Strategic Brand Management Analysis

This assignment focuses on strategic brand management, requiring students to analyze and evaluate various aspects of branding strategies. Key resources include 'Strategic Brand Management' by Kevin Lane Keller, 'Employer Brand Management' by Robert W. Mosley, and other academic papers like Qian's 'Brand Management and Strategies Against Counterfeits'. Students will explore branding in higher education (Rauschnabel et al.), consumer behavior towards brands (Wallace et al., Solomon et al.), and the impact of brand image on consumer behavior (Zhang). They will also analyze the management structures of Apple Inc. and BMW to understand how corporate hierarchies influence branding efforts.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
LO1 Demonstrate an understanding of how a brand is built and managed over time.....................1
1.What is brand?..........................................................................................................................1
6.What are the main challenges developing a brand?.................................................................3
SECTION 2......................................................................................................................................4
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built and
managed...........................................................................................................................................4
Brand portfolio strategy..............................................................................................................4
The management structure of the Apple and BMW...................................................................5
The brand Equity management...................................................................................................8
Extension approaches and strategies of BMW and Apple Inc..................................................10
Ways in which brand are reinforced and revitalized.................................................................11
Collaboration and Partnership with each brand........................................................................12
Brand measurement techniques in relation to Apple Inc and BMW........................................12
Brand equity and tracking techniques of the selected brands...................................................13
Different approaches to valuing brands....................................................................................13
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management plays an significant role in the firm to established of various brand
which will promise to the and maintain. Firm will be benefited to manage tangible and
intangible characteristics of brand. The aim of branding is to send the message and brings the
customer loyalty. The proper management of the brand will help to set an firms image. The
report will highlighted the various key element in which significance of branding an marketing
tool. Brand equity and its differ from product, key element of an strong brand. Important to
manage and develop brand overtime and its main challenges for the development. The effective
brand portfolio strategy. The management hierarchy of the Apple and BMW under which
corporate, umbrella, family, products and endorsed sub brands. The brand equity management
using CBBE model. Extension approaches and strategies of both brands. Manner by which the
brands are reinforces and revitalised. The better collaboration and partnership with each brand.
Brand measurement techniques in relation to both brands and its equity audit, tracking
techniques of the selected brands as well various approaches brands.
SECTION 1
LO1 Demonstrate an understanding of how a brand is built and managed over time.
1.What is brand?
Brand is an goods, services or the concept which is makes an impact on the public from
the another goods and services to communicating and commonly marketed. It will help to
recognise the name as per the branding made done by organisations.
2.Why is branding an important marketing tools ?
For every firm branding is the important marketing tools which will help to identify to
the target customers. The customer behaviour will help to understand their needs. The brand
objectives of the various firm will realizes the significant of the marketing tools will be
responsibility of the higher authority(Wallace, Buil and de Chernatony, 2014). It will establish
the credibility for the goods and premium consumer psychology and connect them with high
emotion. As well makes a loyal customer base. For every brand there are various element which
will replicated the firms such as :
 Firm name
 logo of the Brand
 The message and theme of brand
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 Packaging of the brands
 Experiences of Brands
3.What does brand equity means?
It refers as the values and capability of the brands that decided its worth. In other words
brand equity define as the dissimilarity consequence of brand knowledge on user responses to the
brand marketing. The various factor which are contributing to any brand such as the awareness,
association, perceived quality and loyalty of the brand.
4.What are the key elements of a strong brand?
For each and every brand there is an message in their logo, name and unique selling proposition.
There are various key element of strong brand which will support to makes and impact
 The mission and purpose of a strong brand is clear: This can be the main element of
an strong brand which will predefine its mission and work for their goals no mater what
the position they had set up in the market. They keep communicating to their target
market which are the important part of the firm.
 Understand and leverage its uniqueness: This can be the another key element of strong
brand in which brand can be understand and took advantage with their new idea and
innovation for attracting customer. So they try to value in goods and services for the
customers and promote them with the clear message.
 It will help to set its target market: It can be the most important aspect for an strong
brad which will help to set its target market or the customer(Dinnie, 2015.). Their
strategy of effective marketing will help to communicate with the target customer.
 Strong brand will maintain a consistent on brand message: For every strong brand
this is an challenging key element in which strong brand will maintain a consistent with
their brand message. For that it required to set an effective brand management action plan
to communicate and help to manage from the brand message. The presence of the firm at
various level of communication will be the main element for the strong brand.
 Strong brand continue to build solid relationship with its society: This can be the
another reason to set up an strong brand with the continue for building a solid
relationship with its stakeholders.
