Brand Management and Corporate Social Responsibility

The provided document contains a list of references to various studies and research papers on brand management and corporate social responsibility. The references cover topics such as cause-brand fit, employer branding, advertising and sales promotions, international employer brand management, and more. This assignment likely requires students to analyze and discuss the concepts and findings presented in these references, possibly with a focus on their application in real-world business scenarios or the development of effective strategies for managing brands and promoting corporate social responsibility.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as marketing tool........................................................................1
P2 Key components of successful brand strategy and managing brand equity......................3
TASK 2............................................................................................................................................4
P3 Various strategies of functional administration, brand equity and hierarchy establishment. 5
TASK 3............................................................................................................................................7
P4 Brands are managed collaboratively and in partnership...................................................7
TASK 4..........................................................................................................................................10
P5 Different types of techniques and methods for managing and evaluating brand value. .10
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is the marketing method which is used for analyse their positioning,
brand image, target customers and perception. Also organisation require to build good image
among customers in the large place. This will includes marketing, placement, advertisement,
distribution for identifying brand image and creating positive personality in the target market.
There are number of aspects such as costing, supply and demand, customer satisfaction,
presentation and competition in the market. Brand management provides favourable and positive
outcome for higher in the sale of particular product but all these products has been associated
with brand. It is also important for building trust among customers mind for the goods and
services (Ashworth and Kavaratzis, 2010). The report is based on Apple which is international
technology organisation. Company is establish in the year of 1976 by Steve jobs. Apple is
design, sell computer service, online service, development and customers electronics. In this
project, importance of brand management and its key factors of success strategies. In this report
two most popular brand are presented that includes Iphone 7 and S8 which are very expensive
brands of the organisation. It is famous brands among various large number of customers.
TASK 1
P1 Importance of branding as marketing tool
Branding is one of the most important factor to the firm for representing their product
image and quality among customers in the large market place. Organisation has to create new
image and specific name of goods and services. For using this process, an enterprise use various
types of effective methods for building good and pure image such as packaging, logo and various
other unique features. Sometime organisation face various issues or problems when they serve
quality products and services but damaged brand due to poor and low customer satisfaction.
There are various methods for making brand stronger that are as follows:
 Branding build trust- It is the process which will assist in creating trust among customers
for long time period. People like to purchase quality and effective goods in front of firm
and company fulfil customers needs and demand for building trust within the
organisation (Bigné, Currás-Pérez and Aldás-Manzano, 2012). Apple provide unique and
innovative products to connect customers for long time period. Brand help in making
connection with target audience and create confidence among them.
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 Branding support advertising- For making popular brand, it is important for company is
to do advertisement for specific goods. The process of firm represent their goods and
services among customers in the target market. It can be used for building brand image
and attract large number of buyers towards them. Advertisement is one of the most
essential feature which build reputation and brand image in the target market.
 Branding inspire workers- In an organisation, employees are key part who works for
achieving desired goals and objectives. Employees need more work that can help in
inspiring them for large time period (Brodie and et. al., 2013). When workers easily
understand their major objectives and mission for getting accurate results.
 Branding assist in generating new customers- The main motive of branding to connect
new customers in the firm and their products. The process of firm introduce their
products quality, main features and uniqueness with one another. Customer provide
information about company need to serve and offer different type of products and
services.
 Branding improve recognition- It is one of the important element of an organisation
because customer can only identify firm by using unique goods or attractive logo. A
professional logo design is simple and attractive for memorable identify among customer
mind in the large market place. Apple need to represent the unique logo image among
buyers mind and also try to make their products different from others.
Difference between Brand and Product that are described as under:
BRAND PRODUCT
 Brands are those which are totally
different from other and have some
unique feature that can easily attract
customers.
 Brand assist in building unforgettable
experience.
 Brand build own values and goods for
limited time period.
 Brand built customer perception,
expectation and their experience
 Products can be copied by challenger or
rivals.
 Goods can became outdated or obsolete
easily.
 Products are totally depend upon
quality and customers satisfaction to
continue for long time period.
 Goods are made by firm and should be
purchase by customers in exchange of
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towards specific goods and services. money.
Branding help in business practices for promoting their products and services among
customers in the large market place. It emerged in companies at the ancient time period and this
will support business operations and functions for promote such goods within the competitors.
