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Research on Brand Management - Adidas

   

Added on  2020-06-05

15 Pages4071 Words46 Views
Brand Management

Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1. Importance of branding as marketing tool and its emergence in business practice..............1P2 Key components of successful brand strategy to build and manage brand equity................3TASK 2............................................................................................................................................5P3 Different strategies of portfolio management, brand hierarchy and brand equitymanagement................................................................................................................................5TASK 3............................................................................................................................................7P4 Management of brand at domestic and global level..............................................................7P5 Different types of techniques for measuring and managing brand value..............................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................11

INTRODUCTIONBrand is any term, design, symbol or any other feature which creates difference inbetween the organisation and products of competitors and makes their unique identity in the eyesof customers. Branding of any product has huge impact regarding influencing the behaviour ofcustomer's to buy particular brand product. Branding also plays an important role in marketingand advertising of the products in market and among consumers. Brand management is processof managing successful brand and making product popular in the eyes of consumers. Thisprovides an opportunity regarding improvement of sales and profitability. Adidas is selected inthe present report which is a multinational organisation that deals in shoes, clothing, accessories,etc.In the present report, importance of branding as a marketing tool, key components ofsuccessful brand strategy and managing brand equity, different strategies of portfoliomanagement, brand hierarchy and brand equity management will be explained. Also,management of brand on domestic and global level as well as different types of techniques tomeasure the brand value (Ashworth and Kavaratzis, 2010).TASK 1P1. Importance of branding as marketing tool and its emergence in business practiceBrand: It is called as a particular symbol or design which helps in identification ofproduct and creates difference among all the items of another organisation. Brand plays animportant role to make product and organisation popular in eyes of consumers. Branding helpsto create trust of consumers on the quality of their products and contributes to make a long termrelationship with them. Similarly, Adidas is a multinational brand and customers have trust uponquality of products which are made under brand name of Adidas. So, brand name is also used asa marketing and advertising tool simultaneously.Brand-management: It is the process of analysis and planning of brand regarding theirgrowth in market. To effective management of brand required to make good relationship withcustomers which belongs to target market. The two types of elements involved in managingprocess of brand are tangible and intangible. Tangible elements which are included in the processof management of brand are look, price and packaging etc. On the other hand, intangibleelements include experience of consumers with brand and influence of other brand on the1

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