Business Brand Management | Report

Running head: - BUSINESS BRAND MANAGEMENT
BUSINESS BRAND MANAGEMENT
Name of the Student
Name of the University
Author Note

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Table of Contents
1. Brand Promise........................................................................................................................2
2. Brand differentiation..............................................................................................................2
3. Identification of stakeholders.................................................................................................3
4. Touchpoints............................................................................................................................5
5. References..............................................................................................................................6

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1. Brand Promise
Bedew refers to a new brand that has been upcoming for the purpose of provisioning
the consumers with flavoured water. This flavoured water that will be produced as a part of
consuming by the customers has the inclusion of additional ingredients such as the like of
natural as well as artificial flavours (Ofek & Schwalb, 2018). The ingredients are mainly of
the types of sugars, vitamins, sweeteners, minerals as well as other existing enhancements. In
addition to this, the water that will be offered by Bedew will have the minimum amount of
calories that will be good for human health all together.
Hence, the brand named Bedew promises to provision with healthy drinking water
that is flavoured and consists of various minerals that is good for the human health. The
company has specifically incorporated the idea of producing water with certain flavours
along with different containment of minerals so that consumers would be consuming
nutrients with water as well (Delgado-Ballester, Palazón & Peláez, 2019). The brand
promises all the consumers to put forward drinking water that is totally free of impurities but
has the addition of other ingredients that promises to improve the health condition of the
consumers consuming the same. Hence, Bedew promises the consumers to provide with the
best quality of the products that will have a greater experience for the consumers and will be
able to identify the benefits in their health to be specific.
Figure-1: Bedew Brand Logo

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(Source- Pyper et al., 2019)
2. Brand differentiation
Bedew has the primary objective of making a market presence with the help of
producing as well as manufacturing flavoured water as a part of their other products to
provide the customers with nutrients through the consumption of water (Pyper et al., 2019).
The company has the initial target to hit the shelves of all the supermarkets in the dealing
regions and attract customers by providing with the best quality of such water that will have
the inclusion of various flavours along with nutrients as a part of benefit that is supposed to
be provided to the consumers.
There is the shared existence of a number of brands that have the same product
already running in the market and have consumers buying the same to improve their own
health. Such companies are the likes of Glaceau Vitamin, Dasani, Aquafina FlavorSplash as
well as Hint. All of these brands have different types of the same product with primary
difference in the ingredients that have been used within the drinking water (Veloutsou &
Guzman, 2017). Glaceau Vitamin has multiple flavours for the same product to provision
customers with multiple options to choose from. Hint is the brand that makes use of no
artificial flavours but provides with a drinking water that has the similar taste of an infusion.
Aquafina FlavorSplash has a single flavour for this individual product that is strawberry kiwi.
Lastly, Dasani is a brand that has the major market presence and can be found anywhere
across selective regions while easy to get hold when travelling.
However, Bedew is the brand that brings in the primary differentiation from all the
other existing brands by claiming the fact that the company will add no content of sugar.
Bedew will make use of real fruit flavours in the drinking water. The multiple flavours are of
eight types namely, lemon, strawberry, lime, watermelon, green apple, orange and that of
honeydew as well as cherry (Pappu & Christodoulides, 2017). This completely makes Bedew

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different from the already existing brands of water working as well as operating within the
same field of market. This refers to the primary difference that the company aims to have in
their company to attract more number of consumers and to potentially increase their base of
customers.
3. Identification of stakeholders
Stakeholder
Name
Role Interest
(1-3)
Influence
(1-3)
Activities
Stakeholder 1 Owner 3 1 Taking of major
decisions
regarding the
products of the
company.
Stakeholder 2 Employees 2 3 Carrying out all
the primary
activities for the
company
starting from
production and
manufacturing
to that of
marketing as
well as dealing
with the
customers.
Stakeholder 3 Investors 3 3 Provisioning the
company with
the required
amount of funds
for the entire
project.
Stakeholder 4 Customers 2 3 The primary
consumers for
the product that
is going to be
launched by
Bedew.
Stakeholder 5 Suppliers 1 3 The suppliers
will be
providing the
company with
all the Raw
materials that is
required to
manufacture the

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product that is
going to be
launched.
Stakeholder 6 Government 2 3 The government
is supposed to
pass as well as
allow all the
regulation
certificates to
manufacture
drinking water
that will be
flavoured.
4. Touchpoints
Bedew as a brand looking forwards towards the introduction of a new consumable
product in the form of drinking water that is supposed to be flavoured also has the initial
objective of carrying out a better communication to the consumers for gathering feedback of
the newly introduced product (Burmann et al., 2017). The communication will also be helpful
in attending the customers regarding any issues or solving of queries from their end in
particular.
The company will have an all-day assistance over the phone enabling the customers to
reach out to them regarding any queries at any point of the day. Apart from this, Bedew will
also check upon the loyal customers from time to time to keep them satisfied and to provide
them with the best brand experience. On the other hand, the company will do the same for the
new customers to have a better retention of the new set of such customers.

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5. References
Burmann, C., Riley, N. M., Halaszovich, T., & Schade, M. (2017). International Identity-
Based Brand Management. In Identity-Based Brand Management (pp. 291-312).
Springer Gabler, Wiesbaden.
Delgado-Ballester, E., Palazón, M., & Peláez, J. (2019). Anthropomorphized vs objectified
brands: which brand version is more loved?. European Journal of Management and
Business Economics.
Ofek, E., & Schwalb, N. (2018). The Brand Management of Places.
Pappu, R., & Christodoulides, G. (2017). Defining, measuring and managing brand equity.
Journal of Product & Brand Management, 26(5), 433-434.
Pyper, K., Doherty, A. M., Gounaris, S., & Wilson, A. (2019). Investigating international
strategic brand management and export performance outcomes in the B2B context.
International Marketing Review.
Veloutsou, C., & Guzman, F. (2017). The evolution of brand management thinking over the
last 25 years as recorded in the Journal of Product and Brand Management. Journal of
Product & Brand Management.