Brand Management in Higher Education

The assignment delves into the application of brand management principles within higher education institutions. It examines various research articles that explore different aspects of this topic, such as the use of the Brand Flux Model at Arcadia University, curbing negative online discourse about brands, and the impact of communication on employee brand understanding. The analysis also considers brand management in family firms, luxury brands, and the gaming industry, showcasing its diverse applications.

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).

Concepts of Brand: This includes needs, idea, deadlines, consumer insight, promise statement,
purchase intent form consumer view points.
Theories of brand: The following are the theories of brand that includes 3 stages for processing,
in terms of meeting design, value proposition, and statement of positioning.
 Design:The theories of brand involves and encourages Adidas and Nike to follow by
which, logos, colour, variations, slogans are performed well and achieved by the brand by
managing and maintaining theories reputation effectively.
 Value proposition: The value is added to the products of Adidas and Nike as the theories
claim, and exploration of ideas are made to bring out effectiveness (Pyper and Gounaris,
2016).
 Position statement: The term does not describe about the position of brand, but, it
focuses on the position that are maintained in the minds of the consumer. By which
effective decision can be made to alter by meeting terms in case it is needed. These are
the factors that are performed effectively to meet profit and productivity of the Adidas
and Nike.
In this report the above mention details consists of brand theories, concepts and modals that are
opted by Adidas and Nike.
P2 Key components of successful strategies of brand by building managing brand equity.
The following are key components that are build for successful achievement of strategies
of brand which enable the Adidas and Nike to manage equity of brand. The key elements are
 Target audience: By targeting specific audience who frequently visible as buyer of the
product (Chiang, Han and McConville, 2018). To understand the nature of consumer are
more complex, which encourages Adidas and Nike to target the large number of audience
by which increment in purchasing power can be made. The minds of the consumer are
influenced by explosion the value of product and services that are provided by
organisation pod Adidas and Nike.
 Brand loyalty: The loyalty have to be maintain by each and every instantiation which
increases the chances for long run. In terms of meeting the promise and loyalty that are
created among the consumers brand loyalty are well and effectively maintained by
speaking the message about the products to bring out the effectiveness. This can enhance
profit and productivity of Adidas and Nike by building trust among the employees.

 Brand perception: The consumers think about brand and enhancement are made by
differentiating the quality based productions. The increase in the nuances are positively
impacts the minds of consumer and vice versa. Also, understanding are boosts by findign
the present consumers views, thoughts, and knowledge regarding the products of Adidas
and Nike (Greve, 2016).
 Brand value: The quality can be increased by maintaining value of brand which defines
by clarifying about the core values that organization of Adidas and Nike.
 Brand voice: Voice of the brand can be determined by knowing about its personality and
how it fits between consumers that are consistently known by organisation of Adidas and
Nike by improving the performances. Voice of the brand loudly describes about product
which either positive or negative impacts are framed in the minds of buyers. These also
affects the purchasing power.
 Brand positioning: In minds of consumer that are carrying the position statement and
describing it about thoughts and views of consumer. The position describes about many
components or factors which is considered as important tool in order to develop the
strategies. By knowing the position of brands enables the Adidas and Nike by performing
according to boost the results effectively (Matusitz, 2018).
M2 Application of examples within organisational context.
To increase the sales for the sport shoes of Adidas Nike casual shoes which are
highlighted by consumer due to defective providing. The organisation of both effectively
performs to meet the efficiencies.
Adidas: By concentrating on the needs and desires of consumer effectively by producing the
sport shoes to meet the needs of men, women, and kids. Organisation of Adidas get well known
about the expectations of consumer to meet the needs and state the departure of production to
produce the goods and services effectively to meet the terms by knowing the colour, size, and
expectation of price, anti slipping material are use d with increasing the prices and longevity of
shoes are sold with guarantee (Portfolio management, 2018).
On the other hands, to retain back the name of Nike, marketing team are involved to
know the minds of the consumer and defective pieces are made changeable in specific period and
enhancements are made in process of generating casual shoes of Nike.

