Branding and Marketing Research Analysis

The provided document is a compilation of various branding and marketing research studies. It includes topics such as city branding, destination brands, smart cities, and luxury fashion brand management. The studies are from reputable sources such as journals and books, and provide insights into different aspects of branding and marketing. The document appears to be in the format of a past paper or solved assignment, suggesting that it is intended for students looking for reference material.

BRAND-MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as a marketing tool and its emergence ...........................................1
P2 Different components of brand strategy and handling brand equity......................................3
TASK 2............................................................................................................................................5
P3 Different strategies of portfolio management, brand equity and hierarchy management......5
TASK 3............................................................................................................................................6
P4 Brands are managed collaboratively and in partnership as well............................................6
TASK 4............................................................................................................................................9
P6 different tools and technique for evaluation and management of brand value......................9
REFERENCES .............................................................................................................................11
Books and journals....................................................................................................................11

INTRODUCTION
In this modern world, the competition is on the peek side and in such situation companies
are working hard to compete so that they can earn higher amount in better contrast as well. There
are various marketing tool is that which make them to analyse various position and customer
perceptions as well. Although, different and numerous view also consider several things like
costing, supply and demand and customer satisfaction as level (Ashworth and Kavaratzis, 2010).
Moreover, placement and advertising is such which make company to bring out a positive image
in the market area. The report is based on Samsung and Sony which deal in electronic items from
last so many years and satisfying million of people with their product and service. Organisation
is having various stores around the world. Samsung founded in year around 1938 by LEE
BYUNG-CHUL and Sony was founded in approx. 1946 by MASARU IBUKA and AKIO
MORITA. Assignment will include different strategies which is required to bring a marketing

tool in proper way and thus it will allow to use the portfolio management and brand hierarchy as
well. Although it is such which collaborates the several kind of measuring techniques through
efficient working can be done in time period.
TASK 1
P1 Importance of branding as a marketing tool and its emergence
Brand:
The term “Branding” is a kind of marketing strategy that deals in creating unique image
and name of the product in the minds of target audience, mainly via advertising or promoting
campaign. Their main aim is to develop a differentiated and significance presence in the market
place that retain and attracts loyal consumer (Bigné, Currás-Pérez and Aldás-Manzano, 2012). In
simple words, brand is a design, symbol, logo, term or combination of all that distinguish the
product from competitor's product.
In today's competitive world, where thousands of products are available in the market
that satisfies the needs and wants of consumer, a brand maintains unique position in the market
that makes easier for an organisation to attract attention of potential buyer. In general a brand
name can generate & stand for trust, faith, mass-market appeal, loyalty, depending upon how it
has been advertised, promoted or marketed.
Importance of branding as a marketing tool: It is an essential aspect of marketing
process of any goods and services. In today's era, every product has ample competitors who also
provide the same product as they does. Branding not only deals with getting target market, but it
also assist in giving competitive edge to company over their rivals by making them the sole-
provider of specified goods or services that fulfils the desire and needs of buyer in a significant
manner. From the last 79 years, Samsung is fulfilling the requirement of their target customer by
offering unique products (Brodie and et. al., 2013). With the help of branding, Samsung is able
to understand the likes and dislikes of their consumer in an effective and efficient way. For
instance, For its S8 Galaxy their new brand strategy is “The new normal” which aims at
designing iconic identity. They keep changing their business practices as per the demand of
customers. Listed below are the importance of branding:
1. It encourages recognition: With the help of Branding, Samsung can hold its distinct
position in the market place as compared to its competitors. It has been figured out that,
customer buys product and services from the company, who owns strong goodwill and

