Brand Management: Strategies for Building and Managing Brand Equity

This document provides an in-depth analysis of brand management, including the importance of branding as a marketing tool and its emergence in business practice. It explores the key components of a successful brand strategy for building and managing brand equity. The document also discusses different strategies of portfolio management, brand hierarchy, and brand equity management. It evaluates how brands are managed successfully over time using appropriate theories, models, and concepts. Additionally, it provides insights into techniques for measuring and managing brand value.

Brand Management

Table of Contents
Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
P1: Explain the importance of branding as a marketing tool and why and how it has emerged
in business practice......................................................................................................................3
P2: Analyse the key components of a successful brand strategy for building and managing
brand equity.................................................................................................................................5
M1: Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts.....................................................................................................6
M2 Apply appropriate and validated examples within an organisational context.......................7
TASK 2............................................................................................................................................7
P3 & M3: Analyse different strategies of portfolio management, brand hierarchy and brand
equity management......................................................................................................................7
TASK 3............................................................................................................................................9
P4: Evaluate how brands are managed collaboratively and in partnership both at a domestic
and global level............................................................................................................................9
M4: Critically evaluate the use of different techniques used to leverage and extend brands....11
TASK 4..........................................................................................................................................12
P5 & M5: Evaluate different types of techniques for measuring and managing brand value
using specific organisational examples.....................................................................................12
D1: Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context...........................14
CONCLUSION..............................................................................................................................14
REFRENCES.................................................................................................................................16

INTRODUCTION
Brand management is the essential part of the marketing technique that is used by firm to
analyse as well as plan out the way in which the products needs to be perceived globally. This
subsequently help the customers to gain the required knowledge and conduct repeat purchasing
on the basis of attributes offered to customers (Batey, 2012). Here the preference is given to both
tangible and intangible aspect of the brand to create the value addition for the customer.
Adequate management of brand basically help the company to gain profitability as it is the only
source to attract the large target market towards the offering and gain better output. For the better
understanding of report Jaguar Land Rover company is taken which is the multinational
automotive company whose headquarter is in United Kingdom. The branding of company was
done as a luxury and comfortable vehicle due to which it gained immense attention from the
high-income group people that enhanced the market share of company. This report cover topics
like explanation on how the brand is build managed over the period of time. Analyse how the
brands are organised and managed in the portfolio. Along with that description how the brands
are leveraged and extended over domestic and international market. Further, determine the
techniques which are used to measure as well as manage the brand over the certain period of
time are covered in the report.
TASK 1
P1: Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice
Branding simply refers to the name, symbols as well as design of the particular product
that help it to distinguish from the other brands. It is the valuable part of the marketing that help
the customer to identify and recognise the specific product amongst the different offerings
produced by the similar type of industry. Different areas such as promotion, customer service,
word of mouth publicity, celebrity endorsement as well as viral marketing help to build the
suitable profiler of the product (Cavender and Kincade, 2014). This is absolutely critical part of
the business as it transforms the perception of user towards product which impact on gaining the
global dominance. Herein, Jaguar Land Rover company which is part of Tata Motors is
recognised all over the world because of its unique design. Along with that strong branding
promotion has helped the company to gain huge customer base for its premium cars. As by

acquiring the two iconic brand that is Jaguar which include the luxury sedan or classic sports cars
and Land Rover which involve different range of SUV's. This act as a status symbol for customer
which defines about their strong position and power. Hence, this clarify the vivid identify of the
company along with its reliable offerings.
Importance of branding as a marketing tool
Generate brand value and customer satisfaction: Branding is essential part that helps
to generate the future business by leveraging the market opportunity. This establish value in
order to appeal the interest of existing and new customers within the market place. Along with
that if the customer uses the brand that has high positioning such as Jaguar Land Rover then it
enhances the customer pride. Within this state company does not remain much concern about
competitor’s strategy because even if they will increase its prices the loyal customer won't switch
to other brand.
Enhances consumer base: A good brand is one that keeps its brand promise and receive
the positive impression amongst the customer. Once the audience due to repetitive promotion
becomes familiar with the particular brand then they most likely depend upon it due to the trust
generate over the specific period (Cox, Gyrd-Jones and Gardiner, 2014). Hence, a well-
established brand need not to conduct much expenditure on the promotion as they gain the
advantage of word of mouth publicity to retain the trust of customers.
Retain the interest of employees: If the employees get opportunity to work for the
strong branded company like Jaguar then they truly stand for the company by performing all
their responsibilities effectively. Manpower are considered as an asset for company who
collectively help to bring transition by attaining the target. This is one of the most essential
factors that keep the employee satisfied and gain the sense of belongingness.
Emergence of branding in marketing tool
Initially, the new brand that entered in the market to fulfil the requirement of customer
but it became harder for them to distinguish their products from the rivalries products. This leads
to the standardisation in terms of the quality of different brand. Later on, Thompson who run the
advertising firm, that helped the company to prepare the slogans and use jingles to broadcast the
product in radio as well as TV commercials (What Is Branding? A Brief History, 2018). This
leads to the emergence of the term Branding within business practices and now Brand
management is considered as the major element which is preferably used for different type of