5.How to manage and develop a brand over time?
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For each and every firm the main aspect is to manage and develop a brand over time. In
which they con focus on the various key feature of the development with the help of effective
factors such as follows:
 Product development: This can be the feature that a firm need to focus which will help
to manage and develop the brand over time. For that product development strategies must
utilise in which the old products can be develop with new packaging and adding variant
to attract target customer.
 Rules and Regulation: If the proper guideline have been used to developed and manage
overtime by considering effective rules and regulation in the firm which can makes an
positive impact on the brand.
 Introduction of new technology: This can be the another feature of the brand which will
help to develop and manage overtime by introducing of new technology to bring proper
development and enhance the production and operation process of the firm.
 Government Policies: For every brand the most important aspect is the policies made by
the government which will create an strong brand which will help to manage and develop
easily overtime(Ruzzier and De Chernatony, 2013.).
 Regulatory frameworks: There are such business or brand which required to follow the
legislation or the law for managing and develop strong brand overtime. These can be
included various safety measurement or the certification to prove the quality products and
process of production done in the firm.
 Customer taste and preference: This can be the most important aspect to build an
strong brand as well manage and develop overtime to communicate with the customer
and know there taste and preferences.
6.What are the main challenges developing a brand?
If any brand want to makes an impact on the various target market in which the various
challenge faced by the firm to develop a brand such as follows:
 Treating brand as resources: This can be the common challenges for every brand
which can be support to develop brand by treating own brand as an resource which will
be burden on the short term monetary outcomes due to not considering the objectives of
the firms.
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 Crating new subcategories: The major challenges faced by any brand to develop which
they create new subcategories of the various products of the firm with the innovation will
help to manage easily.
SECTION 2
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built
and managed.
Brand portfolio strategy
The brand portfolio procedure comprise of different segment for taking viable choice as
far as present out brands and sub brands, expanded a brand into various classify, position a brand
as premium or lower value, starting into new market, fortunately in different firms, thought of
the brand portfolio exist in a viable way. In any case, there are different difficulties and step
happened while dealing with the brand portfolio technique, for example, takes after:
Stage 1: Identify the most effective brand in a portfolio:
It is critical for the firm to set the need as far as successful brand portfolio. The monetary
execution and vital reason need to embrace.
 Re-examine Strategic Intent: This can be the most critical perspective for mark portfolio
in which firm need to amend the technique reason to fabricate solid for what's to come. It
will enable grains to set the reasonable vital role. The part will incorporate into an
arrangement of certain inquiry, for example, which mark have clear target fragment,
which mark have capacity to build the market, Brand which will play a key hostile or
protective part(Rauschnabel, Krey, Babin and Ivens, 2016).
 Assess Financial execution: update key goal is over then next is perceived the brand
which have criticality commitment to fiscal execution. Income information will
effortlessly set need of brand from the side of money related position.
Step-2 Define mark Portfolio Solution
In the past the most relevant brand have been perceive than subsequent stage is to set
brand portfolio arrangement. It will target client into the market. Unravel these issues with the
assistance of compelling brand lined up with the client understanding. To know the client section
which are not meriting. It amend that the effect of commercialisation help to perceive winning
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brand portfolio strategy. Be that as it may, the most critical thing is to consider to make high
brand by improving client, purchasing reason, taste and inclination of client.
Step-3 Establishes a brand Portfolio Roadmap:
once the portfolio arrangement have been characterize well set brand portfolio guide for
the diverse parts and duty by setting need for specific brand. The brand which need to
contributed for better impression. The financing set for mark which help to build the
development.
In this way firm don't have an excessive number of brand to serve their client. It can be
plausibility which make due to do numerous more by re-assessing brand portfolio procedure.
The management structure of the Apple and BMW
For every firm the most important aspect is to build the structure of the organisation
make an strong brand image. As the Apple and BMW have specific structure of the
organisations.
Apple Inc. management structure: The hierarchy of the firm is develop by the founder and
previous CEO late Steve Jobs with the important aim of innovation and development in the
organization. The Tim cook had takes the charge of the firm which brings various key decision
for implementing changes. As the products basis grouping is the important aspect for the Apple
Inc. structure of the firm. The effective product portfolio such as iPad, iPhone, iPad and
Television of Apple are the outcomes of cooperative goods(Christodoulides, Cadogan and
Veloutsou, 2015). From the Illustration 1 it can be easily seen that management structure of the
firm suggest the authoritative and power at each and every stages. The Board of Director consist
of eight members with the strong pioneer-ship background in the particular sectors. The three of
the members are the Chief executive officer and two are previous chairmen and CEOs of the
biggest organisations. The main benefits of this kind of management structure in that control of
the firm in the hand of senior management.
