Brand Management and Valuation Techniques

This assignment delves into various aspects of brand management, including strategic brand management, brand emotional connection, and antecedents of positive employee brand-related attitudes. It also covers market valuation approaches, such as the market value approach, to provide a comprehensive understanding of branding strategies and corporate financial techniques.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1. Significance of Branding as marketing tool and manner in which it has emerged in
business practice..........................................................................................................................1
P2. Key aspects of a successful brand strategy for establishing and managing brand equity.....3
TASK 2............................................................................................................................................5
P3. various strategies of Brand equity management, brand hierarchy and portfolio
management................................................................................................................................5
P4 Brands are managed collaboratively and in partnership........................................................8
TASK 3.........................................................................................................................................10
P5. Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples...............................................................................................10
CONCLUSION..............................................................................................................................12
REFRENCES.................................................................................................................................13

INTRODUCTION
Brand management is an aspect in the field of marketing that involves some tactics to
enhance the perceived value of a brand or product. Efficient management of brand enables the
increased rates of products and helps in maintaining a loyal customer base. This is because of the
positive brand image. To sustain in market and competition for a long time it is must for every
firm to upgrade their brand value from time to time (Braun, 2012). Companies use various
components like funds, brand ambassador, product and finance etc. to increase the market share
of a brand. This assignment is based on Apple which is an America based multinational
technology corporation, headquartered in California. This company is successful in expanding its
presence globally. Apple is pioneer in the field of computer software, electronics, online and
digital services. Hardware products of Apple are smartphones, iPad, iPod and Mac personal
computer. Report involves analysis of brand image at both foreign and domestic market. Also, it
includes the way in which trust of consumers can be achieved which will provide sustainability
in business for a long time. At last, this research different approaches used by an executive to
measure brand image is discussed.
TASK 1
P1. Significance of Branding as marketing tool and manner in which it has emerged in business
practice
Developing good brand image can improve the position of company within the market.
Along with it, this process help the company to stand against rivals in better way. This benefits
the firm by improving their market shares and enhancing their revenue generation. Advertising
of product results in gathering attention of millions of consumers. These advertised products
became more familiar with market (Cooper, Merrilees and Miller, 2015). There are many tactics
that is used by Apple to increase its goodwill. Their logo acts a eye catching factor that gains
attention of huge population. Along with this, company can go for implementing different
processors, improves design so that the requirement of customers can be satisfied more
appropriately. As we know market is dynamic in nature. Thus, to maintain their market position
Apple needs to adopt changes as per the need of market. This will make them strong enough to
fight against competition. To run a business sustainably it is essential for Apple to establish a
long term relation with clients.
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(Source: Logo of Apple, 2018)
To improve the image and reputation of a brand, factors like improvement in quality of
product, adopting advanced technology, development and training can be of great help. In
present time, it is must for each company to manage their brand image. Importance related with
it are outlined below: Helps in making a firm unique: Major merit of brand management is to attract a huge
customer base so that the market share of firms can be improved. This helps in enhancing
both profit margin and productivity at workplace. Also, it differentiates their product
from other brands present in market (De Vries and Carlson, 2014). Logo of an
organisation needs to be eye catching. Usually, standardised products and services rules
the market for a long time. Apple is continuously upgrading its features offered through
laptops, mobiles and iPads etc. which has benefited the company by increasing the value
of their brand and company at marketplace. Trustworthiness: Most of the customers in market place likes to spend money on
standardised products and their taste changes from time to time. Hence, it is very
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Illustration 1: Logo of Apple

essential for the companies to deliver products in market as per the demands and
preferences of their clients. Therefore, it is must for Apple to provide quality goods by
which the trust of clients can be maintained. Top management can revise schemes to
provide discount to their special clients. This may help the firm to increase brand loyalty
in the minds of people. Change mass into customers: Every individual wish to spend income on quality services
and products. For this Apple needs to implement some innovation in their existing
products (Dinnie, 2015). This will help the firm in converting population into clients.
