Brand Management Report: APPLE and MICROSOFT Brand Analysis

This report delves into the intricacies of brand management, with a particular focus on the strategies and performance of industry giants APPLE and MICROSOFT. It begins by defining the core concepts of branding, emphasizing its role as a critical marketing tool and exploring the significance of brand equity. The report then dissects the key elements that constitute a strong brand, such as mission, purpose, and target market alignment, providing insights into how these components contribute to market success. Furthermore, it examines brand management and development, highlighting the importance of marketing programs in conveying brand knowledge and cultivating customer relationships. The analysis extends to the challenges of brand development, including the creation of new market segments. The report also identifies key components of successful brand strategies, such as targeting the audience, brand promise, and brand perception. It uses the CBBE model to assess brand equity management, covering aspects like brand salience, performance, imagery, judgments, and feelings. The report seeks to provide a comprehensive understanding of brand management and its application in real-world scenarios, making it a valuable resource for students and professionals in marketing.

Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
1.1 Brand.....................................................................................................................................3
1.2 Branding is marketing tool....................................................................................................3
1.3 Brand equity..........................................................................................................................4
1.4 Brand is differed form product..............................................................................................4
1.5 Key elements of strong brand...............................................................................................5
1.6 Mange and develop a brand..................................................................................................5
1.7 Challenges of developing brand............................................................................................6
LO 2.................................................................................................................................................6
P.2 Key compand of successful brand and brand equality management....................................6
P.3 Brand hierarchy.....................................................................................................................8
LO 3.................................................................................................................................................9
P.4 Extension and collaboration of brands..................................................................................9
LO 4...............................................................................................................................................11
P.5 Techniques and brand value................................................................................................11
CONCLUSION .............................................................................................................................12
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is focused to manage brand value in market. It is kind of planing that
how the marque is pre- received in securities industry and evolution of good relationship in mark
market. In this context, report assists to focus on brand equity and key elemental of strong brand
in market (So and et.al 2017). It emphasises on two big brands, APPLE and MICROSOFT. Both
these companies are basically located in United Kingdom and providing different kinds of
facilities in technology fields. In this context, the study is focused on brand portfolio and brand
equity management. It is help to manage the internecine and extraneous working surroundings.
LO 1
1.1 Brand
Brand is a name, term, design and symbols that help an organisation or the products to
form its revival in the eyes of the customer and increase growth rate in market. In this context
brand is used in the marketing and more promotion in the field of market. It helps to increase the
level of performance in market (Keller and et.al 2017). In this way brand is products, services
and concept to increase the level of performance in market and help to achieve organisation
objective to improve internal working and increase external customer in market.
It is help to Alone design, gestural, signalling, words, or a aggregation of these, engaged
in creating a picture that identifies a commodity and distinguish it from its challenger in market.
In this case of market compilation is to be focus on increase the level of performance and brand
value to adopted new technology in market. In this way brand is help to protract customer in
market and applied the entire corporate world. In this way both the organisations is one of the top
most brand in market and attract more number of customer in market.
1.2 Branding is marketing tool
Brand is most important to increase the number of customer in market. It is help to
achieve organisation objective and improve the growth rate in market. In the filed of marketing is
help attract more number of customer in market and make some changes in market. Everything is
branded in market and attract more number of customer is help to manage external working
environment. Branding is crucial aspect of marketing convexity and today's activity, every
commodity has various rivals ready-made by other organisation (Keller and et.al 2017). The
fight for go through is furious and the social event cut tubular cavity. In this context each and

