Brand Management: Building, Leveraging, and Merging Brands

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1...................................................................................................................................1
Understanding that how a brand is build...............................................................................1
TASK 2............................................................................................................................................5
Brand portfolio and hierarchy management...........................................................................5
TASK 3............................................................................................................................................6
Evaluation that how brands are merged collaboratively........................................................6
TASK 4............................................................................................................................................8
Evaluation of different type of techniques of measuring.......................................................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management refers to the technique for managing, supervising and improvising the
products or brands reputation for creating the positive perception, brand value, brand positioning
in the mind of target market. NESTLE is a Swiss international food and drink processing firm.
The company has its headquarters in Vevey, Vaud, Switzerland. It was established in 1866 and
the founder of the company was Henri Nestle. The company sells the products like coffee, milk
products, ice creams. It has around 91.43 billion of its revenue and 3,08,000 employees. Firstly
the report will give brief regarding the Optimum Impression Limited which is an advertising
company and furthermore it will include the understanding regarding the brand management by
explaining the significance of branding as a tool of marketing and its growth in business
practice. This study will also contain the successful strategy for managing the brand equity as
well as assessing the strategies for managing portfolio and brand hierarchy. This report will state
the way in which brands are investing and extending domestically and globally over time as well
as evaluated different types of techniques used for managing brand value with the help of
specific examples.
TASK 1
Understanding that how a brand is build
Introduction
Brand is referred as the concept in which a product or service that can be differentiated through
the symbol, designs as well as sign by the customers from other products in the market, through
using effective brand strategy Optimum impression limited can get unique image in the
competitive markets.
MAIN BODY
Brand is power
Preview on Brand , Brand equity
Brand equity referred as the value that Optimum impression limited can earn by having
recognised logo, design and name in the competitive market. The value of the product is earned
when it is used by the customers to compute the worth. Brand equity of the company can be
build by providing quality services, free trials and providing products or services as per the
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needs and requirements of the customers(Steenkamp, 2017).
There are different stages that can make the company the successful brand in the competitive
market.
The Stages of building a successful brand
The process of building the flourishing brand can result in creating loyalty among
customers as well as uniqueness among the competitors. In order to get successful in the cut-
throat market Optimum impression limited need to make the strong relation with customers this
will result to increase in sales. The stages are as follows:-
 Identify the target audience:- The first step that Optimum impression limited company
should keep in mind for building the brand is to target the customers. To identify the
needs of the customers the company should organise the campaigns for making the
brand successful. Decide the best way of communicating the message to the target
customers. The company should target the customers according to the demographic,
psychographic and geographic segments(Rosenbaum-Elliott, Percy and Pervan, 2015).
 Describe the brand mission:- Second step the company should do is to describe the
values that the company wants to gain from the targeted customers. The company’s
vision as well as mission will decide the purpose of the survival for the long run,
Optimum Impression limited is required to present the unique image that the company
wants.
 Analysing competitors:- The another step to identify as well as to analyse the
competitors and wants of their customers. Optimum impression limited should think in
which aspect the company is unique and better from others. To achieve the wide number
of competitors the company can modify the branding process and with effective
communication strategy.
 Generate value prepositions:- Optimum impression limited should generate some
values that are governing which makes the company distinctive and valuable in order to
make the brand successful(Penumakaand et.al, 2017).
 Define the brand guidelines:- At this stage the Optimum impression limited company
should set the policies and guidelines in order to build a successful brand.
 Market your brand:- The last stage the company need to do is to brand the market by
applying proper marketing strategy like on packaging, labelling as well as to build the
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