Brand maintain image of specific products and services in front of buyers so they can getting
high amount of earnings. Brand help in increasing credibility for maintaining business practices
to achieving desired goals and targets in proper manner. It can assist in gaining maximum profit
for performing business practices and functions. Brand emerged in the business practices for
maintaining all actions and activities effectively.
P2 Key components of successful brand strategy and managing brand equity
Brand assets and major strategies defines the customers perception for practical
experience. Firm can easily earn high income and revenue by using brand quality and actual
customers. It is qualitative method which help in evaluating reputation and goodwill of an
organisation among customers mind (Buil, De Chernatony and Martínez, 2013). This includes
awareness, association, brand loyalty and analyse its products quality which gives satisfaction to
the actual consumers. There are certain key factors which help in successful brand strategy that
are as follows: Public relation- For doing business in smooth manner, it is necessary to create goals and
important key performance of their workers that can clearly analyse target customers for
building public relation. It is essential for company is to identify key audience for
providing effective goods and services. Apple is the famous firm which offer quality
goods for making their products different from other competitors. Digital marketing- Apple use digital technology for evaluating their brand strategies and
public relation outcome. The major key element of marketing for using digitalisation.
This is very simple and easy for company is to use digital technology for making
innovative and creative ideas in new goods and services. It is that process which is used
for spreading awareness of new products among target customers.
 Social media- It is one of the most effective method of promotion which assist in creating
brand image in the customers mind for long time period. In current time period, social
networking sites are used for gaining information about regular life and make new
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products that can help in improving their buying power of particular product. Apple use
social media for increasing their brand image among customers.
Factors for building strong brand equality Strategy- This is necessary for business organisation is to create specific goals and
objectives for achieving desired goals and objectives (Christiaans, 2012). It is necessary
for building effective strategy and planning for reaching in effective and efficient
manner. Brand offer unique and quality products to their customers which require to
spread awareness in the current market place. Awareness- Brand is clearly defined specific strategy which is use for building their own
image and value in the market. Apple use various techniques and methods for spreading
awareness about their customers brand. By using procedures, customers believe to take
relevant information regarding the brand through internet, social media etc. Communication- Brand equity has demand for making strong communication to building
their own goodwill and reputation in the large market place (Dempsey and Gruver,
2012). This will help in analysing and identifying customer desire towards product and
brands. For this procedures, workers can easily provides them information about specific
goods and services so they should introduce and produce at the market place.
 Legal and ethical decision making- UK government has been taken large responsibility
for making effective rules and norms for their nation people and supervise all necessary
actions. They have capability to increased, approved and reject government draft
regulations.
TASK 2
There are two brand which are selected for identify their background that are discussed as
follows:
Apple- Apple is the multinational technology firm which headquarter is based in
Cupertino, California which develop, design and sell consumer electronics items, online services
and computer software. It is the public company. It is established in April 1st 1976, and there are
499 retail stores are situated in all over the world. The number of employees are approximately
1,23,000 analysed in the year of 2017.
Samsung- It is the south Korean multinational company which headquarter in Samsung
Town, Seoul. This company is established in March 1st 1938 and they provide different types of
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products such as automotive, consumer electronics, medical equipments, home appliances etc.
there are large number of employees that is approximately 4,89,000 observed in the year of 2014.
P3 Various strategies of functional administration, brand equity and hierarchy establishment
Brand management is that process of creating and making strong relationship among
customers and company goods for gaining maximum profits and assist in retaining employees
for long time period. For making effective brand management, it help in developing more
customers aware about such brands that is IPhones and S8.
There are certain strategies of Apple that are use for brand management which are
discussed as under:
Portfolio strategy- Strategy is used by different organisation at the time when they
operate large number of brands, services and companies within the specific brand. Portfolio
management is used to encompass all such ventures under one umbrella. As per the strategy,
every brand has its own trademark and legal authorities that can make them unique products and
services in better manner. Samsung company operate different type of brands and services and
brand portfolio is used to encompass all such ventures. For maintaining the position of such
brand of companies that includes iPhones and S8 at the top place of the market area. So portfolio
management help in managing all activities and functions in proper manner.
Brand portfolio strategy- It is that procedure which can assist in managing and
maintaining more than two brands in the large market place. In this, an individual serve different
type of products and services to their customers under single brand.
Brand portfolio strategy
There are certain strategy of Brand portfolio which are given as follows:
Corporate brand- In this firm can provide different goods and products with specific
name of their organisation.
