Brand Management Strategies and Brand Equity for Nestle: A Report

This report provides a comprehensive analysis of Nestle's brand management strategies and their impact on brand equity. It begins with an introduction to brand management and its significance for organizations, focusing on how Nestle, a leading global food and beverage company, utilizes brand management to promote its products and services. The report delves into the key components of a successful brand strategy, including target audience identification, brand mission, competitive analysis, value propositions, brand guidelines, and marketing strategies. It explores Nestle's enduring strengths, such as high-quality technology, advertising strategies, strong partnerships, and a focus on price and quality. The report further examines strategies like accelerating growth, increasing efficiency, creating shared value, and improving packaging design. Additionally, it discusses various techniques for measuring and managing brand value, such as market share, consumer attitudes, and brand awareness. The report concludes by emphasizing the importance of branding as a marketing tool and its role in growing reputation, reaching new customers, and building trust.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1. Brand and Brand Equity........................................................................................................3
P2. Key components of a Successful Brand Strategy of Nestle..................................................5
LO 2.................................................................................................................................................8
P 3 Strategies of Portfolio Management, Brand Hierarchy and Brand Equity Management.....8
LO 3...............................................................................................................................................13
P4. Evaluation about how brands are managed collaboratively and in partnership both at a
domestic and global level..........................................................................................................13
LO 4...............................................................................................................................................16
P5. Evaluating various techniques used for measuring and managing brand value ................16
CONCLUSION..............................................................................................................................20
REFERENCES..............................................................................................................................21

Illustration Index
Illustration 1: Strategic Portfolio Management..............................................................................10
Illustration 2: Customer-Based Brand Equity (CBBE) Model......................................................13

INTRODUCTION
For any organization, it is very important to have a proper brand management so that it
can promote their products and services in the target industry. Brand management is a process
which is used to maintain and improve the activity of supervising the promotion of a particular
brand of goods of particular organization in the market. This process involves number of factors,
for example, in store presentation, customer satisfaction, price of the product, industry
competition, etc. It plays an important role in building the image of the organization. It mainly
focuses on the brand and how it can remain favorable to their customers. An effective brand
management can help them to increase their product sales and can earn a good revenue. This
report will focus on the Nestle which is the largest food and beverage company in world. It is a
Swiss international company, headquartered in Vevey, Vaud, Switzerland. It has more than
20000 brands serving its customers. It's total revenue in the year 2017 was calculated approx
89.791 billion. This report will include topics like, importance of branding as a marketing tool
and the key factors of brand strategy which can help Nestle in managing brand equity. It will also
analyze different strategies which can be useful for the management and brand hierarchy of
organization. Various types of techniques used to measure and manage the brand value of Nestle
like market share, consumer attitudes, brand awareness, etc. is also explained in this report.
LO 1
P1. Brand and Brand Equity
1. Introduction
For Nestle, it is very crucial to maintain their brand image in the market. For this they
have to focus on their brand and its brand equity in the organization. Brand equity is a process
which is used by the company to calculate the total value which is generated from their product
which is famous in the market. They can make brand equity for their products by implementing
some changes in them, for example, making them recognizable easily by their customers, or by
making them memorable and best in quality as well as in quantity for their consumers (Strategy,
2018). These processes helps Nestle to identify their the importance and worth of their products
and services to their customers. If company has a good brand equity, it can result into financial
benefit, which can help the organization to demand a premium price for its product. For example,
if Nestle has a strong brand equity, than the price or their products are both accepted and
expected by customers in the market.

