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Brand Management - Optimum Impressions Ltd Assignment

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Added on  2021-01-02

Brand Management - Optimum Impressions Ltd Assignment

   Added on 2021-01-02

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Brand Management
Brand Management - Optimum Impressions Ltd Assignment_1
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Table of ContentsINTRODUCTION...........................................................................................................................41.Introduction..............................................................................................................................42. Main Body .............................................................................................................................6TASK 2............................................................................................................................................71. Costa Coffee's brand portfolio strategy...................................................................................72. Hierarchy management of brands within organisations portfolio...........................................83. Strategies used for managing the equity of the brand within Costa Coffee's portfolio...........9TASK 3..........................................................................................................................................101. Strength of a brand that can be leveraged ............................................................................102. Weaknesses that may need attention providing some possible suggestions.........................103. Collaborative and partnership agreements............................................................................11TASK 4..........................................................................................................................................11Different types of techniques for measuring and managing brand value..................................11REFERENCES..............................................................................................................................14
Brand Management - Optimum Impressions Ltd Assignment_3
INTRODUCTIONManagement of Brand is very essential for the organisations in order to compete thiscomplex dynamic business environment. It is a series of techniques used to increase theperceived value of a product or a service (Arai, Ko andRoss, 2014). Effective brand managementassist the company to attract large number of customers by offering them higher quality ofproducts. Branding can increase loyalty of consumers towards company's offerings. The presentreport is about Optimum Impressions Ltd, which is an advertising company. Report will includearticle on how brands are managed successfully over time using Keller's Brand Equity Model.Along with for the rest of the company which is considered is Costa Coffee. It is a multinationalcoffee house found by Bruno Costa and Sergie Costa in 1971. It discusses brand portfolio,extensions and leverage in context for the company. At last report will focus on howorganisations measure and manage brand value over time.TASK 1Article : Brand is PowerTo - Board of Directors of ‘Optimum Impression Ltd’From - Marketing manager Date - February 16 ,2019Subject - Brand is Power1.IntroductionOptimum Impressions Ltd is a private limited advertising company conducting businessall over UK. Marketing director of the respective company had prepared an article which helpscompany ion producing a new marketing brochure.Brand- It is the unique product or a service offered by the company with high attractivefeatures, symbols or designs in order to attract customers towards its products. Brand is anoverall experience of a customer that distinguishes organisations product with those fromcompetitors.Brand Equity- It is the commercial value which is derived from the consumer perception ofthe brand name of a specific product or a service. In general it is the combination of brandawareness, loyalty, associations and perceived quality among customers (BuilDe Chernatony
Brand Management - Optimum Impressions Ltd Assignment_4

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