Brand Management: Strategies and Success

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
TASK1.............................................................................................................................................3
P1 Importance of branding as a marketing tool and why and how it has emerged in business
practice........................................................................................................................................3
P2 Key components of a successful brand strategy for building and managing brand equity....5
M1 Evaluate how brands are managed successfully over the time using theories and models . 7
M2 Apply valid example in context of organisation...................................................................7
TASK2 ............................................................................................................................................8
P3 Different strategies of portfolio management, brand hierarchy and brand equity
management ...............................................................................................................................8
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks..........................................................................10
TASK3 ..........................................................................................................................................10
P4 How brands are managed collaboratively and in partnership both at a domestic and global
level...........................................................................................................................................10
M4 Critically evaluate the use of different techniques used to leverage and extend brands....12
TASK4 ..........................................................................................................................................12
P5 Different types of techniques for measuring and managing brand value............................12
M5 Critically evaluate application of techniques for measuring and managing brand value in
relation to developing a strong and enduring brand..................................................................15
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................16
books and journals.....................................................................................................................16

INTRODUCTION
Brand management can be define as function which is performed by organization in
relation to mange its image in front of customers so that it can attract customer and training them
for longer period of this. This concept is directly linked to profitability of firm and achieving its
business objectives. This report is based on study of Coca-cola. It is American multinational
organisation which is dealing in drinks and beverages. Organisation is selling its product at
global level where it cover market of UK, India and various other. In this report ,there is
discussion about Importance of branding as a marketing tool and there used. Along with this,
there is also discussion about Different strategies of portfolio management, brand hierarchy and
brand equity management.
MAIN BODY
TASK1
P1 Importance of branding as a marketing tool and why and how it has emerged in business
practice
Branding is described as an effective business practice which is beneficial in developing
specific image of goods. This is valuable in defining clear image of the Coca Cola products from
their competitors. The major objective of branding is related with analysing differences in quality
of product which is important aspect in achieving valuable clients for long duration. Basically it
is useful in defining customer taste and preferences towards the products which are offered by
firm and determining their logo at the market areas. With the help of this factor consumer can
easily identify the valuable goods for, this helps firm in gaining satisfied customers in most
efficient manner (Yanenko, 2016).
Along with this is valuable factor for business to establish their brand image among their
potential clients so they can easily grab market shares by competing from the rivalry firm. It is
reflected as the significant business activity for management of product portfolio this helps in
achieving competitive gains at market place The sales volume and profitability ratio can also be
enhanced by effective brand image in desired time duration.
The main aim of branding is linked with establishing differentiation presence that result
in attracting large number of client towards their product. It is defined as a market strategy which
is mainly used by firm to make difference in their product portfolio range for earning good

reputation at market place. In this aspect there is importance of branding as an important tool for
marketing evaluated below as: Branding enhances recognition: The most important component for a firm is brand
logo which helps in attracting large number of customers towards their product so they
can enhance overall sales and profitability ratios of firm. In context of Coca Cola, they
are executing their own branding approach for maximising profitability ratios. Under this
factor they implement new product innovation for enhancing their overall market growth.
This consist of basic diet coke, classic diet and so on. For making customers purchase
goods they promotional activity are carried out in most efficient manner. This is an
important factor for enhancing large market share.
 Brands provide a stable asset: In business organisation there are changes taking place
which helps in minimising sales ratio but if firm focuses on development of strong brand
image at market place then they can easily implement changes in order to achieve
positive outcomes. In this context Coca Cola is serving products to their potential
customers from the 19th century which is extended according to their competitors. The
strong brand image helps in satisfying their potential clients by offering treasured
services to their targeted clients.
 Branding generate new customers: Branding generate new customers because the
strong brand image effects the success of organisation and helps the organisation to
capture large market share by enhancing the sell and generating the new customers,
results in high profitability, and coco-cola attract there customer by offering different and
interesting services include changes in the ingredient of product for example coco-cola
recently lunched new product with zero sugar which helps in maximising sales up to 35%
(Von Walter and Kremmel, 2016).
 Brand sets expectations: In current competitive market customer wants services
according to their expectations, by competing the nutritional values and bad effects of
product. so coco-cola lunched their new product on the basis of customer demand that is
less calorie, low sugar product in prospect to customers. Coco-cola always try to provide
qualitative services on the basis of customer needs.