
property model and house of brand strategies of portfolio management that helped to company to
maintain brand equity effectively. Line extension and market extension managed collaboratively
and in partnership for both domestic and global level. Brand value, brand awarenesses, market
share, consumer attitude and purchase intent has the important techniques to measures and
managing brand value of organization.

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ONLINE
What is customer-based brand equity?. 2018. Online. Available through:
<https://www.qualtrics.com/experience-management/brand/customer-based-brand-
equity/>