Brand Management of Armani: A Comprehensive Analysis

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Brand Management

TABLE OF CONTENTS
Introduction....................................................................................................................................................1
LO1................................................................................................................................................................2
An explanation of the importance of branding as a marketing tool, why and how it has emerged in
business practice (P1). You will need to use examples and evaluate how brands are managed
successfully over time using appropriate theories, models and concepts. (M1).......................................2
Building the successful brand stages.........................................................................................................4
An analysis of the key components of a successful brand strategy for building and managing brand
equity (P2) providing appropriate and validated examples within an organisational context. (M2)........8
LO2..............................................................................................................................................................10
analysis of different strategies of portfolio management, brand hierarchy and brand equity management
(P3) with a critical analysis of the portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks(M3)................................................................................10
LO3..............................................................................................................................................................13
An evaluation of how brands are managed collaboratively and in partnership both at a domestic and
global level (P4) you should aim to critically evaluate the use of different techniques used to leverage
and extend brands. You must relate these to your chosen organisation. (M4).......................................13
Collaborative and partnership agreements..............................................................................................13
LO4..............................................................................................................................................................15
An evaluation of different types of techniques for measuring and managing brand value using specific
organisational examples. (P5) Include a critical evaluation of the techniques for measuring and
managing brand value in relation to developing a strong and enduring brand. (M5).............................15
Conclusion...................................................................................................................................................18
References....................................................................................................................................................19

LIST OF FIGURES
Figure 1: Logo of Armani................................................................................................................3
Figure 2: Brand pyramid..................................................................................................................3
Figure 3: Keller’s Brand Equity Model...........................................................................................5
Figure 4: Armani branded house.....................................................................................................6
Figure 5: Branding strategies of Armani.........................................................................................9
Figure 6: House of Brands.............................................................................................................11