This tactics is used when a new product better than the existing one is introduced in
market. Advertising and promotions are mostly used by the concerned firm to gain
attention from potential consumers. Recently, the company has launched iPhone Xs and
iPhone XR and promoting it through advertising on social media etc. Enliven workforce: A worker is considered as an asset for every organisation including
Apple. The main objective of the employees is to complete desired tasks within the
specified time which will help the company to enhance their capital and revenue. This
helps the firm to acquire their own targets. It is under the duty of manager in Apple to
recruit hard working and knowledgeable staff members which can help the company by
implementing some innovative ideas. These workers help in carrying out business
operations efficiently.
 Sets prospective: In today's advanced era, to sustain a good position in market it is
essential for a company to acknowledge which services and products are offered by their
rivals. After this, they focus on improving the quality of products that are already existing
in market. Innovative services and products are also introduced in accordance with the
changed needs of clients. This process helps in creation of more revenues and market-
shares.
Differences between Brand and product mentioned below:
BRAND PRODUCT
 Brands helps in attracting the attention
of masses. This helps the company in
increasing the demand of their product.
By this Apple can maintain their
 A product is developed by using
different components like capital, raw
material and other required resources.
These products are introduced in
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relations with their potential clients. A
desirable brand products, will be liked
by customers again and again.
 Brand popularises the products at
marketplace by its logo and quality.
This helps the company in improving
their productivity.
market to satisfy the needs of clients.
To buy these items consumer uses
monetary means.
 Quality of products decide the market
share and profit margins of the
company.
Therefore, Apple is improving their strategies , tactics and image of brand within the
business world. Along with it, they are indulging towards CSR activities that enhance the value
of their brand at a constant rate. These functions support Apple in competing against rival
companies.
P2. Key aspects of a successful brand strategy for establishing and managing brand equity
Brand equity is a term in marketing that specifies the value of a brand. That value is
calculated in accordance with the consumer's experience and perception for that particular brand
(Eggers and et. al., 2013). If people appreciate the brand, then equity is high and vice-versa. This
will benefit Apple in charging more for their products as people are ready to pay due to
popularity of brand. High brand equity also results in grabbing more opportunities at
marketplace. It is must for a firm like Apple to develop standardised products that will enhance
the goodwill of organisation. Apple has always satisfied their clients due to which the brand is
worldwide famous. This has reduced the chances of replacement due to arrival of some other
company.
There are some approaches which are related with brand equity that helps in increasing
the image of brand. These are outlined beneath:
Digital marketing: It is considered as a main tactics which is used by Apple to promote
and advertise their products and brand. At first, it is essential for Apple to identify the sectors in
which the firm wants to expand their presence. Next, the company has to formulate strategies so
that desired objectives can be achieved. In this approach, Apple implement different tactics to
gain attention worldwide. Analyst uses it to improve brand image and increase the sales of
product by offering innovative and modern products to million of people within a limited time
through digital and social media.
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Relation with workforce: For achieving targets, it is vital for a firm to set some aims
and objectives. These aims helps the company in standing against their rivals. To attain this, it is
must for the firm to share its vision and mission clearly with all the working staff. This aid the
employees to provide appropriate services to the potential customers (Elliott and et. al., 2015).
With the changing and updating technology, Management of Apple needs to incorporate new
features in their commodities. This will help the company in maintaining their position globally.
Social media: This is the cheapest way to improve brand image of a company. In
present scenario, almost everyone uses social media to connect with each other. So, these sites
provides an overview of the organisation. Advertisement is considered as the most useful
strategy to increase sales.
There are several components and approaches that increases brand equity of a company
and these are described as follow:
Awareness: Different kinds of techniques and schemes are implemented by the
companies to increase awareness in the mind of consumers regarding their products. This
increases their brand image and market value effectively. Firms like Apple adopts various
approaches which increases the awareness of consumers regarding their services and products.