products that fall under the category of necessity and luxury products. All the organisation
irrespective of its sizes and scope invest in branding in order to create the brand equity that help
to gain long term competitive advantage. Herein, Jaguar Land Rover makes huge investment to
gain the privilege of strong brand positioning. For which the manager understanding the
perception of society and generate the need of high tech cars for the target market that hold
strong positions like CEO, entrepreneur, Business manager and so on. This finally motivate the
customer to stick to the particular brand and gain desirable advantage by using particular brand
P2: Analyse the key components of a successful brand strategy for building and managing brand
equity
Brand equity is describing as the brand value that is gained by the well-defined brand
positioning and loyalty. It the end consumer while making the purchases subconsciously thinks
of the particular brand over other then it leads to positive brand equity (Eggers and et.al., 2013).
On contrary, if the brand consistency remains inefficient to deliver the value and disappoint the
customer then it is recommended as displaying the negative brand equity. Thus, the past
experiences of the customer and authentic services of company help to develop the brand equity
where irrespective of the prices or competitive pressure the customer does not prefer buying
another brand. In terms of Jaguar Land Rover which is recognised as one of the most popular
brands of the world. So, such image leads to the generation of positive brand equity, where
customer has the trust that they are making investments for the most trusted brand.
Brand strategy encompasses the business to plan out for the long-term objective that can
lead to the evolution of the successful brand. It is vital for all the business entities to articulate
the strategy that act as a solution to figure out and overcome the business issues for the
betterment of an organisation. Thus, there are various component that help in building successful
strategies in order to maintain the brand equity. Explanation of key component of successful
brand strategy are described below:
Excellent communication: The firm cannot gain the privilege of brand equity until and
unless powerful communication strategy is prepared. With the diverse marketplace the internal
department find complexities in drafting the message which needs to be transmitted in the
diverse groups. This demand that the communication needs to be culturally sensitive,
multilingual and cater electronic devices user. Within Jaguar Land Rover the manager or

professional ensure that they need to build strong communication strategy to attract the external
stakeholders and establish its brand equity. Being public limited company, it gazes the attention
of immense investors and customer because the company has strong positions which is
irreplaceable in terms of quality and high loyalty value.
Awareness: The brand usually helps the customer to meet the unmet needs or generate
the urge for the innovative product. This takes place with the help of brand awareness that help
the customer to recognise or remember the particular brand. So, building up effective brand
awareness strategy leaves a huge impact on the performance of brand by effectively competing
with the other rivalries. Further, the main component that helps the Jaguar Land Rover to spread
market awareness and generate the brand equity are traditional medium (magazine, newspaper)
and digital medium (website, SEO, social media). It is the essential key component of brand
strategy that is built by an organisation through the advertisement technique. Jaguar Land Rover
extensively use the digital media and print media in order promote its latest design and
collection. Use of these platforms enhances the recognition or recall value of brand. The
company uses its website to make the customer updated regarding different collections along
with that it uses magazine to cater to showcase the advertisement to premium class of people.
Further, it relative helps to maintain the image of company successfully.
Deliver value: Branding is all about managing the profitable relation with the customer.
For this the manager need to deliver the superior value to satisfy the customer and retain their
interest. Dissonance or unfavourable past experience can diminish the interest of existing
customer that leads to negative referral (Erdoğmuş and Cicek, 2012). So, the manager of
respected company highly delivers the value such as better margin and wide distribution network
for the convenience of premium product.
M1: Evaluate how brands are managed successfully over time using application of appropriate
theories, models and concepts
To build a power brand the company can use Keller Brand equity model that help to
strengthen the particular product in order to manage and support the interest of customer. The
core concept behind this model is that it helps the build the strong image of brand and shape the
belief as well as opinion of the customer regarding brand. It includes different stages like firsts
one is brand identity under which the role of company is to identity the customer to whom they

