The Brand Manager Report

THE BRAND MANAGER

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
LO 1 - Demonstrate an understanding of how a brand is built and managed over time.................2
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice..........................................................................................................................2
P2 Analyse the key components of a successful brand strategy for building and managing
brand equity.................................................................................................................................2
LO 2 - Analyse how brands are organised in portfolios and how brand hierarchies are built and
managed...........................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................6
LO 3 - Evaluate how brands are leveraged/extended over time domestically and internationally. 9
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level...................................................................................................................................9
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

LIST OF FIGURES
Figure 1: Factors of brand equity.....................................................................................................3
Figure 2: Products of Nike...............................................................................................................7
Figure 3: Products at Amazon.........................................................................................................7
Figure 4: Model of CBBE................................................................................................................8
Figure 5: Process of Brand Extension.............................................................................................9

LIST OF TABLES
Table 1: Description of elements.....................................................................................................4
Table 2: Advantages and disadvantages of brand extension.........................................................10