Brand Management Report: Comparative Analysis of Apple & Samsung

This report delves into the intricacies of brand management, using Apple and Samsung as case studies. It begins by highlighting the significance of branding as a marketing tool and its role in business practices, exploring key components for creating and managing brand equity. The report then examines various strategies related to portfolio management, brand hierarchy, and brand equity management. It also discusses the collaborative nature of brand management at both domestic and global levels, followed by an analysis of different techniques for measuring and managing brand value. The report emphasizes the importance of brand promise, target audience, perception, brand values, brand voice, and brand positioning. It also examines brand awareness, perceived quality, brand experience, brand preferences, and brand loyalty. Overall, the report provides a comprehensive overview of brand management strategies, offering insights into how Apple and Samsung have achieved their market positions.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Importance of branding as marketing tool and its management in business practices..........1
P2 Key components of for creating and managing brand equity................................................3
SECTION 2......................................................................................................................................5
P3 Various strategies which are related to portfolio management, brand hierarchy and brand
equity management.....................................................................................................................5
P4 Brands are managed collaboratively and in partnership both at domestic and global level. .7
P5 Different types of techniques for measuring and managing brand value..............................9
CONCLUSION..............................................................................................................................11
REFERENCES .............................................................................................................................12

INTRODUCTION
Brand management is a concept in which a company analyses and makes a proper plan
about how they can remain in the market for a long period of time (Brand Management, 2018).
While developing, it is essential that organisation maintains healthy relations with the target
market areas. Through this process, one can give a tough fight to rival companies so as to stand
in a superior position (Du Preez and Bendixen, 2015). Thus, brand management uses certain
tools and techniques to increase the value of their products. This helps an organisation to know
about their core value among the customers so that they can make changes if required. Apple and
Samsung are the leading companies that manufacture mobile phones. Both the organisations are
selling their products all over the world and getting maximum number of profits in return. In this
report, researcher will evaluate whether brand image is providing them any benefits or not. For
which tools company are using for managing and calculating brand value in the market as time
passes. Other than this, it will show the way an organisation has expanded both nationally and
internationally.
SECTION 1
P1 Importance of branding as marketing tool and its management in business practices
According to the current market situation every company has its own brand value which
makes them unique from other firms at market place. For attracting more and more people
enterprise uses symbols, signs, catchy tag lines etc., this assist consumers to differentiate
between products which are manufactured by other competitors. Through this they can find their
commodities more easily.
Basically, the purpose of brand management is to provide a different image in front of the
customers. By producing high quality of commodities as per the needs and wants of their
customer they can attain advantages in business operations. This will also helps companies to
win the loyalty of their consumers for long duration. Both these brands are are giving quality
products to their customers and they are happy using their commodities. Apple mobiles are
manufacturing various products like iPod, mac book, iPhone, iPads etc., whereas Samsung make
commodities which are tablet, mobile phone, gadgets and many more. People can know about
their goods from internet, social media sites which is the trending source nowadays (Gromark
and Melin, 2011). Apple and Samsung are highly reputed company and have expanded their
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business in areas where they can gain maximum profits. Products which they produce can be
used by men, women and children. Mainly, people who love to show their status in the society
buy their commodities. With the change in current market place companies have made some
alterations like earlier they use to make simple phone with basic features but now they have
started making smart phone. Thus, to establish themselves more effectively organisation uses
certain strategies and tactics which are using by other rival firms. Leaders and managers of
Apple and Samsung are using appropriate plans in order to achieve their set goals and objectives.
They are using recent tools for manufacturing their products in appropriate manner. Here, some
of the elements which have been utilised by both the companies are given below:
Improve status in market: Maintaining status in the market is essential for companies
and for this they uses various symbols, tags by which their customers can recognise the brand.
This helps organisation to build unique identification in front of their clients. Apple and
Samsung both have different signs which aid customers to identify their products (Valette-
Florence, Guizani and Merunka, 2011).
