Comprehensive Brand Management Report: Holland & Barrett Case Study

This report delves into the intricacies of brand management, focusing on Holland & Barrett as a case study. It begins by defining brand and brand equity, emphasizing the effectiveness of branding as a marketing tool and outlining key components of a successful brand strategy. The report then explores the Customer-Based Brand Equity (CBBE) model, illustrating its application to Holland & Barrett. It further analyzes portfolio management, brand hierarchy, and brand equity management strategies, providing critical evaluations of each. The report also examines collaborative brand management and techniques for leveraging and extending a brand. Finally, it discusses various methods for measuring and managing brand value, offering a critical assessment of their effectiveness. The report concludes with an overview of the key findings and recommendations for enhancing brand management practices.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 ...........................................................................................................................................1
P1 Effectiveness of branding as a marketing tool..................................................................1
P2 Key components of a successful brand strategy................................................................3
M1 How brands are managed successfully............................................................................5
M2 Provide appropriate examples within an organisational context.....................................6
TASK 2 ...........................................................................................................................................6
P3 Different strategies that has been used for portfolio management, brand hierarchy and
brand equity management.......................................................................................................6
M3 Critical analysis of portfolio management, brand hierarchy and brand equity management
................................................................................................................................................8
TASK 3 ...........................................................................................................................................9
P4 How brands are managed collaboratively.........................................................................9
M4 Critically evaluate the uses of different techniques which are used to leverage and extend
brand.....................................................................................................................................11
TASK 4..........................................................................................................................................12
P5 Different techniques which are used for measuring and managing brand values...........12
M5 Critically evaluate techniques for measuring and managing brand value.....................15
CONCLUSION .............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management is a specified function which includes techniques for enhancing
perceived or sensed value of a company's product line and its brand image. Having an innovative
and constructive brand management assists an organisation in establishing higher value and
brand image in the minds of customers. A firm gains a number of benefits through brand
management such as enhance memorability among people, customer loyalty, brand image and its
growth (Adina, Gabriela and Roxana-Denisa, 2015). The organisation selected for this report is
Holland & Barrett, which is a subsidiary firm having operations in the retail industry. The
company is headquartered in Nuneaton, United Kingdom and was established in 1870. Products
offered by Holland & Barrett are range from beauty enzymes, herbal medicines, vitamins,
minerals to vegetarian foods.
This report focuses on ways to strengthen brand along with ascertaining activities that
support in attaining a higher market share. Furthermore, topics discussed in this report include
strategies relating to the management of the brand. On the other hand, it also evaluates
techniques for measuring and managing brand value overtime. Thus, for this marketing tools will
be used determine importance of branding as well as key components of brand strategies. The
report also includes diversified types of strategies relating to portfolio management, brand equity
management and brand hierarchy. It also includes strategies which are used by the company for
leveraging itself overtime internationally and domestically. It also describes the techniques that
can used to measure as well as manage brand value.
TASK 1
P1 Effectiveness of branding as a marketing tool
Brand
Brand is referred to a name, design, term, symbol or any other feature which helps a
person in identifying a specific seller's goods and services and determining the difference from
its competitor sellers. It can be used in marketing, advertising and business.
Brand equity
Brand equity is a term used in the marketing sector that describes the effective value of
having a renowned brand name for specific products and services. It is generally created by a
firm for its products and services in order to make it memorable, recognizable and reliable.
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Branding and its importance as marketing tool
Branding refers to the process of giving a unique identity to a product, which requires the
organisation to effectively provide the product with a unique symbol or name which could easily
help the company in differentiating its products in the market (Anagnostopoulos and et.al.,
2018). It is highly essential as it helps in developing a unique position against competitors'
product in marketplace. The product is effectively impacted through branding and hence, have
implication towards customers too in terms of preferences.
In other words, branding is the technique which create goodwill in the minds of customer
which help company to persuade their buying behaviour and force to stick with their brand for
longer period of time. The major aspect that help company in exercise of building effective brand
includes ascertainment of copyrights, trademarks and logo with assistance of government
agencies to ensure uniqueness of the same. The contribution of the same in building effective
brand is understood from the fact that this will restricts outsiders to copy the original creation
also presents the organisations efforts in respect to protection of their offerings. This will further
act as marketing tool and help in creation of feeling of trust among the consumers that they
always get the right product or offer from the organisation side due to the acceptance of strict
nature of protection from their side.
