This report provides a comprehensive analysis of brand management, focusing on Morrison's supermarket. The study explores the significance of branding as a marketing tool, examining its emergence in business practices and its impact on consumer perception and loyalty. The report utilizes the Keller's brand equity model and Aaker model to evaluate Morrison's brand management strategies, including brand awareness, brand loyalty, perceived quality, brand associations, and proprietary assets. It delves into portfolio management, brand hierarchy, and brand equity management strategies, and also examines collaborative branding approaches at both domestic and international levels. The report concludes by evaluating techniques for measuring and managing brand value, offering insights into how Morrison's can develop a strong and enduring brand in the competitive retail market. The report covers topics such as the importance of branding, brand equity, customer loyalty, marketing strategies, and the application of various models and frameworks.
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