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
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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Thus, brand management is significant for ASDA to increase credibility as well as ease
of purchase.
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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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P2: Examine the key constituents of a positive brand strategy for building and
handling brand equity.
The key constituents of a positive brand strategy for building and handling brand equity
are described below:
Brand Loyalty: It defines the level of customer attachment to a particular brand when a
company is facing a competitive heat in terms of repetitive purchase, quality, and price.
Therefore, price reduction in products can bring new customers.
Brand Awareness: The objective of brand awareness is to establish awareness among
the customers about the details of the brand. It creates a signalling commitment which
makes a company's brand worthy from the customer's perspective (Leijerholt, Chapleo
and O’Sullivan, 2018).
Perceived quality of Brand: It contributes to sustainable brand equity and building trust
among the customers. The customers find a reason to buy the brand.
Brand Association: A brand association can be formed on customers contact with the
company and its workers, advertisement, words of mouth publicity and the quality of the
product. A positive brand association can be formed if the product which the brand
portrays is desirable, durable and marketable.
Proprietary Assets: These characteristics add to the competitive advantage of a
company's brand and the protection of the brand from competition over time. It includes
intellectual properties, established relationships, trademarks, and patents (CAKMAK,
2016).
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M1: Assess how brands are managed positively over time using the presentation
of appropriate theories, concepts, and models.
Application of Keller's Brand Equity Model
This model has four levels which are described below:
Identity: At first, the brand needs to be figured out and the company should provide the
customers about the details of the brand. People need to be aware of the brand (Ali,
2018). The customers want to see the identity of a brand that whether the brand is
premium or luxury.
Meaning: With a universal identity sorted in place, the following step is to carve out a
meaning for an organization’s brand that will initiate to develop loyalty within the
customers. Brand meaning is profitable to go beyond products quality the company
offer.
Response: After the purchase of a brand from the customer’s side, the customer will
give a feedback about the quality of the products and services (Yousaf, Amin and
Gupta, 2017). Here, the responsibility of the company is to keep up the reputation of the
brand image.
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Relationships: It lies at the top of this brand pyramid and it is concerned with the
concept of quality of products and services.
M2: Apply suitable and authenticated examples within an organizational context.
Suppose ASDA has launched their new clothes and in order to spread brand
awareness, the company needs to follow Keller's Brand Equity Model. At first, the
organization needs to target their customers and accordingly they need to make a brand
identity among the customers or else the customers will not know about the details of
the clothing brand (Foroudi, 2017). The company needs to manufacture the products
with high-quality cotton, fibres or silk to bring a trust in customers that their products will
be worthy of purchasing. ASDA needs to make a brand statement. For example, Nike
has a brand statement like ‘Just Do It’. It will be a signature line by which the targeted
audience will easily recognize. Another example of a brand statement is Apple's ‘Think
Different'. The organization must outline the key qualities which will be beneficial for the
survival of the brand.
D1: Provide an acute evaluation that is reinforced by justified proof
demonstrating a complete understanding of branding within an
organizational context.
The role of marketing in building brand positioning and brand equity: In modern
marketing system, the marketers or ASDA needs to make a flexible communication with
the customers by means of internet. Today, customers are more interested to buy
products online. Digitally, the marketers need to develop brand logos and images along
with the list of product categories so that customers find easy to navigate and purchase
the products. The marketers of ASDA needs to fathom the current state of their brand
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awareness as well as the brand image within the minds of the customer. After that, they
need to ask the feedback questions.
Task 2: Analyze how brands are organized in portfolios; how brand hierarchies
are built and managed
P3: Analyze different strategies of portfolio management, brand hierarchy, and
brand equity management.
Portfolio management is defined as the science and the art of making decisions
in respect of investment mix and policy. In addition to this it is the process of matching
investment to objectives and to asset allocation for individuals and institutions as well as
to balance risk against management.
Strategies of portfolio management:
 Active portfolio management strategy: This strategy specifies about making
precise investment in order to outperform an investment benchmark index. The
portfolio manger of ASDA follows the active management strategy so as to
exploit market inefficiencies.
