Brand Management Assignment Details

This assignment requires students to find relevant references from books and journals, as well as online resources, related to brand management. The task involves identifying key concepts, issues, practices, and strategies in brand management, including nation branding, employer branding, consumer tribes, dynamic capabilities, brand awareness, loyalty, and community commitment.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction.................................................................................................................................1
Main Body...................................................................................................................................3
Conclusion...................................................................................................................................4
TASK 2............................................................................................................................................5
P3 Different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................5
TASK3 ............................................................................................................................................6
P4 Brands are managed collaboratively and in partnership for domestic and global level........6
TASK 4............................................................................................................................................7
P5 Various types of techniques for measuring brand value........................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Brand management is the application of marketing methods and tools which an
organisation uses to develop specific goods, quality and its associated features in effective
manner. Brand need different aspects about how brand perceived in the large market place. It can
be develop and build with the help of developing positive connection with their target market.
The main aim of the branding is to make and develop product which are available for number of
customers (Albert and Merunka, 2013). With the assistance of this, company will try to reach
with desired aims and objectives in order to acquire high competitive advantages over other
brands. The project provide important information and details about different significance of
branding as an effective marketing tool and its key element is to success in brand planning. The
assignment is based on two organisation such as Optimum Impression Ltd and Apple. According
to the given scenario, the project task first is based on Optimum Impression Ltd and rest of the
part is based on Apple company. It is an American multinational technology company and they
are design, develop and sell consumer electronics and online services. The main purpose of this
report is to describe significance of branding as a marketing tool and its key components which
help in making successful strategy and managing brand equity. There are various strategies for
portfolio management, equity management and brand hierarchy.
TASK 1
Introduction
Brand – It is called as name, sign symbol, statement and increment of such which mainly
determine the seller or developer of the product. Along with this, it is the combination of tangible
and intangible attributes which symbolised in positive way in order to develop and create some
worth to the firm. It will assist organisation to segment their developing goods along with
another firm in the form of quality, features and other valuable specifications (Barrow and
Mosley, 2011).
Branding – It is the process in developing a different and unique type of product which
build image among customers by using different promotional channels such as advertisement.
The major aim of branding is to establish well organised existence in the market that attracts
desired customers.
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Brand equity – It refers to the value premium that generate by company with the help of
goods along with recognised name at the time of compare with generic equivalent. An
organisation develop and create brand equity of commodities in order to develop valuable,
memorable and quality based goods. There are various stages of building successful brand that
can be used by Optimum Impression Ltd that are described as under:
Define how you want to be perceived – In this stage, an organisation build successful
brand in the mind of desired customers or buyers (Cova, Kozinets and Shankar, 2012). This
includes preferences, taste, experience relates to the product. With the assistance to this,
respective firm can easily understand about product which are liked by users. In Optimum
Impression Ltd, they are develop such goods which are required by customers fir fulfil their
needs.
Organise business on the basis of promise – It is that stage in which an organisation
organise and building brand based on promise. According to this, firm can easily establish
business operations for satisfying all buyers needs and wants.
Communicate promise – In this stage, company develop various strategies and policies
according to the requirement of their customers. They are design, text, colour the product which
help them in attracting large number of buyers. Optimum Impression Ltd mainly concentrate on
their promise and as per this they are manufacture commodities for developing successful brand
in the mind of users.
Be consistent – At last, business remain consistent and develop product as per the need
and requirement of desired customers. Along with this, they does not violate their promise which
are made by them for their buyers. In Optimum Impression Ltd, it remain pursuant to their
promises that assist in developing and building brand for make strong relation with their users
(Dinnie, 2015).
Marketing department – It is play an important role in develop effective brand equity in
the mind of users. In Optimum Impression Ltd, they are follow role for brand equity which
includes awareness, differentiation, value and accessibility. In awareness, marketing department
are use different channels for creating awareness of products. This will assist in promoting
desired goods and build awareness among buyers regarding specific products and services.
Differentiation, in this brand need to be unique and differ from their competitors. Marketing
department required to concentrate on promoting various types of goods and services. Value,
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marketing department play an effective role in determining their products value and reliability.
Accessibility, in this product should be required to each customers that will create brand image
in the mind of users.
Main Body
Optimum Impression Ltd use different strategy for brand equity, extension, reinforcing,
revitalising and also using Keller Customer Based Brand Equity (CBBE) model that is described
as under:
Optimum Impression Ltd use Strategy for increasing brand equity such as Quality based
products and services in which company offer desired goods and services to their customers.
