Table of Contents INTRODUCTION...........................................................................................................................1 TASK 1............................................................................................................................................1 P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice.....................................................................................................................1 P2 Analyse the key components of a successful brand strategy for building and managing brand equity.................................................................................................................................3 TASK 2............................................................................................................................................5 P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management................................................................................................................................5 TASK 3............................................................................................................................................7 P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.......................................................................................................................................7 TASK 4...........................................................................................................................................8 P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples.................................................................................................8 CONCLUSION................................................................................................................................9 REFERENCES..............................................................................................................................10
INTRODUCTION Brand management is a process of marketing in which companies maintaining good relationship with customers for increasing the value of their product line and creating a positive image of its brand at the market place(Brand Management, 2019).The main motive of brand management is to enhance a level of brand loyalty among existing users. Also it is very important for every businesses as it helps companies to evaluate an overall performance of its brand. In this present report, chosen company is Zara which is largest international fashion industry across the whole world. This is founded by Amancio Ortega and Rosalia Mera in the year 1975. Along with this report, it covered various topics such as importance of branding as well as component of successful brand strategy and also it has been analyse the different strategies of portfolio management, brand hierarchy, and brand equity management. In order to this, it can be evaluate that how brands are managed collaboratively and in particular at both domestic and global level. At the end, in this report, different types of techniques for measuring and managing brand value are going to be covered. TASK 1 P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice The term branding refers to process of marketing which involves creation of unique identity for the product in minds of consumers through advertising media comprising of pursuant theme(Abratt and Kleyn, 2012). The aim of branding is to set up pivotal and differentiated presence at the marketplace so that ample number of loyal customers are attracted and retained in ZARA. Branding acts as very important tool for marketing of products of ZARA and have major impact on the company. The importance of branding as a marketing tool is defined below:- Branding Gets Recognition-Branding is essential for every business organisation because it helps them to get acknowledgement and becomes better-known to customers. ForZARA,mostimportantcomponentofbrandingisitsLogoasitpowerful, unforgettable and builds omnipotent impression at the first glimpse. For creating strong image and brand identityin minds of customers Zara's brand ambassador is chosen as part of marketing tool. Currently brand ambassador of company is ZARA Phillips. 1
Attracts Investors-A strong brand image in the market helps to increase the value of business by providing the company more leverage(Annie Jin, 2012).This leads to attract more opportunities for investment as organisation has established good place at the marketplace. In context of ZARA, managers focus on fulfilling needs of customers which develops good image in minds of investors and they invest in the shares of company. So, it leads to increase of business value for ZARA. Increases Employee Productivity and satisfaction-The well- known brand attracts more qualified and talented employee in the organisation. More and more people wish to workinZARAasmanagerstheiremphasisesonbothemployeesatisfactionand productivity. Employees of ZARA are highly satisfied because they get their salaries, rewards and other various incentives on time which leads to decrease in employee turnover and increase in productivity for company. Strengthens Negotiation power with Suppliers-ZARA is largest organisation in fashion industry so, for suppliers it is the biggest customer. The managers of ZARA has build up good brand identity in market which leads to strengthen the negotiation power with the supplier. This power must be used to insist suppliers to deliver quality products on time and also, managers of ZARA can bargain over prices. IncreaseinCustomerBase-Agoodbrandwillassistcompanytowinreferral businesses. Once the brand is popularised and trust is developed which helps to attract more and more customers for company(Balmer, 2012). Managers of ZARA fulfil requirements of customers without any delay and launches new products according to trend followed in market which helps to maintain the customer loyalty with brand equity. Attracts New Distribution Partners-Zara is very popular brand with huge customer loyalty. So, this leads to attract more distribution partners for its products at both local and international level. New distribution partners are attracted for ZARA because of high return on investment and maximum customer satisfaction. Creates Consumer Preference-Customers prefer those brands which possess strong brand image as they are aware with the brand. The well known brands are seem to be less risky to prefer to buy products from the ZARA. Customers of ZARA prefer to buy products from this brand as its products are well-known with quality products. 2
