This report covers the benefits of branding as a marketing tools along with main components of a successful brand strategy for managing brand equity is also highlighted in this report. In addition to this various strategies of portfolio management, brand hierarchy and brand equity management is also highlighted in this report.
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Table of Contents Introduction.....................................................................................................................................1 Task 1...............................................................................................................................................1 P1. Discuss the importance of branding as a marketing tool and how it has emerged in business practice....................................................................................................................1 P2. Examine the main element of a successful brand strategy for building and managing brand equity......................................................................................................................................3 M1 Assess how brands are managed successfully over time using application of suitable theories, models and concepts...............................................................................................4 M2 Use suitable and validated examples within an organisational context...........................5 Task 2...............................................................................................................................................5 P3. Discuss various strategies of portfolio management, brand hierarchy and brand equity management............................................................................................................................5 M3 Critically assess portfolio management, brand hierarchies and brand equity using suitable theories, models and frameworks...........................................................................................7 D1Provideacriticalassessmentsupportedbyjustifiedevidencedemonstratinga comprehensive understanding of branding.............................................................................7 Task 3..............................................................................................................................................7 (covered in PPT).....................................................................................................................7 Conclusion.......................................................................................................................................7 References......................................................................................................................................9
Introduction Brand management is defined as the process of analysing and determining the value of specific brands as well as determining the essential value among the target customers. Effective brand image allows the business organisation to gain competitive advantage in the marketplace and attract large number of customers(Afifah,2021). It is also refers to one of the essential function used by the organisation to determine their marketing strategies to maintain, enhance and create awareness regarding the brand. For this report Unilever is taken as the base company. Unilever is one of the well established international consumer goods company offering wide variety of products to their customers. The company was founded in 1929, having more than 400 brands around the globe. The company has strong brand image in the marketplace. This report covers the benefits of branding as a marketing tools along with main components of a successful brand strategy for managing brand equity is also highlighted in this report. In addition to this various strategies of portfolio management, brandhierarchy and brand equity management is also highlighted in this report. Task 1 P1. Discuss the importance of branding as a marketing tool and how it has emerged in business practice. Brand is defined as an image or idea of a particular product and services among the consumers which enables them to connect with the brand and enhance their performance in the marketplace. It refers to something specific that consumers can connect with through able to identify the logo, slogan, name or design owned by the company(Al-Dmourand et. al.,2021). A strong brand help in attracting large number of customers as well as allowing organisation to gain competitive advantage in the marketplace. Brand plays an essential role in determining the purpose of the organisation key objectives when developing a strategic marketing plan. It also organisation to differentiate them from their competitors in the marketplace. In order to continue to survive and gain competitive advantage it is essential for the organisation to build strong brand inthemarketplace.Brandingreferstocreatingandimplementingvariousfeatureand characteristics to the business so as to attract large number of customers. It helps in enhancing the recognisability of product and services among the target customers leading business to get competitive edge in the marketplace. Branding plays an essential role in the marketing activity 1
