Brand Management: A Comprehensive Analysis of Bluewolf UK

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BRAND MANAGEMENT
BLUEWOLF UK

Table of Contents
LO1- Demonstration of how a brand is created and managed by the time.....................................3
P1- How to use branding as a marketing tool and also how to evolve it.........................................3
P2- Successful branding tactics to serve the business purpose........................................................3
M1- Principles & theories as a base for branding............................................................................4
M2- Illustrations to clarify the idea of branding & its management...............................................4
LO2: Analyzing how brands are organized in portfolios and how these brand hierarchies are built
and managed....................................................................................................................................5
Analysis of different strategies required for portfolio management, brand hierarchy and equity
management (P3).............................................................................................................................5
Critical analysis of the portfolio management, brand hierarchies and equity management through
the use of proper theories, models and framework (M3).................................................................6
LO3: Evaluation of how different brands are leveraged or extended in the domestic as well as in
the international market...................................................................................................................7
Evaluation of collaborative brand management and how it is managed in partnership both at a
domestic and the global level (P4)...................................................................................................7
Use of different appropriate techniques that are used for brand leveraging and extension (M4)....8
LO4: Evaluation of different techniques required for the measurement and the management of
brand value over time....................................................................................................................10
Evaluation of different types of techniques that helps in the measurement and management of
brand value through the use of specific organizational examples (P5).........................................10
Critical evaluation of the techniques those are used for measuring and managing the brand value
through the development of a strong and endurable brand (M5)..................................................11
Conclusion.....................................................................................................................................12
Reference List................................................................................................................................14

LO1- Demonstration of how a brand is created and managed by the time
P1- How to use branding as a marketing tool and also how to evolve it
The importance of branding in the business is well-understood by the modern marketers. In this
duration, a business needs to have a strong branding tactic to excel in their domain. Despite the
funding requirements, revenues, and the size of the company, one of the most grounded
differentiators an association can have is its image. In any case, brand quality doesn't occur
without anyone else. It's an upper hand that should be earned. It takes hierarchical self-reflection,
center, and order to make a brand that clients favor over contenders. The main reason behind the
need for branding as an effective marketing tool is stiff competition. Also, the best part of the
process of the brand name is the target market is the core essence, which is surely in favor of the
concerned organization. An effective brand name is helpful to build up the validity of the
product, Ways to connect with client’s brain research and associate with them sincerely and to
create a steadfast client base.
A reliable branding or advertising is significant in light of the fact that not exclusively is it what
establishes a critical connection on purchasers. It makes the consumers to be able to buy or
purchase the products which are required for improving the reputation of the firm. The image of
the business will be improved through branding and it also possesses an identity for the brand.
P2- Successful branding tactics to serve the business purpose
Brand strategy- The tactic under which specific long term goals are well-defined and evolved
over the updating of the business practices. Basically, the combined components that comprise of
the character of your business are the strategies. Also, these tactics should cater well to consumer
needs and competitive environment. In B2B, your intended interest group is as yet the in all
probability purchaser for your item or administration, but since the idea of the acquiring
procedure is increasingly unpredictable in B2B, you'll look not exactly at which organizations
are probably going to purchase from you, however at who inside those organizations are going to
settle on those choices. It is just the way you like helping individuals and feel great when a
fulfilled client calls to bless your heart. Possibly this is on the grounds that you like the general
population who work for you, and like watching them prevail alongside you. Odds are, your