market position. For instance, From the past 78 years, Samsung is considered as the
largest provider of electronic and home appliances as they are selling consistent products
in the market which entitles them to become familiar with their potential customer.
2. Brand promotes competitive advantage: In the world of higher competitiveness, it is
primarily important for all business concern to hold great position and image in the
market as well as in the eyes of buyers. The main competitors of Samsung are L.G, Sony,
Whirlpool (Buil, De Chernatony and Martínez, 2013). As the cited entity holds good
reputation and image in the market, this gives them the advantage of higher competitive
edge.
3. Brands set expectation: In the modern scenario where everything is rely on expectation
such as teacher promises to educate student, restaurant promises to render food etc.
Similarly, company's are also liable to fulfil the desire or expectation of their customer.
For instance, Samsung has launched its new mobile range with curve edges which makes
it look attractive and unique.
Sometimes, people got confused between product and brand. Both aims at meeting the
requirement target audience in an effectual manner. Mentioned below are the difference between
these two terms:
Product Brand
 Product has been originated by business
enterprise.
 High chances of copying from
competitors firms.
 With the span of time, product may
become obsolete.
 It may be in the form of intangible or
tangible
 It is generally developed by customers.
 It is unique.
 It become timeless with the passage of
time.
 It is usually intangible.
Brand Equity:
Brand equity also includes the values and strength in working and it also decides its
worth as well. It is something which can be defined as various impact and it also inlcude the
knowledge of brand and thus it also sees brand response in marketing as well. Brand equit

nonetheless exisys thus as consumers choice in market, although such concept came up into
mind when choices are required to be made by customers in between product and services.
The concept of Branding was introduced in pre-historic times. They initiate with creating
a unique brand for farm animals. Further various archaeologist used the term for branding
products like antiquity and art craft. In 19th century, people start creating their own brand often as
it provide high competitive advantage in the market (Christiaans, 2012). From there the concept
of branding comes into existence and entitle almost every organisation to start using this concept.
With the help of this platform, companies can establish direct relationship with its buyers and
retain them for longer period. Samsung yields most of its revenue from its strong brand image in
the eyes of consumers.
P2 Different components of brand strategy and handling brand equity.
Samsung is the company who make their strategy and decision on basis of customer
requirement and with such they attain higher profitability. Samsung and Sony is that brand who
wants to keep their product and service on top priority so that they can make their place in the
minds of ultimate consumers easily. Moreover, firm uses the qualitative criteria to measure the
goodwill and reputation in market and thus this also convert such thing to attain their goal and
objective in effective manner as well (Dempsey and Gruver, 2012). Therefore, selling side of
company also give their helping hand in increase the profit as mainly entities try to bring a
positive relation among the customer and themselves. Some of the thing which help to have a
better brand strategy in market and such as follows:
Public relation: This criteria is such which help companies to earn higher profit in
proper way. Moreover, it has seen that if firm is having a better relation in market then it always
attract many customer towards the company so that organisation can sell their products and bring
up sales as well. Satisfying clients, company through fulfilling their demands and needs always
have a better relation with public and whenever a new product or model comes out million of
people goes with such only because its in the mind of customer that Samsung is Brand and they
will manufacture quality items only (Esch and et. al., 2014). Although, this is that which make
entity to attain their goal an d objective in better way.
Digital marketing: This is something which make company to promote their product and
service in right prospect. As not only Samsung and Sony every company knows that most of

population is on internet and their only they can see the advertisement of this brand only.
Moreover, Samsung and Sony is such company which produce the different products with
innovation and creativity with the unique feature in them and thus for such they uses digital
marketing for attracting many of customer towards their goods and services. This platform is
such in which cost is minimum in comparison to they earn in higher manner. Hence, both firms
is also somewhere changing their working environment and according to change in market only.
Social media: This is something which provides a better platform to various company
and they can promote their product and service in ease criteria. Although such thing help to bring
a positive scenario of goods and services which make them to earn higher profit as well
(Gratwohl and et. al., 2011). Therefore, it is a mindset of million of people that any information
or data they want to gather for such they always move towards social media to collect all. Social
media is helping firms to increase their sales and profits. Normally, this concept is used to attract
large part of customer and influence them to buy and have a fantastic experience with their
product.
Samsung and Sony both uses various factors to bring and build brand equity.
Brand equality is such which is also known with name as brand value and although value
is that which is being determined with the perception power of customer and their experiences as
well as well of brand.
Communication: The content both firms are using should be attractive and should be
related to product and company only. Communication can be done by entities with various
criteria and such thing make business to provide important message to large population in
effective manner. Samsung and Sony mainly target the youth segment in which competition is on
higher level and with such thing firms earns huge profits as well. Moreover, communication is
the backbone of any organisation and taking feedback from consumers help them to improve
their service and working as well (Hanna and Rowley, 2011).
Strategy: Strategy is being made by company after having research of market so that
they can make it more competitive although strategy is such which help firm to work in right
direction to attain their vision and mission with the goal and objective of entity. Producing
according to needs and wants of customer make them to satisfy in correct per-forma. Through
strategy a healthy relation and working can be brought in company as well which help in
increasing the performance of employees as well.