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The concept of branding has emerged in business organisation from the last two decades as this leads to develop a good position in the market. If any business organisation planning for expansion of business than branding will play pivotal role for developing and creating awareness about the brand in the market. Branding provides certain benefits to business organisation as it helps to differentiate from the saturated market, increases employee pride, and attracts highly skilled and talented employees because of strong brand image in the market. This concept has emerged in business practices which help ZARA to conduct its operations smoothly and effectively(Braun, Kavaratzis and Zenker, 2013). Thus branding has emerged in business practices of ZARA because it helps to promote its offerings on a large scale at the international level.ZARA maintain relationship with their customers by which company can survive for long period of time at market place. They bring various offers in their product by which they attract ample number of customers and retain old customers towards their company. P2 Analyse the key components of a successful brand strategy for building and managing brand equity Branding is a tool of marketing which help businesses to make their products or companies image different or unique from its competitors. Their main motive is to create long lasting image of any company in customers mind. Along with this, branding is a strategy which is prepared by an organisation to attract more people which also help customers to easily identify their products. Also, it encourage or influence people to choose only their products from competitors products. Along with this, branding is used for attracting new customers and retaining old customers towards companies and its products in order to achieve organisational goals and objectives (Bruhn,SchoenmuellerandSchäfer,2012).IncontexttoZARA,companyusesvarious marketing strategies which includes, digital marketing, campaign, live chat and many more to increase its brand image and gain competitive advantage at market place. Every businesses use successful branding strategies to build and maintain long term relationship between a business and its customers as well as trust. There are various elements for building a successful brand strategy which are discussed below: Clear Vision:This is a very important component of building successful brand strategy because it helps company to develop their business at large scale. In context to ZARA, they wants to make their customers happy and satisfied rather than to focuses on earning 3
money. This is because when customers satisfying from company and its product then organisation can automatically make money by building its positive image in the market. Along with this, ZARA emphasise employees to communicate with customers and tell them about their business and purpose of it. It helps an organisation or marketer to build brand strategy and set their business core value in front of target audience at market place. Consistent Messaging:It refers to provide clear and concise information or message to people about company and its product for maintain brand image at market. In order to ZARA, after setting a purpose of their business they craft messages which is clear and consistent in nature for communicating about its purpose to target audience. It help an organisation to attract large amount of customers by creating good image of their company in customers mind(Elliott and et. al., 2015). On the other hand, their main motive is to make positioning of its brand at market in the form of giving right and correct message to people. Also to build a brand name which is easy for people to remember and recognise about company and its product. Extending Brand With Effective Communication:Communication is a very important part of any business as it helps an organisation to influence customers for purchasing it product. According to manger of ZARA, employees should have communication skills which aid to enhance its brand image and awareness at market place. Also they make sure that everyone in organisation are fully aware about their brand and have abilities to easily convey messages which helps in influencing customer to purchase their product. BRAND EQUITY:It is used in marketing, where industries describe the value of their brand as well as owner of a company can generate more revenue to became brand recognition. This is because customers thinks that product of well known brand is best rather than less known brand name(Zaglia, 2013). Along with this, the value of brand can be determined by customers experience and point of view. In context of ZARA, brand equity play a very important role because they make a positive brand image at market place. Their main motive is to make good image in customers mind and change their purchase decision which is related to other category of brand. There are various components of managing brand equity which are discussed below: Brand Loyalty:It meansto have positive feelings towards a brand which generate level of dedication to purchase same product repeatedly and in future 4
too. In order to ZARA,if company can provide products in high price then customer will purchase it because customers believe high price of products are good in quality. Through this ZARA manage their brand equity at market place which attract more customers and retain loyal customers. Brand Awareness:It means to generate awareness at market place which help customers to know about organisation and product. In context of ZARA, it will help customers to recall and recognise their brand name for longer period of time in order to achieve organisational goal and objectives. TASK 2 P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management. Portfolio management strategies-This is known as different techniques applied for efficient management of portfolio as it helps generate highest possible returns at lowest degree of risk(Wirtz and et. al., 2013). The two techniques of portfolio management includes active portfolio and passive portfolio strategy which has been defined below :- Active Portfolio Strategy-This strategy focuses on facts which assist to beat the market by earning profits. It also emphasises on taking advantage of inefficiencies of market. It is further classified as Top-down approach for stock selection where managers evaluate whole market and decides which sector is expected to perform better in present economic cycle. On the other hand Bottom-up approach is that where managers analyse companies on the base of strengths rather than considering market conditions and expected trends. Managers of ZARA uses top-down active portfolio strategy as their decision are based on overall market conditions and customer needs so, that production can be done accordingly. Passive Portfolio Strategy-According to this strategy managers rely on the fact that markets are efficient so, its impossible overcome market returns on regular basis and from low-cost investments higher returns can be earned and maintained for long-term(Erdoğmuş and Cicek, 2012). In context of ZARA managers their don't believe in making huge investments as they consider market efficient. Managers ofZARA make low cost investments and maximise returns for long term. 5
