Brand Equity Management

This assignment delves into the crucial topic of brand equity management. It requires you to analyze the definition, components, and strategies involved in building and maintaining a strong brand. The assignment emphasizes understanding how various factors influence brand equity and its subsequent impact on a company's performance and overall success.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Various marketing tool and its importance............................................................................1
P2 The different components of brand strategy and handling brand equity...............................3
TASK 2............................................................................................................................................5
P3 Various strategies of portfolio management, brand hierarchy and equity management........5
TASK 3............................................................................................................................................7
P4 Brand managed collaboratively and in partnership like domestic and global level...............7
TASK 4............................................................................................................................................9
P5 Various types of techniques for measuring and managing....................................................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
In today's world the competition is on the peek side and many other companies are trying
their level best to keep their brand in market and to earn higher profit and although firm always
bring quality products and services to their customer. The marketing part and its tool is that
which help to analyse positioning and customers perception etc.. Therefore, concept is such and
its numerous aspects does also include the various thing like costing, satisfaction of customer
and supply/demand. Hence, brand also leads to sometime like placement and advertising
somewhere this thing help to bring the brand image and this also make a positive aspect in
market part (Ashworth and Kavaratzis, 2010). All such thing also make firm to get their goal and
objective in better manner and make their firm more stable in market place for longer period of
scenario. The report is based on ZARA and it is a clothing store which is founded in year 1974
by Amanico Ortega and somewhere company is having around 2266 stores in many countries.
Assignment will discuss about various strategies is required and bringing marketing tool,
portfolio management and brand hierarchy as well moreover, brand is that which is being
collaborated and type of measuring techniques can be done.
TASK 1
P1 Various marketing tool and its importance.
To achieve P1, please answer the questions….
What is a brand?
Why is branding an important marketing tool?
What does brand equity means?
How is a brand differs from a product?
Don't use Zara in Task 1, P1, will be use in TASK 2.
Brand is that which play a effective role for organisation and thus it is somewhere a key
element as well which help to bring a positive image of brand and represent image of firm and
manufacture the quality product and services in better manner.
BRAND:- Brand identification can be in form of name, logo and its image in market as
well. For recognition in the minds of customer the entity uses various marketing tool which plays

a efficient role and this make a great lifelong picture of company and brand in minds of different
consumers (Bigné, Currás-Pérez and Aldás-Manzano, 2012).
Branding is seen as crucial aspect and thus it is a marketing process and of product and
service. In today's world it is like every product is such which has several rivalries in market and
by different companies as well. This is being a fight for the consumer and thus it is kind of fierce
although competition is such which helps in cut throat competition.
Brand equity:- It is something from which the power is being derived from the goodwill
and also name recognition is there which is earned over time in right contrast as well, which is
being translated into the higher level of sales volume and higher profit and margins is also made
against the competing brands in correct way.
Through, such thing difference in between the brands can be made easily moreover,
marketing tool thus also help to increase sell of their product and services with which
organisation will able to attain its goals and objectives. Different tool of marketing are as
follows:
Brand create trust: Branded company which is serving million of people with their
product and service which is making company to earn higher amount of earning in better
manner. Trust is that which has to be created by firms in the minds of customers by providing
them quality product and services in better manner. Trust is like providing great quality in goods
and services and thus firms know that customer are rationale in nature and they need quality
product in consideration for amount they are paying. Having such thing bring a trust level on
company and giving many more extra services to their consumer in better manner. Although this
help firm to create a better and proper relation with their client and through all they also try to
attract many more customer as well (Brodie and et. al., 2013).
Advertising and brand: Marketing is such which make company to advertise their
product and services to large market in proper way. Although this thing help firm to cover the
large market and population so that people can get aware about availability of different product
in market. This concept does also attract many more customer towards the company and their
product and services in right contrast. Brand is using a marketing devise for making aware to
large customer that firm is introducing a new innovation in product and services and any other
information as they are brand so it is required to provide information about the their product to
large market. Advertising does support the brand and this makes them to earn higher profit and

