Brand Management and Strategies
Added on 2020-09-17
20 Pages6998 Words29 Views
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Brand Management
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1P1 Significance of branding as a marketing tool........................................................................1P2 Major components of a successful brand strategy.................................................................4TASK 2............................................................................................................................................6P3 Various strategies of portfolio management..........................................................................6TASK 3............................................................................................................................................8P4 Management of brand in collaboratively and in partnership.................................................8TASK 4..........................................................................................................................................10P5 Different types of techniques for measuring and managing brand value............................10CONCLUSION..............................................................................................................................12REFERENCES..............................................................................................................................13
SECTION 1INTRODUCTIONBrand management is an important activity for every business organization to promote itsparticular brand of goods. Basically, it helps in analysing as well as planning that how a brand isperceived in the market place. With the help of this, company maintains and creates healthyrelations with their customers. The main advantage of brand management is to increase overallprofitability of company by serving quality services to its customers. Mainly, it is a combinationof various tangible and intangible factors (Brand Management - Meaning and ImportantConcepts, 2017).Main advantage of brand management is to capture a large market share and atthe same time, it also increases the profitability level of company in the most effective manner.Along with this, brand management is an appropriate function in which company uses varioustools and techniques to increase customer’s base and also deliver quality services in an effectiveway. Present report is based on Coca-Cola which is an American beverage company. Importanceof brand and marketing tools is also mentioned in this project. Along with this, various strategiesfor portfolio management are also discussed. Further, various types of techniques are used by themanager for managing brand value. At last, effective management of brand in partnership ishighlighted.TASK 1P1 Significance of branding as a marketing toolBrandA brand is a mark as well as logo which is used by particular company which make themdiffer from its competitors. With the help of this, company easily enhances their positive imagein the market place and also captures a large market share.Branding is also an effective process of business organization to create their specificbrand image in market place in which they easily form customer’s base by delivering highquality services. Main aim of branding is to set presence in market place which helps in invitinga large number of customers and at the same time, provides long term benefits to company. Withthe help of this, firm easily improves their performance level in competitive market place. It alsodefines as well as examines customer’s tastes and preferences towards company’s products andits services (Annie Jin, 2012). Along with this, branding is a marketing tool in which customers1
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