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Brand hierarchy strategies-This refers to strategic and logical structure of all the brands included in portfolio. This hierarchy is based on the concept that customers associate with brands at different levels such as endorsed brands, product brands and corporate brands. These strategies allows mangers of ZARA to create brand portfolio which appeals different segments and needs. The various hierarchical models for brand are House of Brands and Brand House. ◦Houseofbrandcomprisesofindependentsetofbrandswhichemphasison maximising impact on the segmented market.Along with this, it include numerous of band where customers have option to choose or select the brand according to their preferences. (Zenker and Braun, 2017). ◦WhereasBrand houseadopts only master brand for particular time period with the set of offerings and descriptive sub-brands .In addition to this, company itself is the brand as well as their services and products are set of the part main brand.(Foster and McLelland, 2015). With reference to ZARA, managers develops brand hierarchy by pairing sub brands ZARA with itsmaster brand Inditex to attract more customers and maximise return on investment. Brand equity management strategies- Theterm brand equity is part of marketing which defines value of brand and its importance. It reflects value perceived for name, symbol, logo and other factors. If organisations have positive brand equity than their will be more loyal customers and competitors will have knowledge about this factor. Their are various models for brand equity which helps to build strong brand image propounded by Kevin Lane Keller(Gummerus, Liljander and Pihlström, 2012). This model explains about thinking of customers for products and services provided by company. Managers of ZARA applies this model which consist of four stages which is explained below:- Brand identity-It refers to information received about products and services for consumers as is helps them to be well-known with the product. For identification of products ZARA frames logo, tag-lines, sign, images and physical stores which are related to feelings of customers. Brand meaning-This stage is concerned with the purpose and reason by which customer feel proud and satisfied which will influence them to buy products again and again. If ZARA offers products with good price with best product quality, performance of product is effective 6
which are purchased by customers. As ZARA has good image in market because it offers products with good prices and best quality products which gives customers fantasy over their products. Brand resonance- this is totally concerned with customers loyalty because there is cut throat competition in market with availability of close substitutes of its products offered. Managers of ZARA production is based on good quality raw material and products are not much excessively charged which helps to maintain customer satisfaction and their loyalty. Brand response-If ZARA offers better quality products to its consumers than they will have positive response with high satisfaction level with the brand. If the products purchased by customers from ZARA are fulfilling their needs and expectations than they will show positive response with brand loyalty(Huang and Sarigöllü, 2014). Brand Extension:-In this extension, company use its brand name for introducing any new product at market place. This is also called brand stretching. Along with this, company opt this strategy for increasing demand of product as well as maintaining sustainability (Ferguson, Lau and Phau, 2016). Line Extension:-As per this extension, the parent brand aids company to make new product by which they target new market area so that they can sell their product by using the name of parent brand. Along with this, line extension means to make some changes on the product of their brand line, size, flavour and many more (Allman, and et. al., 2016). 7
Product Extension:-This extension means to bring some innovation or changes on the product of parent brand which means to enhance a variety of products (Song and et. al., 2015). TASK 3 P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level. Collaborative and partnership agreements These two components are part of brand extension which are adopted by company at both domestic and international level when business operations are carried out in another country. The collaborative and partnership agreements are used by organisation when its operations are concerned in another country and don't have proper availability of resources than companies enter into these kinds of agreements with well reputed and stable companies. For instance, if ZARA want to established its business in another country, it can do partnership and collaborate withother companies which are already well established and have good reputation in that country(Jahn and Kunz, 2012). It is beneficial for ZARA because it will help them to settle and establish their business operations in less time by making proper allocation of resources provided by partner or collaborated company.The partnership company already has good reputation in the market so it is a plus point for ZARA and it will be easy for managers of ZARA to create awareness among the customers about its products and services with its brand name.For example, H&M and ZARA are working together to deliver innovative and creative apparels which help the organisations to attract more loyal customers. This helps in profit maximisation with increased brand loyalty. Brand leverage This refers to strategy to use strong brand image for supporting company's entry in category of related products by communicating information of products to the consumer. For instance, the manufacturer of ZARA uses its brand name to launch certain products. While machines and raw material are in different product categories, there is high degree of correlation as brand name has strong impact on consumers(Kapferer, 2012).Brand leverage is an essential form of new product to introduce and inform its customers because it provides a sense of familiarity by carrying positive brand characteristics and attitudes for the new product category. 8
