Unit 41 : Brand Management

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Unit 41: Brand Management
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Unit 41: Brand Management
Table of Contents
Introduction................................................................................................................ 4
Task 1: Establish an understanding of how a brand is constructed and accomplished
over time ................................................................................................................... 6
P1: Describe the significance of branding as a marketing device and why and how
it has developed in business practice......................................................................6
P2: Examine the key constituents of a positive brand strategy for building and
handling brand equity............................................................................................. 7
M1: Assess how brands are managed positively over time using the presentation
of appropriate theories, concepts, and models.......................................................8
M2: Apply suitable and authenticated examples within an organizational context. 9
D1: Provide an acute evaluation that is reinforced by justified proof demonstrating
a complete understanding of branding within an organizational context................9
Task 2: Analyze how brands are organized in portfolios; how brand hierarchies are
built and managed ................................................................................................... 10
P3: Analyze different strategies of portfolio management, brand hierarchy, and
brand equity management.................................................................................... 10
M3: Critically analyze portfolio management, brand hierarchies and brand equity
using appropriate theories, frameworks, and models...........................................11
Task 3 Evaluation of Leveraging/Extension of Brand Domestically and Internationally
by Time..................................................................................................................... 12
P4 Performance of Brand Management in Partnership and Collaboratively at
Global and Domestic Circumstances.....................................................................12
M4: Critical Evaluation of Diverse Techniques Usage in Leverage and Extended
Brands................................................................................................................... 13
There are competitive other companies which can be reflected as threats to ASDA.
A company such as Tesco has a strong brand image that can be competitive with
the company. So ASDA needs to aware of this certain threat and needs to enhance
its capabilities internally as well as in the external environment. There can be other
vulnerability issues just as if the new business starts performing vastly. The core
business of groceries may face a lack of attention (Christopher, 2016).Task 4
Evaluation of Techniques in Usage of Measurement and Management of Brand
Value........................................................................................................................ 14
P5 Evaluation of Diverse Techniques in Usage of Measurement and Management
of Brand Value....................................................................................................... 14
D1 Critical Evaluation in Support of Justified Evidences Demonstrating a
Comprehensive Understanding of Branding within an Organizational Context.....16
Conclusion................................................................................................................ 18
References................................................................................................................ 19
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Unit 41: Brand Management
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Unit 41: Brand Management
Introduction
The report is based on the brand management of a selected organization and it is an
informal business report. Brand management is known as the process of examine and
planning on how a specific brand is perceived in the market. Create and maintain good
relationship with target customers is very essential for brand management. It is also
known as the process of maintain, improve and uphold a specific brand in market so
that positive results could be achieved. Brand management is very essential for every
organization without this a company cannot sustain in market for long run. Brand
management is very important for every company as this help company to make its
offering different from other competitors exist in market. The organization selected here
is ASDA, which is an UK-based supermarket organization. Headquarter is located in
Leeds, West Yorkshire. The company was founded in the year 1949 with the associated
dairies companies of Yorkshire. Brand management is significant to uplift the sales
value and market share of an organization. Therefore, a detailed explanation of brand
management and its theories and models are applied in this report over ASDA. The
report is divided into four task and each of the tasks has its own functional values.
Brand management is an ongoing procedure that includes consistency and maintaining
around someone’s brand and delivering on the values the company holds dear for
forging a positive relationship with the customers. ASDA can have a strong customer
recognition system with the help of brand management. Besides that, brand
management will help ASDA to bring a competitive edge in the modern market. As a
result, the shared values and customer loyalty of the company will increase accordingly.
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Unit 41: Brand Management
Thus, brand management is significant for ASDA to increase credibility as well as ease
of purchase.
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Unit 41: Brand Management
Task 1: Establish an understanding of how a brand is constructed and
accomplished over time
P1: Describe the significance of branding as a marketing device and why and how
it has developed in business practice.
Branding is a marketing tool which helps the organizations to select their target markets
and customers and brings competitive advantages. Branding also helps in delivering a
clear message about the confirmation of the organization's credibility in the modern
marketplace (GRZESIAK, 2015). Moreover, it emotionally connects the target prospects
of the organization with their services and products. It also creates the magic bullet of
user loyalty and motivates the customers to make a purchase. In short, branding is a
problem solver for companies like ASDA. In many businesses, branding has helped the
entrepreneurs to develop a strategic marketing plan and understand the purpose of their
key objectives. It also enables the entrepreneurs to align a marketing plan with those
purposes and fulfil the predominant strategy. However, a strong brand makes the
company easy to introduce exclusive and new products and services in the targeted
market (Riley, 2016).
ASDA is focusing more on improve brand trust in order to develop positive sales
growth. Company focus on Everyday low prices by launching new products and by add
innovation in its brands and is doing efforts to make it easy for consumer to buy
company’s product. Further company is looking for new ways to support its
communities. Company has made some string commitments to reduce the plastic and
firm also invest more to offer good experience to its customers.
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