every activity in market and attract more number of customer in market is help to manage the
internal working environment. In this way branding is most important tool to increase the
number of customer in market. Brand is set to increase the market and aware customer and
reduce competitors in market or represent the promise to the customer in market. The
organisations are increase the customer in APPLE AND MICROSOFT market is only because
of the best branding and set brand to each customer in market. Some customer is not focus on
price, they are just brand consensus in market.
1.3 Brand equity
Brand equity means a kind of marketing terms that is help to define then brand value and
help to identify the brand in market. In this context values is help to determine by consumer
perception and improve the level of carrying into action in market. Brand perception is one the
most important thing to help market improvement on particular brand. Brand equity is a
construction used in the commercialism manufacture which Scribe the value of rich person a
well-known brand repute, founded on the mental object that the businessman of a well-known
marque name can make more receipts simply from trade name acknowledged in securities
industry (Burmann and et.al 2017). It is help to improve the level of performance in market.
Brand equity is help to improve market growth and increase market share. It is help to collect
consumer response on market about the brand and changes as per the consumer perception in
working condition.
1.4 Brand is differed form product
In this context is to be focus on some important aspect to different between the brand and
products. In this way company is make products and consumer ion make brand. In this way a
company is make a product, consumer is purchase and with the help of consumer it makes a
brand in market. In market condition consumer is help to increase brand value. In this context
brands are reinforced through with user percept, pass judgement, and experiences with all trade
good or services under a trade name. It is help to manage external working environment and
improve brand image at market (Abrahams and et.al 2016). It is help to increase the relationship
between the customer and APPLE AND MICROSOFT organisation. Brand is different, because
brand is make with the help of the customer and products in make by the organisation itself. In
this way, Business firm branding and commodity stigmatization are both crucial for

establishments that make or resell trade good. It is assistance to ameliorate the level of carrying
into action in market.
1.5 Key elements of strong brand
In this context is to be focus some key elements of strong brand, which is help to improve
the level of performance in market and increase more customer in market. In this way some most
important elements is help to increase the brand value in market. Some most important elements
are as follows :-
 Mission and purpose :- In this context a strong brand is to be focus on mission and
purpose of the organisation. The organisations are focus on mission of work force and
achieve it. Operation, intention and feeling for their piece of work are apparent and are
what change them to make beefed-up connectedness with their potential, their customer
and the grouping with whom they proceed to communication system (Abrahams, and
et.al 2016). It is help to improve the level of carrying into action and market maturation
to indefinite quantity then growth rate in market.
 Target market :- In this context is to be focus on the target market and improve the
working condition in organisation. The organisations are focus on target market or focus
on particular market. In this way, marketing segmentation is most important and improve
carrying into action in market.
1.6 Mange and develop a brand
In this context is to be focus on management and development of brand is most important
and change the market growth in market. It is focus on the development of marketing program,
which is help to express brand knowledge in market and increase customer in market growth. It
is help to manage the internal and external working environment in market. It is help and
development of marketing action and convey consumer in APPLE AND MICROSOFT market
(Högström and et.al 2015). Brand administration over time is to beef up trade name equity by
development merchandising programs, which express trade name cognition systematically as not
to confound the user. For example, Apple, their programs are formulated to strengthen their
earnestness to offer planetary social class full amusement and communicating disposition, so
section I phone had at the ready attitude from go through in market and attract the more number
of customer in market. It is help to margining the internal and external factor to increase the
more number of customer in market.

1.7 Challenges of developing brand
In this context is to be focus on main challenge of development of brand and improve the
internal and external working environment in market. In this way, some most important
challenges of the strong brand are as follows :-
 Creating new sector :- In this context is to be focus on the creating a new market and
improve the level of performance in market. It is help to manage the internal and external
working environment (Högström and et.al 2015). In organisation make some innovation
is big challenges to the organisations.
LO 2
P.2 Key compand of successful brand and brand equality management
In this context is to be focus on internal and external value and managing the brand
equality in market. In organisation is to be focus on some key component of successful brand
strategy are as follows :-
 Target audience :- In this context one of the most important strategy is to target the
audience in market. It is one of the most important to target the audience in market and
increase organisation growth (Riley and et.al 2016). It is help to increase the purchasing
power in market and improve the level of carrying into action in market place. In this
way organisation is to be focus on target audience of a particular age group in market. It
is help to improve APPLE AND MICROSOFT organisation performance in market.
 Brand promise :- The brand dedication is the subject matter that speaks to your mark
audience. It tells them what to evaluate from buying your commodity. In this context
brand promise is most important and with the help of such strategy attract more number
of customer in market.
 Brand perception :- In this context perception is help to understand the thinking power
of customer about the brand in market place. In this context perceptual experience of
your trade name has been in the foregone, what it is nowadays, and what you want it to
be in the upcoming market (Kristal, ., Baumgarth, . and Henseler, , 201). It is help to
improve and increase the market growth and achieve the objective in market. It is help
to increase the market growth and achieve the objective in APPLE AND MICROSOFT
market.