Some of the crucial factor that assist in determining branding as a marketing tool are
Strong unique value proposition, knowledge of customers, brand consistency and so on. Below is
the description of branding and its importance as marketing tool in context of Holland & Barrett
are:
Brand awareness: The most essential importance of branding as a marketing tool is that
it helps a firm in building brand awareness due to the ability of creation of unique identity in
market (Balmer and Chen, 2017). So, creation of certain logo and brand name from the
management side of Holland & Barrett help in improvement of their awareness in market.
Brand as symbol: Another importance of branding as a marketing tool is that it help in
showcasing distinct characteristics of the product in the market on the basis of the factors which
are associated with the organisation in actual like quality, high amount value etc. So, use of same
from the side of Holland & Barrett help themselves to build unique symbol in market.
Brand Loyalty: Using branding as a marketing tool helps in enhancing the loyalty of
customers towards the brand as this will creates the perception in the mind of consumers that
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consumption of product of that particular brand always provide high value. This is the important
aspect for Holland & Barrett regarding the acceptance of the same as strategy to enlarge its
market share in business.
Emergence of brand in business practice
Brands are appropriately emerged in business practices due to the reason that it helps the
firm Brands are appropriately emerged in business practices due to the reason that it helps the
firm to create exclusivity within the market, which also helps customers in locating their product
amongst other ones (Balmer and Wang, 2016). The practice of emergence as brand in the
different businesses is started with this reason that this will provides an unique identity in market
which simultaneously work as the marketing tool and improves the overall market value. The
process which is used by the businesses in respect to the development of themselves as unique
brand includes ascertainment of IPR of new creations, use of certain Logo and slogans to create
different identity and endorsements of product with the help of popular celebrities.
Hence, for the brand the like Holland & Barrett, the management must ensure effective
branding for its products in order to reap the opportunities in association with the same.
P2 Key components of a successful brand strategy
Brand equity is a marketing term which describes the brand value effectively. As the
value is determined by the consumer perception about the products and services of the
organisation, which in the context of chosen organisation is food items associated with health.
Along with this, brand help constantly to expand and grow in market effectively. Equity help the
company to charge more price with the great deal of brand value. The equity is transferred to the
line extensions product related to the brand itself or line extension. Hence, this is essential for the
company like Holland & Barrett to make brand strategy as it help in providing better services to
the customers who visit the store. So, this will help in increasing the loyalty which is useful for
the company to earn more and more money. In order to understand as well as management of
brand equity, the CBBE model is taken under consideration which is explained down below:
CBBE model
This is the model which is known as customer's based brand equity model which was
given by marketing professor Kevin Lane Keller. Holland & Barrett can use this model in order
to manage the resources effectively and managing the brand altogether, so that maximum
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revenue can be generated effectively. Down below are some steps which are explained along
with the integration of chosen organisation as example:
Salience: This is the method which help company to stand out from the marketplace and
create and effective awareness of the same (Batey, 2015). There are several ways through which
awareness could be created by Holland & Barrett. As an example, first the customers are to
identified through market research and they are further segregated in market segments where
their needs and relationship with the brand are identified. According to this the customers upon
which major focus of this organisation have are those which are health conscious in nature and
want to consume healthy foods. Different categories of people are focus here on the basis of their
age factor in accordance to their nutrient requirements. Furthermore, the next aspect is to
emphasise on narrowing down choices of customers of how they decide between the brand and
that of the competitors. Identified from the analysis that customers chose brand on the basis of
quality and delivery of items. On the basis of ascertainment of overall information presence of
Holland & Barrett at this stage is at medium level where they lack in delivery aspects.
Meaning: This stage covers the two aspect which include Imagery and performance. As
imagery refers to how well the brand are interrelated to the customer’s needs belong to the social
and psychological needs (Brexendorf, Bayus and Keller, 2015). Whereas, Performance define
how well your product meets the customer need directly. On the basis of analysis of the actual
offerings of Holland & Barrett understood that their products are able to meet out many aspects
of performance such as high in nutrients, reliable and effective in nature. The aspects which are
missed to fulfil includes serviceability and price. One the other hand, the imagery need of
consumer is not well fulfilled because not help to met social needs due to low presence in
market. The identified gaps can be easily fulfils by the organisation through acceptance of digital
technology within their operations which help in improvement of their serviceability also the use
of social media aid in ascertainment of social needs.
Brand response: Here the customer provides the feedback to the company after the
usage of the product. This result are driven on the basis on judgement and feeling regarding the
past experience. Holland & Barrett, in order to develop effective judgement and feelings must
ensure that the quality standards are met with the industrial guidelines and customer preferences.
