logo

Brand Management INTROUCTION 3 TASK 13 a) Building and managing brand portfolio and Hierarchy management 5 TASK 13 a) Building and managing brand over time 3 TASK 13 b) Brand Portfolio and Hierarchy m

   

Added on  2020-10-22

16 Pages5227 Words373 Views
Brand Management
Brand Management INTROUCTION 3 TASK 13 a) Building and managing brand portfolio and Hierarchy management 5 TASK 13 a) Building and managing brand over time 3 TASK 13 b) Brand Portfolio and Hierarchy m_1
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1 ...........................................................................................................................................3a) Building and managing brand over time............................................................................3TASK 2 ...........................................................................................................................................5b) Brand Portfolio and Hierarchy management......................................................................5(a) PORTFOLIO MANGEMENT..........................................................................................5(b) BRAND HIERARCHY....................................................................................................1(c) MANAGING BRAND EQUITY......................................................................................1TASK 3............................................................................................................................................2c) Brand extension and leverage.............................................................................................2(a) Strengths of the brand that can be leveraged....................................................................3(b) Weaknesses that may need attention providing some possible suggestions.....................4(c) Collaborative and partnership agreement.........................................................................4TASK 4............................................................................................................................................5d) Different types of techniques used to measure and manage brand value and others.........5CONCLUSION................................................................................................................................7.........................................................................................................................................7REFERENCES................................................................................................................................8
Brand Management INTROUCTION 3 TASK 13 a) Building and managing brand portfolio and Hierarchy management 5 TASK 13 a) Building and managing brand over time 3 TASK 13 b) Brand Portfolio and Hierarchy m_2
INTRODUCTIONBrand management is an analysis and planning on how a brand is perceived into themarket. Developing a good relationship with the target market is essential for the managementof brand. In the current scenario, brand management has become critical and logical to continuethe profitability for the business (Santos-Vijande and et.al 2013). This report will be carried onthree companies namely Nestle, which is the international leading food and drink companyheadquartered in Vevey, Switzerland. Nestle holds different products like Nespresso, Nescafe,Kit Kat, Smarties, Vittel etc., Pepsi. Co, which is the American multinational food, snack andbeverage corporation which is headquartered in Harrison, New York. Especially, task 1 is based on Optimum Impression Limited, which is an advertisingcompany headquartered in Leeds, who basically gives business solution for advertising contextto their clients. This company has interest in manufacturing, marketing and distribution of grainbased snacks food, beverages and other products. The third company is Starbucks, which is anAmerican coffee company and coffee house, which is headquartered in Seattle, Washington in1971. This report will be carried on brand portfolio and hierarchy management along with thebrand extension & leverage. Also, the report will put its focus on evaluating the techniques formeasuring and managing the brand value, awareness, consumer attitudes etc. TASK 1 a) Building and managing brand over timeBRAND IS POWERINTRODUCTIONBrand is visualisation of sign, design, symbol or combination of all these factors whichhelps to make unique identity of a product and makes different from its competitors in industry.With the help of brand, there is achievement of level of credibility, satisfaction and qualityaspects to consumers (Balmer, 2012). Trade mark is legal identity of organisation in businessenvironment, which gives impact on sales and revenues of association. Brand equity is marketing technique which helps to describe brand value oforganisation. This refers to premium value which organisation has achieved with good qualityproduct and services. Brand equity can be created with achieve with recognisable and providingproduct and services of superior quality.
Brand Management INTROUCTION 3 TASK 13 a) Building and managing brand portfolio and Hierarchy management 5 TASK 13 a) Building and managing brand over time 3 TASK 13 b) Brand Portfolio and Hierarchy m_3
Benefits of branding are as under-Customer satisfaction is one of the important aspect which can be achieved with the helpof branding of product and services. Customer loyalty can be achieved with branding as consumer are ready to purchaseproduct or avail services under brand image.With branding of product and services, there is confidence for people who are availingservices or using some product. Hence people gets inspired to purchase product andsales of associations gets improved. Stages of building a successful brandThere are six major steps which has to be considered by managers of organisation tomake brand successful in industry (6 Simple Steps For A Successful Brand Building Process,2018). They are discussed as under-Firstly, there is requirement of targeting audience. This is step in which managers oforganisation has to analyse target consumers and meet their needs. After it, mission off brand has to be communicated (Annie Jin, 2012). This assist inproviding confidence to consumers and they prefer to avail services.After it, analysis is done in order to identify competitors. As there are many competitorsof association which affects sales profits of organisation. After analysing competitors, it is responsibility of managers to plan actions throughwhich they can make their products and services unique from others. In next step, there should some brand guidelines such as logo, colour combination, tag-line, etc. for making product and services different from others. At last, there is requirement of marketing of brand which makes it different from othersand people are aware about product and services of association. Role of the marketing department in creating brand equityMarketing department plays, crucial role in developing brand image in industry thesedays marketing of product and services is done with different sources such as social mediaplatform which helps to market new arrivals of organisation. This helps to improve brand imagein industry. Marketing department mainly works to provide information related to new productand services to consumers. Hence there must be use of proper marketing channels which areappropriate and relevant for attracting consumers and making unique image as comparison to
Brand Management INTROUCTION 3 TASK 13 a) Building and managing brand portfolio and Hierarchy management 5 TASK 13 a) Building and managing brand over time 3 TASK 13 b) Brand Portfolio and Hierarchy m_4

End of preview

Want to access all the pages? Upload your documents or become a member.

Related Documents
Brand management assignment - Nestle
|15
|5084
|153

BRAND MANAGEMENT INTRODUCTION
|17
|4833
|214

Brand Management: Building, Leveraging, and Merging Brands
|12
|3990
|30

Brand Management Assignment - Optimum Impression Ltd
|21
|6983
|226

Brand Management: Assignment
|16
|4124
|29

Building and Managing Brand
|16
|5487
|230