This document provides an overview of brand management, including the significance of branding as a marketing tool and the key components of a successful brand strategy. It also discusses various strategies of portfolio management, brand hierarchy, and brand equity management.
Contribute Materials
Your contribution can guide someoneâs learning journey. Share your
documents today.
Brand Management
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
Table of Contents INTRODUCTION..........................................................................................................................3 TASK 1............................................................................................................................................3 P1 Significance of branding as a marketing tool & why and how it has emerged within business practice.....................................................................................................................3 M1 Evaluation of how brand are managed successfully over time associated with application of models, theories and concepts............................................................................................5 P2 Examine the key components of a successful brand strategy for developing & managing brand equity............................................................................................................................5 M2 Application of validated and appropriate examples in context to organisation...............8 TASK 2............................................................................................................................................9 P3 Analysis of various strategies of portfolio management, brand hierarchy & brand equity management............................................................................................................................9 M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theorise, model and framework........................................................................12 TASK 3..........................................................................................................................................13 P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.....................................................................................................................13 M4 Critically evaluate the use of different techniques used to leverage and extend brands15 TASK 4.........................................................................................................................................15 P5 Evaluation of different types of techniques for measuring and managing brand value using specific organisational examples.........................................................................................15 M5 Critical evaluation of application of techniques for measuring and managing brand value to develop the stronger enduring brand value.....................................................................18 D1 provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context......................18 CONCLUSION.............................................................................................................................18 REFERENCES..............................................................................................................................20
INTRODUCTION Brand management is defined as a technique which is used to enhance the perceived value of goods as services. In addition to this, it is a marketing functions that consist of theories and process to manage as well as strengthen organisation value & brand in an effective manner. An effective brand management enables price of goods to high & develop loyal customers by positive brand associations and strong awareness of offerings or brand(Abid, AbidâDupont and Moulins,2020). It is also a practice that consist of different attributes such as product, price, packaging, distribution channels, market presence and so on that help in brand flourishing and creation of better position in context to the competitors. For the present report, Dyson is taken into consideration. It is a British technology company which was established in UK in year 1991 by Sir James Dyson. The company specialisation in designing and manufacturing of household appliances that is hand dryers, vacuum cleaners, heaters, air purifiers, hair dryers, blade-less fans and many more. The report will cover significance of branding as a marketing tool and the key factors of successful brand strategy for managing and building brand equity. In addition to this, various strategies of portfolio management, brand equity management and brand hierarchy is discuss in the report. Moreover, how brands are managed collaboratively in both global and domestic level is described. In the last, various techniques for managing and measuring brand value is elaborated in the report. TASK 1 P1 Significance of branding as a marketing tool & why and how it has emerged within business practice Brand is defined as a symbol, name, logo sign and other statements which represents a specific brand at marketplace and by which it is recognizable in the mind of customers. IN addition to this, brand differentiates offerings of company from other organisation as it renders a distinct position of the brand at marketplace(Beverland, 2018). Brand equity is basically the result of branding and is refer to a value premium which is developed from a product in a identifiable name when making comparison with the generic equivalent. Organisation can develop brand equity of their goods and services by making them superior in quality, reliable,