business implies more to you than cash. You have to formalize whatever that reason is in a
dream explanation. Your vision articulation tells workers and clients alike your identity and what
your motivation is. It communicates your business technique and your basic beliefs legitimately
to your intended interested audience.
M1- Principles & theories as a base for branding
In a circumstance where you are pitching your item or administration to numerous clients, it's
ideal to initially associate every one of them to a typical stage, and after that articulate plainly
what's there for every one of them. The objective ought to be to produce a drawing in the
discussion which will enable you to change observations, analyze desires, and manufacture
clearness in the exchange.
Brand loyalty theory- Under this theory, one can see how a consumer relies on the brand. It
could be an emotional attachment, brand evaluation or just a behavioral aspect that keep the
customer in a long term relationship with the brand. When they have such an inclination towards
the brand name they never even go to try out any other company’s product for their usage.
The ultimate branding theory- Typical components are considered under this theory which
includes- an assignment that portrays the standards of the business as well as makes people
aware of it.
The value-based, theory- This theory focuses on the long-term customer value and quality of
product delivered. So, they work solely towards the indulgence of the customer as they have the
supreme power to take the brand on the top.
M2- Illustrations to clarify the idea of branding & its management
Great & reliable branding helps shape customer observations and basic leadership conduct. An
incredible brand line up with your business' bigger market system and purchasers needs. Solid
brands cast a dream and impart the interesting estimation of the brand in a packed commercial
center.
Illustration of traditional bank-Customary banks has numerous branches and was moderate to
make simple to utilize portable applications. Straightforward has no branches yet they
concentrated on their incredible portable application when most banks’ applications were
burdensome and awkward. Customary clients esteemed administrations, for example, home
advances, CDs, and bank employees.

Example of Gillette brand- Gillette has turned out to be one of the most important and
recognized shaving brands in this world. They are selling the razors and the blades which are of
high quality. Dollar Shave Club is the competitor and this has made Gillette tough to compete in
the market where it is operating. A brand is not only an important marketing but it is also
considered as the communication tool for selling the products or services for the firm.
LO2: Analyzing how brands are organized in portfolios and how these brand
hierarchies are built and managed
Analysis of different strategies required for portfolio management, brand
hierarchy and equity management (P3)
In order to run a successful business it is really very important to take the necessary steps or to
play the basic actions on time followed by strong decision making ability. Making a portfolio
helps both the manager of the organization as well as the decision maker where it helps to reduce
the extra operation cost. There are two different strategies that highly help in the proper portfolio
management. These two strategies are known as ‘active portfolio management’ and ‘passive
portfolio management (Cawsey and Rowley, 2016). The active portfolio management deals with
all the active services like purchasing of goods, selling of products etc that helps in obtaining the
maximum benefits with a low operational cost. On the other hand, the passive portfolio
management deals with some specified portfolios that are designed based on the present market
situations (Neupane, 2015).
There are three major components that play an imperative role in the brand equity management.
These t6hree components are awareness, communication and reputation. The entire strategic
system depends upon these three major factors. In order to create a successful and sustainable
business, it is really important to deal with all these three major components. Awareness creation
is the very first step towards it where an organization needs to deliver the correct information
about its products and services to the target customer. This helps in creating the brand image as
well as creates awareness about the product and services of that particular company (Aichner et
al. 2017). Again, communication process helps in understanding the actual need of the target
customers. Keeping a good communication with the target customers help in addressing the

feedbacks that comes from the customers end. This helps in improving the quality of products
and services (Hafeez et al. 2016).
Critical analysis of the portfolio management, brand hierarchies and equity
management through the use of proper theories, models and framework (M3)
The Bluewolf Company conducts its operations following the master brand architecture of
business. This architecture consists of a simple hierarchy within the organizational structure and
has different individuals assigned with different departmental responsibilities. The activities are
also performed and managed according to the active portfolio management as the main strategy.
This is because the company management needs to maintain a proper balance between in the
available resources to accomplish any work and the demands for different works and projects
made by the clients. The company managers after deep research have chosen the Keller's brand
equity model based on its reliability for different operations so that it can receive and retain huge
number of customers for long-term business (Liu et al. 2016).
LO3: Evaluation of how different brands are leveraged or extended in the
domestic as well as in the international market
Evaluation of collaborative brand management and how it is managed in
partnership both at a domestic and the global level (P4)
An organisation belonging to medium scale group has more chances to successfully establish
itself in the market if it works in a joint venture and collaboration with a different organisation.