 Passive portfolio management strategy: it refer to the financial investment where
the investor make the investment taking into consideration fixed strategy which
does not involve any forecasting. This strategy focuses on minimizing the
investment fees as well as to avoid unpleasant result of failing.
Investment in brand and business: It is very much essential for ASDA company to
make investment in business and its brand so as to create awareness and to attract
large number of customers.
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Brand hierarchy: It is the means of summarizing the brand strategy by displaying the
nature of distinctive brand elements. In addition to this it is defined as the process of
displaying the numbers of brand across the firm product revealing the explicit ordering
of brand elements.
Strategies of brand hierarchy:
 Umbrella brand strategy: This strategy is one of the marketing practice used by
ASDA company it basically involves using of single brand name in order to sale
two or more related products.
 Endorsed brand strategy: It is the strategy used by ASDA company consisting
of the creation of sub brands taking into consideration their own identity for
specific business unit under parent brand which add value and credibility.
Brand equity: It is the marketing term which is used to describe the brand value and
that value is determined by consumer perception of and exp[experiences with the
brand.
CBBE model: It is also known as keller brand model, as this specify the order to build a
strong brand by shaping customer view point and feeling about products. It states to
buid right type of experience about the brand so that customer have positive thoughts
feelings, opinions and perception about the products and services.
Application of CBBE model:
 Brand identity: In the first step manger of ASDA company should create brand
salience or awareness so that brand stand out and customer can easily
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recognize it. In order to create awareness the very first think to kown is all bout
who the customer are so that according can create awareness about products.
 Brand meaning: This is the second step where the manger of ASDA company
identify and communicate about what the brand means and for what it stand for.
It application is that the experience which the customer have with their brand
comes in the form of direct result of product performance. So product must meet
the expectation of customers.
 Brand response: In the third stage manger of the ASDA company recognize the
response of customers which fall into two categories judgment and feelings. Its
application specify that manger should identify what can they to improve quality
pf product. How can they enhace brand credibility, how well marketing strategy
communicate your brand relevancy and how to compare product brand with its
competitors.
 Brand resonance: It is the most difficult step to reach as it is achieved when
the customer feel deep and psychological bond with brand. Its application states
that goal of ASDA company is the last stage of the pyramid and it refers to
strengthen each resonance category like what the company can do to encourage
behavioral loyalty which is one of the category of break resonance.
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M3: Critically analyze portfolio management, brand hierarchies and brand equity
using appropriate theories, frameworks, and models.
Markowitz Portfolio Theory
This theory was developed by Harry Markowitz and it includes ROI or Return on
Investment. The theory also consists of the level of risks for a specific return. He
developed this theory on the basis of investment behaviour of an individual. The theory
states that an investor will select the investment the lowest quantity of risk provided that
the individual will get the same level of predictable return. Besides that, the investors
who will apply this theory measures risk regarding standard deviation and investment’s
variance. For each of the investment, the investor can enumerate the predictable return
as well as the probability of those returns over a specified time interval (Pfiffelmann,
Roger and Bourachnikova, 2016).
Maslow Hierarchy Theory
The theory was proposed by Abraham Maslow which extends the concept to
incorporate his observations of humans’ innate inquisitiveness. There are many theories
which were written at the same time. All of those describe the development of human
psychology. The different stages of growing the psychology are mainly described in the
theories. The terms like ‘physiological', 'esteem', 'safety', ‘belonging and love' and ‘self-
actualization' are used by Maslow. These terms mainly describe the pattern of
movement of human motivation. This clearly states that in the case of motivation every
single level must have occurred in order to reach the topmost and final level. Moreover,
this theory says about the drive and motivation and the relation among them while
discussing human behaviour. In this whole scenario, Maslow mainly focuses to reach
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the ultimate level of the hierarchy that is the Self-actualization. So these are the few
facts those are described in the theory.
Task 3 Evaluation of Leveraging/Extension of Brand Domestically and
Internationally by Time
P4 Performance of Brand Management in Partnership and Collaboratively at
Global and Domestic Circumstances
In the case of the performance of the brand, here ASDA, there are certain agreements
to be noted. By evaluating specific agreements, brand management in a diverse
situation can be explained. ASDA has made a partnership with Azadea Group in
Lebanon, which reflects the global appearance of the company. Along with that, in the
UK it has been performing with Remploy that shows the domestic appearances of the
company. Now the agreements will conclude that how ASDA holds its performance by
attempting in diverse ways (Oh, 2015).
