Brand Management Report: Building and Managing Brands Effectively

This report delves into the core principles of brand management, examining how brands are built and sustained over time. It begins by defining the concept of a brand, emphasizing its significance as a marketing tool and exploring the meaning of brand equity. The report then identifies key elements ...Read More

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
LO1 Demonstrate an understanding of how a brand is built and managed over time.....................3
1.What is brand?..........................................................................................................................3
2.Why is branding an important marketing tools?......................................................................3
3.what does brand equity means?................................................................................................5
5 What are Key elements of strong brand? ................................................................................5
5.how to manage and develop a brand for long time?................................................................6
6.What are the main challenges developing a brand?.................................................................6
SECTION 2......................................................................................................................................7
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built and
managed...........................................................................................................................................7
The brand portfolio strategy........................................................................................................7
The management hierarchy of the two brands............................................................................8
LO3 ..............................................................................................................................................11
Extension approaches and strategies of McDonald's and Google at domestic and global level.
...................................................................................................................................................11
Techniques by which the brand are reinforced and revitalized.................................................11
LO4 ...............................................................................................................................................12
Techniques for measuring and managing brand value over time.............................................12
COCNCLUSION...........................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
As this report is based on the brand management that is one of the most important
marketing tool for success of any organisation. This report will describe the importance of brand
image and its role in the success Furthermore, this report also explains the various key elements
and challenges which are impact upon the brand image. Addition to this, it will focus on the
hierarchy of google and McDonald's. At the end report will describes the different techniques for
measuring and managing brand value over time.
LO1 Demonstrate an understanding of how a brand is built and managed over time.
1.What is brand?
It is the name of the distinctive good, services or idea. Brand name is set for the long
period which will help an organization to attract more customers. In other words we can say that
brand is name, term, design that differentiate corporation or products from its challenger in the
mind of the customers. Brands are used in marketing, advertising and business. Generally it is set
of marketing and communication method that help to differentiate firm or goods from
competitors and also create a positive image and good impression in the customer's
mind(Apostolopoulou, 2015).
2.Why is branding an important marketing tools?
Branding plays a huge role in the success of company because branding is a most
important and critical part of a marketing process. According to present scenario or marketing
situations every corporation have huge number of competitors. It is the best way to attract more
customers and to increase the productivity of business. It is a marketing tool which will help an
organisation to attract more customers. Brand name includes various components which are
given below
1. Name of corporation or business
2. Brand logo or sign: to attract more customers brand logo should be attractive and full of
colours.
3. Brand themes and messages: employer and owner of an organisation have to build brand
theme

4. Brand sound
5. Packaging of the Brand
6. Experience of Brand
Banding is important marketing tool because it is the process of creating such an identity
for products or services that include customer experience and outlook(Viktoria and Kenning,
2014).
Importance of brand image as marketing tool are as follows-
 It will assist to value: customers are always ready to pay high amount for quality products
and services. Brand can attract more customers to wards the firm and it can recognise to
the customers for recalling several products and services which are related with the
specific brand.
 Help an organisation to gain customer loyalty and to remove the competition problem.
With the brand name, corporation can gain customer's trust. Due to high quality of
products and services customers are more loyal towards the specific brand. To get the
success and to increase more benefits an organisation have to satisfy their customers by
providing the high quality of goods and services.
 Increasing popularity: To get the success every corporation needs to build a good
reputation in the market. Some customer who are not able to buy branded products but
they are also familiar with that particular brand due to its popularity. For an example
dominoes is the most famous pizza empire. It is famous and have good image in the food
market because it offers the fresh and high quality of pizza and also provides best
services. Some customers who are not eat fast food but due to its brand image they will
also give their positive feedback and this process will increase the popularity at global
level(Buil and de Chernatony, 2013).
So that branding is the process which helps any organisation to expand their business at
global level and also it is process of creating an image of goods and services which will help to
accomplish better customers satisfaction. In other words we can say that branding helps an
organisation to achieve their goals and targets in effectual manner.

