Brand Management: Strategies, Portfolio Management, and Brand Equity

This document provides a comprehensive guide to brand management, covering strategies, portfolio management, and brand equity. It explores the importance of branding and how it can help companies gain a competitive advantage. The document also discusses different strategies for managing brand portfolios, examines the concept of brand equity, and provides insights into brand hierarchy. Additionally, it offers techniques for evaluating and managing brand values.

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK1.............................................................................................................................................3
INTRODUCTION :....................................................................................................................3
MAIN BODY .............................................................................................................................3
CONCLUSION...........................................................................................................................4
TASK2.............................................................................................................................................5
P3 Examine different strategies of portfolio managent, brand hierarchy and brand equity
management................................................................................................................................5
TASK3.............................................................................................................................................7
P4 Critically examine the brand in order to managed collaboratively and partnership both are
at domestic and global level. ......................................................................................................7
TASK4...........................................................................................................................................10
P5 Assess the various types of techniques for evaluating and managing the brand values......10
CONCLUSION..............................................................................................................................11
REFERENCE.................................................................................................................................13

INTRODUCTION
Brand management is considered as a process that aids company in maintaining and
developing good image of company across world. It has been found that it improves the loyalty
of consumers towards brand (Greco and Polli, 2020). The following report is based on marks and
Spencer, which is a multinational grocery retailer. On the other hand the initial section of report
is carried out on Dyson group PLC. In this discussion about brand portfolio, extension and
leverages is carried out. At the end, it focusses on management of brand values of firm.
TASK1
Brand is power
To: BOD of “Dyson Group Ltd”
From: marketing manager
Date : November 12, 2020,
Subject :Brand is power
INTRODUCTION :
Brand is a term, design or attribute that is created in order to identify specific brand at
marketplace. It has been found that these kind of practices are opted by various companies for
marking and advertising products in unique manner. Brand equity defines the values of that is
created by an entity by providing something unique at marketplace (King, 2017). In which they
use logo, symbols, tag lines to create awareness. As well as it allows company to gain
competitive advantage. For example initially company target peoples on the basis of some
criteria, then identification of competitors is carried out. In third step development of values is
done for analysing the uniqueness. In the last making process is start for promoting goods
&services.
MAIN BODY
In relevance to Dyson Group, they posses a very good brand equity as they considered as one of
the important clients of high level impression Ltd. The company offers good quality products to
high level impressions (Kapferer and et.al., 2017). The GD was founded by Sir James Dyson in
1991. it has a various store across globally as well as shopping malls. So with the help of
developing or enhancing the brand equity they use marketing tool which is further explained by

Aaker's brand equity model:
brand awareness : It is the primal component of model which h represents the intensity of
recognition of brand at marketplace. In relevance to selected company they posses a huge
popularity as they updated about new technologies in home appliances. Their clients are also
proof of company awareness.
Brand loyalty: In this company analyse how consumers are loyal towards their products or
consumer base. In relevance to given company, they posses a strong consumer base. This
ensures the company carries creativity with their operations. This assist them in analysing the
needs and demands of consumers.
Perceived quality:- It tends to level of expectation that end uses received from consuming
product. From this company will able to find expectation and preferences of buyers and can
improve their weak points (Balmer and Chen, 2017). In context of given firm they introduced
innovative products in order to full fill the requirements of clients.
Brand association: It is something that is related with the the mind of end users. BA are the
traits of firm which comes in mind when they thinks about goods. In context of Dyson Group
they makes a string image in mind of peoples about their brand. With the help of this , it is easy
to utilise strategies in effective way.
CONCLUSION
So from above analysis it has been seen that marketing is an intrinsic part of business unit
which needs deep understanding and research. For the successful execution of strategies, it is
important to address the concept of branding. As it allows company to make differential
product from other brands or company. Along with it, a model is also discussed which gives
benefits to company for making brand more valuable in terms of development and growth at
marketplace.

