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

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
1