Brand Management: Importance, Strategies, and Hierarchy

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.