Brand Management: Strategies for Portfolio, Hierarchy and Equity

This report on Brand Management discusses the importance of branding and brand equity in building a successful brand. It covers different strategies of portfolio management, brand hierarchy and brand equity management. The report also includes the CBBE model and Aaker model of Brand equity. The subject is Brand Management, and the course code and college/university are not mentioned.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................4
P3.Analysis different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................4
TASK 3............................................................................................................................................9
P4. Evaluation of brands that are managed collaboratively and in partnership both at a
domestic and global level ......................................................................................................9
TASK 4..........................................................................................................................................11
P5. Different types of techniques for measuring and managing brand value.......................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
Brand management is a function of marketing that uses various techniques to increase the
perceived value of a product line or brand over time. It is process which is used by the company
for maintaining, improving and upholding a brand and it involves various aspects such as cost,
customer satisfaction, complementation and others (Abratt and Kleyn, 2012). This assignment is
based on Samsung company, it is a south Korean company which was founded in 1938 by Lee
Byung-chul as a treading company Samsung entered the electronics industry in the late. It
operate its business internationally. In this report discussed about the importance of branding as a
marketing tool and the key components of a successful brand strategy for building and managing
brand equity. Different strategies of portfolio management, brand hierarchy and brand equity
engagement are explained in the assignment. Evaluation of different techniques that are used by
the company to leverage and extend brands are defined clearly. Different types of techniques for
measuring, managing brand value using specific organisational are explained in the assignment.
Evaluation of various techniques are described in the report that evaluate how brands are
managed collaboratively and in partnership both at a domestic and global level.
TASK 1
Brand is Power
Introduction
A brand is product, service or concept that is publicly distinguished from other products,
services or concepts. In Optimum Impression Ltd, it is a process of creating and disseminating
the brand name. It is an identifying symbol, mark, logo, name, word and sentence that companies
use to distinguish their product from others. When a company decides to settle on a brand to be
its public image, it must first create its brand identity. For example, Samsung, a technology
company, used various identities such as logo, symbol, slogan and others so that it can create and
set image in the mind of its customers with its brand. Brand equity is a marketing term that
describes a brand value and can be refers to a value premium that a company generates from a
product with a recognizable name. In this report explained about brand and brand equity and the
steps of building a successful brand. CBBE model is also explained with appropriate examples.
There are four stages to building a successful brand such as define how the individual want to be
perceived, organise the person's business based on this promise, communicate the individuals

promise and be consistent. There are some stages which are beneficial for building a successful
brand, they are as following:
 By conducting effective market research, because it help the company to find out its
target customers and identified their needs (Balmer, 2012).
 Focusing on a unique value proposition so that company can set its business apart from
its competitors by focusing on the value proposition.
 By choosing a brand name that delivers company message clearly so that it can know
about the customers need and desires.
 To create an emotional connection company can build its brand image. For this it can
design any ad which relate the customer's feeling with the product.
By delivering consistent communications company can developed an effective brand and
corporate identity strategy. For it company can include advertisement, public relation and others
various modes. Marketing department play an important role in creating brand equity such as
by communicating company's brand with the customers and by doing market research on market
it can find out its target customers. Marketing department play an important role in building
brand equity such as design marketing programs and strategies related to product, price and
distribution channels. With the help of marketing department company can design and create
various advertisement and promotional channels which are helpful for creating brand equity.
Main Body
Brand equity is an important component for every business. It is a phrase that reflects the
perceived value of a known name, symbol, logo and other identifiers. It refers to a value
premium that a company generates from a product with a recognisable name when compared to a
generic equivalent (Annie Jin, 2012).
Samsung has implemented a brand building exercise, stretching the brand name to take
in new products. Samsung used various strategies which are useful for the company for its
branding. The promotional strategy, designed strategy, pricing strategy and others are helpful to
increase brand recognition. In its promotional strategies, it involved extensive sponsorship of
some of the most prestigious sporting events broadcast across the globe. To encourage business
user to buy Samsung monitors, the company developed advertising strategy to introduced brand
and raise brand awareness and instil good perceptions of the product. Advertising was carefully
targeted to its customers and helpful for successful strategy for strength brand equity.