All such kind of factor is help to set a proper strategy and increase the market growth. It is most
important factor for the organisation. In this way some equity management is also most
important factor and help to construction used in the commercialism manufacture which Scribe
the value of rich person a well-known brand repute, founded on the mental object that the
businessman of a well-known brand name (Riley and et.al 2016). In this way use some CBBE
model are as follows :-
 Salience :- In this context is to help and talk about the brand awareness in market. It is to
be focus on identify the brand and increase more number of customer in market. In this
factor is help to analyses the brand, think about the brand and focus on situation which is
help to increase the market growth.
 Performance :- In this factor is to be focus on durability, product reliability in market. It
is help to execution on market (Kristal, , Baumgarth, and Henseler, , 2016). In this way
price is most important factor to attract the number customer in market.
 Imaginer :- In this factor organisations is to be used purchase and usage substitution in
market. It is most important factor to increase the number of customer and make some
changes in market. In market purchasing situation is help to understand the market
situation and no. of customer in market.
 Judgement :- In this context organisation is to be focus on Trade name judgements are
face-to-face persuasion and evaluate about the marque. It is help to increase the number
of customer and increase market growth.
 Feeling :- In this factor feeling is to be focus on social approval and self respect in
market (Riley and et.al 2016). In this way such kind of factor is help to increase the
market growth and increase number of customer in market.
 Resonance :- In this context is focus on brand response is help to crate the positive
relationship with customer and loyalty factor is increase in market. It is help to increase
more and more number of customer in APPLE AND MICROSOFT market (Qian, and
et.al 2014.). It is help to active faithfulness family relationship betwixt the client and the
trade name. It is help to increase the number opf customer in market.
All such kind of factor is help to equality management and increase the rate of customer in
market. It is help to manage the internal and external factor in organisation. Both the
organisations is help to such kind of model and improve the relationship between the brand in

APPLE AND MICROSOFT market. In this factor is help to analyses the brand, think about the
brand and focus on situation which is help to increase the market growth. It is most important to
brand equity management and other factor to improve customer response.
P.3 Brand hierarchy
In this context is focus on some most important factor is brand hierarchy to improve
working environment. In brand hierarchy is a means of summarizing the branding strategies to
ameliorate the level of carrying into action in work place. It is to be focus on brand strategies to
help in increase number of customer in APPLE AND MICROSOFT market (Zhang and et.al
2015.). In this context is to be focus on the internal factor and provide a relationship between
existing products in market. In brand hierarchy is to be focus on the same most important parts
are as follows :-
 Corporate brand :- In this context is using the company name as the product brand
name. In this way to focus on corporate brand equity to create brand recognitions.
 Family brand :- In family brand, when the group of products are given the same brand
name. In this way different products but same APPLE AND MICROSOFT company.
 Individual branding :- It is also called as the individual product branding or can say
multi-site branding (Riley and et.al 2016). It is a marketing strategy of given each and
every product. It is kind of marketing strategy of given each products is a portfolio is own
unique brand. It is to be focus on each products and identify is to be unique and different
form other product in market.
All such kind of factor is help to improve the even of carrying into action in market and make
some changes is help to increase the APPLE AND MICROSOFT organisation need in market. In
this way one of the most important part is brand portfolio is market place.
 Portfolio management :- In portfolio management is one of the most important factor
and help to meliorate the plane of carrying out in market. In portfolio management is help
at the time of investment in market place. It is help to make decision about the investment
mix and matching with objective in organisations (Prykop, Einwiller, and Ingenhoff,
2015). It is help to mange the working capital and remove external working environment
in APPLE AND MICROSOFT. Investing administration is the professed asset
administration of different safety and other assets in order to fitting mere investment
funds goals for the welfare of the capitalist in market. It is help to manage the external