The CBBE model and steps of development of brand.
This model is being developed by the Kevin Lane Keller, this model says that company
goes with promotion just because to make customer aware about product and service in market
although eastablishing the brand help in perception and pleasure as well and such thing help in
using item as well.
Brand identity: This include customer and their ability which figure out certain product
and their offerings as well.
Brand meaning: Brand is thus which also help in eliminating the misrepresentation of
different users and it is also accomplish variosu targets in better manner as well.
Brand response: Entity can earn higher amount of revenues and income which help to
make aware about features and benefits of product.
Brand resonance: Although this include all such which enhances the image in respect to
brand of the rival companies as well.
TASK 2
P3 Different strategies of portfolio management, brand equity and hierarchy management.
Brand management is mainly a process of creating the awareness and meet the customers
desires and the expectation is something with effective product and services. Moreover there are
many company who uses such thing for getting success in market. Although Samsung with this
is also earning higher profit and revenues in great manner (Hollebeek, 2011). Samsung also bing
many innovation and strategies which help them to maintain their image in the company.
Therefore, the companies are manufacturing various electronic goods and mobile phones which
is satisfying the needs and desires of customers. This is such where the company brings various
strategies to perform better and use the condition of working in right contrast. Strategies for the
branding are as follows:
Portfolio management: This is also known as the most effective strategies for big firms
and the large organisation as well. This is that strategy which is being used by large working
organisation and thus company also operates in the multiple brand and various extension. This is
that which help company to collaborate and bring coordination as such this help in achieving
higher result in better manner (Hwang and Kandampully, 2012). Samsung has to work
according to the change in environment and to understand it better consider these things:

 Defined roles of brands: It is required by organisation to have a defined roles and
responsibilities with the goals and objective of the specific brand and work hard to
achieve this. Organisation is such which is having to check various roles and thus it
makes them to have an effective manner. Moreover firm try hard to maintain their image
in market.
 Understand sub-brands: The company is trying to create a difference with their sub-
brands and thus they can create their own image in market. Moreover it is a
responsibility of firm to have identification of brands for the purpose of having a rivalry
in between their rivalry product and services as well and it should be connected with the
effective tool and technique which will support in analysing SWOT which will make to
earn higher profit as well.
 Business strategies: It is also important for various business which is being connect and
thus with this goals and objectives which make them to adopt the various strategies
which can make them to have a better working in future. Organisation make them to
have an outcome in right contrast and thus they have to work in better manner.
Brand equity strategy: In this strategy is that which can make them to have a various
factor which influence and this is making to perform in brand and product as well. This is
something which has a model keller's which make them to understand which is having a brand
equity in effective manner (Jiang and Iles, 2011). Moreover, this is being generally used by
various companies to identify the customer expectation and competitors as well. This is
something which is making them to feel the positive regarding to specific goods and services and
thus it is for achieving advantages.
Brand hierarchy: This is something which which is being helpful and thus it is briefing
with branding with highlighting the similarities and thus having a brand components. Although
the company can bring its image and somewhere goodwill as well and thus in better manner with
the help of growth and awareness in right contrast. Let understand with such point as:
 Clarity: It is something which can be used to promote the clarification and in hierarchy
part as well and it also used to offer best at the global level as well.
 Leverage: Although the organised and thus in effective manner and thus internal
management which is making them to provide leverage which will help in making a
effective decisions and it will make in expanding business according to market scenario.