To have a proper and effective brand equity, there are several steps which has to be
followed by the Nestle company to make it more powerful and strong. These steps are as
follows,
1. Target Audience : This is the main objective of this process which has to done carefully
by the company in order to make it effective. They have to keep in their mind about what
are the choices or preferences of their customers are and what they prefer most from their
company, etc. All these informations can be used by the company to target their audience
which can help them to accomplish their mission which is to meet their requirement in
the best way possible (Nestle’s Brand Identity: Packaging a Punch, 2014).
2. Brand Mission : In this process, Nestle has to identify their mission and vision from their
brand. This plays an important role in the organization as it will depict their overall
performance in the target industry. It has to be very specific in nature which can be
identified and understood by their employees easily. They have to analyze different
aspects, such as, what are their goals, how they will achieve them, who are their target
customers, etc.
3. Research Competition : Nestle has so many rivalry company which is operating in the
same industry, for example, Unilever, Danone, Proctor & Gamble, etc. They have to do
their branding more unique and different from their competitors to attract more
customers. For this they have to take care of several factors, such as, they have proper
knowledge of what their competitors are doing in the market, make improvement in their
products, etc (East and et.al., 2016).
4. Value Propositions : It is very important to know value preposition of your organization
as it will help the company to set their business in the target industry. It can be done by
communicating with your customers more to understand their needs and liking. It can
serve as the most important step in building an effective brand equity.
5. Brand Guidelines : This method will help the organization to prepare a guideline which
they can follow in the organization. It helps Nestle to maintain their consistency across
different channels and makes their business more recognizable in the market.
6. Marketing of Brand : Marketing is very important to enhance the brand equity of the
organization. They can implement any marketing strategy to achieve their target. For
example, they can directly communicate with their customers, displaying their

advertisement on different platforms, such as, TV, radio, newspapers, magazines, social
media, etc. This will help them to increase their customers rate and earn a good revenue
(Holzmann and Schmid, 2018).
Role of Marketing Department : The marketing department in any organizations plays crucial
role to promote their products and service into the target industry. It also helps in accomplishing
company's goals and objectives. Importance of this department in brand equity of Nestle include,
it helps to conduct campaign management for marketing of their brands. They also manage to
create content for their company, like logos and tag lines. They monitor and manage the overall
marketing process of the company and ensures that it is going smoothly (Chernev, 2018). The
marketing department does various types of market research to determine how well a brand is
performing.
P2. Key components of a Successful Brand Strategy of Nestle
2. Main Body
Leading as a strong company in the target industry, it is very important for Nestle to have
an effective brand strategy which can help them to increase their production sale. Nestle has
many enduring strengths which keeps them at the top of the industry. They have variety of
brands which their customers love. Their strategy is based on factors like, nutrition, health and
wellness strategy as their tag line says, ‘Good food, Good life’, which can help them to improve
their services (Papista and et.al., 2018.). There are various strategies which they implement in
their management system, such as,
 High quality Technology : They have advanced marketing tools and technologies which
help them to provide the best service in the manufacturing of their products according to
their customers preferences and needs.
 Advertising Strategies : Nestle is using all the possible ways to promote their services in
the market. They have very strong marketing strategy to attract their customers. It has the
largest research and development network which helps them in innovating and renovating
their products and services to meet the changing demands of their customers (Six reasons
why branding is important for ALL businesses, 2018).
 Building Strong Partners : Nestle is working with some leading-edge partners around
the world, which including start ups, academic institutions and public organisations. They
help them to strengthen their capabilities by giving them ideas, accessing their skills and

developing new technologies which can help them to meet consumer trends in the
industry.
 Price and Quality : Nestle focuses on their products quality. They try to deliver products
with simple ingredients as well as more premium, organic, natural and fortified foods and
beverages. They also try to manage the pricing strategies of their products to make them
easily affordable by their consumers including high quality and nutritious products. They
have also ensured that products which are specially made for children, includes added
micro nutrients in it, for example, Vitamin A, iron, iodine, zinc, etc. which can help them
to live good healthy life and well-being.
 Accelerating Growth : Nestle works to increase their growth and operating efficiency in
the market. They have set a target to achieve mid-single digit organic growth by 2020.
They will achieve this by focusing on their base business and active portfolio
management. They have world's leading brand which includes, Nescafé, Purina, Gerber
and Nestlé Pure Life. Implementing digital technology has helped them a lot to increase
their efficiency in the market. It also helped them to enhance their performance (Szmigin
and Piacentini, 2018).
 Increasing Efficiency : To increase their efficiency, they have applied different
strategies into their management system which help them to achieve their targets. The net
operating growth margin of Nestle is approx 17.5%, which they are trying to increase by
2020. They are optimising their manufacturing footprint whixh can help in increasing
their efficiency.
 Creating Shared Value (CSV) : This is the value which helps the organization to
identify hoe there business is working in the market. It can be increased by delivering
more healthy and nutritious food products to their customers which can increases their
popularity in the target industry.
 Improved Packaging Design : Nestle is trying to improve their product's packaging as it
is the first impression of their product to the customers which decides their decision
whether to buy that product or not. So it is very important for them to have an effective
and attractive packaging. They are also using biodegradable and sustainable materials for
their packaging which contribute in saving environment (Rosenbaum-Elliott, Percy and
Pervan, 2015).

