(Solved) Nestle : Brand Management

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................1
TASK 1 ...........................................................................................................................................1
Introduction............................................................................................................................1
Main body...............................................................................................................................2
Analysing strategies to strengthen brand equity, brand extension, reinforcing and revitalising
brands to overcome from crisis..............................................................................................2
Conclusion..............................................................................................................................2
TASK 2 ...........................................................................................................................................3
Analysing organisations brand portfolio plan of action.......................................................3
Providing an illustration of the hierarchy management of brands .......................................4
Analyzing plan of action utilized for managing the equity of the brands .............................6
TASK 3............................................................................................................................................7
Strengths of the brand that can be leveraged..........................................................................7
Weaknesses that may need attention providing some possible suggestions..........................8
Collaborative and partnership agreements.............................................................................9
TASK 4............................................................................................................................................9
Evaluating the tools and techniques adopted by Nestle ........................................................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Brand management is the function of marketing activities that take helps through
different techniques to increase the perceived value of a product line or brand over time.
Effective brand value of the company is useful to connect loyal customers as well. Present report
will be based on brand management of Nestle. Further, in the report will be explains about the
brand and brand equity and their role to achieve the level of standards of the company.
Therefore, report will have focus on identifying the strategies used by organisation for managing
equity of the brand within organisation portfolio.
TASK 1
“Brand is Power”
Introduction
Brand is the term which reflects company design, symbol or unique identify of product
or services. Brand is the important section of the company that affect the business growth. It
helps company to meet out the best selection process and make effective use of section and
growth. A brand can also be defined as an overall experience of a customer that distinguishes
an enterprise product from its competitors.
Brand equity is the another term that define the importance of brand value which assists
in creating value which can be analysed by analysing the perception of consumer about
company or brand (Kapferer, 2014). With having positive brand equity company can charge
more for a product with some great deals. Brand equity can also be defined as value premium
which an enterprise generates from a product with a recognizable name when compared to a
general equivalent.
Positive brand equity can help Nestle in adopting new line extensions that is profitable
for the firm in order to make more money. Good brand equity helps to motivate Nestle stock
price value that can help to enhance the quality of services.
Stages of building a flourishing brand
Phase 1: Determining target customer group
In the first step Nestle needs to set target customers which is the most required thing to
build effective brand image in the market. Further, company has to build well communicating
channel to connect with the audience through online campaign etc. besides that, organisation
1