(PDF) Branding and Brand Management

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.
1