3. Conclusion
From the above findings, it can be concluded that brand and brand equity is very
important for the organization to increase their sales and revenue. There is a huge advantage of
branding as a marketing tool as it helps to aware their customers about the products and services
which is available for them. It also helps them to understand the objectives of their company.
Branding identifies the preferences and liking of their consumers which can be helpful for Nestle
to manufacture products according to that. There are various other reasons of why branding is
important as a marketing tool,
 Grow Reputation : It helps in growing their reputation in the market. It will make easy for
their customers to remember their products. They can use different techniques which can
be beneficial for them to increase the profit rate in the company.
 Reach New Customers : Avery strong branding implies that company has a good
impression on their customers as well in the market which makes easier for them to reach
to new consumers in the industry (Six Principles of Strategic Portfolio Management –
How Does Your Company Rate?, 2014.).
 Employees Satisfaction : If the company is successfully running in their target market, it
directly affects its staff member and make them satisfied with their job in Nestle and will
be more happy. Branding of the workplace in the company and can help to create
promotional merchandise for the employees to use which can reinforce the strength of
Nestle and its brands.
 Builds Trust : It also manages to build trust in their employees as well as in their
customers. A well strategic branding will help Nestle to build trust with consumers,
potential clients and suppliers as well.
M 1
Brands are very important for any organization as it helps them to promote their products
and services to the customers in market. It can be achieved by making different strategies, for
example, targeting their audience, brand mission, research competition, etc. Proper branding
helps the organization to aware their customers about their company and its products.
M 2
Successful Brand Strategy of Nestle is very effective which helps them to increase their
sales production and earn a good revenue. They implement various strategies into their system to

make it successful, for example, high quality technology, advertising strategies, price and
quality, creating shared value (csv), employees satisfaction, reach new customers, etc (Du Preez,
Bendixen and Abratt, 2017).
LO 2
P 3 Strategies of Portfolio Management, Brand Hierarchy and Brand Equity Management
For Nestle, it is very crucial to manage strategies which can be helpful in for them to
work smoothly in the industry. These strategies can include, portfolio management, brand
hierarchy and brand equity management strategies, which is explained below,
1. Portfolio Management Strategy : For any organization, it is necessary for them to
choose the appropriate strategies for their brand to do promotional activities in the target
market. These choices in the company forms strategic portfolio. All the decisions taken at
that point can impact the company to determine its success. All the process, for example,
improving customer services, driving growth or entering a new market, etc which Nestle
does comes into this portfolio management strategy of the company (Tonchia, 2018).
Strategic Portfolio Management is a process which helps the company to decide where
there is a lack in their processing and where they have to focus more to achieve their objectives.
There are various steps which has to followed by the Nestle to plan an effective strategic
portfolio for them. These includes steps like, planning the strategy, operating that plan and the
final step is to execute that strategy into action to reach to the target. It is the responsibility of the
senior manager of the company to ensure that proper strategy and operations are maintained in
the organization.

Strategic Portfolio Management has to be very specific in order to be effective for the
company. There various functions of this management, such as,
 Result Oriented : It has to very clear that the strategic portfolio is result oriented and is
helping the organization to deliver the services according to that strategy. It should cover
all the respective area of Nestle.
 Clear Objectives : Strategic Portfolio Management should have clear objective which
has to be achieved by them.
 Focused and structured : It should provide the exact information which is needed by
the company to make strategic plans. It should be process oriented in order to help the
organization in their branding in the target industry (So and et.al., 2018).
 Value Creation Focus: It is very important for Nestle to have focus decisions on
creating value at their each development stage in the production process. This will help
them to attain new customers and gain a good revenue.
 Aligned Decision Forum: Include the right people at the right levels at the right time.
Illustration 1: Strategic Portfolio Management
Source : (What is Strategic Portfolio Management, 2014)

