Samsung Brand Management Analysis

This assignment requires an in-depth analysis of Samsung's brand management strategies. Students are expected to examine Samsung's brand hierarchy, applying Keller's Brand Equity Model to understand its key components. The analysis should also consider Samsung's global brand value ranking and illustrate how it maintains a strong brand presence in the competitive market.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
Building and managing brand over time................................................................................4
Introduction............................................................................................................................4
Main Body..............................................................................................................................4
Conclusion..............................................................................................................................7
TASK 2............................................................................................................................................7
Analysis of Samsung's Portfolio Strategy..............................................................................7
Illustration of Hierarchical Management of brands................................................................9
Analysis of strategies for managing equity of brands..........................................................11
TASK 3..........................................................................................................................................13
Evaluation of how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................13
TASK 4..........................................................................................................................................16
Evaluation of different types of techniques for measuring and managing brand value.......16
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

INTRODUCTION
Brand Management is an activity to plan and analyse how a brand is perceived in front of
its customers as well as in the market. It requires companies to develop effective relationships
with their target markets (Braun, Kavaratzis and Zenker, 2013). It undertakes all the aspects
about a firm's offerings like the offering itself, its appearance, price, packaging. The project
below is based on Optimum Impression Ltd., which is marketing consultant company. This is the
organisation which deals with big brand and suggest promotional strategies to these firms. The
report covers an understanding on how a brand is built and managed overtime and analysis of
organisation of brands in portfolios and building and management of brand hierarchies . It also
covers evaluation of how brands are leveraged overtime domestically and internationally and
techniques for measuring and managing brand value.

TASK 1
Building and managing brand over time
BRAND IS POWER
Introduction
A brand is referred to as a service, product or a concept that distinguish the offerings of
a company from other products and services so that it could easily be marketed and
communicated (Batey, 2015). Brand Equity is a term which is used to determine the perception
of customers towards product or service of the organisation i.e., a commercial value of products
and services of an organisation by their brand names (Su and Tong, 2015). In order to build a
strong brand name companies are required to follow certain steps effectively. Firstly, they must
effectively determine target audiences, i.e., customers actually interested in buying their
products. The next step requires them to determine their brand mission, which includes creation
of mission statement which clearly defines their ideology. Companies then must effectively
determine their competition, their activities as well as factors that differentiate them from other
companies. After their detailed analysis, firms must create value propositions which require
them to determine the uniqueness, value and benefits of their products and services. The next
step requires them to decide brand guidelines which undertake tone and strategy of their brand.
The last stage needs them to market their brands. Marketing Department plays a prominent role
in creation of brand equity. They analyse the marketplace to determine the exact needs of
customers and communicate the brand effectively to the customers. Most importantly, they
acquire their feedbacks through which firms get an opportunity for strengthen brand equity.
Main Body
Optimum Impression Ltd. is the organisation which works as marketing consultant to big
brands. This company provides knowledge about marketing and advertisement campaign which
helps to create good brand image in industry. In this article, there is discussion about Apple
Inc., which isa multinational brand that deals in technological products and having its
headquarters in California, US.
In this era of tough competition and dynamism, it is very crucial for companies to
effectively apply certain successful strategies to strengthen their brand equity. There are various
companies in electronic and telecommunication industry which have applied such strategies that

have effectively aided the purpose. One of the most prominent examples of companies that have
adopted strategies for brand equity is Apple, Inc. The firm has effectively manage to retain its
position as the most valuable brand quite recently with growth of brand value up to 16% at
$214.5bn (Apple retains crown as world's most valuable brand as Facebook value sinks, 2018).
The firm has used various strategies that enabled it to gain such status and enhance its brand
equity. However, according to (Christiaans, 2012), there are various uncertainties and risks
associated with these strategies. The most prominent strategy used by Apple recently is
innovation. The firm has been consistent in empowering customers who have a different ways
of thinking and thus, it produces products and services that satisfy these unique demands of the
customers. The most evident example of such product is AirPods, which are unique earphones
by Apple that don't involve wires and work via Bluetooth. However, the risk in such a strategy
is that if the firm fails to fulfil their innovative demands, they would shift their preference to
another company. Another strategy of the company to enhance their brand equity was its pricing
strategy. Brand equity is quite influenced by the price of a firm's products or services. The firm
is again consistent with its premium pricing policy for its new products in the market. This
creates a perception of receiving a high value with its offerings. The firm, however, has
experienced certain pitfalls from their pricing strategies. During mid-90's, the company's pricing
strategy wasn't quite beneficial at that time and faced backlash (Why Apple Is Still A Great
Marketer And What You Can Learn, 2019). This remarks that the strategies used by companies
must be effectively channelised to avoid any kind of risk that could serve the firm in a negative
manner.
There are certain benefits of branding on the business operation. As this would help the
business to be recognised and would also help them to make the business globally viable.. As it
is seen in the case of Apple they are able to make a brands image of most trusted device which
helps them to convince the customer and create positive image on the mind of customer.
Above example clearly shows how important branding is for a company. Organisations
can use various models to enhance their brand equity. One such model is Aaker's Brand Equity
Model and the company that could effectively apply this is Samsung. It is one of the biggest
companies in telecommunication and electronic industries.
Implementation of Brand equity model
The company has customers worldwide and this model could help it achieve utmost

