Brand Management Report: Strategies for Bentley Motors Limited

This report provides a comprehensive analysis of brand management strategies, using Bentley Motors Limited as a case study. It begins with an introduction to brand management, emphasizing its significance as a marketing tool and its evolution in business practice. The report defines key components of a successful brand strategy, focusing on building and managing brand equity through Aaker's brand equity model. It then evaluates portfolio management strategies, brand hierarchies, and brand equity management techniques. Furthermore, the report examines how brands are managed collaboratively and in partnership, both domestically and globally, and evaluates techniques for leveraging and extending brands. Finally, the report assesses methods for measuring and managing brand value to develop a strong brand image within the market, concluding with a summary of key findings and recommendations for Bentley Motors Limited.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION ..........................................................................................................................1
LO 1 ................................................................................................................................................1
P1 Description on significance of branding as marketing tool and how its emerged in business
practice........................................................................................................................................1
P2 Define key components of successful brand strategy for building and managing brand
equity...........................................................................................................................................2
M1 Evaluate how brands managed successfully with use of application of theories.................4
LO 2.................................................................................................................................................4
P3 Description on different strategies of portfolio management, brand hierarchy and brand
equity management.....................................................................................................................4
M3 Description on analyse of portfolio management, brand hierarchies and brand equity.......6
LO 3.................................................................................................................................................6
P4 Evaluation on how brands are managed collaboratively and in partnership at domestic and
global level..................................................................................................................................6
M4 Evaluation on the use of differ techniques that used to leverage and extend brands. .........8
LO 4 ................................................................................................................................................8
P5 Description on evaluation of techniques for measuring and managing brand value.............8
M5 Discussion on application of techniques for measuring and managing brand value. ..........9
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................10

INTRODUCTION
Brand management termed out as strategizing and evaluating brand with terms of
positioning, target clients, brand image and brand perception (Keller and Brexendorf, 2017).
Therefore, it is the concept that aids to ensure that product and service highlight the quality of
brand. It is technique that focuses on improving the reputation of brand and commodity.
Hence, report will cover the business activities Bentley Motors Limited and it is the
entity that deals in British manufacture of the luxury auto mobiles and also subsidiary of
Volkswagen AG founded in 1919.
Furthermore, report will cover the following things as how brand is built and managed
over time, to define the key components of successful brand strategy, brand management and
brand equity management, identification of techniques that used to leverage and extends brands.
Lastly, evaluating the techniques for managing brand value to develop strong brand image within
the market.
Overview of the Bentley Motors Limited
Bentley Motors Ltd. is British manufacturer and market of Luxury cars and Suv's and this
firm is subsidiary of the Volkswagen group since 1998. Therefore, the chosen enterprise has
headquarters in Crewe, England. Therefore, this firm deals in product and services of
engineering manufacturing distribution.
LO 1
P1 Description on significance of branding.
Importance of branding as marketing tool-
Branding of product and services plays the crucial role in terms to boost up the sales of
the commodities. With help of setting effective branding strategies, it can aid to connect with
customers emotionally. Therefore, brand awareness is very helpful in terms to launch of product
and services in terms to drive the consumer decisions. To succeed in establishing brand, it is
essential to understand the needs and wants of customers. In addition to it, to develop a strategic
marketing-management plan, brand serves the guides and enables to align the plan with key
objectives of enterprise (Plumeyer and et.al., 2017). Herein, the main purpose of brand
management is to ensure that the product and service aids to highlight the quality of brand.

Therefore, strong brand creates the positive association between consumer and business,
product and service. Furthermore, it can be stated that there are various areas that are used to
develop brand within market and it is inclusive of terms as advertising, customer services,
reputation, logo and promotional merchandise. To have enhancement in brand image, the entity
can drive new business effectively and also can enhance brand awareness. Branding is critical yo
firm that has overall impact on company (Dirsehan and Kurtuluş, 2018). It is term that creates
emotional connection between customer and product. Brand management is very crucial and this
is the term that also supports to firm to improve and adapt with changing times. This is term that
plays vital role to develop and enhance brand image in market. Hence, it can be stated that the
strong and well known brand aids to generate future business and also enhance the value of
business. Branding is one of the crucial marketing practices that aids to rise competitive business
environment (Altaf and et.al., 2017). Therefore, branding is concept that plays significant role
with terms to create wealth and also enables to perform business practices effectively.
Bentley motors limited is the kind of auto-mobile firm and by doing better marketing the
entity can able to enhance profitability by focussing over the quality of commodities. Hence,
brand management aids to build emotional connection between customer and products.
Therefore, effective brand management support to grow consumer as become loyal and it also
aids to boost the productivity within enterprise (Wong, 2018). In addition to it, brand
management adopts strategies that help to evaluate the performance of entity and also it is one of
the integral part of business activities. Strong and well-known brand can supports to generate
future business and also conduct work practices effectively.
Brand extension
P2 Define key components of successful brand strategy for building and managing brand equity.
Brand strategy is term that is defined as a plan that works as to encompass specific, long
term goals this all can be achieved with evolution of successful brand. Hence, well defined and
executed brand strategy affects all aspects of business processes (Ogunnaike, 2017). To build
positive brand equity aids to continuously monitor customer engagement. Branding is one of the
crucial tool as it aids to make memorable impression on the consumers and allows attracts
customers to purchase the commodities. Thus, there are many areas to develop brand such are as
adverting, customer service, promotional merchandise and reputation.