The Bluewolf IT Consultancy Solutions Provider Company performs its operations of managing
the financial and performance details by using the collaborative brand management technique.
The performance of an IT services provider organisation can be made even more beneficial for
the people if proper security is provided from external attacks and software infections. Hence,
the Bluewolf Company can introduce its services after collaborating with an antivirus company.
Due to the enhancement in quality, the organisations and their services are more likely to receive
positive feedback from customers. This is very helpful at both domestic and global levels
because the domestic levels will allow and IT consultancy company to work collaboratively with
local small firms for advertising purposes. In addition, the company can collaborate with a
different organisation at a global level for launching its products and services in a different
language where the translation related activities are to be done by the other companies (Kotula et
al. 2015).
Compatibility of any software product increases when the IT Company works in collaboration
with other companies to provide the best services. There are some technical issues that are likely
to occur while using the services, the customers might not be able to fix the issues or even figure
them out without the assistance of a tech savvy person. Therefore, the technical support
department needs to be outsourced by the company so that it can focus on its core operations of
research and development related to the software services. Joint ventures are very important for
IT consultancy companies because they often developed software products and dispatch them to
their customers using compact discs. Therefore, the packaging and transportation needs to be
done by a different company working as a joint venture with the primary organisation ( Jones et
al. 2016).
Use of different appropriate techniques that are used for brand leveraging
and extension (M4)
Almost every organisation facing a tough competition in the market uses brand leveraging
technique to increase its customers’ base. There are some organisations that already have an
advantage in terms of reputation among its customers. Hence, reputation and power of an
organisation that has already become popular among the people is used by a different brand
under some joint venture contract so that the trust on the new brand can be established. Brand
leveraging also includes using the popularity of the brand by the same organisation to launch a
new product belonging to a different segment. For example, an IT services provider company

that has gained expertise in providing banking and Record Keeping activities can use its expert
reputation among its customers to launch an anti-virus. The companies need to provide best
quality products to its customers while using the brand leveraging technique because the existing
reputation of the company can also suffer in case of compromise in terms of quality of the new
product (Resnick et al. 2016).
The brand extension forms and important aspect of business for companies from every industry
because an organisation needs to expand its variety of services and products to avoid dependency
on a single entity. The extension for expansion of its products and services reduces the
vulnerability factor for the organisation because it can gain more customers and secure its future
options. The business activities performed by Bluewolf involve accounting services and software
platforms used for banking purposes. Moreover, it also develops user interfaces for different
companies to allow login and basic operational facilities to the employees of those companies.
However, since the competitive levels are very high in almost every individual sector operation,
it becomes important for the company to follow the brand extension technique and introduce new
services within its brand (Astrachan et al. 2018).
There are three important strategies that can be followed in order to use the brand leveraging
technique. The first strategy is known as brand stretching that includes introducing a new
product that replaces an already existing item. It is also known as vertical extension because an
organisation chooses this strategy when any specific product in its pool is facing tremendous
level of competition. Hence, a different product that can act as a reliable alternative for this
existing entity can be introduced after ensuring that the competition levels are not hampering the
newly introduced product. Moreover, every organisation is more likely to gain popularity from
any new product because it does not face competition during its initial stages of development and
sales improvement. It is also beneficial for the company in terms of profit because people are
more likely to try new things if new features are provided along. The second strategy is known as
brand extension that includes some important research and development related activities
undertaken by an organisation. The objective is to launch a revolutionary product in the market
in order to replace or provide an alternative to any other product (Confos and Davis, 2016). This
may include the launch of a baking apparatus set for the first time by a company that is involved
in selling baking products in the market. The advertising is also done in a creative way for brand
extension technique to become successful. The offline advertisement of the above mentioned

example includes distributing pamphlets and displaying posters at the locations that are likely to
be visited by the cake lovers. The brand extension for an IT consultancy company like Bluewolf
can be the launch of Banking portals and online money transaction systems for different
organisations especially banks and financial service providers.
The third type of brand leveraging extension is the launch of different variants of one product
through line extension. This is mainly done because by the food processing companies eating
habits are likely to be different from people to people depending on demographic, religious,
personal, and environmental factors. A specific food item like cookies need to be launched in
different flavors known as variants for people that prefer to have different items like sugar free,
salty, spicy, and plain. This can also be used to produce different software related accessories by
the Bluewolf company. The organisation can launch its user interface modules in different
variants depending on the purposes. The purposes generally include banking, personal, home
usage, educational, industrial records, and other various purposes of operations that involve
software interaction. The most important benefit of line extension technique is that the people are
able to get the right item as per their choices without going through multiple options (Veldeman
et al. 2017).
LO4: Evaluation of different techniques required for the measurement and
the management of brand value over time
Evaluation of different types of techniques that helps in the measurement and
management of brand value through the use of specific organizational
examples (P5)
The impact on the thinking process of any customer while purchasing any particular product is
decided by the brand value of an organisation. The customer behaviour of an individual is more
likely to be oriented towards a brand that has a better value over other companies. Any company
that has a higher or better brand value is likely to excel in the competition ahead of its
competitors by a significant margin. Moreover, the senior level management executives of an
organisation consider the brand value factor in order to formulate it strategies for future course of
action of penetrating the market by introducing a new product (Bravo et al. 2017). The brand
values of different companies are calculated by business analysts using different techniques and