allow firm to perform better in market and thus also help them to compete and get stable in
market in ease manner. Advertising does also help entity to earn higher amount and somewhere
make them expand their business more further.
Branding does motivate workers: When a company is producing a quality product and
services which become a brand in many countries, moreover- in such case the workers of
company has the responsibility to work in right direction and in proper way as well which make
company to manufacture a quality goods to satisfy the various kind of people with the product of
brand. Various tool are there which help to increase motivation and enthusiasm of employees to
work in great criteria (Buil, De Chernatony and Martínez, 2013). Tools can be in form of
rewards and appraisal etc. Therefore firm has to communicate their vision and mission of entity
so that they can work in effective and efficient way.
Brand in recognition part: This past of marketing tool is that which help company to
bring a recognition scenario in mind of various people. This concept can be done in form of logo,
name and somewhere the innovation and creativity in their product and services as well. Brand is
such organisation whose name is easy in pronounced, and entity work hard to have recognition
of their firm in market and when people take name of brand instantly a picture come in mind of
people is a part of recognition criteria.
New customer for company: Brand is such which help organisation to attract many
more customer towards their product and services and this make firm to earn higher amount by
selling in great manner. Satisfied customer will purchase on regular basis cbbe model and its
stagesand somewhere they will become the existing consumer of them for longer period as well
(Christiaans, 2012). Advertising thus help organisation to attract customer by showing them a
offers and innovative items in right prospect. New customer towards entity make them to receive
a good relation of behaviour of firm with their existing clients.
Difference in between the brand and product.
Product Brand
 This is that which is also known as item
and it is ready for having sale in
market.
 Product is that which can be easily
copied
 A brand is such which also has power
of distinguishing in between product
and products in market.
 Brand is having a different identity
from other product and thus it cannot

 A product is such which performs the
various functions in market.
be copied.
 This is something which offers the
value in proper manner.
P2 The different components of brand strategy and handling brand equity.
To achieve P2, please answer the questions….
What are the key elements of a strong brand?
How to manage and develop a brand over time?
What are the main challenges developing a brand?
Don't use Zara in Task 1, P2, will be use in TASK 2.
Elements of strong brand:-
Customer support: For having a effective working and making themselves stable in
market company like ZARA and PEPE JEANS is having a great customer support and thus
various consumer are being satisfied with the product of firms and this concept is such which
help them to have a better strategy of market as well.
Recognized: Both the companies are using various promotional technique which will
help them to have an effective working in organisation and thus advertising also help to
recognize about the availability of product and services in market so that customer can also
create a image of goods and services which can make them identify the difference in between the
products in right contrast. ZARA and PEPE JEANS is such which make them to have
recognition in market in better manner.
Brand can be managed by over time by using technologies and strategies which can make
them to perform in better manner and thus company also changes their working scenario
according to the market requirement and thus this bring changes in strategy and decision which
make to work effectively and attain their goal and objective in right contrast.
The main challenges in developing brand and thus treating the brands as asset and it also
include like creating the various sub categories in their working.
ZARA and PEPE JEANS is such which make their decision and strategy according to
customer requirement and so that they can earn higher profit and achieve their goal and

objective. Firm try to keep their product and services on top as to become the first priority in
minds of customer to buy the product of brand and ZARA and PEPE JEANS provide the same
quality and with effective amount. Few elements which help to have some better brand strategy
in market and those are as follows:
Public relation: If company wants to earn higher amount of revenue for such thing they
has to go with public relation as this criteria is such which make them to have an effective
working (Dempsey and Gruver, 2012). Therefore, public relation does also help firm to bring
more new customer towards their firm so that they can sell various product and service in proper
manner. This scenario is such which help entity to bring a better relation among clients and
organisation. Although it is required to make customer satisfied with their product and services
in better manner and thus such thing is that which make them to attain their goal and objective in
right manner.
Digital marketing: Digital marketing is such which make ZARA and PEPE JEANS and
PEPE JEANS to cover the most of youth population on online marketing. Generally most of the
population of different country is on social sites where firm can advertise their product and
service in better manner. IT is such company which is being already on different social sites as
such thing help firm to attract many more customer to buy their goods and services in right
prospect. This concept somewhere make organisation to earn higher amount of income and
revenues in effective way and although business is changing their working criteria and
developing their business on networking sites which is making firm to earn a good amount of
income (Esch and et. al., 2014).
Social media: Such concept is used by company to attract more and more consumer by
providing them a platform to promote different kind of product and image of brand in the minds
of various people in correct format. Therefore, it is a mindset of million of people if they want to
gather any information they will go with social media sites to collect such and in such per-forma
ZARA and PEPE JEANS also goes with advertisement in these social sites as to attract the eyes
of towards company and to have a tremendous experience with their goods and services.
There are various factors which help company to build brand equity.
Strategy: ZARA and PEPE JEANS is such which work according to their strategy and
decision only, as this make firm to have better criteria of working in company and thus this
somewhere also help firm to earn higher amount of profit in market (Gratwohl and et. al., 2011).