TASK 2
P3 Different strategies of portfolio management, brand hierarchy, and brand equity management.
Portfolio management: This can the described as necessary management of portfolio, by
which the highest possible return are generated with maintaining low possibilities of risks. There
are two different approaches that are included in this portfolio management. They are termed as
active portfolio management strategy, and passive portfolio management strategy.
Active portfolio management strategy: By analysing the particular style or
management which generate returns that impacts the market at large. By knowing the market
inefficiencies, the higher cost are involved that average costs which stresses on advantage taking
on this factor. To know about the current ineffectiveness, advices are focused which are gathered
from analysts and managers that are implemented to bring out the efficiency (Williams and
Omar, 2014). For the purpose of stock selection the following are approaches that are involved in
portfolio management.
 Top down approach: Observation is made on the market as whole, to maintain the
economic cycle, expected performance are decided about the industries and sectors. In
order tpo meet the efficiencies, the decision made about the specific stock. Relating to the
organisation like Adidas and Nike to perform well in particular field.
 Bottom up: here, on the other hand, ignorance are made on condition of market and
trends that are expected are neglected completely for the purpose of evaluation on which
organisation of Adidas and Nike are based on its strength.
Passive portfolio management strategy: It concentrates on understanding about
markets are efficient instead of regularly beating the results of the market. It involves, efficient
theory of market, indexing, patient portfolio, aggressive portfolio and conservative portfolio
those are considered by Adidas and Nike.
Brand hierarchy: The positive impressions are printed on the minds of consumer
regarding brand hierarchy which connects the stages of coordination by bringing out the
effectiveness that results in profit and productivity ( Li and et.al., 2017). With the help of logo
name, marketing mix and effective communication the results can be achieved.
Brand equity management: Keller's brand model hierarchy explores brand equity by
non requirement of information about Nike as it has promoted effectively its products and

services. Hence, they are carrying their identification globally by maintaining its reputation. By
opting nuances and more innovation and exploration are made at large. There are positive
impacts in minds of the consumer relating to brand equity management. This can be determined
as bran d equity management.
M3 With the help of theories, models and framework, analysing of portfolio management, brand
hierarchies and equity.
Analysing Portfolio management with Keller's theory: With the help of Keller's
theory, Nike provides, identity to the product which are produced in terms of meeting the variety.
And meaning are generated to the brand as it can be described as, consumer consider it as
meaningful product to use. Also, value to the brand are generated by Adidas to bring out the
effectiveness. Response to the Nike and Adidas brand are not need of introduction globally. It is
known for its quality and varieties of products by which the Keller theories explore the details
about its efficiency. It considers the value of the market by expecting possibilities by reducing
the risks efficiently. By this, the theories and models effectively make available of knowledge by
knowing the meaning, identity, response for the products which are positive and resonance as it
is quite difficult to manage the attitude of consumers towards the products. Still, it is performed
by Adidas and Nike.
Brand hierarchy analysis: This can also be termed as brand architecture. Analysis of
portfolio management the organisation of Adidas concentrates on strategies as he organisation of
Adidas, finds difficult to maintain the positive level of strategies by involving the senior
engagement, owners, and other entrepreneurs (Hills, M., 2015). Relationship between the
products and line of products are often vague. The bottom line are considered primarily as
confused, though the realisation cannot be made on the needs of the consumer. Establishment of
strong products make hard and tough to decide about the strategies that are involved in the
promoting the various products of Adidas. Brand hierarchy fundamental enables the Adidas
organisation to reduce the confusion in terms of meeting the productivity and profit.
Analysis of brand equity: the following are the elements that are considered by the Adidas and
Nike organisation that are detailed in this report by meting the brand equity sufficiently.
 Awareness: It enabled the Adidas and Nike to know and get aware about the brand that
are existing in the market in the minds of consumer by knowing about its perception that
are carried by consumers.