brand equity in the market. This model was developed by David Aaker and suggests that brand
equity could be overviewed as an accumulation of brand loyalty, quality perceived and brand
awareness which are also components of a successful brand strategy as per the model. This
model describes how effectively brand management could begin with building up of brand
identity. There are four major elements of Brand Identity as per this model which are mentioned
below:
Brand as a Product: This effectively deals with the scope, attributes, value and quality of firm's
offerings.
Brand as an Organisation: As a company, this element deals with attributes of the
organisation, its local as well as global activities.
Brand as a Person: According to the model, this element consists of personality of the brand as
well as customer relationships.
Brand as a Symbol: This element requires the brand to create effective visual and audio
imagery as well as metaphorical symbols that appeal customer attention.
As for Samsung, there are some suggestions for brand extension as well as
reinforcements as per this model which are mentioned below:
Brand Loyalty: One of the prominent ways in which Samsung could enhance its brand equity
and extend as well as reinforce its brand is by enhancing the loyalty of customers towards the
brand (Dessart, Veloutsou and Morgan-Thomas, 2015). It can do so by reducing its marketing
cost by focusing its strategies to its existing and loyal customers. Brand loyalty could also be
enhanced by reducing competitive threats effectively.
Brand Awareness: This element could be used to reinforce the brand and maximise brand
equity despite of its popularity. The firm must make its products and innovations familiar with
the public to build strong perception about the quality of their offerings.
Quality Perceived: As one of the most prominent ways to enhance brand equity for Samsung,
this requires the firm to make customers familiar with the quality of its products. It could
effectively be done by running various aggressive product tests internally. It could also be done
by employing effective sales channels and differentiating the product from that of the market.
Brand Associations: There are various associations that could be triggered effectively by this
brand. To successfully achieve this, the firm could better the ways it presents its TV and online
advertisement so as to retrieve the brand effectively. Moreover, the firm must work towards

creating a positive attitude in the minds of customers about the brand.
Other Proprietary: This includes asses like intellectual property rights and patents. The more
such assets with the firm, the more competitive advantages will be there with the company. This
would allow the firm to extend itself as well as in reinforcements. It would also help the firm in
achieving effective brand equity in the market.
To overcome a brand crises, the firm could adopt various successful strategies. The first
would be communication. The firm must communicate with the customers as well as the
suppliers about the crises so that their support could be gained in the best manner possible.
Another strategy could be to apply a focused approach. For instance, when a smartphone series
of the firm was underperforming due to safety reason, the firm focused on enhancing its safety
to enhance its efficiency and overcome brand crises.
Branding is quite effective for a firm like Samsung and could effectively be used as a
marketing tool to ensure its maximum brand equity.
Conclusion
Marketing plays essential role in making brand image in industry. With social media
marketing, there is important sales and profits of Samsung. As a marketing tool, branding could
effectively manage to deliver the message that the firm is trying to give to its customers. It also
helps in creating customer loyalty and motivates customers to buy the firm's products. Thus,
branding is very crucial for a firm and could help it build a strong brand image in front of the
customers as well as enable the company to gain a competitive advantage.
TASK 2
Analysis of Samsung's Portfolio Strategy
According to Evans Keith (2017), Brand portfolio is defined as the collection of brands
that the company has to provide to its customers so that they are able to sell it across the market.
When large businesses operate under multiple different brands, services and companies, a brand
portfolio is used to encompass all these entities under one umbrella.
There are various decisions under brand portfolio that are quite strategic. There are
various models to govern these decisions. These models are mentioned below:

 House of Brands: Within this model, products are considered as a primary brand rather
than the firm. Various different names are utilised by firm to segregate offerings across
categories. Its biggest advantage is that each brand would be having a unique entity and
managers could apply focused strategies for each. However, there is quite a risk of
cannibalisation in case of house of brands. In addition, the promotional cost for each
brand too would be high in this model. Branded House: A single brand name is utilised for all the products of a firm. Samsung
uses this model for all its product categories. This makes the work of managers easier in
case of promotional activities. Its disadvantages include brand dilution due to various
product of a same brand.
 Hybrid Model: This is a mixed approach where companies use a blend of both the
strategies for their brands for different ways of brand extensions. It is favourable for
companies that plan to use mixed strategies for their products of different brands.
However, with such a
For Samsung, the most favourable approach would be Branded house seeing popularity
of its brand and various product lines. Another reason is that it saves the firm from
cannibalisation and brand dilution of their products.
A brand portfolio strategy is all about the family of different brands, its roles and their
relationship with each other. “Samsung” is the renowned brand with multiple and advanced
products in every category from home care to smartphones. Currently, Samsung is leading at the
top stage of success and achievement therefore it is difficult to analyse Samsung's brand portfolio
strategies to identify measures or steps they took to enhance their product image and raise
product & brand portfolio at the higher level. The Samsung's brand portfolio strategy is as
follows: Long-term Thinking: Today's many companies are facing the issues managing their
brand portfolio, it is because of challenging resource allocation. “Samsung” has taken
attempt to optimized their available resources to drive future profits and growth (Dinnie,
2015). Apart from this, Samsung has used brand valuation tools to get assist their
decision making process while making familiar with customer' their potential brands.
 Consideration of Consumers' Perspectives: Samsung has continuously focused on
taking their customer's thinking and idea's to building their brand along with developing

its products side by side. For creating effective relationship, Samsung is still taking
customer reviews and feedback's to develop their brand portfolio and products with
innovation and creativity.
According to Elliott and et. al., 2015, companies must place these strategies in place
effectively in order to mitigate any risk. However, there are critical issues with these strategies
that needs to be considered in case the firm wants to effectively apply portfolio management
strategies. These issues are as follows:
 While applying long-term thinking, Samsung might not effectively manage to forecast
future demand and dynamic business environment. This might be the case where its
products fulfil current demands but might fail to accomplish future preferences. With
such strong competitors like Apple and LG, the firm might be ineffective in judging their
future innovation capabilities.
 Consumers perspectives changes overtime and are influenced by a number of factors.
These factors might be risky for Samsung which would be focusing on their perspectives
to effectively manage their portfolio. Such perspectives might be beneficial for the
customers but might not be the same for the firm economically.
Illustration of Hierarchical Management of brands
Brand Hierarchy refers to a structure of various brands within a company. It is the
manner in which brands within a firm's portfolio are differentiated from and related to one
another (Gundala and Khawaja, 2014). It is however a complex activity where multiple product
lines are concerned. In Samsung, there are various product lines with vague relationships with
one another which require them to effectively develop certain brand hierarchy strategies. In
Samsung, an example of brand hierarchy is described below:

(Source: Samsung's Brand Hierarchy, 2018)
Samsung is a company with various brands serving customers across the world having
different needs with a range of different products. It is imperative that the firm manage these
brands effectively to enhance brand equity and better brand portfolio. To develop and manage
brand hierarchy, Samsung must focuses on certain key strategies, mainly: Brand Hierarchy Audit: It is imperative for the firm to determine its current state of its
brands. It depends on the size as well as complexity of the firm which decides the way
audit must be conducted. It focuses on two aspects:
▪ Business Performance: It includes assessment of performance of various brands
within Samsung's brand portfolio. However, the firm critically determines the
same by analysing their present and future contribution.
▪ Brand Structure: It involves various touchpoints and the way customers
experience the brands of the company. It usually involves logos, advertising,
websites, collateral material and so forth..
However, this component might fail in terms of determining future contributions of a
brand. In addition to this, perception of brand structure also be different for different customers
which might alter the decision-making accuracy of the company.
 Brand Hierarchy Principles: Consistency in Brand Hierarchy is achieved through
determination of certain principles (Heding, Knudtzen and Bjerre, 2015). These
Illustration 1: Samsung's Brand Hierarchy