Strategies are always made after having research of market and this has included needs and
wants of customer as well and this thing make them to bring innovation and creativity in their
product and services which allow them to spread information about such in right contrast as well.
Awareness: It is required to make the strategy clear and this thing help in creating a own
image which make them to increase market value in proper manner as well. Although the ZARA
and PEPE JEANS such firm who is using a proper technique and tool to aware large population
in perfect way and such thing also convert people to offer different things to customers and
various advantages are also there which is not being understood by them in right manner.
Normally, marketing is that criteria which make to have a perfect image of firm and build a great
awareness in correct format.
Communication: The branded company needs to have an proper communication with
the target market. ZARA and PEPE JEANS is a firm who has targeted the youth for their
produce and in such segment competition is in peek and according to such the various firms
make their strategy and decision. Communication is the backbone of any entity, although with
this it is required to have feedback from clients and this thing help to communicate with their
customer on regular basis this somewhere bring a effective relation among organisation and the
customers (Hanna and Rowley, 2011). Entity which manufacture branded cloths has the
responsibility to provide those product to customer which can satisfy them for the amount they
are paying for such item.
M1 How brands are managed successfully.
Various methods, techniques are there which is helping company to manage their
working in right manner. Marketing is such which help ZARA to introduce new product and
services with different technology with it. Such thing also use to promote their items in market
and such criteria help to attract most of customer to buy their product.
M2 Appropriate example.
ZARA does goes with research and other things before making any decision and strategy
this help them to produce such product and service which customer want and are ready to pay
amount for such in market only (Hollebeek, 2011). Company trying hard to compete with other
firms in market and earn higher profit as well.
D1 Critically evaluated.

According to (Hwang and Kandampully, 2012) says that branding help company to earn
higher profit, moreover it become a responsibility of firm to provide quality product to consumer
in proper manner. Branding within organisational context is quite attractive as for such thing
employees of firm is working hard and trying to increase the sell of cloths.
TASK 2
P3 Various strategies of portfolio management, brand hierarchy and equity management.
cbbe model and its stages
Select two popular brands, not only one!!!!!
The brands’ portfolio strategy
The management hierarchy of the two brands (corporate, umbrella, family, product and
endorsed sub brands)
The brands equity management using the CBBE model
Brand portfolio: A brand portfolio is such which is a simply a collection of the various
brands and works under the organisation control. Moreover, it has been that the large firms are
having distinct brands and their one portfolio. Although the various strategy is being made so
that effective working can be done in organisation and thus it will make both organisation to
attain their goal and objective.
Hierarchy of two business elements:
For ZARA
Umbrella brand: Entity is such which is having a brand name and to increase the sales
of their product and service which is likely not to have a similar brand extension. Moreover,
ZARA is such which is creating a brand equity and have provide various choices to their
customer as well.
Products: ZARA is such which provide the various goods under the brand name as
clothing- Men's wear, Women's wear or Kid's wear. Although the company also uses the
different policy and procedure as this is being used to cater the large number of people.
For PEPE JEANS
Umbrella brand: The company is such which uses the strategy which can help to have a
effective working and thus variety of products is being helped to satisfy the customer demand.

Product: The brand is such which is having different product and services like men's
wear, Women's wear for customer in right prospect.
The CBBE model:
This is something which is being developed by the Kevin lane Keller and helps
organisation to have an better working in equity. According to such which developer for
companies and also promote so that they can make them to have a product and service in right
contrast. Steps in this model as:
Brand identity: This is that which is being used to refer the customer and having a
ability to figure out the certain in relation with the firms offering
Brand meaning: This is such which is being used to have a better working and which
help in eliminating the misrepresentation and users like and with such targets can be
accomplished in great manner.
Brand response: Entity is that which goes to earn higher revenues and make aware about
the features and benefits as well.
Brand Resonance: This is that which also enhances the image of company and respect is
being out of brand of rival company in better manner.
ZARA is such company which is being known in various countries of world and it deals
with cloths only. Although the brand management is that which make firm to get interlinked with
customer in long term priorities. Hence,planning with the strategy always bring effective side of
company and work is get done according to such only. Working based on such criteria make firm
to attain higher profitability and productivity as well (Jiang and Iles, 2011). Some of the efficient
strategies are as follows:
Portfolio management: Moreover, such type of strategy is that which help company to
use this criteria when they are dealing in other product as well. ZARA uses its logo and name for
making a differentiation in between the various brands and to get recognized in market easily.
Somewhere this technique is used by them effectively as this make entity to go further and
expand their business in many more countries as well (Kavaratzis, Warnaby and Ashworth,
2014).

