Brand Management: Strategies and Techniques for Building and Managing Brand Equity

This document provides an in-depth analysis of brand management, focusing on the relevance of branding as a marketing technique and the emergence of branding in business practice. It discusses key elements of successful brand strategies, including portfolio management, brand equity measurement, and brand hierarchy management. The document also evaluates how brands are effectively dealt with over time by implementing proper theories, ideas, and models. The subject is Brand Management, and the course code is not mentioned. The document type is not mentioned, and the assignment type is not mentioned.

Brand Management

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explanation of relevance of branding as a marketing technique as well as why along
with how company has emerged in business practice............................................................1
P2 Understanding of key elements of successful brand strategy for generating as well as
managing brand equity.............................................................................................................3
M1 Evaluation of how brands are dealed effectively over time by implementing
applications of proper theories, ideas as well as models........................................................4
M2 Application of proper as well as validated instances in company’s terms....................5
TASK 2............................................................................................................................................5
P3 Measuring of various strategies of portfolio management, equity of brand as well as
brand hierarchy management..................................................................................................5
M3 Critical analysis of portfolio management, company hierarchies as well as brand
equity by proper models as well as frameworks....................................................................7
TASK 3............................................................................................................................................7
P4 Evaluation of how companies are managed collaboratively as well as in partnership
at international level.................................................................................................................7
M4 Critical evaluation of use of various tools as well as techniques that are implemented
to leverage as well as extends brands......................................................................................9
TASK 4............................................................................................................................................9
P5 Evaluation of various types of tools and ways for measuring along with managing
brand value through examples.................................................................................................9
M5 Critical evaluation of application of tools for managing or measuring brand value in
context to developing a strong as well as enduring brand...................................................10

D1 Critical evaluation supported by justified evidences with demonstration of
comprehensive understanding of branding..........................................................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management is considered to be a role of marketing which uses various techniques in
order to increase thought value of a product line as well as brand over time. Designing a strategic
plan is to keep brand equity as well as gaining brand value that needs comprehensive knowledge
of company, its target markets as well as a company’s whole vision. As brand management starts
within analysis of how a company is presently perceived in markets, precedes to planning how
company should be perceived if it is to achieve their objectives as well as maintaining brand
value (Shah Tahmasbi and Ghoorchibeygi, 2019). This report is based on brand management of
Vodafone group which is the British multinational telecommunication company by having
registered office as well as global headquarters in Berkshire England. This report includes
relevance of branding as a marketing technique also with how brand has emerged in business
operation, key things of a successful brand strategy for generating as well as managing brand
equity, several strategies for portfolio management along with brand hierarchy management,
analysis of how companies are managing collaboratively as well as in partnership, evaluation of
various types of tools and techniques present for measuring brand along with its conclusion.
MAIN BODY
TASK 1
P1 Explanation of relevance of branding as a marketing technique as well as why along
with how company has emerged in business practice.
Branding is referred to a marketing tactic that helps company in formulating design, symbol
as well as name of a brand so that customer could be easily recognise them. AS branding helps
companies in making differentiation of a product as well as service that are offered by them from
other commodities in terms of competitor’s company. Branding provides helps in building
memorable experience along with building reputation of products in mind-sets of customers that
could help in improving sales. In terms of Vodafone company is using this tool to differentiate
themselves from product of competitors (Sharma and Paudel, 2018). As for developing along
with managing brand in a specific manner company adapts various promotional merchandise,
reputation, customer service as well as advertisement. in order to generate brand there are
various aspects which are to be considered that consists of brand message, positioning of brand,
brand packaging as well as attractive name (Samudro and Susanti, 2021) . As in order to achieve
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higher growth as well as results it is important for every company to have proper branding. As it
will be beneficial in order to generate profit along with growth in markets. Branding could
change opinion as well as perception of customers about their products that are offered by
Vodafone. Along with proper branding is beneficial in improving brand awareness of company
that will help them in order to determine various measures which could be e used for having
improvement in terms of satisfaction level. As terms of Vodafone various importance of having
branding are as follows:
 Generate trust in marketplace: As substitute products as well as different choices bills
confusion in minds of customers. So in order to neglect that condition customers
basically prefer to purchase those products that are well known in markets. In terms of
Vodafone and by carrying out proper branding company could emerge as a popular
company wrong with trust for the brand because of customers feel satisfied and secured
while purchasing their services.
 Conversion of masses into new customers: As effective brand image could lead to create
a positive and memorable picture of company in mind-sets of customers. It will help in
improving customer base by converting their potential purchasers to their loyal buyers. In
terms of Vodafone services that are offered by company like internet facilities as well as
calling are provided in terms of demands of customers in order to increase their market
share.
