Brand Equity and Portfolio Management: Apple Case Study

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Brand Management
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Executive summary
Branding is the core aspect of the success of any organisation. The growth and
sustainability in the market depend on the awareness of the brand among the
customers and how customers likely to get engage towards the product of the particular
brand. Here, the report explores the branding strategy of Apple and demonstrate
different factors which help in enhancing the brand management activities. The report
reflects on some crucial aspects of brand management, which has helped in developing
consumer awareness and how to market responses effectively towards product and
services of the brand.
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Table of Contents
Executive summary..........................................................................................................2
Introduction...................................................................................................................... 4
LO1.................................................................................................................................. 5
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.......................................................................................5
P2 Analyse the critical 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..................................................................9
M2 Apply appropriate and validated examples within an organisational context........11
D1 Provide a critical evaluation that is supported by justified evidence demonstrating
a comprehensive understanding of branding within an organisational context...........12
LO2................................................................................................................................ 13
P3 Analyse different strategies of portfolio management, brand hierarchy and brand
equity management....................................................................................................13
M3 Critically analyse portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks............................................................15
LO3................................................................................................................................ 16
P4 Evaluate how brands are managed collaboratively and in partnership, both at a
domestic and global level...........................................................................................16
M4 critically evaluates the use of different techniques used to leverage and extend
brands.........................................................................................................................18
LO4................................................................................................................................ 19
P5 Evaluate different types of techniques for measuring and managing brand value
using specific organisational examples......................................................................19
M5 Critically evaluates the application of techniques for measuring and managing
brand value in relation to developing a strong and enduring brand............................21
Conclusion..................................................................................................................... 22
References.....................................................................................................................23
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Introduction
The report is exploring the significant factors of brand management and help in
analysing how brand management strategy of Apple help in engaging more customers
and in building customer relationship in an effective manner. Apple is one of the largest
brands which is more familiar to customers. The company is regularly developing an
innovative strategy and develop a smart and high designed gadget which attracts more
customers and lead to more profitable in the context of the company. Here the report
summarises different strategies and approaches applied by the company, which creates
a direct impact on the brand equity management and develop brand hierarchy with the
help of brand management. The further report reflects on the branding strategy and
summarises how brands can be managed in an effective manner. The brand
management report also helps in reflecting on different techniques and managing
aspects which led to productive results for the company and help in analysing the brand
value in relation to develop the sharp brand image in the market. All these core aspects
of brand management are summarised in this report.
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LO1
P1 Explain the importance of branding as a marketing tool and why
and how it has emerged in business practice
P2 Analyse the critical components of a successful brand strategy for
building and managing brand equity.
‘Brand is Power’
Introduction
Branding is the most essential element of marketing. With the effect of marketing, the
organization are able to identify their business and likewise are able to establish the
image of these products and services in the market. This helps in providing
acknowledgement to the organizations. Brand equity, on the other hand, is a value of
the product or service offered by the organization to the consumers. With the assistance
of this essay, a number of significant features of both of these elements will be
discussed in concern of Optimum Impression Ltd. The essay will also focus on the
stages of building a brand and its role in marketing (Gupta, Czinkota and Melewar, 2013).
Main body
Branding is the primary or fundamental component of marketing. It is essential for the
managers of the respective organization to give a brand name to the firm that will help
in establishing its identity. The respective article is written in the concern of Optimum
Impression Ltd, which is a marketing based organization. It is essential for the firm to
have adequate information regarding branding and its importance in the sector of
marketing.
Branding is basically a marketing practice in which a suitable name or symbol is given
to a product or service to distinguish it from the other products of the market. In other
words, it can be said that with the help of a brand name, the organizations are able to
categorise their products in the market. These brands names help the firm in catching
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the concerns of the customers and likewise help in enhancing the value of the
organization. A brand name helps the firm in acquiring new consumers in the easiest
and effective manner.
On the other hand, brand equity is the value or worth of a product offered by the
companies. It is the worth that attracts the concerns of the consumers towards the
purchase of that particular product. With the help of this approach, the companies are
able to attract the number of customers and are likewise capable of embarking its
success in the market (Gupta, Czinkota and Melewar, 2013).
Branding has a variety of benefits that can help Optimum Impression Ltd in
remarking its success in the market. Its most common advantage is Customer
recognition; it is very important for running the operations of the organization. In this
era of competition, there are multiple numbers of brands with effective goodwill. It is
very difficult for a firm to enhance its popularity among the consumers. With the help of
proper branding, the organizations are able to enhance their goodwill and can likewise
catch the concern of the consumers.
Alongside with the help of branding, the firms are able to maintain consistency of
marketing. Branding helps in easing the process of selection and likewise helps in
maintain consistency. Marketing is very important for the success of the organization.
By keeping the consistency of marketing, the organizations are able to enhance the
adequacy of their operations.
Branding likewise helps in enhancing the value of the business to the best. With the
help of effective brand name, the firms are able to improvise their value in the market.
Branding helps in attracting new investors and helps in enhancing the financial assets of
the firm in the form of investment.
On the basis of the above information, it can be commented that branding is the most
important marketing tool that helps in enhancing the value and the goodwill of the
organization. In order to acquire all the benefits of branding, the respective firm needs to
apply the brand equity model in the firm. The firm can apply Keller’s Brand Equity
Model, which is also known as Customer-Based Brand Equity (CBBE) Model
(Mindtools.com, 2019). With the help of this model, the respective firm will be able to
modify its brand name or brand equity as per the desires or aspirations of the potential
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consumers. For applying the model, the firm needs to follow certain steps. The first
step is to identify the brand. In this step, the firm will try to make the customers aware
regarding their brand with the help of effective marketing strategies. The firm will try to
match the perceptions of customers with the name of the firm in this step.
