How Brand is built and managed over time

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
LO1 Demonstrate an understanding of how a brand is built and managed over time.....................1
P1 Importance of branding as a Marketing tool .........................................................................1
P2 Main elements of a successful brand strategy........................................................................2
main challenges developing a brand...........................................................................................3
SECTION 2......................................................................................................................................4
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built and
managed...........................................................................................................................................4
P3 Various strategies for Portfolio Management, brand equity and Brand Hierarchy
management................................................................................................................................4
The brand portfolio strategy........................................................................................................4
The brand equity management using the CBBE model..............................................................6
LO3................................................................................................................................................10
P4 Brands managing collaboration and partnership at domestic and international level .........10
Extension approaches and strategies of BMW and Google at domestic and global level........10
Collaboration and partnership of BMW and Google................................................................10
P5 Various types of techniques top measure brand value in context of the google and BMW.
...................................................................................................................................................12
Brand measurement techniques in relation to both brands.......................................................12
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is an important aspect which will help to set a particular image into
the customers mind. Brand management refer as the function of marketing that uses techniques
to increase the perceived value of a products line or brand over time. The report will be consist in
two sections and chosen organization are Google and BMW to demonstrate an understanding of
how bran is built and manager overtime. Analysis of brand are organized in portfolio and
hierarchy of both the brands. Evaluation of brands extended over time domestically and
internationally. Techniques uses for measuring and managing brand values over time.
SECTION 1
LO1 Demonstrate an understanding of how a brand is built and managed over time.
P1 Importance of branding as a Marketing tool
Brand refers as the identity of the company name as per their logo. Name of the firm or
any tag line used for the product(Apostolopoulou, 2015). As it set for the long period which will
help to recognise customer easily. A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so that it can be easily communicated
and usually marketed. A brand name is the name of the distinctive product, service, or concept
For example BMW and NIKE.
branding an important marketing tools
Branding is an important marketing tool because it will help to the identified to the target
market and customer will easily recognize product and services(Levine, Haughom, and Frank,
2014). They have certain objectives of brand such as established credibility of goods and
services and connecting to the customer emotionally and main element in their behavioural
changes. A brand will consist of several component such as follows:
 Name of the organization
 Brand Logo
 Brand Theme and message
 Brand sound
 Packaging of the Brand
 Experience of Brand
importance of brand as marketing tool such as follows:
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 It will help to recognise: brand can recognised to the customer for recalling various goods
and service which are associated with the particular brand.
 To gain the customer loyalty It is proven that customer are associated with that brand
only which is able to build the trust. As the brand will help to build trust and customer are
more loyal towards the particular brand due to high quality of goods and services with
them.
 Increasing popularity: Each and every organisation required high credibility and image in
the market(Buil , Martínez and de Chernatony, 2013). Customer who are not using the
brand goods and service they are also familiar with that particular brand due to increasing
popularity by consistency maintain the quality for set strong brand.
Therefore branding the process of creating an image for a good and service which will
help to achieve better customer satisfaction. As the branding will help to achieve the objective
of the firm which is necessary to increase sales and revenue.
P2 Main elements of a successful brand strategy
There are various key elements of a strong brand such as follows:
 Target Audience: This is the main element of brand in which target customer who buy
the goods and services which are adding value by organisations.
 Brand Promise: it is a message which will speak to the target market in terms of
commitment of any particular brand(Mosley, 2014).
 Brand Perception: It refers as the customer perceive the brand image after using the
good and service. Brand perception can be positive or negative.
 Brand Values: The core value of a particular brand which can be reflect on good and
services.
 Brand Voices: it refers as how the organisation is using it brands to set its personality
and image in front of the customer. For example, structure and size of goods.
 Brand Positioning: it is a tactic in which the brand can be set into the mind of customer.
Manage and develop a brand over time
Brand can be easily manage and develop over time with the effective rules and
regulation. Legislation which are associated goods and services, on the other hand brand can be
develop by adding new technology and innovation for the development for the betterment of
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