Brand Management

This document discusses the importance of branding as marketing tools and successful brand strategy in brand management. It analyzes different strategies of portfolio management, brand equity management, and brand hierarchy. It also evaluates how brands collaborate in their partnerships.

Brand Management

Contents
INTRODUCTION...........................................................................................................................3
LO1..................................................................................................................................................3
P1 Importance of branding as the marketing tools along with how emerged in business in
business practice..........................................................................................................................3
P2 Analyse the key components of successful brand strategy for building by managing the
brand equity.................................................................................................................................5
LO2..................................................................................................................................................6
P3 Analysis the different strategies of portfolio management, brand equity management and
brand hierarchy............................................................................................................................6
LO3..................................................................................................................................................8
P4 Evaluation how brands which are collaboratively in their partnership..................................8
LO4..................................................................................................................................................9
P5 Evaluate the different types for measuring and managing brand values................................9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................10
https://www.locusassignments.com/units/unit-41-brand-management.........................................11

INTRODUCTION
Brand management is the important aspects which makes the powerful influence on the
customer engagement in the competitive environment for having effective management of
company. Effective brand managements enable to build more loyal customers through positive
level of brand association in way of strong awareness of brand. Apple Inc. is the American
multinational company of technology headquarter which designs, develops electronics and
computer software (Burmann and et.al.., 2017). The company is considered one of the big four
technologies company alongside as Amazon, Google, and Microsoft. In this report there will be
discussing of branding as marketing tools along with successful brand strategy of company. In
addition to that different strategies of portfolio management with brand equity management and
brand hierarchy.
LO1
P1 Importance of branding as the marketing tools along with how emerged in business in
business practice.
Every part of the apple brand has their work seamlessly together in seamless manners regarding
the products, packaging and differentiated promotional strategy. There is sense in level of
simplicity and luxury which have come out with lifting the lid of mac book along with opening
their new phone packages in the respective apple store.
As per the Forbes recent level of study, Apple is the world’s most valuable brands as the tech
companies are dominating the industry is more prominent way. The importance of brand
managements has their perceived level of values in customer evaluations with the benefit and
cost as comparative another brand which makes business successful.
Importance of branding to
Manufacturing is this make the firm helps in the fostering the emotional connections to the
company by creating the focus of messaging as the people need by desiring the subtly emotional
programs. Apple hones in on and reinforces this emotional loyalty through their advertising and
messaging.
Customer have good branding the creation of customer loyalty in order to have the supporting to
good and bad times. This will make the spreading the positive messages which will influence in
introducing new people.
Intermediaries
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This the powerful aspects to the intermediaries are considered to the aggrandizers in order to
supply the stronger perspectives. This will be making of the tastemaker as the trafficking being
competitive crowed sectors.
Apple is able to have the pricing of products at the premium rates as there have the clear
understanding as the brands have the power to pull in respective sales. The brand pyramid is the
framework as the fundamental questions which as shared and communicates across the
organization with easily shared and communicated across the respective organization (Keller and
Brexendorf, 2019). There are several version of brand pyramids which is global marketing
research in which apple pyramid as basic level as salience by moving up to the parameter of
performance and imagery. The apple is looking for judgement and feeling to make the customer
more loyal and satisfaction. Branding provided the strength as in apple have the great level of
visibility in the respective marketplace and building customer loyalty. The strong level of brand
as the interrelationship between the descriptive products along is customers. to buy another
apple product to try another.
Branding helps in succeeded in delivering the very strong results with the face hesitant
consumers under recessionary pressures. This have resulted as apple to have delivering their
consistent sales and profit in the tough level of recessionary times with the help of premium
pricing as superior branding strategy.
The apples able to have delivering the consistent in sales and profit growth in tough recessionary
times with perineum pricing as competitors are delivering the poor results.
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The brand equity is the aspect o value the customer preconceptions as it is being
measured as the overall par of value which is always based on there future sales. Brand equity
have the important level of components which is considered to be an effective part of developing
the strategy. The component is such as brand awareness, brand association, perceived quality as
the experience and customer preference. Brand equity is considered t be marketing strategy as it
is consistent to have built in some level of core disciplines which would benefited from the
learning and application. At the same time there rea many other important aspects of the
management as the strength easily becomes weakness points vulnerability. The firm have been
identified as there firm which have priority on building a community as the dedicated fans along
with maintaining an aura of secrecy surrounding of their respective brand inner working of
brand, hype surrounding and creating conversation among. The company always positioned it
self as positioning themselves something think different. Th firm gave the of premium
exclusivity as promoting new product realizes and meticulous attentions towards the aesthetic of
its product (Veloutsou and Guzman, 2017). Apple have enabled brand which is being associate
with the luxury in the follower eyes. All the technology leading products which is being
delivered by apples have not been designed to have accurate level of match of brand promises
but also following the fundamentals e to keep the company apple profitable. This makes showing
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up their product to be people have the lives as the campaign are more in way of reinforcing
their brand pillars solidifies the emotional level of connection with respective audience.
