Brand Management Assignment

This brand management assignment provides a detailed study on the concept of brand positioning, its significance in creating a unique impression of Nestle products and services, and how it differs between domestic and global markets. The assignment also explores the impact of government issues and interference on business operations and the importance of managing resources for future growth and profit.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
LO1.................................................................................................................................................1
P1 importance of branding tool as a marketing tool...................................................................1
P2 key components of successful brand strategy. ......................................................................3
LO2..................................................................................................................................................5
P3 Different brand strategy of portfolio management, brand hierarchy and brand equity.........5
LO3..................................................................................................................................................6
P4 Brands are managed collaboration and in partnership both at global and domestic level.....6
LO4..................................................................................................................................................8
P5 Types of techniques for measuring and managing brand value ............................................8
CONCLUSION ...............................................................................................................................9
REFERENCE:................................................................................................................................10

INTRODUCTION
Brand management is process of improve and develop brand perception. Management
makes a positive relationship between the customer and product. The company includes different
tangible element for the brand. Brand management improve productivity, product price, build
customer satisfaction. It involves Cost, composition, marketing, market share and sales. Nestle
include baby food, coffee, tea, medical food, dairy product, pet food ice cream, and snacks. the
company mostly concern milk product, snakes, and chocolate. Nestle is a food making compay
that will be founded in 1905 by Henri Nestle at Switzerland. The company provide there
customer healthy and testy product. Nestle manufactures product quality is internationally
famous brand like as NESCAFE, MAGGI, MILKBAR, KIT KAT, BAR-ONE etc products are
provided by company. The Nestle work for the providing customer food services and snakes
services. The company will be work for the customer satisfaction. The company will be provide
wild range services for the customer. The company will be work provide many products and
services for the customer satisfaction. The company also work for the employee and there skill
development. Report will analyse and highlight importance of branding as a marketing tool.
Furthermore, it will explain key components successful brand strategy, brands are managed
collaboration and partnership at a domestic and global level. Report will describe different brand
strategy of portfolio management. The brand management create the customers trust for good
and service, It helps to generate the revenue, increased markets shares, improve sale and
productivity. It will make a unique and interesting brand image. The branding as the marketing
tool has emerged in the business organisation. Branding help recognises the organisation logo .
The Branding supports the advertisement for the company development. The Branding help
company to inspire employee for the company development. The successful brand management
work for the company improvement customer Target Audience, Brand promise, Clear vision for
brand perception, Brand value, Brand voice and Brand positioning. the brand value is defined the
company image. the brand value decided company share and growth in the market and it also
defines customer satisfaction. he companies Nestle use their product hierarchy according to
customer need and requirement. he companies Nestle use their product hierarchy according to
customer need and requirement.
1

LO1
P1 importance of branding tool as a marketing tool
Brand it is the thing which are used for the business marketing from which the NESTLE
would be attract to the customer towards them to increase their business. The organisation can
promote to their brands by advertising in front of the customer.
Importance of the branding :-
Branding is very important in order to change perception of consumers and attracting
more people towards brand. Product and services create consumer preference, increased revenue,
marker share, productivity, profitability by commanding a higher price, attract new customer,
inverter. The most important feature of the nestle is brand of the product. Because the brand of
the product it may helps to the organisation to improve shares in the market, profitability, and in
the value of the business((Du Preez and Bendixen, 2015.). Branding requires a larger number
of the amount to invest but if once the organisation invested then it can be survive for the long
term in the market There are some another importance features of the branding which are
described below:-
It creates the customers trust for good and service-
It helps to generate the revenue and increased markets sharesIt helps the company to sale
product -Makes a unique and interesting brand image- There are larger numbers of products
are presented in the market due to which the consumer gets confused. While purchasing the
product the customer prefer for the brand of the nestle because it can be trusted on the product
easily
It helps to generate the revenue and increased markets shares-
In that nestle use extensive marketing or branding that company market share and
revenue increase. The firm can become strong than before. It can help to enter new market
It helps the company to sale product -
When the product suddenly comes into the market customer can't believe on the product
very easily. The brand of the nestle which was very familiar with the customer in the market so
they can easily trust that firm because people must prefer nestle brand product
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Makes a unique and interesting brand image-
Nestle use unique and attractive logo for attract customer. Unique brand image rest, will
attract competitors are not able to compete.
The branding as the marketing tool has emerged in the business organisation :-
Some benefits for the Nestle business when introduced brand of the company into the market.
Branding help recognises the organisation logo -
There is one of the major part of the brand is logo and its design. Its set mind of the
customer for remind the brand easily because the professional logo its not easy to remember. So
the Nestle makes the easier logo to give the good value of the organisation.
