Brand Management Techniques and Evaluation

This presentation explores the collaborative management of brands at domestic and global levels, techniques for leveraging and extending brands, and different methods for measuring and managing brand value. Specific organizational examples are used to illustrate these concepts, and the application of these techniques to develop a strong and enduring brand is discussed.

Unit 41 Brand Management

TABLE OF CONTENTS
INTRODUCTION
MAIN BODY
LO3
P4 Evaluating how brands are managed collaboratively in partnership with both domestic and global level
M4 Evaluating different techniques to leverage and extend brands
LO4
P5 Different types of techniques for measuring and managing the brand value using specific organizational
examples
M4 Evaluating the application of techniques for measuring and managing the brand value to develop strong
and enduring brand
CONCLUSION
REFERENCES

INTRODUCTION
Brand management is defined as function of marketing which uses techniques to increase
the value of the product line over time. Cornwell Creative Consulting is a creative business consulting
which offers branding, web design etc.
Thus, the presentation will analyse that brand is managed collaboratively and in partnership
and both at domestic and global level. Along with this, use of different techniques used to leverage and
extend brand will be created and is made helpful for addressing the aspect of having best manner of the
brand value at large scale. Furthermore, different types of techniques for measuring brand value will
also be analysed and evaluated in an effective manner.

MAIN BODY
LO3
Evaluating how brands are managed collaboratively in partnership with both domestic and
global level
Brand management is defined as the function of marketing which uses techniques to increase the value
of the product line over time.
The brand which is taken here is Cornwell Creative Consulting and is managed
collaboratively in partnership with both global and domestic level at large scale. This helps in
addressing the aspect that it is very important that Cornwell Creative Consulting has maintained its
brand identity in the market and among the customers which are there in the market and are utilizing
the products and services as per their needs and requirements. Cornwell Creative Consulting is
collaboratively managed in partnership with both domestics and global level. Cornwell Creative
Consulting has diversified its business by having several partners which are involved in having the
growth and development at large scale within the business structure. There are 316 partners in the
Cornwell Creative Consulting.

The brand Cornwell Creative Consulting is concerned with providing the
customers a large volume of having the customer satisfaction and is helping to address the
aspects of growth and development in the market. Cornwell Creative Consulting focuses on
good reliability of products and services to be offered to the customers at large scale and
helps in addressing the major basis in the market with the expansion in the business.

M4 Evaluating different techniques to leverage and extend brands
Techniques to leverage and extend brand over time is done in an effective and significant manner.
Cornwell Creative Consulting is able to leverage its brand name over time and years which has helped
in addressing the major concerns as to how effectively the customers are still engaged in buying the
products and services at large scale. Cornwell Creative Consulting’s leverage stems from the
customers’ loyalty indirectly and directly which is based on the user experience.
This has created the aspect as to how effectively and in appropriate manner the expansion is
done. Cornwell Creative Consulting has increased its own leverage in the manner which has created
the aspect of how effectively the services are provided to customers and which helps in satisfying them
both at global and international level.

There company is able to address the measures as to how effectively and appropriately the
expansion in the business is done. The Cornwell Creative Consulting’s focus is on user experience
which helps in addressing that how effectively brand name and value is increased in the market. There
are aspects as to how there are modifications which enable to positively know that there are growth and
development opportunities in the market. The customer loyalty has taken over experience which has
helped in knowing that how effectively and in appropriate manner value of business and the brand has
been created at large scale.

Cornwell Creative Consulting has been successful in previous partnerships which has
collaboratively and in appropriate manner generated more profits in market. The global and domestic
expansion has been created value as to how effectively customers are engaged in buying the products
and services which are made analysed and are created at large scale. There are also variety of products
and services which Cornwell Creative Consulting is serving to its customers and this helps in
addressing best aspects of growth and development. Cornwell Creative Consulting has been
established best technique which is establishing trust and credibility at large scale.
For example – There are some examples of collaboration and partnerships among various brand which
are – NotOnTheHighStreet.com has collaborated with the two aware winning entrepreneurs namely
Sophie Cornish and Holly Tucker. Pret A Manger has also increased its business scale and growth by
combing into partnership with Sinclair Beecham and Julian Metcalfe.

These partnerships helps in growing the business by addressing the major concerns of the
profits and diversification in an appropriate manner.
NotOnTheHighStreet.com has collaborated with the two aware winning entrepreneurs
namely Sophie Cornish and Holly Tucker. This partnership stand for sewing machines which is
creating value for the business ion which the two sisters are involved.
The next best partnership which the Pret A Manger is engaged into customer service and
sustainability of business in appropriate manner by providing the natural ingredients.

