Brand Management: Importance, Strategies, and Analysis

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1 Explain the importance of branding as a marketing tool and why and how it has emerged
in business practice. & P2 Analyse the key components of a successful brand strategy for
building and managing brand equity......................................................................................3
Introduction............................................................................................................................3
Main Body..............................................................................................................................4
Conclusion..............................................................................................................................6
TASK 2............................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................6
TASK 3..........................................................................................................................................10
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level.....................................................................................................................10
TASK 4..........................................................................................................................................12
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples..........................................................................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is a techniques or a strategy, or several steps which are performed
and efforts made to reach to a perceived value of the brand over a particular time period. Brand
management is a marketing function involving all the procedures and theories for managing and
strengthening a company's value and brand effectively (Ahn, 2019). Brand management function
allows the firm or the entity to develop loyal customer base that are retained for the longer period
of time and leads the path towards success and growth. It is a practice and a function which
involves several attributes of the brand its products, price, distribution channels, market
presence, packing and many other that are involved in keeping the brand flourishing in market
and developing better position amongst all competitors. The report is based on a client Dyson
Group Plc of a advertising organisation “High Level Impression Ltd.”. The report include a
understanding of how a brand is build and managed as well as the importance of branding.
Moreover, different models are applied for portfolio management, brand hierarchy and brand
equity management. At the end several techniques are evaluated for measuring and managing
brand value for the specific organisation.
TASK 1
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice. & P2 Analyse the key components of a successful brand strategy for
building and managing brand equity.
“BRAND IS POWER”
Introduction
Brand is a symbol, logo, sign, name or any other statement that represents a particular company
in the market and through which it is recognizable that the specific products and services
belongs to the respective company in the industry. Also, Brand distinguishes offerings of
organisation form other in the marketplace rendering it a unique position and individual status
(Piehler, Schade and Burmann, 2019). Brand equity is a result of branding, it refers to the value
developed and earned by company through offering its products and services in the market
which has a recognizable name and position in the industry in comparison with others. It is the
responsibility of the firm to develop the brand equity depending upon them and their strategies

for the same. Branding is a process of rendering means to the company, its offerings and
presence in market by creating and shaping effective place of the brand in minds and lives of
targeted audiences and potential consumers.
Branding is a marketing activity which involves various action with the motive of pull in and
retaining customers resulting in gathering a loyal base of buyers by providing the best for
satisfying their needs and keeping them aligned with the brand promises. Through branding
successful position can be developed in the industry which needs to be managed by the brand
over time that provides a competitive edge to the firm contributing to long term profitability
and sustainability (Beverland, 2018).
Key components that are involved in developing a strong and potential brand strategy first
involves, market research and understanding the key customers who's needs align with
company's offerings. Next up is competition analysis for knowing who all are on the same level
as of the organisation itself. Once customer and competition analysis is done it will enable the
brand to have an idea for differentiating itself from others in the industry and to be unique for
the audiences. The next stage is of value propositions and generating those unique factors
which benefits the company in staying step ahead of others and developing a separate position
which cannot be hindered by competition or any other factors. At the end, entity will engage in
marketing processes and activities by all the proper measures to mitigate the impacts of
negative elements and to take positive outcomes of respective opportunities available.
The marketing department executives are responsible for marketing actions in which they
perform their job roles for branding and developing promotional plans or strategies for the
organisation and its offerings.
Main Body
Brand equity as referred above is the value propositions which are generated by the brand from
certain offerings which established a unique and higher position in the industry and in the
marketplace in relation to other brands and offerings (Razak, 2020). It is necessary and a crucial
task for a business entity to indulge in developing and strengthening the brand equity of the in
all the various marketplaces where it deals. High Level Impression is a advertising company
that serves other businesses with all the required effective solutions and strategies for
improving their brand equity. The Dyson Group Plc is one of the important client of High
Level Impression Ltd. for which the firm is developing branding strategy and brand equity.