3.what does brand equity means?
It is known as marketing term which describes a brand's value. According to cognitive
psychology brand equity lies in consumer's awareness of brand characteristic and union, which
cause attribute perception. In other words brand equity is a factor which can increase the
financial value of brand and its owner(Ross and Hajjat, 2016). It includes three components such
as consumer perception, negative and positive effects and the resulting value. There are two
types of brand equity that is positive and negative. As from the name if an organisation have
positive brand equity, the corporation, its goods and its financials can benefits. Brand equity is
very important when an organisation want tom expand its product line. If the brand's equity is
positive then firm can launch new products and can attract customers easily.
It is major sign and indicator of corporation strengths and performance in the public
market. Contribution of brand equity can be understand by the following points
1. Brand loyalty
2. It reduced marketing costs
3. Attracting new customers
4. Time respond to competitive threats
5 What are Key elements of strong brand?
There are several key elements of strong bran which are given below. These key elements
and factors helps to build a good and famous brand name.
 Target audience: They are the person who buy the products, this is the the most important
element in which company target the customers.
 Brand Promise: Generally it is the message and information that speaks to firm's target
customers. Basically it is term of commitment of any specific brand and it will tell target
audience what to expect from purchasing your goods and services( Cadogan and
Veloutsou, 2015).
 Brand perception: To build a strong brand image it is very important for an organisation
to look at what perception of brand they have in past, what is now, and what will be in
future. Along with this to build a good reputation and strong brand in the market

corporation have to do survey their present customers to identify that what they think
about their products and service. With the help of this survey firm can offer the products
and services according to customer's need and desire(Mosley,2014).
 Brand values: The core value of specific brand.
 Brand voice: It includes as how an organisation is using its brand, what is its personality.
 Brand positioning: It is defined as the position that a brand wants to hold and keep in the
mind of customers.
5.how to manage and develop a brand for long time?
With the help of effective rules and regulations brand can be easily managed. Through
the advanced technologies and other creative ideas, brand image can be managed for long time.
Various methods that can be used for better management and development of a brand which are
given below
 One of the best way to manage the brand over time is to strengthen the brand equity by
developing marketing programs.
 Brand need to be clearly describes in terms of mission, vision position etc.
 Another way to develop a brand image is innovation with the help of innovation and
creative ideas an organisation can brings future development at the workplace and this
process will improve the brand image at global level.
 Quality aspects: Quality is the most important element which have to be given by the
organisation to attract customers. When firm offers high quality of products and services
then they can easily attract the customer and can improve the brand image at global level.
6.What are the main challenges developing a brand?
Various challenges which impact upon the brand image are given below
 Cash: It is the biggest single challenge which is faced by brand leaders. This can be major
challenge developing brand in which the brand should be treating like possession where
the financial results in relation to direction on the various method are adopted as per long
terms to build an quality.

 Consistency: Everyone in a firm has an impact on the brand. If a organisation is not able
to understand customer's needs, believes and if the message, the brand, and the product
are not conformable the vision stay unfulfilled.
SECTION 2
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built
and managed.
The brand portfolio strategy
For taking effective decision in terms of introduce out brands, extended a brands into
different categorise, beginning into new market etc. the brand portfolio strategy is used. Here are
three basic steps which are used in brand portfolio strategy are given below
STEP 1: Identify the most powerful brand in portfolio
To build effective brand image it is important for the corporation to set the priority and
determine the most powerful brand portfolio(Kapferer, 2012).
 Revisit strategic intent: This is most an important step and element this is because it
allows the brands to set the clear strategies role. Strategic intent generally offers the
greatest visual image about the future of brand. This factor allows and helps an
organisation to identify and determine that which brand have clear and important
strategic role in the portfolio today. Along with this, it also helps corporation to analysis
which brands play a offensive or defensive role(Qian,2014). Evaluate the financial performance: Revenue data help an organisation to set priority of
brand from the side of financial position.
Step 2: Define brand portfolio solution:
This is second most important step which is used to target the customers. According to
this step to build strong brand image an organisation have to identify the interest and needs of
customers and should offer the services and goods according to their desire and needs. The most
important thing is to consider to make strong brand by enhancing customer, buying purpose, and
taste of customers. Once firm evaluate their brands and offering as a portfolio, they may need to
analysis and determine the need to divest brands to meet their strategic and financial
objectivities(Syngal and Burt, 2015).