Branding helps in holding position in market: Trust is an essential element which every
company should keep in mind before introducing any product in the market area. Manufacturing
products according to consumer's wish will always improve their status in market areas which
will assist their firm to gain better position in the market.
Support in advertising: Apple and Samsung are using recent trends of advertising so that
they can reach to every person in the world. They have made advertisements which are very
attractive and broadcast in many channels. Social media sites are also being used by them in
order to aware people about their current products. They are using many famous faces as their
brand ambassadors which is assisting them to attract more number of persons. Thus, they are
helping them in increasing their sales and productivity.
Forms value which is related to finance: Brand management by using brand equity and
appropriate tools they can generate funds other than IPO(initial profit offering). Funding is not a
big issue for both the companies as they are already has a famous name around the world.
Attracts more consumers: Companies main aim is to create maximum profits which
assist them in attaining their objectives. As they are providing maximum benefits to their
customers, by this they are attracting more and more people. Gradually it is helping them in
generating more profits and sales (Förster, 2011).
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Some of the differences are mentioned below which makes products and brand different
from each other are as follows:
Products Brand
Products are manufactured by using raw
materials, which is for fulfilling the needs and
wants of the customers.
In brand they produce goods which are
superior in quality. They use various mediums
for promoting their activities.
In this category products are not unique in
nature which can be copied by any other
companies.
Their products cannot be copied by any other
organisation and if they do so than they have to
take permission from executives of the
company.
Hence, it is essential for firms to create a brand image and brand equity using
appropriating tools and techniques. This enable them to enhance their market values and
reputation in order to give tough fight to their competitors.
P2 Key components of for creating and managing brand equity
Brand strategies helps them in making plans which assist them in attaining long term
benefits. It aid them in achieving their set target an goals in specific time period. For this brand
managers of both the companies ensure that they are applying innovative ideas which will make
them better in market area (Zenker and Beckmann, 2013). Communicating on a regular basis
with their customers will assist them to know about the behaviour of their clients so that they can
manufacture products according to their consumers. It will aid them in attaining superior position
from other rival organisation.
Company uses certain elements which they acquire for managing and successful business
operations. For running their business smoothly in an effective manner it is require for firm to
provide best quality products to their customers. Thus, it is essential for management team to
perform certain actions through which they can give competition to their rival companies. Some
of the elements which are used by managers for brand strategies are given below:
Brand Promise: The prime duty of companies must be to provide superior quality of
products to their customers which are best in class. For this organisation should look for all
possible resources which will provide them better results. Through this they can increase their
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sales and productivity (Rauschnabel and et. al., 2016). Apple is most reliable firm whose
products are used by large number of people. Although the rates of their commodities are high as
compared to other products but they provide satisfactions and builds status of people in the
society.
Target audience: Those who buy the products comes under this category. Thus, it is
necessary that organisation should manufacture goods according to the customer's needs and
wants. For having a growth in market place company should consider the brand strategies which
is a crucial part in business organisation (Melo and Galan, 2011). Apple has introduced new
ideas related to designs like apple smart watches which is providing them with better facilities.
Perception: It can be said that perception is made by person's reviews. Hence, it is
essential that supervisors of the company motivates and encourages workers do their work in a
proper manners so that firm maintain their image in front of their customers.
Values associated with brand: Values of companies differ from company to company
thus, managers should make strategies according to organisational norms. They should be able to
solve problems which are creating problems in their business operations.
Brand voice: In this company should make sure that they are able to convey their
message about their products which will enable them to increase their sales and profits. They can
use suitable mediums like newspaper, televisions, internet etc., through this methods customers
will not have any second thought about their products.
Brand positioning: This shows the genuine positions of an organisation in market place
hence, company should use proper raw material fro making final goods. They can also measure
things by which they can know about the exact brand value in current market situations.
