Brand Management Strategies: Brand Equity, Portfolio for ASDA & ALDI

This report provides an analysis of brand management strategies, focusing on ASDA and ALDI. It highlights the importance of branding as a marketing tool and its evolution in business practices. Key elements for building and managing brand equity are discussed, including target audience, brand promise, perception, brand values, and brand positioning. The report also covers portfolio management, brand hierarchy, and brand equity management strategies. Furthermore, it examines collaborative brand management in international and domestic partnerships and various techniques for measuring and managing brand value. The report emphasizes the need for companies to manufacture products according to customer demands and satisfaction to create a positive brand image and gain a competitive edge.

BRAND
MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1. Importance of branding as a marketing tool and the way it has emerged in business
practices..................................................................................................................................1
P2 key elements which are used for successful brand strategy for building and managing
brand equity............................................................................................................................3
TASK 2............................................................................................................................................5
P3 Various strategies which are related to portfolio management, brand hierarchy and brand
equity management.................................................................................................................5
P4 Possible way through which brands can be managed collaboratively in partnership both at
international and domestic level.............................................................................................7
P5 Various kinds of techniques which is used for measuring and managing brand value.....8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management can be stated as an analysis through which brand is perceived in the
market. They target to have a good relation with their customers. This includes some tangible
elements which may involve price, packaging etc. and a brand manager is one who looks after all
the tasks which are associated with the brand (Dinnie, 2015). ASDA and ALDI; both are leading
supermarkets which deals in retail and have a turnover of more than 50 million in Euros. This
assignment will include a systematic process through which a brand is built within a stipulated
time period. Apart from this, portfolio of a brand is mentioned which is crucial for any
organisation whether in international or domestic market. New tools and techniques which are
adopted by company are also included in this report.
TASK 1
P1. Importance of branding as a marketing tool and the way it has emerged in business practices
Brand can be said as a name which includes name, design, symbols, features, etc. which
makes them different from their rival companies. These are used by an organisation so that their
customers can easily identify their products. It is essential to have a perfect brand image because
through this, organisation can attract more people which will gradually increase their growth of
business. With this process, company can get to know about the changing trends and tastes of
their customers. This enables them to manufacture the goods which are in superior quality.
All these factors help a company to create a positive brand image in front of their
consumers. This assists them to have a great market share in comparison with other rival
companies (Hanna and Rowley, 2013). It improves the management to develop those products
which provide them with competitive benefits. Through this process, company can attract more
people for a long period of time. Some of the important marketing tools which are utilised by the
organisation are mentioned as below:
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Improve recognition: Manufacturing quality products will make them more popular. For
this, they use symbols and characters which are associated with their products. As all these
images and signs can easily be remembered by their customers, ALDI has introduced many
innovative logos which are helping their customers in identifying them easily. This is gradually
increasing sales and production which is enhancing their revenues.
Provide competitive advantage: In the present scenario, competition level has raised,
every firm whether it is small or large. it is mandatory to have some strategies which will make
them more powerful in the market place. Companies are preparing new plans for attaining their
set targets in a specific time period. Through this, they are able to get information about specific
measures which are required to be followed by their employees. After all these things are done in
an effective manner, this helps them to take their business in forward direction (Buil, De
Chernatony and Martínez, 2013).
Brand is a stable asset: Organisation can use brand as an asset as this can be seen as one
of the key elements which give long term profits to firm. This can also have an adverse effect on
business if the products are not sold on a regular basis. Here, tools and techniques which they are
using play an important role as this can make them a powerful brand or vice versa. Trademarks
can be said as one of the essential elements which are used along with available resources as this
makes them unique from other companies.
Branding creates trust: Producing goods as per demands of customers is necessary
because they are the one who buy their commodities. These assist them to maintain a positive
relationship with their consumers. By manufacturing new products, ALDI is able to gain trust of
their customers which make them loyal towards this organisation (Temporal, 2011).
Supports in advertising: Company should use mediums through which they can
broadcast the message about their products so as to attract a number of people. By this process,
consumers can know about the latest products which they have launched. It also assists them to
remain in the market place for a long period of time. ALDI is using appropriate methods for
advertising their products which are gradually increasing their sales and profit.
Creates financial values: Brand equity of an organisation helps them to construct a
positive image. For this, ALDI uses such branding tools which are according to the current
scenario. Through this process, they get more funds from financial institution whenever they
need money for enhancing their business based on which they can increase their market value.
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ALDI is producing products as per the market demand so as to expand their firms in other
nations as well (Gromark and Melin, 2011).
Generates more customers: Organisation can generate more customers if they are
providing high quality products to their consumers. ALDI is having quite a large number of
buyers who are all around the world. As a result, they are able to maintain and generate a huge
amount of fund and revenues which are sufficient for them to manufacture any product or carry
out their business. This make them capable to give a tough fight to their rival companies as they
are giving them with desired products which are as per the needs and satisfaction of people.
PRODUCTS BRANDS
Products are the commodities which are
produced by company so that customers can
buy them with their money.
