Managing a Successful Brand: Collaborative and Partnership Strategies

MANAGING A
SUCCESSFUL BRAND

Introduction
• Brand management can be understood as a specialized
function of marketing.
• It essentially uses varied techniques in order to increase the
perceived value in regards to a product range or brand.
• Effective brand management enables products prices to
increase in order to build loyal customers.

Evaluate how brands are managed collaboratively and in
partnership, both at a domestic and international level
• Brand management is an attribute of marketing which utilises
measures to maximise the perceived value of commodity line with
time.
• Impelling brand management enables cost of products to drive up and
creates loyal customers base by maintaining positive brand
associations as well as robust awareness of brand.
• In dynamic business environment, brand are partnered collaboratively
with help of brand investment at both domestic and international level.
• Brand leveraging is using the power of an current brand name to back
up a firm's entrance into new product category.

Continue
• For example management of Marks & Spencer utilises the brand name power to launch food and home
products in both domestic and transactional level.
• Both the commodities are correlated which results in causing consumers to purchase it.
• Moreover, with support of brand goodwill, managers of Marks & Spencer are able to maintain brand in
collaboration at both national and international market.
• Within brand extension, company utilises one of its established brand names for new item category.
• The company based in UK, make enormous endeavours to organise partnership with varied brands by
strategies of leveraging.