Importance of Brand Portfolio Management, Brand Hierarchy and Brand Management

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Significance of branding.........................................................................................................3
Level 1- brand identity.....................................................................................................................5
P2, M2 Key components of brand strategy .................................................................................7
TASK 2............................................................................................................................................9
Analysis different strategies of portfolio management, brand hierarchy and brand management
......................................................................................................................................................9
TASK 3..........................................................................................................................................13
P4 Collaboration and partnership of Samsung with others........................................................13
Task 4.............................................................................................................................................15
P5, M5 critically evaluates differents types of techniques for measuring and managing brand
value...........................................................................................................................................15
CONCLUSION .............................................................................................................................17
REFERENCES..............................................................................................................................19

INTRODUCTION
Brand management can be defined as functions of marketing which are used as
tools for enhancing core value of products line. In simple word, brand management is
the procedure of building, maintaining and developing a brand. It is important tool of the
marketing because it initially analyses positioning of the brand in the market. It
introduces plans for improving brand value. If brand already possess an objective, in
that state management organized plan and introduces various strategies continuously,
so that brand achieves own objective. There is an example of the Samsung Company
which uses brand management as marketing tool. It is South Korean multinational
conglomerate company which is headquartered in Samsung Town, Seoul. This
organization offers worldwide services to customers. Samsung offers wide variety
products i.e. apparel, automotive, electronics, medical components etc. and services i.e.
advertisement, construction, medical care, communicational technology etc. The net
income of the organization is US$37.1 billion while revenue approximately US$208.5
billion (Samsung Electronics' revenue by quarter from 2011 to 2019 (in trillion KRW /
billion U.S. Dollars)*, 2019). This report covers significance of branding as marketing
tool. It includes key components of successful brand strategy for building and managing
brand equity.
TASK 1
P1 Significance of branding
Importance of the branding
Branding refers as marketing practices that company uses for creating a name,
logo which can determine as belonging of the business. It supports to recognize
products and services and differentiates products from other competitive products and
services. It is crucial not only for influencing brand value but also permits customers for
expecting advance quality in the brand from the organization.
Branding as marketing tool
It is an effective way of differentiating brand name from other competitive brand
and helps organization by offering effective strategy which makes brand best in global
market. Branding plays vital role in the business because it guides organization how to

get identification and becomes popular for the consumers. Here, logo is essential factor
of branding because it gives shape of the company.
Advantage: Marketing tool helps brand to emerge into business practices
because it generates future business and builds brand name. That improves
commercial value by offering more leverage to organization in the industry. Therefore,
branding is important for the business growth.
Bonding: Initially branding builds brand name and establishes brand value.
When brand name is established well-formed and becomes familiar for each customer,
in that state branding generates new customers.
Presence: Strong branding of company boosts employee confidence and
improves their pride as result comes satisfaction from the job and company (Piehler,
Grace and Burmann, 2018). High standard strategic branding supports organization for
building trust among customers and to reach potential customers and client which can
give sustainable growth in the business. In simple term it supports to create trust on the
company within market.
Relevance: Advertisement an important part of the branding because
commercialism techniques gives reflect to brand and express desirable portrait in the
market. Commercialism techniques like promotion techniques which promotes product
or company popularity. These techniques create trust on brand and attracts different
type of customers for purchasing products or services.
Performance: Branding techniques provides impression of the company or
products expertness and makes customer feel as they can belief on the organization,
products. Product services which offers by organization in this way that handles own
business position in competitive market. Thus, marketing tools are emerged in business
practices.
M1 Brand Management Model
Keller's model can use for understanding that how brands are managed
successfully over the time. Keller's model also known as Keller's brand equity model. It
supports Samsung to build image of brands in customer minds and helps to implement
strategies for continuous alleviating business over the time. The main goal of model to
build team which enhance brand equity of a company. Samsung applies this model for