Brand can be stated as an item which are
established so that customer can recognise their
products easily.
These products can easily be manufactured and
produce a duplicate of that commodity.
In this it requires permission from executives if
not than they can file a case against them.
This depends on customer's needs and
requirements that can be changed any time.
This makes customers to easily identify their
brand which enhances the market value.
Therefore it can be evaluated from the above statements that, companies should
manufacture their products as per the demands and satisfaction level of the customers. This helps
them to create a better image of their brand in front of their consumers. They use certain tools
and techniques which are as per the current scenario. ALDI is an established brand, having
around 10,366 stores across the globe. Able to make profit by giving satisfactory products to
their customers which is increasing its position in market place (Valette-Florence, Guizani and
Merunka, 2011).
P2 key elements which are used for successful brand strategy for building and managing brand
equity
For a long term plan and profit making of brand strategy is very essential it helps them in
executing their plan of action in an appropriate manner. So, they can achieve their objectives and
goals in specific time period. Thus, brand manager is an important person who introduce certain
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strategies which are according to the customers needs and satisfaction. Hence, for ALDI it is
necessary to have an interaction with their consumers so that they can produce according to the
recent trends and culture which is taking them to a higher position in market place (Zhang, 2015)
(Förster, 2011).
Some of the factors which ALDI is using for managing and executing a proper brand
strategy which is required to have a smooth conduct of their business. There are usually six
elements that are given below:
Target audience: People who purchase their commodities can be said as the targeted
audience, they can be found in every corner of the world. Hence, it is important to identify
appropriate brand strategies which will assist them to have a perfect growth in the market. ALDI
has introduced new fashionable items which are liked by people. Designer products made by
them are attracting number of customers. They are selling their products at a very reasonable
rates so that every sector of society can buy them.
Brand Promise: Company should promise to provide superior quality their customers so
that many people can purchase from there. They have to make sure every possible resources are
used by them in manufacturing their products so as to have affluent products. This will help them
in gaining more profits. ALDI has satisfied all the needs of consumers by providing them with
best quality products at a very cheap rate. This has gradually increases the number of consumers.
Perception: This can be easily formed for a specific company because it is based on
person's thinking. So, it is important to have a good brand image in front of their consumers
because through this they can tell their employees to wok effectively.
Values associated with brand: Values are very essential to maintain and it can differ
from organisation to organisation. Based on this ALDI make proper plans regarding their
products. Thus, it is essential for managers of ALDI to make rules and regulations which can be
easily understood by all their employees before introducing any plans (Zenker and Beckmann,
2013).
Brand Positioning: Under this company can know about their real position where they
actually stands. Hence, it is vital role managers of ALDI company to maintain and give proper
goods and services in effective manner. For this organisation has to make a plans through which
they can enhance their business.
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Therefore, ALDI company should consider all these elements in order to work in a proper
manner. Brand equity is a tool which plays an important role in providing best products because
it is observed by consumer's perception. This term can also be named as brand value. By utilising
limited resources without wasting them they can produce quality products.
For maintaining a good relation some of the elements are discussed here and mentioned
below:
Brand Awareness: It is the first step that gives information about their specific products.
Thus, this will provide all knowledge about the commodity to their customers, company should
give better services and consumers can associate themselves with the products. For making this,
organisation use all possible resources which are available to them and not used before. Thus,
ALDI should produce those goods which valued by consumers (Abrahams, 2016).
Perceived Quality: Company should identify customer's needs and satisfaction because
based in this consumers make perception about the particular commodity. Hence, to work
properly, organisation must maintain a good image about their products. Before introducing any
products they should ensure that all their commodities are according to the needs and
requirements of buyers.
Brand Experience: Products which are produced depends upon the views of customers.
If experience of an individual is good with that commodity than it will have a good impact but if
not than vice versa. ALDI is manufacturing trade goods which are as per the consumers and
every single person can buy them.
Brand Preference: This is one of the important component which comes under brand
equity. It depends upon customers needs whether they want more products or not so that they can
manufacture them. Through this company can gain their bet position regarding sales and
productivity. ALDI is preferred by most of the people because it provides stuffs in reasonable
rates. They growing day by day because they have implemented strategies which are beneficial
for their organisation (Melo and Galan, 2011).
TASK 2
P3 Various strategies which are related to portfolio management, brand hierarchy and brand
equity management
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Brand management is a method which helps company to generate a good connection between
the products and the their buyers. They deliver good quality products so that they can retain
their relation for a long period of time. It is used so as to capture a better share in the market for
this it includes sales, profit etc. It can be said that organisation which are catering their products
in the markets successfully attempts to make strategic choices when it comes to delivering their
vision. The decisions which are formulated by an organisation carries a significant impact on
results which will be achieved in near future. The senior management makes sure that decisions
which are beneficial for the business are attained. The major strategies which are employed by
organisations are determination of clear vision of organisation and focusing on strategy
prioritization of factors which leads to building of an strategic approach.
Brand portfolio strategies
When there are big companies who serve with lots of products, then strategy of brand portfolio
is concerned. Under this organisation comprehends all their activities under a single umbrella.