P2 Analyse the key components of successful brand strategy for building by managing the brand
equity.
Apple company is the one of the most successful companies in world which is enjoying there
most visible level of brand names in the respective world. The company have launched the new
level of products which is usually weighted with height Hing anticipates by the consumer around
of world. In addition to that’s the financial performance of the company is exemplary which is
been attributes with the major factors of visionary leadership offered by the CEO and the
strategic goals by the emphasising on design along with willingness to envelope new products
with the risk to have the developing of new products.
The brand visons have the painting of the future picture for the brand which is far out the
reaching the nonetheless making the statement about the passion of the apple. The firm have the
establishments for the valuable business as the firm have becoming year symbol of innovations
and elegance sin design.
The apple has the brand personality regarding the implication of simplicity by removing the
complexity from people's lives; people-driven product design; and about being a really
humanistic company with a heartfelt connection with its customers.
The have the brand positioning for the emotional values to the brad as to be something felts in
the heart and mind of customers by reflecting the core belief in term of innovations , design
and imagination.
The elements of the successful branding strategy are chasing the consisting of brand awareness,
brand association, perceived quality as the experience and customer preference. Brand equity is
considered t be marketing strategy as it is consistent to have built in some level of core
disciplines which would benefited from the learning and application. Brand position have the
unique value if company which creates differentiations from the captive market by using product
and services. In addition to that’s consumer can collectively know as brand position.
Apple have the brand promise to think different by delivering their single times as the brand
promises which makes need proper consideration of employees in aspect of customers. Every
business move should be weighed against this promise to be sure.
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On the hand, brand personality is considered to be traits which is followed by withing and
outside the organization. There is need to have specific level of personality traits which is the
perspective, partners, employers to have the description of organization (Atwal and Williams,
2017). The apple have the consistent level of branding as managing their product initiatives
along with user friendly interface which have mostly unchanged in the respective recent years.
The branding strategy have been recognisable in their recent years due to aesthetics of Apple
hardware and software remaining consistent. The branding strategy is basically personality
branding strategy as apple is majorly focussing on customer emotions which is all about the
lifestyle, liberty, imagination, hopes, dreams and innovations which provided the aspiration a
power to peoples to get out from the complications of humitas business with incline and genuine
connections.
As the brand story, Apple is trying not only to have the promotion and innovation of product but
also the need of peoples which adds ore level of credibility by shaping the face and lend more
level of value regarding the success of product and services.
In addition of the respective brand associations which can be such as specific physical artefacts
which included more of logo, names, colours, fonts along with respective image tagline. Apple
brand promise have the brand traits which is been reflected through proper brand association in
more way of supporting the bard positioning patient. Brand positioning within Apple Inc give
positive effect to Apple Inc. Brand positioning will help as the company to improve their
marketing strategy and benefit to the company. Apple fully understands that all aspects of the
customer experience are important and that all brand touch-points must reinforce the Apple
brand. The form have the development of the brand strategy as Apple’s iPhone and iTunes
music business is profitable in its own right, Apple’s venture into these product areas was based
on a strategy of using the music business to help boost the appeal of Apple’s computing
business. as per the add of the apple. There is attempts to have the connection in more
emotional way with viewers by creating the brand which have the clear denoting the progress ,
innovation and respective creativity.
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LO2
P3 Analysis the different strategies of portfolio management, brand equity management and
brand hierarchy.
In the today’s world scenario, the corporations is of suffering from the brand prefoliations as the
phenomena have the companies which are keep producing brand proliferation which is
producing more and more brands without the strategic level of consideration. This is all level of
portfolio with the key terms, concepts as which is related to the brand portfolio strategy which is
strategic approach to have the preventing brand prefoliation. There is more related portfolio
strategy which the strategic approach to have the brand proliferations.
The brand portfolio which is considered to during the brand strategy decisions which the
introducing the brand more perineum or low cost enter the new market or categories.