memorable and so on. It is the responsibility of an organisation to develop brand equity by making use of effective strategies. Branding is basically a marketing activity that consist of different actions with an objective of retaining and engaging customer for longer time period and satisfying them in an appropriate manner. With the assistance of effective branding, a successful position can be formed of an organisation that required to be managed with the passage of time in order to attain competitive advantage and gain long term sustainability as well. The major key components which are included in creating a potential and strong brand strategy consist of understanding of customers requirement and market research about the organisation offerings. After this, competition analysis is take place in order to gain knowledge about competitors strategy and at what level it stands in context of competition(Brooks and Anumudu, 2016). After competition take place then it enable the company to differentiating its brand and develop its as unique in front of target market. The next step is value proposition & development of unique factors which benefits an organisation and develop a unique position in order to fight with the competitors. In the last, company will engage in marketing activities and procedure by considering all the measures to decline issues and attaining positive results in an effective manner. Importance of Branding: Develop customer preference for goods and service:It is determine that huge variety of goods & services develops and leads to confusion. This can be solve by the company by developing a brand that customer know and trust as well. In addition to this, it is determined that more a company give significance to branding, the more it create as customer preference and help in long run as well. Raise market share and revenue:It is stated that when an organisation does branding or marketing, its market share and revenue enhanced in a proper manner. It means the company become more stronger and effective than it was before. An effective branding help in raising the sales of company which in turn leads to increase in revenue and market share percentage of respective organisation. Keeps competition:It is analysed that a market segment which is targeted by popular brand is a big hurdle for many of the competitors(Keller and Brexendorf, 2019). In addition to
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
this, if a company develop as well as target a right segment then it gain the advantage of attaining competitive advantage at marketplace. Brand Pyramid: There are many versions of brand pyramid but one of the effective model is based in the model developed by Miliward Brown. It consist of mainly five stages which customer go through with brand that is from brand awareness to attainment of customer loyalty, which are as follows: Presence: At this stage, customers are aware about the brand but not fully. In addition to this, customers may have tried products or service earlier but has no attachment with it. Relevance:Herein,customersstartthinkingaboutwhetherbrandfulfilstheir requirements and needs. Along with this, customers start comparing the product in relation to the value and quality as well. Performance: The customers start comparing product with others in order to see whether it gives potential or not. At this stage, the brand from which they buy product and services is selected by the customers. Advantage: This stage arise once the brand is chosen and herein customers analysed that there is a distinct benefits to use brand as compare to others. Along with this, customers are also associated towards brand with their emotions, sense of self and so on. Bonding: It is the last stage and herein the customers have developed a bond with the brand. They analysed product cost, performance and advantages at all levels which satisfy them & make them happy. A strong attachment is developed with the brand and they start spreading positive word of mouth to others about the brand. M1 Evaluation of how brand are managed successfully over time associated with application of models, theories and concepts It is significant for an organisation to manage brand as it help in raising productivity and profitability of an organisation. By the assistance of Aaker's brand equity model, an organisation can manage its brand as it involve aspects such as brand awareness, perceived quality, brand loyalty, brand association and intellectual properties as well. P2 Examine the key components of a successful brand strategy for developing & managing brand equity Brand equity is defined as value proposition that is developed by the brand from specific offerings which develop a distinct and unique position within the industry and strengthen market
position as well. It is significant for a business entity to focus on developing as well as strengthening brand equity of where it offer product and services. High level impression is an advertising organisation which provide effective solution & strategies to other companies to improve their brand equity. Dyson group PLC is one of the main client of High level impression Ltd for which the company is creating brand equity and branding strategy as well. Dyson Group Plc is a British technology company which was established by Sir James Dyson in the year 1991. The organisation is presently announced to move its head office in Singapore from England in order to manufacture electric vehicles but after this, the plan is terminated within the same year(Lim, Jee and De Run, 2020). The company offer its services globally by retail supermarkets and discount stores as well. For developing and enhancing its brand equity, the higher authorities of company make use of Aaker's brand model that involve various elements and is discussed below: AAKER'S BRAND EQUITY MODEL As per the Aaker's Brand equity model, brand equity is consider as a mix of three different elements that is brand association, loyalty and awareness as well. It is stated that these three factors when aligned together add value to the brand in an effective manner. Along with this, Aaker's brad equity model enables respective organisation to create an effective strategy that consist of components which make the brand differentiated and effective. The various stages of Aaker's brand model is given below in context to the Dyson Group PLC: ï·Brand Awareness-It is the first component that shows popularity of an organisation & is the initial stage of developing as well as strengthening brand equity. Dyson Group plc is a renowned brand and has a unique image in market as it focuses on bringing innovation at market that fulfil the requirements of customer. ï·Brand Loyalty-It is an inimitable and rare resource of a company that is difficult to be copied by the rivals. In addition to this, it is the next stage of brand equity and herein company get to know about number of loyal customers of brand. This assist company to bring out creativity that attract large number of people and raise number of loyal customer's towards brand. In context to Dyson group PLC, it focuses on creating revolutionary product in order to develop as well as strengthening its brand equity in an appropriate manner.