through creating a bridge among the product and target customers and influencing customers to take purchase decisions. It also helps in determining how organisation's target customers perceive their brand.Marketing is the using various marketing tools and techniques in order to communicate brand, product and services among the target customer. Marketing is considered to be the tangible execution of the brand in order to build engagement and increase sale. Branding is far more than just company's logo or slogan, the effective use of branding helps the organisation in increasing its share of voice in the marketplace, also allows the organisation to enhance their revenue(Freireand Gertner, 2021). In context to Unilever, the company has strong brand image around the globe allowing them to continue to gain competitive advantage in the marketplace. Company is considered to be leading producer of soap around the globe which make them a well recognised brand. Unilever's brand helps them attract large number of customers as well as retain them for long period of time. Branding plays an essential role as marketing tools as mentioned below: Increase revenues and market share:One of the essential feature of the branding is that it helps the organisation to increase their overall revenue and market share. Effective branding allows the organisation to attract large number of customers towards company's product and services automatically leading to increase the profitability and productivity of the organisation. Effective and strong branding allows helps the organisation to enter into new market share and gain new and advance distribution strategy, enabling them to enhance their market share effectively. Enhance employees productivity:Effective and well known branding also helps the organisation to enhance their employees productivity and continuously motivate them towards achieving desired goals and objectives. When an organisation has well known brand in the marketplace, people are willing to work for them, this helps organisation to attract talented and skilled talent employees. Skilled and qualified employees lead to accomplishing desired goals of the organisation and enhancing overall productivity of the business(Girniceanu and Mazilu, 2021). Customer loyalty and shared values:The branding helps the marketing team to attract large number of customers and build customers loyalty. It is generally determined that the customers are mainly attracted towards the brand which commonly share common values. It is essential for the organisation to convey their values in order to build emotional connection with 2
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their customers. Brand loyalty is often considered to be the major reason behind the growth and success of the organisation. Gain competitive advantage:The effective branding also helps the organisation to gain competitive advantage in the marketplace and enhance their overall performance. Having strong andrecognisedbrandhavingconsistentidentitythroughoutthemarketplaceenablesthe organisation to differentiate themselves from their competitors. Competitiveness helps the the marketing department of the organisation to smoothly carry out their activity and attract large number of customers(Hu, Yang and Zhang, 2021). P2. Examine the main element of a successful brand strategy for building and managing brand equity. A brand strategy is defined as the long term plan taken into consideration by the business organisation to accomplish various long term goals and objectives leading to the identification and preference of brand through the target customers. It allows the organisation to implement required rules and regulations on how, what, where and when the brand messages needed to be communicated by the organisation to attract their target audience. Brand strategy plays an essential role in effective building and managing the brand equity of the organisation leading to enhance their overall performance. An effective branding strategy is an relationship developed among its customers and organisation, it is how the organisation fulfils the changing needs and wantsoftheirtargetcustomers(JawaharandAslam,2021). Therearevariousessential components of brand strategy which helps in building and managing brand equity are mentioned below: Purpose:One of the essential component of the brand strategy is purpose, before developing the brand strategy it is essential for the organisation to determine or find the purpose and cause behind what organisation do. Finding the brand purpose will helps in developing effective brand strategy. Vision:Another component is the vision, it is essential for the business organisation to have proper vision basis of which the brand strategy can be formulated. Having proper and clear vision will serve as the roadmap from where the branding will be carried out. It helps to analyse the business goals for growth and development. Values:It is also essential for the business organisation to develop or determine their core values that will helps them to create a culture and required driving forces. Core values will 3
helps business to directly connect with the target customers, enabling to guild the communication and decision making and making customers realise what brand stand for(Rachnady,and Usman, 2021). Target audience:Another component of brand strategy is target audience, having proper knowledge and awareness regarding the target audience will helps in effectively positioning their brand in the marketplace. When positioning the brand strategy in the marketplace, defining the target customers will make it easier for the organisation to implement their brand strategy. Market analysis:Another essential key component of market strategy is the market analysis, determine the market and various elements available in the marketplace will helps the organisation to effectively implement their strategy as well as differentiate their brand from others. It will also help in determining the strength and weakness of the competitors and implement the strategy accordingly. Awareness goals:For an organisation effectively prioritizing awareness objectives and initiatives will allow the organisation to market their brand and products more effectively. This will also help in directly reaching to the target customers and make them aware of the brand image. Proper brand awareness will help the organisation to gain competitive advantage in the marketplace and enhance their overall performance.