Brand Management: Importance, Strategies, and Success

This document provides an in-depth analysis of brand management, including the importance of branding as a marketing tool, successful brand management strategies, and the key components of a successful brand strategy. It also explores different strategies of portfolio management, brand hierarchy, and brand equity management. Additionally, it evaluates how brands are managed collaboratively and in partnership at both domestic and global levels. The document concludes with an evaluation of techniques for measuring and managing brand value using specific organizational examples.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice.........................................................................................................................3
Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts.....................................................................................................5
Analysis the key component of a successful brand strategy for building and managing brand
equity...........................................................................................................................................5
Apply appropriate and validated examples within an organisational context.............................6
TASK 2............................................................................................................................................7
Analyse different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................7
Critically analyse portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks................................................................................................9
TASK 3............................................................................................................................................9
Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level..................................................................................................................................9
Critically evaluate the use of different techniques used to leverage and extend brands...........11
TASK 4..........................................................................................................................................12
Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples............................................................................................................12
Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand..................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................15

INTRODUCTION
In today's lives, brands are seen in stores, television, billboards and on internet. For the
people brand are not just a name but an identification and emotion that made them to buy the
project. Many organisation have observed branding as the valuable aspect, but they are fail to get
full understanding of branding for their business. Thus, Branding management is a practice and
function of the marketing for harnessing the market value of a product over a time(Al-Zyoud,
2018). The underlying report outlines and structured to understand how brand is built and
managed to gain the advantage of the uniqueness in business within the targeted market by using
various tools and techniques for maximising the brand value. Moreover, the following report
also analysed how an organisation is managing the brand in their product portfolio. In order to
support finding, Lidl GB store Store is being undertaking in the assessment for measuring and
managing brand equity, brand strategy and brand value.
TASK 1
Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice
Branding is a marketing function and practices in which company separate its product
portfolio by creation of particular name, symbol and design that is easily identifiable for their
potential customers. Lidl GB store store is the leading food retailer in the UK with a more than
800 stores with more than 22000 worker working in 13 different regional territory across the UK
Branding helps the company to gain publicity by the word of mouth due to their incredible
market value and presence (Mourad, Meshreki and Sarofim, 2020). Lidl GB store store choose
branding of their product not only to get ahead their competitor but the ultimate aim to built a
business agenda that they are the lone warrior in the market to solve consumer problem and
need. Some of the importance of the branding for the Lidl GB store stores are as follows:

(Source: BRAND ESSENCE WHEEL, 2020)
 Trust building with branding:
People often loves to shopping with a company that has polished and professionalism strategies
for their product. Thus, a well structured branding strategies enables Lidl GB store store to build
the trust with their potential customer (Budur, 2018). Moreover, when a company succeed in
building trust with their targeted consumer, consumer do not feel to hesitate to spend their money
on that brand.
 Market recognition improved with branding:
One of the foremost role of branding for Lidl GB store store is to get market presence due to
their unique service in the food retailing. Branding helps the company to get the market
recognition. Company logo and symbol helps the consumer to separate Lidl GB store Store
product from underlying product range. Branding works as the face of the company.
 Branding as a tool for motivating employees:
Every job seeker loves to mentioned a reputed brand name in their resume to enhance their
value. Therefore, when an employee work for a brands that will truly inspired them to work for
the brand and grow with brand. Lidl GB store store have more than 22000 workforce. Moreover,
positive branding of the company comes in from of more enthusiasm of the employee . When
Lidl GB store store offer their merchandising to their employee, it allows them to build a feeling
of self-belonging in the mind of their employees.
 Branding helps in attracting new customer:
Illustration 1: BRAND ESSENCE WHEEL, 2020