All these factors are essential to be followed by both Apple and Samsung so as to manage
their work in a proper manner. Brand equity plays a prominent role so, it is necessary that
company is creating a good brand equity (Chauhan and Pillai, 2013). The other name of brand
equity can be brand value which is reviewed after an individual's perception which he/she have
after using their products. Brand equity can be generated after using best quality products.
Therefore, it is required for company to make proper plans and strategies which they can apply
in order to get better brand equity. The factors through which they can maintain a healthy
relation are mentioned below:
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Brand Awareness: This is one of the important part of a company which manage
promotional activities so as to make sure that every body is aware of the products which they
have manufactured. They must also ensure that materials which they are using are valued by
their customers.
Perceived Quality: This can be attained by giving their customer's with best quality
products according to their needs and wants. For this it is essential that they maintain their good
image in front of their consumers so that they can work in proper way. This will assist them in
maintaining a good relation with their clients (Williams Jr and Omar, 2014). So, before
introducing any commodities they should make sure that they are fulfilling the needs and wants
of their customers in a proper way.
Brand Experience: It can be evaluated after the products are used by their customers.
This can be bad or good for example: if a person is not happy with the product used by him/her
that it can act as a negative comment on their commodities if an individual is satisfied with the
product than that will create a positive image in front of other people. Thus, this will gradually
enhance the productivity and sales of an organisation.
Brand Preferences: Apple is already a big name, so it is important to maintain a healthy
relation by providing them quality products and services to their clients. Hence, this is assisting
them in gaining better position at market areas.
Brand Loyalty: This can be gained on the basis of the performance of the company. For
this organisation have to provide their customers with superior products on continuous basis so
as to maintain their loyalty for long period of time.
Therefore, all these elements should be followed by an organisation in order to maintain
their brand equity. From this company will get a better outcome and results.
SECTION 2
P3 Various strategies which are related to portfolio management, brand hierarchy and brand
equity management
Organisation should implement certain plans and strategies from which they can get maximum
profits from their commodities. They use best suitable mediums through which they can
promote their commodities. Multinational companies have different sectors who make perfect
strategies which they can use for increasing their profitability and productivity. Brand equity
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helps an organisation to fulfil all requirements by introducing better goods and services.
Brand portfolio strategy
Brand portfolio come into consideration when company deals in more than one brand.
Organisation tries to collaborate all other brands under one single umbrella. For example, Apple
provides several products like Apple TV, watch, electric cars, iPhones, Apple energy etc., and
for this they are making schemes and strategies which can be understood by given terms which
are mentioned below:
Driving revenues and profits growth: Under this company's mainly focuses on designing and
implementing new innovative programmes so that they can seek attention of more and more
people. It helps them in creating a positive image in front of their customers and at market place
as well. This assist them to keep their consumers connected with their company for long period
of time.
More efficiency: Efficiency depends upon the tools what the company is using while
manufacturing their products. Thus, it is important that organisation is running according to the
current scenario. Apple has introduced a system i.e. iOS which is unique in nature and it has
already been patent by this company thus, any other firm cannot take in it in use. This process
can be stated as one of fastest processor in this era which is giving heavy capabilities to users
like rendering big files and etc.
Investment in Business: In this enterprise can increase their funds using various activities.
They can tell about their new products to their stakeholders who can invest in their business.
Thus, Apple have generated money which they can invest in their business operations.
Management hierarchy of Apple
Umbrella brand: Under this company manufacture different products under a single umbrella.
This aid them in having a positive image about their organisation. It differs from brand
extension as in umbrella branding same sought of commodities comes under a single brand
name.
Products: Apple is offering products like mac book, iPhone, Apple Television etc., they have
implemented different schemes and methods in order to acquire the large of market area.
Samsung:
Umbrella branding: This also use umbrella branding so as to sell various kinds of products
under single brand.
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Products: They manufacture different commodities with this brand name like Samsung pro,
Samsung J series etc., this is helping them to establish themselves more effectively.
Brand equity: Under this they tries to fulfil the all the requirements of their customers so that
they can maintain the loyalty of their consumers for long duration.