have to serve. The second step is brand meaning that determine Jaguar Land Rover company to
identify how efficiently they are meeting the need of customer. Along with that the third and
fourth step represent the brand response from the customer as well as Brand Resonance. It
determines the behaviour of customer such as repeat purchases which help to maintain the brand
value for the ongoing duration (Gundala and Khawaja, 2014).
M2 Apply appropriate and validated examples within an organisational context
The successfully brand strategy attract the consumer and help to cover the first-time
buyer into the loyal customer (Kuikka and Laukkanen, 2012). It simply helps to maintain the
brand equity which is the most profitable state for the firm as it helps to encourages the customer
to do repeat purchases. The essential component of the brand strategy that leads to the brand
equity such as nurturing the loyalty of customer, maintain employment loyalty and well as
remain flexible to changes. For instance, in context to the Jaguar Land Rover uses advance
technology and automation techniques while manufacturing the vehicles. Also, it always
analyses the changing trend or preferences of customer on the basis of which it prepare the
consistent strategy and bring vivid changes to the existing product.
TASK 2
P3 & M3: Analyse different strategies of portfolio management, brand hierarchy and brand
equity management
Brand Portfolio comprises of the total number of offerings or brands that are offered by
the particular firm in order to cater the requirement of different people within the organisation. It
is the umbrella that include the different brand lines of the firm. Within automotive industry,
Jaguar Land Rover cover the portfolio of the different premium vehicles such as Jaguar and Land
Rover. They are expertise in manufacturing different luxury vehicles such as sedan, SUV's and
sports car. To manufacture the luxury cars the company, build the manufacturing facilities in
different parts of the countries like United Kingdom and China. To manage portfolio investment,
the company has made immense investment in the research and development facilities to use
advance automotive and production technology for the long-term business growth.
Strategies of portfolio investment
Branded house strategy: According to this strategy the company has the single logo
mark that is used for all its subsets or sub brands. These subsets are basically not formally

branded. It is mostly used by the large companies such as Jaguar Land Rover which is known
globally for its innovative services. Although single logo is used to retain the interest of
customers for different brands (Loureiro, Ruediger and Demetris, 2012).
House of brands: It involve different varieties of the brands that have distinct image so
the company promote these sub brands from their own name rather than the actual name. Unlike
branded house strategy, here most of the customers may not be aware about the main brands of
these variants. This technique can be used by Jaguar Land Rover to establish their own image
which is unique and different. Along with that it case of any crises the parent company that is
Tata Motors can tackle the issue without hampering the sales of other cars.
Hybrid strategy: Hybrid strategy is used by company to sell the different offerings or
extended brand from their own name. This help to create the unique image of each brands also
crises or problem faced by the parent company less likely affect the sales of its product line.
Therefore, amongst these strategies Jaguar Land Rover which is part of Tata Motors have
opted for hybrid strategy. For this both of the company prepares different strategies and
marketing tool and technique in order to flourish the business and exploit the opportunity
effectively.
Source: Hybrid strategy of Jaguar Land Rover, 2018
Brand hierarchy: It is also termed as brand architecture that help to distinguish one
brand from the other. It involves the whole structure of the brand within which different
offerings are segregated from one another (Nair, 2013). It is the effective technique which is
Illustration 1: Hybrid strategy of Jaguar Land Rover, 2018

used by the manager of Jaguar Land Rover to portrait the suitable image of the product so that it
delivers the value to the customer effectively.
Brand equity management: Brand equity management is the prominent aspect for the
large as well as small enterprisers. It helps to deliver the value to customer for which the
company can even charge the premium prices of the product and customer will still remain less
reluctant to look for the other options. The manager of Jaguar Land Rover suitably manages the
brand equity for its premium product by launching innovative design and technology. This
finally help to maintain the recognisable and superior image of the product by building strong
brand equity.
From the above analysis it has been critically analysed that brand portfolio management,
brand hierarchy helps to effectively manage the diverse offering of the company under one roof.
The main purpose to categories different brand line is that it systemically manages the business
operations. It is highly used by the multinational brand like Jaguar Land Rover in order to
maintain the quality of different brand fall under different category. Whereas, the negative aspect
of this process is that it may create confusion to decide the different strategy for more than one
product also dissonance from one product can led down the sales of other brand from the same
company. Further, the positive impact of the brand equity is that it helps to retain the interest of
customer irrespective of the efforts put in by the competitors (Richard, Percy, and Pervan, 2015).
On other side the company can even take the undo advantage of it by highly increasing the price
of commodities.
TASK 3
P4: Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level.
In order to expand their business in the market at domestic or international level,
organizations use the collaboration method where two organizations collaborate their brand with
each other. It will be done in order to expand their reach in the market from domestic to
international level. Collaboration will be done in order to achieve something but most of the time
business wanted to maximise their profit through increasing demand which further helps in
raising productivity as well as profitability. It is based on the agreement which contain various
terms, conditions and clause which both organizations have to follow (Ruzzier and De