With use of marketing tools, firm can able to track behaviour of consumer, engagement,
opinion and loyalty that aid to determine negative and positive impact on brand value. However,
it can be stated that gathering and analysis data plays integral role to maintain three major
component to build strong and effective brand equity as-
Aakar's brand loyalty model-
To build the lasting brand equity aids to enterprise to demand premium and higher
profits. Brand equity model is combination that depends on components as brand loyalty, brand
awareness, perceived quality, brand association etc. (Kinnunen, Uhmavaara and Jääskeläinen,
2017). There are following five categories to AAKER model as-
Brand loyalty- There is following factors that help to enhance the loyalty of brand as-
 Reduce cost- By reduction in cost aids to maintain the loyal customers then charming the
new ones.
 Loyal customers generates steady source of revenue.
 Existing customers- They work as to boost brand awareness and works as to bring new
customers.
 Competitive threats response time- Loyal customer’s takes time to switch to
commodity and service offered by other brand. Thus, buys time for company aids to
respond competitive threats.
Brand awareness- It is term that defined as consumer consciousness of a company. It is
effective term that aids to recognize brand image. Creation of brand awareness is key step that
aids to promote a new product (Chahal, and Bala, 2017). Therefore, consumers review on brand
brings substantial and effective commitment towards the brand that aids to build competitive
advantage.
Perceived quality- It is term that defined as brand that believed to provide quality products.
Therefore, it’s defined in following manner as-
 Quality- It plays crucial role that aids to conduct the things effectively.
 Brand position- It plays major role in order to attract the customers at wide role.
Therefore, it can be termed out as high the position of brand supports to have higher
perceived quality (Mohanty and Kumar, 2017).
 Price- Quality of product plays vital role in terms to decide the price of commodities.
Mainly in auto-mobile company, customers take the price as a quality indicator.

Brand association- It mainly defined as degree that is recognized within its product and service
category. It is very helpful as it aids to define that brand association will be helpful to create
positive attitude in the consumers mind. Effective association aids to create positive attitude in
consumers mind (Šerić, Gil-Saura and Mikulić, 2017). This is term mainly defined as something
positive that customer can relate to product and services within market. It is the attribute of brand
that comes in consumer mind to purchase commodities and services within the enterprise.
Proprietary assets- There are many things as patents, copyrights, trademarks, trade secrets and
intellectual property. It allows to have greater chance of brand competency in market.
Therefore, it can be defined that selective model helps to give idea about things as where
to stand and how to gain competitive advantage in market.
Manage brand overtime using brand extension, revitalization and reinforcement strategy-
Brand line extension- This is term that can be defined as offering the original product in the
new and innovative form. For example- Bentley Motors Ltd can come with the innovation in
their product line as to develop suv model. This will be the new innovation and something
different from existing commodities. This aids to have extension in brand line of commodities.
Brand reinforcement- This is defined as an activity that associated with the customer who have
related with the particular brand in order to become the repeat purchasers among with gathering
the attention of the new customers. Thus, Bentley uses this strategy in order to achieve their
object as to have growth in the product life-cycle stage. For example- Bentley Motors Ltd can
ave the use of brand reinforcement strategy by organising one global creative campaign as “Test
the drive”. This aids to reflect the both functional and emotional aspect of the customers.
Brand Revitalization- It is term that defined as marketing plan of action that aids to reach to the
maturity stage of product life cycle. This is one of the effective that works as to bring the
commodity back in the market and also look over to the sources of equality that is customer. For
example- Bentley motors Ltd use this strategy by having innovation in the product, place, price
and promotion of the products. It can be done in order to keep the consumer needs and wants.
M1 Evaluate how brands managed successfully with use of application of theories.
Brand model as Aaker is determined with independent five factors. Therefore, price,
quality and association of brand aids to positioned the image of brand within market. In order to
influence the customers it is important to understand the overall picture with application of