Umbrella brand- It is determined as different products which has been offer by company
under particular brand.
Endorsed sub brand- In this, various products are offered with specific brand which is
known as parent organisation.
Product- This is direct approach, where an enterprise directly sale their goods without
any parent brand name.
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Brand equity strategy- In brand equity, there are different factors which must be
influence with the strength of specific goods and services (Esch and et. al., 2014). The concept of
brand equity model provides strong brand as per customers consider and feel about its products.
For maintaining stability among each product so company can enlarge its goods to define the
actual position.
Actual portfolio management strategy- It is that strategy which required for considering
by firms and company managers have desired level for take high risks in the market. With the
help of this, they will be capable for achieving appropriate and better results in the whole market
place. It is another essential factor which are needed for determining and it is used by brands
which maintain good position in the market and make share in high level. It is the portfolio
management strategy seen the depth market research so it can improved and impressive returns
that can measuring to gain better performance and earning maximum income or profit.
Passive portfolio management strategy- Generally, it is that strategy which is used by
those organisation that are not interesting for taking high risk in the large market place and they
need to make effective growth and success within an organisation. This is determined as
essential factor for the business that applied correct factors where they can easily gain best
suitable returns.
Brand Architecture
A brand structure can be defined as a construction of brand within an organisation. It
refers that mode where the brand's are exist within firm's portfolio which are related to and it is
distinguished with one others. It can also be said as an incorporate procedure of brand structure
by devising brand relation among stigmatisation alternative.
The models of brand portfolio are:
 Branded House - In this, the brand administrator usage a individual trade name crosswise
all the different merchandise and collection. Through with this they can easy to make a
flooded focusing on the brands and also increasing the scale in proper manner. House of Brands – In this, the brands are autonomous and fragmented as they don't
associate with each another in better way. It is determined as one of the least compelling
theory for trade name listing. In this, usually the organisation possess a number of
assorted brands in the identical collection.
CBBE model (Consumer based brand equity)
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The theory help in managing brand assets in proper manner. It was presented by
merchandising professor Kevin Lane Keller. He can analysed that marque evaluating the
perception and opinion of purchaser that they can assist in rendering correct variety to their
commodity for fulfils need and demand of goods and services. This can prompt buyers for
buying company products and services at the large market place.
Application of CBBE model:
Brand identification- This belong for appreciate special characteristic and dimension of
various kind of brands from other challenger.
Brand meaning- This model or concept is important for an organisation for presenting
brand name which assist in developing specific image in the large market place.
Brand response- This consider customers answer towards organisation goods and realize
the firm profitableness in proper manner.
Brand resonance- It exist for structuring and processing affirmative picture of the
administration merchandise in the knowledge of customers which analyse with its leading
competitor.
TASK 3
P4 Brands are managed collaboratively and in partnership
There are various brands of information technology but currently most famous brand are
Samsung and Apple and they are famous firm in all over the world. All the businesses manage
and maintain brands with effective cooperation in international and domestic level. These are
identified as under:
Brand extension- Apple is one of the leading company which help in expanding their
manufacturing computers and launched such product in the new market. Also introduce new kind
of cell phone. The latest brand expansion is the iPad that are good things for the customers who
like specialised injury (Hanna and Rowley, 2011). Now they are consider to open the online shop
for selling mac apps. On the other side, Samsung is also the multinational company which
produce latest and new type of electronic products and services and serve to the customers.
These firm also open their branches in different nations. Both apple and Samsung are popular
brands which is known by large number of people. An enterprise has been making various
strategies as per customers requirements. So these commodities of apple firm are mainly popular
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at domestic and international market. Thus, company can creating and making other effective
strategies according to the needs of buyers. Extension approaches for brand management are as
under:
 Line Extension – In this, an organisation targets a new consumer section or focusing on
a entire new client base by developing a new global with the assistance of nurture brand
service are provided to their desired buyers in proper manner. With the help of this, the
market area acquire heighten and thus transferral development and improvement to the
organisation. Apple can form effectual utilisation of this brand extension processing but
by this they need to discover a suitable region where they can try to do enlargement in
better manner. Apple is having its existence in large number of the countries and this is
smoothly run its business operations and function in such locations. Category Augmentation – this categories of the brands is enhanced by the organisation.
The salesperson can make use of nurture brand name so they are easily enter into a new
market place. In this, the firm is directly initiate a fresh aggregation and then new
merchandise into that collection. Apple having an chance or opportunities to get into in a
new area by this they can increase amended market portion and consequence in
appropriate manner.
