Brand Management: Importance, Strategies, and Success

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1.......................................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice. ..................................................................................................................................4
P2 Analyse the key components of a successful brand strategy for building and managing brand
equity.....................................................................................................................................................5
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts. .............................................................................................................6
M2 Apply appropriate and validated examples within an organizational context................................6
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organizational context.......................................6
TASK 2.......................................................................................................................................................7
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management ..........................................................................................................................................7
M3 Critically analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks........................................................................................................12
TASK 3.....................................................................................................................................................12
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level..........................................................................................................................................12
M4 Critically evaluate the use of different techniques used to leverage and extend brands...............14
TASK 4.....................................................................................................................................................14
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organizational examples......................................................................................................................14
M5 Critically evaluate application of techniques for measuring and managing brand value in relation
to developing a strong and enduring brand. .......................................................................................16
CONCLUSION........................................................................................................................................17
REFERENCES.........................................................................................................................................18

INTRODUCTION
Brand management is the function of the marketing which uses different techniques in order to
increase the perceived value of the product or the brand which it is offering in the market. An effective
management of brand also enables the product price to go up and build the loyal customers through its
positive brand association and the images. Branding is mainly the practice of marketing through which
the company indulges in symbol, name or design which is easily identifiable in the whole market. It is
important as on one hand it makes the memorable impression in the minds of the consumers and on
other side it helps the customers to know what to expect from the organization (Greco and Polli, 2020).
It distinguishing the company from its competitors and clarifies what makes the firm a better choice.
The organization chosen for this report is Cadbury, a multinational organization established in 1824
and headquartered in Birmingham, England. This report shall deal with how brands are built and
managed, how brands are organized in the portfolio and how brands are extended domestically and
internationally over the time. Further it will cover different techniques for managing and measuring the
brand value.