Brand Management and Equity Analysis

The provided document is a comprehensive analysis of brand management and equity, featuring research papers on the topic. It includes a BCG Matrix illustration, a Samsung brand hierarchy diagram, and references to various publications such as Journal of Marketing Research, Journal of Business Research, and International Journal of Tourism Research. The study also explores customer-based brand equity models and the role of marketing in today's enterprises.

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
INTRODUCTION..................................................................................................................2
MANI BODY.........................................................................................................................3
CONCLUSION......................................................................................................................4
TASK 2............................................................................................................................................5
1. Samsung brand portfolio strategy.......................................................................................5
2. Hierarchy management of brands.......................................................................................6
3. Strategies for managing equity of brands...........................................................................7
TASK 3............................................................................................................................................8
1. Strengths of brand ..............................................................................................................8
2. Brand weaknesses ..............................................................................................................8
3. Partnership and collaborative agreements..........................................................................9
TASK 4..........................................................................................................................................10
Techniques for measuring and managing.............................................................................10
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Developing good connection with target consumer is very important for managing brand.
Brand management is very important for company that will raise their position and increase
profit margin more than the others (Cohen, 2014). It is an activity and process of marketing that
use by organization to gain competitive advantages. Marketing is the best techniques use by
many companies to make business more successful and increase perceived value of goods and
services.
The present report is based on Samsung company that comprise many affiliated business.
It is South Korean multinational organization which is located in town, Seoul. It also analyses
strategy for strengthen brand equity and brand extension. Furthermore, this study defines
company's brand portfolio strategy and identify different levels. The present study will justify
strategies that use for managing equity of brands in company's portfolio. It explains brand
strengths that be leveraged and weakness that want focus for improvement. Report also clarifies
techniques that use for managing and measuring brand values etc.
TASK 1
INTRODUCTION
Overview of Brand
Brand is an all over consumer’s experience that severalize with a company or goods from
its competitors in the eyes of clients. Brands marketing and advertising is very important for
business and organization that help to attract people more over than other organizations. It
reflects unique design, symbol and sign of firm products which create an image in market.
Branding is the most important process that builds strong relationship and trust between
customer and company. Brand identifies the single most essential activity that increase sales
and help to grow business. It identifies mark, symbols, name, logo and sentence that use by
organization's to distinguish their goods from other companies.
Brand equity
Brand equity is a commercial value that help to drivers consumers perception of the brand
name of specific products and service. (Paul, 2018). Brand equity grows and develops as result
of clients experience with products of company. It helps companies to boost up their stock
prices so that market value of firm will be raised. Stages for building a successful brand-
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 Determine target market: Organizations need to build their Brand images in market,
for that they need to find and set targeted audience. Thus, to identify target people
companies understand their preferences which help to offer them best services.
 Define brand mission: Firms need to define their values which help them to build
successful brand. They set mission and vision statement which basically show the
purpose of organization existence.
 Search competition: Organizations need to analyze its competition and search out their
offers which they give to its consumers. Thus, after that firm create their own strategies
which is better than the others.
 Make value propositions: Companies has to focus on the process of manufacturing
products which make their brand valuable and unique. They need to identify their value
propositions that sets their business apart from its competitors.
 Find out brand guidelines: Guideline of brand reflect organizations brand's atonality
and fixed specific rules which define business who to interact with the consumer's.
 Market organization Brand: Preparing a definite marketing plans and strategy will
help to build successful brand image in marketplace. This will display brand in many
possible places with the support of new channels and web sites.


Role of marketing department
Organization's marketing department plays important role in creating brand and brand
equity that make their business more successful and powerful than the others. Marketing is one
of the best technique that build company image in market and develop their good reputation.
This department makes effective plans and strategies for promoting services and products
(Wirtz, Tuzovic and Kuppelwieser, 2014). The most important part of marketing function is to
reach out to customer's, prospects, investors and community while making brand image that
present organization functions in positive way. Marketing department advertise and promote
services and goods of business that drives their sales of products. This technique should be in
the sense of negative or positive in way that directly impact on profit margin. They need to give
all the accurate information about goods to people that build their trust and attract more people's
towards them. The entire process of promoting and advertising create brand equity which
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develop organization’s reputation in marketplace.
