Report on Brand Management: High Level Impression Ltd and Cadbury Case

This report delves into the intricacies of brand management, utilizing case studies of High Level Impression Ltd and Cadbury to illustrate key concepts. It begins with an introduction to brand management and its importance in enhancing the value of products and services, emphasizing the significance of brand equity and customer loyalty. The report examines the brand management strategies of Dyson, focusing on innovation, brand extension, and the use of social media for marketing. It also explores the application of Aaker's model of marketing, highlighting components like brand loyalty, awareness, and perceived quality. Furthermore, the report analyzes Cadbury's brand portfolio strategy, discussing challenges the brand has overcome, such as sales decline, and the measures taken to rebuild brand reputation, including the "Vishwas" campaign. The report concludes with an evaluation of various techniques used to manage and measure brand value, emphasizing the development of strong and enduring brands.

Business

Table of Contents
Table of Contents
INTRODUCTION ..........................................................................................................................3
Task 1 ..............................................................................................................................................3
P1/P2 ......................................................................................................................................3
M1 Aaker's model of marketing ............................................................................................6
M2 Analyze a well-known brand discussing how the organization has managed that brand
over time citing examples of period when the brand needed to be revitalized or reinforced.7
Discuss challenge the brand may have overcome and how the organisation managed the
situation..................................................................................................................................7
Task 2...............................................................................................................................................7
P3 Analyse the organisation's brand portfolio strategy .........................................................7
Task 3 ............................................................................................................................................11
P5 using specific organisational example, provide an evaluation of different techniques in
order to manage and measure various elements ..................................................................11
Critically evaluate application of techniques and managing brand value in relation to
developing a strong and enduring brand .............................................................................13
CONCLUSION .............................................................................................................................13
REFERENCES .............................................................................................................................14

INTRODUCTION
Brand management is defined as an essential function within an organisation in which
various techniques are used for increasing value of products and services. There is need of an
effective brand management which is helpful for developing loyal customers. Different ways of
enhancing brand includes building positive brand associations and images (Agante, and Pascoal,
2019). Also, by developing a strategic plan, brands can be maintained. The following report is
based upon the case of an advertising company naming 'High level impression Ltd.”. Other part
of the report is based upon a big British multinational confectionery company naming Cadbury.
This company was established in Birmingham, England in the year 1824 by John Cadbury. This
report talks about managing brand and various challenges that brand has overcome and how
overall situation is managed. There is also discussion about brand portfolio of Cadbury.
Task 1
P1/P2
Introduction
This part is based on a case related to an advertising organisation naming “High level
impression Ltd”. There is a marketing manager who has to write an article on “Brand is power”.
The main objective of this article is to provide importance of brand in context of client Dyson
Group Plc. There is proper understanding of how brand is managed effectively within this
company.
Brand equity is defined as extra value that a company gets over other competitors. There
are basically three components of brand equity. Dyson company is a bus operating company of
Australia. This was founded in the year 1952 and it is having a good brand image. Some of the
factors in context of Dyson company are mentioned below - Brand perception – This is defined as the perception of customers towards a particular
service or product. This is what a company owns and it is related to the product or service
and not the company. Positive and negative effects - Some consumers have positive behaviour towards
product and service. On the other hand, some of them have negative behaviour towards
product (Arbouw, Ballantine, and Ozanne, 2019). It is important to analyse what are the
factors that are affecting the consumer behaviour.

 Value – Developing a positive brand value is very important as it is helpful for managing
the positive affects that brand is having towards tangible and intangible value. There are
some tangible value of brand such as increasing revenue. Non tangible brands include
goodwill and brand awareness. There are negative affects of brand which include
tangibles and intangibles.
Main body
Brand strategy is defined as planning and developing ideas that will lead to success.
There is need for company to reach success by providing innovative and new products to the
customers. This is only done by continuously hiring new and talented employees who can
achieve the organisational groups (Ashill, Semaan, and Williams, 2019). It is very important for
the company that they are focusing upon brand management as it is helpful for meeting the
organisational goals.
There is one example of Dyson group that reflects that innovation is the most important
factor for increasing the brand value. It is very necessary for managing the brand value and
enhancing customer satisfaction level. There is an example of vacuum cleaner case provided by
Dyson group (How Dyson Nails Its Marketing Strategy,2019). This company innovated vacuum
cleaner as it is an essential item used by people in daily life. Dyson company put it's efforts for
building luxury image of vacuum cleaner in front of customers. This company has created image
among customers according to which people who are using Dyson products are quality conscious
people and these people provide more value to innovation. This company is able to increase
customer base by using positive word of mouth. Dyson company sells vacuum cleaner as well as
hair appliances including air purifiers and lightning. This company used social media to increase
the marketing of products and services. There are various lifestyle influencers who are hired for
posting their pictures with Dyson products on social media sites like Instagram, Facebook, etc.
Orchestrating successful Brand extension - Dyson launched a series of hair dryers few years
before and the price was higher than other competitors. It is a trusted hair appliance brand within
market and so, it was not difficult to capture the potential customers with higher prices. Dyson's
marketing team was involved in marketing of new appliances in which new technology is
present. In context of vacuum cleaner, this company was successful by innovating this product.
This company enhanced value of vacuum cleaner and this helped in increasing popularity of
other line of appliances which includes supersonic hair dryers, air purifiers, etc (Aziz, and Ngah,

