Brand Management: Strategies for Value Creation and Brand Equity

This report discusses the importance of brand management for organizational growth and development. It evaluates the brand equity and value creation strategies used by the top ten corporations of branding and critically analyzes the brand creation and management techniques within Instagram. The report concludes that effective brand management is crucial for sustained success in a competitive environment.

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Show the brand equity and methods of value creation used by the top ten corporations of
branding.......................................................................................................................................3
Critically evaluate the brand creation and management techniques within the company
selected .......................................................................................................................................5
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................9

INTRODUCTION
Brand management refers to the strategies of marketing in order to maintain, bring and
improve the awareness to wider reputation and value of a brand and their products over period of
time. It basically gives the opportunity to ensure that both visual and intangible aspects of the
brand are aligned. There are certain reasons due to which brand management is important
because for keeping and gaining the customers it is important to know that where they are and
what they want as well(Bharadwaj and et.al., 2020). In the present report, Instagram is taken
into consideration. Instagram is basically an American photo and video sharing social
networking service which was founded in the year of 2010 by Kevin Systrom and Mike Krieger.
The present report will cover discussion about the awareness of value creation and brand equity
methods with support of ten brand corporations. In addition to this, the report will cover analysis
about the evaluation of brand creation and techniques of management within the selected
company.
MAIN BODY
Show the brand equity and methods of value creation used by the top ten corporations of
branding
According to Kevin Lane Keller's “Brand Report Card”, there are ten components of
score card which support in terms of demonstrating the understanding about brand equity and
value creation which has been defined into the following manner:
 Is the brand offers that consumer truly desires: When the brand offers what the
customers actually want then it enhances the satisfaction level of their customers. With
this kind of behaviour of the organisation then it enhances the value of brand in the minds
of their customers. It also contribute in terms of brand equity where it explains about the
value of brand.
 Does the brand stay relevant: The brand can stays relevant when the intangibilities are
made to adjust between the tangible factors (Buhalis and Park., 2021). The brand equity
can only be maintained when they have strong brand image into the market and people
recognises it for longer period of time. The services provided by the brand also contribute
in terms of enhancing the value of brand.

 Is the pricing strategy based on the consumers perception of value: Customers have a
perception that the expensive brand item later on drag into losses. The value creation of
brand sometimes depends on up to a certain extent on the pricing strategy. It has been
observed that brand equity can only be maintained through its qualitative products and
services rather than the pricing strategy.
 Is the brand properly positioned: For positioning into effective terms, it is very
important to give superiority to one particular detail in a brand provides the major perk
(Heding and et.al., 2020). Public have this awareness that the brand is not very different
from other alternatives despite it has the specific reputation which is unique to them.
When the brand is positioned into positive terms then it enhances the brand equity and
value creation as well.
 Whether the brand is consistent or not: Consistency basically results into dominance
into the market place and it is necessary to know how to maintain consistency for
maintaining that position. When there is consistency of the brand then it is easier to create
a mindset into the minds of customers which result into brand equity and value creation
as well.
 Does the brand portfolio and hierarchy make sense: Within the brand , a single
product line has been contained where each of them carries another kind of power. Each
brand has its participation in the brand portfolio and brand equity(Iglesias and Ind.,
2020). When the brand has strong power then it automatically creates a strong value into
the market and brand equity as well.
 Use of activities of marketing to build brand equity: When the brand uses appropriate
activities of marketing then it contribute in terms of value creation. These marketing
activities enhances the level of brand within the market.
 Do the managers understand what brand means to consumers: It has been observed
that every leader is conscious in terms of every action related with the brand affects the
brand in a way or so. It is important to consider every factor so that decisions are made so
that none is impacted into negative terms. When the managers have this understanding
about the value of brand towards their customers then they take more initiative to make it
more impactful and result oriented as well.

 If the brand receives support: Whenever the brand is appreciated then the brand image
and awareness are enhanced to a good side. For building the value creation and brand
equity it is necessary that the brand receives support system into positive terms so that
they can work with their full potential for their further development and growth.
 Does the brand monitor sources of brand equity: The brand can be proved to be
stronger through utilising the brand audits and tracking as well. With these supporting
parameters, it is easier to get insight of the performance of the brand(Keller and
Swaminatha., 2019).For building the brand equity these parameters act as support system
in order to stand strongly into the market. For the purpose of value creation, it is
necessary to evaluate the sources so that further actions and steps can be taken
accordingly for it.
In context to Instagram, it is necessary to consider all these ten components into serious terms for
building the brand equity and value creation into this international market. When these
components have been understood into deeper terms then it is easier to take further actions and
steps with the right kind of approach. In this manner, awareness regarding brand equity and the
methods of value creation can be created into result oriented terms.
Critically evaluate the brand creation and management techniques within the company selected
Brand creation refers to the identification of the business strategy, target customers, the
competition and the brand positioning and messaging. For evaluating the brand creation for
Instagram then Keller's brand equity model can be used in in which has been defined into the
following manner:
It is the model which talks about building strong brand and also shape how the customers think
and feel about the product and service (Leijerholt and et.al., 2019). For the application of this
model on Instagram it is important to follow certain steps into result oriented terms which is
defined into the following manner:
 Brand identity- who are you?: It is important to make sure that the brand stands out
and customers recognise it and also aware of it. It can initiated through knowing the
customers and research the market for gaining the proper understanding of how the
customers sees the brand. After that it is important to identify how the customers narrow
down their choices and decide between the competitors and brand as well. At the end of