The type pf brand house strategies are such as the
Branded houses which is in this model have the firm is considered to be brand as the service
and market sector are considered to be the subset of primary brands which are not formally
branded. Apple are globally known for this model as Under Apple’s primary brand comes many
subset brands: Mac, iTunes, iPhone. In this case more level of even smaller firm has the
successfully pull of this dole as all level of instances are the subset of different brands which are
recognised but do not have the extent to over shadow of detracts the primary band. More over on
the professional level of services the approach of branded house is also known as the one firm
brand strategy which can be such as the logo marketplace marketplaces positioning and
messaging. The subordinate service offerings share these brand elements but contain their own
unique messaging points.
The benefits are such as the development of string brands which have the both level of high
visibility as strong level of reputations which have the requirement of careful nurturing
(Chernev, 2020). It is not the surprise as the bend sergeants is consider to be easily sustainable
under the guidance if brane douses as the firm channels have its financials along with labour
sources towards the strengthen respective single bran rather than having the diluting bran.
The firm is paying major level of attention of the lifestyle brand as their apples have the clear
miming to be creative in more level of subconscious mind of the consumers. This will lead
customer to have perception of clear belonging to the creative class which is cosnodered o be
aspect which is more appealing. Creativity’ is a highly sought-after quality in the opposite sex.
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It’s an indication of intelligence and problem-solving abilities which again could lead to high
financial earnings. So, with the effect of the apple reproductive strategy have the part of
evaluations which have the aging and again feeling for the creative class perception for the
decision-making process which is more over benefiting their apple bottom line.
The next is all about the house of brand strategy as the strong level of professional services are
not built overnight by been developed with effective branding which makes the customer to have
support if house of brands. Under this, the firm have tending to managing of various brans as it
has separate company dealing with all necessary brand as and legal requirements by certainly
greater complexity. Sometimes the matrix of brands promises along with audience profile is
considered o be diver decisions as the brand are more way in creating the use brands which
have the unrelated level of brand promises. This have the turn every different buyers or the
salience profiles to have creation of house of brands. This have the clear level of dependence on
the house of brands which can positionally have the compounding the challenges of building the
firm verbal band level of strength in more respective way. as the nobility so their approach as
have the greater level of ability to have unique level of state for target audiences to have
broadening the demographic reaches along with creating safety nets knowing they have the
strong level of brands to fall backs on if necessary.
LO3
P4 Evaluation how brands which are collaboratively in their partnership.
Brand extension is the strategy is the concept which is used in marketing as the company which
is being already have been branded in respective marketplace will make the use of same brand
or the promotion of different companies. With the help of there this the new product category
gave te linked with the existing brand names in order to make product reach easy.
The different level of brand strategies ae such as the product line extension have the introduction
of there to the product in similar market by use of current brand names which is one of common
approach existing brand name which is relatively well received with variation.
The next brand strategies multi brand as where the variation of product is being launched to
have multiple plans in significant markets. This is makes brand more level of competing in the
respective product category (Rauschnabel and et.al., 2016). The main reason to have different
level of positioning in the market dominate the overall shelf space, and reduce opportunities for
competitors to enter the market or to win market share.
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The brand extension which involves broadening of market understanding which is branding
market understanding with respective level of cares as the market is not fully accepted. Hence,
apple have the have ore extension into software mobile phone along with music system and
laptops.
The final level of brand development strategy as the new brand when the firm have the
expanding in respective offering for developing the new product line. This is more level of
understanding as they dint have any level of offering before as the need to rebuild new brand.
Fit and leverage’ in brand extensions is needed to be understood as a brand have the leverage
over distinctive level of properties that own have lead customer in the new respective category in
new category to have perceiving the brand extensions as the term to be superior to be exiting
completive products. Successful brand extensions are not that easy to identify, develop and
position. Having a great reputation for quality is not enough to launch a brand extension.
Hundreds of brands have a great reputation.
Reinforcing the brands have the dependence of the nature of association which is being involved
as core level of association for the primarily products which is related attributes or other
functional benefits such as innovation in descriptive product design manufacturing, and
merchandising is especially critical to maintaining or enhancing brand equity.
The Brand collaborations and partnerships have company which creates differentiations from
the captive market by using product and services. In addition to that’s consumer can collectively
know as brand position. There is need to have specific level of personality traits which is the
perspective, partners, employers to have the description of organization (Ofek. and Schwalb,
2018). The apple have the consistent level of branding as managing their product initiatives
along with user friendly.
As considered to the development of the hybrid strategy, her company have the proper focus of
the generic strategies as which tends to be used in the cost focus and differentiation focus
along with implementing of the generic strategies to make the utilization of resources for
growth of market share. It competes with the technological giants like Google, Microsoft,
Amazon and the PC brands like HP, Dell and Lenovo. This is all a result of excellent products
and a great strategy.
