Brand Management

Brand Management
1

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Branding as successful marketing tool..................................................................................3
P2. key components of a successful brand strategy for building and managing brand equity....6
LO 2.................................................................................................................................................7
P3 Different strategies of portfolio and brand management........................................................7
LO 3.................................................................................................................................................9
P4 How brand is managed in partnership at domestic and global level......................................9
LO 4...............................................................................................................................................11
P5 Different techniques for measuring and managing brand value...........................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13
2

INTRODUCTION
Brand management is that function which is used by organization so that they increase
perceived value of their product line. It means managing brand in such a way that consumer
loyalty is being created. Brand value can be created by company by analyzing consumer
perceptions, needs and demands. It can also be developed by enhancing consumer experience
while buying the goods and services. Present study will lay emphasis on brand management of
Apple. It is an American multination technological company which has bene headquartered in
California. Report lays special focus on Brand hierarchy of IPhone followed by company.
Assignment has laid emphasis on branding as successful marketing tool. It has also laid focus on
various strategies used by company to revitalize, extend and manage brand. Study has Analyze
different strategies of portfolio management, brand hierarchy and brand equity management. It
has also discussed about how brands can be managed collaboratively. Assignment highlighted
different types of techniques used for measuring and managing brands.
LO 1
P1. Branding as successful marketing tool
“Brand as Power”
Introduction: Brand is basically a name, design, logo that differentiates between goods of one
seller form another. It is being used by company for advertising, promoting and increasing the
sales of products. Brand equity is the term which is been used in marketing, it provides the value
from the view point of consumers about the brand name of particular product or service. it
basically is the perception of customers towards company’s particular product. There are various
benefits of Branding which can be provided to Apple like it provides firm with credibility and
assists them in attracting various consumers towards them. It helps company in remaining
consistent. Stages of building a successful brand includes determining target audience,
explaining Brand mission, research and analysis, Creating USP, determining Brand guidelines
and then marketing Brand. Marketing is the most important tool that can be used by Apple for
Branding. It assists them in understanding consumer prospects, there needs and demands. It helps
in having deep knowledge about business objectives and creates consumer loyalty.
Main Body: There are various strategies that can be used by Apple to strengthen and extend
their Brand. It includes the following:
Aaker Brand Equity model: This model can be adopted by apple in order to create Brand
3

awareness and brand loyalty. It can assist organization in having competitive edge over other
Brands by revitalising and re-enforcing brands. It can be strengthening while creating Brand
identity. Through Aaker Brand equity model how brand can be extended, brand value can be
created will be explained:
Brand value can be created by Apple by adhering to consumer perception and ensuring total
quality management by all way. It has been analysed that there is always a taste of innovation in
Apple products, so consumers are really conscious while purchasing their products. Brand
awareness, perceived quality and brand associations would all be able to reinforce the loyalty
towards the brand by expanding consumer loyalty and giving motivational reasons to purchase
the product. Company must be engaged in making that branding strategy which can fully address
consumer wants or demands (France, Merrilees and Miller, 2016). In order to extend and
revitalise their brand they can engaged in doing ad campaigns. It will assist Apple in creating
interest of consumers to buy apple products. Also they can be engaged in creating products for
their targeted groups of customers. Well design and utility of Apple products can give them
competitive advantage. Apple leveraged it’s “lifestyle” brand into products that weren’t just
computers: these were a status symbol and a choice of life to customers. Brand value is based om
five components which needs to be controlled by Apple, these components are as following:
Brand Loyalty: Consumer loyalty is one of the most important aspects as it helps company in
improving their financial performance. In order to create Brand loyalty Apple needs to engaged
in creating branding strategy (Piehler and et.al., 2016). Like for example they can adopt premium
pricing strategy for their products. This can assist them in reinforcing brand identity. Loyalty can
also be created with marketing. Like for example Apple can expand its products offering. By this
they will be able to maximise brand equity. Brand Loyalty can also be created by relying to
Consumer expectation and delivering them with high quality products. Customer satisfaction can
lead to loyalty. It can also be created by providing consumers with personalised service and
having proper interaction with them.
Brand Awareness: It can be created by making consumer aware about the product served by
company through right promotions. It means how much knowledge is being acquired by
consumers related to product line of Apple. They can promote their goods and service through
commercial advertisement and print media. Also brand awareness can be created by them by
advertising I-phone 11 pro on social media channels such as Facebook, Twitter and Instagram.
4