LO4
Different types of techniques for measuring and managing the brand value using
specific organizational examples
Brand value is defined as the financial value of having the customers who are paying more for a
particular brand at large scale in the market. The brand value depends on the reputation as to how the
company is defining the different perspectives of growth and development with the financial scales of
analysing the profits and losses of Cornwell Creative Consulting. The monetary worth of brand is
analysed as brand value and this helps in addressing the different perspectives of how the brand name
is analysed and is able to create value within the customers in the market.
There are different techniques which helps in understanding the aspects as to how
measuring and managing the brand value is done in an appropriate manner.

Some major techniques are described as –
 Development of the quality service is done which helps in providing better customer services
which offers the employees proper branding and designing tools.
 Protect the brand name with appropriate trademark and copyright registration so that the name is
not copied by any other brand.
 Engagement into effective marketing plan should be addressed which helps in creating value for
the brand name and helps in knowing that this is the best and effective techniques which enables
the aspects of growth and development in the business.

 Creating a memorable logo and brand name also helps in addressing to the aspect that the company
is able to deliver the best logo and is effectively concentrating to have the brand name which is
attractive and is engaging the customers at large scale.
 Changing the current view of the brand image has to do with the Cornwell Creative Consulting so
that this business consultancy is able to analyse and diversify the different aspects of growth and
development.
 There are some important techniques which are used for branding and these are mentioned as –
through social media, brand recalling, search engines, competitions and surveys which will help in
increasing the brand value in an appropriate manner.

The idea of brand is intangible and is not directly connected to sales. It becomes difficult for the brand
to manage and convince the team members to create value for the branding of the different activities at
large scale. There are different ways through which the Cornwell Creative Consulting measures the
brand value which are mentioned as –
 Market – based Valuation – This is the method which helps in observing the market around. The
valuation of stock performance helps in analysing the aspects as to how the brand value is done
and managed at large scale. There are variety of different market measures which helps in
addressing to the measures as to how effectively and in appropriate manner the changes are framed
and perception of individuals are noticed in the market.

 Customer - based Valuation – It involves number of current customers which are helping the
future customers to value the brand and this engages the aspect of growth and development at large
scale. The customers value the Cornwell Creative Consulting policies and business activities which
have been framed are addressed at large scale.
 Income – based Evaluation – It is the method which analyses that how effectively the brand is
generating the income by analysing the financial streams of the company.
 Revenue Premium Valuation – It compares the brand with the non branded alternatives to decide
which brand is the most preferred one in the market and what are the people choosing among the
branded and non branded items displayed in the market.

Evaluating the application of techniques for measuring and managing the brand value to
develop strong and enduring brand
The techniques are made available for the aspect of addressing the major points which engages the
brand value and the different techniques made available by the Cornwell Creative Consulting for
measuring the brand value to develop strong and enduring brand. The techniques which are mentioned
helps in addressing the aspects of how the brand value is being done and what are the application of
these techniques helps in measuring the brand value and managing it so that strong and enduring brand
name which is Cornwell Creative Consulting is maintained.

The techniques help in addressing the application such as –
 The development of quality services helps in knowing that the business activities are addressed at
large scale and helps in keeping the pace with the branding and advertising of the services to the
customers.
 The top tier branding services of Cornwell Creative Consulting helps in addressing the aspects of
how the brand value is maintained by Cornwell Creative Consulting.
 To develop strong and enduring brand effective marketing plan helps in understanding the aspects
of growth and development and creates value for which the branding is done with the help of
framing effective marketing plan demonstrated of Cornwell Creative Consulting.

CONCLUSION
Thus, it is concluded from the above presentation that brand is managed collaboratively and
in partnership and both at domestic and global level. Along with this, use of different techniques used
to leverage and extend brand is created and is made helpful for addressing the aspect of having best
manner of the brand value at large scale. Furthermore, different types of techniques for measuring
brand value was also analysed and evaluated in an effective manner. It was done with the application of
measuring techniques for managing and measuring brand value in relation to developing strong and
enduring brand was analysed.

REFERENCES
Books and journals
 Gawrysiak, J., Burton, R. and et.al., 2020. Using exports efficiently to enhance and extend brand
perceptions–A literature review. Physical Culture and Sport. 86(1). pp.1-14.
 Hutchins, J. and Rodriguez, D.X., 2018. The soft side of branding: leveraging emotional
intelligence. Journal of Business & Industrial Marketing.
 Keller, K.L. and Brexendorf, T.O., 2019. Measuring brand equity. Handbuch Markenführung. pp.1409-
1439.
 Keller, K.L. and Swaminathan, V., 2020. Strategic brand management: Building, measuring, and managing
brand equity. Harlow: Pearson.
 Kononenko, O., 2021. Theoretical aspects of the organization brand management. Innovative technologies
and scientific solutions for industries. (1 (15)). pp.76-82.