TASK2
P3 Examine different strategies of portfolio managent, brand hierarchy and brand equity
management.
Brand portfolio means collection of brand which are managed by company. In relevance
to large organisation, they operate its business at global level as well as posses various brand,
service firms and for managing all these , company use brand portfolio.
Portfolio management:
It can be defied as a process which is used by management team of company for
determining strength, weakness, opportunity and threats for carry out all activities at a single
time (Baumgarth, 2018). In context of given firm, it tends to management of cash outflow with
respect to bond, mutuals funds shares etc. in order to engage the portfolio management company
allots its all funds to them by addressing all brands and their roles so that they will able to mange
their all brands by vertical and horizontal expansion.
Additionally, company ply so many strategies for their brand expansion and brand equity
like adding new components, features, attributes, or by introducing similar product differ frm
parent product. in which there are two types of portfolio strategies and that are mentioned below:
Brand of house: Here company itself acts as brand name along with several brands.
Which cannot be copied by any other company or brand. This will helps company in making
strong brand image at market place so that individuals will easily recognised and memorised. In
which the given firm is a retailer company of grocery product which serves their products in
clothing, households products etc. and for this they use various strategies for creating awareness
about product (Piehler, Schade and Burmann, 2019). They use logo of their company, that
creates good impression in front of buyers.
House of brand- It is differ from brand of house. In this there are various sub brands
apart from main brand. For example shower gel set, luxury body treats, body wash, soap,
detergent etc. are the product series of Marks and Spencer company.
From above discussion it has been found that the given firm can use brand of house in order to
launch new products like luxury body soap series.
Brand Hierarchy:

It tends to sum up of all brand strategies by collecting product who posses similarities
and difference. It is important for company to create some difference in products so that
consumers will recognised easily.
Corporate brand: It is at top level of brand hierarchy that is the main brand in which the
marks and Spencer is well recognised for its linen clothes.
Family brand : It is the next level of this hierarchy. It is also known as range of brand
and umbrella brand. It is because it contain several products under a single brand. In context of
M&S, they serves in clothing, households products etc. are the part of given company (Iyer,
Davari and Paswan, 2018).
Individual brand : It is linked with a single categories of product. It does not mean it
carry only a single product. Even it consist multiple products but differ in features, colours and
variety. Foe example there are so many varieties of linen clothes.
Modifier:- It is the last level of brand hierarchy. In which it holds several products like
clothes, soaps, food items and so on and their version too. All theses possess some different
quality and that helps consumer.
Strategies of brand equity management:
Brand equity is an expression of marketing that repre4sents brand values and its
importance. For this company use logo, symbol and other identity so that consumer will
recognised easily. It is very important for company because if the review about brand equity is
positive then it will be more known by buyers and competitors (Abrahams, 2016). Additionally
in order to build brand image company use equity model which consist four steps, that are
mentioned below:
Brand identity: It tends to info and message that consumer get about products. M&S use
tag lines, symbol for brand identity. So that buyer will familiar towards their goods.
Brand meaning: It is related with purpose on that consumer will received satisfaction
after purchasing. This will increase sales and profit of company. M&S posses ability to create
awareness in buyers as they are well known at marketplace.
Brand response: it is liked with the quality of product. For instance firm offer high
quality product at reasonable cost then people will feel happy after purchasing that. If it happens
that they will give positive response and that is beneficial for firm.

