Brand Management Individual Assignment

Building and Managing
brand over time

Table of Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................3
1. Introduction........................................................................................................................3
2. Main Body..........................................................................................................................4
3. Conclusion..........................................................................................................................7
Task 2...............................................................................................................................................7
1. Brand portfolio strategies of Amazon................................................................................7
2. Illustration of hierarchy management of brands within Amazon's portfolio....................10
3. Strategies used for managing equity of brands within Amazon.......................................10
Task 3.............................................................................................................................................11
1. Strengths of brand that can get leverage...........................................................................11
2. Weaknesses that need attention to provide some possible suggestions...........................12
3. Collaborative and partnership agreements.......................................................................12
Task 4.............................................................................................................................................13
1. Brand value.......................................................................................................................13
2. Brand Awareness..............................................................................................................14
3. Market share.....................................................................................................................14
4. Consumer attitudes...........................................................................................................15
5. Purchasing intent .............................................................................................................15
Conclusion.....................................................................................................................................16
REFERENCES..............................................................................................................................17

Introduction
Brand management refers to process of maintenance, improvement and upholding a
brand so that positive results can be obtained. It includes various aspects like competition, in
store presentation and customer satisfaction. It is fabricated on marketing foundation but it focus
on brand and way in which brand remain favourable to customers. Amazon is taken in first task.
It is an advertising organisation and offers paid services. CBBE (Customer-Based Brand Equity)
model will be used in this. Moreover, Amazon will be used in rest of task. It is an American
company, which was founded on July 5,1994. It is now the biggest e-commerce company of the
world and have headquarter in Seattle, Washington. This report will cover brand portfolio, their
hierarchy management and brand equity. Furthermore, critical analysis is provided in which
focus is on brand value of organisation.
Task 1
Article : Brand is Power
To: Board of Directors of ‘Amazon’
From: Marketing manager
Date: January 18th , 2019,
Subject: Brand is Power
1. Introduction
Amazon an e-commerce, cloud computing, and artificial intelligence in Seattle,
Washington and multinational company that basically was found in the year of 1994. This
article is processed by marketing manager of Optimum Impression Ltd. for the company
Amazon in order to understand the concept of brand.
Brand- It refers to identify name, word, logo, mark, symbol and sentence or word which
will enable organisation to differentiate their products from competitive products. It is a
combination of different elements used to create brand identity. In present scenario, it is been
analysed that brand is used by organisation to develop their own image within market. In simple
words, brand can be said as identity to products or services offered by specific organisation
either it can be logo or symbol or sign. Amazon is required to develop symbols so that
customers can remember name of company and products, services when they see logo or
symbol of company.

Brand equity – It refers to additional value which is attached by customer with brand which
makes it unique from other brands which are present within market. This is treated as marketing
term which includes brand value. Thinking and perception are elements which are critical in
brand equity. Positive brand equity is formed when customers have good perception about
services and products of Amazon. This will help them to increase stock prices efficiently.
Stages to build successful brand are given below:
Step 1: Ascertain Target Audience: Marketing manager needs to ensure that focus is on
target audience and mission of Amazon. is looked upon to handle needs of customers.
Communication channels used by them must be effective so that they can reach their customers.
Step 2: Define Brand Mission: Amazon develop their own values which will enhance
customers base. Focus must be on vision and mission of organisation this will help them to take
effective decision related to needs of organisation's mission.
Step 3: Research Competition: Overall competition is analysed by marketing department
and also evaluate products delivered by them to their target audience. This will aid to develop
successful brand (Arai, Ko and Ross, 2014). Amazon. need to make certain modifications in
services and products to bring overall improvement.
Step 4: Create Value Propositions: Marketing department must understand internal and
external environment and as per that they must make strategies which will create value within
Amazon. In present scenario audience will interact with other brands, and as per organisation
must ensure that they are different from other brands who are offering same services.
Step 5: Determine Brand Guidelines: Certain rules are made related to interactions with
audience. Designs are created and visual elements are used like logo, templates and structure
will help organisation to create exclusive brand identity.
Step 6: Market Your Brand: Marketing strategies are build by marketing manager of
Amazon so that brand becomes known to targeted audience and they may identify organisation
by its logo.
2. Main Body
Amazon offers services to customers related to paid promotions within UK. Brands like
Amazon can take help from them for making advertisements and promotional activities for their
products in United States and in other countries as well. They are using updated technology so
that best services can be offered.