Sample Brand Management Assignment

Added on - 21 Feb 2021

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Brand Management
Table of ContentsINTRODUCTION...........................................................................................................................3TASK 1............................................................................................................................................4TASK 2............................................................................................................................................61. Analysis of the organisation's brand portfolio strategy...........................................................62. Illustration of the hierarchy management of brands within organisation portfolio................73. Analysis of the strategies used for managing the equity of the brands within theorganisational portfolio..............................................................................................................8TASK 3............................................................................................................................................91. Strengths of the brand that can be leveraged..........................................................................92. Weaknesses that may need attention and providence of possible suggestions.....................103. Collaborative and partnership agreements............................................................................11TASK 4..........................................................................................................................................11Providing an evaluation of various techniques used for managing and measuring:.................11CONCLUSION..............................................................................................................................14REFERENCES..............................................................................................................................15.......................................................................................................................................................16
INTRODUCTIONBrand management is the technique of marketing which has main aim about increment inthe perceived value of the product line of any brand over the period of time. The main aim of allthe organisation is to manage their brand properly which enables them to build loyal customerbase (Brand Management - Meaning and Important Concepts.2017). This will further resultsinto the creation of high goodwill of an organisation in market which enables them to sustain inmarket for longer period of time. One of the important way to build and manage brand is aboutmaking good relationship with target market. Relation with the target market build trust amongthe consumers that organisation is aware about their preferences and maximum efforts are takento accomplish the same. The main objective of this report is about building brand for attainmentof sustainable success in future.This report consists Four different tasks. For Task 1, new marketing brochure is going towrite up by the marketing manager of Optimum Impression Ltd with the headline 'Brand ispower'. The recent case study analysed in completion of this brochure is based upon Unilever.The aspects which are covered includes brand, brand equity, stages of building successful brandand role of marketing in building successful brand. For further completion of other Tasks 2,3 and4 organisation considered is P&G and its one of the brand named as Oral B. The points whichare covered in these tasks includes organisation brand portfolio strategy, strategies used tomanage the equity of brands, strengths of the brand that can be leverages, collaborative andpartnership agreements and usage of the techniques for measuring and managing brand value.TASK 1Brand is PowerIntroductionAbrandis called as a name, design, symbol mark, logo, word or sentence which are used bythe organisation for the purpose of distinguish their products from other brands or organisations.The main aim of the organisation is about creation of combination of one or more elementswhich are further utilized to create unique brand identity. It is must for all the organisation toprotect their brand name they will take trademark from government. Further, the brand name isused by the organisation for marketing and advertising purpose too. This will enables theorganisation to create their unique identity in between the consumers to grab their trust towards
their products to attain competitive advantage in market.Brand equityis phrase which is used in the marketing industry for the purpose of describingthe value of having well known brand name. All the organisations have the main focus aboutthe creation of brand equity as this will will help them to be memorable and easily recognisablewhich results in enhancing earning and profit (Ashworth and Kavaratzis, 2010).Building an effective brand is a process which contains different steps. The steps which areneeded to be followed in accordance withCBBE model for building successful brandaredefined below:Step 1: Brand Identity:This is the first step which is about creation of brand salience andawareness. The main aim of this step is that brand stands out and become recognisable byeveryone.Step 2: Brand Meaning:The main aim of this step is to communicate the actual meaning ofyour brand. The will help to build image and shows the performance.Step 3: Brand Response:This will includes about the responses of the customers towards thebrand. This will categorise into two categories judgement and feelings.Step 4: Brand Resonance:This will includes the deep bond of your customers with yourbrand.There is hugerole of marketing department in creating brand equity.This can beunderstood from the points which are defined below:1. Creating awareness:The main aim of the marketing department of the all organisation is toadvertise the product line and name of the organisation in such a way that is easily recognisableby all in target market. This will further help to add the value in the brand name which results inbuilding its equity in market.2. Engaging Customers:Important task which includes identification of the preferences andtaste of customers and made changes in their product lines. This will help to create bond andtrust which further aid in improving brand equity.Main BodyUnilever is multinational organisation and having their operations world wide. Thebrandequityof Unilever and its product is high. The different product lines operating under thisbrand name is easily recognisable by the consumers. The approach which is used by Unilever tobuild brand equity includes providence of quality products and never compromise with their
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