As branding could emerge as a business operation in terms of Vodafone are as follows:
 At starting Vodafone is needed to determine target audience for understanding
purchasing behaviour of customers.
 After that identifying of brand machine is carried that consists of creation of mission
which describes ideologies (Achabou, 2020).
 Vodafone is needed to determine their competition along with various operations that
factors could differentiate them with other companies.
 By having a detailed analysis Vodafone should require to design value proposition that
could help in identifying uniqueness of services.
 Company’s manager is needed to decide brand guidelines which could carry strategy
along with functions of company.
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 At last phase Vodafone is needed to perform market operations. In case marketing section
plays a vital role in building of branding.
P2 Understanding of key elements of successful brand strategy for generating as well as
managing brand equity.
Brand strategy:
It is said to be tactic that consists of a specific long term objective which could be achieved
by revolving a successful company. As in terms of Vodafone managers of company is needed to
emphasize on developing their band strategy so that company could sustain in a positive brand
image in mind-sets of customers (Visconti, Peñaloza and Toulouse, 2020). It is important for
company to formulate effective brand policies. Band strategies will help company in increasing
their competitive advantage over their competitors.
Brand equity:
It refers to a marketing term that States brand value. As value of a brand is acknowledged by
having perception as well as experience of customers related to company. If customers will be
able to think about their company along with their services which they are providing, then it will
be known as a positive brand equity but sometimes when brand disappoint their customers by
some issues it will decrease popularity of company. So in that condition it will provide a
negative brand equity (Devigili, Pucci and Zanni, 2018). In terms of Vodafone positive brand
equity creates values for company that are explained as follows:
 Company could charge for products as well as communities due to high brand equity. As
customer will be satisfied through their services that are charged by Vodafone will helps
in benefiting through earning high revenues.
 Stock price of Vodafone could be increase in a proper manner because of market share of
company could lead in improving considerable way.
 Brand equity could be passed through various line extension that could help company in
generating more profitability.
Key components for developing successful brand strategy:
In order to design and effective brand strategy there are various components which are to be
considered by managers of Vodafone. This element will be beneficial in managing along with
building a positive brand equity which are explained as follows:
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 Developing a career image: As to compare services from other competitor’s managers as
well as leaders of Vodafone is needed to design a clear determining. As it will help in
taking all attention of customers without having any challenge or problem. As Vodafone
will become famous along with a popular name because of its brand equity which could
be handled by their company in a well manner.
 Customer advocacy: As if company will promote about its services over and over
customers will not believe in them unless it will be here by their experience from their
friends or other individuals regarding their services (Moradi and Badrinarayanan, 2021).
As there is an emphasis of satisfaction of customers that will help Vodafone in improving
their brand reputation in a proper manner. Because of positive reviews of customer’s
company could easily generate brand equity that could have increase in profitability.
 Transparent narratives: As due to technology which is getting advanced as well as
manual work is replaced by argument it reality along with artificial intelligence is an
important element. In terms of Vodafone company could communicate along with having
interaction on their personal level with their customers that can offer them in increasing
their competitive advantage in order to deal with their competitors effectively.
M1 Evaluation of how brands are dealed effectively over time by implementing
applications of proper theories, ideas as well as models.
It has been evaluated that various brands manage their operations effectively in a specific
period of time by using various applications in terms of models that are explained. As models
which are related to brand equity is also known as CBBE model which is based on brand equity.
as this model keeps an emphasize on customers that they are kings of market as their preferences
and requirements are to be considered as a priority in order to sustain market position of
company. In terms of Vodafone it is essential for company to satisfy their expectations of
customers. Help of this model various policies could be formulated in order to grab attention of
customers. This model is divided into four factors which are as follows:
 Brand salience: This this phase of model determined hue where customers are going to
differentiate one company from another (Belarmino, Raab and Demirciftci, 2020). By
having a positive brand identity company will be able to grab attention of customers
which are associated with model. As In this phase specific section is targeted which is
willingly purchase services that are offered by Vodafone.
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 Brand meaning: This phase consists of interaction through customers which is related to
services as well as products that are offered by company. as it is divided into two more
level which is imaginary as well as performance. Imaginary is associated with fulfilling
requirements of customers at social and psychological level along with performance is
related with potential of services in order to cater customers.
 Brand response: At this phase company basically focus on determining feelings, minions
as well as judgements of customers related to services that are offered by them. Best
customer judges services of Vodafone by considering their quality as well as speed in
networks.
 Brand resonance: It is last phase for reaching level to customers. At this face customers
are attend in order to formulate psychological bond with services that are offered by
Vodafone.
M2 Application of proper as well as validated instances in company’s terms.