Chernatony, 2013). Jaguar Land Rover is collaborating with BMW group and they announce to
develop next generation Electric Drive Units (EDUs) and it will be done by using electrification
technology. This collaboration used advanced technology which support transition to ACES
(Autonomous, Connected, Electric, Shared). Both organizations jointly invest in the research &
development, procurement and engineering will help to provide necessary economy of scale to
support or increase consumer adoption of electric vehicle. At domestic level both companies
manage their expertise but at global level they have to ensure that business operations perform in
well manner. Collaboration agreement include the various provisions relating business aspects
such as profit, investment, revenue, losses etc.
Team of Jaguar and BMW expertise will engineer the EDU where both partners develop
the system which deliver the characteristics which required to fulfil the range of products. At the
time of partnership organizations have to manage all the activities and main purpose of
collaboration is to maximise the sales and revenue of the company through offering unique
products. In the domestic level business operations, organization have to perform in well manner
and make sure that all the expenses will be contributed equally. At global level, they have to
develop proper team who manage all the international activities as well as develop promotional
strategy in order to make people aware about their new launched car. Jaguar and BMW both are
multinational company which sell their Cars all over the world so they have to make sure that
brand image does not affected due to any mistake.
At domestic level brand is managed by both companies and make strategic decisions
accordingly and equally contribute in the expenses which they to manage in well manner to
perform on domestic level. International level organization done effective promotions because
they have to attract new customers and make strong consumer base. Here they enhance the
awareness of people regarding product which they offered. These organizations sell their
products & services all over the world, so it become very important for both to manage brand
name by using appropriate actions to achieve business goals & objectives.
Six change approaches
According to Kotter and Schleiger's model there are six strategies that can help the
organisation to overcome the chances of resistance during the time of changes. As implementing
changes are difficult for the organisation because it transforms the working pattern as well as
daily regime. So even after knowing the significance of changes it is not necessary that the

employee bring transformation and carry out the functioning of firm. Explanation of different
change approaches are explained below:
Education and communication: Here the manager of Jaguar Land Rover in order to
bring the changes educate the staff regarding the significance of changes. They arrange the
session where deep communication and analysis take place between employer and employer.
Participation and involvement: Within this approach the team members are motivated
to participate in the decision making and involve in the dynamics of business organisation. This
led them to realise the importance of change and carry out functioning effectively.
Facilitation and support: To facilitate the changes emotional support can be provided
by the manager to their team member. These are the driving factors that help to mitigate the
change of resistance associated with changes within Jaguar Land Rover.
Negotiation and Agreement: At this approach the negotiation agreement is signed
amongst the different party that encourages the people to bring the possible changes for the
adequate functioning of firm.
Manipulation and Co-optation: In order to encourage the employee and overcome the
changes of residence the data is presented in the manipulative manner. This enhances the role of
employee to carry out the task effectively.
Explicit and Implicit Coercion: Unlike other approaches the manager at this stage
threaten the employee and forcefully ask them to adopt the changes otherwise they may have to
bear the negative consequences like termination.
M4: Critically evaluate the use of different techniques used to leverage and extend brands.
It has been critically evaluated that, by using leverage techniques organization can expand their
brand as well as make it popular in the international market as well. Most of the organization
done this, through developing new product and it will launch in the international market. There
are various stargates which help the organization to extend their brand by using various
techniques and tools. Some of them discussed below:

Brand stretching: In this technique, organizations enter into premium segment where
they can use existing product or new product for brand development (Schallehn, Burmann and
Riley 2014).
Brand extension: Here organization used to establish new brand name for the new
product category.
Line extension: In this strategy company used to develop new variant in the existing
products such as change in the colour.
Here Jaguar company introduce new product in the market through collaboration with
BMW. Both companies develop new electronic car which have unique features which attract the
domestic as well as global customers.
TASK 4
P5 & M5: Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples
Brand value is basically the financial worth of particular product that estimate the
significance of the brand in market. The positive value of the brand helps to generate the
affirmative brand equity by meeting the needs of customer and attracting innovative technology.
To attract the potential market Jaguar Land Rover uses different tool and technique that is stated
below:
Cost approach: As per this approach the prices which are paid by the potential buyer is
equivalent to the cost involved in the manufacturing process. It is further categorised on the basis
of replacement cost method as well as historical cost method. Within historical cost the company
need to present the actual cost of the assets in the financial assets irrespective of their market
prices that keep of changing (Urde, 2013). So, Jaguar Land Rover appropriately uses this tool to
update the value of the existing or new technology used in the production process. Whereas,
there are certain shortcomings as the sometimes the company find difficulty in order to recapture
these costs. On other side replacement cost method, helps the company to define the expenditure
that the company currently incur to replace the existing asset. So, the company effective
calculate it in order to set the factual figure for the welfare of internal and external stakeholders.
Market approach: This approach is used by the company to make the viable comparison
on the different brands that belong to the same type of industry. Here the firm is further classified