There are some successful strategies for strengthen brand equity of Optimum Impression
Ltd. These strategies can be quality products and services, competitive analysis, consistent image
and feedback of the customers. With the help of these strategies the company can find out in
about its products and services and needs of its targeted customers (Braun, Kavaratzis and
Zenker, 2013). There is a brand equity model which is known as Aaker model of Brand equity.
This model is given by Professor David Aaker to clearly understand the brand equity. He divided
this model in 5 categories, such as:
Brand loyalty- It is a customer behaviour pattern where customers become committed
with the brand and make repeat purchase over time from that particular brand. It is the tendency
of consumers to continuously purchase one brand's products over another (Bruhn, Schoenmueller
and Schäfer, 2012). It is a brand currency and something which can not be copied by
competition. For example, if a customer buy products from Samsung every time when ever he
need, it is the loyalty of the customer towards the brand. Higher loyalty helps the company to
reduce marketing costs. Loyalty is something which can not be copied overnight by competition
and therefore gives time to firm to respond to any move by the competitor.
Brand Association- It is anything which is deep seated in customer's mind about the
brand. Associations are reason to buy the products and services and related to the qualities and
benefits of the product and brand. For example, “Lux” a FMCG product and create a positive
image in the consumers mind cause of the advertisement is done through film stars. It is related
to the number of brand extant ions in the market and the extent to which brand associations play
a role in the buying process.
Brand Awareness- It is a process to create awareness about the product and services. In
it, company use various advertisement channels and make brand logo, symbol, image and others
so that it can familiar the customers with the brand. For example, Coca Cola is very famous
product and known as Coke by the consumer. It help the brand to get into the consideration set
while the consumer plans to purchase.
Perceived Quality- It is defined as the customer's perception of overall quality or
superiority of a product or service. It described the customer's opinion about overall quality or
image of the product or service. For example, if customers make their perception that they only
purchase Samsung mobile phone because of good quality. Perception with respect to product
gives an extra edge over the actual product feature.

Brand Assets- it is the consistent signals that make it little easy for the consumers to
recognize and identify the brand and its product and services. There are various thing include in
brand assets such as brand name, logo, tag-line, slogans,advertising style and celebrities
endorsing the brand. For example, William Macy and Wesley Snipes advertisement for
Samsung.
Branding is most important for the company to promote is product in the market. To
make familiar company's product to the customers, branding is important so that consumers are
aware with the organisation's products and services.
Increase business value- Branding is important to increase the brand value and help the
company in providing more leverage in the industry. For example, if Samsung launched or
manufactured its new products, it will not need to use other or extra promotional strategies
because this brand is already known by its consumers and it can promote its product through its
existing promotional channels.
Branding support Advertising- It is an another element or function of branding and
promotional strategies directly reflect the brand. If the company use good promotional and
advertisement channels, they connect customer's feeling with the product and customer are loyal
towards the product and it brand.
Increase employees productivity- if the brand is well know by its consumers, the people
are ready to work with that company. It opens the top talent and provide the most qualified and
skilled employees to the company and if the company have good and skilled employees, it
increase the productivity level of the company and it achieve growth or profit (Fuchs and et. al.,
2012).
For example, if Samsung want to aware customer and provide information about its
products and service to its customers, by using branding it can familiar its customer with its
products or services. Branding support advertising, increase employees productivity and can help
increase business value of Samsung.
Conclusion
In this task concluded about brand and brand equity that how it can help a company to
expand its business. Various steps for the success of brand are also explained in this task and
CBBE model is also defined which including brand loyalty, brand association, brand awareness,