Most commonly, Apple adopts social media as a platform to inform consumer regarding their
new and existing products in market.
Strategy: It is an approach which helps Apple in formulating various schemes to
become a leading company (Gecti and Zengin, 2013). It is an essential aspect for the firm to
acknowledge workers regarding their plans to attain desired results. This helps in improving new
and existing services. Strategies like promotion also help in providing awareness to clients about
modified products. This is directly linked with the improvement in brand image.
Communication: It is treated as a major element in brand equity. It benefits in
identifying the requirements of clients. In accordance with these hypothesis, MNC's like Apple
can increase their profit and production level. Also, some training sessions must be given to
employees so that they can efficiently interact with consumers while carrying out surveys. This
will assist Apple in providing quality service to customers.
Apart form this, some challenges that acts as a barrier for Apple in developing brand
equity are discussed below:
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Improving quality of products and services: To maintain their position within market
Apple needs to introduce new services and products on a regular basis. For ex., in iPhone X
features like face detection catch a lot of attention worldwide. Apple can introduce some other
concepts like this to increase the goodwill of organisation within society.
Technological challenges: Advanced technology outdates existing technology in short
amount of time. Products offered by Apple like iPhone, iPads, Mac Book etc., become old as
improved and modern technology overtakes them (Urde, 2013.). So, it is must for Apple to
implement changes at right time.
TASK 2
P3. various strategies of Brand equity management, brand hierarchy and portfolio management
Multinational corporation like Apple must evaluate their brand value at market. This
procedure can involve some aspects like consumer's perception and standardised products etc.,
also brand value helps in acquiring targets and aims of company (Heding, Knudtzen and Bjerre,
2015). It also grabs attention form the huge customer base which helps in enhancing volume of
sales. Apple is grabbing attention globally due to their standardised quality.
Portfolio management: It is a tactics which assures in acquiring most of marketplace
without facing any risk. It is a cheap way to enhance brand value. Every company wants to
expand their market presence (Som and Blanckaert, 2015). Usually, it is used by those firms
which offers various products but for this they need to follow different policies and regulations
formulated by different government of different countries. For example, Apple cut their cost by
acquiring material like silicon, glass and metals from Asian countries where these materials are
available in abundance. Another case is where Apple employ cheap labour which helps them in
managing their prices. In reference to this, there are some managements which are as follow:
 Active portfolio management: By this, Apple has grab attention of most of the
capitalist, investors and increased its market value. This element is providing
welfare to both investor and company in term of monetary value.
 Passive portfolio management: This kind of management helps the executives
in taking appropriate decisions for the company. In this approach, the focus of
companies like Apple is not on forecasting their services and products.
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Brand equity strategy: There are several components which affects the quality standard
of both service and products. This is required, when a firm has more than one brand as its
competitive rival and company has to maintain high market shares with maximised profit. One
example is Apple which offer products like laptop, Ipad, Iphone against various rivals like
Samsung, Oppo and Nokia etc. and performs well than rival companies. They use strategy in this
by calling their laptop as Mac-book pro which differentiates their product from other laptops.
Brand equity: It is considered when a client has expectations form the firm while
paying for the product developed by the company (Jugenheimer, Sheehan and Kelley, 2015).
This expectations of consumer is brand equity for organisation. For ex., customers pay high to
buy Apple products in a hope they will not face issues in mobile's processing or laptops. Customer based brand equity: This helps in maintaining strong relations with client for a
longer time span. CBBE modal has been discussed below:
First step- brand identity: This step comes when the customer do identification of brand by its
name.
Second step- brand meaning: In this step, executives of companies like Apple evaluates the
attitude and behaviour of employees regarding the products they offers.
Third step- brand response: This step contains the feedback of clients related with services and
goods. Along with it upcoming opportunities are also identified.
Forth step- brand resonance: This stage help in improving image of Apple brand. Also, this
step shows the loyalty of firm towards its clients.