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BMW Management structure: It is an highly
level pecking order of association where center orientate of system display. All the
division are entomb connect with each other which can be look like pyramid, with different
administration level which will permit a more mind boggling detailing order every single laborer
having particular operational parts and duty. A point by point structure of the BMW
administration chain of importance will be examine beneath:
 Apex: it is an major and essential key individual for the BMW, for example, President or
executives for the Apex in the association, which can be pyramidal structure. Part of
president and executives are to set the mission, vision and planing for the firm. They are
the head of leading group of management.
 Top level: This can be the leading body of administration incorporates the VP, secretary,
treasurer and the executive of the diverse division like R&D, Finance, Human
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Illustration 1: Management Structure of Apple Inc.

resource,Production, Purchasing and provider systems, advertising and data innovation.
Executives will be the primary office of board.
 Second Level: This are the second stage which are incorporate Executive Director.
 Official Director: In the BMW the parts and obligations of the Executive chief is to
outline, make and apply plan of activity for the firm in an esteem successful and time
frame proficient way. He is additionally mindful to perform day to fay task.
 Third level: At this level of BMW comprise of office supervisor Accountant: Managing
Editor, Art Director and Volunteer labourer.
 Fourth Level: at this level of association structure consider of the secretary Membership
which will play out the administrative work and comprehend the client issues.
BMW have different item which are connected with the air mobile, for example, auto, bicycle
and numerous tech gear which sets a viable brand. As they support different sub brand, for
example, bicycle.
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Illustration 2: BMW Management structure

The brand Equity management
Brand equity refers as the value of the particular brand or the total worth in the market.
The consumer based brand equity model will help to determine the brand perception or value in
the mind of customers. For both the organisation have the different brand equity management.
Apple Inc. Customer based brand equity model:
 Brand Salience: This can be the said to be an image that organisation have fixed on the
customer minds. It has the main role in in term of consumer buying position. As the
Apple Inc. set an strong brand and the products of the firms are considering to be an
effective quality goods due to its higher price and the target market is only
premium(Ruzzier and De Chernatony, 2013). They makes an identity in the customer
mind such as adding value and the customer relationship of the apple is better than other
brand.
 Brand performance and Brand Imagery: This can be the another aspect from the
brand equity model with its performance and image have been set in front of customers.
As the apple have the higher brand performance due to the value adding in each and
every products(Hutter, Hautz, Dennhardt and Füller, 2013). The image of the firm is
made as the innovation and technology creation products.
 Customer Reaction: The Apple Inc. have high strong customer reaction on the basis of
the product which is quality but the customer are also reacting on its prices which are
always high.
 Customer Brand Resonance: This can be the important aspect in which the customer
attachment with the a particular brand. Same as the Apple Inc. is also makes such
resonance and favourite brand across the world.
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BMW Customer based brand Equity model:
 Resonance: BMW candidly connection because of higher brand value of the firm which
improve the association with the client.
 Salience: According to the brand value display the client recognition for BMW is a
premium and extravagance auto-portable produce. Brand review of the association up to
60% of best on mind and 100% brand name recognizance from the client which can be
set a solid brand value.
 Performance and Imagery: BMW execution is viable in the market because of capable
motor of the vehicle, appealing plan, agreeable seats, great material, retail locations and
cost will be founded on the superior client(Hanna and Rowley, 2013). The administration
of the BMW depends on exquisite. As indicated by the client items depends on the
patterns and it like energetic. The most imperative thing in the BWM vehicle is sans
nature
 Customer reaction: For the BWM client they are more joyful,confidence, sense of pride,
well-being in the wake of utilizing at that point Brand products and services
Extension approaches and strategies of BMW and Apple Inc.
There are various extension used by the BMW and Apple Inc. and on the basis of these
approaches they form a specific strategies. The Extension approaches and strategies are of both
firm are discuss below:
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Illustration 3: Customer based brand equity model

Extension Approaches used in the Apple Inc. and BMW: There are various approach such as
follows:
 General extensions: This approach used to find out the effective technology used by the
domestic customers and have ability to understand the products which are mostly
function with the technology. It can be control by the higher authority(Qian, 2014).
 Commodity Specialized approaches: This approach will focus on the enhancing the
production in the Apple Inc. and BMW. This can be done with the help of effective
research and development. The outcome from the approach will help launch a new
products.