In the second step, the firm will try to give meaning to their brand. The respective firm
will try to perform as per the demand of the customers that will help them in giving value
to their brand. The respective model can be applied by the brands such as Apple,
Samsung, and so forth. The third step to this model is the Brand response. In this
step, the firm will try to collect the responses or feedbacks of the consumers in order to
justify the value of their brand. The responses can be collected via online mediums in
the most effective manner. The fourth and final step of the model is Brand
resonance. This is the most important and difficult step of the model. At this step, the
organizations are able to establish the value of their brand, and the customers feel
connected with the brand in the most significant manner (Mindtools.com, 2019).
With the help of this model, brands like Apple, Samsung and Coca-cola can establish
their identity in the market in the most effective manner.
Apart from the application of the respective brand equity model, the firm can enhance
the value of its brand by manufacturing the products in house. This will help them in
assuring the quality and will likewise satisfy the aspiration of the customers. By
performing the task of manufacturing in the premises of organization, the firm will
be able to reinforce its brand name in the market (Gupta, Czinkota and Melewar, 2013).
With the help of the above information, it can be stated that branding is very important
for the success of the business. There are a number of strategies and models that can
help the organizations to enhance and reinforce the value of their brand name.
Marketing also plays a vital role in the part of branding. With the help of effective
marketing, the firm will be able to analyse the concerns of the actual consumers. This
will help the organization in modifying the brands in the most effective and advanced
manner.
Conclusion
The above essay is highlighting the deliverables of branding and its significances
elements in this regards to Optimum Impression Ltd. With the proper study of this
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essay, it can be conjectured that branding helps in maintaining the consistency of
marketing and also assist in attracting the concern of consumers. The essay likewise
helps in concluding that Keller’s Brand Equity Model will suit best to the brands like
Apple, Samsung and coca-cola and will help them to enhance the boundaries of their
market with an effective brand name.
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M1 Evaluate how brands are managed successfully over time using
application of appropriate theories, models and concepts.
The brands are able to enhance the value of this brand name with the application of
Keller’s Brand Equity Model. The respective model is also known as Customer-
Based Brand Equity (CBBE) Model. With the assistance of this model, the individual
firm will most likely alter its image name or brand value according to the wants or
desires of the potential customers. For applying the model, the firm needs to pursue the
specific steps:
 Step 1 Brand identity
The initial step is to distinguish or identify the brand. In this progression, the firm
will attempt to make the clients mindful in regards to their image with the
assistance of successful showcasing methodologies (Mindtools.com, 2019). The
firm will attempt to coordinate the impression of clients with the name of the firm
in this progression.
 Step 2 Brand meaning
In the second step, the firm will attempt to give importance to their image. The
particular firm will attempt to execute according to the interest of the clients that
will help them in offering an incentive to their image. The particular model can be
connected by the brands, for example, Apple, Samsung, etc. (Gupta, Czinkota
and Melewar, 2013).
 Step 3 Brand response
The third step to this model is a Brand reaction. In this progression, the firm will
attempt to gather the reactions or criticisms of the purchasers so as to legitimize
the estimation of their image. The reactions can be gathered through online
mediums in the best way (Vanauken, 2016).
 Step 4 Brand resonance
The fourth step of the model is Brand resonance. This is the most significant and
troublesome advance of the model. At this progression, the associations can set
up the estimation of their image and the clients feel associated with the brand in
the most remarkable manner (Mindtools.com, 2019).
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(Figure 1: Keller’s Brand Equity Model)
(Source: By Author)
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Brandmeaning(perfromanceandimagery)Brandresponse(Judegemnetandfeeling)Brandresonance

M2 Apply appropriate and validated examples within an
organisational context
Apple is offering technical and innovative gadgets in the global market. The company
has enhanced its market efficiency worldwide by offering a different range of gadgets
and phones with innovative features. The essential motive of Apple is to develop
advanced techniques regularly through which new and innovative gadgets could be
regularly offered to customers in efficient ways (Vanauken, 2016). The company has
covered more than 50% of market share in the Country like USA and UK. The essential
factors behind the success of the company are developing effective brand management
strategies and implementation of branding extent strategy, which defines meaningful
features of the product to customers. Extension of branding strategy has helped in
developing a focus on customer demand and their responses on the innovative
products and services of the company (Gupta, Czinkota and Melewar, 2013).
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D1 Provide a critical evaluation that is supported by justified evidence
demonstrating a comprehensive understanding of branding within an
organisational context.
Branding holds a vital utility for the existence of the organizations. With the help of
effective branding, the organization are able to make remarkable progress in the
market. They are also able to reach out to new customers and can expand their
operations to the international market. Branding likewise helps in the process of
marketing. With the effect of branding, the organizations are able to make consistency
in the process of marketing that can yield them higher profits.
In regards to Optimum Impression Ltd, which is an advertising organization, it is
essential to guide different organization regarding the importance of branding. With
effective branding, the organizations such as Apple, Samsung and coca-cola will be
able to improvise their marketing strategy and likewise be able to enhance their
consumer retention rate (Vanauken, 2016).
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