Brand Management Strategies

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction..................................................................................................................................1
Main body....................................................................................................................................2
Conclusion...................................................................................................................................5
TASK 2............................................................................................................................................6
P3) Different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................6
M3) Critically analyse portfolio management, brand hierarchy and brand equity management
by using theories, models and frameworks..................................................................................7
TASK 3............................................................................................................................................7
P4 Evaluating brand management collaboratively and in partnership both in domestic and
global level...................................................................................................................................8
TASK 4............................................................................................................................................2
P5................................................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Brand management is continuous procedure which comprises consistency maintenance
around the brand addition to delivering values that are hold by entity for the purpose of forging
positive associations among with audiences of company. It is a marketing function within which
various techniques are applied for enhancing perceived values of commodities over time. With
the help of it, managers builds devoted customers and takes organisational discipline, self
reflection together with focus for creating a brand which is most preferred by customers over
rivals (Abrahams, 2016). The present assessment is prepared by considering two entities that are
Optimum Impression Ltd and Arcadia Group. As per scenario, first task is related to Optimum
Impression Ltd that has its registered head-office in West Yorkshire, UK. The remaining tasks
are concerned with Arcadia Group that is retailing business having headquarters in city of
London, UK. The report includes information about building as well as managing brand over
time. Further, it covers brand portfolio along with hierarchy management, brand extension and
leverage, measuring and managing value of brand.
TASK 1
Article title: Brand is Power
To: Top management of ‘Optimum Impression Ltd’
From: Marketing department
Date: February 29, 2019
Subject: Brand is Power
Introduction
Brand is define as a name, symbol, term or other feature which helps audiences to
identify products of one seller as different from that of other sellers (Annie Jin, 2012). It is said
to the identifying symbol, sentence, slogan, mark or logo which is used by businesses for
differentiating own products from the rival companies. Brand equity is defined as additional
value that is received by a commodity through high brand awareness level along with well
known brand reputation. The awareness, loyalty and perception of market audiences towards
the company is brand equity. Successful brand building procedure plays essential role in
establishing strong connection with customers and creating loyalty to make company
prosperous. In case when a business has desire to build wealthy brand then it is mandatory to
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