Brand Management: Strategies for Portfolio, Hierarchy and Equity

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.