Brand hierarchy: This is step by step process that helps in increasing goodwill and image of
brand within marketplace. This aspect has three stages:
Leverage: It provides a statistical graph to develop and enhance brand image both vertically and
horizontally.
Clarity: It is a vital aspect for firm like Apple to promote their desired goals with clarity. These
companies has already incorporated these kind of tactics in managing operation.
Synergy: This approach has main focus on the brand image. In this quality products are delivered
to the consumers by Apple in a effective way.
Importance of brand hierarchy:
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Disordered brand disrupt future planning in business: Brand hierarchy
promotes use of resources in an optimal way so that future generation can take advantage from
them in future.
Consumer confusion: This situation arises when the client is confused about the
product he wish to purchase. Hence, training is required for employees of Apple so that they can
help their client to chose one best product as per their needs (Kapferer, 2012).
There are different kind of brands in it like corporate, family, umbrella and endorsed
branding etc., explanation in reference with Apple is given below:
Brand
Hierarchy
Apple
Corporate
branding
This kind means if the firm is selling their products under their name . For
example, if Apple sell their phones and laptops with brand name Apple.
Umbrella
branding
This section involves that when a firm has other brands into them that doesn't
require support of main brand name for their sales. ex., Ipad, Iphone are under
umbrella brand and main umbrella is Apple.
Endorsed
branding
It is when a firm create their brand along with endorsing the commodities of
other brands. Apple is not this kind of brand.
Family
branding
When sales are carried out separately without the help of parent company. All
the product Apple are offering belongs to same family.
Brand hierarchy includes list of brands as per their market requirement. For example, at
first Apple had more demand of laptops and phones and then users shift their demand for desktop
and iPad.
P4 Brands are managed collaboratively and in partnership
In today's time, most of the firms deal in electronic products. In this scenario, Apple give
tough competition to one another. These brands put lots of effort in maintaining their position at
market place (Kavaratzis, 2012). Approaches used by these companies are outlined below:
Brand leveraging: This tool helps the firm to gain various exposures which are
concerned with finance. By this, investment related with money do not raise.
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Brand extension: Company has used this component in a proper way and by this they
are successful in sales of their new services and product in a better way.
Franchise extension: Apple has around 500 stores globally. Due to this, people of other
field also gets benefit by earning profit. Firms like imagine helps Apple in Expanding their
reach.
Plan of action in expanding brand:
 Brand enlargement: Apple is a firms that is providing clients as per their
requirements. Electronic items offered by them saves a lot of time of people. With
the passing time, these firms has enlarged their brand by improving their products
and services.
 Brand portfolio management: It is related with the decision making carried out
by executives. For example, Apple formulate various strategies to improve their
service by using CSR activities (Ruzzier and De Chernatony, 2013).
Both these companies follows Ansoff matrix by which they are able to make appropriate
decisions. Components that are part of it are discussed beneath:
 Market penetration: In this the main focus of the company is on their existing
clients. Apple tries to improve their services and goods from time to time . For
ex., both Apple bring innovation in their products that attracts the attention of
customers worldwide.
 Product development: This type helps the company in achieving loyalty of
clients. This assure sustainable development of firm for a long time span. For ex.,
Apple has formulated plans that supports in removing all kinds of risk i.e. Apple 8
was introduced that secures the location and identity of the person which provides
a kind of security.
 Brand collaboration and partnership: Apple and Cisco is one example of it.
Both these firms have created several devices in network which provides merit to
them. To connect with several companies Cisco has introduced services and
products which is in regard of MacOS and latest technology (King and Grace,
2012).
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TASK 3
P5. Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples
Brand Valuation is a company based perspective which allows the marketer to know the value of
its brand. Valuing brands needs the requirements of six components such as transparency,
validity, reliability, financial behavioural and legal parameters. Brand valuation helps the
organisation to take buying and selling decisions. It also helps in strategic decisions.