As per the collaboration have the Accenture to have creation in apple solution s t have the
transformation in business to work. Accenture has created dedicated Apple practices within
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select Accenture Digital Studios where development experts are collocated. Next to that Cisco
provides leading networking, security, and collaboration solutions for Apple products with level
of integration iOS, iPad OS, macOS, and the latest technology from Cisco.
LO4
P5 Evaluate the different types for measuring and managing brand values.
A strong level of brand awareness has the essentials element in the business as the strong level of
branding and brand awareness strategies which is need to have the crucial level of development.
On he other hand measuring brand awareness is the one of treks level of marketing in KPIs to
have proper level of tracking.
The two have the valuation of the brand have there actually make the measurements regarding
the business worth’s with calculating through the 3 important approaches as the asset
approaches, market approach and the income approach.
The market approach will be more useful as the business prices will be assuming the buyer will
pays with the effeteness and evacuation of brand to all relevant factors and neither completed
sale.
Creating brand awareness which is the next step for creating the strong level of bons which is
considered to be important aspects for the business to sty up in the top of the market. Hence,
brand awareness measures how famous a brand is within its target audience (Burmann and et.al.,
2017). The measuring or more level of the brand awareness which can be considered as difficult
aspects as the internet and technology have the numerous levels of aspect Overall, a business
should be aware of its brand’s engagement levels, impressions, and overall reach while
measuring its brand awareness.
On the other to have calculation of the techniques to measure brand equity are term to be the
Qualitative and quantitative research techniques are design to understand the source of brand
equity from consumer’s perspective. This will make the proper ensuring of there various aspects
such as the customer attitudes and purchasing intent of customer with the influence of the brand.
There can be application o the reach metric through more level of online sources which can he
the resignation f brand advertisement through the help of retranslating aspects , social media ads
and other paid adverting. Engagement comprises of numerous factors such as crowd sourcing
participation, participation in discussion forums or contests, comments, social media sharing, etc.
Here are some forms of data that can help a business measure its brand awareness.
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In addition to that the search keywords can helps in mentions on social media and anastatic as
the world wide web have been loaded with more level of tools which help the business to
measure negative and positive social mentions. As per the social aspects have been positive can
be helpful in evaluating their marketing strategies which effectible tackle the situation by taking
measures to ensure.
The use of online tools such as the websites f the social media in line to be understood as
LinkedIn, Facebook or Twitter or through search engines. This is Google Analytics is a great
way to acquire this data as it helps to understand the trends business has gone through over a
period of time.
CONCLUSION
As per the above report can be treated as As per the Forbes recent level of study, Apple is the
world’s most valuable brands as the tech companies are dominating the industry is more
prominent way. Brand equity is considered t be marketing strategy as it is consistent to have built
in some level of core disciplines which would benefited from the learning and application
All the technology leading products which is being delivered by apples have not been designed
to have accurate level of match of brand promises but also following the fundamentals e to keep
the company apple profitable. Apple fully understands that all aspects of the customer experience
are important and that all brand touch-points must reinforce the Apple brand. Though Apple’s
iPhone and iTunes music business is profitable in its own right. This have the clear level of
dependence on the house of brands which can positionally have the compounding the challenges
of building the firm verbal band level of strength in more respective way. Fit and leverage’ in
brand extensions is needed to be understood as a brand have the leverage over distinctive level of
properties that own have lead customer in the new respective category in
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REFERENCES
Books and Journals
Online
Burmann, C and et.al.., 2017. Strategic Brand Management. In Identity-Based Brand
Management (pp. 91-172). Springer Gabler, Wiesbaden.
Keller, K.L. and Brexendorf, T.O., 2019. Strategic Brand Management Process. In Handbuch
Markenführung (pp. 155-175). Springer Gabler, Wiesbaden.
Veloutsou, C. and Guzman, F., 2017. The evolution of brand management thinking over the last
25 years as recorded in the Journal of Product and Brand Management. Journal of Product &
Brand Management.
Atwal, G. and Williams, A., 2017. Luxury brand marketing–the experience is everything!. In
Advances in luxury brand management (pp. 43-57). Palgrave Macmillan, Cham.
Chernev, A., 2020. Strategic brand management. Cerebellum Press.
Rauschnabel, P.A and et.al., 2016. Brand management in higher education: the university brand
personality scale. Journal of Business Research, 69(8), pp.3077-3086.
Ofek, E. and Schwalb, N., 2018. The Brand Management of Places.
Burmann, C., Riley, N.M., Halaszovich, T. and Schade, M., 2017. The concept of identity-based
brand management. In Identity-Based Brand Management (pp. 17-90). Springer Gabler,
Wiesbaden.
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