BRAND MANAGEMENT INTRODUCTION 1 TASK 12 "BRAND IS POWER" 3 TASK 26

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................2
“BRAND IS POWER” ..........................................................................................................3
TASK 2............................................................................................................................................6
1. Organization's brand portfolio strtategy.............................................................................6
2. Illustration of hierarchy management of brands within organization's portfolio...............8
3. Strategies used for managing the equity of brand within the organization's portfolio.......9
TASK 3 .........................................................................................................................................10
1. Strengths of leveraged brand............................................................................................11
2. Weaknesses with possible suggestions to remove them...................................................11
3. Collaboration and partnership agreements.......................................................................12
TASK 4..........................................................................................................................................12
Various techniques for measuring and managing brand value.............................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................16

INTRODUCTION
A brand refers to a name or identity of an entity that it uses to distinguish itself from
other companies. It is valuable for an organization as it has a specific price and has a major
contribution in revenue generation. Brand give identity to an entire corporate as well as to
individual product and service (Batey, 2015). These are protected from misuse by registering
them with government agency. Brand management is the process of managing tangible features
such as product itself, price, packaging etc. and intangible characteristics such as emotional
connections of customers with product/service. It is an activity of marketing in which various
techniques are used to increase perceived value of product line or brand over a span of time. The
chosen companies are Coco Cola and ZARA having their headquarters at United States and
Spain, respectively. The file covers importance of brand, brand portfolio strategy, evaluation of
strengths and weaknesses of a particular brand and evaluation of techniques used for measuring
and managing brand value.
1

TASK 1
2