Report on Significance of Branding - Nike and Adidas

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P.1. The importance of branding as a marketing tool and why it has emerged in business
practice........................................................................................................................................1
P.2. The key components of successful brand strategy for building and managing brand equity
.....................................................................................................................................................3
TASK 2............................................................................................................................................5
P.3. The different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................5
TASK 3............................................................................................................................................7
P.4. How brand are managed collaboratively and in partnership both at domestic and global
level.............................................................................................................................................7
TASK 4............................................................................................................................................9
P.4. The different types if techniques for measuring and managing brand value image............9

INTRODUCTION
In this documentation, we will discuss about to effective strategy for brand management
in the business in more effective manner. Moreover, this reports review about significance of
branding as a marketing tools in the business by which Nike and Adidas both business can
increase their brand value in more effective manner as well. Furthermore, assessment if different
strategy for effective brand portfolio management in both the corporations in domestic and
global level. We will also discuss about to how to collaborative and partnership approach can be
used in order to sufficient brand equity management at a global and domestic level in the market.
We will also examine the several kinds of mechanism for measuring and managing brand value
in Nike and Adidas both companies.
TASK 1
P.1. The importance of branding as a marketing tool and why it has emerged in business practice What is brand: It could be said that a brand is a logo, symbol, name and word of a
company which is used for differentiate a company's product and services from other
companies in the market (Abrahams, 2016). This is a symbolic instrument in which
several kinds of factors involved in order to become a popular brand among the people. Why it is important: Various kinds of elements are included in a brad value by which a
brand become more popular in the market effectively. This is important because of brand
not only create loyalty among the customers but also help in create employee loyalty and
faith towards the company to work preferably in their chosen brad in the market. This
will also help to accomplishment of organisational goals and objectives efficiently. Brand equity: Brand equity is most necessary terms to make a brand in premium quality
which generate from company's existing product and services with its specific
identification name and symbol (Arai, Ko and Ross, 2014). It is essential when a
company brand value compare to other brand in the industry to check out their popularity
and premium ness in the market as well. Nike company also crate their brand equity at
wide level by providing quality of product and services.
Importance of branding as a marketing tool: Customer loyalty: It is a marketing tool which can be used for Nike Company to make
their customer more loyal towards their existing product and services effectively. The
Company want to modify their brand at that level in which they can raise their market
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share more efficiently (Ashworth and Kavaratzis, eds., 2010). Nike provides the quality
of product and services by which they create effective bran equity on customer mind and
the customer can easily trust on the product and services provided by Nike firm. Consumer pay for image: Nike always make effort in order to create brand premium
more efficient and also implement strategy by which they can become more popular in
the manufacturing industry as well. Consumer always pay for brand image because they
prefer to utilisation of quality of products and services. This term also apply on the Nike
as well because of consumer always pay for particular image of a brand. They don't
attract on other same products which is providing by competitors of Nike. You become well-known: Brand as a marketing tool help to become Nike Company more
popular in the market. With the help of brand equity of Nike, the company will be able to
become well-known in the industry (Balmer, 2012). Nike implements some effective
strategies on the business so that customer get more attracted on company's product and
services. Nowadays, Nike is a most popular brand around the world and its brand name is
also enough to attract people to purchase their product and services. This will help to
enhance company's sales and productivity effectively.
M.1. How brands are managed successfully over times using theories, models and concepts The branding theory: This theory help the Company to manage a specific company's
brand values and equity in the market effectively. In the terms of theory, it furnishes the
value in which a brand is selected and approach to manage their standard in the market
efficiently. This approaches provide promotional activities by which a company can get
more brand values in the industry and efficient response from their customer as well.
Nike Company try to create positive relationship with their all loyal customers so that
they will help to raise productivity and market shares of the company effectively.
 The value based theory: This approach define about to the value by which they can
generate long term customer loyalty to a particular brand in the market. Every brand need
to promote their brand value at the highest level so that company will be able to serve
their existing product and services more effectively (Barrow and Mosley, 2011).
Customer faith and loyalty is a backbone of a success of a brand in more effective
manner. Nike need to increase their value by furnishing their existing sports shoes and
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