For example: ALDI sell all its products like home appliances, beauty products etc. and this to
happen organisation must make some effective strategies which they can use to plan for their
future. This can be understood by following points which are given below:
Driving revenue and profit growth: In this category company plan their product in such a way
that they can produce with unique features which assist them to seek attention of more people.
This concludes that this helps them to create a positive image of a particular brand in market
place.
More efficient: Adopting different kinds of tools and techniques can make them more efficient
and produced a quality products which will gradually enhance their sales.
Investment in business: Company should contact with stakeholders who will invest their
money in various activities. For this they can use advertisement sites so as to promote their
commodity. ALDI is taking help of TV commercial, newspapers etc., which is aiding them to
aware a maximum number of people in UK.
Management hierarchy of ALDI
Umbrella Brand: This involves single brand to sell various number of products. This can be
used by ALDI so as to have positive impact on others with context to brand equity. Umbrella
branding is different from brand extension as it is a variation in current products on the other
hand umbrella branding includes several brands that has separate identity into one parent
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company.
Products: ALDI is providing with different items like food, beverages which are concentrated
coke, sanitary articles, household goods and many more. This make them unique from other
brands which assist them in capturing a huge market share.
ASDA
Umbrella Branding: This company is utilising umbrella branding for increase their sale and
uses different kinds of goods and services under one single brand.
Products: Grocery items, franchise products and merchandise items are produced by them
which is enhancing their sales and productivity.
CBBE model (Customer based brand equity)
CBBE model is essential for a company to manage brand equity in an effective manner. This
model was profound by Sir Kevin Lane Keller. He stated that brand is a word which is used to
represent the feelings and perception of customers which assist a company to give proper goods
and services that are made to meet the satisfaction level of buyers. Thus, this provide consumers
a variety of products from where they can buy appropriate products.
Advantages of CBBE model
Brand identity: This makes a company different from other rival organisation.
Brand response: Under this it includes the response of their customers which are required to be
understood so as to earn more profits.
Brand resonance: This assist a company to create a positive image in front of the people so as
to give a tough fight to their competitors.
P4 Possible way through which brands can be managed collaboratively in partnership both at
international and domestic level
It is necessary for customers to know about several commodities which are manufactured by
company so as to make that brand successful. To maintain their position in market place it is
essential to increase the level of productivity so as to meet all the set targets in a particular
period of time. It is extremely important for business organisations to manage brand as their
asset so that distinct business position could be achieved in the market. Firstly it is important to
link business and brand strategy so that an unique brand identity could be created. The brand is
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to be expanded strategically so that area of expansion could be enlarged when it comes to an
organisation.
Brand Extensions
This tool is used by many of companies so as to gain trust of their customers. They work
according to the needs and satisfaction of their clients. This implement something new which
modify their commodity which aid them to act differently in the market place.
ALDI and ASDA both organisation are popular firms and plan their strategies accordingly to
the users. They are becoming famous globally and have opened many stores through out the
globe.
Market development: ALDI should open their stores in such places where they have not
explored yet this will create a chance of maximise their profits and revenues. For this company
should identify and evaluate what all places they can establish there business.
Diversification: This step is followed to attract a large number of public and this can be done
by implementing new skilled workers who will produce the products with innovative ideas.
Market penetration: Through this process company get to know about how many products
have been sold and this can be identified by a comparison between different sales of various
sales.
Product development: Different kinds of products come under this so it is essential to know
about the expectations of customers as per the present scenario.
All these methods which are mentioned above are very important for ALDI so as to
increase their market area. They can implement various techniques to fulfil this whether
internationally or at domestic level.
P5 Various kinds of techniques which is used for measuring and managing brand value
In this current market scenario use of different tools and techniques which are advanced in
nature because of which they have to make lot of changes as per the present market situation.
ALDI should make sure that products which they are manufacturing are according to the views
of consumers. Some of the barriers which can hinder their business are financial report of an
organisation, modification, safety. Therefore, managers should identify the weaknesses so that
they can find the best possible way to eliminate them.
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Orienting: Plans related to ALDI and ASDA
ALDI ASDA
They are producing commodities which are
better in class internationally and domestic
level as well (SWOT analysis of ALDI, 2017).
They have introduced marketing strategies
which are used by other company also.
They are manufacturing goods according to
the needs and satisfaction of customers.
Different geographical areas are kept in mind
before introducing their products in the
market.
SWOT analysis of ALDI
Strength  They are comparably providing better
products than others.
 Price rates are relatively low.
Weaknesses  Cost of certain products are high as
compared to other commodities.
Opportunities  They have produced alternative
products which are consumed by many
customers and it is gradually
increasing their sales.
Threats  In this current market threat of become
superior is a big risk so, company
should maintain its level in front of
their customers.
Thus is essential to cope up with all these problems so that they can expand their business
in a healthy way.
CONCLUSION
From the above report it can be concluded that companies has implemented proper
methods so as to sell their commodities accordingly and easily. This assist them to attract more
and more people. Superior officials are the one who set all strategies which are appropriate for
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