MANI BODY
Strategy for strengthen brand equity: Brand equity is term of marketing that explain brand
value and perception. Keller's brand equity model helps Samsung to strengthen their brand
equity and improve their marque image as well. This theory takes the shape of pyramid that has
four levels. They need to build brand identity in marketplace by offering quality goods and
affordable price products which attract people more towards them (Liu, Liu and Lin, 2015).
Firm concentrates on the quality of goods more than creating brand because it is very useful to
garb the attention of consumer's. Thus, after identity the next step is meaning for brand that
begin to build trust and loyalty with costumer's. Response of customer are valuable and helpful
for Samsung to strengthen the entire process of brand. All these efforts make good relationship
between company and consumer's and build trust among them.
Illustration 1: Keller’s Brand Equity Model
Source: (Keller’s Brand Equity Model, 2018)
Keller's Brand Equity model for strengthen brand-
Brand Identity: In the first step organization need to create an identity for their brand which
helps costumers recognize and understand brand clearly. This process is based on recognition
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of organization name and logo that truly help to understanding what their brands stands for
and how it satisfied their consumer's demands.
Brand meaning: The this stage of this model identify the aim and purpose of brand and
the place where they stand for. This will support to firm communicate with target audience that
strengthen brand equity.
Brand response: In current market brand is being judged by consumers and others
parameters of credibility, superiority and quality. Thus, to identity people needs organization
resolve their issues and complete their demands which improve the conflict areas and
strengthen brand.
Brand resonance: In the top stage of Keller's brand equity model is the most difficult thing
to achieve. Thus, after passing all the stages consumers deeply connect with brand and
regularly buy their products which increase business profit. Therefore, this is the biggest
responsibility for organization to make goods that attract customers and engaged them for long
time.
Strategy for Brand extension: Brand extension is a marketing strategy in which Samsung
promote products with well develop image by uses the same brand logo and name for different
goods' category. Introducing new product in marketplace such as water purifier is one of the
best strategy for brand extensions (Hsu, Fournier and Srinivasan, 2016). This process drives
their business in new way which generate more profit. Apple also apply brand extensions
strategy which increase their profitability and productivity more over than other organizations.
Reinforcing strategy: Reinforcing is the strategy to make business stronger and powerful than
the others. Reward and incentives is the best strategy that use by the organization for
reinforcing their team in effective way. This process make Samsung reputation higher and
better than its competitors. They launched new products in marketplace against to their rivals
which they need more resources and research about people preference (Ely, 2017). Thus, for
that they need a strong team that helps to beat the market competitors.
Strategy for Revitalizing brand or overcome with the crisis: Brand Revitalizing is also a
marketing strategy adopted by Samsung when their products reach at maturity level of goods
life cycle and profits fallen down. Thus, at this situation they make low price strategy that helps
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firm to get overcome with the crisis and make their business reputation again in marketplace.
CONCLUSION
Branding is the most important tool of marketing that help to build organization image in
marketplace. The entire procedure makes business more successful than the other companies
and attract people toward their services and products. It is very essential because not only what
make unforgettable impression on customer's, but it permits consumer's to understand their
expect from company. Clients service, merchandise, logo and reputation are the areas that used
to develop brand. Branding is beneficial for industry and people who buy their goods and
services, it develops loyalty and trust among them. It is very critical to organization business
because their overall process impact on company financial budgets and productivity. This
process will change the entire precept of people toward brand and drive business in new way
which increase brand awareness.
Company products and facilities are recognizes by branding which is most important to
business. Marketing department use many techniques include tools that help them to raise
position of industry and make it stronger and successful that its rivals. It helps to create
different and unique organization image and increase present distributor's trust and loyalty.
Furthermore, branding maximize profitability and productivity that raise the profit margin and
help industry's for achieving their objectives and set goals. It generates revenue and market
share more and more and also decrease worker's turnover. Brand tells customer's about business
product which they deliver to them. It develops clients experience that reflect their satisfaction
levels about the facilities of company. Each and every organization need to develop their
business in marketplace by using different marketing tools that make their brand image and
reputation. Good branding is easy to recognize for people that they feel more at time of
purchasing goods and services.
