An Analysis of Brands and Brand Management

The assignment content is about the concept of brands and brand management, specifically discussing the Keller's brand equity model. The report analyzes the strengths and weaknesses of LaTrobe University, a public research university in Victoria, Australia, and explores its branding strategy. The four steps to build a strong brand are identified: identification, relationship, response, and meaning. The importance of building a good relation with the community and maintaining a positive reputation is highlighted. The report also touches on the concept of brand extension and how it can be used to further improve the quality and expansion of the university.

Running head: BRANDS AND BRAND MANAGEMENT
Brand and Brand management
Name of the Student:
Name of the University:
Author note:

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Executive Summary
In this report, the aspects of the brands will be discussed along with the Keller’s brand equity
model. The four steps of the Keller’s equity brand includes the identification, relationship,
meaning and responses that are related with the brand and its complete analysis will be evaluated
in this report. The strengths and weakness have also been discussed in an addition to it in this
report.

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Table of Contents
Analyzing the aspects of the brand..................................................................................................4
Summarizing analysis......................................................................................................................5
References........................................................................................................................................6

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Analyzing the aspects of the brand
The LaTrobe University is considered as the public research university that is in Victoria,
Australia and was established in 1967 after Joseph La Trobe, the first Lieutenant –Governor of
Victoria. The different aspects of the University is to serve the community that has the sole
purpose for the social, economic and the cultural benefit to the Victorians in the international and
the cultural identity (Lee, O’Cass and Sok 2017). The vision of the University is to broaden its
participation in the higher education of the various communities that lies in the north of the
Melbourne and in Victoria. It cannot be denied that this University is globally recognized for its
excellence that might be of some benefit to the community and the students. The La Trobe is
considered as a place that has social inclusion and has global excellence that will be beneficial to
the community as well as the students.
The current strengths and the weakness of the LaTrobe University is based on the various
aspects that includes the industry recognition, rankings related to the search engines and has an
innovative design. It can be seen that the community engagement along with the student teacher
relationship is quite strong. The financials of this company is the research income that is 70,004
that is far higher than the other Universities in Australia (Gil,Dwivedi and Johnson2017). The
operating revenue as per the La Trobe University, 2017 is 715,823, which is considerably higher
than the other Universities (Dinnie 2015). This University follows an innovative design structure
that is quite unique than the other Universities. Innovative courses like the design and the
technology is one of those subjects that needs to be investigated by various challenges and real
life tasks that needs to be designed by using the processes of the technology. The campus can be
chosen along with the mode of the study. There is a need to implement the skills of the design,

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the process of the design along with understanding of a good design with the use of the software
that has developed understandings of it (Pappu and Quester 2017). The weakness is that in the
world ranking of the University is quite below than expected other universities. The engagement
in the Facebook is quite less and the followers are quiet less the other Australian Universities.
The brand leveraging strategy is applied to use the potential power of the brand that
already exists and there is a need for the support of the company that has made a new entry
(Gottschall and Saltmarsh 2017). In this specific case the La trobe University of Australia is
regarded as the one that has used its brand name as a strength.
The RMIT University of Melbourne is a global IT firm and is regarded as one of the best
University that has a revenue of about $1162 billion as per the data of 2015 (Gottschalland
Saltmarsh 2017). The solutions have been created that helps in the future transformation of the
various beneficial programs about their environment and the people. The primary purpose of
this research is to answer the questions that are related to what the brand consists of, its
effectiveness and how it has done (Scheggand Stangl2017). The brand extension is all about the
potentiality that the La trobe University has in order to further its quality and expansion in the
mere future. People have the concept of linking this University with science when the name first
comes to one’s mind.
Summarizing analysis
The Keller brand equity model is based on the concept that shapes the thoughts of the
customers as well as to make the customers feel the same about the products. There is a dire need
to build the right type of an experience around that particular brand (Rosenbaum-Elliott, Percy
and Pervan 2015). The four steps that need to be succeeded in order to become a brand is the

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identification, relationship, response and meaning. In identification to the competitive
environment, it can be said that the University is a provision for higher education that has
evolved into a huge organizational development that spreads the capacity to educate a large
number of pupils. The only response that the company needs to maintain is to excel in the
reputation that may be at a higher cost than the quality of the education (Scheggand Stangl
2017). There is a need to build a good relation and for this the public relations play a vital role in
the branding of the University. The publicity and the activity of the press is related to building
and protecting the cultures that are built externally within the community. The people are
integral part of the University community and they often have the desire to be a part of an
University that has a good brand name (Rosenbaum-Elliott, Percy and Pervan 2015). Some of the
sample references that has been stated has gained from the studies is considered to be a big
challenge in getting the different staffs behind the brand name of the La trobe University and is
generally in the form of the marketing communication. There are some basic differences with the
La trobe University and the Melbourne University and they both have eventually become the
number one University brand in Australia. The care needs to be exercised that will have a co
relation between the successful university and the amount of the marketing that is spent. There is
a need to interpret the concept of the experience of the brand and its culture that has not much
selling power in their services. The person may be a student, who is a part of the University
(Pappu and Quester 2017). The students and the staffs must comply with the guidelines of the
brand that needs to make a consistent communication, standard visual identity and the general
authorization in the use of the brand marks.

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References
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Gil, L.A., Gil, L.A., Dwivedi, A., Dwivedi, A., Johnson, L.W. and Johnson, L.W., 2017. Effect
of popularity and peer pressure on attitudes toward luxury among teens. Young Consumers,
18(1), pp.84-93.
Gottschall, K. and Saltmarsh, S., 2017. ‘You're not just learning it, you're living it!’Constructing
the ‘good life’in Australian university online promotional videos. Discourse: Studies in the
Cultural Politics of Education, 38(5), pp.768-781.
Lee, W.J., Lee, W.J., O’Cass, A., O’Cass, A., Sok, P. and Sok, P., 2017. Unpacking brand
management superiority: Examining the interplay of brand management capability, brand
orientation and formalisation. European Journal of Marketing, 51(1), pp.177-199.
Pappu, R. and Quester, P., 2017. A commentary on “conceptualising and measuring Consumer-
Based Brand–Retailer–Channel Equity”. Journal of Retailing and Consumer Services.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
Schegg, R. and Stangl, B., 2017. Information and Communication Technologies in Tourism
2017.