Brand Management off Adidas and Nike : Report

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Understanding of brand is build and managed over time......................................................3
M1 Management of brands with application of theories, models and concepts.........................4
P2 Key components of successful strategies of brand by building managing brand equity......5
M2 Application of examples within organisational context......................................................6
TASK 2............................................................................................................................................7
P3 Different strategies of portfolio management, brand hierarchy, and brand equity
management................................................................................................................................7
M3 With the help of theories, models and framework, analysing of portfolio management,
brand hierarchies and equity.......................................................................................................8
TASK 3............................................................................................................................................9
P4 Managing of collaboration of brand in partnership at domestic and global level.................9
M4 To leverage and extend brands different techniques used are evaluated............................10
Task 4 ............................................................................................................................................11
P5 Techniques for measuring and managing value of brand with examples............................11
M5 evaluation of application of techniques and managing the value of brand which build
relation to develop strong and enduring brand..........................................................................12
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Starting from the process of meaning of brand, consideration of branding as an important
tool have been detailed. There is difference between product and brand have been highlighted.
Application of theories, models and brand equity have been detailed in this report to know more
about it. Organisation of Adidas and Nike are considered in this report and portfolio management
have been discussed with focusing on brand hierarchies and brand equity management (Key
elements of brand strategy to build brand, 2014). To make the report more effective application
and evaluation of theories dan model have been discussed by achieving in detail.
TASK 1
P1 Understanding of brand is build and managed over time.
 Meaning of brand: A company makes a specific type of product can be termed as brand.
Brand enables the consumer to differentiate among the product by identifying the terms
of logo, name, quality, design and symbol (Berthon, Ewing and Napli, 2015). Brand
enables organisation to increases price of product as per increase in reputation of demand
which effectively leads the organisation to encourage towards more nuances.
 Branding as important marketing tool: To make effective of product crucial things
considered by exploring marketing terms are the important tool of branding. As, it
provides identification by targeting the market. It helps to know the consumer
psychology, taste and preferences and views about the products by which needs and
expectations can be met effectively. For example the knowledge of Adidas and Nike are
explored with the help of marketing.
 Differentiate between brand and product: Encountering into market brand and
products are considered as two terms (LEE and et.al., 2016). It can be well understood by
brand is made by human whereas, product are manufactures by organisation or company.
There are close substitutes produced for products but brands cannot e replaced. Also,
brands are the assets of organisation, products are not considered.
 Key elements of strong brand: By targeting consumers or audience, key elements are
played as vital role. Which involves promise that are made rewarding brand, those
enables they audience to understand perception, values, voice and positioning. It focuses
on performing from business to consumer.

 Manage and develop a brand over time: Managing brand is tough. Still, organisation
effectively maintain the reputation of brand by meeting the expectations and rendering
the products to consumer as per their needs and wants (Datzira-Masip and Poluzzi, 2014).
The development of brand, leads towards long existence of organisation or company.
 Challenges in developing a brand: The challenges that are faced by organisation s to
treat the brand in form of asset, by setting vision and constant focus on maintaining the
reputation. Also, nuances are brought out by creating new subcategories. Also,
consideration is made regarding execution of ideas and viewpoints by recognising the
size of the budget and concentrating on providing more goods things in terms. In the
dynamic, and complex mindset their needs are differs from one another. Achievement are
made by building digital strategies and three relevance threats are make enable to
willingness to invest and change.
M1 Management of brands with application of theories, models and concepts.
Keller's Brand Equity model: Another name of this model is Consumer Based Brand
Equity (CBBE). The thoughts and views about the products explore knowledge with the help of
this model. Organisation of Adidas and Nike concentrate on the view points of consumer to
focus and make the changes in the products by which profit and productivity can be increased.
This is performed by knowing about the following things (.Zablocki, Schlegelmilch and Schant,
2017).
 Brand identity : Organisation of Adidas and Nike with the help of brand identity create
awareness about their products.
 Brand meaning: By meeting two terms regarding products are performance sand
imagery. Effective communication are made about the features of products durability,
reliability, serviceability in performances and imagery enables Adidas and Nike to meet
the needs of consumer by meeting the needs at social and psychological terms.
 Brand response: Responses are determined with the help of quality, consideration and
superiority, and credibility by getting feedbacks and suggestions from the consumer.
 Brand resonance: Keller's defines resonance as difficulty to reach, which describes
about the loyalty of consumer, with attitudinal attachment, sense of community, and
active engagement which is the goal to meet that are performed by Addidas and Nike
(Shah, 2015).