perceived quality and brand assets. Importance of branding are defined that how it help the
company to promote its products.
TASK 2
P3.Analysis different strategies of portfolio management, brand hierarchy and brand equity
management
Brand portfolio is the collection of brands which are controlled by a company. When
large businesses are operate under various or different brands, services and companies, company
use a brand portfolio to mange the business of all brands. It refers to an umbrella in which all
brands or brand lines are function and serve or provide its services in different market segments
according their needs.
Portfolio management
It is a process that refers to the art of analysing the strengths, weakness, opportunities and
threats for performing wide range of activities. In Samsung, it refers to managing an individuals
investments in the form of bonds, shares, cash, mutual funds and others. It refers to managing
money of an individual under the expert guidance of portfolio managers. For engagement of the
brand portfolio, company allocating funds taking into account each brand and its role, supporting
a brand by its vertical or horizontal expansion or by introducing it , as a brand with a supporting
role, in new contexts. The benefits of portfolio management is that it help in balancing the risks
prosed by projects, optimal allocation of resources, provide correction of performance problems
and aligning projects according to business goals. The disadvantages of portfolio management
are that there are no downside protection and risk of over diversification.
A company can use various strategies for brand equity and brand extension. By making
similar product in a different form from the original parent product, by using distinctive
component, by adding extra features and attribute, vertical extensions and expertise.
The company can use various strategies for brand equity and brand extension. By making
similar product in a different form from the original parent product, by using distinctive
component, adding extra feature and advantages, vertical extension or expertise etc.
There are two types of portfolio strategies and models which can be used by the
company. They are as following:

Brand of House- According to this strategy, the company is the brand and any other sub
brand can not be detect the main brand. This strategy help in building a very strong brand which
can be easily recognizable and memorable (Gummerus, Weman and Pihlström, 2012). Samsung
manufacture various products such as mobiles, TV, AC, Laptops and others and company use
different strategies for them. So the customer are familiar with these products and have
information in about them. Samsung keeps its branding through all of its sub brands and its name
located on the back of its all products. It the best brand strategy because it create and powerful
impression on the consumers and memorable. The advantages of it is that it presence in different
market niches, targeting different audiences and the drawback of it is that the fact of every brand
needs its own strategy, identity and marketing activities.
House of Brand- This strategy and model is totally opposite to brand of house. Sub
brands are featured or promoted rather than the company or corporate brand. Various house of
brand businesses are consumer products and holding companies which acquires brand especially
large, internationally with established equity. For example, Samsung Galaxy series, in it
company manufacture various product of one series such as Galaxy S, Galaxy S2, Galaxy S3 and
more others. This strategy is that it offers numerous benefits to companies such as offer multiple
services or products under one branded entity and make ease competition and confusion by
keeping every offer under the same brand. The disadvantages of it is that the time and resources
involved in planning and implementing the brand activities and success will not be directly
attributed to be parent brand.
Samsung can use house of brand model for its business and manufacture its various
products under house of brand. For example, Samsung adopt this model when it launch its
Samsung Galaxy series and it manufacture various product in it such as Samsung Galaxy Note,
Galaxy Note2, Galaxy Note3 Galaxy S, Galaxy S2, Galaxy S3 and more others.
Brand hierarchy
It means of summarizing branding strategy by displaying number and nature of common
and distinctive brand elements across the organisation's products. It is important to differentiate
product so that customers can easily recognise them.