This will help in developing brand value and image in the mind of customers which help in
gaining high income (Helfat and Winter, 2011). Therefore, Optimum Impression Ltd try to
provide best delivering services and facilities to the people. On the other hand, competitive
analysis is considered as second strategy in which company can develop their brand so that they
can easily adopt dynamic environment.
Keller Customer Based Brand Equity (CBBE) model:
It is the pyramid shape which has include four essential points. Optimum Impression Ltd
can use this model for brand equity. The first step is Brand Identity which help in identifying
brand and it should be different and unique features as compared to competitors. In this, Brand
Meaning is the second stage which include performance and imagination of brand in the mind of
desired buyers. In this Brand response includes judgement and feeling this is done by users for
make valuable brand. Third stage is Brand Relationship which define in developing relationship
among customers through which customers are gain accurate results.
In the context of Optimum Impression Ltd can use strategy for developing brand
extension to done brand extension in various manner. First stage is Measure Brand Equity, in which they are easily measure brand equity for
tracking the possible impact of future. When many brand dilute while executing brand
extension (Huang and Sarigöllü, 2014). Measure Potential Risk which help in identify positive and negative effects on equity
and business in better manner. Optimum Impression Ltd execute brand extension which
failure does not exceed merchandising efficiencies.
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 Leverage from business core competency, help in gaining competitive advantages for
new type of goods along with this all the skill and marketing operations can be known by
respective firm. This assist in developing market differentiation and efficiencies.
Brand Reinforcement – This mainly focus on maintaining and managing brand equity by
remaining brand alive for both presence and existence and new customers. This can be done by
introducing unique, differentiated and new type of products which satisfy all customers needs
and wants. Optimum Impression Ltd company can use Brand Image and Brand Awareness as a
Brand Reinforcement strategy (Hur, Ahn and Kim, 2011). In this brand awareness is the method
which can be used by respective company for developing effective products which are
manufactured by brand, benefits and satisfying customers needs and requirements. Brand image
refers the valuable image of brand which includes differentiation from competitors rivals and
create strong, unique and favourable preferences in the mind of customers. Optimum Impression
Ltd manufacture unique brand of customers for developing good image among buyers.
Brand Revitalization is considered as marketing strategy which has been adopted by firm
while they try to reach with maturity stage of life cycle and gain high profit that is decreases.
Along with this, it is that way which help brand for carry out in the market with additional and
attractive features. For this, Optimum Impression Ltd can use following strategy for
revitalization. There are various strategy which involves Rename brand that is directly affect on
changing the name of brand. If any brand value is reduces so rename should be done for survive
in the large market place. In Reaching Out to Community, brand can be known as community
oriented brand that can assist in revisiting image and increasing sales.
In order to overcome with brand crisis, Optimum Impression Ltd can use this for dealing
and managing with brand crisis that includes designing, acquiring outside assistance,
communicating, monitoring and inform respond. For this, they can easily solve such crisis
effectively (Kapferer, 2012).
Conclusion
In Optimum Impression Ltd, the importance of branding as a marketing tool in better
manner. This will assist them in enhancing market share and income of the firm. If brand is well
known in the market then its productivity is increasing in form of workers and company. An
organisation can easily rising profitability by making high price for goods and services as
customers are ready for pay premium brand.
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TASK 2
P3 Different strategies of portfolio management, brand hierarchy and brand equity management
Organisation's brand portfolio strategy:
A brand portfolio strategy define as umbrella where all brand line and brand related to
particular company that serve all requirements in different market segmentation. This should
deliver leverage, energy, clarity and differentiation. For reaching with desired goals, efforts
should be continuous process which review and refined is required. This outline using various
brand and different elements of branding in order to drive with growth and profitability. Building
an individual brand is more tough task or work for the Apple Inc. For this motive, they required
to decide accurate positioning and optimising the perfect brand portfolio which develop and
create issues for the management (Keller, Parameswaran and Jacob, 2011). A brand portfolio's is
the planning which outline about how organisation will develop usage of different brands and its
elements to drive profitable growth and development during the year.
Primary brand – This is one of the major brand which name on the given products and
services. It is basically one of the largest branding component on the product publicity and in
portion of communication.
Sub brand – Such elements are called as secondary branding factor which fail below the
primary brand. This is basically lies above the commodity description. This type of brands are
mainly employed for set a bunch of goods and services which are offer in different ways of
primary brands. Apple is having uncanny capabilities to project along with quality based
products and services (Lee and Carter, 2011).
Endorsed sub brands – It is refer as one of the secondary branding element. If an
endorser brand is present the primary brand along with full description of goods in given time
period. This must be associated with other brand of the company.