selected model. Brand can be managed successfully with help of undertaking the suitable
strategies so that things can be done in better mode.
LO 2
P3 Description on different strategies of portfolio management, brand hierarchy and brand equity
management.
Portfolio management strategies defined as approach that is efficient portfolio in terms to
define and generate the highest possible return at lowest possible risk. This is defined as roadmap
in which investor uses their assets to get their financial goals (. Altaf, Tabassum and Mokhtar,
2018). Therefore, there are two basic approaches as active portfolio management and passive
portfolio management.
Active portfolio management strategy- It is an investment strategy that tries to generate
maximum value to portfolios. It is the term that is implemented by the advices of analyst and
managers and they can able to analyse and evaluate market for presence of inefficiencies (Brand
Hierarchy, 2018). Thus, active portfolio management approach defined in following manner as-
 Top down approach- It is an approach in which managers observe the market as whole
in which they can perform well as per the ongoing economic cycle.
 Bottom up- under this, prevailing conditions of market and expected trends being
ignored and the evaluation is totally based on strength of commodities avail in market
(Branding, 2018). Entity must perform their business activities as per the economic
conditions.
Passive portfolio management strategy- It is strategy that put their focus over maximizing
diversification with the little expectation unit. This is term that aims to beat the market with
several trading decisions and investing strategies.
 Efficient marketing theory- This is term that relies on the fact that information affects
the market and this is immediately avail and processed by all investor in market. Hence,
it can be stated that portfolio managers follows up this theory and believes that average of
market cannot be beaten consistently.
 Indexing- Under it, index funds are used with terms to taking the advantages of efficient
marketing theory (Keller and Brexendorf, 2017). This is term that offers the benefits over
actively managed funds.

 Patient portfolio- It is term that mainly involves making investment in well-known
shares. Therefore, majority of firms represent that firm should have classic growth and
must be expected to generate higher earnings on the regular basis.
Brand management hierarchy- This is term that mainly defined as summarizing branding
strategy by displaying member and distinctive brand elements across the firms, products and
explicit ordering brand elements (Plumeyer and et.al., 2017). Therefore, it is the corporate
branding and it relates with practice of using entity name as a product name. By the use of
capturing the potential branding the relationship between various commodities sold by enterprise
will be undertaken as graphically branding strategy. Hence, brand management is term that
mainly engages in terms to designing of logo, brand image.
Brand equity management- It is comprehensive framework that is defined as set of
organisation activities that timely designed to provide timely, accurate and actionable
information to marketers (Dirsehan and Kurtuluş, 2018). This is term that mainly helps to take
the best possible tactical decision in short run and strategic decision in the long run. Therefore,
firm creates the brand equity for their commodities in order to make them memorable,
recognizable, easily and superior in quality and reliability. It aids to drive the business
performances effectively and efficiently.
To perform the business functions effectively Bentley Motors limited must have the use
of Keller's brand equity model. It is the model that defined in shape of pyramid and it has
differed four levels. Thus, level of brand pyramid is follows as-
 Identification- It is term that is defined as analysing the needs and wants of customers so
that firm can produce better quality commodities to attract the customers (Altaf and et.al.,
2017). With help of providing better commodities the entity can able to have
enhancement in brand image.
 Performance management- It is term in which it is essential to evaluate that enterprise
is performing their duties effectively or not.
 Response- Entity needs to cater for the responses of consumers. To carry out the business
activities effectively, it is essential to put focus over terms as quality, credibility.
Consideration and superiority.

 Brand relationship- It is step that is defined as brand resonance. Hence, it can be
defined that better quality and affordability factors attracts customers to purchase
commodities.
Brand portfolio strategy as-
 Branded house- It is the house that is the most common form of brand architecture.
Therefore, the major brands like google and Apple are the core example of this term.
Both the firm are having smaller sub brand but can be market and operated under the
umbrella of the parent brand. For example- Fed ex is another company that done
excellent job with their branding and it has certainly reaped the benefits of taking the
approach as branded house. Therefore, lines up are inclusive of Fed ex freight, Fed Ex
ground and Fed ex Kinos etc.
 House of brands- It is the exact opposite of the branded house. It has numerous number
of brands. For example- P&G are the great example of it, as there are number of product
comes under this as Tide, PANTENE, Pampers and Duracell etc.
 Hybrid strategy- It is defined as architecture of master brand, sub brand, endorser brand
and free-standing brand. This is relate with changing brand architecture by acquiring
existing brand with use of mergers and acquisition.
Some definitions are as-
 Corporate branding- It is defined as practice of promoting the brand name of corporate
entity as opposed to specific product and service.
 Family branding- It is mainly used by the firm with the positive brand equity.
 Individual brands- Under this products are given brand names and this not connect with
existing brands offered by the company.