Services linked to brand along with development in marketing: In case of collaboration
with customers, this agreement will be followed. The agreement reflects the link with the
customers by linking with provision, creation, placing and planning the brand
management. The brand management of ASDA may be influenced after attempting this
kind of collaboration and partnership with the customers.
Materials approved by the clients: The agreement also used to make a deal among the
customers and ASDA regarding the quality of the material. Therefore the approvals of
customers are thoroughly needed during the time of this agreement (Ayers, and
Odegaard, 2017).
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Source:Ansoff matrix 2018
Ansoff matrix: It is the essential strategic marketing panning which is applied by ASDA
company so as to look at the opportunities to grow revenue for business by developing
new products and services or bey tapping into new market segment. This matrix
specifies four strategy which are mentioned below:
 Market penetration: This strategy specifies that manager of ASDA should ensure
to sell more of existing products or services to existing customers.
 Market development: This strategy specifies about how to enter into new market
when the ASDA plan to enter new market segment area.
 Product and development: It specifies about how to develop existing products
and services.
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Illustration 1: Ansoff matrix

Unit 41: Brand Management
 Diversification: This is is the most important strategy which the ASDA company
should take into consideration. It specifies about how to move into new market
with new products or services by increasing sales with existing customers bases
or by acquisition.
M4: Critical Evaluation of Diverse Techniques Usage in Leverage and Extended
Brands
Critical Evaluation of Brand Strength that can be leveraged
There are different techniques those can be used in leveraging while there is the brand
power of ASDA. To make an entry in new production in the market the company has to
have a strong brand potential as well as portfolio. ASDA is already established in the
market so that the brand can be leveraged. Now the company has strong potential that
is why it can launch different other products under the existing industry (Haven-Tang,
and Sedgley, 2014). As it is previously mentioned that ASDA has a strong
communication in the market of grocery so that it can further communicate with new
target customer eventually.
Weaknesses those need Attention along with suggestions
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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
P5 Evaluation of Diverse Techniques in Usage of Measurement and Management
of Brand Value
Brand value: It is defined as the the brand equity, brand can be an intangible asset
which were used by consultants like brand finance so as to rationalize the variation
taking place between a organization brand value and market value. In addition to this it
can be defined as the premium that accrues to a brand from consumers who have the
willingness to pay extra for it. ASDA company have realized the growing power of
brands and have started nurturing the brand value and image through brand
ambassadors. Therefore brand have their own value. ASDA company have achieved
market leadership and profitability of products and services just through its brand value.
Various techniques are there which help to measure and manage the brand value. The
techniques are discussed below.
Brand awareness: The customers must be aware of the product that is being offered by
the company. By continuous promotion and advertisement, the brand can leave a
footmark on the mind of the customers. ASDA has a reputation already but there are
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Unit 41: Brand Management
some specific methods through which the company can increase brand awareness
(Schivinski, and Dabrowski, 2015).
Web traffic
Promotion at social platforms
Surveys
Focus group
 Brand loyalty: It is defined as the consumer behaviour pattern where the
customers towards the product become committed and like to make repeat
purchase over time. So ASDA company uses reward programs, trails , brand
ambassadors and incentives so as to build brand loyality.
 Brand visibility: It is defined as the message which is conveyed to the
consumers. The message specifies that the products is good and you can have
trust upon this products. Therefore, brand visibility of ASDA company
encourages and motivates the customers sop as to look at the product along with
their brand attributes.
 Brand association: It is anything which is seated in the consumers mind in
respect of brand. In addition to this it is a set of remembered qualities which help
to communicat6e information to the customers. So ASDA company should make
sure that brand should be associated with something positive so as to influence
and create positive view pint in the mindset of customer in respect of product and
services.