2019). in context of new hair dryer, it is seen that vacuum cleaner is able to build popularity by
using social media. Dyson brand is providing new technology products in market and this is the
key for it's brand's success. They are selling products at higher rate but they believe that if price
of product is higher then it should be of good and high quality. The supersonic hair dryer of this
company is made of 24 carat Italian gold. Category extension is able to manage the success of
existing brands which are able to capture leadership. When the brand is trusted by consumers, it
is easy to innovate the product and launch it in market. Success of any product is based upon it's
quality and innovation. In context of Dyson's case, main reason for success is innovation. There
are also new products like LED lights and desk lamps which are developed by this company in
order to increase the market share.
Explain the importance of branding as a marketing tool and why and how it has emerged in
business practice.
There is great importance of branding as a marketing tool within the organisation. It is
considered that marketing is helpful in managing the business activities. Marketing is a concept
within the organisation that is linked with the advertising and promotions of products and
services. These are helpful in attracting customers for buying the products. Marketing has
emerged within business activities as it leads to manage the work environment effectively.
Conclusion
From the above case study, it is analysed that brand management is the most important
important aspect of an organisation as it is helpful for managing the business activities. Brand
equity is defined as an important component of an organisation as it is related to the monetary
value of company (Batt, and Bruhn, 2019). The brand equity is known as the perceived value of
a product or service. It is very important for an organisation to achieve the brand equity as it is
helpful for managing the services provided effectively. If brand is having negative brand equity
then customers will have to pay more for competitive products. The stages of building a
successful brand are
 Determine the target audience- The customers and clients of Dyson company are able to
manage the brand value by enhancing customer loyalty (Bhattacharya, Kumar, and
Dutta, 2019). There is need for managing reputation of Dyson within market.

 Vision and mission- The mission of the brand is to have the Perception of brand to the
customers. When quality of brand is high, then pricing of product is managed
accordingly.
 Research- - Dyson undergoes an in depth analysis in order to know about customer
perception and demands. There are different ways which are used by customers for
managing the marketing of products in an effective manner.
 Tangible and intangible value of brand - There are tangible value of brand in context of
Dyson as there is increased pricing and revenue. On the other hand, there are some
intangible resources which includes developing goodwill for brand.
 Monetary effects - This includes managing of various products and services of brand that
have positive as well as negative impact on brand equity.
M1 Aaker's model of marketing
According to the brand equity model, there are five components of brand equity such as
brand loyalty, brand awareness, perceived quality, brand associations, proprietary assets. Aaker
defines brand equity as a set of liabilities and assets that brand is having. Asset of brand includes
brand loyalty, name awareness, associations, perceived quality, etc. These components are
mentioned below - Brand loyalty – This is defined as the extent to which customers are loyal towards
company's products. There are different ways by which a company increase brand
loyalty. This includes minimised marketing costs, trade leverage, attracting new
customers and mange the competitive threats effectively. It is seen that increasing the
brand loyalty is helpful for managing the brand value within market. Brand awareness – This is termed as extent to which a brand is recognised within market
(Boukis, 2019). This is known as the way by which different associations are working in
market for increasing brand awareness. Perceived quality - This is known as brand which is considered for providing high
quality products and services. It is concluded that level of differentiation of products from
competitor brand is linked with the managing of brand's products in proper manner. Brand associations - These are known as other products sold under the name of brand.
This is directly linked with the market share of company.