Brand roles: Brand plays an effective role which make them to fight with competition in
market so that they can earn higher revenues. Although this thing is managed in process and
helps to attain various goals and objective in effective manner.
Convert strategy of business: Strategy is important concept in market and this make them
to have great connection in between the customer and their company. Strategy is such which
make firm to go further and to promote their product and services in market and this make them
to earn high revenues and quality items can be provided to them in ease manner and this help
them to get goal and objective.
Brand equity management: There are various factors which is being influenced by
different pillars for specific in making product and services in right manner. Although this kind
of thing is which can be understood by only Keller's Brand and its equity model. Moreover this
concept says that ZARA should have an strong base and according to such only the customer
goes to buy their product and services which can provide them satisfaction in right manner (Li,
and Kambele, 2012). Somewhere this is being divided into the various part and segment and
although major part and this is among those criteria which is being explained in various and
different ways:
Illustration 1: Brand Equity management
Source: Brand equity management, 2017

Brand hierarchy: This can be simple defined as the meaning of summing up in proper
manner and thus this highlights the various numbers for not having a distinctive elements which
being the across company products and although somewhere this also indicate extra ordinary
orders of different brand elements (Lucarelli and Olof Berg, 2011). The various types of
hierarchy are as follows:
1. Clarity: Hierarchy is such which is used to promote the different things and also promote
clarity of offered goods and services and thus it does not only done in market area but in
the organisational context as well.
2. Synergy: ZARA has been given permission to sell their different product under the same
log and name which will make them to have a better working.
3. Leverage: This is being used in systematic working and brand hierarchy for the different
leverage and ZARA is being used to extend their business as well, moreover the business
has to perform various things like to extend their business vertically and horizontally in
order to capture different market and these segment of consumer and markets.
M3 Critically analyse the management, hierarchies and brand equity.
In contrary too (Merrilees, Rundle-Thiele and Lye, 2011) says that, brand management,
hierarchy and equity is all in which the company has to make different strategy which bring
strong base in product and services and this has to be done in right contrast and these method
help company to attain their goal and objective in proper manner.
TASK 3
P4 Brand managed collaboratively and in partnership like domestic and global level.
The change in environment is such which has to be adapt by the different company and in
such situation ZARA goes with motivation and enthusiasm building of employees so that they
can adapt such and can go to attain their goal and objective (Morgan, Pritchard and Pride, 2011).
Managers are being focussed on managing brand with efficient in the both alliance like domestic
and international in market. These is being pointed in the way of:
Brand extension: ZARA is such company which is expanding their continuous rate
which is helping them to attract many customer as they are providing branded cloths to million
of people at the reasonable prices and ZARA come in market with their new product with
innovation and creativity which make them to sell their product in better manner and allow to

earn higher amount of productivity and profitability as well (Nam and Pardo, 2011). Moreover,
company is also opening their new stores in different market.
Leverage: ZARA is such company which is bringing a better leverage ration and such
thing help firm to take better decision which allow entity to expand their business further more.
Although ZARA has brought many other product and services which attract the many more
customer to buy their product and services in perfect way. Somewhere this make the leader in
price criteria which make them to generate loyalty and somewhere also bring faith around the
various customer in right manner.
Strategies and various approaches of brand extension.
There are a lot product in market of different companies. Although the various firms are
dependent on the innovative ideas and features which is being used by firms to sell their product
and services in right manner (Park and et. al., 2013). ZARA thought to bring the various criteria
in their product and services which make firm to increase their sell so that they can earn higher
profits in effective way.
There are various strategic approaches which allow entity to bring an extension of brand
somewhere this can be implemented in different categories in better manner and some of those
are a follows:
 Brand Imagination: It tells that which thing is collaboration the 2 brands in working and
which one will be very fruitful in right way.
 Innovation: Firms which decide the innovation and modification product which add
more and more features in making and bringing the products and somewhere this make
launched product in right contrast.
 Brand portfolio management: According to that management is such which make
different strategies and various decision are there which divide their product and services
into various categories and this don't be said that getting out those product from market
and trying to capture the large market and in proper way.
Analyse develop strategy which make them to have a Ansoff's growth and model for
adopting best strategy so that ZARA can compete with other competitors in perfect way. This
makes market to choose the great practises for the expansion of their business across the national
and international market as well (Punjaisri and Wilson, 2011).