Source: Brand hierarchy,(2019).
Corporate brand- The high level of the brand hierarchy always involves on brand the
corporate and company brand. For example, Samsung manufacture various products such as
Samsung mobiles, Samsung TV, Samsung refrigerator and others which comes under corporate
brand.
Family brand- It is defined as a brand that is used in more than one product category and
not necessary to maintain the company and corporation's name itself. For example, in Samgung
mobile product such as Samsung Galaxy Note, Galaxy Note2, Galaxy Note3 Galaxy S, Galaxy
S2, Galaxy S3 etc.
Individual brand- It is defined as a brand that has been restricted to essentially one
product category. These brand manufacture various products but known by the customer through
their one famous product (Huang and Sarigöllü, 2014). For example, Samsung manufacture
various product TV, refrigerator, washing machine and others but mainly known for mobile
phones.
Illustration: Brand Hierarchy

Modifier- It means to designate a specific item or model type of a particular and
individual or configuration of the product. For example, Samsung manufacture its product
according its customers demands and need for it make change in the fractures and colours of its
products. In Samsung Galaxy Dous, it provide it in black, gray and white colour according its
consumers demands. (Jahn and Kunz, 2012).
Strategies for managing brand equity
Brand equity is a marketing term that define the brand value and its importance. It is a
phrase that reflects the perceived value of a known name, symbol, logo and other identifiers. It is
the value of a brand or can be summarized as the perceived value by customers over other
products and services. For it organisations use symbol, slogan, logo, brand name and others so
that customers are aware with its name, products and brand. It is important because if brand has
positive equity, it can known by its more loyal customers or other competitors. The advantages
of brand equity are increased margins,customer loyalty, expansion opportunities, negotiating
power and competitive advantages. The drawbacks of brand equity are brand dilution, price,
qualifying return on investment etc.
To built a strong brand image, there is a Customer based brand equity model that is given
by Kevin Lane Keller to built a strong that provide shape how customers think and feel about
products and services which is provided by the company. Samsung can use this model. There
are four steps of the pyramid representation of this model, they are as following:
Brand identity- It is a kind of message and information which receives from the products
and services to the consumers so that customers can be aware with that product. For this
identification Samsung create product's logo, symbol, tag-lines, sign, images and others or relate
them with the customers feelings so that they can familiar and aware with the product and loyal
for it (Kapferer, 2012).

Illustration: CBBE Model for Brand Equity
(Source:CBBE Model for Brand Equity,2013).
Brand meaning- It is related to the purpose and reason on which customer can be proud
and satisfied of their product purchases. If they will get satisfaction, they will came back time to
time again for repurchasing. This step divided in to two sections; performance and imagery. If
the product have good price, and product quality, the performance of the product is good and
purchased by the customers. Samsung has a tendency to give people a fantasy over their products
because it has good reputation in the market cause of its pricing strategy and quality of the
product (Kapferer, 2012).
Brand response- In Samsung, it is related to the product quality, if the company provide
better quality product to the consumer then the customer will be very happy and has positive
feelings about the brand . If the customers feelings are positive towards that brand , their
response are also positive and they are loyal for it.
Brand resonance- In Samsung, it is totally related to the loyalty of the customer because
there are high competition in the market and there are various substitute products that are capable
to change the customer's needs and wants. If the company use good quality raw material and
provide its products on affordable price customers are loyal for it and purchase products again
and again from that brand (Kavaratzis and Hatch, 2013).

TASK 3
P4. Evaluation of brands that are managed collaboratively and in partnership both at a domestic
and global level
Brand leverage
It is a strategy which is used for the power of an existing brand name to support a
company's entry into a new but related product category. For example, Samsung manufacture
mobile phone, Tablets, Laptops and others, while it is known for mobiles but other product are in
different categories (Keller, 2013). There is a strong enough correlation between different items
that the brand name has a powerful impact on customers of various categories. Brand leverage is
an important form of new product to introduce and inform its customers because it provides a
sense of familiarity by carrying positive brand characteristics and attitudes in to a new product
category. For example, when Samsung launch its new product Laptop, customer are not doubtful
and confused to purchase it because they are familiar with its product quality and brand name.
Brand leverage are beneficial because there are the cost of introducing a brand leveraged
product is less than introducing and promoting a new product and there are not investment in
promotion and advertisement. The organisation can easily find customers for its new category's
products.
Line extension Brand extension
It occurs when a company introduces
additional items in its same product category
under the same brand name. It is related to
such as new flavours, forms, colours, package
sizes and others. When a company
manufacture a new product and there are slight
differences from its existing product lines,
known as line extension.
The main purpose of line extension to identify
the customers needs and wants or provide
product by doing slight change related to
flavour, colour and others.
It is a marketing strategy in which a company
marketing a product with well developed image
for using same brand name in a different
product category. It can be a process which is
used by the company by using the new product
category linked with the existing brand name.
The purpose of brand extension is to increase
customer interest and readiness to buy new
products and enhancement of brand visibility
(Kucherov and Zavyalova, 2012).