ï·Perceived Quality-It is referred to the customer expectations with the brand in context of the quality, price and on time offerings as well. In addition to this, such stage provide the product and edge to add features which fulfil customer expectations. The respective organisation has develop a value which is rendering it as upper edge at marketplace with its customers asInnovation. ï·Brand Associations-It is basically a cognitive split that an individual give at the time of purchasing they see brand, differentiation factor, optimal brand available and many more that develop as a brand equity(Melewar and Skinner, 2018). If it is taking about Dyson groupLtd,itshigherauthoritiesemphasistodevelophighlyincrediblebrandby innovative approaches ad techniques along with the creation of diverse customer based belongings to various segments.ï·Patents, IP and Trading Parents-It is the last component of brand equity which impose on the proprietary rights of brand which assist in attaining competitive advantage & develop brand equity as well. In context to Dyson Group PLC, it designs are innovative
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
and unique which is required to be copyrighted and patented as well so that no competitors can copied it easily and if they then company has the right to impose penalty on them. Moreover, the logo of the company is trademarked that restricts the use of it by other brand or companies as well. How to strengthen brand equity & brand extension: Extending brand value:It is determined that the brand extension strengthen once an organisation is focuses improving its brand value in an effective manner. In order to extend brand value, it is significant for Dyson group to focus on offering something new and innovative at marketplace that attract large number of people and leads to improvement in brand image at marketplace which in turn leads to extension of brand value. Increase brand visibility:In order to improve the brand equity and brand extension, it is analysed that brand visibility is important. Brand visibility is defined as knowledge and awareness of brand to large number of people. In relation to Dyson Group PLC, it make use of social media application such as Instagram, Facebook, YouTube in order to make people aware about its offerings. This assist company to reach large number of people in short time period that directly leads to raise in sales as well as profitability of the organisation. Moreover, it also assist in strengthening the market performance of brand that leads to brand extension. Measuring risk and identify factors for improvement:It is important for higher authorities of respective organisation to measure the risk associated with the offering of brand. It help in developing strategies that is used when any of the issue take place. The risk can be determined by using risk mitigation tools in an effective manner. Sometimes, it also help in gaining knowledge about where company lacks and what are the areas the require to improve for brand equity. This will directly leads to brand extension and increase in brand image as well. M2 Application of validated and appropriate examples in context to organisation Brand equity is basically a value proposition that is developed by offering unique and innovative product at marketplace. For instance, Dyson group PLC offer exclusive design of hair dryer with an aim to develop value for customers and attract large number of customer which leads to attainment of competitive advantage at marketplace.
TASK 2 P3 Analysis of various strategies of portfolio management, brand hierarchy & brand equity management Brand management is important as it consist of execution of various strategies, tools and models for various aspects included in it.Portfolio Management, Brand Hierarchy and Brand Equity Managementare the three major factors of brand management that assist in focusing on theappropriatesegment(PecotandDeBarnier,2017).DysonGroupPlcisaBritish technologicalcompanywhichisrenownedforitsinnovativeanduniquedesignand manufacturing of products. The various strategies adopted by respective organisation in relation of these three aspects is given below: PORTFOLIO MANAGEMENT The respective organisation is famous for its effective portfolio management strategies which enables company to achieve competitive position at marketplace and bring something new that attract large number of customer's. The two forms of portfolio management strategies involved is discussed below:ï·Passive management-It is one of the common strategy of portfolio management that is usually used by business entities to meet with the market needs. It is stated that Dyson group PLC make use of such approach by making use of dew steps, which are as follows: âŠIndulging in long term tradingis the first stage to expand and enhance portfolio of the organisation which will allow respective company to improve its scope and achieve growth as well as success. âŠInvestment in index fundswill assist Dyson group PLC to deal with the risk related with internationalisation and diversification which further assist in developing a huge portfolio in this competitive marketplace.ï·Active Management-It is a detailed and systematic procedure of portfolio management which engage an entity in rendering high competition and achieve competitive advantage at marketplace. It consist of various ways that is discuss below: âŠUse of qualitative analysisas numerical information & comparison will render feasible measurement of success of portfolio and specific brand as well. âŠDiversificationas spreading & diverging the portfolio will automatically raise the scope of business with high profitability and success.
By analysing the techniques of portfolio management, it is analysed that Dyson group PLC make use of active management strategy as it assist in making effective comparison at various markers and results into quantifiable information. BRAND HIERARCHY It is referred as a systematic and effective series of offerings which sell in market under the name of an organisation that involve same logo(Razak,2020). It involve various strategies that is given below in context to respective company: ï·Brand House-In this method, the business entity act as a brand & other brand which are sub parts of company are not associated with the mean brand. ï·House of Brands-In this approach, the sub brands are different from organisation & the emphasis of the parent brand is to aware its sub brands instead of focusing on its own brand.