Basis Umbrella brand Product
Apple This is popular American multinational
technology association which build and
sell wide range of consumer electronics
goods and accessories.
In this, commodity are more
superior as they are providing
trust in their goods. There are
some products which are
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manufacture by organisation
such as Iphone6, 7 and mac
books and laptops.
Samsung In this, company will deliver wide range
of goods as one of the perfect brand
name. This includes Samsung is a
positive brand which directly impact by
business.
Thee are some specific goods
which are also known in the
overall country such as Samsung
galaxy, note 5s and latest edition
of future version.
Portfolio Strategies used for managing equity of brands
Active portfolio management strategy – Such type of strategies are used by company
manger and organisation who have potential to acquire risk in the market. Apple can use this
strategy for beat their rival, attain growth level in the market and sustain (Morgan, Pritchard and
Pride, 2011).
Passive portfolio management strategy – This is that strategy which can be used by
organisation where they are willing to take risk in market but need to develop and develop. This
strategy can be used by Apple company as it does not provide more benefits.
TASK3
P4 Brands are managed collaboratively and in partnership for domestic and global level
A brand is recognition marks, symbol, logo, name and sentence which organisation use
top distinguishes their goods from others. Brand extension assist an organisation for gaining
loyal customers and trust regarding their products.
Difference between brand extension and line extension:
Brand Extension
Launching a new product category and make it a valuable product in market by formation
of its high perceived value in the eye on the customer, and give the same brand which already
lead the whole market is called the Brand Extension (Urde, Baumgarth and Merrilees, 2013).
Apple has a great brand value in the market, which has stability of 40% market share till now,
customers are so keen to purchase its product just to show their status in society. Here Brand
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extension works while maximising its profit as Apple has a different unique category of product
such as laptop, iPhone, tablet, watches etc.
Apple extends its product day by day and focusing on future market, which is much
more beneficial for it. As per the article on CarPlay, it has shown that apple will come with its
new product extension while launching its car in the market by the end of 2020.
Line Extension
Launching a new item in the same product category, which already exists in the market
with a great image in the eye of the customer is known as Line extension.
Apple extending its product day by day and focusing on future market which is much more
beneficial for it. As per the article on CarPlay, it has shown that apple will come with its new
product extension while launching its car in the market by the end of 2020. Apple has great
brand value and its specific products are much more in trend such as iPhones whose demand in
market have greater share. HomePod is the latest example of Apple company (Usakli and
Baloglu, 2011).
Apple has a great benefit of line extension as every new item within the same product
category maximises its profit. Line Extension help in diversifying its product category and
maintain a reputation in the market while it talk Brand Extensions of innovation. Consumer
always focus on similar product as it build trust and loyalty with the brand.
Strength of Apple Inc.
When a company works on strength then it analysis their condition on various basis such
as product quality, strategies of marketing, manufacturing process, accounting analysis, cost
cutting, skilful workers, customer relationship and much more. Taking various aspect in mind,
apple works on its strength at every aspect either it is branding, market value, customer feedback,
fulfilling needs etc. Finding these features is the most important role for the growth of a
company as it maintain a confidence among employees. Strength of apple are follows as :-
 Customers are the king of a market, fulfilling their expectation is the responsibility of a
company (Vigneron and Johnson, 2017). Apple always keep an eye to their customer's
need and, work hard in every aspect to improve the quality which results a big leading
company since 1980s.
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 Have an ability to give an impact on consumer decision behaviour, whenever a
consumer switch their brand to apple then its uniqueness in their gadget related to
processor, quality enter a consumer in the universe of Apple.
 Strategies like profit multiplier model which Apple has adopted and working on Apple
Car, is much more beneficial for the company as new innovation or spending on
research and development gives growth and counted as a great strength.
 Advance technology pulls a company towards growth and Apple always make their
functionality superior and unique in terms of technology as compare to their
competitors, which forms an unbeatable image in the market.
 Brand creation in the market, Apple works on brand value and cover its market share
with an valuable image of consumers. Consumer starts believing to portray a status in
between their friends by using Apple products.
 Apple has unique product line as it works on phone, watch, tablet, laptops, computers
etc. This help in covering more market share and forms an image to hold the market in
its own hand.
Weakness of Apple Inc.
When a company talks on weakness, then it should analysis on various aspect such as
continuous performance measurement of employees, feedback by consumers, working on
innovation, working on cost cutting to lower down prices, cover more market by market
segmentation etc. As the Apple company is a leader and a big brand of market, so finding
weakness is much more difficult. Apple focuses on various aspect while working on its product
by keeping an eye on its weakness from different ways of working such as pricing, branding,
dependency, uniqueness etc. Analysis on the present weakness of apple is as follow :-
 Matching to their customer's demand is the toughest task when a company enters in
market, Apple which is on the highest peak and their customers exception is going
beyond its limit, put company in doubt for fulfilling future expectations (Zarantonello,.
and Schmitt, 2010).