principles would set up a base for decisions made by Samsung about its brand. Some of
the principles are as follows:
▪ The firm is currently focusing on fewest brands that it needs to invest money in to
achieve its goals. For instance, Samsung Electronics, Samsung Techwin and
Samsung Heavy Industry.
▪ It is planning to establish a new brand only if a certain business case (with insight
of target customers as a major element) is proven and certain essential support is
confirmed.
These principles could well serve Samsung but might lack in accuracy. This is because
the investment decision might be based on the current projections and not on future business
environment which would no different than gambling for the company. Furthermore, a new
brand could also be created to generate new demands rather then just those which satisfy the
current demands of customers.
Analysis of strategies for managing equity of brands
Samsung is a world renowned brand with effective market share. There are certain brand
equity models that would help to analyse and gain a better understanding of Samsung's brand
equity management in the market. One such model is Keller's Customer-Based Brand Equity
Model. It was developed by Kevin Lane Keller and would help to critically analyse ways through
which Samsung managed to perform such efficient brand equity management. The brand which
is being used in this model to determine this is Samsung Electronics. This model is analysed
below:

(Source: Keller's Brand Equity Model, 2018) Salience: This step is about Brand Identity. Its about making the brand known to
customers and delivering the right message in the market. Samsung has been quite
successful at this step and has established its brand effectively in the market by its
impressive product quality and pricing. Samsung Electronics is one of the most
successful brands in establishing its brand identity in the market by its affordable pricing
as well as effective quality. Samsung could satisfy this stage by implementing
promotional and advertising activities to enhance familiarity of its products in the market,
such as a new Smartphone or Television series. Meaning: This stage consists of two main aspects, Performance and Imagery. Samsung
Electronics has always been consistent when it comes to developing desire in customers
regarding their products. The presentation along with the quality their products provide to
customers enhance customer loyalty and better customer relationships. Compelling
videos and product specification showcased at various exhibitions and on social media
could allow Samsung Electronics to build an effective and positive image of its products. Response: Again this stage is divided into two aspects, Judgements and Feelings of
customers. Samsung Electronics, in time, managed to develop more effective response of
customers by producing products which are at par and even better than its competitors'
products like that of Apple. To achieve this, Samsung must acquire feedbacks from
Illustration 2: Keller's Brand Equity Model

customers and effective customer relationship management techniques to develop
positive judgements and create feelings of importance among customers for their
products in comparison with their competitors.
 Resonance: The final stage requires company to build effective relationships with its
customers. The aim must be to develop such affinities that customers resist to shift their
loyalties towards another brand (Hwang and Kandampully, 2012). Samsung Electronics
has been quite successful in building such relationships by managing before, during and
after purchase services which helped them to gain customer loyalty.
TASK 3
Evaluation of how brands are managed collaboratively and in partnership both at a domestic and
global level
Brand Leveraging is a strategy applied by companies to where they use power and
potential of their existing brand name to assist the firm's entry into a unique yet related category
by effective communication of valuable information about the products to the customers. In case
of Samsung, Samsung Electronics is the most appropriate brand this strategy could be applied.
Brand Leveraging is crucial for a firm as:
 Customers are already familiar with the brand which helps them to effectively enter new
categories.
 Strong leveraging allows a company to build effective perception of their brand which
helps them to gain instant recognition in the market. Consumers tend to try leveraged
offering.
Samsung could use effective techniques for Brand Leveraging and Extension which are
discussed in brief below:
Line Extension Vertical Extension
This strategy is crucial if the firm wants to
introduce new variants like new models or
formulations in products, etc. within same
category under the brand name. Basically, in
this technique, single commodities are
modified to adapt the current market
This technique is used by firms in case it want
to seize opportunities apart from the existing
markets. In simple terms, it means stretching
the brand in new fields. Vertical extensions
could be performed by Samsung by upscaling
and downscaling.