To make a successful launch both the organisation required the different strategies such
as:
 Line Extension: it refers as the the expansion of an existing product line. It will help to
bring an slight twist on an well set brand such as Apple and BMW(Dinnie, 2015). They
both use the previous brand name and images normally which has the similar category of
products. The Apple Inc. and BMW both launch new product each and every year include
the effective line extension in which the adding of new things in the products or any
innovation set up in the products. Both the firm are believe in the innovation with the
introducing new technology.
 Brand Extension: The both firm used this brand extension due to high customer loyalty
in which the the Apple Inc. launch the watch and other equipment in their product line
which can set to be effective brand extension. On the other hand BMW focus on the
motorbike as brand extension.
Ways in which brand are reinforced and revitalised.
The brand reinforcement refers as the maintaining the brand equity by keeping continue
connecting with the existing customers. The brand reinforce can be done with the help of brand
awareness and brand image. Apple Inc. and BMW reinforce their brand in this manner. It
required to observe product at all the level of products life cycle. Such as introduction stages,
growth stages, maturity stages and Decline. Brand reinforcement can be done with help of
effective awareness about the brand to the customer with various way such as:
 Advertisement: This can be the most common tool to reinforcement of brand by
advertisement such as Internet, billboards and Television. Used by both organisation.
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 Promotion: This tool used by the Apple Inc. on their products to attract more customer
with the help of high discount offers and cash back offers on the online purchasing of its
goods.
 Events and Sponsorship: The BMW used this brand reinforcement strategies in which
they can easily communicate with the customer by effective event and sponsorship
organised to show their products and reach to the target customers(Mosley, 2014).
Brand Revitalised: It is an marketing strategies adopted when the organisation products reach at
the last stage of the products life cycle which is maturity stages. The Apple Inc. had faced the
drastic changes in their sales of their products which impact on the increasing of profits. The
main reach of the brand revitalised such as high competition, globalisation brand relevance and
legal issues.
Collaboration and Partnership with each brand
In this context is to be focus on collaboration and partnership of each brand. It is most
important factor and help to increase the operation capacity and profit of both the organisation. It
is help to manage level of performance in market and development of better products and
services to the customer in market. In this way organisation is give significant loss and profit is
most important and manage the working environment. This is help to improve the quality of
services in market and make some changes in up coming market. It is help to manage the growth
rate in market and implementation of the latest techniques of each and other factor in
organisation(Wallace, Buil and de Chernatony, 2014). It is help to measuring the quality of
working condition in market and make some changes in internal and external working
environment. This helps the establishment to meet necessitate of the system or the trade name
and meet the custom-made demand in a finer way. This helps the custom-made to get a better
commodity and employment and institution to have a amended share of the marketplace,
accelerative its trade name numerical quantity. It is help to increase the market share.
Brand measurement techniques in relation to Apple Inc and BMW.
In this factor better kind of techniques is most important and make some profit in market.
It this way use new techniques is help to future improvement in plan and make some changes in
working environment. It is help to better productivity and profitability in market and make some
change in internal working condition in organisation. The Brand measuring is the plan of attack
to measurement or identify the potential or capability of the peculiar brand, in order to increase a
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improved cognition of the happening, that are been requisite by the establishment or the brands
to continue in the securities' industry. In this way focus on the same most important part are as
follows :-
 Promotion: It volition help the institution to advance its commodity and employment to
the customized in amended manner(Christodoulides, Cadogan and Veloutsou, 2015).
 Strategical preparation: This volition assist the cited brands to analyse their property
and imperfection that will assistance the system to adopt antithetic measures to indefinite
quantity the skilfulness and germinate an amended share of securities industry.
All such factor is help to increase the market valuer and growth rate in market and focus on
increase the value in market and make some changes in internal and external working
environment.
Brand equity and tracking techniques of the selected brands
In this context is to be focus on brand equation is most important part and help to
improve the market growth rate. In this way focus on the internal and external factor in market.
The brand name accounting is the elaborate analysis of the general carrying into action of the
trade name and assist them to path behind their growing and accomplishment of content. It is
help to improve the growth rate in market and make some changes as per the need of the
customer in market. In this way use some important features for tracking techniques are as
follows :-
 Creating a framework: In this context is to be focus on creating a framework is help to
carry through its trading operations and clinical by underdeveloped a plan of action
theoretical account that will help the institution to gain an amended share of the
securities' industry(Ross and Hajjat, 2016).
 Reviewing the sale data: In this context is help to increase the level of sales department
and increase the level of brand in market. Apple Inc and BMW is help to increase the
number of customer in market with the help of reviewing the sale data in working
environment.