Brand resonance: It is related with the satisfaction level of consumer and their loyalty
towards brand (Mills, Pitt and Ferguson, 2019). As the competition level is very high along with
substitution that influence people for switching. M&S needs to offer good quality products for
maintaining position at marketplace.
TASK3
P4 Critically examine the brand in order to managed collaboratively and partnership both are at
domestic and global level.
Brand Leverages
Organisation developing new marketing strategy and effectively adapted due to gaining
competitive advantages and attaining organisation goal of company. These stare refers to which
organisation implemented in order to existing brand name easily converted which result as new
brand but they come under similar product category. In reference Marks & Spencer, it is one of
the leading brand across globe so they using these strategy in order to attract more customers. It
deals in wide range of product and services such as product, clothing and food item so launched
a new product within similar category. They are build strong relationship with customer because
they set brand image in the mind of customers. It involves they provides full details of product
and services because developing positive image and gives full detail of product such as traits,
image and features with the help of these enhancing goodwill at marketplace (Amegbe, 2016).
In reference of organisation, they launches a new product for customers and accepting these
because they provides good quality so increased trust towards the brands. It involves
organisation provides good quality image so automatically customers developing brand loyalty
towards the brands. These kind of strategies most of the organisation utilized because it helps to
increasing sales revenue and profitability of company. Organisation produced brands under these
strategies which is most viable brand so organisation incurred very less cost because product
launches in market and company have not spending so much amount on promoting and
advertising of product and services. The organisation using effective distribution network so
easily reached to potential customers under new product category (Balmer, 2017).
Line extension Brand extension
 It is process which refers to when
organisation launches new brand under
 It is another category which are slightly
different from first strategy so

the same product category within the
similar brand. Companies presenting
the new brand in front of the customers
in order to added new flavour, size,
packaging, colour and many more. It
includes product developing new
products under same brand name so it
also known as line extension and it is
minor differences between the existing
product line.
 Organisation utilized these strategies in
effective manner because they easily
identified needs and demands of
customer accordingly improved
product and services in order to
modifying products and services such
as flavour, colour, ingredients and taste.
 In reference of Marks and Spencer
which is one of leading supermarket
chain so they offered wide range of
product and services so makes line
extension which knows as launches
new product under similar product
category. Organisation analysed
external environment in order to assist
technologies and feature are changes.
organisation utilised these strategy in
order to promotes product and services
under same brand name but in different
product category (Balmer, 2017).
 The main aim of these strategy because
organisation developing product with
the same brand name but different
product category because it increasing
customer segment which relates to
customer interest and brand visibility.
 Organisation conducting market
research because they know about the
customer taste, preference and market
trends.
Strength of Brand Leverage
These strategy is important for an organisation because they effectively implemented in
order to manufacturing new products and services so used the both strategy which name is line
extension and brand extension (Bidmon, 2017). The main purpose of these strategy when

organisation established because with the help of these strategy organisation incurred less cost in
promotion activity because company easily aware about brands so launches new product under
same brand name. In context of Marks & Spencer, effectively adapting these strategy because
they increasing profitability of company. It is one of leading company which also known as
fashion industry and dealing in high quality of goods and services so easily developing brand
image at marketplace so it is strength and accordingly making line extension strategy.
Weaknesses of Brand leverages and suggestion which helps to improve them. There are
ample numbers of factors which affect brand leverages so which are discuss below.
Theses pricing strategy is the weak factor because Marks & Spencer was planning to
launch new product so their price was very high on the basis of customer expectations due to
organisation focusing increasing sales revenue. When organisation faces so many competition at
marketplace so organisation has difficulty to developing brand extension. In context of Marks &
Spencer has provides good quality products because they included extra feature and traits in
order to gaining competitive advantages (Dechawatanapaisal, 2018).
Suggestions for improvement
There are ample number of marketing strategies which organisation effectively using in
order to some of pricing strategy which are useful for both company and consumer. These cane
be achieved on the basis of analysed customer needs and wants and accordingly offered the
products and services to customers. Another perspective refers to Marks & Spencer conducting
market research in order to analysed market condition and environment which refers to
developing innovative technology and features which build different kind of products according
to the demanded by customers. Organisation improving pricing strategy because they easily
achieving goal and objective of company on that basis satisfy the needs and wants of customers.
Collaboratives and partnerships agreements
These is process which refers to organisation developing relationship with two or more
companies because these methods helps to expand their business operations easily. Brand
development is tool or techniques which helps to spreading business on another country so
accordingly developing in different ways. When organisation company and industry using
collaborative agreements so organisation followed different procedure but there has no
requirement of assets and resources but that country provides all kind of facility such as
resources, agreement and also sharing essential assets for the businesses under these agreement