CBBE model (Consumer based brand equity)
CBBE model is used by an organisation in order to manage their brand equity in appropriate
manner. This model was given by Sir Kevin Keller. In relation with this he said that brand can
be said as a term that defines feelings and perception of an individual, that helps them to
provide better facilities to their customers. This enable them to promote about their products in
proper way.
Advantages of CBBE model
Brand identity: This assist customers to recognise a particular brand which they are using. For
this they use symbols, signs, catchy tag lines which make them unique from other rival brands.
Brand meaning: It helps an individual to determine them about their commodities so that they
does not misinterpret the plan and strategies which they have implement.
Brand response: Under this company can identify about the response of their consumers
towards their products. This assist them to attain more and more profits that will gradually
enhance the performance of their business operations.
Brand resonance: This aid them in making a positive icon in front of the eyes of people who
are using their products.
P4 Brands are managed collaboratively and in partnership both at domestic and global level
Companies are able to prosper and enhance image in market, if people easily identify and
differentiate product from other brands. This is possible as manager is using various marketing
devices to attract customers by informing them about firm offerings. So, firm is able to position
themselves superior than competitors as they manufacture items according to need and wants of
people (Christiaans, 2012). This has been evaluated that Apple and Samsung have sufficient
market price, which benefit them in regulating their brand image in better manner. They have
expanded their business globally through which they are able to increase customer base. Both
companies provide variety of different range products, through which they are fulfil requirement
of various sections of society. Superior conduct market survey to enquire about people
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requirement and products offered by other brands. This benefit firm to earn adequate revenue by
offering products according to need and wants of customers.
Brand Extension: In enterprise executive can increase their offerings by adding new
items and with diverse elements under same brand name. This help them in making customers
loyal and to influence their purchasing behaviour (Morgan, Pritchard and Pride, 2011). This
strategy is used by executives when they have efficient thoughts of expanding product portfolio.
Hence, they are able to enhance their market value by making modification in their items. As,
Apple and Samsung offer variety of products through which they are able to make customer
loyal towards their offerings. These are various brand extension methods which are stated below:
Line extension: This tactic is used by firms to increase their customer base; by providing
various items under parent brand to attract new customers. Superior are able to improve
profitability by offering different variety products to customers in respect to their preferences.
So, this benefit company to enhance their market share (Singh, Iglesias and Batista-Foguet,
2012). This strategy is used by Apple through which new market segment are easily targeted. By
adding new features and offering various items in same product line, so that they are able to
attract new clients. So, superior make modification in products in according to people needs and
according to other brands. This advantage firm to position themselves superior than competitors.
Category extension: This strategy is used by firms through which they provide unrelated
products under parent brand name. Superior provide diverse offerings so that they are able to
fulfil all requirement of people and thereby increasing their market share. Apple uses this tool to
target new segment in marketplace; so that superior are able to improve their profitability (Da
Silveira, Lages and Simões, 2013). By providing various different kind of offerings through
which they attract new customers. This benefit firm to enhance their market value by fulfilling
requirements of people.
Henceforth, both Apple and Samsung are companies which have good share in market; as
they provide various offerings to people in according to their need and wants. But, Samsung is
less popular than Apple as they require to add more luxury products through which they are able
to enhance their goodwill.
Brand reinforcement is concept which administration uses to improve their business in
external world. They have complete knowledge of their company performance in marketplace.
They direct superior that they conduct market survey to enquire about reputation of their
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offerings; and rival firms products. By acknowledging about requirement of people and changes
that have taken place in their preferences. Thereby manufacturing products and services
accordingly. Companies utilises this strategy to attract people by informing them about
products, its features and benefits. As in case of Apple, manager uses this strategy for aware
people about their brand and its offerings:
 Firm improve their broadcast messages to attract buyers attention and also to revive them
about existence of products; if they have forget about it. This benefit superior to compete
with rival brands.
 Management offer quality products and services through which they are able to retain
customers for longer period. This benefit enterprise to enhance their market position and
earn sufficient revenue.