 Embrace Uncertainty and Dynamics: This method will be very helpful for the
organization to improve their services. It will identify the impact of uncertainty on the
key decision variables of Nestle and can track the changes throughout development
process of the products.
 Customer requirement and needs : This is one of the effective brand portfolio strategy
that helps to organization in developing impressive brand portfolio. By understanding
customer needs and wants, they can fulfill the demand of customers and make satisfy
them. Thus, it can be said that with help of this strategy, both organization have
successfully developed brand portfolio in the market (Holzmann and Schmid, 2018).
2. Brand Hierarchy Strategy : It is a type of process which is used by the Nestle company
to summarize the branding strategies of the organization by giving the amount and nature
of their common and distinctive brand present in the company which can help them to
reveal the explicit ordering of different brands. Capturing the potential branding relations
with the different products and services sold by Nestle in the market, brand hierarchy is a
useful tool for them to apply in their process. It is an important aspect for the
organization and has to be considered very carefully by the company.
There are several types of Brand Hierarchy, which is used by the Nestle, for example,
 Corporate brand : It is a process in which it promotes the brand name of the whole
corporate rather than to a specific product or services of the company. There is a huge
scope of a corporate brand in the market.
 Umbrella brand : This is also known as family branding. It is a process which is used to
promote a single brand name for selling two pr more similar products in the market. It is
mainly used by Nestle for a positive brand equity which is value of a brand in a certain
market place.
 Endorsed brands and sub brands : These brands include a parent brand which may be
a corporate brand, an umbrella brand, or a family brand as an endorsement to a sub brand
or an individual, product brand. The endorsement should add credibility to the endorsed
sub brand in the eyes of consumers (Burmann and et.al., 2017).
 Individual product brand : In this type of branding the different products are marketed
by different brand names. It also establishes unique identity of the product and image in
the market and allows separating each product to increase the opportunities in the market.

 House of brands- It is a process where multiple subs brands are present and in which
primary brands of the company do not get any attention. Fox example- Nestle.
 Branded house- In this method, company is the main brand and all its products and
services comes under will be considered as their primary brand. For example, Nestle
products like Milky Bar.
3. Brand Equity Management Strategy : This can be studied by a model known as
Customer-Based Brand Equity (CBBE) Model. This model helps the organization to
implement the theoretical advances and managerial practices into their management
strategies which can help the to influence the behavior of their customers in the market.
The CBBE model provides Nestle a unique perspective to what brand equity is and how
it should be built, measured and managed in the organization (Du Preez, Bendixen and
Abratt, 2017). By understanding the preferences and needs of their customers it becomes
easy for the company to deliver their products and services according to their liking.
There are basically four different steps which has to be followed by the Nestle to make it
effective for them. These steps are explained below,
Illustr
ation 2: Customer-Based Brand Equity (CBBE) Model
Source : (Customer-Based Brand Equity (CBBE) Model, 2016)

 Brand Identity : This helps to identify- Who are You ?. In this process, Nestle has to
create awareness for their products in the market. They need to ensure that they reach
maximum number of customers. This will help them to identify their customers
preferences.
 Brand Meaning : This helps to identify- What are You. This method will help the
customer to understand the brand more precisely. Customers will try to gather all the
respective information of that brand which can be helpful for them. It is also sub divided
into two different parts - one is Brand performance, which includes products features, its
style and design and the pricing of that product and other is Brand Imagery, which
includes, the overall image of the brand from customers perspective (Keller's Brand
Equity Model, 2018.).
 Brand Responses : This helps to identify- Your Customer's Response. This method helps
Nestle to evaluate the responses and feedbacks received from their customers for their
products and services. This helps to make improvement in their existing products and can
bring innovation to their future products. Customers judge the products on the basis of its
quality, credibility, superiority, etc.
 Brand Resonance : This helps to identify- Your Customer's Relations. This process
helps the Nestle to build a strong relationship with their customers. It can be categorized
into four categories,
 Behavioural Loyalty : This helps the organization to identify their regular customers
which purchase their products very frequently from the market.
 Attitudinal Attachment : Customers have attachment with the products which make
them to buy it again and again.
 Sense of Community : Customers feels a sense of community with employees
associated with the brand and company, including other consumers and company
representatives as well.
 Active Engagement : This has the strong impact on brand loyalty for Nestle. Customers
are passively involved with brand. This can include following the brand on social media
platform or taking part in other, outside activities organized by the Nestle company