Paraphrase This Document
Need a fresh take? Get an instant paraphrase of this document with our AI Paraphraser
ï·Hybrid Approach-It is basically a combination of brand house and house of brands that is discussed above. Herein, the organisation emphasis on main brand & all other sub brands is acquired under its name. From the above discussion, Dyson group Plc adopts a branded house brand hierarchy strategy and herein organisation act as a brand & also take care of its sub brands in the company by associating them with main parent brand. BRAND EQUITY MANAGEMENT The concept of brand equity management is already discussed associated with the Aakers's model. For the same organisation, CBBE model is also suggested which was proposed by Kevin Lane Keller. The model involve carious factors that is discuss below: ï·Salience-In this stage the main motive is to develop awareness about products and service at marketplace. The respective organisation conduct market research in order to know about customer requirements and market trends that help in creating awareness in more effective manner at marketplace. ï·Performance/Imagery-It is associated with the two aspects that is performance and imagery. It is significant for an organisation to emphasis on what is offerings perform at marketplace(Wang, He and Barnes, 2017). In context to imagery, it is related with the development of positive brand image in mind of customers. ï·Judgement/Feelings-This step take place once the product is sold in the market and involve two factor that is feelings and judgement and it is important for Dyson group PLC to collect such responses from customers as it help in making improvements and raising of performance effectively.
ï·Resonance-It is the last step which focuses on developing an strong and effective relationship with customers so that they can turn its customer as loyal customers and maintain its performance as well as profitability. Hierarchy building: Corporate branding:It is the highest stage of brand hierarchy and is known as main company brand. For example, Mercedes cars is the part of Mercedes brand but the corporate brand of Mercedes is Daimler AG. Family branding:It is next level in the brand hierarchy model and also known as umbrella brand or range brand. It is family brand because it involve range of products within it. For example, Mercedes vans and cars, Daimler buses and trucks are family brand of Daimler AG. Individual product branding:It is associated to only a single product category which does not mean it has one product but have multiple models, versions, colours and so on. Product modifier and descriptor: It is the lowest and smallest part of brand hierarchy as it assist customer analysing value products under the brand. From the above discussion of Hierarchy building, it is stated that Dyson group consist of family brand as it offer range of products that is hair dryer, vacuum cleaner and many more. Market research as a key brand management tool:In order to managing the brand, market research is considered as one of the key tool as it help in gaining knowledge about customer requirements and market trends because of which company is able to develop those products that satisfy or fulfil customer requirement. In addition to this, it help company to enhance its performance level and achieve competitive advantage at marketplace which in turn leads to attainment of higher growth as well as success at marketplace along with managing of brand. M3Criticallyanalyseportfoliomanagement,brandhierarchiesandbrandequityusing appropriate theorise, model and framework. There are the multiple theories and framework which can be use for the management of brand portfolio, brand hierarchy, brand equity. Such as passive and active management theory for portfolio management. Brand housing, house of brand, hydride approach framework one of them is can be use by your organisation to manage grand hierarchy. Fore brand equity management organisation can use one of the model such asAakers's model, CBBE model.
TASK 3 P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level. Brand leveraging:It is a technique or strategy which use the present brand power to make the entrance of new varieties of product by targeting the different market. (Al-Tabbaa, O. 2019)That means if the present reputed brand or company is developing new variety of smilier product and similar category and want incorporate them into the new market by the strong brand image. For example, Dyson group is selling household product of different variations, but there is company Electrolux want to incorporate in the market with the brand power of Dyson, they to promote newly developed gadget cleaning equipment targeting the new market. So it helps to increase the target market with the same brand power. BasicExtension of lineExtension of brand DefinitionThis is the technique with the help of this organisation can introducenewvarietiesof sameproduct.Forexample, Dyson group can introducer, is the variety of vacuum cleaner with different properties. Brandextensionisthe organisationmanagement strategy which use to increase the profitability and customers, thisprocessinvolve development of different types of productinsamecategory forexamplecompanywas providingvarietiesofsoap earlierbutnowtheyare extending their brand so they areprovidingvarietiesof shampoos, hair oils extra. PurposePurposeofbrandliningis retainthecustomerand increasetheprofitby providing different varieties of Its purpose is to introduce new typesofproductsinsame categoryforexampleinthe cosmeticcompanythey
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
product.providemultipletypesof product.Totargetthenew market and of the customers the desired product. Strength which cloud be leveraged Dyson group Plc strength is that this company promoting their product throughout the public to enhance its brand awareness.(Book, K. 2020)By the help of strong marketing organisation. So Electrolux can easily get leverage of their strength to promote their brand. Weakness which cloud be leveraged Electrolux is that it develops home appliances and itâs an international challenger of Dyson group PLC but its beneficial becauseof itsinventive products. Partnership and collaboration agreement Partnership is establishment of organization by two and more than two members this can be safe by partnership agreement done to equally share the profit and loss. Collaboration partnership agreement is done when two different organisation want to share that resources for the benefits of each other. For example, GoPro and Red Bull are collaborating with each other in order to promote the goods and services of boat company by the leverage of brand power of both company. They managed a collaboration my managing different steps first step is collaboration agreement than the others then the other step is sourcing profit and benefits for each other. The basic strategy to manage the brand collaboration and partnership is brand leveraging. Global branding & positioning: Another way of brand extension is global branding as well as positioning. Reaching the brand to international level help company to extend the market performance of its brand in an effective manner. In addition to this, it also assist in enhancing the image of associated brand products and services at market. It is stated that Dyson Group Ltd can positioned its brand for brand extension. Moreover, suing of digital platforms and social media application will help company to reach large number of customer which in turn leads to increase in sales and profitability of company in an effective manner. Performing of all such activities in a proper manner will assist company to extend its brand in an appropriate manner.