Strategies and approaches for extension of brands:
There are various large and small company who are dealing with similar type of goods
and services and they are major competitors for each other in competitive in all over the world. It
should be compulsory for each and every small or large firm for follows and adopting various
strategies for maintaining and staying their goodwill of brand with making customer relation in
competitive environment. Every company have some goal with different strategy which has been
followed for getting success in international and domestic market place. There are large number
of people of target market has been gaining advantages of best and effective services for
maximising their customers satisfaction level in all over the world.
An organisation determine various promotional methods or tools such as advertisement,
workshops, meeting, conferences, seminars and regional or national issues, social media and
through ceremony for giving publicity to their goods and services. Brand portfolio management- Brand management is the strategic source for resolving
major issues and problems which are faced by an organisation or their brands. With the
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help of this methodology, company will sustain and establish their customers willing
towards their effective goods and services for long time period. This method will assist
enterprise for increasing sales and profitability where a firm can able for enhancing their
market share and also maintain relation with their desired customers in proper manner.
APPLE are able for solving such problems by removing weak items and products by
alteration in existing goods and services for making strong relationship with their
potential buyers. This will help in collaborating at domestic and international level with
other firm in appropriate manner. Brand imagination- It is the appropriate plan of action where each and every
organisation require to follow future based business activities, market share value,
customers relationship management. For imagine such brand it will help in promoting all
product at national and international level. Leverage- Usually, it can be seen that Apple company strength at bargaining table which
comes from sound point. In few year ago, when small and weak firm Apple talk about
five major record labels into marketing music that is iTunes for $0.99 and on the other
hand, customers should have capability to spend money on specific products. They will
drop at-least $1500 on iPod and mac.
 Strategies and approach of Brand extension- Each brand extension is associated with
core products (Hwang and Kandampully, 2012). Apple enter into music industry so there
are many reason which assist computer manufacture sell songs and films but the brand
leaders identify large needs that are related to mobility, consumer experience cycle,
buying songs and albums by which they develop encompassing offer that includes iPod,
iTunes and iStore. Samsung use various strategy for brand extension which help in
promoting products and services in the large market place. They change the structure of
products such tablets, iPods, gadgets and mobile phones.
There are various strategic approaches which help in measuring potential for brand
extension in latest categorises. These are as follows: Brand imagination- This will define that how to integrate two or more brands in
successfully for effective enlargement. Both the companies have to set in their mind, the
clear picture of latest brand which produce for attracting large number of customers.
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 Brand portfolio management- In this, management create decisions about brand should
be used for administer categories and organise a portfolio brand through damage weaker
brand and use other for covering sales and market.
 Innovation- An organisation take decision regarding products modifications through
adding some more value or new features in current products and introduce new goods in
the large market place so it is known as Blue Ocean Strategy. Both the companies make
innovative and creative products for attracting large number of customers. They make
effective strategies for developing unique and different type of goods which are
demanded by customers.
TASK 4
P5 Different types of techniques and methods for managing and evaluating brand value
There are various tools and methods which assist in managing and maintaining brand
value of different competitors which are as follows:
Clarification of brand value- It is such type of methods and techniques which assist firm
for try to clear the market as well as their competitors and make them perform better in better
manner. This will includes major two elements such hard and soft line. Apple and Samsung
consider more effective and efficient tool and method so that they can generate demand in
market area. All such things will assist in better promotional techniques in right manner.
Recognising the behaviour of customers towards brand- Apple and Samsung is that
which mainly observe the individual behaviour of customers towards their effective goods and
services according to the taste or preferences. Therefore, both the organisation goes with
conducting surveys and analysis for identifying accurate result of such things within large market
area.
Evaluation of several differentiation- It is that type of thing which assist company from
various customers perceptions and motives in right manner and it is related to brand value and
venture innovative products and services in better way. Apple and Samsung is one of the most
popular brand which have great impact on customers as well as market place and the main
priority of organisation compete with their rivals.
SWOT analysis of Apple organisation:
Strength
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 Advanced product- It is outstanding quality of Apple Inc. which origin each instance for
contend up with fresh property which are charge the activity and increase care. Samsung
also produce originative and progressive goods for profit work of sizeable amount of
customers.
 Leading place- Apple is one of the prime company in auto mobile in all over the global.