Introduction
The brand management is a process for analyzing that how wills the brand perceives in a market.
The main aim of the large organization is to create the effective and strong relationship with the
consumers along with identifying the target market needs so that the activities of marketing is
performed in an proper manner. In the report, the chosen organization is taken the Armani that is
an Italian brand which is responsible mainly for the distributing, manufacturing and designing
the several kinds of the products like leather goods, eyewear, watches, jewellery, cosmetics and
shoes. It also manages the other sub-brands under one brand name through mergers and
collaborations such as Armani exchanges, Fiori, Armani Emporio and Armani jeans. The report
will currently be focusing on the proper analyzing of the brand which is the key component and
effective marketing tool in the context of building the successful strategy of the brand.
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LO1
An explanation of the importance of branding as a marketing tool, why and how it has emerged
in business practice (P1). You will need to use examples and evaluate how brands are managed
successfully over time using appropriate theories, models and concepts. (M1)
To assign the brand management duty of the Armani along with effective development of
strategy at the Beloved Brand to satisfied more and more customers. Also, the marketing
department in managing a brand plays an important role to revitalize the organization brand and
also the brand revitalization.
Armani is one of the strong brands which support to increase the organization value and also
support the behaviour of the employees in the context of achieving the organizational goals and
ease the customer handling process. The name of the brand also provides the perception in the
consumers about product quality (Lilleker, 2015). The organization brand name is assisting in
receiving the market revitalization, building trust, gaining the attention of the customer towards
the product, branding role as the tool of marketing is understood are as follows:
Customer loyalty and relationship: Also brand is highlighting basically the effectiveness and
quality of the goods which ensures the higher customer satisfaction towards the products quality.
This also supports enhancing the strong relations with the consumers with a brand and its
retention.
Trust: The Armani product is very expensive and costly, therefore this is important for an
organization to properly plan the strategies so that to gain the trust and interest of the consumers
towards the term of quality. Also, an organization brand is assisting in developing the trust of the
consumers.
Recognition: The brand component includes the Armani logo which acts as the business face.
The people also recollect instantly and also recognize the logo due to the power, meaningful and
simplicity. Therefore, the organization logo is assisting in the easy reorganization and marketing
of the services and products (Schroeder, 2017).
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Figure 1: Logo of Armani
(Source: pixels.com, 2018)
Brand development by using the brand stages or pyramid in the brand development
The name of the organization ‘Armani’ is highly recognized and well-known brand which
provides the expensive and quality products that is designed uniquely for attracting the higher
class of the consumers. Armani marketing department also ensures that the aimed of the target
market should be achieved and the proper awareness regarding the products should be there
which helps the consumer to use their products freely. The brand pyramid also supports for
determining the several stages which support for the effective strategies development and growth
to attain customer retention.
Figure 2: Brand pyramid
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(Source: Patrick ‘Mad’ Mork, 2018).
The most effective methods in an organization are the brand pyramid which is used for proper
analysing and determining of the attributes and features regarding the services and goods that is
used for attracting the higher customers. The brand pyramid is the inverted cone which shows up
to five levels for providing customer satisfaction as well as enhancing the organizational
revenues (Cornwell and Lee, 2016). The five levels are as follows:
Attributes and features: Armani organization is providing goods such as perfumes, watches,
glasses, cosmetics and many more. Also, this organization is operating in large numerous
countries to satisfy the higher customer needs and demands. The several sub-brands also provide
the quality of the products which is used for customers satisfying needs and demands.
Functional benefit: Armani organization services and products should be of the good quality in
the context of fulfilling the higher customer’s needs and preferences. The customers at high end
also not want in compromising the product at higher cost (Plumeyer et al., 2017).
Emotional benefit: The elements of the brand include the factors of both intangible and tangible
such as higher customer’s satisfaction, loyalty and trust which are the part of the emotional
benefits. Also, an organization is looking forward to satisfying all the emotional customer needs
as well as demands so that strong relationship with the customers is established.
Core values: An Armani employee’s needs and preferences are to be served in a proper manner
along with proper leadership and motivation level as well as a healthy working environment
which is used for supporting an organization with the improved performances and working
styles.
Brand idea: An idea of the brand is recognized and developed effectively to satisfy the
consumers and get better experiences. Armani organization also needs to concentrate on the
product quality instead of the price (Heding et al., 2015).
Building the successful brand stages
An organization is also striving for achieving the excellence by proper management of the
branding strategies. Armani main aim is to properly build the brand which enhances the market
value and also increases in the brand equity. The most appropriate model which is suitable for
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managing the brand is Keller’s brand equity model which is used for establishing the successful
brands. Also, this model is focusing more on determining the consumers’ preferences and
formulating the appropriate strategies which are used for supporting higher customer satisfaction.
Figure 3: Keller’s Brand Equity Model
(Source: Hitesh Bhasin, 2019).
Brand identity: Armani need to take the advertising and promotion of the several organizational
activities so that brand details are managed and properly communicated to consumers and the
main reason why the specific is needed to prefer towards the other needs for explaining. The
brand identity establishment is also important for organizational success. For example, the
gamble and Procter organization are focusing more on the customer attention and satisfaction by
proper investment on the charitable activities and performances (Ding et al., 2016).
Brand meaning: The logo, design, shape and colour of the brand are thought well so that the
organization can communicate with some of the effectiveness of the product utilization,
reliability and quality to a potential user. Brand performances are important for creating the right
perception in the consumers. Also, the brand logo and name gives some clues of a product and
services. For example, the Nike logo is depicting the products correctness or perfection.
Brand response: This refers to the consumer reaction towards the brand quality and also the
product utility after the purchasing of the first product. Also, the consumers are expecting the
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similarity of the commitment and quality among the advertised and actual product. For instance,
the product quality and the long lasting is effecting on the advertised and sold by the Armani
organization which creates the positive thought of the brand (Hajli et al., 2017).
Brand resonance: It is the higher stage for managing and establishing the brand in which the
strong relation of the customers which is built for supporting the brand growth and development.
In such types of the situation, the consumer did not prefer in shifting the same types of products
to the different brands. For instance, Rolex watches user not prefer in shifting the different
watches pattern due to the brand resonances.
Figure 4: Armani branded house
(Source: www.famouslogos.us, 2018)
Strategies for brand extension, reinforcing and revitalising brands
The most effective strategy of marketing is the brand extension which is used by many
organizations for the launching of innovative products in under the new and existing brand. For
instance, the brand extension of the Armani hotel is the existing brand of the Armani. If in the
market, the brand name recognition is easy then for that organization the product selling is more
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effective and quick. Also, customers are being attracted towards an organization product which
is due to existing brand name which is effective in the market (Wheeler, 2017).
The strategies of the brand reinforcements are also adopted by an organization which is used for
ensuring and motivating the consumers to buy their products more and more and this is only
possible if the customer is satisfied and attracted towards purchasing of their first product with a
particular organization. Brand reinforcement is the most effective tool of marketing which
supports in building strong customer relations with an organization. For example, Armani junior
is reinforced only with the appropriate resources and products quality utilization.
The organization brand revitalization is referred to the establishment process of innovative and
new strategies on the product or an organization brand which has reached to the saturation higher
level and its return and profitability that is needed to be improved through the brand expansion,
product innovation as well as business expansion. For example, Armani Emporio strategy for the
product innovation supports an organization for generating continuous revenues (Brexendorf et
al., 2015).
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An analysis of the key components of a successful brand strategy for building and managing
brand equity (P2) providing appropriate and validated examples within an organisational context.
(M2)
The brand is mainly referred to a unique organizational identity which differentiates the
organization product, services and images to the other competitors. It also supports in the easy
interactions from customers as well as also easy in creating awareness in the society. On the
other hand, brand equity refers to a brand commercial value that is depended on the customer’s
perceptions and notions towards the services and goods quality. Armani marketing department is
also responsible for the planning of the strategically activities so that the changes which are
regular are made in a product for achieving the success of the brand (Beverland, 2018).
To strengthening the strategies of brand equity
The organizational brand equity refers to the brand level and satisfaction level value which is
achieved form the customers. Armani organization designs the strategies in its business
effectively so that to strengthen the brand equity of the organization and also to gain customer
retention and attention.
Products and services quality: Armani organization also needs to ensure that proper product
quality should be there in among all the chain which is used to attract the higher customer level
to achieve the maximum profits. The product which is innovative is sold on the trial basis in the
market to analyse and determine the customers and product quality response towards the specific
products.
Consistent brand image: The existing of the several sub-brands are also there in the Armani
organization which uses the Armani original branding name for selling of its services and
products in a market. This is crucial for an organization manager of all the sub-brands which
ensures that not initially the quality should be maintained but also in the future also which is
used for ensuring the performance consistency in a market. The higher customer relations and
base should be also proper in the future by the appropriate branding and advertising of the
activities (Speed et al., 2015).
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Figure 5: Branding strategies of Armani
(Source: Luxury fashion, 2016)
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