Brand Measurement-This allows the marketer to measure the perspective of the brand in the
minds of the customer. It is very important for the marketer to identify what their brand is putting
impact on the minds of the customer.
Techniques for managing the brand value-
Cost Based Approach- This method involves the cost of creating the value of its brand. It is
often used at the initial stages of creating the brand. Apple when created its brand value has
invested lot of money for the production process, analyse the market to identify consumer needs
to attract large number of customers.
Market approach- It deals with for how much price a brand is sold and how much a buyer is
willing to pay for the brand value. For example- In case of apple, ,managers of apple should
check the price of competing brands before taking the decision. Company can compare the data
of competing companies to analyse the value of brand by various factors such as company's
annual report , publications. This valuation relies on the value based of market of similar
transactions.
Income approach – Marketers can measure the value of its brand by comparing the benefits of
the past over the rest of the life.
There are income approaches apple can measure its brand value-
1.Price premium method- Apple can compare its brand to the similar but unbranded product such
as lenova.
2.Incremental cash flow method- Apple identifies the extra cash flow in its business when
compared with other brand.
Apple uses two models to create and manage its brand value to retain its business -
Customer based model-Apple focuses on creating its brand value by analysing the customer
needs.
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It builds the strong value for the brand and understands how customers have specific positive
thoughts about the brand.
Finance Based Model-
Apple uses this model to recognise the value of its brand in relation to its competitors.
Apple compares its with other competitors to analyse the marketing approaches to come up with
the models with the effective prices.
Research based approach- In this approach apple compares its brand value in market by certain
surveys, conducting questionnaire which helps to recognise its value and helps in development of
certain strategies which helps in gaining large customer base and attracts customers by
providing new innovative technology and enhance its brand image.
Inter brand approach- In this approach apple can compare its brand value with comparison to
its competitors in market. It can compare value of brand with Samsung as to see customers are
inclined towards which brand.
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Illustration 2: Market Valuation Approach, 2018
(Source: Market Valuation Approach, 2018)

Brand Measurement techniques
Techniques used by the respective organisation to know the value by brand by certain
factors or techniques helps them to get information about the value of brand in market. There
are several techniques used by organisation to measure value of brand-
 Surveys- Conducting surveys can be useful tool for assessing loyalty of their
brands on five factors such as customer affinity, trust, esteem , reliability and
identification. These measures helps to identify areas of competition, strengths
and weakness of their respective product and helps apple to know its brand value.
 Search engines- Measuring brand awareness through keyword search patterns
helps apple to recognise its brand value. By using google analytics marketing
automation can tack visits to blog post and measure brand awareness.
 Social media- The number of people who follow brand across social media
channels can be a great indicator of overall awareness. Tracking engagements on
each network will help to measure progress of its brand.
 Video views- Uploading video on their own site and sharing with social platform
to drive traffic back to site. Company can use video analytics tool like wistia to
track how many views respective brand get.
 Document views- Documents like e books, case studies familiarize people with
company brand t track views from inside your website and from alternative
distribution channels.
CONCLUSION
From the above described report, it is carried out that brand management is an important
component needed by every firm. It is vital to have a strong market presence. Company can
maintain a positive brand image by this. Management of firm assist them to enhance the value of
their products within given time period. So, firm uses those brand which make them popular
among customers. For this firm implement different kind of tools and strategies which is easily
understandable by employee and improve the productivity of company. There are several ways
to manage a brand, it can be carried out individually, partnership or collaboratively. There are
several approaches like cost based, finance based and income based approaches that helps in
measuring brand image. Also several techniques like surveys, social media, documents view and
many more are there that helps in measuring value of brand
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REFRENCES
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Online
Logo of Apple. 2018. [Online]. Available through:<https://ebaqdesign.com/blog/50-brand-
logos/>.
Market Valuation Approach, 2018. [Online]. Available through:
<https://corporatefinanceinstitute.com/resources/knowledge/valuation/market-approach-
valuation/>.
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