M4 Critically evaluate the use of different techniques used to leverage and extend brands Promotion, marketing, sharing of the brand power, are the techniques should be used in brand extension and brand leverage, in both condition organisations need to do, first is the production of goods on the basis of customer needs, then the important strategy or technique is marketing, creating the brand awareness throughout the market with the help of marketing mix strategy by using the existing brand power. TASK 4 P5 Evaluation of different types of techniques for measuring and managing brand value using specific organisational examples. Brand value is the image if company and its product in the mind of customers, competitors, in the share market, in the economical environment of market place. Most important part of brand value is customer.(Scorrano, P. 2019)Company have to focus on the factors that impact the brand value in the customerâs mind, such factors are quality of services and product, satisfaction of customer, customer needs. If company grab the trust and loyalty of customer towards their product and services, then it means company has the good brand image. If company posses the good brand image in the mind of customer then, sells automagically get increase, then it results as higher profitability. Which aid to increase brand image in the economical level, if the economical value of organisation gets increase than other industries take it as best brand image competitor. For continues growth and smooth running of organisation, they need to measure the its value in the customers prospective, so by analysing it company can know the and understand the part of improvement in the management system, which impact the brand image. There are the various types of factors which should be manage and measure by Dyson group Plc in order to increase and mange the brand value, these elements are explain below. ï·Brand awareness-It is the important element which have to be consider by marketing management, meaning of brand awareness is that how much brand is recognize by consumers and market, that how much customers are informed abut the brand and its services. It is also the part of brand value management and measurement. As if customer get aware about the product then only they can think to by it and if they not get informed about the product, then it definitely decreasing the sales of product. As its a part of
modified types of household product, which helps the consumer to solve the Daly problems of. It also helps the peoples to start small retail businesses, by providing the opportunity to sell innovative advance technological utility equipmentâs. Dyson group is connected to large group of retailers and their products are sale by the retail shops and supermarket such as TESCO. Brand value of company is can be maser by analysing andcalculatingthe numbers of its goods soled. By measuring the numbers of retailers and supermarket selling their brand products. Dyson can manage their brand value by using the multiple marketing strategies and tools. Approaches of brand value: Brand value-:Brand value is process which organisation utilising effectively in order to evaluate the value of brand in term of money or amount so customer and another party are willing to pay. It is important process for company because it helps measuring brand strength and brand value. It is essential process because it helps to developing brand image in the mind of customers and attracting large numbers of customers. There are various approaches which are used by organisation s which are discussed below. Cost based approaches-: It is the first method or approach of brand valuation in order to effectively used by organisation as tool in order to estimation the amount which are investing by company in brand. Most of the company incurred cost or heavy investment in brand because it helps to developing goodwill at marketplace. There are ample of cost which are calculated by company such as replacement cost, historical cost, conversion cost and customer preference model. Market based approach-: Market based approach refers to organisation dealing in particular amount when brand is sold and according perceived highest value so various buyers and sellers willingly pay for the asset. This approach is effectively used by company in order to company investing huge amount of money in brands so they sell them and earn highest value so it directly impact the profitability of company. Income based approach-: It is defined as the valuation of net earnings which directly attributable to brand and determines associated with present value. It is determined that such method is effective as it describe the future potential of brand which the owner presently enjoys & the value is beneficial if compared to open evaluation of market. It can take place with the help of various methods that is royalty relief method, price premium method, sales ratio method and many more.
