Brand Management: Explaining the Value of Branding and Strategies for Building and Managing Brand Equity

BRAND MANAGEMENT

Table of Contents
INTRODUCTION.....................................................................................................................................4
LO 1............................................................................................................................................................4
P1- Explaining the value of Branding and how it emerged in Business Sector........................................4
P2- Analyzing key elements of a successful brand strategy for building and managing brand equity.....6
M1...........................................................................................................................................................7
M2...........................................................................................................................................................8
P3- Analyzing varied tactics of portfolio management, brand hierarchy and equity management...........8
M3...........................................................................................................................................................9
P-4 Evaluating how brands are managed collaboratively and in partnership at international and
domestics level......................................................................................................................................10
M4.........................................................................................................................................................11
P5- Techniques for measuring and managing Brand value over a time................................................12
M5.........................................................................................................................................................13
CONCLUSION........................................................................................................................................13
REFERENCES........................................................................................................................................15

INTRODUCTION
Brand Management is a key element of Marketing. It refers to the function of managing
various techniques that help to increase value of product line amongst the customers. Proper
brand management helps a firm to extend its brand value and gain the trust of its buyers. It may
also favour the company to create strong brand awareness of their goods. The Current
assignment will be based on Levi’s, a big clothing brand which falls under list of big fashion
retailers in the United Kingdom. The study will explain, importance of branding, how and what it
has emerged in business practices. It will define key elements of successfully brand strategy in

the context of building & managing brand equity. The assignment will justify different tactics of
brand equity, hierarchy and portfolio management. Furthermore, the report will clarify how
brands are managed collaboratively and in partnership both at a global and domestic level.
Lastly, it will explain varied forms of techniques for managing and measuring brand value using
specific organizational examples.
LO 1
P1- Explaining the value of Branding and how it emerged in Business Sector
Branding is considered as one of the most profitable and beneficial marketing activity in
a business. It refers to the act of creating a symbol or design for a product by an organization in
order to differentiate it from other products. It may help the firm in advertising and generating
customer awareness about their product.
Importance of Branding
Branding is an important tool of marketing, which is used by every organization across
the world of business to increase its product value and form customer awareness (Leijerholt,
Chapleo, and O’Sullivan, 2019). For example, Brand manager of Levi’s may use various
methods of branding, which enable them to develop their goods value in market and may impact
its sales by increasing it more than last years. The firm may also gain their buyer’s trust by
conducting practices related to branding. This concept emerged in 1950s after the decision of
several growing companies to sell their quality products by their name that increase the value of
their ventures and products as well in market. It proved to be a significant factor in terms of
further growth of their business. Branding, then became a global marketing tool used by many
organizations all over the world.
Brand Equity Model
These are the varied models designed and exist in a way which derives the formation of
brand value for a brand. Each of these models includes a brief insight into the concept and
evaluation of brand value. The Levi’s in order to higher its value, may follows brand equity
model for creation of its brand value.
Aaker Model -