For example, Samsung make line extension in
its products by manufacturing other similar
products that have few changes related to
features, technologies and price such as
Samsung Galaxy Note, Samsung Galaxy Note
series and Samsung Galaxy S series, Samsung
Galaxy Note 7 & Samsung Galaxy Note 8 and
others (Nagurney and Yu, 2012).
For example, Samsung manufacture various
product cause of its customer interest such as
TV, Tablets, Phone, and others. For it,
company do market research and trying to find
out customers interest and provide products
according their desires.
Strength of Brand leverage
Brand leverage is important for the company because it is strategy which used by the
company when company manufacture a new product in its line extension or brand extension. The
main strength of it is that there no promotion and advertisement cost invest by the company on
its products because the brand are already known by the consumers. In Samsung, it help the
company to increase its customers because this brand exist in the market and customers are
familiar with it. It provide a source of energy for the brand and and increase the frequency with
which the brand is linked with good quality. Samsung use various advertisement channels so the
customer are aware with it and loyal for its products which is strength of Samsung. For example,
Samsung has a good brand image in the market so it is strength for its products and when it make
extension in its line, it will not invest extra cost on its promotion strategies or advertisement
channels.
Weakness of Brand leverage and suggestion to improve them
There are some weakness of brand leverage, they are as following:
 Pricing strategy is a weakness of brand leverage because when Samsung launched its
new product, the price of that product is more than the consumers expectations. The
company mainly focus on the profit and sales of its items like products and services
which are provided by it.
 If the brand extension have no advantage over competitive brands in the new category,
then it will fail. If Samsung will not provide any extra features in its products then
substitute products beat it.
Suggestions for improvement

To overcome this weakness company should use a reliable pricing strategy which are
beneficial for both company and consumers (Reza Jalilvand and Samiei, 2012). For this
company can do market research and identify customers need and provide product according to
their need so that they can easily purchase products. For another disadvantage, Samsung also do
market research to find out the customers need related to technology and features that which kind
of product they want. For satisfying its customers company can do innovation in its existing
products and manufacture new product or save extra cost. If Samsung provide its products on
affordable price with effective features then it can beat its competitive products and superior to
the competition (Syngal and et. al., 2015). For attracting its customer it can use different methods
of advertisement and promotional channels and provide information about its existing or new
products.
Collaborative and partnership agreements
This is the part of brand extension which are used by the company on global and
international level when the companies operate their business in another country. The
organisation use partnership and collaborative agreements when it operate its business in another
country and had not any resources there, it use these kind of agreement with that company which
are well stabled in that country. For example, if Samsung want to established its business in
another country, it can make partnership and collaboration with other company which are
already well established in that country. That company which can provide needed resource to
Samsung for its business. It is beneficial for Samsung because if that company which is already
running its business in that country where Samsung start its business, it can start its business and
by using resources it can establish its business in less time. The partnership company already has
its image in the market so it is a positive point for the Samsung brand and it can easily aware and
provide information in the market with its product and brand also. For example, Microsoft and
Samsung are working together to deliver innovative and creative mobile experiences which help
the organisations with digital transformation. With this partnership both Microsoft an Samsung
give priority to its customers need and satisfied them by providing them better features and
quality.