(Burmann and et.al., 2017).
M 3
Portfolio management strategy, brand hierarchies and brand equity strategies all are
responsible for the branding of the products of Nestle into the target industry. Portfolio
management helps them to plan effective strategies which can give them better results. Brand
hierarchies help in identifying different brand model for the company for example, branded
house, corporate brand, etc. Brand equity strategies can be calculated by CBBE model which
will help them to identify brand identity, meaning, response and resonance of their customers.
LO 3
P4. Evaluation about how brands are managed collaboratively and in partnership both at a
domestic and global level
Nestle is a multi packaged brand that offers variety of food and beverages. There are
more than 2000 brands in all over world. Currently the company operates lot of variety of food
which include food related to babies, cereals, candy, products of coffee such as Nescafe etc.
Recently the company wants to introduce healthy cereals to their customers because in modern
time people are more health conscious related to their health (Burmann and et.al., 2017). Nestle
offer variety of products among all, Nestle wonder ball is the mostly preferred by the children
because the company also offer games with nutritious ingredients.
The strength of a company can be measured by analyzing its annual report and presently
the company has brand image in the market. There are about 500 companies of Nestle in all over
the world. The company also offer variety of individual products that create awareness among
the people related to their food brands. Nestle also have strong relationship with other brands
such as coca cola, Colgate etc. The strength of a brand can be determine using various ways
which are mention below:
 The company has strong relationship with its suppliers as well as retailers. The channel of
distribution of a company is so strong that help to develop new product and determine the
actual need of their customer's (Du Preez, Bendixen and Abratt, 2017). A good channel
of distribution will help to maintain good and long term relationship with their customers
as well as dealers/ suppliers.

 Nestle have large research and development center where almost more than 5000 peoples
are involved as to operate more new brands and products. At globally level 21 research
center are evolved.
 The company always make sure to satisfy the need and demand of their customers, as it
has more than 8000 brands in all over the world with variety of offers such as soup,
breakfast, cereals etc. among all category, coffee is one of the most likely and popular
products of the users (Borkovsky and et.al., 2017).
 The market share of a company is quite large and strong. Even the company owns one of
the best and trust able brands.
 The company have diversified product portfolio, even the company penetrate urban as
well as rural market in order to know its leverages. There are many products which help
to raise the brand awareness of the company in market so that products are visible for the
customers as well as in market too.
The company also have many weaknesses which sometime affect its brand image and
those weaknesses are mention below:
 Sometime Nestle did not accept sudden change in the behavior of their consumer which
lead to affect the image of a firm.
 Product like carnation milk are so old fashion and did not match with the modern lifestyle
of people (Penumaka and et.al., 2017).
 Whenever a new product is offered by the company, the cost of launching the product is
quite high which means that there is no used to spend extra money for this.
 The company has some legal issues that create negative image for the company such as
child labor and baby formula boycott etc.
There are various suggestion which can be used by Nestle in order to convert those weaknesses
into strength and this are mention below:
 By analysis the market trend and understanding the consumer need, the company can
easily determine the behavior of their consumers which help to innovate new products as
per their need.
 By using multi brand strategy, Nestle also improve their weakness and introduce the
products in the market share. As per using current available resources and opportunities,
the company can easily meet the desired need of their customers.

 The brand under the Nestle is wonder ball is mostly preferred by the customers while
other products are mostly used at the time of festive season only. Using different style of
packaging also help to attract more new number of customers (Recommendation for the
weaknessess of Nestle, 2018).
 There is a need to improve the brand image in market by using new promotional
activities or schemes and also improve the quality that help to increase its market share.
 There is no need to spend extra at the time of promotional activities because using
traditional as well as modern method is quite sufficient to attract more number of
customers.
 Nestle also did not use or present brand ambassador things in order to make itself best,
but the company should use these things because people changes their buying power and
if the company did not want to switch their customers to another one there is a need to
present itself best in a market.
 As the organization provide best means of products to their customers at affordable price
which help to maintain good market image in a market.
Recently, the company introduces many products in order to attract more number of
customers. It mostly adds new flavored of chocolates, forms, added different types of ingredients
and different & attractive packaging styles in their products (Heding, Knudtzen and Bjerre,
2015). There are two methods which are used by the Nestle for collaboratively and in partnership
of domestic as well as global level. Line expansion is a term that is used as a expansion of the
existing products and the company mostly uses this. This strategy is mainly used only when the
company wants to introduce new item in same category of products under the same brand. In
order to expand its brand in all over the world, company uses many strategies of brand extension
which are mention below:
 Product Line Extension Strategy: this strategy is considered at the time of add new
product name in their existing category. Nestle also wants to introduce its new brand such
as Nestle Wonder balls which will come under the category of chocolates. Company try
to do so many changes and new innovations in order to attract customers and help to
increase its sales (Rosenbaum-Elliott, Percy and Pervan, 2015). Nestle wants to introduce
more new product in order to collaborate itself at national as well as international level.