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Preference metrics: The company needs to know the preference of the customer. In this
way, ASDA can be able to provide the accurate product to them. By sales data and
surveys, the customer preference perception can be measured. Therefore brand
relevance reflects that how the company can provide unique products comparing to the
other brands under the same industrial roof. Accessibility is another unit of
measurement that shows how the company is able to reach the target market. Then
there comes the brand value that is how the customers are intended to pay for the
products of ASDA (Schivinski et al. 2016).
Market share of the organization: This measurement also reflects how the share units
are performing in the market of the mentioned company. ASDA has some huge
stakeholders group. How these shareholders are performing for the sake of the
increased profitability will measure the value of the brand.
M5 Critical Evaluation of Applying Techniques in Usage of Measurement and
Management of Brand Value in Development of an Enduring and Strong Brand
As the above techniques are used to perform the increment of the company that will be
reflected in this phase of the study.
Brand awareness of ASDA will be seen where the competition is drawn among the
other competitors in the market. The company needs to evaluate its strengths so that
they can evaluate their unique factors in the case of the production. The continuous
promotion and advertisements portray that ASDA has huge brand awareness from the
aspects of the customers. There are certain loyal customers who are willing to make
higher payment because they know about the product quality and value of ASDA
(Epstein, 2018). In the UK, Tesco has a huge range of customer but the competition of
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Unit 41: Brand Management
ASDA is also established as well. Then there come preference metrics, which seems to
be like ASDA has demonstrated various aspects of customer preferences so that the
company knows what are the demands, needs and wants of the customers. The
customers want are nothing but fresh products, needs are well-packaged products and
demand is customer friendly environment at the market. The customer preferences and
awareness on that help the organization to be unique in a highly competitive market
(Gensler et al. 2015).
Various approaches of brand
Market based approach: Under this company deal with the amount at which a brand is
sold in market which is related to the highest value a buyer is prepared to pay. This
approach is further divided into comparable approach, equity evaluation method and
residual method.
Cost based approach: This approach is related with the cost incur by company in
create or replace the brand. Historical cost, replacement cost method and customer
preference model all methods come under this approach of brand valuation. ASDA
require to determine all funds it invest in its brand in order increase its value and
popularity.
Income based approach: This is another approach of brand valuation and this is
related with determination of future earnings to the brand in order to determine the
current use of brand and its value.
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Unit 41: Brand Management
Research based approach: In this company examine the consumer behavior and
attitudes that have an impact on economic performance of brands. Mainly it is used to
examine consumer perceptions that have an impact on their purchase behavior.
Inter brand approach: Brand value is known as the net present value or today’s value
of the earnings which the brand is expected to generate in coming future. Approach of
valuation is a way in which financial assets are valued.
D1 Critical Evaluation in Support of Justified Evidences Demonstrating a
Comprehensive Understanding of Branding within an Organizational Context
To make a critical evaluation in support of justified pieces of evidence, following surveys
have taken place. These surveys are performed towards the customers so that they can
be active participants of this one.
1. About the brand of ASDA, when did you first come to know?
Option Responses Total Responses Percentage
In last two
months
6 10 60%
In last five
months
4 10 40%
Since the last
year
5 10 50%
Never heard of
the brand
2 10 20%
2. How often do you get familiar with the ASDA?
Option Responses Total Responses Percentage
Very much
familiar
6 10 60%
Familiar 4 10 40%
Never heard at all 2 10 20%
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Unit 41: Brand Management
3. In last 5 months how frequently did you hear about ASDA?
Option Responses Total Responses Percentage
Newspaper 4 10 40%
Social sites 7 10 70%
Internet 4 10 40%
Never know 1 10 10%
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Conclusion
The above study has been performed with proper evaluation and discussion over the
context of brand management. The report has shown that the brand ASDA is a reputed
organization that provides groceries in the UK market. Now the company has a brand
image and brand value those have been measured with evaluative assessments. The
continuous promotion and advertisements portray that ASDA has huge brand
awareness from the aspects of the customers. The accomplishment and the
construction of the brand have been portrayed. The building of brand strategy and
handling of brand equity have been established eventually in the study. Suitable and
proper organizational examples are given those enhance the brand value and brand
image as well. Further, the strength of the brand has been identified and the leverage
through it has also been explained. Critical analysis of measurement and management
of brand value have been jolted down with specific practical attempts.
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References
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