Furthermore, they must ensure innovation and uniqueness within their products and services,
which are required to effectively develop positive judgements from customers. At present the
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view of customers towards their products and services on various determinants is different in
nature in accordance to the perceived value. On terms of quality the product available at retail
shop get the medium rating but on the basis of credibility the rating of their products is high.
This is so because likeability and innovation in providence of nutrients is enjoyed by consumers.
Holland & Barrett is needed to work on the aspects which improves the quality like providence
of fast service along with the usage of high nutritional ingredients suggested in accordance to
standards of nation.
Brand resonance: This refers to the top of the brand equity pyramid because this is more
desirables aspect to reach (Christodoulides, Cadogan and Veloutsou, 2015). It has different
elements such as behavioural loyalty, attitudinal attachment and many more. This stage is quite
hard to be accomplished by an organisation. The level of behavioural loyalty of old people is
high in comparison to young. So, overall Holland & Barrett is needed to focus over preference of
young people as these are major target of their brand. In this regard, they have to focus over the
use high nutritional ingredients which are able to provide kind of vitamins and other
requirements in accordance to the standards build by the government.
Role of marketing in building brand equity
Marketing factors plays an essential role in developing brand equity in the market. Some
of the main roles played by marketing in order to develop brand equity are mentioned below:-
 Through marketing respective company is able to communicate with its potential
customers which leads to developing relationships as well as brand equity.
 Through marketing Holland & Barrett management is able to promote as well as
advertise its brand in most effective way which lead to development of effective brand
equity in proper way.
M1 How brands are managed successfully
The customer based brand equity model develop the effectiveness, safety and also
provide monetary benefits to the consumer (Dean and et. al., 2016). A strong brand image has
the higher market share which help in surviving in the long run effectively. For example, success
overtime could be managed through adhering to the steps associated with the customer based
brand equity model. The stages from salience to brand resonance is quite essential in context of
effectively managing the brand as per the perception of customers. Salience help to recognise
demand of consumers, meaning help to ascertain the aspects which are fulfilled, response help to
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ascertain the view towards the brand and products and resonance includes creation of
relationship through fulfilling the gaps which are identified and ascertained from the above
analysis. Overall application of model help to strength and manage the brand.
M2 Provide appropriate examples within an organisational context
In relation to Holland & Barrett, the firm could ensure acquiring effective and unique
selling proposition through effective tracking of customer's needs by market research. This could
be done by acquisition of feedbacks through questionnaires and surveys (Dwivedi, Johnson and
McDonald, 2015). Determined that organisation lacks in quality and nutrient requirements.
Furthermore, high quality offerings must be developed by the company in relation to healthy
food, which are required by the company to effectively and essentially ensure appropriate image
along with the fulfilment of nutrient requirements. Moreover, brand's credibility through
communication and involving distinct features with the help of the usage of digital platform
must be appropriately involved in the company's products to ensure enhancement in positive
judgements. Lastly, gifts with purchases and customer loyalty programs must be performed by
the company in context of enhancing its effectiveness at resonance stage.
TASK 2
P3 Different strategies that has been used for portfolio management, brand hierarchy and brand
equity management
Brand portfolios are defined as collection of different brands which operate under one
huge corporate umbrella (Griffiths and McLean, 2015). In this each and every brand develops as
well as maintains its own operational strategies and structure.
Portfolio management
It is highly essential for an organisation to have appropriate portfolio management
strategy which provides the firm with essential competitive edge within the market. With respect
to Holland & Barrett, the firm could perform portfolio management in number of ways which are
described below:
 Passive Management:
In this aspect, the firm could indulge in long term trading and investment in index funds
to meet the need of marketplace, rather than competing with other companies. The same is used
by Holland & Barrett in the form that this will provides an opportunity to built diversified
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product base which fulfil different nutritional requirement of various range of consumers on the
basis of their needs instead of focusing over other operations and getting involvement in other
activities.
 Active Management:
In case the firm requires to compete within the marketplace, they must appropriately adopt this
strategy, which would allow the firm to assess their portfolios and diversify them effectively in
order to succeed in the marketplace (Kaufmann, Loureiro and Manarioti, 2016). In case of
Holland & Barrett, this strategy can be used in effective management of their different health
products through bring coordination with consumer and market needs. So, this active
participation provides an opportunity to made frequent changes as per market forces.
Illustration of Hierarchical Management of brands
There are certain ways through which hierarchy could be managed by Holland & Barrett.