into residual method, sale comparison method as well as equity evaluation method. The main
relevance for using this approach for the company is that it can analyse the move of third party
like what they are willing to pay (Urde, Baumgarth and Merrilees, 2013). But the main hurdle
associated with this process is that the internal manager finds difficulty to get the data of similar
types of brand. The main significance associated with this method is that it involves the easy
calculation and provide the data which is useful for the practical application.
Income approach: This is the effective method of valuation that help to identify the
potential associated with the brand which is vital for the internal staff to understand and capture
the market effectively. This method is valuable in comparison to the open market as it can assist
the owner to identify the foregone benefit by leading actual course of act.
In terms of the Tata Motors has opted income approach required for the brand valuation as it is
the flexible method that is used to the different types of firm’s assets at different stages of the life
cycle. ere which include Autocratic/ laisez-faire should be included.
Therefore, on the basis of different processes the company can use the different processes
to value the asset of company which is essential to set the defined position within market. Jaguar
company depends upon these approaches to provide the required value after determining all the
figures associated with the smooth functioning of business. Thus, it is the favourable way to
determine the suitable value as well as data for the public. Further, it helps the company to gain
the better place by concentrating on each and every factual figure effectively.
Based on above description it has been critically analysed that brand value helps the firm
to determine the particular value of the brand for which it can use various approaches like cost
approach, market approach as well as income approach. Each and every method has the positive
as well as negative impact on the operations but these are the useful technique in terms of
determining the brand valuation. In case of cost approach, it is the useful method as it helps to
determine the actual cost of the assets but on other side it is considered as less reliable approach
in comparison to the other approaches because it is based on the certain assumptions. Along with
that the benefits that company get for using market approach is that it does not depend upon the
subjective forecast and involve easier calculation. Whereas, it is difficult for the company to
compare the transaction of the similar companies.
Ohio state leadership studies:

It is the theory which used by Jaguar in order to measure the characteristics of leadership
or it can be high or low. It includes two dimension which mentioned below:
Initial structure behaviour: This model includes the role of leaders or subordinates
which everyone expected and it required to determine the task. It will indicate the autocratic
leadership style which can be followed by the Jaguar company and make sure that task will be
completed on time which maximise productivity as well as profitability.
Consideration behaviour: In this model, leaders was more concern about the
subordinates and try to make feel comfortable or provide supportive environment. In order to
enhance individual performance, managers of Jaguar can use laisez-faire leadership style where
they encourage people to perform or improve their personal performance as well productivity.
Managers of Jaguar company follow the consideration behaviour which can be high or
low according to the situation of the company.
D1: Provide a critical evaluation that is supported by justified evidence demonstrating a
comprehensive understanding of branding within an organisational context.
Branding is simply the design, term, sign or symbol that demonstrate the goods and
services offered by particular firm. It has generated different alternatives for the company on the
basis of which an individual can make the final decision. Like, on the basis of quality or attribute
the customer can make the preferable decision (Zenker and Braun, 2017). Thus, it is the role of
the Jaguar company to intensively focuses on the branding of product so that it can set the
suitable image and leads to high brand equity.
CONCLUSION
From the above report it has been concluded that brand management is the core activity
of the organisation that plan out all the activities that are required to set the suitable image of the
product amongst the audience. It finally helps to maintain the effective relation with the end
consumer or the target market by making them aware regarding the services offered by company
to public. There is various significance associated with the branding like to deliver value to
customer and make the staff confident being the part of well-known brand. Brand strategy
focuses on the internal activities that together function to attain the long-lasting objective of firm
by maintaining brand equity. Along with that there are different strategies for the brand portfolio
amongst which the firm select the most suitable component for smooth business functioning.

Hence, it collectively helps the firm to maintain the strong customer base and gain long term
sustainable development advantage.

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Whae Is Branding? A Brief History, 2018. [Online]. AVailabl1
through :<bups :111I'II'.wskyword.comJcoutentstand ard/crearivityIbranding-blief -hi story>