The company mostly add new innovations and modified their existing products in its
packaging style, added different ingredients with attractive colors on it.
 Multi Brand Extension strategy: Nestle uses this strategy in order to raise competition
in a market. As it is impossible to reach number of people with only single brand and to
maintain the variation apply multi brand strategy to relevance with the customers. Under
this strategy, more than one company or brand is competing in the same product category
(Solomon and et.al., 2014). Most of the company uses this strategy because this brand
have different positioning in a market, it also helps to dominate others and reduces many
opportunities for the rivals to enter in the market or can win the share of market. For
example the company have many rivals such as Unilever, Danone who also produce same
products and want to occupy the market share of Nestle. But sometime this strategy is not
fulfilled all the demands of a company, even it also needs more time to develop a new
brand in market place.
M 4
To expand the business and create brand image in a market, it is necessary to use
different strategies. Multi brand strategy is one of the best method that is used by the Nestle
because it actually offers variety of product in order to satisfy the need of its customers. Under
this method, the company mostly uses different packaging style, designs and innovative products
in order to attract their customers (Bamossy and Solomon, 2016). To improve the brand image
for a company it is necessary to use its best promotional activities in order to let people
understand or know about their new offering regarding the product and services but sometimes
this activities may create negative impact on the business too which may harm its market value.
LO 4
P5. Evaluating various techniques used for measuring and managing brand value
Nestle offer so many products and now leading company in the world. Brand value is not
just a number which relate to financial. It is a measure of several factors such as loyalty of
customers, long term relationship with their customers and the capability of brand that help to
attract many customers by offering new products with using the latest technologies. There are
various techniques which Nestle follow to manage their brand value and some of them are as
follows:

Brand valuation: it is the most important technique used by Nestle to measure and
manage its brand value. Brand valuation is the process which is used to determine the value of
brand or the amount in the form of money which another party is willing to pay for it. Nestle has
its own brand value in the market because it offers large amount of products to its customers
with good management system (Nguyen, de Leeuw and Dullaert, 2018). Each brand can be
analysis by three analysis- legal analysis, behavioral analysis and financial analysis. But there are
two another method through which brand valuation can be evaluated which are mention below:
Cost based method: According to accumulated cost method, it is sometimes difficult to
calculate all the historical cost and this method dost not consider long term investment as it does
not deal with flow of cash. Under cost based method, next comes replacement cost method,
which consider all the expenditure and investment which are necessary to replace the brand with
another one. So Nestle uses replacement cost method.
Market based method: this method basically deal with an amount at which the company
actually sell the brand. Under this method, Residual method is used by Nestle which help to
calculate interest rate, variance of an asset and the time of expiry. This method is most useful by
Nestle because it helps to calculate the potential value of line extension.
Brand Awareness: Brand awareness is basically dealt with the perception of customers.
To measure or manage the brand value, there is a need to identify about customers knowledge
related to the products that are offered. Present scenario, Nestle has good brand image in the
market and there are various techniques which the company uses to evaluate its brand awareness
such as using social sites or websites (Ways to know brand awareness, 2018). Nestle wants to get
feedback from their customers and due to this it tries to create awareness for the ideal users
which includes
 Survey: it is the best method used by Nestle which is primary source of collection and
using this method the company get easily knew about their strengths and weakness.
Preparing questionnaire and it should be filled by customers is the best method to identify
the view points of customers.
 Web traffic: it is the method where number of visitors that come to the organized website
through direct steersman-ship with the help of internet or bookmark. It is the another best
indicator which company may use to create awareness among people about the offerings.