Branding supports the advertisement-
It is an important component of Nestle because it may help to bring the brand in front of
the customer to set up their mind for the organisation and product. When the logo of
organisation is unique then the customer would get affected by it and attract towards it by
advertisement.
Branding inspires employee-
Some people just requires works to do. When the newly employee enters in the business
organisation and it understands the rules of the organisation then also feel same pride to achieve
goals like the another employee(Abrahams, 2016.). Branding has supported business in
creating positive brand image in the mind of consumers. Companies involve effective marketing
strategies in order to raise brand reputation in market. Social media platform, advertisement,
post purchase feedback of consumers help in implementing branding in business practices.
P2 key components of successful brand strategy.
Brand strategy aids in improving business image. Brand use for improving productivity
and customer satisfaction. Brand is the name or design of organisation product. Key components
help to identify brand image, character, culture, personality and brand soul. The brand strategy
allow customer and marketers to increasing brand image.
3

Key components of successful brand strategy are defined below:
brand Awareness:
brand awareness refers to thee company's target customer. The company target customer
and audience in different manner like business to customer, business to business. Nestle target
audience in business to customer that consumers are who are mostly like use there product. And
in business to business the company target awareness of there brand that buyer who most likely
buy there product and services(Heding, 2015). Some time the company make product according
to age group. In this the Nestle make baby product for the new born baby. Make milk chocolate
for different age children, young generation and old customer.
Search engines
Brand strategy of Search engines is the massage for the customer by the company. In
that company want to achieve consumer trust. Nestle think when customer trust their services
then company brand image improve. The company provide customer services according to
customer need.
Clear vision for brand
company have a clear vision for improve productivity and achieve market strategy. The
company Nestle have a vision to covered all costumer and provide their product. The company
set product target according to customer demand. For the improvement of product vision the
company make research for analysing customer need and satisfaction level. The company vision
is clear for the increasing market sale, share and brand image. The Nestle company want to
provide there customer product according to need and requirement.
Brand perception
Brand perception is the analysing customer need and expectation of the company
services. The company Nestle want to know customer need and requirement for their services.
So the company make research and make change accrediting consumer importance. The
company want to know what customer want in future and what is expectation of consumer.
(Urde, 2016).
Brand value
4

the brand value is defined the company image. the brand value decided company share
and growth in the market and it also defines customer satisfaction. It considers future earning
directly to the brand in current use. Brand value is intangible asset of business, it helps to make
differentiation between the company book value and market value.
Social media
Social media is process to analysing how many customers are trying to using company
product and they are satisfied or note. It is expression of the brand word and styles for customer
uses. The brand voice gather sample content, create voice chart( passionate, authentic).
Brand positioning
brand position define market strategy and aim to make brand position. It also refer
product, service, or brand a particular consumer need. The brand positioning creates a unique
impression of Nestle product and services. Nestle create brand position in customer mind so use
different element target customer, brand promising, and customer believe. Many components are
including in making good brand positioning. These components are products and services
attractive logo, packing, design and brand equity(Jugenheimer,2015). Company takes support
of cost positioning strategy in order to enhance its market reputation. This assist firm in creating
unique brand reputation in market.
LO2
P3 Different brand strategy of portfolio management, brand hierarchy and brand equity
Brand strategy is a plan for the organisation development, make successful brand name
and achieve goal and objective. The brand strategy is the long term plan for improve brand
image. Nestle follow the different brand strategy for make successful business running. In all
aspects business directly connected consumer needs, emotions and competitive environment.
Nestle make brand strategy plan for encompasses specific, long term goal. It will be combined
company success. The company use portfolio management, brand hierarchy and brand equity
strategy. the company provide there customer different portfolio for attracting there customer
and services. Brand strategy of portfolio and hierarchy strategy help company and customer for
the providing better services.
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Brand strategy of portfolio management.
Portfolio strategy define company services role and relationship with customer. Portfolio
means multiparty brand, products and services combination. Nestle operate multiple different
services and products according to customer need and requirement. Demand of customer and its
importance to new brands needed to meet business goal. The company faces different challenges
of brand portfolio strategy(Du Preez and Bendixen, 2015. ).
In that define brand role in the organisation. In that the company make new product and
services according to the consumer need and demand. The company think long term portfolio
brand management. In that the company managing many challenges by allotted resources and
future growth and profit. . Qualitative approach also be effective for the managing portfolio
brand management(Barrow and Mosley, 2014). company use different portfolio management
strategy.