or relationship. In reference of organisation, has also developing these agreement in order to
enhancing their brand image or goodwill of company (Jacobson, 2020).
TASK4
P5 Assess the various types of techniques for evaluating and managing the brand values.
The image that a specific product posses at marketplace is known as brand value. For an
organisation it is very crucial to maintain and increase the image of goods as it directly affects
the sales and profit of company. For this an evaluation need to be carried out, by taking reviews
and values of loyal consumers, it is easily possible. Along with this there are various approaches
and models too that can used company for measuring the values of product at marketplace. In
context of chosen firm, some of the following techniques are discussed below:
Brand value:
Brand values is a part of brand management which need to be maintained by company for
increasing the sales and profit of company . In context of Marks and Spencer, it has been found
their products are very well known at marketplace which proves that they have a good image or
values of product at marketplace (Couto and Ferreira, 2017)(. By adopting new technologies and
innovation to meet the demands of consumers, they are able to maintained their position as well
as by producing good quality premium products in order to combat with other competitors of
market.
Survey: With the help of this survey process it is easy to asses the image or value of
brand at marketplace. Such as consume are fully satisfied or not by consuming product. If they
will satisfied then they will buy that product again that aids company in increasing the image of
products for example Marks and Spencer is a retailer company of grocery products like
performs, body wash, clothes etc. which have a good image of brand in market.
Brand awareness:
It is a marketing term that express the degree of buyers recognition of products by its
name. It is very important for company to create awarenesses about product or brand. With the
help of using some tools and techniques such as brand logo, picture, advertisements channels and
many mores. In context of given firm, the use logo of company to their all products in order to
create awareness and for promotions of services or products Chernev, 2020). For which company
can use SEO, digital media and so on techniques to measure evaluate the brand awareness.

Social media: by using social media company can create brand awareness in peoples as
well as can carry out their promotional activities for the same. In context of given firm they uses
several modes of promotion like Facebook, twitter etc.
Consumer attitude-
For increasing sales and profit of company, consumers plays a vital role in that. It
involves lifestyle, beliefs, status, behaviour and decision of consumers (Powell, 2017). The
attitude of buyers can be positive or negative that depends on their behaviour, perception and on
satisfaction level. In which there are various modes to assess the behaviour of consumers that are
market research, survey and so on.
Market research: - With the help of market research, M&S can analyse the requirements
of end users like their preferences, trends demands etc.
Market shares-
It trends to margin of profit and sales that a company earned in a specific period of time.
Market shares means the shares of market that a company posses. In relevance to M&S they are
adopting new technologies and innovation for increasing the market shares of company. This is
because the competition at marketplace is very strong due to other company like Tesco of same
industry and many more that acts as barrier for company. In order to eliminate all these barriers
they have to adopt advancement of technologies. For this firm uses various approaches like key
performance objective, innovation and so on.
Innovation : Marks and Spencer possess opportunity to to enhance its market shares by
opting innovation and creation in its products. By launching products according to the
requirements of consumers, so that they will get full satisfaction.
Purchasing intent:
It refers to willingness and potentiality of buyers with regards to product or service
(Leitch and Merlot, 2018). Company use predictive modelling to examine the future outcome
that are based on histogram data. In relevance to marks and Spencer, they use funnel intent, in
order to manage its purchasing intent.
CONCLUSION
From above discussed report it has been analysed that brand management plays an
important role in a business unit as it assist managers in creating brand awareness, loyalty, image
and so on. And this is ultimately helps company in increasing sales and profit margin of

company. And with the help of Aakar brand equity models company is able to get the advantage.
Along with it it has been found that company cannot expand its business without understanding
the concepts of branding.

REFERENCE
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