parameters that contribute towards the brand value. Almost every organisation uses the following
three techniques of brand valuation in order to determine its brand value.
Brand valuation based on market: The brand value of any company becomes very high when
more customers purchase its products. The total cash inflow and outflow of that organisation
with specific period directly influences the brand value. The largest supply of materials after
manufacturing and processing is a sign of higher brand value for any company compared to its
competitors. Market based valuation for any company brand is also determined using the
feedback provided by the customers on different platforms including social media and official
websites that sponsor advertisements of different companies. The people who follow the social
media pages and other platforms associated with any particular brand can give their ideas and
reviews about using different products of that brand. This can be used for bluewolf company
because there are many other competitor companies that provide IT support and Consultancy
Services. The brand sponsors can also conduct a survey by asking the people to choose any
brand that is mostly preferred by them. Hence, the market scenario can easily describe the brand
valuation (Ansari and Riasi, 2016).
Brand valuation based on cost: The cost oriented brand valuation is about analyzing the value of
any brand considering its total income over a particular time span. The large-scale organisations
that generate huge revenue every year prefer to identify their brand value based on the cost
oriented techniques. Unlike the market oriented valuation where the maximum number of
products sales is considered, the cost oriented valuation is decided on the basis of how much
income the company has generated. There are many organisations that produce cheaper products
which is preferred by many people for the cheaper rates and optimum level of quality. On
contrary to this, there are some brands that produce highly expensive products with Top class
quality. However, the customer’s base is very less due to the high cost. The Bluewolf does not
produces very expensive software modules for accessories to his customers and therefore cost
oriented brand valuation is not likely to be very effective for the company. Despite having lesser
number of customers, these organisations earn huge profits because of the high selling price of
its unit products (Vatsa, 2016).
Brand valuation based on income approach: The income approach method of brand valuation is
chosen for the organisations that have invested in multiple sectors of business. The multi retail
brands as well as companies having get products and services in multiple sectors have multiple

sources of income that makes them strong enough to withstand the sudden and unexpected
changes in market scenarios. Therefore, the brand valuation can be easily calculated by counting
the number of sources for any specific organisation. The company having more income sources
through its investments in different sectors is considered as an organisation with higher brand
value. Considering the operations conducted by the Bluewolf Company, it is expanding its
business in multiple sub-sectors of Information Technology based services like banking, hospital
management, educational, and other various sectors. This type of approach is mainly considered
for Ultra large scale organisation that function at global level and have multiple types of products
launched in the market (Neupane, 2015).
Critical evaluation of the techniques those are used for measuring and
managing the brand value through the development of a strong and endurable
brand (M5)
The market based approach is highly preferable by the organisations that primarily deal with any
specific product. The people decide the valuation of the products depending on the quality and
quantity along with other parameters. The opinions of target population can be observed by
conducting survey and also looking at the cash flow statements of different organisations. This
technique is very effective because it provides an accurate data about majority of the people
considering any specific brand while purchasing a product. The reviews from people also
describe about their likes and dislikes regarding that particular brand (Hafeez et al. 2016).
The second technique which is the cost based evaluation of brand value for a company is also
very effective because it it is entirely based on the revenue generated by an organisation. There
might be chances that some organisations target economically stable people for selling their
products instead of targeting those with a strong economic background. Hence, the cost based
analysis of brand value is is very effective on those brands that prefer to target economically
strong population by selling expenses products of Supreme quality. The largest brand of
Smartphone manufacturers in terms of revenue is Apple Incorporation that manufactures
expensive smartphones for its customers. Cost based technique is also very accurate because it
mentions about the total income of a company that may not necessarily have a wide variety of
products (Kotula et al. 2015).
The third technique of brand valuation is the income sources based valuation is also highly
reliable because the brand value of in organisation increases when it expands is business into