These types are stated below: Branded house: In this approach, the organisation acts as a brand and appropriately
associated with the sub brands of the company. This helps in appropriately and
effectively ensuring that the firm is quite strong through their strategies. Moreover, it also
enhances the recognisability too. House of Brands: This approach could be used by the organisation in order to create sub
brands which are different from the organisation and their promotion must be emphasised
upon perfectly. However, inconsistency might be a result of this strategy, which would
lead to complexities in the product.
 Hybrid Approaches: within this strategy, the firm could conveniently to pair with sub
brands which are lower within the brand hierarchy. Thus, the brands related to the firm
could essentially be attached to the firm and distinct as well at the same time.
The company is using branded house which help in determine the overall product range.
This model is taken into account by the Holland & Barrett through which make easier for the
company to sell the product effectively. In the context of Holland & Barrett the company have
diversified product range and with the help of this model the firm can easily provide the product
effectively under the name of Holland & Barrett. Hence this also become ease for the end user
to identify the product effectively which help in making proper choices in selecting the product.
Strategies to manage equity of brands
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Equity of brand depicts the value of same. It is considered in accordance to the
perceptions of consumers towards the particular brand (Kladou and et.al., 2017). High brand
equity allows the organisation to earn more from their products through charging of higher price
against the deliverance of high value. This will also results into the creation of strong loyalty in
between the two organisation and customers. Holland & Barrett is the organisation which is also
needed to improve their brand equity. Te way which help in ascertainment of the same includes
analyse of the different strategies and usage of same. Different strategies are defined below:
Proper and effective communication: This strategy includes about the disbursement of
actual information through the use of powerful medium. The influence of the same over
perception help to create sales and image which further turns into equity.
Proper image and reputation: This aspect has significant contribution behind the
development of equity. Providence of quality products along with the use of innovate aspects
help to maintain and sustain image in market that build high reputation.
Collective use of AAKER Model of brand equity provides an opportunity to build
effective brand equity. Here, this model includes the application of all the different strategies on
the basis of the various determinants of brand equity (Lucarelli and Hallin, 2015). The brand
equity is the sum up of awareness, loyalty, association, perceived quality and other proprietary
assets. So, implementation of the diversified nature of strategies in respect to build all the aspects
above defined help Holland & Barrett to accomplish their goal of building high brand equity.
M3 Critical analysis of portfolio management, brand hierarchy and brand equity management
In order to analyse portfolio management, formula plan theory has used in which various
procedure and techniques are made to know about price fluctuations at marketplace. Such theory
is used by respective organisation in order to maximize return and minimize loss. The negative
point associated with this theory in respect to portfolio management is that not focused over the
strength of the collaboration of the different products in accordance to their viability to provide
nutrients in market. The brand hierarchical is managed through management of brands
framework where brands are divided into different category for requirements of consumers and
accordingly fulfils their requirement for positive outcomes (Moreira, Fortes and Santiago, 2017).
The one negative aspect which is associated with the same is about determination of the different
consumers requirements on regular basis. The consumption of time disrupts the management
activities related to performance of important aspects. Similarly, for brand equity, AAKER
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theory is used which means building brand identity in minds of customer for buying of products
and services. Under this theory, there are four elements such as brand as product, brand as
organisation, brand as person and brand as symbol. The respective organisation has used brand
as product in minds of consumer for their brand. It helps in identification of product by
individuals as per their need and demand in order to achieve goal and objectives. Negative aspect
is associate with the acceptance of the same is that sometimes innovation backfires which as
direct impact over the equity that results into the decrement of brand power. In this way, for each
aspects, theories and models has used for knowing consumer's requirements in effective and
efficient manner. This leads to earn maximum profits and gain along with development, growth
and success of organisation. Therefore, it is also essential to make portfolio of brand first and
then manage it in best possible manner so that consumers get whatever they needed for their
basic requirements. All these are essential role which are played by brand manager for running
their activities and operations in best possible manner without any difficulty or struggle.
TASK 3
P4 How brands are managed collaboratively
Line extension
Product line extension is generally adopted by a company in order to develop its brand
name for new products in the same product category. This takes place when a firm introduces a
new or additional item in a specific product family under the same brand name (Moulard, Garrity
and Rice, 2015).
Brand extension
It is a marketing strategy in which an organisation markets a product along with well
developed image that is used by the similar brand name in a diverse category of products. In this
new product or offering will known as spin off.
Holland & Barrett is a chain of health food shops which has more than 1300 stores in
different 16 countries. The administration of brand is the duty of the management of
organisation. It is depends upon their capacity that how they are going to manage their brand
collaboratively and in partnership with some other organisation at domestic and global level.
Holland & Barrett is the organisation which have its presence on international levels too.
The usage of collaborative method provides an opportunity to cut the cost along with the
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