Brand Management: Techniques for Measuring and Managing Brand Value

This presentation covers the concept of brand management, including its definition and explanation. It discusses how brands are managed, how a brand's performance can be evaluated, and different techniques for measuring and managing brand value. The presentation also includes a conclusion and references.

Table of Content
• INTRODUCTION
• DEFINITION AND EXPLANATION OF BRAND MANAGEMENT
• HOW BRANDS ARE MANAGED
• HOW A BRAND’S PERFORMANCE CAN BE EVALUATED
• DIFFERENT TECHNIQUES FOR MEASURING AND MANAGING
BRAND VALUE
• CONCLUSION
• REFERANCES

INTRODUCTION
Brand refers to a marketing and business concept that helps
individuals to identify a particular product, or company. Brands are
intangible its means person can't see or touch it.
Brand management is aim of marketing that works as a technique to
improve the value of brand or product line over time .
Good brand management allow price to go up and create loyal
customers by positive brand images and associations or strong
awareness of a brand.
Brand equity means the value that an organization gain from
company name, allow it to become popular choice of customers
ever.

Definition and explanation of brand
management
• Brand management can be defined as a function of marketing that uses
various techniques for achieving the value of the product or brand. Having
an effective brand management within the organization helps in enabling
the price of the products to go up and acquiring loyal customers with the
help of positive brand equity.
• Having a strategic planning for brand managing the brand of the
organization helps in maintaining the brand equity and gaining the brand
value and which requires a lot of knowledge and understanding of the
brand, the target market of the brand and the overall vision of the
company.
• For managing the brand a brand manager is required and the brand
manager helps in ensuring the changes and innovation of the products,
creating awareness among the brands or products, packaging logo,
associated colours and lettering format.

How brands are managed
• Successful brand management is a process in which there
is a balancing act between the local level aspirants and the
international strategic vision.
• At first it is very important to understand the concept of
managing the brand in partnership. Therefore a brand
partnership is a type of mutual agreement between two or
more business and organizations.
• By the help of brand partnership companies tend to help
each other in increasing the exposure of the brand, breaks
the market into segments and give extra value to the
products or to the services.it is very important to manage
the brand equity in a consistent manner because of having
so much competition in the market.

For managing the brands collaboratively and in partnership both at a domestic and international
level there is a key which is consistency and harmonisation.
There are following ways by which company can manage the brands at domestic as well as
international level. At first it is very important to manage the brands over time, also it would be
beneficial if there is adaptive and flexibility as successful brand equity at domestic and global
level managed by consistency the process with the freedom of having adaptive, using
technologies in the organizations for innovations and changes, using custodian for managing the
brands will helps in managing the brand equity more significantly, also by aligning the structure
of the organization and by being proactive it would be much effective for the organization to
manage the brand in partnership at domestic and global level. For example if a company’s
medium and long term strategy is to have innovation driven brand building then the techniques
like co-creation should be the internal to the management of the brand process right from the
starting point.

How a brand’s performance can be evaluated
• The brand performance is the way of determining the results or
outcomes from the efforts done for branding. By tracking the
key performance of the brand like impressions, traffic and
engagement and comparing all these among the brand
performance objectives the company will able to recognize the
strength and weakness of the brand.
• For analysing the performance of the brand there are basic four
process which helps in this and these are as follows awareness,
familiarity, consideration and advocacy. The first one is
awareness in which there are three factors i.e. top-of-mind
brand awareness in which customer view the position of the
brand in the market, next is spontaneous brand awareness in
which there is a post, blog which mention the brand without
any threat, the last one is prompted brand awareness in which
the customers recommend or mention the products or services
of the company.

Different techniques for measuring and
managing brand value
• It is very important for the organization to have a strong and good
brand name and value as it gives a representation of the company
and builds a faith and trust among the customers.
• In this competitive environment it is very essential to deal with the
products of the competitors and managing the value of the brand.
Just like Apple is one of the most valuable brand and most liked
brand by the customers because of the features and facility it is
providing to the customers and also it is customer centric.
• Similarly for measuring and managing the brand value there are
many technique that can be used by any organization like cost based
valuation in which the brand value is calculated on the basis of how
much it costs to build the brand.in the market based valuation the
value of the brand is estimated on the basis of the climate of
current.

CONCLUSION
From the presentation it can be concluded that branding is very important for success of organization,
this report includes the concept of brand and its development process with different examples, and
also discuss importance of branding such as customer loyalty, increase company value in the market
and protect company from competition. Moreover, report also includes analyse of brand equity by
using Keller's customer based brand equity model with the case study of Apple company, model
includes steps like brand identity, brand meaning, brand response and resonance. This report also
discuss the components of successful brand strategy and a brief of portfolio management, brand equity
and brand hierarchy and analysis different strategies for each of them. This report also elaborated
brand management, and how company manage brands at both level domestic and international. Also
evaluate brand performance by various tools, and some other techniques for managing and measuring
brand value with examples.

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REFERENCES