Brand Management of Audi : Report

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P.1 Importance of branding as a marketing tool and emergence of it in business practices.......1
M.1 Use of theories, models and concepts for branding............................................................2
SECTION 2......................................................................................................................................3
P.2. The key components of successful brand strategy for building and managing brand equity
.....................................................................................................................................................3
M.2. Apply appropriate and validated examples within Nike organisational context................4
P.3. The different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................5
M.3.Analysis of portfolio management, brand hierarchy and brand equity management using
appropriate theories.....................................................................................................................5
P.4. How brands are managed collaboratively and in partnership both at domestic and global
level.............................................................................................................................................7
M.4. Evaluation of the use of different techniques used to leverage and extend brands............7
P.5. The different types of techniques for measuring and managing brand value image...........8
M.5. Evaluation of application of techniques for measuring and managing brand value...........9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management can be considered as one of the important tools for every organisation
which is needed to be managed by organisational professionals to rise up brand equity and
market share of business. In the present report will be discussed on Audi organisation which is
one of the largest German automobile manufacturing company and BMW organisation as well.
In addition to this, the report will be analysed on the importance of branding as marketing tool
and why and how it has emerged in business practice or key components of successful brand
strategy for building and managing brand equity. Furthermore, different types of mechanisms
can be adopted by both organisations in order to proper management of their portfolio
management, brand hierarchy and brand equity management using appropriate theories.
Numbers of techniques will be discussed in assignment about both organisations to work
collaboratively and in partnership both at domestic and global. In addition, the report will be
defined about different types of techniques for measuring and managing brand value image.
SECTION 1
P.1 Importance of branding as a marketing tool and emergence of it in business practices
Definition of brand: Brand is a name, symbol, sign, name and logo of a particular
company which is being utilised by an organisation for their specific types of products and
services to make them different from other market players in industry (Zarantonello and
Pauwels-Delassus, 2015). Branding tools are utilised by each organisation in order to create a
unique brand name which generates loyalty, trust, faith and premiums for targeted audience in
the marketplace. Audi is one of the well-known brands in automobile industries worldwide.
Importance: Branding can be considered as an essential tool for any organisation which
creates effective brand values amongst its targeted customers which pull them to buy it. It
encourages the value of organisation in an industry and influences its customer to frequent
purchases of same products and services again and again. As a result, sales and profitability level
will be increased within business.
Brand equity: Brand equity refers to a value premium that a company generates from a
product with a recognisable name, when compared to generic equipment. Audi Company does
not implement strategy to create brand equity by providing valuable and memorable products but
to maintain services of the business within the industry (Williams Jr and Omar, 2014). Mass
marketing complains also helping organisation to creation of brand equity. It can be considered
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on brand premiums on the customer's mind which encourages them to frequent arrival of
customer to purchase same brand's product. Audi now has created better brand equity which
helps them to generate sufficient amount of success at workplace.
Importance of branding as marketing tools:
Running a business is one of the challenging tasks for any business owner. Brand
creation and its management are one of the crucial tasks for Audi which is needed by its
professionals to promote and advertise its activities within the business environment sufficiently.
It can help an organisation to clearly deliver their valuable messages to its targeted audiences.
To create customer loyalty: Audi in one of the popular auto-make company at
worldwide. It is well known for manufacturing world-class automobile products and services. In
order to make it popular amongst targeted audience, branding approaches as marketing tools can
help them to achieve their desired objectives within the firm (Su and Tong, 2015). The
organisational professionals’ uses brand-creation approaches by promotional practices to build
up effective brand loyalty on the consumer's mind. Audi provides luxury and sports car products
to its customers which create impressive brand premiums for its customers. After quality care, all
products, people get satisfied by its automobile goods and it helps the organisation to become its
customers loyal towards its particular products.
To become well-known: Brand as a symbol and tool on which company can get its
products and services popular among its customer. In this context, numbers of promotional
techniques are being utilised by its professionals by which Audi has becomes one of the most
popular brand at worldwide. In order to become well known among its targeted audience, Audi
making efforts to creating brand values by delivering quality of automobile products and services
towards its loyal customers, so they will be able to each out their expected audience by creating
valuable branding in industry.
M.1 Use of theories, models and concepts for branding
Branding Theory: Branding is an image that consumers have in mind. It is also unique
characteristics that have been developed all the time in order to differentiate actual products from
its competitors. Audi now has becomes one of the effective well-known brand in automobile
industry at worldwide which enables them to rise its customer base at global as well as at
domestic level (Sartori, Mottironi and Corigliano, 2012). There are the basic values which have
been identified by its professionals to create more functionalities premiums of its existing
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