1. Market penetration: It is something which sell more customer and it also goes with
desired market and to present and customers in right period. Although the efficient
market and this is strategy by promotion and strategy by promotion and advertising
product and somewhere company try to increase sell through offers and reasonable prices
and discount as well. ZARA is such which is bringing effective strategy to have their
working in top priority in better manner as well. As comparison in market there are
various competitors like M&S which has a cut throat competition and making good
demand analysis is there.
2. Market development: When the company launches and introduces various thing like a
new product in market by ZARA is called development of market. Moreover, this need
survey and analysis through which certain analytical tool which required to have a
accurate study of market place in company and various strategies can be produced
(Santos-Vijande and et. al., 2013).
3. Brand partnership and collaboration: ZARA is company which is being producing the
great products and service in better manner and thus they will go with making a
collaboration with other firms which help firm to bring a effective brand product and
services.
M4 Critical evaluation of different techniques.
According to (Som and Blanckaert, 2015) says that, brand management use various
techniques in selling criteria of product and services so that they can earn higher profit and
productivity. Company uses various technique to improve their working scenarios so that they
can attain their goal and objective in right prospect as well. Brand management and different
techniques are there which is being used by firm in right mannerism so that they can work in
right contrast.
TASK 4
P5 Various types of techniques for measuring and managing.
Brand management is such which is a success factor for business in proper manner and
thus this thing help them to establish a better foundation for things like growth and development
of firm. It help the entity to attract and fetch the large amount of buyer in the company so that
they can increase the large amount of product and services in right contrast. For maintenance of

things brand value is such which is bringing the tools and techniques will be used (Torres and et.
al., 2012). Some of the techniques which is being used by the ZARA and this being are as
follows:
Clear brand and its perspectives: It is the starting point of company where clear
understanding is bought about brand value among customers. Moreover this is being categorised
in two parts like soft line and hard line prospectives. Somewhere these both are important thing
which is looking forward to process strategies. It also determine the brand value and research
goals and in this business organisation is focus and identify their goals, which helps them to have
a achievement of goals and objective in right mannerism in efficient way. For the short term
there are policy which is being to have a policy and it helps in grow rapidly and somewhere this
help to grow in right manner and capture the new market.
Understanding attitude for customer towards brand: Firm is such which observe the
customer attitudes and preferences of the brand (Vivek Beatty and Morgan, 2012). Therefore, the
ZARA has different surveys which is used to analyse the buyers in right contrast in consideration
in wish and various demand.
Identify components of brand values for evaluation-
ZARA is that company which is using the various advertisement tool for the promotion
of their product and services which is somewhere helping to enhance the use of various
communication channels like the different models, public and relationship, merchandising etc.
Which is fetching and collected buyers from the market (Wallace, Buil and de Chernatony,
2014). There are various components which is being helping firm to earn higher profit and help
in working as proper manner and it is like as follows:
Brand differentiation: Although firm has observed the perceptions for the buyers of
various market and which is somewhere making them easier identification and making
evaluation and value of market and its product in this competitive market. It is quite making a
product and competitors and has like ZARA and M&S.
Brand equity and its audit technique: ZARA is among the top brand in fashion and
produces a quality product for different people in market and it is required to make a SWOT of
company. Moreover it is like as:
STRENGTH WEAKNESS
 Innovative product: ZARA is that  Matching customer expectation: Firm

company who is coming in market with
new ideas and innovative product and
services.
 Leadership position: ZARA is among
the leading brands in clothing sector
and such thing help them to earn higher
amount of profit as well.
produces quality product and services
in better manner and it has seen that
company is not having a proper
planning and risk is there in market.
 Incompatibility: ZARA is
manufacturing their own product and
services although they are being
comfortable with any other platforms.
OPPORTUNITY THREATS
 Technological advancement: Company
has the opportunity to develop with the
use of different technology and its
advancement.
 Growing market: Growth of various
things are there which is also increasing
the GDP of country and ZARA is doing
such and increase sell in different
countries as well.
 Cloth competition: There are various
firms which is providing a peek
competition in market and M&S is
providing cloths at reasonable prices
then ZARA.
 Market penetration: In comparison to
M&S, firm is providing the cloths at
lower rates then the ZARA which is
being a threat for companies.
M5 Critically evaluate the application of techniques for measuring.
According to (Zaglia, 2013) says that, evaluation of the different technique for measuring
and managing brand in right manner and this thing is such which is helping them to have an
effective working and these application of techniques help customer and firm as well by making
a differentiation in their product and services in right contrast.
CONCLUSION
From the above report it has been stated that, brand management is such which is helping
firm to increase their image and reputation in the eyes of customer and this is making them and
somewhere this is making them to know the target market as well. ZARA is generally a brand
which is known by everyone and marketing element and this is being done to keep the maintain

the brand value of entity and this thing will help them to attain their goal and objective in perfect
way.

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