Managing Brand Equity

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION.....................................................................................................................................3
TASK 1......................................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice. ..................................................................................................................................4
P2 Analyse the key components of a successful brand strategy for building and managing brand
equity.....................................................................................................................................................5
M1 Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts. .............................................................................................................6
M2 Apply appropriate and validated examples within an organizational context................................6
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organizational context.......................................6
TASK 2......................................................................................................................................................7
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management .........................................................................................................................................7
M3 Critically analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks........................................................................................................12
TASK 3....................................................................................................................................................12
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level..........................................................................................................................................12
M4 Critically evaluate the use of different techniques used to leverage and extend brands..............14
TASK 4....................................................................................................................................................14
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organizational examples......................................................................................................................14
M5 Critically evaluate application of techniques for measuring and managing brand value in relation
to developing a strong and enduring brand. .......................................................................................16
CONCLUSION........................................................................................................................................17
REFERENCES........................................................................................................................................18

INTRODUCTION
Brand management is the function of the marketing which uses different techniques in order to
increase the perceived value of the product or the brand which it is offering in the market. An effective
management of brand also enables the product price to go up and build the loyal customers through its
positive brand association and the images. Branding is mainly the practice of marketing through which
the company indulges in symbol, name or design which is easily identifiable in the whole market. It is
important as on one hand it makes the memorable impression in the minds of the consumers and on
other side it helps the customers to know what to expect from the organization (Greco and Polli, 2020).
It distinguishing the company from its competitors and clarifies what makes the firm a better choice.
The organization chosen for this report is Cadbury, a multinational organization established in 1824
and headquartered in Birmingham, England. This report shall deal with how brands are built and
managed, how brands are organized in the portfolio and how brands are extended domestically and
internationally over the time. Further it will cover different techniques for managing and measuring the
brand value.

TASK 1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business
practice.
Brand is a name, term, design, symbol or other attribute which helps in identifying the
particular brand of a company. This practice is now adopted by many companies all around the world
in a regular basis which is mainly used by the companies in marketing and advertisements so that a
unique identity is created of the product. Brand equity is another thing which means an appropriate
value that is generated by the company from the particular offering which have a recognizable name in
the market place as compared with the other companies and brands. The organizations use many
strategies to create the brand equity for their offering by indulging in the marketing campaigns or
enhancing their reliability and quality (King, 2017). This such tool of marketing which helps the
companies to stand out uniquely from its competitors in a market. Brands also helps in taking a
competitive advantage in the same industry which contribute to long term sustainability. In order to
successfully establish and create a brand, the companies can take certain steps like for instance the
company must initially identify its target market where it has to offer its products and then determine
the potential competitors who exist in the market. This will help the organization to assess the activity
which a firm must undertake in order to differentiate its offering. Next stage involves development of
the value propositions which will help in identifying the benefit, value and the uniqueness which is
associated with its offering.
The marketing department of every companies plays an important role in taking the companies
forward where it contribute to creating the brand equity. They are entrusted with the role of assessing
the entire market in order to know the needs and wants of the customers and the aspects which they all
consider as unique in the brands. Moreover, the marketing unit of a company identify the gaps in the
demands ans assist the organizations in providing the products which are required in the market
together with the value propositions which will help the companies gain an edge over their
competitors. The companies use the branding as a marketing tool in order to make it distinguishable
from that of the other companies so that it can stand otherwise (Abid, Abid‐Dupont and Moulins,
2020). In this digital era, branding has emerged as an important tool where the preference of the people
have shifted to brands rather than local offerings. Further nowadays people might be more price
conscious rather than brand conscious but they are more socially conscious. The millennial especially
are willing to pay more for the brands as they have been more socially conscious. Further more due to