(Raposo and et.al., 2021) M1 Assess how brands are managed successfully over time using application of suitable theories, models and concepts. Branding plays an essential role in enhancing the overall performance and profitability of the organisation and attracting large number of customers. With the increasing competition, to continue to succeed and gain competitive advantage in the marketplace the organisation has effectively managed their brands effectively over time. The brand management has successful strengthentheirbrandequitythroughusingvariousmarketingprogrammesandmaking consumers aware of the brands and products, also expressing knowledge and information regarding the brand among the consumers to not confuse them. Another strategy used by the large number of organisation in successfully managing their brand is innovation, it is one of the main essential key used in managing the brand and ensuring the effectiveness of the brand in the market. It allows the brand to gain competitive advantage in the marketplace and enhance their overall performance. 4
M2 Use suitable and validated examples within an organisational context. Brand plays an essential role in the overall growth and development of the organisation and enhancing their overall performance. For example Unilver is considered to be having one of the strong brand image around the globe large base of loyal customers. Company's brand image allows them to gain competitive advantage in the marketplace, also allowing them to easily enhance their market share. Unilever's brand equity in the main reason behind their continuous growth and success. Task 2 P3. Discuss various strategies of portfolio management, brand hierarchy and brand equity management. Portfolio management is defined as the selection, determining and handling organisation's programmes and projects, in aspects with its strategic goals and objectives. It is the process of making decisions regarding matching investments to objectives, assets allocation. The main goal of portfolio management is to effectively balance the implementation of change initiatives and the maintenance of business, optimising return on investment. The portfolio management plays an essential role in enhancing overall performance and profitability of the business as well as leading business towards continuous growth and success. There are mainly two brand portfolio strategies includes the design, deployment and management of multiple brands as a coordinated portfolio of essentials assets of the organisation that leads to satisfying the needs and wants of the customers in the marketplace(Rudzewicz and Strychalska-Rudzewicz, 2021). Proper design helps in attracting large number of customers and enhance the overall performance of the organisation. Proper portfolio of the brand also helps the organisation to effectively maintain their market share with minimum overlap, analysing the role and scope of each and every brand, create and design effective strategies, logical, and effective deployment that brings all the brands together. It also allows the brand to grow and develop in the marketplace and enhance its overall performance effectively. Brand hierarchy is defined as a systematic branching structure of a brands elements for its sub products and services. Initially when an well known organisation decides to diversify their product and services with new products and various positioning schemes, it clearly leads to creating hierarchy to easily identify and analyse the products and services. Proper brand 5
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hierarchy allows the organisation and its target customers to effectively communicate vital brand elements and features. There are mainly three types of brand hierarchy as mentioned below: Corporate,umbrellaandfamilybrands:Themosthighestlevelofhierarchyis considered to be corporate, umbrella and family brands. It mainly includes continuous naming andidentitystructuresaswellasensuringthattheindividualproductandservicesare homogeneous in the range. It is mainly used by the large corporate organisation having various divisions or subsidiaries. Endorsed brands:This refers to those that have been endorsed through a parent brand that can be either corporate, umbrella or family brand. The endorsement from the parent brand leads to adding credibility to the endorsed brand effectively. Individual:The another kind of hierarchy level is individual, the individual brand is considered to be consumer facing brands under which no explicit link among the product and its parent brand is promoted. It is also analysed that there is not particular link among the individual brands themselves effectively. Brandequity is refers to one of the essential marketing term used in order to determine and analyse an organisation brand value. Mainly that value is being determined through consumers perceptions regarding the brand. The brand equity mainly includes four dimensions such as brand loyalty, brand awareness, brand association and perceived quality. Each offering value to a firm in an effective and numerous ways. The brand loyalty refers to the brand offering value to the the customers and connecting with them in honest ways leading to retain them for long period of time. Another includes using various tools and techniques in order to make consumers aware of the brand leading to create brand awareness among the target customers. The third dimension of the brand equity is brand association, it includes including brand associationwiththetargetcustomersinordertoenhanceoverallperformanceofthe organisation. And the last is perceived quality through the brand leading to satisfy the needs and wants of the target customers, retaining them for long period of time. The organisation establish the brand equity through developing positive engagement with the target consumers in order to retain them for long period of time and gain competitive advantage in the marketplace. 6