requirement by breaking them into sub-species
(Jugenheimer, Sheehan and Kelley, 2015). For
instance, the Galaxy series of Samsung where
the firm introduces new products in different
sizes and formats and sometimes provide the
existing format with additional features.
It is advantageous for Samsung as it
would help the company in cut down its cost of
production as well as establish a loyal
customer base. However, it might result in
possible product cannibalisation and even
could cause confusion in the market.
The advantage of using this method is that
it helps the firm in offering premium version of
their existing brands to customers who are
quality conscious (Kapferer, 2012). However,
there is also a risk involved in this technique as
it might damage the brand and customers
might find the pricing unjustified.
Out of this two techniques, Samsung must continue in Line Extension as it already has
multiple segments of their products and line extensions would help the firm in extending their
market to their customers worldwide.
Samsung has multiple brands and the most crucial brand which the firm could leverage is
Samsung Electronics. This brand has a huge number of product lines and has certain strengths
and weaknesses which are discussed below:
Strengths of the brand that can be leveraged:
 The biggest strength of Samsung in leveraging its brand is that there are already
established products of the firm in the market. This would allow the firm to easily
leverage its brand as the goodwill of previous brands will be favourable for the new
brand.
 Another strength of leveraging would be that the new brands could adopt effective
marketing strategies based on the previous brands. This would allow the firm to target
their customers as the marketing strategy would be tried and tested. Brand leveraging would allow the firm to modify the designs of new products on the
basis of their old ones. This would be a great strength as customers are already familiar
with the utility of their old products.
Weaknesses of the brand that can be leveraged:

 One of the weakness would be that if the technology of the new product would be
advanced which enhances its utility, it might affect the sales of their previous brands.
This would be a major drawback of the firm. It could be suggested that the Samsung
applies technologies that provide a better insight, but at the same time be different from
their previous brands which keeps their demand intact.
 Another weakness of leveraging would be the anticipations that customers have from the
new products. If these offerings underperform in any manner, it would disrupt the brand
equity and would be ineffective for the firm in long-term. The firm must test the products
internally before launching it on the large scale. The price could be another weakness for leveraging. If the brand sets the price too high,
this would result in retaliation from the customers which won't be effective for the firm's
image. The pricing of these products must be affordable and not too high for customers
developing urge in customers to acquire it.
Collaboration and Partnership Agreements
Another way by which Samsung could leverage its brand is by opting collaboration and
partnership agreements (Yannopoulou, Moufahim and Bian, 2013). These agreements are
established by those companies who agree on mutual consent to share resources like people,
knowledge, finances, etc. Samsung could even opt for this option with a firm of different field
which would help the company to share its expertise. Such agreement would allow Samsung to
ensure sustainable future growth and expansion of experimental opportunities. One of the most
prominent examples of such partnership of Samsung at domestic level is its tie-up with NEC to
strengthen next generation portfolio which includes 5G as well (...). One of the biggest advantage
for the firm via this agreement is that it would aid the company in providing 5G related solutions
localised for each region and ensure customised services for its customers in the region. This
would aid the firm enhance its customer base effectively. Another example of such agreements
in the global level is between Samsung and Microsoft where the former agreed to relaunch
Microsoft pre-installed services in its mobile phones. The agenda of this was to enhance the
approach of Microsoft's services to maximum number of people. The goal is to give he best
services to most of the people. Another recent agreement of the company was with NEC to
explore new opportunities and bring 5G technology to maximum number of customers. Such
agreements create an effective and positive impact on both the companies under contract. This is

because they collectively provide effective benefits which enhance their popularity and brand
image.
TASK 4
Evaluation of different types of techniques for measuring and managing brand value
For any organisation, it is imperative that it measures and manages its brand value
regularly in order to determine the position of its brand in the market effectively and develop
strategies to enhance their brand value in an appropriate manner. There are various aspects that
are required to measure and manage by companies which are as follows:
Brand Value:
It refers to a specific amount that the company generates from a product due to its
recognizable name in the market. Samsung has been quite a valuable brand in recent years.
However, it is still struggling to enhance its value in comparison with its competitors like Google
and Apple. The data is mentioned below in the image.

Illustration 3: Samsung’s Brand Value Ranks 6th in the World
(Source: Samsung’s Brand Value Ranks 6th in the World, 2019)
Samsung could measure the Brand Value of their products by using various methods
mentioned below:
Cost Approach:
In this method, the current value of a business to other similar businesses by looking
upon the trade multiples. By this method, Samsung will easily come to know about the brand
value of its products (Mosley, 2014). The approach lacks behind when it comes to calculate the
value of a new product. It can only be used in case of old products. Samsung can apply this
method by adding all its costs used in doing the marketing of the product. With the help of this
the company will easily make the distinction in between the direct and indirect costs associated
with the brand and the brand value of the products of the company will be easily determined.