TASK 2
1. Samsung brand portfolio strategy
Samsung is well known brand that offers good service and products to its customer's
which make them happy and satisfied. Firm uses many strategies for increasing profit and
developing its brand image. It adopts brand portfolio strategy for reducing risk and raising its
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sales. Organization has many brands that reflect its connection, clarity, leverage and relevance in
synchronize way. This makes its image more popular which attract people toward them (Elliott
and et.al., 2015). This is the mixture of risks and opportunities that directly impact on business
profitability and productivity. Many companies do not use brand portfolio strategy that make
their business lower than the others, but Samsung use this technique to keep producing more and
more brands with new strategies that consider to additions which affects overall brand portfolio.
Firm applies this strategy for managing business functions and raising demand which
make them stronger. It offers products at affordable prices and provide good quality items that
satisfy clients. Under this strategy company makes changes in its operational process according
to people needs and market trends that make the Samsung more popular and raise reputation
level at higher point (Som and Blanckaert, 2015). It makes long term policies and implement in
business structure that helps to retain consumers for longer time.
BCG matrix-
BCG matrix is the best model that evaluate the strategic place of business brand portfolio
and it ability. This planning model is designed to support Samsung in longer strategic planning
which helps their business to take decision where they need to invest and discontinue its services
and products.
STAR
Samsung make their products in market to increase large market growth and share that make
them stronger in business world. They manufacture new mobile phones by adding some different
features that attract target consumers like Samsung Galaxy S and Note 8 make the strong brand
value.
QUESTION MARK
Samsung galaxy 7 is not able to gained positive image due to battery overheated. Thus, for that it
generate low profit but high demand because of the brand.
DOG
Some of their products have low cash flow and less generate profit which mean that
market share and growth is lower. Samsung TV and watch is not as much as popular and able to
garb the attention from consumer's.
CASH COW
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Samsung home appliances gain the market share and market growth that make business
brand reputation. But some times' organization do not reflect any creativity in these products that
result in low market share which is in cash cow level.
2. Hierarchy management of brands
Brand Hierarchy management means of summarizing different brand strategy that display
the number and nature of ordinary and distinctive brand elements (Moretta, Tartaglione and
et.al., 2019). In Samsung business portfolio there are many goods which company offers to
consumer for increasing profit. Firm uses various techniques and strategy to make them more
popular than the others. It introduces products in market such as Samsung mobile, Samsung TV,
Samsung gadgets etc. Thus, for that firm use different strategy and make plans according to
goods, they determine people needs and demands for that. Thus, after that procedure they set
target market and price of particular goods which attract clients towards them.
They make various effective promotion and advertising strategy according to products
that helps them to make business more successful. To promote gadgets organization set their cost
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Illustration 2: BCG Matrix
(Source: BCG Matrix, 2018)

at higher to lower level and lower to higher level for people who purchase it at their affordable
price. Their marketing department make some different promotional strategies that introduce
their products at marketplace. Good and effective planning directly impact on business growth
and success that build their reputation in business world. According to the Samsung portfolio
their marketing manager implement new ways which develop more profitability and
productivity.
Brand hierarchy is very useful way of graphically portraying organization branding
strategy. It is based on realization that goods is branded in various ways depending on many new
and existent brand elements which are use and combined for anyone goods. Each and every
products need different market strategy, plans and resources that make them better than the
others. In this portfolio many products where includes that reflect their position in marketplace.
3. Strategies for managing equity of brands
In brand portfolio include many products that organization offer to people and make them
happy and satisfied (Som and Blanckaert, 2015.). Thus, to manage all these brand equity
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Illustration 3: Samsung Brand Hierarchy
[Source: Som and Blanckaert, 2015]

Samsung use different strategies which make their business more successful. Strategies for
managing equity of the brands are:
 Maintain quality: Samsung is well known company that makes good quality products
and deliver services on time which make its reputation and raise it higher than the others.