Different approaches to valuing brands
Apple Inc. and BMW have set and strong brand and they both values to their customer.
Due to various approaches to valuing brand will be help to know the perception of different
angle which can be describe below:
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 Economic approach: These will consider the old advertising blend which can be 4ps
that are key in building a brand system. This can be founded on the cost and products as
indicated by prerequisite of the client. The primary thought process is for financial
approach is to adjust the social and monetary point.
 Identity approaches: This approach used to make viable picture character of a specific
brand.
 Consumer based approach: Brand are touch with the client and as indicated by the
client fulfilment brand can be set picture in the market(Braun, Kavaratzis and Zenker,
2013.).
 Personality approaches: As this approach is utilized to set specific identity of brand
with help of music and occasions.
 Relation approaches: This can be help to construct a connection among client and
association.
 Community approaches: This approach will help set a social domain and group.
CONCLUSION
From the report brand management it can be inferred that it is important to set an image
in the market by setting an strong brand. Brand equity is the important for each and every firm.
As in the report Apple Inc. and BMW various practices to develop and manage the brand
overtime. brand reinforcement refers as the maintaining the brand equity by keeping continue
connecting with the existing customers as well brand revitalisation strategies adopted when the
organisation products reach at the last stage of the products life cycle which is maturity stages
and the profit of the firm decrease. The management structure of both organisation is controlling
the firm which will help to set an valuable brand. As result consumer based approach will help to
set and effective value of the brand.
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REFERENCES
Books and Journals
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.
Buil, I., Martínez, E. and de Chernatony, L., 2013. The influence of brand equity on consumer
responses. Journal of consumer marketing. 30(1). pp.62-74.
Christodoulides, G., Cadogan, J. W. and Veloutsou, C., 2015. Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing
Review.32(3/4). pp.307-328.
DiMartino, C. and Jessen, S.B., 2016. School brand management: The policies, practices, and
perceptions of branding and marketing in New York City’s public high schools. Urban
Education, 51(5), pp.447-475.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Hanna, S. and Rowley, J., 2013. Place brand practitioners' perspectives on the management and
evaluation of the brand experience. Town planning review, 84(4), pp.495-515.
Hutter, K., Hautz, J., Dennhardt, S. and Füller, J., 2013. The impact of user interactions in social
media on brand awareness and purchase intention: the case of MINI on Facebook. Journal of
Product & Brand Management, 22(5/6), pp.342-351.
Kapferer, J.N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Keller, K., 2013. Strategic brand management: Global edition. Pearson Higher Ed.
Mosley, R. W., 2014. Employer brand management. The Definitive Book of Branding. Thousand
Oaks, CA: Sage. pp.217-240.
Qian, Y., 2014. Brand management and strategies against counterfeits. Journal of Economics &
Management Strategy, 23(2), pp.317-343.
Rauschnabel, P.A., Krey, N., Babin, B.J. and Ivens, B.S., 2016. Brand management in higher
education: the university brand personality scale. Journal of Business Research, 69(8), pp.3077-
3086.
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Ross, S. M. and Hajjat, F., 2016. Brand to Brand: Consumer Evaluations of Spillover Effects in
Interbrand Communications. In Let’s Get Engaged! Crossing the Threshold of Marketing’s
Engagement Era (pp. 681-681). Springer, Cham.
Ruzzier, M.K. and De Chernatony, L., 2013. Developing and applying a place brand identity
model: The case of Slovenia. Journal of Business Research, 66(1), pp.45-52.
Solomon, M.R., Dahl, D.W., White, K., Zaichkowsky, J.L. and Polegato, R., 2014. Consumer
behavior: Buying, having, and being (Vol. 10). Pearson.
Wallace, E., Buil, I. and de Chernatony, L., 2014. Consumer engagement with self-expressive
brands: brand love and WOM outcomes. Journal of Product & Brand Management, 23(1),
pp.33-42.
Zhang, Y., 2015. The impact of brand image on consumer behavior: a literature review. Open
journal of business and management, 3(1).
Online
Management Structure of Apple Inc. [2018] Access through
<https://research-methodology.net/apple-organizational-structure-a-hierarchical-structure-that-
may-change-in-near-future/>
BMW Management Hierarchy[2017] Access through
<https://www.hierarchystructure.com/bmw-corporate-hierarchy/>
Customer based brand equity model [2017] Acess Through
<https://brandandbutter.files.wordpress.com/2010/01/cbbe_model.gif>
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