Brand Management: Techniques for Measuring and Managing Brand Value

This presentation covers the definition and explanation of brand management, evaluating how brands are managed collaboratively and in partnership, identifying how a brand's performance can be evaluated, techniques of measuring and managing brand value including advantages and disadvantages and organizational examples. It also discusses the importance of brand management in establishing a strong brand in the market and creating a positive image of the brand for extension of brand in domestic and international markets.

Brand Management

Table of content
• INTRODUCTION
• Definition and explanation of brand management.
• Evaluating how brands are managed collaboratively and in partnership, both at domestic and
international level
• Identifying how a brand's performance can be evaluated.
• Techniques of measuring and managing brand value including advantages and disadvantages and
organizational examples.
• CONCLUSION
• REFERENCES

INTRODUCTION
• Brand management is an activity of
marketing which uses strategies to discover
and improve the value of a brand/ product
over time.
• A good brand management helps to enhance
the price line of the brand and strengthens
customer base by making positive image and
strong awareness of the product/ brand.

Definition and explanation of brand management.
• Brand management refers to the analysis of brand's awareness in the market and discovering the
brand position in the marker and working on improving the brand value and achieving the company's
objectives.
• A successful brand management helps to enrich the price strategy of the brand and empowers
customer base by creating positive image of the brand in the market and establish strong awareness
of the brand at domestic and international level.
• This factor is useful in order to improve the sustainability of brand in the market and enhance the
quality of outcome which is achieved by the business.

Evaluating how brands are managed collaboratively and in
partnership, both at domestic and international level
• A brand collaboration and partnership is a combined agreement between two or more brands that
helps to boost the brand equity and value.
• In this agreement companies help each other to improve brand reach, enter new markets, save costs,
and reach more audience.
• At domestic level various techniques are used for leverage and extent brand.

Identifying how a brand's performance can be evaluated
• The brand performance is the process of calculating the brand's
success or initial results against the decided goal over a particular
period of time.
• The performance of the brand may be evaluated through various
key performance indicators:
• Awareness
• Social media mentions

Identifying how a brand's performance can be evaluated.
Return
The customer retention and conversion
rate
Inventory turnover ratio retention rate and
conversion rates s on investment

Techniques of measuring and managing brand value including
advantages and disadvantages and organizational examples.
• It is important to measure and management the brand value of Asda to evaluate its success and
develop a strong and enduring brand value.
• These measurements may be done through various techniques such as:
• Cost based pricing method-
• It is based on cost of production, manufacturing and distribution of the goods and services.
• The final cost of the product is determined by adding the production/ service cost to the selling price.
• The difference between the two is considered as the profit.

CONCLUSION
• It has been concluded from the above presentation
that brand management is important in establishing
a strong brand in the market and creating a
positive image of the brand is essential for
extension of brand in domestic and international
markets.
• Collaboration method and brand leverage strategy
may be helpful for entering the new markets.

REFERENCES
• Ahn, S., Kim, Y.C. and Kim, M.S., 2018. Study on the donation and consumer attitude for the retail brand
management. Journal of Distribution Science, 16(4). pp.49-56.
• Iyer, P. and et.al., 2019. Market orientation, positioning strategy and brand performance. Industrial
Marketing Management, 81. pp.16-29.
• Kovachevski, D., Petrovska, I. and Handjiski, V.K., 2019. Measuring Brand Performance: From
Customer Based Brand Equity to Brand Financial Value. Innov. Eur, pp.117-130.
• Molinillo, S., Ekinci, Y. and Japutra, A., 2019. A consumer-based brand performance model for assessing
brand success. International Journal of Market Research, 61(1). pp.93-110.