Active portfolios management strategy : it define a particular management strategy for
generate return for beat the market. In that higher cost for taking advantage of market
inefficiencies.
Top down approach:
in that company top level managers and employee observe market and decide sector and
industries. Nestle make decision on the sector for selecting basic company performance in the
particular sector(Solomon, 2014).
Bottom up:
in this approach company consider market condition and expected trend. the company
evolution of strength of product and services.
Passive portfolios management strategy: it will best define marker efficient and is is possible
to compete market on regularly based time and investment.
Efficient market theory:
information effect on market and investors. That information type consider market
evolution of market share.
Indexing:
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in that index make efficient theory for creating portfolios for taking fund advantage. The
index offer benefit over the management fund and transaction cost.
Aggressive portfolios:
this portfolios provide high return and rewarded along big risk. in that portfolios
company have collection stock of company of different size risk.
Brand hierarchy
brand hierarchy summarized company brand strategy. It will be show the name, number,
nature of product and services. The brand hierarchy moving from top to lower level services.
Brand hierarchy is realization of product can be branded in different product brands and
elements. the brand hierarchy divide Nestle product and services(Kotler and Gertner, 2014). The
product are divided in the master brand, endorsed and individual brand products. The company
Nestle use their product hierarchy according to customer need and requirement. The high brand
hierarchy technically involve there brand. For the legal reason the company use brand almost
product services packing, designing.
Brand equity management
the brand equity management is the process of analysing the value and strength of the
brand and brand worth. The brand equity define the consumer knowledge of brand and response
of product and services. In this consumer have option to select services. Nestle deicide some
perimeters for the evaluating brand image. The company fellow many brand hierarchy
management system. The system are customer based brand Equity in that company understand
customer need and requirement. The customer based define the consumer response, consumer
brand knowledge, and barn position(Du Preez and Bendixen, 2015).
Source of brand equity is the high level consumer awareness of the product and services..
In the brand equity the customer and company Nestle have many benefits. The customers are
loyal for the nestle product services. Nestle faced less competitive market and action. Large price
margins, vulnerability to marketing cries. According to consumer need and satisfaction the
consumer demand elastic and inelastic response increases and decreases.
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LO3
P4 Brands are managed collaboration and in partnership both at global and domestic level.
Partnership is contractual relationship between the two parties. In this two company
parties have start work and share responsibilities. But in the collaboration the company have no
legal contract and bonds for the together working. In the partnership the company have equal
share for the profit and loss.
In domestic market Nestle work in partnership for the providing better customer services.
So the company provide there employee training, in the language skill, customer services and
brand management(Abrahams, 2016). At domestic level the company have to provide there
employee better environment. In domestic market Nestle cover a large area for served services
and product. Nestle faced less government issue and interference in the product and services. But
the company use limited technology. Nestle sell their product and services in the local finance
market that time the company have to breed low risk factor.
Nestle make many products but in the domestic market the company need to develop new
product and services because the customers test almost same and the company know there test so
the company have no required high level research. In domestic market with there competitive
and economic issue in not a big deal for the Nestle. In that the company faced some political
issue and problem and. Product strategy and product planning are decided according to customer
satisfaction. When firm work in the partnership the company provide better services their
customer. the organisation work in collaboration that time the in some chance the collaborative
company not work according to rule and stop there services any time.
Global market company Nestle product, promotion, distribution and selling are according
to global country's. In the global area Nestle served product and services at large level. In the
international market Nestle faced government issue and interference (Singh and Uncles,
2016). the company operate there business many countries. Global market the company have
knowledge new and latest technology so the company use this technology and the company use
latest technology for the providing customer services. Nestle require a large number of capital
for the product promotion, packing and designing. In the global marketing the company
employee have developed communication skill, and accept that country culture. The company
have high risk in the different factors culture, political, employee dispute, regional and other
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minor factor. The company have to decide product mix according to international market
requirement. In the global market Nestle work in partnership that time the company work essay.
The company at the global level use mostly partnership contract for the long term business
running.
Strategy of brand management:
process: company working process is secure and easy for customer satisfaction. Suitable
process help to achieve target and goal.
Information technology: company use new technology support for manage production
services. It help company member archive and evaluate important information.
Culture: culture will be define collective value and principle of organisation member. It will
character and personality of county culture. It make business value, tradition, beliefs and attitude
of the employee.
LO4
P5 Types of techniques for measuring and managing brand value
Nestle want to analysing brand value for measuring the company growth and managing
brand value. The brand image cover all market position and brand worth. The company uses
different technique for manage company services(Malhotra, MacInnis and Park 2015 ).