 Pricing plays a vital role in any economy and when it talks of Apple, it is much more
high to their competitors which can be drawback for not maintaining a good market
share.
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 Android which is moving forward day by day and covers 47% of market share till now
whereas apple has 42% market in hand, that creates a fear for future.
 Stiff competition in the product line of laptop as Dell, Sony, Lenovo has covered the
maximum share of market and even working more in introducing some unique models
for future. This will lower the brand value in the market place.
 Getting low effect in creating perceived value by branding its image from the look of its
new iPhones series in the market.
 Apple focusing on a single specific society and value their gadgets, by measuring pocket
capacity on the basis of specific customer segmentation is a big drawback for future
market share.
Suggestions to overcome the weaknesses:
There are various suggestion which help respective company in overcome with such
weaknesses in better manner that are described as follows:
 It is required for organisation is to analyse whole market area where they need to target
all customers and buyers who are willing to purchase their desired goods and services. As
per this, they required to make and develop products and services in order to satisfy all
demand of buyers.
 Apple need to develop proper strategies and policies which are help in setting affordable
price of their products such as laptop, iPhones and so more. For this, they are target
segmented customers on the basis of class, age, status and interest of choice.
Collaborative and partnership agreements:
These are develop and built unity of company vision and strength of motive and it should
be make a unique brand that is having more than sum of their parts. Partnership among two or
more brands work directly with the help of brand equity to each other. In this, customers are
easily understand and evaluate the message which is based on marketing. Its results in creating
and developing loyal customers as compare to brand borrowing which satisfy time and
operations (Zarantonello and Schmitt, 2010). Partnership can go beyond to deliver into event and
opportunities which expand in market base of Apple in every part of country. Partnership assist
in increasing profile of both brands with the assistance of exposing gain from particular products
through accurate collaboration. Apart from this, collaboration bring together with two specific
brands in efforts which get ride of their goodwill and image.
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TASK 4
P5 Various types of techniques for measuring brand value
Brand value works on framing the image of a company and it makes a huge profit for a
company. It plays an vital role when forming the market strategies while promoting its product in
market. While marketing, it gives a big confusion in mind at the time of monitoring brand equity
and brand value, as it has a vast difference because equity defines as an asset in the form of
visibility, Talking of brand value it creates by the loyalty of customers.
Apple has a unique brand value in the mind of customers as it plays a role of a king in
market as compare its competitors while framing marketing strategies. From the last eight years
in market apple has build a valuable value of $182.8 billion in market. Forbes has declared Apple
the biggest brand which earns a huge profit in the past years, while it form coalition with google.
Brand Awareness
Brand awareness is the dimension of buyer awareness of an organization. It quantifies a
potential client's capacity to perceive a brand picture, yet to likewise connect it with a specific
organization's item or administration (Zarantonello and Schmitt, 2010). It works by doing market
segmentation where a company finds its geographical area to spread awareness about it. It is the
best spread through both inbound and outbound showcasing endeavours. At the point when
rivalry in an industry is high, brand awareness can be one of a business most prominent
resources.Apple has one of the most famous and unique brands in the world, yet there are still
nations where the gleaming Apple isn't exactly pervasive yet. India stands in the queue of it,
Survey of brand awareness :-
Almost 50% of Indians don't have knowledge of an iPhone, as indicated by an
exploration note by Morgan Stanley's Kate Huberty and group. Shockingly but it is true,
awareness of apple brand is low in India, and growing or expanding is a force. The organization
is still in the beginning times of building its image in the nation.
Search engine queries :- Search engine queries define as an inquiry dependent on a
particular term that a client browse into a web browser to get their specific information or data
into it. It works in an effective manner which gives service to the whole world and save the data
in binary language.
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Social media engagement :- It defines as the total sum or collection of different methods
uses in spreading information given on various social media application. Such as share option,
comments, likes, tweets, etc.
Market shared:
It refers as the percentage of industry or market's total sales tat are earned by specific
venture in given time period. Apple Inc. can use this techniques for managing and measuring
market shared are as follows:
Market share building – It is that technique which help them in managing and measuring
whole market share which build by an organisation. It can lead towards growing share and
market value of Apple for gaining maximum profitability and sustainability.