working environment in organisation. Investment is one of the most important factor,
with the help of proper investment organisations is increase the market rate.
LO 3
P.4 Extension and collaboration of brands
In this context is to be focus on extension approach to help at the time of expand the
market in different level in market. In this way success is to be based on the increase the level of
products of a particular crops and commodity in market (Prykop, ., Einwiller, . and Ingenhoff,
2015). It is help to increase market share and attract more number of customer in APPLE AND
MICROSOFT market. Both the organisations is help or use some approaches for extension in
market. Some kind of approaches are as follows :-
 General extension approach :- In this approach is to be focus on introduce new
technology and knowledge is help to introduce new things in market. In this way new
technology is help to increase the market share and number of customer in market.
 Commodity specialisation approach :- In commodity specialisation approach is help to
increase production extension, research, input supply and price. It is help to increased the
numbers of customer in market (Riley and et.al 2016). In this way research work is most
important in work place. In this way, research work is help to introduce new things in
market.
 Training approach :- In this approach is help to provide education for new politician
and about the subject matter. It is one of the most important part and help to modification
the development rate in market. Close links are kept up between inquiry and time lag.
Agents are only participating in practical application transferral. Success is attendant to
plication in the presentation of special output or good.
 Cost sharing approaches :- In this factor cost sharing approaches is most important and
improve at the time of extension approaches (Balmer, . and Wang, 2016.). In this kind of
approaches is focus on to share cost with who will encourage an announcement that is
more liable to just local determine and where postponement broker are more responsible
to localized involvement. In this kind of approach is help to increased the growth rate and
marinated the unwavering of carrying into action in APPLE AND MICROSOFT market.

All such kind of approach is help to increase the market share and increased the movement in
APPLE AND MICROSOFT organisation need. It is help at the time of extension organisation in
different level in market. In this way organisation is to be focus on collaboration factor.
 Collaboration :- In collaboration means when two or more than two people is agree to
work together in market. It is to be focus on realize and achieve goal in market. It is focus
on the action of working with someone and produce something's in market. It is help to
increase the market share and remove and wrongful work in work place. It is help to
manage the internal and external working environment APPLE AND MICROSOFT.
Cooperation is a employed practice whereby idiosyncratic work collectively to a public
intention to succeed enterprise welfare (Balmer, and Wang, 2016.). Collaboration
enables individualist to work collectively to achieve a characterised and individual
business organization intention. It is help to working with someone to produce something
in organisation. It is help to increase the market rate and increaser the market share to
improve growth rate.
 Brands are reinforced :- In brand reinforced is to be and activity to associate with
getting with customer who are tried with the brand to purchase good and provide services
in market. In this way organisations is to be focus or attract new level of customer in
market. It is key objective of growth stage of product life cycle. In this stage customer is
not attracted more number of customer and indefinite quantity the growth rate in market.
In this stage APPLE AND MICROSOFT organisations is focus on some new products in
to be introduce or some changes in existing product in market, so customer is to be attract
the more number of customer in market (Bravo and et.al 2017.). In this way focus on
more and more attention and modification of changes in market. Re-enforce a brand is
unremarkable explored by creating more or lesser brand cognizance. Marketplace study
and spread out buyers brought about brand callback and acknowledgement, with the
intention to up the strength, formability, and individuality of their custom-made trade
name subordinate. It is help to manage the workings condition and improve the growth
rate in market.

