Brand Management: Techniques for Measuring and Managing Brand Value

Brand Management

Table of content
• Introduction
• Evaluate how brands are leveraged/extended over time domestically and internationally
• Evaluate techniques for measuring and managing brand value over time
• Conclusion
• References

INTRODUCTION
• brand image is wider term in which it helps in
providing the detail description of marketing
strategies so that the brand image can be maintained,
improved and can be able to bring the awareness for
the value and reputation of a brand.
• This report will cover the understanding of how the
brand is built and managed over time, how brands
are organised in portfolios, how brands are
leveraged over time domestically and internationally
and the techniques for measuring and managing
brand over time.

Difference between brand extension and line extension
• Line Extension: it refers to the strategy in which the company extend their existing product line
through which the company introduces new and additional features in their existing products.
The additions are made in the exiting product and under the same brand name but the product
after extension is able to provide more value to the customers of the company.
• Brand extension: it refers to the extension in the brand line by including new products in the
product line of the company. The product of the company launched in the market applying the
brand image of the company (Bhati and Verma., 2020). It enables the company to introduce
new products by using the brand name which will help the company in diversifying their
operations.