Step 3: Establish a brand portfolio roadmap
It must be established after defining the brand portfolio solution. This step s very
necessary to build a strong brand portfolio strategy this is because this step provides a clear
outline of roles and priorities during the transition(Solomon,2014).
Apart from this there are ten steps which are also included in the development of the
brand portfolio strategy which are given as below
1. Well-defined brand roles
2. Identify brands that will take a drive role
3. Understand sub-branch and endorsed brands
4. Connect to the business strategy
5. Find to create branded differentiation
6. All products could use more energy
7. Vertical brand extension
8. Connection with a powerful corporate brand
9. Reduce the size of the portfolio when possible
The management hierarchy of the two brands
Basically management of hierarchy of any organisation is very important it is because
this management helps firm to set up a strong brand as compared to competitors. In this context,
the two brand which are taking into consideration for the discussion are McDonald and Google.
As both corporation have strong brand image in their orientation industry(Annie Jin, 2012).
Google organisation hierarchy: It is one of the most famous and powerful technology
firm which allow to access the messages and information at global level and it has various
utilization. The organisation structure of the google have free hierarchy here nothing can be hide
from upper to lower level employees. Presently google is one of the most technologically reputed
corporation which is a dream for every professional to see a better career. It has not not only
technical but also possesses professionals from other fields. When all these professionals
conjuncted together in a systematic manner build a hierarchy that is classified on the basis of

authority and efficiency. As hey have board of directors and CEO in their firm, according to its
hierarchy operating committee and its members have responsibilities to look out all the
operations and functions. Along with this, Sr. engineers and Jr. engineers have are come after the
committee. They are responsible to manage all the technical work.
Administrative google
company level
Executive google company
level
operational google company
Level
The members of this level are
responsible for entire
administrative work for the
organisation. They include
chairman of google, President
Of The Google, Vice
Chairman Of Google, Ceo,
Mis Director, Senior Manager,
Administration
Head(Buil,2013).
At this level, all employees are
categorized into teams and
ever team have high skilled
leaders to mange their work.
This level includes various job
profiles such as IT manager,
network architect, hardware
system manager, chief
marketing officer, Sr.
engineer, project leader.
They manage some definite
and particular area in
corporation as per their
skillfulness. Job profiles which
are included in this level are
application engineer, network
engineer, help desk
technician,telecommunication
engineer, technology analyst,
trainee etc.
McDonald's company hierarchy
As it is one of the most famous and popular fast food chain which serve almost 60
million people every day at global level. Its branches has been spread in all over the world.
 Top level executives: In McDonald's top level managers are responsible for decision
making, goal setting, finance and other operations. They includes CEO, Chairman of
board, directors.
 Finance department: This department manage all the accounting functions, finance and
money matters in the McDonald's. They includes finance manager, accounts manager.
 marketing department: The members of this department are responsible for advertising
and promotions of good and services. Each country has septate marketing department to

handle the advertising and promotions. They includes marketing manager, marketing
executive(Ross and Hajjat,2016).
 Sales department: They are responsible to ensure that all sales related duties and tasks are
properly managed and run smoothly.

Brand equity management of Google using the CBBE model follow the points which are given
below
 Resonance
 Judgement
 Feeling
 Performance
 Imagery
 Salience
LO3
Extension approaches and strategies of McDonald's and Google at domestic and global level.
Various approaches and strategies are followed by McDonald's and google for improve
the brand image and also to increase the productivity on regular basis. Google used the project
extension approach and framing extension approach( Cadogan and Veloutsou,2015).
Project extension: this approach mainly focused on the future development and new
opportunities. with the help of this approach google is able to know the various planning which
is used on the corporation for future development.
framing extension: this approach is mainly focused on the technologies through this approach
firm is able to use right technique at right time.
Approaches used by McDonald
To bring the efficiency and to expand the business at global level McDonald also used
different approaches and strategies. Mostly they used trainings and development extension
approach which will help to enhance the performance of employees. As McDonald's is most
famous food chain and in this sectors employees are backbone and success key of organisation.
Therefore to enhance the performance of employees McDonald offers trainings and development
on regular basis to improve their communication level and other skills(Mosley, 2014).
Techniques by which the brand are reinforced and revitalized
Brand reinforcement is process and instrument which is used or impulse by various
organisation to improve the reputation and to hold up its good image in the market. For this
process corporation make new and effective planes to enhance the association stamp regard. By