It has been evaluated that strong companies do not emphasize on various sections in society
but there are targets of particular groups of individuals as well as it tries to satisfy demands. As
by this it could innovate different concepts as well as strategies which could satisfy expectations
of customers (Xue, Kim and Ham, 2019). Vodafone company offers standardized services to
customers by charging them quality of networks.
TASK 2
P3 Measuring of various strategies of portfolio management, equity of brand as well as
brand hierarchy management.
Portfolio management:
Portfolio could be referred to a collection as well as aggregation of investment which is
associated with tools such as shares, mutual funds, bonds as well as stocks. Portfolio
management could be referred to an art of selecting the correct investing policy which could
outcome in maximizing returns as well as reducing risk for company. It is related with money e
of customers along with company that are under the direction of managers.
Portfolio management strategies:
As there are strategies which could be implemented so that portfolio of company could be
managed in a specific way. As it will be benefit for company in increasing higher returns in less
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risky conditions. Vodafone code use this strategy in order to improve their revenues as well as
profits so that competitive advantage over their competitors could be increased. In terms of
Vodafone company is focus on decreasing production cost true buying services from places that
they could have in cheap amounts. In general, there are basically two strategies that are related to
portfolio Management which are as follows:
 Active portfolio management strategy: It is related to aspects that States a particular
management style which is beneficial in building condition for having competitive
advantage (Kandampully, Zhang and Jaakkola, 2018). In terms of Vodafone company
believes in making high cost investment along with spending capital as per their
preferences of customers.
 Passive portfolio management strategy: As it relates to market place which is effective
as well as to have better results in terms of low cost investment which is needed to be
kept for longer run.
Brand hierarchy:
It is referred to a combination of brand strategy which is represented by number as well as
feature of brand components of company which are as follows:
 Corporate branding: It is set to be aware of marketing where product as well as services
in which name is same of company. Major objective of using this strategy is to leverage
brand picture of company so that it could be earned more profitability in future. in terms
of Vodafone there are various types of services under same name that consist networks in
terms of 4G and 5G.
 Individual branding: It basically refers to multi branding as well as individual product
branding. It is said to be a kind of marketing strategy which is implemented by company
in order to improve their brand image in corporate market. In terms of Vodafone there are
various services in terms of networks as a telecommunication.
Brand equity management:
Brand equity management is engaged in generating strong brand equity as it straight affects
customer purchasing decisions, defines market share of services as well as identifying brand
position in markets (Daszkiewicz and Wołosecka, 2019). There are various strategies of brand
equity Management which could be used by Vodafone in order to improve their brand that are as
follows:
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 Communication: As brand equity could not be accomplished without having a powerful
communication strategy so it is important for company in order to make marketing
communication what customer so that they will be able to be communicated companies
provide services in terms of telecommunication.
 Awareness: As equity management could be maintained by having Chatterjee
competitive advantage along with addressing and unmet requirements by having
awareness of services in terms of customer’s mind so that customer could be able to
remember company when they want their requirements to be satisfied. In terms of
Vodafone company could use this strategy in order to make aware about services to
customers.
M3 Critical analysis of portfolio management, company hierarchies as well as brand equity
by proper models as well as frameworks.
It has evaluated that there are various strategies in terms of models which could be used for
having portfolio management, brand hierarchies along with brand equity management of
company could be used by company in order to have efficiency of working along with
maintaining their position and corporates market (Majerova and Krizanova, 2020). In terms of
Vodafone company could use various effective models for increasing their portfolio
management, building their hierarchies along with maintaining a brand equity management so
that company will be able to perform in corporate markets effectively by fulfilling requirements
of customers in order to provide them better and effective telecommunication services with fast
network.
TASK 3
P4 Evaluation of how companies are managed collaboratively as well as in partnership at
international level.
Brand leveraging is said to be a measure of supporting brand name along with company’s
launch into a new market through a related service. it is carried by providing worthful
information which is related to product of its customers. As concept helps leaders of Vodafone to
create a strong brand leveraging along with maintaining quality of the services.
Line extension as well as brand extension:
Basis Line extension Brand extension
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Meaning It is considered to be a
concept where company
introduces new service into
market in same product
category in same company
name. It could consist new
colour, design, packages as
well as size (Hollebeek, and
Macky, 2019).
It could be referred to and
expansion of company in new
territories as well as market.
As it could benefit customers
in providing their access to
services. Helps in
constructing marketing
strategy for advertising
product.
Benefits It is beneficial for Vodafone
in advertising their services
by sharing awareness which
will outcomes in improved
high performance as well as
attracting more customers.
It generally provides positive
results to company in type of
athletic manufacturers in
order to enter new markets as
well as generate revenue.