 Brand association: The association of the brand relating to Adidas and Nike are well
coordinated globally to meet its efficiencies in terms of theories of Keller's and models.
 Perceived quality: Th quality of goods and services that are carried by Adidas and Nike
are considered and analysed positively to bring out the possibilities by which
effectiveness can be boost in further processing.
 Brand loyalty: with the help of theories and models loyalties are maintained.
 Other proprietary brand assets: Theories allow the organisation of Adidas and Nike to
treat and consider brand as assets which increases the capabilities (Piehler, Schade and
Burmann, 2017).
TASK 3
P4 Managing of collaboration of brand in partnership at domestic and global level.
In partnership following the framed strategies and acting as per rules and terms
effectiveness are brought out by meeting the results of Adidas and Nike in global and domestic
levels. Hence, there is involvement of online commercialisation and social transactions. With the
help of following framed rules and responsibilities, in following ways are performed.
 Managing brands over time: In the markets of domestic and global the primary focus
is made on mangling the brands over time by maintaining needs and expectations of
consumer. The cost of manufacturing, export and import process are focused by partners
in globally and domestic level which encouraged them to opt the nuances while
performing. The performances re meet improvements in routine. With the help of
partnership Adidas and Nike effectively perofrms by maintaining the brands accordingly.
 Be adaptive and flexible: The partnership to meet eh effectiveness they maintain the
performances by adapting the rules and regulations as per meeting improvements by
which in domestic and global level it is well coordinated by sharing the terms.
 Leverage technology: The nuances in technology in domestic level are made available at
globally situated industrious to bring out the possible benefits and meet the consumer
expectations. By meeting the terms of licensing, identity, activation n system Adidas and
Nike performs well and essential.
 Use custodians: By constantly and consistently, assuring about the brand identity,
strategy, marketing and activation, the roles and convertibilities are well acknowledged

by the partners located in global and domestic level. Only limited person can advise the
strategy about the industries of Local and global as the effectiveness can be brought out.
 Align organisational structures: The raised issues and terms are considered by focusing
primarily by knowing about the defectiveness and lack of performances made by
accountability, and many other terms (Beck, 2016). Necessary modifications and
implementations are made to bring out the sufficiency and possible results accordingly
with the help of partnership across territories.
 Being proactive: With the new an emerging grands, expectations are considered while
producing products of Nike and Adidas by enhancing and exploring the dimensions by
which growth, culture and nuances and innovations can be brought out. Partnership by
discussing about the existing trends and other terms they efficiently perform by opting,
innovation and specific techniques in domestic as well as goalball levels by which
consumers can get varieties that are produced accordingly.
M4 To leverage and extend brands different techniques used are evaluated.
There are three different ways leveraging brand equity that have been detailed in this
report. The advantage or benefit of command of brand which are achieved by building, the value
and power of brand. These are explored are in terms of making huge expenditure band it would
take time as it is consumers time to explore.
Brand extension: Adidas and Nike are established their brand name by extending by meeting
the categories accordingly. And these, categories may or may not relate to the extension. How
the name of the brand can be well established and categories of products are describes about like
they will explore or not. With the name of brand consumer buys the new products by meeting
influenced which ids the major benefit and advantage (Aremu, Isiaka and Suleiman, 2015).
Brand stretching or vertical extension: On the basis of value of segments, that are already
existing in the market, the organisation of Nike enters into these premium by performing in terms
of upscaling and downscaling. By this organisation of Adidas engage in ways of stretching the
products of brand those have been discussed in this report.
 The markets that are available must be saturated.
 Consideration of popular segments can be made by sensing and knowing the new
opportunities.