offering the new products and services every corporation increase their image and picture in their
specific market. This process helps firms to pulls more new clients and to increase the graph of
benefits(Lin,2015).
 Dispersal new changes: Due to high competition in the market every organisation needs
to change their structure and strategies. For an example, google launch new android
phone to attract more customers. Same as McDonald's also offers high level of services
and heh quality of food to gain customer's loyalty.
 Progress: To fight with other aggressive companies, development is the best tool for
every organisation. Corporation can get new arrangements pay with the help of
progression.
 Market segmentation: To expand the business and to hold the better reputation in the
market it is essential to develop new market division( Botha and Campbell,2015). 360degree communication: According to this google follow different background
equipment and processor to bring efficiency at their workplace.
LO4
Techniques for measuring and managing brand value over time.
Brand measurement techniques in relation to both brands
Brand is tool which put a positive impression in the customer's mind and increase their
loyalty towards the firm. There are several factors which are used to measure the brand equity
but in past only two factors such as finance and marketing was used to measure the brand.
Google and McDonald's used various factors to evaluate the brand(Maurya and Mishra, 2017).
Through the measurement they are able to understand the customer's views and interest and are
also able to improve their business. Some common measurement elements are as following
 Legal analysis: It draws basic cognitive process over the trademarks
 behavioural analysis: It draws attention over shareholder's behaviours.
Brand Equity audit and tracking techniques of the selected brands
To track the brand equity both firm used social media through the advertisements on
these media such as Facebook, Instagram etc. both companies are able to attract more customers
and also able to gain the feedback from the customers(Keller, 2014). Along with this audit can be

done by internally and externally. Social media are used for external audit where as for process
of internal audit can be done by positioning or services(Fetscherin and Heilmann, 2015).
Several approaches to value brands
For manage the reputation and brand image in the market different organisation used
various approaches which are given below
 Economic Approach
 Identity Approach
 Consumer Based Approach
 Relation Approach
 Community Approach
COCNCLUSION
From the above report it has been concluded that brand image is plays crucial role in the
success of firm this is because it increases the productivity and also attract the customers towards
the corporation. Addition to this, it also focused on the different key elements of a strong brands
such as target audience, brand promise, brand values etc. furthermore report also explained the
hierarchy of McDonald's and google. At the end report described the different ways and
techniques for measuring and managing the brand image over long period.

REFERENCES
Books and Journals
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responses. Journal of consumer marketing. 30(1). pp.62-74.
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Interbrand Communications. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 681-681). Springer, Cham.
Christodoulides, G., Cadogan, J. W. and Veloutsou, C., 2015. Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing
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responses. Journal of consumer marketing. 30(1). pp.62-74.
Ross, S. M. and Hajjat, F., 2016. Brand to Brand: Consumer Evaluations of Spillover Effects in
Interbrand Communications. In Let’s Get Engaged! Crossing the Threshold of
Marketing’s Engagement Era (pp. 681-681). Springer, Cham.
Christodoulides, G., Cadogan, J. W. and Veloutsou, C., 2015. Consumer-based brand equity
measurement: lessons learned from an international study. International Marketing
Review.32(3/4). pp.307-328.
Mosley, R. W., 2014. Employer brand management. The Definitive Book of Branding. Thousand
Oaks, CA: Sage. pp.217-240.
Lin, Y. H., 2015. Innovative brand experience's influence on brand equity and brand
satisfaction. Journal of Business Research. 68(11). pp.2254-2259.
Mills, A. J., Botha, E. and Campbell, C., 2015. Managing the New Media: Tools for Brand
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Maurya, U. K. and Mishra, P., 2017. Brand Orientation in SMEs: Towards A Conceptual
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management. 21(9). pp.702-715.
Fetscherin, M. and Heilmann, T., 2015. Consumer Brand Relationships: Meaning, Measuring,
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