When an company have the product that have a unique place in the market have more chances to
attract more new customer to them. This is because Lidl GB store store is the renowned in the
food retail industry of the UK, they have emerged as the popular brand for non-veg food, hence
they do not having need for advertisement campaign for acquiring new customers (Byrd, 2018)
(Source: 3 Ways To Attract New Customers To Your Food Truck, 2018)
Branding has leveraged in the present business of Lidl GB store store this is because
branding defined the objective of the store in the food retailing industry. Moreover, branding
allows the company to separate their product identity in the market. Branding allows a company
to understand their customer and they can target their potential customer so that financial status
of the firm can be improves with the increased sales revenue. Nowadays, business see branding
as the marketing tool, this is because branding of the product allows a business to strengthen the
market value of the product in the underlying market segment. Furthermore, Lidl GB store store
focuses more on the branding strategy for harnessing the power of the emotions, this is because it
is the emotion not logic that drives the consumer decision for buying a particular product and
service. Lidl GB store stores made implication on the diversification and variation on their
product, a good branding strategy will suggests the correct path in this situation (Cudny,
Comunian and Wolaniuk, 2020). Management of the brand is necessary in order to achieve the
marketing campaign result, this is because consumer are the central discipline in the branding
management of Lidl GB store store.
Illustration 2: 3 Ways To Attract New Customers To Your Food Truck, 2018

Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts
Lidl GB store store has leveraged brand management in their business practice because in
the era of globalisation, branding is an important aspect for doing business. Moreover, branding
allows Lidl GB store store for the increasing brand awareness and brand loyalty by building the
trust in the mind of their potential customer. The association of consumer with the brand of Lidl
GB store store and their relationship with their potential consumer is called brand relationship,
when a company successful in managing their brand, they build a strong relationship with their
customers.
Analysis the key component of a successful brand strategy for building and managing brand
equity
Brand strategy are the strategies which was adopted by the company to improve their
brand equity. The value of a brand in the eyes of customers in the market is called brand equity.
A good brand equity can be made with the good services and products of the company. If
customers are more satisfied with the products and services provided to them then automatically
brand equity will raise (Filos, 2019). Few components of brand strategy of Lidl GB store which
help them to manage their brand equity are explained below-
Brand purpose-
It defines the main aim of business that why a particular organisation exist in the market.
Finding the brand purpose is the most important factor which should be determined as soon as
possible by the company for faster growth. The brand objective of any organisation should
attract the customers toward their brand because this is the first impression of brand in customers
mind. The brand purpose of Lidl is to satisfying customer at the maximum level with good
quality of product they serve. It is useful for them to attract more customers as today more
customers are concern about quality than quantity.
Brand vision-
When the purpose is cleared by the company then they should insure that they are on the
right way to achieve this aim, this is called brand vision. Brand vision is a way where the
business wants to see themselves in the future. In context of Lidl their brand vision is that they
want to gain more and more customers by providing the best quality of products. They must

develop their vision in context of building good relationship with customers (Leckie, Nyadzayo
and Johnson, 2018).
(How to use brand vision to bring your future into focus, 2021)
Target audience-
To know who are the customers of company and how to reach them is target audience. It
defines for which type of customers the product is actually made and if the company choose
wrong targeted customers then this may affect company in negative prospective. Their targeted
customers are mostly housewives and local resistance. Hence, the company may target more
customers by establishing their supermarkets in the location where more local resistance leaves.
Market analysis-
analysing the market by survey and research is called market analysis. It answers few
questions like- customers are satisfied or not with the product, suppliers of company are loyal or
not, what all changes is required by the company to earn more profit, etc. in context of Lidl they
should analyse their market on timely basis that what should be the new products that they must
add in their supermarkets chain. By providing their customers a feedback form and ask them to
fill is one of the best way to know satisfaction level of customers.
Awareness goals-
Illustration 3: How to use brand vision to bring your future into focus,
2021