 Find great volume for the favorite brand : it the company knows its actual volume in the
market then it will help to earn or create brand image in a market. Nestle must identify its
great volume in a market because it will help to analyze the effectiveness of brand
initiatives (Szmigin and Piacentini, 2018).
 Using social sites and get review: With the help of using websites and social sites, Nestle
easily create awareness about their variety of products. Social sites are used to let people
know about new product introduce in market and help to get reviews whether they like it
or not.
Market share: the market share exactly show the total sales done during a particular
period. To know the market share of a company, can use annual report of Nestle and it helps to
identify the actual sales done during last many years (Papista and et.al., 2018). But as the
company has brand image in a market but also increases its market share by product innovation,
market segmentation and promotional innovation. Among them all, Nestle always try to
introduce new products and which help to attract more number of customers. Promotional
innovation is the method that help to promote new products in market. By comparing last year
annual reports, it will help to know the exact market response for the company.
Consumer attitudes: consumer attitude means the behavior of user towards their product
and services. Nestle create positive attitude towards their customers because the products and
services which the company offer are quite good and affordable with brand management. To
maintain long term relationship with customers will help to increase the market image as well as
help to increase the sales and profit (Hartmann, Apaolaza and D’Souza, 2018). If the company
has positive brand equity then it helps to increase customer awareness and increases purchasing
power of users. So it is necessary to know the customer attitude towards their offering. By
conducting auditing and survey method the company can easily get to know actual behavior of
customers, their taste regarding the offerings and lastly get feedback from them. This is the only
way which help to identify the behavior of customers.
Purchase Intent: this measurement or technique help to determine the actual price of the
product. Purchasing intent is also depended on the consumer buying power, their attitude only
define that what they need and what they purchase. To satisfy the need of customer it is
necessary to produce the product as per their need and wants (Holzmann and Schmid, 2018). To
identify the purchasing intent, it is necessary to determine the purchasing behavior of customers

and it can be done through raise questionnaire and by analyzing the actual purchasing power of
customers, Nestle can easily check about their favorite brand among people.
Brand Equity Audit: this is the another method which help to maintain brand in a market.
The brand equity gives an idea to determine or set the price according to popularity in a market.
There are various advantages of brand equity audit with respect to Nestle and this are mention
below:
 With the help of financial statement an organization can easily identify the price premium
and results. Brand equity of a company help in evaluating perspective regarding both
product and services.
 By using brand equity audit, the company can identify the actual research objective and
this objective help to exploring, tracking and extending the effectiveness of brand.
 Audit help to improve the financial performance of a company. Nestle uses brand equity
audit and this also help to understand the actual behavior of customer, their taste
regarding the offering (Tonchia, 2018).
 Brand equity audit help to understand the behavior of customer by which company can
easily deliver required products and services to their users.
M 4
To create brand image in market it is necessary to identify all the tools and techniques for
measuring and managing brand value. There are various techniques such that to identify the
customer perspective regarding the products offering. It is the most important tool that help to
determine the nature of customers (Grinold, 2018). Creating brand awareness among market is
the another technique that help to develop a strong and enduring brand in a market. Create
awareness is the most important thing because through promotional activity only, people can
understand or know about new offers and products which Nestle offer. Third and most important
method is audit which help to identify the actual sales and which product is most likely by their
customers. Using these techniques, Nestle can easily develop brand image in a market.
D 1
Branding management plays an important role in market. To create good value and image
in the market it is necessary to deal with successful brand. A successful brand only result in get
trust, customer loyalty. By using proper brand management, it helps to determine and gives an
outline of how brand is going to treat with its customers perspective (East and et.al., 2016). Only

brand gives an outcome of your sales, in the context of Nestle, it always ensures its customers by
providing the best means of product and service with high quality of brand offering. Even brand
management proves that a strong brand definitely help to attract wide range of public in the
industry. The customers even pay more if the company offer best brand. The efficiency of brand
is directly relate to its customers that help to put the company in top among all rivals. As Nestle
offer wide range of products with the best quality of brand that is why it is count one of the best
leading companies in the world.
CONCLUSION
By summing up above report, it has been concluded that brand management plays an
significant role in the market. Brand is a marketing tool which is used by the company in order to
convey the message about their new offering in front of customers. The main aim of this report is
to understand the deep meaning of brand management. It has been concluded that there are
various tools and techniques that can be used by the owners as well as employees to maximizes
brand value. With the help of brand equity, the company can enhance the loyalty of customers
and encourages them to buy products and services with their brand. The report also concluded
that brand management is the only tool that help to build high position in a market and also help
to maximize sales & increases its selling power. The present report help to know the importance
of branding and why it is necessary in present business practices. Further it has been concluded
that there are different strategies of portfolio management, brand hierarchy and brand equity
management. It also helps to evaluate the brands managed collaboratively and by conducting
market research, Nestle can easily understand the needs and wants of its customers and can
modify their product by using innovative ideas. The report presents different tools and
techniques such as by creating brand awareness, company should continuously advertise
products and make sure that customers do not forget their brand or should not switch to another
one.