 Competitions that are existing in the available market are considered thoroughly to meet
its effectiveness and make aware about it by elaborating differences.
Line extension: By terms of marketing the preferences form the side of consumer like, tastes,
preferences, variations in terms of changing colour, size, and styles and also by including many
more things. The organisation of Adidas and Nike explore their products by meeting the
preferences of the consumers and giving tough competition to each other (Cavender and
Kincade, 2014). For example Adidas and launching new sport shoes, but the reviews from the
consumer does not meet the effectiveness in terms of feedbacks, demand, and suggestions. The
reviews are very dull but the attitudes and attributes of carrying sport shoe sand name of brand
defined abound the line of extension of product.
Task 4
P5 Techniques for measuring and managing value of brand with examples.
In order to maintain the efficiencies and check possibilities of nuances in promoting the
brand. The organisation of Adidas and Nike ensures the profit and productivity by knowing the
current status of brand. And later on necessary improvisation are opted in order to bring out the
defectiveness by following the techniques of measuring brand and managing values.
 Brand awareness: In the view point of consumers data and information are collected in
form of grabbing the knowledge about the minds and affectivity of the products and
sources which enable the organization to perform accordingly and measure brand value.
The consideration from the side of the consumers are encouraged at large o meet its
effectiveness to bring out the efficiencies. Increment in the demand of the products leads
to increment in brand of Nike and Adidas. These increment increase the awareness and
reputation and value of brand are automatically boost and higher (Wallace, Buil and de
Chernatony, 2014).
 Preference metrics: Metrics are used to know about the relevance of Adidas and Nike
which enables to refer accessibility and emotional connections are the strength of
organisation that provides effectiveness about the brand vale can be obtained.
Willingness of the consumer to switch towards Adidas by paying price for the products
and services allow the Adidas to measure value of brand.
 Financial metrics: By being tough competition that are existing in the market the
increase and decrease in the value of brand are measured accordantly to know about it.

Knowing about the lifetime consumer value by which transaction value can be well
determined and known and price premium over competition can be well ascertained.
 Output metrics: Activities of local impacts brand either equity or by begin they are
optimised by the locality services by which value of brand can be determined. The terms
of sales and launched or promoted products effectively analyse the factors of measuring.
 Local Marketer perception metrics: By meeting all the preferences from the side of
consumer in terms of awareness, pricing, improvements the techniques of output metrics
and incurred enables helps Adidas to opt the technique for measuring value (Leander and
Weber, 2016).
 Competitive metrics: To know about the ups and down in competition that are faced by
Adidas enables the Adidas and Nike to measure the techniques of brand value. Also, by
this, necessary enhancement in source of increasing and decreasing factors are
considered.
M5 evaluation of application of techniques and managing the value of brand which build relation
to develop strong and enduring brand.
By progression and constant reassigning the value of brand, Adidas and Nike permafrost
so well to meet the efficiencies that have been detailed in this report by evaluation.
 Brand awareness: The organisation of Adidas and Nike effectively performed to meet
the terms of consumers acknowledgement of awareness of their products and variations
that are made in goods and services. This acknowledgement enables the organisation to
bring out the performance of increasing the value of brand effectively. To perform high
and the results will also lead the highest are the beliefs that are decided as per evaluation.
 Preference metrics: By considering Adidas and Nike the preferences are given primarily
from the side of consumer which boost the value of brand effectively in terms of
achieving results as well as meeting the efficiencies.
 Financial metrics: The terms of financial are considered as primarily by the organisation
of Nike and Adidas which effectively enables them to perform and evaluate the financial.
The results of profit and productivity achieving results in larger and wider as the name of
these two organisation does not require any kind on introduction. Hence, the evaluation
of financial metrics, proved successful by meeting terms ( Syngal and et.al., 2015).

 Output metrics: The demand for the shoes whether it is sport or school or maintainable
and facing wider demand all over the world which describes about the potentiality in
terms of meeting the output metrics. There are sufficient productions made for the
purpose to distribute and sale as per needs and consumer.
 Local Marketer perception metrics: Local market just like global markets, carrying the
Adidas and Nike effectively by which organisations meeting the terms of perception of
local market (Chandrasekaran, 2015).
 Competitive metrics: Tough competition is provided in the markets of domestic as well
as global by effectively meeting the results which promotes evaluation with efficiently.
The competition that are existing in the market allows the organisation of Nike and
Adidas to in crease the brand value by evaluation.
CONCLUSION
Brand management is tough to maintain which includes, reputation, price, quality based
products and other terms etc., without name consumer cannot prefer to buy commodities. To
explore the products by differentiating from the existing products and meeting the prices that
suits consumers can be termed as brand. In this report, importance of marketing tool and key
components of knowing about the strategy of brand have been detailed. Apart from this,
portfolios that are opted by Adidas and Nike which are considered in this report have been
detailed by elaborating the different types of hierarchies and equity of brand that impacts the
organisation with theories, models and framework have been detailed in this report. With the
help of partnership the levels of global and domestic have been detailed. And besides this, ways
of building brand management and hierarchies of effective evaluation have been provided.

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