It consist of what a company should do to aware their customers that their brand exist in
market and the new changes made by the company. The way by which customers will get to
know all this is called Awareness goals. To aware Lidl customers they promote their brand
through advertisements, pamphlets, etc. It is recommended that the company must send their
salesman to the areas where the customers are not able to reach their stores. By this activity they
aware their existing customers and also they gain some new customers (Greco and Polli, 2020).
Brand tag line-
Tag line is a single lines statement by which the brand becomes more attractive.
Every brand must have their own tag line which should be unique and little bit defines the brand
too. The tag line of Lidl is “ Big on quality, Lidl on price” which tells that the brand is known for
their quality. Hence, their tag line help to attract customers who are more concern about quality.
Apply appropriate and validated examples within an organisational context.
Lidl GB store store have a wide range of food and grocery stores across the UK. They
have started their branding from the food retailing and now they are leading non-veg brand in
UK. Lidl GB store brand management strategy example are as follows:
 The logo of Lidl GB store store have initial name of the with a symbol that helps the
consumer to make difference in their product portfolio.
 Lidl GB store store serves a wide range of food and grocery product under their brand
name of the organisation (Junior, 2018) (Keller and Brexendorf, 2019).
 Lidl GB store store's brand tag-line “big on quality” that attract the new customer just
because of their quality of the product. Thus, brand tag-line is their advertisement agenda.
TASK 2
Analyse different strategies of portfolio management, brand hierarchy and brand equity
management
Portfolio management
A portfolio management is an art and science for managing the investment of Lidl GB store
store with an aim to maximise their earning within the given horizon of time. The main
objective behind the adoption of portfolio management is to ensure that the capital invested by
the firm is not exposed to the market risk. Brand portfolio is an emerging field in the
contemporary business because many companies have different brand under their product

portfolio. Lidl GB store store is operating under a variety of brands, hence brand portfolio is used
to incorporate all the different brand under the umbrella of Lidl GB store store in order to meet
the need and desire of the different market segments. In order to develop an effective brand
portfolio management, company needs to formulate portfolio strategy for achieving the desired
goals of brand portfolio.
Strategies of Brand Portfolio management
A brand portfolio strategy is a significant component of the organisation's Brand equity.
The three main elements of the brand portfolio for developing portfolio strategies are as follows:
 Consumer perception about the price
 Consumer perception about the quality
 Composition within the targeted market
The above illustrates 3C's of brand portfolio helps the company to implement their
portfolio strategies in terms of brand management approach. Strategies for portfolio management
are:
 Active portfolio management strategies
An active portfolio management strategy involves making fine investment for outperforming an
investment reference point index. The return on the active portfolio helps the Lidl GB store store
to beat the market.
 Passive portfolio management strategies
In passive portfolio management strategies, Lidl GB store store make an investment as per the
fixed strategy that doesn't consist any forecasting. In passive portfolio management, Lidl GB
store store relies on he fact that the marketer are efficient and it is not possible to beat the market
with the regular market return. Hence, foremost results are being acquired from the low cost
investment kept for the lengthy period of time (Keller and Brexendorf, 2019).
Brand Hierarchy
The managing and controlling of the individual brand are kept under the brand hierarchy.
A brand hierarchy is useful for Lidl GB store store to present the portrayal of brand strategy
regarding to a particular brand or product line. A brand hierarchy is the roadmap of the
systematic branching structure of the Lidl GB store store distinctive elements for their sub-
products.
Building brand hierarchy

Brand hierarchy has been build when a business engaged in multiple product line within
the different market segment. Developing brand structure allows an organisation to separate
brand when needed so that all brands are group together to boost each other in the marketplace.
In context to Lidl GB store store, there are mainly 3 model of the brand hierarchy i.e. branded
house, house of brand and hybrid model of brand hierarchy.
Different models of the brand hierarchy
Branded House House of Brand Hybrid Model
In branded house store, Lidl
GB store store uses its
corporate brand name on all its
product portfolio (Lim, Pham
and Heinrichs, 2020).
Branded house strategy helpful
in boosting brand awareness
and knowledge that will
further reduces the cost of
advertisement. Branded house
is also known as mono-brand
portfolio. The pitiful of
implication branded house
structure illustrated with the
reputation risk. In case of Lidl
GB store store, when a
particular product (e.g. cow-
meat), have some objection of
acceptance by a particular
category, it may influence the
buying of other same product.
A house of brand is just
reciprocal of branded house,
this is because a house of
brand is home of different
brand of the Lidl GB store
store. In house of brand, an
individual brand is created for
the different products in the
marketplace. Lidl GB store
store using house of brand
model in their super market
store by disclosing the parent
company name on the packs
either by a symbol or a logo.
The main aim behind
implication of this model is to
not disclose their
interrelationship with the
product due to a specific issue
(either quality or price).
A hybrid model is a
combination of both branded
house and house of brand.
Lidle GB store adopts the
hybrid model when they wants
to make change in their brand
hierarchy and to acquire the
existing brand through
acquisition and merging. The
objective behind developing
hybrid model to keep their old
customer happy and avoid
confusion by preserving their
older product name and
design.(Kral, Valjaskova and
Janoskova, 2019).