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For example, when ZARA launch its new products customer are not doubtful and confused to purchase it because they are familiar with its product quality and brand name. This is beneficial for ZARA as cost of introducing brand leveraged product is less than introducing a new product and no huge investment in advertisement and promotional activities. The organisation can easily find customers for its new category's products with the help of strategy of brand leveraging. TASK 4 P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples. Brand Value It also known as brand equity in which company maintain their reputation at market place through which customer are going to familiar with their products and company. If companies provide various product and service in market and customer are not having them because of unawareness then the value of their organisation and production are zero. Along with this, brand value is measured by various manner such as customer retention, brand loyalty, and many more (Kavaratzis and Hatch, 2013). Survey It means companies do survey for identifying customers need and requirement in order to fulfilling this effectively and efficiently. Along with this, if customers are highly satisfied by companies product and services then it will increase the brand image and influence customers to purchase them on repeatedly. For example, ZARA is chosen as a business entity and it is a largest international fashion industry whose brand image is good in the market place. Along with this, it has been analysed that ZARA company provides good quality of product which enhance its brand value. Also customers purchase their product when company offered in high price this is because customers believe that high price of products having best quality. Brand Awareness It is a process through which company can generate awareness about their product and service at market for providing right and correct information about it. Along with this, companies using marketing channel to promote their brand and product in front of customers and make unique or easy brand symbol, image, logo and so on which help customers to recognise 9
organisation easily (Keller, 2013). For example, Coca-cola company create awareness by giving advertising on televisions, social networking sites and so on. So, companies use various tools and techniques for measuring and managing brand awareness such as search engine quarries, surveys, social media engagement and many other. All these techniques help companies to attract customers towards their brand and increase the image of organisation and brand at market place. Customer Feedback This means ZARA take reviews or feedback from their potential customers so that they analyse the value of product and satisfaction level of customers at competitive market place. Withthehelpofthis,companymakesomechangesontheirproductinordertoattain organisational goals and objectives (Celuch, Robinson and Walsh, 2015). Market Value As per the analysis of market, company st the price of their product. In context of ZARA, the value of their brand in market sets actual price which is dependent on the buying behaviour of customers accordingly (Nimtrakoon, 2015). Brand It includes unique identity which is totally different from their competitors and will easy for customers to remind their products such as name, logo, symbol and so on. In context to ZARA, in every product of this brand use the word ZARA which aids customer to find easily and creates uniqueness at market (Rosenbaum-Elliott, Percy and Pervan, 2015). CONCLUSION As per the above mentioned report, it has been analysed that, brand management help companies to build strong relation with customers in order to accomplish organisational goal and objectives. Along with this, there are various importance of branding which enhance their sales and build image of their brand in market (Kucherov and Zavyalova, 2012). Also various components which aid to build successful brand strategy and mange brand equity for attracting new customers and retaining loyal customers towards their company and brand. At the end, various type of techniques and tools for managing and measuring brand value to generate positive image for changing purchase decision of customers and encourage them to purchase those brand of product rather than competitors brand. Branding help marketers or organisation to 10
achieve their goal and make happy or satisfied customers by providing good quality of product at market place.Along with this successful company with good image retain loyal customers for longer period of time. Brand equity is determine by the perception of customers as well as brand itself. Along with this, market of ZARA use comparative methods so that they can compare their products from others. REFERENCES Books and Journals Abratt, R. and Kleyn, N., 2012. Corporate identity, corporate branding and corporate reputations: Reconciliation and integration. European Journal of Marketing. 46(7/8). pp.1048-1063. Annie Jin, S. A., 2012. The potential of social media for luxury brand management.Marketing Intelligence & Planning. 30(7). pp.687-699. Balmer, J. M., 2012. Corporate brand management imperatives: Custodianship, credibility, and calibration. California Management Review. 54(3). pp.6-33. Braun, E., Kavaratzis, M. and Zenker, S., 2013. My city–my brand: the different roles of residents in place branding. Journal of Place Management and Development. 6(1). pp.18-28. Bruhn, M., Schoenmueller, V. and Schäfer, D.B., 2012. Are social media replacing traditional media in terms of brand equity creation?. Management Research Review. 35(9). pp.770- 790. Elliott, R. H., and et. al., 2015. Strategic brand management. Oxford University Press, USA. Erdoğmuş, İ. E. and Cicek, M., 2012. The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences. 58. pp.1353-1360. Fuchs, M., and et. al., 2012. The impact of 18 F-FDG PET on the management of patients with suspected large vessel vasculitis. European journal of nuclear medicine and molecular imaging. 39(2). pp.344-353. Gummerus, J., Liljander, V., Weman, E. and Pihlström, M., 2012. Customer engagement in a Facebook brand community. Management Research Review. 35(9). pp.857-877. Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113- 132). Springer, New York, NY. Jahn, B. and Kunz, W., 2012. How to transform consumers into fans of your brand. Journal of Service Management. 23(3). pp.344-361. 11
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Brand Management. 2019. [Online]. Available Through: <https://marcom.com/blog/what-does- brand-management-mean/>. 13