Elements of brand hierarchy.
For apple:
Umbrella brand: Entity is using such which make them to increase the sales of product
and it is requried to see that it should not be similar to brand extension as well. Although
Samsung is creating equity by providing choice to customer.
Products: Samsung is serving millions of people with their brand and products as well
and thus they offer goods like mobile phones and laptops, electronic items which inlcude many
other things as well. Although company also follow their policy and schemes as well.
For Sony:
Umbrella: Company uses those strategy which help firm to have an effective working
whih make them to have a variety of product and services as well and satisfy their customer and
services.
Product: The brand is such which provide phones, laptops and TV and many other
electornic items as well.
TASK 3
P4 Brands are managed collaboratively and in partnership as well.
Brand is such which is a important criteria for the managing of company and somewhere
it is used to achieve the higher revenues and the growth in market. Moreover, the firm and font
of customer is such which is related with people and having a good relation with them. Samsung
is such which develop and manufacture and license and also sell mobile phones and various
electronics items as well (Kavaratzis, Warnaby and Ashworth, 2014). Although this company is
also having a many competitors like APLLE and SONY as well. Moreover, it is also being
necessary to adapt the various changes and to compete the strong and peek level competitors.
Although it has seen that brand management is such criteria which help company to have a
competitive advantages. Hence company try to use various things which can help in building the
image through collaboration and maintaining the brand in better manner.
Brand extension: It is being defined and having a extending criteria which can help in
making a name and launch a various goods and services with modification in the goods and
services. Samsung is using such concept as this help in promoting their new product of same
brand in market. Moreover Samsung is the among oldest smart phones in world and serving
millions of people with their product and service which is making to satisfy their customers in

right contrast as well (Li and Kambele, 2012). As this is something which can be used by
company in their brand extension strategy which can help in developing the brand name in
correct format and thus it makes them to have an effective manner.
Leverage: In this, company is taking their decision in better manner and although it is
expansion and it helps in product and services in proper manner, having class and try to enter in
the new products and services in their product category as well. It is like very useful criteria and
thus it is king of essential thing and support the launching and also make to introducing in
various product and services and it is having its different sense of familiarity and it also carry out
the positive brand and features as well. Samsung has brought various product for the customer
according to their expectation and desires as well. Having research by company does also help
them to have an effective working in better manner as well with such entity can attain their goal
and objective in proper manner as well.
Strategies and approaches for the extensions of brands.
Organisation and there product are also somewhere associated with the several core
products in right manner and thus Samsung is among the list of top 10 and company is serving
million of people with the various model of mobile phones and electronic items. It ha also seen
that in market there are major competitors are also there which is being there in same field as
well. Moreover, firm has to choose the best strategy to compete in market and make themselves
to survive in market as well (Lucarelli and Olof Berg, 2011). Although entity is also bringing
innovation and creativity in their product and services which is making them to attract the large
customer as well and it makes them to have number of audience and it also provide them to have
service and increase satisfaction level of consumer. Firm does also use the promotional tool
which is helping the to have a advertisement although commercial ads as well with the meetings
and conferences as well in better manner although. Although the main objective of firm is to
maintain the brand level and value of the position in market (Merrilees, Rundle-Thiele and Lye,
2011). Brand extension is that strategy which is also support in having a growth and also making
them to generate revenues, some of the strategies and approaches are those which is having more
strategies and having approaches and making them to help in measuring the extension and
having a new extension as well.