Organization offers huge range of products to consumers that they need to maintain by
focusing on their qualities. Without focus on quality firm cannot attract people and may
fail to increase profit. Companies have to provide good quality things within affordable
prices that help in retaining its customer's for long term period.
 Loyal to the core: Build consumer's loyalty is the best way that enhances organization
brand equity. 3C's is the best brand portfolio strategy that helps Samsung to loyal to the
core. Firm identify customers needs and demands which is very helpful during making
products and service. Through making new plan and strategies they beat their competitors
in market that make their reputation in business world.
 Maintain Consistency: Brand equity is intangible and essential to work on possible
ways. The entire procedure showing consumer's that firm is dedicated and serious to
supplying exactly according to their needs and demands. Samsung should be use all
communication channels and give appropriate wording regarding to the consistency in
everything and balance brand equity by offering good and valuable products within
affordable prices. Brand consistency is the best way that attempt by the organization to
communicate their message in way which they do not detract or wonder away form core
brand strategy, foundations and values. Managing consistency is very important for
business growth and reputation.
TASK 3
1. Strengths of brand
Samsung make different range of products such as latest smart phones, gadgets and home
appliances etc. to develop business more. Note 8 is one of the best brand that includes many
features that make consumer's more comfortable with them. Its features attract consumer's
toward purchase, Note 8 have a large screen that is one of their biggest strength. it has another
quality which is their dual camera with live focus that capture each and everything clearly.
Organization focuses on their service quality which make them better than the others products.
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Their 6.3 inch display and S Pen tools make it unique and different from other phones. Note 8 is
the world's first dual camera phone with optical image stabilization.
S Pen and Dex is the best feature that Samsung use to leveraged and take advantages for
particular things. Note 8 tools make it unique that is attract people more over than the others.
S pen style is one of the key of brand which has many devices on the market. It is very friendly
and helps consumer's to write memos on phone lock screen, that is very useful for faster
reminders or making shopping list. Dex program allows many apps to go on full screen when
Note is attached to the dock.
2. Brand weaknesses
Samsung is the largest organization that manage their brands within business. Samsung
note 8 comes with 3000 mAh battery which is not enough for smart phone. Strong battery is the
most important feature that needs to be powerful and support while playing games and other
things. Their finger print reader position is pretty weird which make barrier during using the
phones. They have pre installed apps which is not useful and waste of space that most of the
customer simply does not use. They need to raise the capturing power of Note 8 dual camera that
click the clear picture when hand is shaky.
Suggestion for improvement-
Samsung should pay attention on improving quality of brand in order to make it more
successful than the other organizations. Organization need to make more powerful batter backup
that give consumer's long term happiness and satisfaction. It should avoid installing bloatware
and pre installed apps which may grab the most space of phone. Through this procedure, firm
can enhance spacing in Note 8 that would be useful for clients. Company need to make note 8
body structures more light that easy to carry at any place.
3. Partnership and collaborative agreements
Collaborative agreement is a legal arrangement between two or more organizations which
actively participate in joint operating function and activity that exposed to significant rewards
and risks that based on the activities of commercial growth and success. Samsung collaborates
with Supreme that is located in China, it is one the most famous clothing brand that make clothes
according to current trends. Organization does this activity for increasing profit and expands its
business across the world which makes them more popular than other companies (Bingham,
O’leary and Carlson, 2014). It is the type of joint venture for pharmaceutical and biotechnology
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of company. They both are agreed to share development and improvement expenses to introduce
new products and services. This agreement is based on legal policies and rule of government that
raise their standard level. Both give their equal efforts for making businesses more successful
that raise their position at higher in marketplace.
Partnership agreement is a important document that every organization use in the process
of making partnership with the other firms. This business agreement is held with the two parties
or individual owner of company on the bases of sharing their profits and losses in business.
Collaboration is the part of growth and partnership is like an agreement that connect two
organization with each other (Bustinza and et.al., 2017). This agreement gives an opportunity to
Samsung that they use for expand their business function and activity. According to this deal
they are not only responsible for all the losses their partner also give their contribution and
support to overcome within the financial crisis. Samsung make partnership with Airtel company
on the bases of partnership agreements that shows their connections. This documents include
some legal points that has been followed on based of term and conditions.