M3 Critically assess portfolio management, brand hierarchies and brand equity using suitable theories, models and frameworks The brand portfolio management is one of the essentials frameworks that can be used by the organisation to effectively manage their brand portfolio and implement required strategies. Also the brand hierarchy will enable the organisation to divide the brand in different hierarchy making it easy for the individual to understand and determine the brand. Brand equity plays an essential role in enhancing overall performance and profitability of the organisation through increasing awareness regarding the brand and attracting large number of customers effectively. There are various models of brand equity that can be taken into consideration by the organisation in order to enhance their brand equity such as brand loyalty, brand awareness or perceived quality. These will helps in enhancing the brand equity of the organisation(Solihin, 2021). D1 Provide a critical assessment supported by justified evidence demonstrating a comprehensive understanding of branding Branding is refers to the one of the essential process of creating strong and effective perception of an organisation in the minds of target consumers leading to attract large number of customers. Branding is beyond the process of creating awareness regarding the product and services of the organisation. It is considered to be one of the essentials tool of marketing leading to enhance overall performance of the organisation in the marketplace and attracting large number of the customers. It allows the organisation to gain competition advantage in the marketplace. Task 3 (covered in PPT) Conclusion From the above report, it has been analysed that effective management of the brand helps the organisation to continue to perform better and gain competitive advantage in the marketplace. This report helps in analysing that branding plays an important role in effective marketing of the organisation.Also main component of a successful brand strategy are also analysed in this report along with the various strategies for portfolio management brand hierarchy and brand equity management is also analysed. 7
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References Books and Journals Afifah, N.F., 2021. Pengaruh Green Marketing, Consumer Knowledge, Brand Image, Quality Product, dan Islamic Advertising Ethics Terhadap Keputusan Pembelian Produk Izaura di Kabupaten Sragen. Al-Dmour, H., and et. al.,2021. The effect of the electronic word of mouth on purchase intention via the brand image as a mediating factor: an empirical study. International Journal of Networking and Virtual Organisations, 24(2), pp.182-199. Freire, J.R. and Gertner, R.K., 2021. The relevance of food for the development of a destination brand. Place Branding and Public Diplomacy, 17(2), pp.193-204 Girniceanu, A. and Mazilu, M., 2021. The Identity/Image Of The Brancusi Brand. Annals- Economy Series, 1, pp.218-228. Han, L. and Han, L., Research on visual recognition intelligent system of city brand image based on fuzzy theory and regional culture. Journal of Intelligent & Fuzzy Systems, (Preprint), pp.1-9. Hu, W., Yang, Z. and Zhang, Z., 2021, June. Research on the application of computer technology in brand design under the new media era. In Proceedings of the 2021 International Conference on Control and Intelligent Robotics (pp. 286-290). Jawahar, D. and Aslam, M.M., 2021. Product-place image, destination loyalty and destination brand equity: an empirical study of an Ayurvedic destination. International Journal of Indian Culture and Business Management, 22(3), pp.401-416. Rachnady, L. and Usman, O., 2021. The Influence of Brand Image, Features, and Price Perception on Purchase Decision on OPPO Smartphone (Case Study at Faculty of Economics Students of Jakarta State University 2018-2020). Features, and Price Perception on Purchase Decision on OPPO Smartphone (Case Study at Faculty of Economics Students of Jakarta State University 2018-2020)(January 18, 2021). Raposo, D and et.al., 2021, July. Brand Marks Analysis. Criteria and Evaluation Components to an Analysis Tool. In International Conference on Applied Human Factors and Ergonomics (pp. 441-451). Springer, Cham. Rudzewicz,A.andStrychalska-Rudzewicz,A.,2021.TheInfluenceofBrandTruston Consumer Loyalty. European Research Studies, 24, pp.454-470. 9
Solihin, D., 2021. The Influence Of Brand Image And Atmosphere Store On Purchase Decision For Samsung Brand Smartphone With Buying Intervention As Intervening Variables (Study on Samsung Experience Store Karawaci Customers). International Journal of Social Science and Business, 5(2). 10
(Afifah,2021) (Al-Dmourandet. al.,2021) (Freireand Gertner, 2021) (Girniceanu and Mazilu, 2021) (Hu, Yang and Zhang, 2021) (Jawahar and Aslam, 2021) (Rachnady,and Usman, 2021) (Raposo and et.al.,2021) (Rudzewicz and Strychalska-Rudzewicz,2021) (Solihin, 2021) 11
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