TASK 4
P5. Different types of techniques for measuring and managing brand value
Brand Value
Brand value maintain the reputation of an organisation that how much customer are
familiar with it and like its products. If a company have various product and customer do not like
them then it has zero value. The brand value of any company can be measured through customer
loyalty, staff retention and recruitment.
Survey- The company can do survey on its customer that it can provide products
according their needs or not. If customer are satisfied with company's products, they will
purchase them again and again that help to increase the value of brand and also help in
measuring brand value. For example, Samsung is mobile company and a good brand value in
market and positive and negative impact on its books of account. It provide good quality product
which increase its brand value and price of some products are much high more than customers
expectations (Wirtz and et. al., 2013).
Brand awareness
It is a process to create awareness about the product and services. In it, company use
various advertisement channels and make brand logo, symbol, image and others so that it can
familiarise the customers with the brand. For example, for its brands awareness Apple name
located on the back of its all products. For measuring and managing brand awareness company
can use various techniques such as surveys, search engine quarries, social media engagement and
others (Zaglia, 2013).
Social media engagement-By doing promotion and advertisement company can aware
people with its brand and the products and services which are provided by it. Samsung use
various mode and channels of promotion such as by add on Instagram, Facebook,Twitter and
web advertisement etc.
Market share
It represents the percentage of an industry or total sales that is earned by company over a
specific time period. Market share is the percentage of a market by a specific entity. Samsung
increase its market share by making innovation in its products, strong customer relation and
acquiring competitors. The company do it because there are various competitors in market such
as Samsung, Microsoft and others and they create barriers for the company. For remove these

hurdles Samsung provide good quality products according the consumers need and demands.
Company can use various techniques such as key performance objective, innovation,
strengthening customer relation and others.
Innovation- It is one technique, by using it Apple can increase its market share, it can
make change and innovation in its product's features according the customers needs and wants
and provide product which can satisfy them.
Consumer attitude
Customers are main source of the company to increase the sale and enhance profit.
Customer attitudes are a person belief, feeling, behavioural intentions towards the business and
its products. It can be positive and negative according the consumers perception, need, value and
behaviour. There are various methods to measure and mange the consumer attitude such as
surveys, market research and others.
Market research- By doing market measure Apple can measure the customers need that
which kind of product they want and for satisfying their need it can provide product according
them to mange of fulfil their needs and desires (Annie Jin, 2012).
Purchasing intent
It is the probability of consumer to buy a product or service. For evaluation of
purchasing intent, company can use predictive modelling to find out future outcomes that are
based on historical data. Apple can do this process to identify its future customers.

Purchase Funnel Intent- Funnel model is a technique that can be use by company to
measure and mange its purchasing intent. There are 8 steps within it model such as pre
awareness, awareness purchase intent trigger, research and familiarity, opinion and shortlist,
consideration, purchase, brand ambassador or saboteur and repurchase intent. In it customer
firstly collect information about the brand and its products then analysing own needs to purchase
them. The customer do research for product then shortlist them which it need to purchase and
asking the opinion of people who have already purchased. In 7 step the customer take final
decision to purchase goods and in last step if they satisfied with them, they again & again
repurchase the product from that brand (Balmer, 2012).
CONCLUSION
In this report it is concluded that about definition of brand and brand equity and the
importance of branding as a marketing tool and how it emerged in business practice. The key
Illustration: Funnel Model

components of a successful brand strategy for building and managing brand equity are also
explained in the report. Different strategies of portfolio management such as house of brand and
brand of house, brand hierarchy and brand equity management are defined in the assignment by
using appropriate model of CBBS model which include brand loyalty, brand awareness, brand
brand asset, perceived quality and brand association. Various techniques that are used by
leverage and brand extension are described clearly such as partnership and collaboration
agreements. Different techniques for measuring and managing brand value in relation to
developing a strong and enduring brand are explained in the assignment.

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Online
Brand Management. 2019. [Online]. Available Through: <https://marcom.com/blog/what-does-
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