Therefore, partnership is used by executive to improve their business in marketplace. So,
Apple and Samsung can accomplish targets if they both collaborate with each other. This benefit
superior to manage brand value by fulfilling requirement of customers.
P5 Different types of techniques for measuring and managing brand value
Administration offer variety of products and services to people which are according to
their need and wants. They uses various marketing tools to inform customers about their
offerings and induce them towards their items (Syngal and et. al., 2015). So, by this firm is able
to crate brand which benefit them to increase their reputation in marketplace. Superior require to
use various methods to compute and regulate brand value of products. By providing offering in
according to customer need and wants, through which company is able to enhance customer
base. As buyers are important part of every company, so it is necessary that firm provide
adequate items to them. Apple and Samsung are both popular firms which are providing various
electronic items to people (Loureiro, Ruediger and Demetris, 2012). Management require to
make improvement in technologies so that they provide advanced products to customers. They
evaluate brand value to enquire about their present position in market and its reputation in
regard to rival firms.
Measurement of brand value is required when:
 Financial report formation is being required by organisation.
 To set prices for products which is to be charged from buyers.
Henceforth, these are various tools used by administration of Apple and Samsung:
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Qualitative techniques: Superior offer products in according to need and wants of
people, and take care that items are of good quality. So, by taking feedback from buyers about
their offerings and to acknowledge about value of brand at market. Marketing division uses
projective technique, free association, experimental methods to analyse about demand of people
and company image.
Quantitative techniques: This tool is used by superior for making appropriate decisions
which are beneficial for firm. By ascertaining cost and revenue and through this prices for goods
are set which are to be charged from customers. Firm require to utilise resources efficiently so
that they are able to deliver offerings according to buyer demand.
Comparative techniques: This device is used by superior to enquire about clients
experience in respect to firms offerings. By conducting market survey, to know about
competitors products and their image in market (Iglesias, Ind and Alfaro, 2013). Thereby,
manager require to offer items through which they are able to attract customers. These are
various tools which are used by superior to sustain their share in market are stated beneath:
◦ Marketing based comparative approach
◦ Brand based comparative approach
Apple Samsung
Apple is known for providing best quality
products and services to their customers. They
manufacture goods which are high in class and
status. Company is using various types of new
tools and technologies which is aiding them in
producing goods in better way. Some of the
methodologies are mentioned below: Free awareness: Under this company
evaluate whether they are
manufacturing products according to
customers needs and wants.
 Brand awareness: Through this they
can aware their consumers about their
latest products which they are going to
On a large number they are operating their
business operations for which they are using
tools which are according to the current
scenario. Hence, from this they are giving
tough fight to their rival companies.
Methods used by them are mentioned below:
 Brand based comparative approach:
In this behaviour of customer is
necessary to be identified by the
company.
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launched.
Brand equity audit sand tracking techniques: To conduct an audit it is essential to follow
certain steps which are as follows:
Market context: Apple and Samsung should make sure that they have evaluated every
forces which is influencing their performance whether in a positive or negative manner.
Brand equity strength and weakness: Company should identify the market value from
which they can know the behaviour of their buyers so that they can make changes accordingly.
Brand equity description: This helps supervisors to know about the consumers reviews
about a particular products.
There are mainly two approaches which is applied in system for having a smooth
business and they are as follow:
Research based approach: Under this approach they helps them to identify the current
market position in market place.
Financially driven approach: In this companies contribution to economic values is
considered. Finance is based on past activities which help them to analyse current condition of
their business operations.
CONCLUSION
From the above report it can be concluded that brand helps any company to make their
products unique from the rival organisation. By creating good brand value they can give tough
fight to competitors. There are different tools and techniques which is essential for the company
growth and development. Brand portfolio strategy are used to maintain the customer relation in
an effective manner. CBBE modal also followed by the organization in regards to obtain the
clients connection. Various kind of strategy are used in order to measure brand Equity.
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Online
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