Brand Management Strategies for Pizza Hut and McDonald's

Brand management
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Contents
Introduction................................................................................................................................3
LO1 Demonstrate an understanding of how a brand is built and managed over time...............4
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice..................................................................................................4
M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models, and concepts............................................................................6
P2 Analyse the key components of a successful brand strategy for building and managing
brand equity............................................................................................................................7
M2 Apply appropriate and validated examples within an organizational context.................8
LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and
managed.....................................................................................................................................9
P3 Analyse different strategies of portfolio management, brand hierarchy, and brand equity
management...........................................................................................................................9
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models, and frameworks....................................................................13
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally.
..................................................................................................................................................14
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level....................................................................................................................14
M4 Critically evaluate the use of different techniques used to leverage and extend brands
..............................................................................................................................................16
LO4 Evaluate techniques for measuring and managing brand value over time......................17
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P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples..........................................................................................17
M5 Critically evaluate application of techniques for measuring and managing brand value
in relation to developing a strong and enduring brand.........................................................18
D1) Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organizational context......................19
Conclusion................................................................................................................................20
References................................................................................................................................21
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Introduction
The management report provided below explains the importance of managing the brad over a
series of time. The main emphasis of the report it paid on how a company can undertake
various tools and techniques such that they may be effectively able to manage the brand. It
has also been identified in this report that managing and controlling brand is an important and
effective function of the management of a company thus it is required that this should be
done by the experts and in an effective and efficient manner. The report is divided into two
segments and in the first segment, there is a critical discussion presented on the importance of
brand management and why it is important. There is differentiation presented on the brand
and the product while in the next segment of the report the author has presented a comparison
between two major brands and how they have developed and can be effectively managed
over a particular period of time. The report has been constructed by the author keeping in
mind the brand values of Pizza Hut and McDonalds.
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LO1 Demonstrate an understanding of how a brand is built and managed over time.
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.
It has been identified that a brand is an important tool for every business and in order for the
business to implement growth and development, it is required that this constraint should be
paid special emphasis. With effective brand management, the company can easily achieve
their goals and objectives. In this segment of the report, the author will explain the meaning
and essentials of the brand management.
a) What is a brand?
According to Eliott et. al (2014), a brand can be defined as the type of service, symbol or
design which is made available by the company to its customers and stakeholders. A brand
can also be denoted as a small word which is generally used by the consumers to identify a
company or its goodwill in the market. The brand makes it easy for the company to create its
unique image in the market and it also helps the consumers to identify the products and
services easily without facing any kind of hassle. It is thus required by the organisation to
ensure that the brand name that has been given by the management to the product should be
unique (Eliott et. al, 2014).
b) Why is branding an important marketing tool?
With branding, the company gets certain advantages which help the company to foster in a
highly competitive market. Various companies use branding for varied purposes but the
advantages they get from effective branding are majorly identical. Some advantages of
branding have been specified below as follows:
 Identification of the company: It has been identified that the branding is a tool
which gives the main advantage of creating a unique image of the company in the
mind of the consumers. This helps the consumer to identify the best and suited
products and services in the market according to their likes and dislikes.
 An increment in a sale: When a brand name is unique and appealing it is generally
seen that the consumers are lured towards it which directly helps the company to
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increase the sale of that particular brand and thus increasing the revenues (Schroeder,
2017).
 Increases consumer trust: It has been discussed above that the brand gives company
a major benefit of increment in sales and also helps in attracting consumers. If the
product is good in quality and is liked by the consumers it can help in effective
retention of consumers and can also help the company to increase their sales.
 Increases the value of the company: The main and the most important advantage
that the company perceives from the function of branding is the increment in the value
of business. With effective branding the company is able to spread awareness
regarding the product and if the brand gets positive reviews from the consumers the
value of the company can be boosted in an effective and efficient manner (Schroeder,
2017).
c) What does brand equity mean?
Brand equity can be identified as the perceived value that the consumer gets form using a
brand available in the market. The main focus of brand equity is to increase the value of the
customers and as well as of the company. It can also be defined as the measure of the
satisfaction of the consumers (Keller, 2016).
d) How is a brand different from a product?
The major difference between the brand and the product is that the product is made by the
company while on the other hand the product is made by the consumers. The brand is made
from goodwill and effective performance of the product in the market. Another stark
difference between the product and brand is that the product is measured in terms of price but
on the other hand a brand is measured in the terms of value (Lee et. al., 2015).
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