From the above discussion of brand value approach, it is determined that for respective organisation income based approach is effective and suitable as it help in gaining insight about the future value of its offerings due to which Dyson group LTD is able to develop value and enhance its market performance as well. M5 Critical evaluation of application of techniques for measuring and managing brand value to develop the stronger enduring brand value. AS there are various elements which influence the brand image and value. To develop the strong brand, measurement and management of those factors are important and the different tools and techniques specifically for every element. Funnel model is applying to predict the possibility of sale and future outcome. For example, in Amazon it helps to increasing brand value by helping in the construction of right pricing strategies which influence the customers to buy the product.Organisation can also do the marketing survey, which help in both collections of reviews and promotion of products. After the collection of reviews company and modify their plan, in order to increase the brand image by satisfying the customer's. The key performance indicators (KPI's) is use to measurer market shares, (which define the brand value) and get updated about external forces to mange change their plan to mange organisation growth.All of these techniques helps to mange and develop strong brand. D1 providea criticalevaluationthatissupported by justifiedevidencedemonstratinga comprehensive understanding of branding within an organisational context. Brand management is very important due to the high competition in the marketplace, the aid to manage and measure the brand value in order to get highest oxygen their business. For example, if we provide quality and desired product to the customer it helps to make trust and loyalty within customer and organisation. Which increase the brand value in the marketplace as it increases the sale, trust of customer towards the brand and find the increases the market shares all these factors are vice-versa influence each other This can manage by different management strategy such as marketing mix, customer relationship management system etc. CONCLUSION From the above discussion, it has been concluded that brand equity plays an important role as it assist in managing and enhancing value of product as well as services offered by the
company. In addition to this, it is analysed that branding is significant in order to attain competitive advantage at marketplace and to raise the profitability of company. It is essential for a business entity to develop an effective strategies for the portfolio management, brand equity management and brand hierarchy as it help in strengthening the brand in an effective manner. Moreover, it is stated that brand collaboratively perform different at local as well as global level. There are various techniques used by company in order to measure and manage brand value that is customer attributes, purchasing intent, market share and many more. It is significant to make use of such techniques as it help in making improvements which leads to attainment of higher growth and success at marketplace. Thus, it is summarised from the above study that brand management is an important practice which incorporates different techniques to develop an effective branding strategy which is last longer & gives positive outcomes as well.
Secure Best Marks with AI Grader
Need help grading? Try our AI Grader for instant feedback on your assignments.
REFERENCES Books and Journals Abid, T., AbidâDupont, M.A. and Moulins, J.L., 2020. What corporate social responsibility brings to brand management? The two pathways from social responsibility to brand commitment.Corporate Social Responsibility and Environmental Management,27(2), pp.925-936. Beverland, M., 2018.Brand management: Co-creating meaningful brands. Sage. Brooks, A.K. and Anumudu, C., 2016. Identity development in personal branding instruction: Socialnarrativesandonlinebrandmanagementinaglobaleconomy.Adult Learning,27(1), pp.23-29. Keller, K.L. and Brexendorf, T.O., 2019. Strategic Brand Management Process. InHandbuch MarkenfĂŒhrung(pp. 155-175). Springer Gabler, Wiesbaden. Lim, W.M., Jee, T.W. and De Run, E.C., 2020. Strategic brand management for higher education institutions with graduate degree programs: empirical insights from the higher education marketing mix.Journal of Strategic Marketing,28(3), pp.225-245. Melewar, T.C. and Skinner, H., 2018. Territorial brand management: Beer, authenticity, and sense of place.Journal of Business Research. Pecot,F.andDeBarnier,V.,2017.Brandheritage:Thepastintheserviceofbrand management.Recherche et applications en marketing (English Edition),32(4), pp.72- 90. Razak, M., and et. al., 2020. Antecedents and consequence of brand management: empirical study of Appleâs brand product.Journal of Asia Business Studies. Wang, C.L., He, J. and Barnes, B.R., 2017. Brand management and consumer experience in emerging markets: directions for future research.International Marketing Review. DysonâŠAbrandthatdoesnâtsuck,2018.[Online]AvailableThrough: <https://medium.com/@Stewart_Fabrik/dyson-a-brand-that-doesnt-suck- 834294071d26/>. Al-Tabbaa, O. 2019. Examining alliance management capabilities in cross-sector collaborative partnerships.Journal of Business Research,101, pp.268-284. Book, K. 2020. Malmöâthe skateboarding city: a multi-level approach for developing and marketing a city through user-driven partnerships. Scorrano, P. 2019. Online branding strategy for wine tourism competitiveness.International Journal of Wine Business Research.Sponsorship.