Brand Management Strategies and Techniques

Brand Management

Table of Contents
Introduction......................................................................................................................................3
Section 1..........................................................................................................................................4
LO1..................................................................................................................................................4
Section 2..........................................................................................................................................8
LO2..................................................................................................................................................8
LO3..................................................................................................................................................8
LO4..................................................................................................................................................8
Conclusion.....................................................................................................................................16
Reference List................................................................................................................................17

Introduction
Brand management is the planning and analysis about how a particular brand is perceived in a
particular market. The function of brand management is related to marketing techniques which
increases the brand value of a particular product line over the time. Developing effective brand
management strategy can maintain the brand equity of a company and develop good relations
with the target market. The main objective of branding is to convey the specific brand message
to persuade the customer and create loyalty for a product. The management of different business
organization focus on developing the brand identity of the organization by researching about the
latest market trends, customer preference and the level of customer satisfaction. In this
assignment, the idea of brand management and its various aspects have been discussed. There are
different tools and methods that are used by the business organizations in order to manage their
brand portfolio and spread awareness about their brands. These aspects would also be discussed
in this assignment in order have better understanding about brand management.

Section 1
LO1: Demonstrate an understanding of how a brand is built and managed over time.
Introduction
In the present age, creating a brand is of prime importance for business organisations. Brands are
a mix of science and psychology, which is represented by the symbol, design, term and name of
the company, for distinguishing it from other organisations and increasing awareness among
consumers. Brands are renowned for providing long-term success to business organisations as
compared to products and services, which run on life cycles. The focus of this report is on
answering various questions about brands and their importance to Ed Sheeran, who is a
renowned singer and is aiming to launch a range of musical instruments.
What is a brand?
Brands are those things that represent the company’s face in different forms, which can be the
mark, slogan or logo, which the consumers associate with the company (Keller et al., 2011).
Since brands attract attention and make the products provided by a company to stand out from
myriad other products being sold, business organisations consider branding as a constituent of
marketing process. A company can create a brand by using the business objectives to create a
market plan along with creating tangible aspects like the logo, website and tagline of the
company.
Consumers emotionally connect to the company because of their brands, which not only results
in increased sales, but also builds customer loyalty. A company can identify the loyalty level of
consumers by using the brand pyramid that comprises of five stages, and use it for creating
marketing strategies to increase customer loyalty.