Examples In situation of Vodafone
company is popular for their
telecommunications service
provider and it offers
telecommunication services
through internet.
A company expand its
business of computer as well
as laptops across global
world.
In a present timescale brand has become a large picture by that control to one individual is
not possible. Jaipur it could be managed through collaborative making of two or more company
for carry business practices for a long period of time. Vodafone company has fruits its strategic
alliance there one of the major collaborative manner of managing their brand in a productive way
(Mustikasari and Widaningsih, 2019). In prayer time Vodafone is come up with strategic
partnership with idea in order to facilitate providing of information, sources and valid customer
convenience for a specific period of time. Vodafone selected idea to be there technological
partner that has been recognised as their mains strategy collaboration which focuses on building
business process that could help them in carrying out their technological function along with
8

working for a longer period of time. Strategic partnership has represented that company could be
deal in an effective way. Long with in terms of partnership it has been realised that it helps
partnership level to have outcome for having success of business process through an optimised
level. It provides various benefits of strategic and alliance that are as follows:
 Improved brand loyalty: It generally support Vodafone of technology as customers to
interact with company services in a productive way. Through support of technology
brand visibility of Vodafone increased.
 Increase in profit: As Vodafone profit power is became the portable for designing along
with building profits in order to support technology for carrying out their operations as
well as cost maintenance for developing their brand.
M4 Critical evaluation of use of various tools as well as techniques that are implemented to
leverage as well as extends brands.
It has been evaluated that they are various tools and techniques with brand leverage as well
as expansion. By having a proper brand leverage company could easily operate as well
established in new market as well as their existing market (SMELZO, 2019). As in terms of
Vodafone various techniques which are used to leverage as well as extend brand are as follows:
 Effective working of services through affordable costs that should be provided to attract
high customers as well as increase in sales.
 Right quality of after sales service should be given.
 Effective use of better technology as well as enhancing quality of services which will
help in increasing satisfaction of customers as well as trust.
 Company should focus on market share. It should try on area of top investment of
company e for improvement.
TASK 4
P5 Evaluation of various types of tools and ways for measuring along with managing brand
value through examples
As to describe company there are different aspects, tools as well as methods which are
applied for evaluating them so it is essential for every company to create their value, awareness,
customer behaviour as well as reputation (Pan and Chen, 2019). In terms of Vodafone some of
techniques that are used for measuring as well as managing brand value are as follows:
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 Brand value: As to determine business progress it is essential for complete to analyse
how many companies create their standard in business place. And in terms of Vodafone
brand value of company is increasing day by day as they provide effective services for
gaining customer satisfaction.
 Brand awareness: As Vodafone carry their brand extend its business by having help of
delivery of quality effective services, creation of products along with customer
satisfaction. As company has various competitor so in that case they Company faces
crucial things in order to maintain their survival in competitive market.
 Customer attitudes: As brand analysis carries different reports of business by selling
what they show what they sell last year by having customer buy. As trust is said to be an
increase of products as well as services (Mogaji, Maringe and Hinson, 2020). As
company delivers its services according to customer’s requirement as well as increased
their satisfaction towards their services.in terms of Vodafone company is focused in
creating young generation as their customers for selling their telecommunication services
in order to increase their effectiveness.
M5 Critical evaluation of application of tools for managing or measuring brand value in
context to developing a strong as well as enduring brand.
As being a manager of Vodafone brand it carefully determines business structure as well as
major different techniques to improve brand as it presents different factors towards brand value.
As business structure is enhanced with present situation of company that shows average as well
as enhance their financial statements by purchasing intense which will increase so that
company’s growth could be increased. Brand prices as well as cost of their services are higher in
compares to other companies.
D1 Critical evaluation supported by justified evidences with demonstration of
comprehensive understanding of branding.
It has been critically evaluated that branding plays an important role in company who could
create development. it is said to be an essential concept of company that has a loyal company. In
this customers generate their own perception as per their last experience through same brand
(Mirjavadi, Saidnia and Abedi, 2019). So it is essential for resources to customers as it attracts
them as well as other investors that could provide them with same quality. It is responsibility of
company to keep their brand equity.
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CONCLUSION
From above report it could be concluded that brand management is considered to be an
important function of management which is performed by companies in order to perceive value
of their product in order to maintain their position in markets. This report briefly explains about
importance of branding with a marketing technique that explains about various brand strategies
as well as implementation application of theories. Along with that various policies of portfolio
management, brand equity and brand hierarchy management are explained with how companies
are managing their operations collaboratively along with partnership at global level. There is also
explanation of various tools and techniques which could be used by companies in order to
manage their brands.
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