Brand valuation
Brand valuation is the process to calculate the value of brand. Nestle evaluate future net
earning that can be attribute directly for analysing current brand value. This method use equal to
present value of income.
preference metrics
Nestle provide there services consumer preference company measure product and
services according to age group, need, requirement and satisfaction. In that company include
brand relevance. Accessibility provide target market with product and services. Some consumer
is emotional connected Nestle product and these customers are loyal for the using Nestle
services.
output metrics
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the output metrics measure marketing activity and consumer loyalty. Marketing measure
nature of customer for the brand. Local market campaign and assets utilization for taking market
output. The company improve product and services promotion and advertisement. The company
provide free sample services, extra product, offer services for attract customer.
competitive metrics
the competitive market provide direct influence on brand equity. Competitive metrics
analyse the competitor strategy and how to make company strong strategy for manage brand
value. The company make metrics for analysing competitor product rate, market share, rate of
interest of distribution channel(Riley Singh and Blankson, 2016). The company improving
brand position make interesting brand promotion, brand story.
CONCLUSION
From the above study it has been summarized that company measure brand importance
and marketing tool for the business practise, It helps to generate the revenue and increased in the
markets shares, distribute of there product. creates customers trust for good service. Important of
the brand Makes a unique and interesting brand image attracts investor branding as the marketing
tool has emerged in the business organisation, Branding recognises the organisation, Branding
supports the advertisement, The company uses different key components that help company to
analyse customer requirement target audience, brand promise, clear vision for brand, brand
perception, brand value, brand voice, brand positioning. Company use different brand strategy
for analyse market and consumer requirement, the strategy portfolios management, brand equity
management and brand hierarchy. At the above study we find the output metrics measure
marketing activity and consumer loyalty. Marketing measure nature of customer for the brand.
local market campaign and assets utilization for taking market output. The company improve
product and services promotion and advertisement. At the company will be include brand
relevance. Accessibility provide target market with product and services. The company fellow
culture for the collective value and principle of organisation member. It will character and
personality of county culture. In all study we find customer will be use brand according to
position define market strategy and aim to make brand position. It also refers product, service, or
brand a particular consumer need. The brand positioning creates a unique impression of Nestle
product and services. When company work at domestic level that time the company At domestic
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level the company have to provide there employee better environment. In domestic market
Nestle cover a large area for served services and product. Nestle faced less government issue and
interference in the product and services. But the company use limited technology. And company
worjk at global level that time the company work In the global area Nestle served product and
services at large level. In the international market Nestle faced government issue and interference
(Singh and Uncles, 2016). the company operate there business many countries. The company
think long term portfolio brand management. In that the company managing many challenges by
allotted resources and future growth and profit. .
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REFERENCE:
Books and jurnal
Heding, T, Knudtzen, C.F. and Bjerre, M., 2015.Brand management:
Research, theory and practice. Routledge.
Elliott, R.H. Rosenbaum-Elliott, R., Percy, L. and Pervan, S. 2015.Strategic
brand management. Oxford University Press, USA.
Jugenheimer, D.W., Sheehan, K. and Kelley, L.D., 2015.Advertising media
planning: a brand management approach. Routledge.
Solomon, M.R., Dahl, D.W. White, K. Zaichkowsky, J.L. and Polegato, R.
2014.Consumer behavior: Buying, having, and being(Vol. 10). London:
Pearson.
Urde, M. 2016. The brand core and its management over time.Journal of
product & brand management, 25(1).
Du Preez, R. and Bendixen, M.T., 2015. The impact of internal brand
management on employee job satisfaction, brand commitment and
intention to stay.International Journal of Bank Marketing,33(1), pp.78-
91.
Lane, R. and Andersen, A., 2015. Brand Loyalty and Brand Equity:
Implications for Business Strategy and Brand Management.
InProceedings of the 1995 World Marketing Congress (pp. 142-151).
Springer, Cham.
Abrahams, D., 2016 Brand risk: adding risk literacy to brand management.
Routledge.
Zhang, Y., 2015. The impact of brand image on consumer behavior a
literature review. Open journal of business and management3(1).
Singh, J. and Uncles, M., 2016. Measuring the market performance of brands:
applications in brand management.
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Beverland, M., 2018. Brand Management: Co-creating Meaningful Brands.
SAGE.
Malhotra, N.K., MacInnis, D. and Park, C.W. 2015 Brand meaning
management. Emerald Group Publishing.
Riley, F.D.O., Singh J. and Blankson, C. eds.2016 The Routledge companion
to contemporary brand management. Routledge.
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