Figure 1: Hierarchy of Bentley
M3 Description on analyse of portfolio management, brand hierarchies and brand equity.
Portfolio strategies defined as an investment strategy that aids to integrate and generate
maximum value to a portfolio (Wong, 2018). Bentley motors can have use of it as this define
roadmap by which investor can use their assets to get their financial goals. It is implication of
assets pricing. It is term that mainly provides the timely, accurate and actionable information that
will help to take strategic decision in long run. Therefore, strong brand equity aids to premium
price is both accepted and expected by customers.

LO 3
P4 Evaluation on how brands are managed collaboratively and in partnership at domestic and
global level.
Brand extension and brand stretching is defined as marketing strategy in which entity can
able to market their product with well-developed image in varied categories of commodity.
However, this term can be useful to have establishment of brand name in product categories.
Global brand strategy is defined as act of balancing between local level of business and to
conduct the things as international strategic decision. To manage the brand equities at global and
domestic level, Bentley motors must put their major consideration over three forms as company
resources, current international position and capabilities (Ogunnaike, 2017). Hence, successful
global brand management is the term that is defined as balancing the act between local level
aspiration and international strategic vision. Thus, global brand management must get evolved
into a complex and ever changing discipline process.
Managing brand is inter connected and complex process that mainly gets affected by the
competition, regulations, supply chains and distribution issues. Branding is process that needs to
be done in the effective and efficient manner. To conduct the all activities in the better it is
essential to analyse and understand the each needs of customer (Kinnunen, Uhmavaara and
Jääskeläinen, 2017). In order to have expansion of business activities, Bentley motors limited
needs to undergo with innovation process. In the world of globalisation, multinational companies
and expansion of online commercial and social interaction evolved into the complex and ever
changing discipline. Brands are mainly gets affected by heightened competition, supply chains,
regulations and distribution issues (Chahal, and Bala, 2017). Furthermore, it can be stated that
global brand management requires coordination among countries in order to make clear the
image of firm. Therefore, key to success is harmonisation and consistency. In order to make the
process effective, brand can be extended and leveraged in following manner as-
Brand extension- It is one of the effective marketing strategy that works as to marketing the
product with well-developed image in terms to different product category. It is mainly used as
practice of using current brand name in order to enter into the new market and differed product
class. Successful brand aids an enterprise to launch commodities in new categories in more ease
mode. Extending a brand outside is one of the core product category and that can be beneficial in
order to evaluate product category opportunities (Mohanty and Kumar, 2017). This is term that

defined as practice to enhance market share for given product and service. This is mainly defined
as concept that work as to have enhancement of brand into the new territories and market. It is
mainly concept that works to expansion of business activities in better and effective manner. By
the use of innovative approach the firm can able to undertake the business operations in effective
and efficient mode.
Line extension- line extension strategy defined as one of the most established product brand
name. Hence, it can be stated that line extension mainly occur at time when the firm introduces
additional item in the same product category. Expansion of product line will work as to adding
new features to existing commodities rather than developing new commodities. Furthermore,
line extension is defined as low cost and low risk strategy to extend existing brand names. In
addition to it, this can be stated that the way in which entity expands its inventory determines the
line extension.
Brand leveraging- It is strategy that mainly use the power of an existing brand and it supports
firm to take entry into related product category. This is defined as strategy that use the power of
an existing brand name to support firm entry into related product category with help of
communicating valuable product information to the consumer (Šerić, Gil-Saura and Mikulić,
2017). This is one of the effective term that aids to carry the positive brand characteristics and
attitudes into the new product category. Hence, brand manager must decide that which products
can be leveraged under a brand. It is most successful and profitable strategy. Bentley motor
needs to implement it correctly so that firm can provide new commodities with right image.
However, to manage the brand at global level it is essential to undertake the business
function at systematically mode. This term will aid to undertake things in effective and efficient
mode.
M4 Evaluation on the use of differ techniques that used to leverage and extend brands.
There are number of strategies as brand extensions, line extension and brand leveraging
in order to build successful business activities. It is strategy that will be used as power of an
existing brand that supports to the firm in terms to communicate valuable product information to
the consumer (Altaf, Tabassum and Mokhtar, 2018). By using differ techniques, the firm can
able to undertake business function in better mode. Herein, firm must build brand equity that
capitalize strong brand within market in order to launch new products in different categories.