TASK 4
Techniques for measuring and managing
Brand value:
The valuable brand holds more power to attract customers as well as investors towards
the organisation. Thus, Samsung pays attention towards sustaining its higher brand value. The
logo, brand name, marketing strategy and assets of the organisation can influence the purchasing
choice of the customers. For measuring it organisation can compare its brand value with other
strong competitors so that accurate evaluation can be done (Heding, Knudtzen and Bjerre, 2015).
Another approach which can be used by Samsung for measuring its brand value is the analysis of
cost or profit which is achieved from brand name. The organisation can manage it by providing
quality and innovative services as well as by using effective promotional strategies. Apple also
use many techniques for managing their brand positions and measuring their values in market.
Brand awareness:
In order to sustain the position in the market and to retain consumers it is vital that brand
name of Samsung is well known to everyone so that people can easily trust the organisation.
Thus, it is required for company to regularly involve in promotional activities so that brand
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awareness can be managed. To measure this aspect Samsung can use social networking sites or
can conduct surveys in remote areas to evaluate the exact level of awareness among its target
Apple also use this method that is very beneficial for their business growth and success.
Market share:
The market share can be defined as the sales percentage of total revenues. The higher
market share of Samsung will indicate the success of organisation than other similar companies.
In order to sustain the higher value of market share organisation must use innovation in its
products and try to build strong relation with customers and other stakeholders so that sales can
be rapidly increased (Burmann and et.al., 2017). For measuring the market share Samsung can
compare is sales analysis with other service providing companies and industries. This is one of
the best technique that increase profitability and productivity. It is calculated by taking the
organizations sales over period and then divide share by total sales of industry over within the
same time period. Apple also do the same process for identify their shares and sales percentage.
Consumer attitude
It is one of the effective technique or assessment conducted by a specific brand or
company to evaluate its success level. Measurement of customer attitude can be easily analysed
by consumers' psychology regarding the services or products provided by brand. This assessment
is highly depended upon perception, behaviour and personality of buyers.
For instance, Samsung can measure its consumer attitude by making direct
communication with them and evaluating their feedback for reducing loopholes in its products.
It can also undergo for various surveys that include the questions regarding customers' favourite
services or products that may give them idea about which product has high demands in market.
The brand may opt for various theoretical customers' assessment model such as graphical
rating scales at their centres, customer satisfaction survey and open feedback program to evaluate
different perception regarding its different variety of products.
Apple organization also need to understand their consumers attitudes and values that help
them at the time of delivering goods and services.
Purchasing intent
Purchasing intent delivers the information to brand regarding customers' real intention of
buying products. This assessment of customers is based on the suitability, usability and
functionality of products or services. Brands may receive utmost strategic information about
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impact of its products on customers. The companies through this study get to know whether the
customers prefer products for its real reasons or they have their own reasons to like it or prefer it.
For example: Samsung may design various strategic questionnaire to receive the level of
satisfaction its products are delivering to customers. SERVQUAL model is best and appropriate
for measuring purchasing intent. The data received by the brand through this assessment must be
factual. Apple also apply this technique or strategy to get information about their clients
satisfaction levels and experiences about purchasing goods.
CONCLUSION
In this report has been concluded that brand management is very important for
organization to run business effectively. The present report justifies products importance and
quality that firm need to manage for making business successful. Organization uses many
strategies for strengthen their brand and make it popular than the other. These strategies help to
improve products and service deliver quality that attract consumers towards them. Furthermore,
this study clarify the importance of branding which is one of the best marketing tool that helps
firm to increase profitability and productivity. Company applies brand portfolio strategy for
increasing profit and develop brand image. By using this method they raise their reputation in
marketplace better than its competitors. They follow hierarchy management that supports
company to manage their products and service. Maintain quality is one of their best plan that
support business in strengthen the brand. In this report expalins some suggestion such as making
affordable pricing strategy that improve the weakness of brands. Moreover, justify method that
helps to manage and measure the brand equity which is very helpful for Samsung.
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