Critically analyse portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks
Lidl GB store store are using their brand by developing portfolio management system so
that maximum ROI can be obtained from the investment. Moreover, portfolio management is an
important aspect of brand management. Portfolio management allows Lidl GB store store to
make right investment choice for their portfolio. Brand hierarchy enables them to make portrayal
of the brand strategy. Lidl GB store store adopting a hybrid brand hierarchy model and
framework in order to meet the brand equity. Lidl GB store store building their brand equity by
focusing on “big on quality' model instead on big on price to convenience the shopper.
TASK 3
Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level
In the highly contemporary business environment, many giant companies are stretching
their roots not only to domestic market, but are also stretching their foots in other region either
by partnership within the local and international market. Globalisation allows a business to
integrate with the other economies for business expansion and diversification while achieving
sustainability performance. Brand collaboration is an significant component of Brand
Management and now it is emerging as the overall strategy of business for their expansion and
diversification. Partnership is a joint consent within the two person on particular goals. The
metaphor “ two heads are better than one' is purely fixed in the present business context when it
comes to the branding of the company's product (Wider, von Wallpach and Mühlbacher, 2018).
A Famous company with brand equity like Lidl GB store store capitalising on such brands for
the launching of the new product other than their product portfolio to serve a different customer
segment. The benefit behind leveraging with other brand to make use of the same brand name
despite introducing another one new. There are various techniques for the leverage or expand of
the brands such as :
 Brand extension
Brand extension is useful for a company like Lidl GB store store with a huge brand equity in
their both at local and global marketplace. Lidl GB store with acquisition of the Wales DC
extends their warehouse and employees capacity at the south Wales. When a brand has

collaborated with Lidl, they do not worry about the product promotion because the brand equity
of Lidl GB store store adhere the role of brand awareness for them. However, brand extension is
not applicable in case when the new brand established for target customer who adheres the
different value and attitude from the those in the primary market segment.
 Stretching/ vertical extension
Lidl GB store store can relay on the brand stretching when the existing market is saturated. In
brand stretching, the new product have to fixed up in the core product. Brand stretching is useful
when company is using their existing brand name on the new product that don't seems much
related (Wang, Qu and Yang, 2019). Vertical extension is when the Lidl GB store store
differentiate them as better by emerging as the mother company in introducing new product in a
different market segment.
 Line extension
A line extension is brand leveraging strategy in which company develop new product in
their product portfolio. In liner extension, product manager of Lidl GB store store focus more on
the minor alteration, changing the packaging manner rather then a heading towards the real
innovation of the product. Lidl GB store store could expends their brand under the line extension
by developing an additional flavour,colour and ingredient in their food products.
Managing brand collaboratively and in the partnership within the domestic & international
marketplace
The foundation of a successful brand has leveraged within its local market. However,
when a company is is moving to stairs to success within their geographical boundary there are
more chances that company also attain brand equity in the international market also. The term
brand collaboration is getting widely scope with the implication of the globalisation and
privatisation. Moreover, brand collaboration can be understood as the strategic alliances of Lidl
GB store store with one or two brands for curating a specific product and service for attaining
competitive advantage in the domestic as well as at the international marketplace. Following are
the ways for managing brands at the domestic marketplace-
 Flexibility
When the endorsed brand in partnership have flexibility, it is become for the both, Lidl GB store
store and its partner to run the brand management effectively so far. However, to gain the
growth in the local market, Lidl GB store store should get some flexibility.