LO 4
P.5 Techniques and brand value
In this context organisation is to be focus on some techniques to improve the growth rate
in market. In this way focus on brand measuring techniques to ameliorate the level of carrying
into action in APPLE AND MICROSOFT market (Riley and et.al 2016). Brand measurement is
to be focus on brand awareness in market and how many customers is to be used products on the
particular brand in market place. In this way brand measurement is to be focus on some
techniques are as follows ;-
 Direct traffic techniques :- In these techniques is to be focus on direct traffic techniques
to improve the level of performance on organisation site. This is a measuring of the
amount of visitors that seed to your internet site through point-blank pilotage via a
spectator or through with a bookmarker (Kristal, , Baumgarth, and Henseler, , 2016).
This is a good index number of the definite quantity of grouping that are cognisant of
your trade name and pick out to expend their instance visit your internet site on APPLE
AND MICROSOFT. It is help to increase the number of customer is to be visited on site
and purchases a product online.
 Brand tweet tracking :- In this kind of tracking is help to measuring the different
products and serves like and dislike by any person on social site. It is help to measuring
the level of techniques to improve the value of brand and increase the number of
customer in market. The explanation this is a bully measuring of brand consciousness is
referencing the APPLE AND MICROSOFT organization Twitter Grip exhibit that the
Tweeter can request your organization or marque name while in the inside of causing out
a subject matter on Twitter. It is help to increase the brand value and increase the griot
rate in market.
All such kind of techniques is help to increase the market plan and analyses the organisation
performance in market. In this way, good index number of the definite quantity of grouping that
are cognisant of your trade name and pick out to expend their instance visit your internet site.
 Brand valuation :- In brand valuation is one of the most important and help to increase
the market growth. It is help to estimate the total financial value of the brand and growth
rate of brand in market (Kristal, , Baumgarth, and Henseler, , 2016). In the valuation of
brand is help to remove confection and increase the level of production in market. It is

the most important and maintained the growth rate in APPLE AND MICROSOFT
organisation. Brand appraisal is the business of approximation the total commercial
enterprise economic value of the marque. Like the evaluation of whatever commodity, or
person review, a group action of involvement survive if those that value the marque also
were participating in its creative activity. It is one of the most important part in APPLE
AND MICROSOFT organisation. It is help to increase the growth rate in market and
achieve target market need in working environment.
 Brand equity audit :- In this context is to be focus on the current brand position and help
to improve the level of performance in market. In this context is to be focus on internal
and external working environment and measuring the valuation of brand. It is help to
completed analyses of market position of APPLE AND MICROSOFT organisation. It is
help to improvement and new development in brand in to be done (Kristal, , Baumgarth,
and Henseler, , 2016). It is help to measuring the techniques' ion organisation and
indefinite quantity the growth rate in market. It is help to understand the financial
profitably and improve the growth rate in market. APPLE AND MICROSOFT both
organisation is one of the best organisation to increase the market growth and achieve the
organisation objective in market. It is help to make some new strategies for future
improvement and marinated the growth rate in market.
CONCLUSION
Form the above report is to be focus on the brand equity and key elemental of strong
brand in market. This report is assists to focus on two big brands are APPLE AND
MICROSOFT organisations. In this report is to be based on extension approach to help at the
time of expand the market in different level in market. As per the above report is to be based on
the brand equality and brand valuation is help to improve the future performance of the brand. In
this report is based on the collaboration means when two or more than two people is agree to
work together in market. It is to be focus on realize and achieve goal in market. It is focus on the
action of working with someone and produce something's in market. Form the above report is
based on the portfolio management is one of the most important factor and help to meliorate the
plane of carrying out in market. In portfolio management is help at the time of investment in
market place and improve growth rate in market.