Samsung could manage its brand value by effectively marketing its products. The firm
could use various other methods that have never been used before like AI to market its new
brands in the market.
Brand Awareness:
It refers to the level to which the customers know about the qualities of the product.
Technique used by Apple in Managing and Measuring Brand Awareness:
Social Media Engagement:
Brand Awareness can be measured by taking a look upon the shares, likes, follows, and
mentions on the social media sites of the company (Solomon and et. al, 2014). One drawback of
this method is that for making aware to the people continuous posting on the web is must
whether the company is having something new or not. Apple can check on their social media
pages such as on twitter, Facebook, LinkedIn for measuring and managing the brand awareness
of their products. It can be done by continuously analysing the reviews, comments, likes,
dislikes, views done by the people which will give the company information about the brand
awareness of the products.
Apple can manage it brand awareness in the market by continuous innovation in its
products. And this innovation also helps in attracting other customers towards the product. The
high prices of its products can be drawback for its customers as those who cannot afford this
price will not be able to buy it.
Market Share:
It refers to the portion or part of the market that a company is holding on. Technique used
by Samsung in Measuring and Managing Market Share:
Key Performance Indicator:
This technique provides actionable information as the data collected by the use of this
technique is always measurable and quantifiable. This help in checking continuously about the
market opportunities for Samsung in order to capture more market share (Qian, 2014). Managing
of market share can be done by taking suitable steps in order to capture more market share. Also
setting up performance targets is a disadvantage in case the set targets are not achieved. This

technique will help both in managing and measuring the market share of Samsung. Samsung can
apply it in the company by translating the vision into measurable operational goals in different
departments which are then transferred to employees, and through this the performance of every
employee can be noticed by the company. In this way it can be applied in the working of
Samsung.
Customer Attitudes:
It includes the behavioural intentions, feelings, beliefs of customers towards a particular
product of the company. Technique used in Measuring and Managing Customer Attitudes:
Customer Surveys:
Customer Surveys are done in order to identify the level of satisfaction of the customers
regarding the product. LG can check the level of satisfaction of the customers through customer
surveys, and if the customers are not satisfied from the product than the reasons can be collected
and changes in the product can be made according to the desires of the customers (Rageh, Ismail
and Spinelli, 2012). In this way, it helps in managing and measuring the customer attitudes
regarding the products of LG. Some people do not like to complete the surveys and some fill
them without giving proper answers which may lead to the failure of customer surveys. LG can
make use of Questionnaire while conducting surveys and can put those questions in the
Questionnaire which are helpful and provides the right information in getting known with the
customers attitudes towards the product of company.
Purchasing Intent:
The willingness of the customer to buy a particular product or not is called purchase
intention. Technique used by Panasonic in Measuring and Managing Purchase Intent of
customers:
The Funnel Model:
The focus of this model is on identifying the purchasing behaviour of the customers and
determining whether there is a relation between price and the purchase intent of the customers
(Santos-Vijande and et. al., 2013). This is the easiest way by which Panasonic can identify the
purchasing behaviour of customers by asking them to choose the brand they would like to
purchase. One limitation to this model is that sometimes the brand that the customer wants to
select may not be in the choices made available to them and they have to select another to which

they do not prefer or less prefer. Panasonic can apply this model by tracking on the behaviour of
the customers which will provide the company with the purchase intent of the customers and on
that basis the prices their products can also be set up. The process how funnel model can be
applied in company for knowing purchase intent is discussed as under:
Awareness: Panasonic can drive potential customers towards their product by marketing
campaigns and consumer research.
Interest: After that in the next stage the customers learn about the company, it products, and
information which they find useful to change their purchase decision.
Consideration: In this stage, the marketers of the company provides more information to the
customers by case studies, free trails, to the prospective customers.
Intent: During the demo of the product, the intent to purchase is created in the minds of the
customer by explaining them that why they should buy the product.
Evaluation: In this stage the potential buyers will make decision whether to buy or not the
product of Panasonic Company.
Purchase: At last, the customers make the purchase of the product of Panasonic.
CONCLUSION
Thus, it is concluded that Brand Management is very crucial for companies in order to
ensure effective image in the market and enhance brand equity. It is crucial for a company to
effectively manage their brand equity overtime to succeed in the tough environment. Aaker's
Brand Equity Model could be effectively used to manage brand equity. Along with this,
Customer-Based Brand Equity Model also effectively helps in aiding the purpose. Brand
Leveraging is very important and could be very beneficial for companies who want to enter in
new markets or adopt line extension strategies. Lastly, techniques must effectively be used to
measure brand value, brand awareness, market share, consumer attitudes and purchasing intent.

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