Brand Management

Running head: MARKETING
Brand Management
Name of the Student:
Name of the University:
Author Note:

1MARKETING
Table of Contents
Task 1: Building and Managing Brand over Time..........................................................................2
a: Importance of Branding for an Organization...............................................................................2
b: Ways in which Organizations Grows and Develop Brand Equity:.............................................3
c. Suggestions on how M&S Can be Extended, Reinforced and Revitalized.................................4
Task 2: Brand Portfolio and Hierarchy Management......................................................................6
a: House of Brands...........................................................................................................................6
b: Branded House............................................................................................................................8
c: Hybrid House...............................................................................................................................9
Task 3: Brand Extension and Leverage.........................................................................................10
a. Meaning of Brand Leverage:.....................................................................................................10
b. Evaluation of the Strengths and Weakness of M&S Brand.......................................................10
c. Options of Collaboration and Partnership to Help Grow M&S Local Brand and International12
Task 4: Measuring and Managing Brand Value............................................................................12
I. Brand Value:...............................................................................................................................12
II. Brand Awareness:.....................................................................................................................13
III. Consumer Attitude:..................................................................................................................13
IV. Purchasing Intent:....................................................................................................................14
References:....................................................................................................................................15

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Task 1: Building and Managing Brand over Time
a: Importance of Branding for an Organization
Branding is vital for an organization since it not only helps in making a memorable
impression on consumers but enables the clients and the customers in realizing their expectations
from the company (Todor 2014). Some of the importance of branding is mentioned below
(Baumeister, Scherer and Wangenheim, 2015):
1. Branding helps in Promoting Recognition: It has been found that people intend in
doing business with the company they remain familiar with. If the branding remains consistent
and is easier to recognize, it helps people feel at ease in purchasing the products of the company.
2. Branding Helps in Setting Apart from Competition: In the global market of today,
it remains critical in standing apart from crowd since the competition no longer remains on local
stage but at the level of the global economy.
3. Branding provides Direction and Motivation to the Staff: Clarity in the brand
strategy provides clarity to the staff that they need to attain success. It directs them on the way to
act, win and meet organizational goals.
4. Branding also helps in Generating Referrals: People often love to talk about brands
that they love. In fact, they keep telling about their preferred brand on a constant basis. Besides,
a strong strategy related to the brand website like the back links remains critical towards not only
generating viral traffic but referrals.

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5. Branding Helps in Connecting with Customers Emotionally: Branding usually
helps in connecting with the people at emotional level since it acts as a feel good factor.
6. Branding Helps in Providing Business Value: Strong branding provides value to the
organization beyond the physical assets.
b: Ways in which Organizations Grows and Develop Brand Equity:
Brand equity refers to the value that the brand brings to the company. It can be measured
in various ways such as price premium charged over no name product or longer term loyalty of
the customers (Aaker and Biel 2013). However, the ways that the organization adopts in
developing the brand equity are as follows:
Step 1: Developing Identity through the Creation of Brand Awareness: It is
important to begin at base with the brand identity and build in basic awareness of the brand
thereby ensuring that customers recognize the brand and views it in the way intended.
Step 2: Creation of Meaning through Communication of Brand and what it
represented: Here the organization primarily focuses on the performance and imagery.
Performance describes how the product is able to meet the needs of the customer while imagery
refers to psychological and social aspects. For instance, a company genuinely committed towards
environmental responsibility would build from the customers and attract the employers who
identifies with and supports the values. However, greater meaning of a brand can be developed
through word of mouth, targeted marketing and customer experience.
Step 3: Creation of Response by Reshaping the Customer Perception about Brand:
It has been found that customers respond to the brands through feelings and judgments. Feelings