 Quality management
One of the critical factor in gaining the brand equity at the local market by effective quality
management. Lidl GB store store with its collaborates and partners should focus on the quality
management so that they get the competitive advantage within the brand tag-line of Lidl i.e. “big
on quality” (Stojanovic, Andreu and Curras-Perez, 2018). Partnership marketing: In order to be successful in the international market, Lidl GB
store store need to be partnered with the small and medium company of the foreign soil.
 Focus on attaining customer satisfaction
In order to be successful in both home and international market, it is crucial for Lidl GB store
store to switch their focus form the profit maximisation to customer's satisfaction. This is
because when a customer is happier with the product and service, there are more chances they
will buy the product with you hence, more revenue and brand equity.
Critically evaluate the use of different techniques used to leverage and extend brands
Lidl GB store store have a huge brand equity in their business. The company adopts
mainly three method for their brand leverage and extension that are- Brand extension- In brand extension, Lidl GB store has used their established brand
name i.e. “Lidl” in new product segment. Brand Stretching/ vertical extension- It is an expansion practice in which Lidl GB store
store prove them as better and rise as mother company for the core product
 Line extension- It is a technique for introducing new product within the same product
line by changing the nature of product by adding a flavour, new packaging and less
innovative practice.
TASK 4
Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples
A brand value is an critical term which describes the companies success in their targeted
market. Measuring brand value is a critical task in context to the Lidl GB store store, because
brand value evaluation helps them to attract the customer and investment. All the brands have a
significant financial value, thus brand valuation is calculation of the firms liquidity which

another party can pay for their brand equity (Sevel, Abratt and Kleyn, 2018). The valuation and
measuring of the brand can be computed by using the following techniques:
 Brand value
The concept of brand value is similar to the brand equity that is worth of a brand. In the sense of
Lidl GB store store, brand value is the financial worth of the company. If any other company
wanted to be merged or wish to do business with Lidl GB store Store, they have to pay them the
brand value which they had earn in their business cource. The one of the foremost way of
computing brand value of Lidl GB store store is to ask other companies what they dare to pay to
gain the rights in their brand. Furthermore, brand value can be calculated by interpreting the last
3 years net profit of the Lidl GB store store.
 Brand awareness:
A brand awareness is a technique to predict the brand valuation of the Lidl GB store store by
estimating how much customer recall or identify their product. Measuring brand awareness
divides the marketing of Lidl GB store store. Brand management is a term that is always in the
mind of Lid Gb store marketing manager in order to identify the brand equity and brand loyalty.
Brand awareness within the targeted market can be determined by the tracking of social media
camping, google console and online survey (Platanakis and Urquhart, 2019)
 Consumer attitude and perceptive
Customer attitude and perceptive regarding the product of Lidl GB store store influence their
brand value. However, customer attitude is the everlasting topic in the marketing process
because attitude helps in predicting the consumer buying behaviour. If a consumer have positive
attitude toward their product and service, the brand value of Lidl GB store store is more within
the target market segment. Lidl GB store store core foundation is on big on quality, thus a better
quality could develop positive attitude in the consumer market.
 Purchasing intent
A purchase intent is the probability regarding that a customer would buy the product and service
of the Lidl GB store store. In case of Lidl GB store store, purchasing intent is a cognitive
behaviour of the customer towards their brand. Lidl GB store store is enrich with brand equity,
brand loyalty, and brand awareness, thus they have probability of purchase rate in their brand
valuation (Paul, 2019)

Critically evaluate application of techniques for measuring and managing brand value in relation
to developing a strong and enduring brand
Brand value measuring techniques allows Lidl GB store store, to compute their financial
worth within their market segment which other companies are ready to pay to get rights in their
brand. Moreover, brand value measurement allows Lidl GB store store to predict the present
value of the future cash flow that they are going to earn to their brand power. Following are
techniques to anticipate the brand value:- Brand value- It is the financial valuation of the Lidl GB store store brand. Brand awareness- It reveal customer capacity to recall the brand, customer awrness and
knowledge is crucial for a brand equity company like Lidl GB store store Customer attitude- Customer perspective regarding the product and services of Lidl GB
store store
 Purchase intent- Purchase intent illuminates the purchase probability of a Lidl, a
company with brand equity, brand power and brand loyalty have more purchase
probability (Pande and Gupta, 2020).
CONCLUSION
As per the carried out study, it has been analysed that brand management leads a
significant role in a company and also leads a crucial role when a company is expending their
business in national and international marketplace. Furthermore, the following report conclude
the different branding and portfolio strategy for building the brand hierarchy by building branded
house, house of brand and hybrid model. Moreover, it has been analysed that the prior technique
for brand leverage and extension are mainly brand extension, vertical extension and line
extension. At the end, has been discusses that valuation of the brand is necessary in the brand
management for identifying the brand equity and value of the firm.

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