Samsung is the international firm and keep their place in the market place.
Weakness Match the customers prospect- Apple is the starring organisation whose market share is
high with the anticipation. Samsung also fulfil their buyers demand for providing them
choice based goods and increase reliance of buyers.
 Inconsistency- The leading issue or difficulty of firm is to aspect commodity completable
with another organisation. On the other hand, Samsung and Apple is face prime trouble
which decrement in the net income.
Opportunities Encouragement in application- Company can follow current and new method and
application which assist in earning maximal gainfulness (Brand equity strategy 2017).
 Development in marketplace- Apple and Samsung are the starring organisation because it
is essential for render development in the country.
Threats Market incursion- The sale of telephone are arrived by other organisation which are make
activity insight. Both the administration covering the market for attracting bigger amount
of buyers.
 Rivals- It is the leading danger where big number of challenger dealing in identical
merchandise and supply kindred type of work. Samsung is the major challenger of Apple
governance who always adopt each other customised for render them various type of
commodity.
For Apple For Samsung
 Apple is one of the leading
organisation which provides various
types of products and services to their
customers at the large market place. So
 Samsung is the multinational
organisation which offer different
types of products and services such as
computer software, consumer
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they can develop and make creative
goods for gaining benefits by their
customers.
 There are several methods and
techniques which are used by Apple
that are as follows:
 Brand awareness- It is qualitative
method of investigation in which
company seek for developing good and
effective image in front of large
number of customers so this can help
in recognising different factors in
proper manner.
 Free association- For using this
technique, company try to analyse
brand association for smoothly run the
business at the time of buying
drinkable items.
electronics and many other. They also
face tough competition at the large
market place by this they can gain
profits for selling specific goods and
services.
 There are various methods and
techniques which can be used by
Samsung firm that are discussed as
under:
 Brand wholly based on comparative
approach- It is that concept which
assist in evaluate that how customers
can respond towards new goods or
products for same company at the large
market area.
The various approaches that can be applied by Apple and Samsung are as follows:
 Financial Approach- the main aim of the organisation is to concentrate on changing and
modifying the current and present component or regenerate them with the new
commodity in the marketplace so that it can do their operations in the long time period.
The conception that are included in this are:
◦ Concept based on merchandising – It comprise all the information and data that are
existing in the marketplace.
◦ Formulation based on income – It is very essential for the organisation to render
products and services to their customers according to the demand and needs.
 Customer Based Approach- In this approach, buyers are considered as the final ones
who usage that product and if firm made their desirable goods and services then this will
help in gaining advantages for increasing profitability and income in better manner.
Valuing Brand Approach:
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There are several brand valuation approaches are:
Research Connected with Approach: Investigation is stately conducted on customer and
user so as in state to measure the Apple and Samsung brand presentation in the marketplace.
There is no any business exercise and amount in this. There are various factors which have an
influence on the accomplishment in the conceptualisation of customer which is very necessary to
be evaluated.
Business driven method: This is dependable on the financial work and performance of
both organisation including Apple and Samsung. There are various techniques have been
discussed here which is:
Concept of Value: This refer to the brand value through aggregating whole important
price which are happen through the organisation in respect of carrying this in new state. It help in
defining the concept that help in determining the value or cost in better manner.
Corresponding: Apple and Samsung is using this approach for arriving the brand belief
through price observing methods of challenger administration of different brands.
CONCLUSION
As per the above mentioned report it can be analysed that Brand management is the
marketing method which is used for analyse their positioning, brand image, target customers and
perception. Also organisation require to build good image among customers in the large place.
Organisation has to create new image and specific name of goods and services. For using this
process, an enterprise use various types of effective methods for building good and pure image
such as packaging, logo and various other unique features. Firm can easily earn high income and
revenue by using brand quality and actual customers. It is qualitative method which help in
evaluating reputation and goodwill of an organisation among customers mind. Apple is the
multinational company which deals in hardware and software development for designing,
introducing and sell mobile phones, online services, computer and customers electronics.
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REFERENCES
Books and journals
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Buil, I., De Chernatony, L. and Martínez, E., 2013. Examining the role of advertising and sales
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Christiaans, L., 2012. International employer brand management: A multilevel analysis and
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Online
Brand equity strategy 2017. [Online]. Available through:
<http://regions.cim.co.uk/london/home/news/2015-october/studying-or-not-why-brand-
equity-matters/>.
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