 Brand imaginations: In this, company is also make decision which is made regarding to
the merging criteria of two or more brand in company and it is also done in appropriate
manner.
 Innovation: Although it is having the strategy which is making them to modify their
existing product and add some of unique and value for features although more and more
innovative and creative ideas can be found. Therefore, satisfaction in consumer through
product and service, by providing them to have a innovative product and service as well
large numbers of user can be found and also can be attracted as well.
 Brand portfolio management: Company is such which defines brand and also it uses
through various categories and rationale in nature and managing the brand portfolio in
better manner as well (Morgan, Pritchard and Pride, 2011). In such criteria they have a
weak brand and develop a good strong brand which is helping in increasing market share
and it also increase sales volume of entity as well.
From the above detailed thing, it can be identified as Samsung and Sony is also focused and thus
they also adopt of new technologies and having a achieve advantage in effective manner. Several
firm are there which belong to a telecommunication sector and they are also adapting various
strategy and it is such which is making them to have organisation product in right contrast as
well with this they have a business for creating demand and attract and more and more customer
so that they can have a better build and having a image of working in competition.
The company Samsung bring various changes in their working scenario which make
them to have an effective manner and thus this is something which make them to earn higher
amount of revenues as well.
TASK 4
P6 different tools and technique for evaluation and management of brand value.
Brand value is such which is having a components and thus for such they business in
market in better manner. It is such which supporting to the organisation for having decision
regarding to new inventions, innovations and company' as well which also tell about strength,
weakness and growth development as well and thus it make them in such competitive world
(Nam and Pardo, 2011). Brand value is such which is making them very much effective and
because it is such which make them to attract them for number for users and company and it is

such which make them loyal to so long term relations as well and can build them in appropriate
manner. Moreover, there are several thing which is making them to have maintenance and also
manages the brand value for the competitors as such as:
Clarification of brand value: This is such which is having a important aspect because it
is also making necessary to lucid the brand in some particular entity which is among the
competitors as well in the market place. Moreover this is such which can be classified in two
elements in better manner and those are as hard line and soft line. Samsung is such which is
having more and more effective thing which uses the tools and technique for something
generating demand in market and such thing also make them to have a adopt the adequate the
promotional strategies as well for the organisation.
Understanding attitudes and behaviour: In this, company is such which make them to
use their normally they observe the customer as their attitude and preferences and perception
which is regarding the company's product and services (Park, and et. al., 2013). Although it is
required to identify the survey and research for the finding the solution as well.
Identification for the brand value their components: Companies are such which is
using various tools and technique for the different channel and something which is promoting
their brand value as well and product and at the marketplace. It is something which can make
them to have a beneficial in attracting numbers and of customer towards organisation as well.
Evaluation in the perceived brand differentiation: In this procedure, organisation is
such which can determine the buyer and motive for the perception and having regarding to the
brand value and company is making them to have a product and services in the competitive
organisation market (Punjaisri and Wilson, 2011). Samsung which is a famous company to have
a brand image in better manner and thus it is like having more and strong competitors.
The CBBE Model for measuring brand value.
CBBE model is such which stand for (Customer based brand equity), is such which help
the company to build strong brand and this is used to make shape and it is required to make a
custmomer and to think over much for product as well. This is being used to have a specific and
positive thought in better manner and it also include feelings as well etc. Different thing is there
which includes various things like:
 Brand identity.
 Brand meaning.

 Brand response
 Brand resonance.
Various ways which help in earning higher profit as well.
Approach of increasing value: There are various steps which help in attaining higher
profit and makes to have a values and such thing are as follows:
 Cost based value: Evaluating is that cost of product which is quite important aspect which
for growth and success as well and somewhere this is used for making a asset and
liabilities as well.
 Market based valuation: Company is such which analyse the various brand which is
being used to classify the market and thus it is being used to for key factor and prosperity
and having a growth of company as well.
The current brand strategy is such which is having a better working in market and thus
both firms are having great strategy as well and this make them to perform in better manner and
this make to have a higher profit with attainment with goal and objective as well.
Moreover, the company is Samsung and Soni and their company who works according to
the competitors and thus it is kind of changing prices of products and it should be related to need
and wants as well. Although the organisation also goes with reduction in cost of production
which help firm to earn higher amount of revenues as this make them to attain their goal and
objective.
CONCLUSION
From above report it has been stated that, brand management is such which is used to
have a better working and thus it also make to create the market awareness regarding various
product and services of company and thus it makes them to have a purpose of increasing the
revenues in better manner in effective way as well. Various brand management is such which
make them to have better working as well. The report was based on Samsung and Sony which is
having a great competition in such field only and thus for such they make various strategies and
make decision to improve their working and make them to get stable in market as well. To
provide the solution to various problems in market and organisation company uses various tools
and technique for promoting their brand at the market place as well and thus firm looks forward
to work according to change and adapt the changes according to work as well.

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