Report on Brand Management of Samsung and Apple

Brand
Management

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1. Explaining the brand and brand equity, How branding is a marketing tool........................1
P2 How to manage and develop a brand over time and Challenges Company faces in
developing a brand image...........................................................................................................3
SECTION 2 .....................................................................................................................................5
P3 Explaining the brand portfolio strategy and brand hierarchy of two brands, and the model
of CBBE to maintain the brand equity management. ................................................................5
P4 Ways by which brands are reinforced and revitalised and collaboration and partnership
with each brand and company strategies. .................................................................................11
P5 Explaining the brand measurement strategies and brand audit tracking techniques of the
brands........................................................................................................................................12
CONCLUSION .............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Brand management is one of the most important functions for every organisation. It is the
analysis process for perceived the market and get maximum rate of return. For that company
needs to adopt several steps and new advanced techniques in order to fullfill the customer needs
and wants to enhance company’s brand value. Present report is based on brand management of
Samsung and Apple. Both the companies are leading companies in technology market. Which
provides varieties of smartphones and small devices to their potential customers. Moreover, it
will explain about the organization brand and what is the important marketing tools which
company applies. Further it will explain about the company brand equity and how a brand is
differs from a product. Moreover, it will explain about the company challenges which they face
during develop a strong brand image in the market. On the contrary it will focus on the company
portfolio management and organisation hierarchy so that they further enhance the company
image in across the world.
SECTION 1
P1. Explaining the brand and brand equity, How branding is a marketing tool.
A brand is a product, service or concept that is used to distinguish our product from other
products, so that it can be easily communicated and usually marketed.
It may be applied to the entire corporate identity as well as to individual product and service
names (Klingebiel and Rammer, 201). Brand provides unique design, sign, symbol, words, or a
combination of these, creating an image that differentiates the product it from its competitors. It
is protected, by an authorised agency usually by government agency from use by others by
securing a trademark, legal name or service mark. Over time, the image created, becomes
associated with a level of credibility, quality, and satisfaction in the consumer's mind.
Branding an important marketing tool
Well, Branding goes way beyond just a logo or graphic element. Most important
functions of Branding such as Promotes recognition, helps to set us apart from the competitors,
as in today’s global market, it is critical to stand apart from the crowd, brand provides motivation
and direction to company's staff by provides the clarity, also a strong brand website strategy like
backlinks generates referrals or viral traffic (Apostolopoulou, 2015). It represents company and
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its promise to the customer while providing the business value attached to it. At last, brand
builds loyalty among the customer base.
'Brand equity' describes the value of a well-known brand name, based on the belief that
the owner of a well-known brand name can generate more revenue simply from brand
recognition; as consumers believe that a product with a well-known name is of better quality,
than products with less well-known names. Positive brand equity has certain values:
Companies can charge high prices for a product, with a great deal of brand equity. Secondly, the
equity can be transferred to line extensions –that is products related to the brand including the
brand name – so a business can make more money from the current brand (Chouthoy and Kazi,
2016). Lastly, it helps boost a company’s stock price. Brand differs from a productBrand and
Product are two different terms, used in marketing. These two differ in the sense that the
company creates a product while a brand is built by the people using them i.e. customers.
Moreover, Products Can Be Copied and Replaced but Brands Are Unique (Du Preez and
Bendixen, 2015). Other important differences such as Product is your need but brand is
something more than that. An example is quoted for instance, it is your need to wear outfits and
footwear, but it is your want to wear outfits of Gucci and footwear of Nike (Du Preez and
Bendixen, 2015). The product may be tangible or intangible in nature. However, a brand is
intangible and it can only be experienced.
Key elements of a strong brand?
Following are the crucial elements in developing a brand:
Brand positioning; meaning products and services we offer, our core target markets and
future aspirations (Fisher and Vallaster, 2010). Brand voice: does your brand “speak?” What is
its personality? Is it buttoned down and serious, or more playful and fun? The answer to these
questions will depend the audience engaged into, so there should be a fit between targeted
audience and the voice we use to speak to them. Memorable logo: create a logo that matches,
compliments, and enhances your brand. It should be simple and instantly recognizable and
flexible enough to look great on a huge billboard or as a tiny social media icon.
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