Market share maintenance – The company need to optimise its resources in order to
gain high growth and success (Zarantonello and Schmitt, 2010). Apple can adopt this strategy for
maintenance such as product innovation, market fortification and confrontation strategy. This
will assist in reaching with desired goals and objectives of firm.
Consumer Attitudes:
It is the combination of value, belief, feeling and behavioural intention towards things or
objects within marketing brands. Apple can adopt such products which are fulfil all needs and
wants of buyers in better manner.
Customer satisfaction – Consumer attitude are mainly influenced by satisfaction because
if they are get quality based goods and services so they are feel happy and satisfied. Apple Inc.
offer quality based goods and services to their users for sustaining in the market place.
Non structured methods – It refers as informal and without systematic approach. This is
divided into distinguish such as word association in the form of sentence completion and
pictorial method. On the other hand, non distinguish that is interview in the form of focus group
and in depth. Apple uses such technique for understand about its customers attitude regarding
goods.
Purchasing Intent
This is the probability where consumer will purchase goods and services. In order to
evaluate and measure, marketers use estimative modelling for recognising possibility in gaining
future results or outcomes which is based on previous data. Different techniques which help in
measuring purchasing intent are as under:
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Offers – It can be maintained by giving best offers to consumers. This will enhancing
their willingness of customers for buying products and services. Apple can use such techniques
for their customers to influenced them regarding new goods (Zarantonello and Schmitt, 2010).
Quality products – Customers are paid money for commodities so that firm need to
provide quality and high goods and facilities. Apple believe in delivering best equipment which
are sustain and survive in the market for long time period.
CONCLUSION
As per the above described report, it can be concluded that rand management is the
application of marketing methods and tools which an organisation uses to develop specific
goods, quality and its associated features in effective manner. It is the process in developing a
different and unique type of product which build image among customers by using different
promotional channels such as advertisement. Optimum Impression Ltd use Strategy for
increasing brand equity such as Quality based products and services in which company offer
desired goods and services to their customers. In order to overcome with brand crisis, Optimum
Impression Ltd can use this for dealing and managing with brand crisis that includes designing,
acquiring outside assistance, communicating, monitoring and inform respond.
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REFERENCES
Books and Journals
Albert, N. and Merunka, D., 2013. The role of brand love in consumer-brand relationships.
Journal of Consumer Marketing. 30(3). pp.258-266.
Barrow, S. and Mosley, R., 2011. The employer brand: Bringing the best of brand management
to people at work. John Wiley & Sons.
Cova, B., Kozinets, R. and Shankar, A., 2012. Consumer tribes. Routledge.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Helfat, C. E. and Winter, S. G., 2011. Untangling dynamic and operational capabilities: Strategy
for the (N) ever‐changing world. Strategic management journal. 32(11). pp.1243-1250.
Huang, R. and Sarigöllü, E., 2014. How brand awareness relates to market outcome, brand
equity, and the marketing mix. In Fashion Branding and Consumer Behaviors (pp. 113-
132). Springer, New York, NY.
Hur, W. M., Ahn, K. H. and Kim, M., 2011. Building brand loyalty through managing brand
community commitment. Management Decision. 49(7). pp.1194-1213.
Kapferer, J. N., 2012. The new strategic brand management: Advanced insights and strategic
thinking. Kogan page publishers.
Keller, K. L., Parameswaran, M. G. and Jacob, I., 2011. Strategic brand management: Building,
measuring, and managing brand equity. Pearson Education India.
Lee, K. and Carter, S., 2011. Global marketing management. Strategic Direction. 27(1).
Morgan, N., Pritchard, A. and Pride, R., 2011. Destination brands: Managing place reputation.
Routledge.
Urde, M., Baumgarth, C. and Merrilees, B., 2013. Brand orientation and market orientation—
From alternatives to synergy. Journal of Business Research. 66(1). pp.13-20.
Usakli, A. and Baloglu, S., 2011. Brand personality of tourist destinations: An application of
self-congruity theory. Tourism management. 32(1). pp.114-127.
Vigneron, F. and Johnson, L. W., 2017. Measuring perceptions of brand luxury. In Advances in
Luxury Brand Management (pp. 199-234). Palgrave Macmillan, Cham.
Zarantonello, L. and Schmitt, B. H., 2010. Using the brand experience scale to profile consumers
and predict consumer behaviour. Journal of Brand Management. 17(7). pp.532-540.
Online
Apple Sub brands, 2016. [Online]. Available through:
<http://www.wearewellandtruly.com/blog/planning-a-great-sub-brand/>.
Four brand strategies, 2017. [Online]. Available through:
<http://www.marketingstudyguide.com/four-brand-strategies/>.
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