this step, it is important to understand whether the clients perceive the brand as they
want to.
 Brand Meaning-what are you?: It is important to identify and communicate what the
brand means to their customers and also what it stands for. It can be possible through
considering the brand into context of performance and imagery(Lin and et.al., 2020).
Within the performance head, according to Keller's model performance basically consist
of five categories. It include product reliability, durability, serviceability, service
effectiveness, style and design and price. Under the head of imagery, it is mostly about
how well the brand meets the customers requirements on the level of social and
psychological. The brand meet these needs into direct terms from the customers own
experiences with the product or indirectly in terms of targeted marketing.
 Brand response-What do I think or feel about you?: The responses to the brand
basically falls into two categories which include judgements and feelings. The
judgement parameter falls under four categories which include quality, credibility,
consideration and superiority. It has been observed that customers also respond into
such a manner towards the brand according to how it makes them feel. According to the
model, there are mainly six positive brand feelings which the customers can get from the
product and service they use. It include warmth, fun, excitement, security, social
approval and self respect.
 Brand resonance- how much of a connection would I like to have with you?: The
brand resonance can be achieved when customers feel deep, psychological bond with the
brand. Keller has break the resonance into four categories which include Behavioural
loyalty, attitudinal attachment, sense of community and active engagement.
The main goal of the pyramid is to strengthen the brand resonance in each of the four categories.
In context to Instagram, for creating the brand it is very important that to define the brand into
the market so that customers can recognise it for the longer period of time(Majerova and et.al.,
2020). It is important to define the meaning of brand into the minds of their customers so that
accordingly they create an image of Instagram in their mind. The way customers respond
towards the brand also depends on this factor that how much audience like the brand in this open
environment. It is also important for Instagram to consider this factor that how much the
audience feels connected with the brand because on the basis of this factor brand will receive

higher level of success into positive terms. As this model can't be applicable with all the kinds of
brand but it can be applied into different brands where it act as support system into positive
manner(Pontinha and do Vale ., 2019). There are certain management techniques which can be
used at the organisational level of Instagram which help them in terms of their further growth
and development. These techniques are defined into the following manner:
 It is very important for Instagram to be consistent whether the schedules have been set,
holding meetings and performance reviews as well.
 Instagram have to be open in terms of new ideas and constructive criticism as well by
listening them into appropriate terms.
 The brand Instagram has to focus on building the team into best manner where team
members have good working and personal relationships with one another then it makes
them happier at the work place.
 For building the brand into stronger terms it is very important that to choose an effective
management style. There are different kinds of management styles which include
authoritative, affiliative, democratic and coaching as well.
So in this manner, Instagram can use the management techniques in order to build or create the
brand into effective terms. As these techniques are very helpful at the organisational or
management level but can't be effective in terms of long run. As these techniques can't be applied
into every kind of brand but it can be varied according to the situation of brand as well. So in the
overall manner, these management techniques can be used in terms of brand creation.
CONCLUSION
The above stated report concludes that brand management is very important for the
organisational growth and development as well. It has been concluded that for evaluating the
brand equity and value creation there is requirement of a model which help in terms of finding
out the right parameters into appropriate manner. It has been determined that for the
development of an organisation, management techniques and also there is requirement of
theories at the organisational level. Without these kind of support system, it becomes very
challenging to sustain in this competitive environment. The concept of brand management is
very important from the organisational point of view.

At the organisational level it is very important that the brand should be managed into
such a manner that it can be effectively beneficial for the further growth and development of the
organisation into positive context.

REFERENCES
Books and Journals
Bharadwaj and et.al., 2020. Corporate brand value and cash holdings. Journal of Brand
Management, 27(4), pp.408-420.
Buhalis, D. and Park, S., 2021. Brand management and cocreation lessons from tourism and
hospitality: introduction to the special issue. Journal of Product & Brand Management.
Heding and et.al., 2020. Brand management: Mastering research, theory and practice.
Routledge.
Iglesias, O. and Ind, N., 2020. Towards a theory of conscientious corporate brand co-creation:
The next key challenge in brand management. Journal of Brand Management, 27(6),
pp.710-720.
Keller, K. L. and Swaminathan, V., 2019. Strategic brand management: Building, measuring,
and managing brand equity. London: Pearson.
Leijerholt and et.al., 2019. A brand within a brand: An integrated understanding of internal
brand management and brand architecture in the public sector. Journal of Brand
Management, 26(3), pp.277-290.
Lin and et.al., 2020. Green brand communication, brand prominence and self–brand
connection. Journal of Product & Brand Management.
Majerova and et.al., 2020. Sustainable brand management of alimentary
goods. Sustainability, 12(2), p.556.
Pontinha, V. M. and do Vale, R. C., 2019. Brand love measurement scale development: an inter-
cultural analysis. Journal of Product & Brand Management.