REFERENCES
Books and Journals
Bamossy, G. J. and Solomon, M. R., 2016. Consumer behaviour: A European perspective.
Pearson Education.
Borkovsky, R. N. and et.al., 2017. Measuring and understanding brand value in a dynamic
model of brand management. Marketing Science. 36(4). pp.471-499.
Burmann, C. and et.al., 2017. International Identity-Based Brand Management. In Identity-
Based Brand Management (pp. 291-312). Springer Gabler, Wiesbaden.
Chernev, A., 2018. Strategic Brand Management. Cerebellum Press.
Du Preez, R., Bendixen, M. and Abratt, R., 2017. The behavioral consequences of internal brand
management among frontline employees. Journal of Product & Brand
Management .26(3). pp.251-261.
East, R. and et.al., 2016. Consumer behaviour: Applications in marketing. Sage.
Grinold, R., 2018. Linear Trading Rules for Portfolio Management. The Journal of Portfolio
Management. 44(6). pp.109-119.
Hartmann, P., Apaolaza, V. and D’Souza, C., 2018. The role of psychological empowerment in
climate-protective consumer behaviour: An extension of the value-belief-norm
framework. European Journal of Marketing. 52(1/2). pp.392-417.
Heding, T., Knudtzen, C. F. and Bjerre, M., 2015. Brand management: Research, theory and
practice. Routledge.
Holzmann, A. and Schmid, E., 2018. Consumer behaviour in the residential heating sector in
Austria: Findings from a bottom-up modelling approach. Energy and Buildings. 158.
pp.486-493.
Kasemsap, K., 2018. The roles of corporate marketing strategies and brand management in the
global retail industry. In Digital Marketing and Consumer Engagement: Concepts,
Methodologies, Tools, and Applications (pp. 294-325). IGI Global.
Melewar, T. C. and Skinner, H., 2018. Territorial brand management: Beer, authenticity, and
sense of place. Journal of Business Research.
Nguyen, D. H., de Leeuw, S. and Dullaert, W. E., 2018. Consumer behaviour and order
fulfilment in online retailing: a systematic review. International Journal of Management
Reviews. 20(2). pp.255-276.

Papista, E. and et.al., 2018. Types of value and cost in consumer–green brands relationship and
loyalty behaviour. Journal of Consumer Behaviour. 17(1). pp.e101-e113.
Penumaka, S. and et.al., 2017. System and method for brand management using social networks.
U.S. Patent 9,747,609.
Rosenbaum-Elliott, R., Percy, L. and Pervan, S., 2015. Strategic brand management. Oxford
University Press, USA.
So, K. K. F. and et.al., 2018. Brand management in the era of social media: Social visibility of
consumption and customer brand identification. Journal of Travel Research. 57(6).
pp.727-742.
Solomon, M.R. and et.al., 2014. Consumer behavior: Buying, having, and being (Vol. 10).
London: Pearson.
Szmigin, I. and Piacentini, M., 2018. Consumer behaviour. Oxford University Press.
Tonchia, S., 2018. Portfolio Management. In Industrial Project Management (pp. 173-178).
Springer, Berlin, Heidelberg.
Online
Keller's Brand Equity Model. 2018. [Online]. Available through:
<https://www.mindtools.com/pages/article/keller-brand-equity-model.htm>
Nestle’s Brand Identity: Packaging a Punch. 2014. [Online]. Available through:
<https://www.packaging-gateway.com/features/feature221/>
Recommendation for the weaknessess of Nestle. 2018. [Online] Available through:
<http://smallbusiness.chron.com/swot-analysis-recommendations-identified-
opportunities-24571.html>
Six Principles of Strategic Portfolio Management – How Does Your Company Rate?. 2014.
[Online]. Available through: <https://smartorg.com/valuepoint30/>
Six reasons why branding is important for ALL businesses. 2018. [Online]. Available through:
<https://www.talentedladiesclub.com/articles/six-reasons-why-branding-is-important-for-
all-businesses/>
Strategy. 2018. [Online]. Available through: <https://www.nestle.com/investors/strategy>
Ways to know brand awareness. 2018. [Online] Available through:
<https://labs.openviewpartners.com/6-alternative-0methods-for-measuring-brand-
awareness/#.W0WV0nV948ol>