 Proprietary assets – This is known as last stage of the Aaker model. This consists of
brand equity of firm that includes different assets which are providing competitive
advantage.
As per this concept, it is seen that brand equity is providing customer value and this is
helping brands to grow and develop (Carlson, and et.al, 2019). Brand equity is able to provide
efficiency to various activities like marketing program, price margin, brand loyalty, competitive
advantages, etc.
M2 Analyze a well-known brand discussing how the organization has managed that brand over
time citing examples of period when the brand needed to be revitalized or reinforced
A brand is known as name, design, symbol or any other identical feature which provides
brand recognition. This is known as image which an individual knows regarding a particular
product or service (Casprini,and et.al, 2019). The main objective of brand improvement is to
provide imaginative brand regulations and these will provide help in advertising the brand
effectively and reach potential customers. Brand strategy is effectively used in cadbury in order
to develop and grow reputation within market over time.
Discuss challenge the brand may have overcome and how the organisation managed the
situation.
Cadbury lost it's sales and brand reputation declined. It is very important for this
company to recover from this business condition and fight against this challenge. A campaign
“Vishwas” was started that is an education initiative in which free education is delivered in
different states. This helped in developing a goodwill among customers and people developed
faith again in brand.
key components of a successful brand strategy for building and managing brand equity.
There are various factors used for developing successful brand strategy in order to manage brand
equity. Cadbury is an organisation that focuses upon Production flow process for enhancing the
brand strategy. One of it’s strategy is to promote the most profitable product of this company i.e.
Cadbury dairy milk. This is one of the of the most popular item of Cadbury brand and this
product makes maximum market share for this company. There is production process and
manufacturing process that take place in Singapore. Then importing and exporting of this

chocolate is done in different countries (Chang, and et.al, 2019). The segmentation and targeting
of cadbury utilities behavioral segmentation.
Task 2
P3 Analyse the organisation's brand portfolio strategy
The main objective of any brand is to sustain in market for longer period. For running
any business in successful manner, it is very important to manage the success of the company
and manage competitive advantage. This is an important part of the company to provide an
effective brand portfolio strategy that is helpful for enhancing the brands. There is need for the
companies to manage proper branding so that they are able to work properly and provide the
products and services to target customers properly (Cheng, And et.al, 2019). For running a
successful business, it is important to succeed by focusing upon needs and demands of
customers. Cadbury is known as one of the most popular chocolate company that is operating in
different areas of the world. The portfolio is known as collection of various investment tools
needed for managing the success of company. This can include shares, mutual funds, journalist
stocks, etc. it is basically dependent upon the investor's income and it is convenient according to
the time frame. There is need for developing various strategies for attaining the organisational
objectives and goals. A brand portfolio is defined as management considerations needed for
attaining the organisational objectives (Cooper, Stavros, and Dobele, 2019). A good and proper
brand portfolio is helpful for maintaining the distribution of products and services in different
sectors of market. There is a portfolio which is maintained effectively for managing the brand
related work. This is helpful in managing all the business activities related to brand management.

Branded house and umbrella - This is termed as system in which an organisation is
having a branded house architecture. It consists of several products and items. This includes
selling of less number of masterbrand. Thsi is knowna s the mother brand and in context of
Cadbury, it is concluded that product is not having separate identities an these provide support in
enhancing strength of master brand. Cadbury is also selling sub brands like rose that is directly
linked with profit of main Dairy milk chocolate's profit.
House of brand and parent brand - This is known as the strategy used within Cadbury for
completing the brand house system in effective manner. In this type of strategy, products are sold
Illustration 1: Cadbury product portfolio. 2019.

under a different identity not under the brand name (Foroudi, 2019). Cadbury is selling various
chocolates that are having a separate identity such as Bournville, 5 Star, Temptation, Oreo, etc.
These products are sold under Cadbury brand but they have different identity.
 Brand Hierarchy – This concept is known as summarisation of brand strategy in order to
display nature of distinctive brand factors which are associated with the explication of
product. Cadbury brand is having four components which consists of corporate family
brand, individual brand and modifiers. Some of these are mentioned below -
 Corporate brand – The corporate branding is defined as marketing strategy which is used
by an organisation. In this case, corporate brand equity is prepared for developing brand
recognition. This can be explained by an example that Cadbury sold it's chocolate by
using the brand naming cadbury. When dairy milk was successful, then this brand started
to sell chocolates under the name of dairy milk.
 Family brand - There are some group of products and items which are provided similar
brand name. There are different products which are sold under a common brand name.
The family brand of Cadbury includes various chocolates and candies that are sold under
the brand name of dairy milk which is a product of cadbury. Some of the examples are
cadbury dairy milk oreo, cadbury dairy milk silk, cadbury dairy milk hazelnut, etc.
 Individual brand – The concept of individual branding is known as the strategy for
providing a unique name for a particular brand. In context of Cadbury, it is seen that
 Modifier – This is defined as the product which provides modification for another
product. In this strategy, there is involvement of all the above three strategies (Gorgitano,
and Sodano, 2019). Cadbury does not uses this strategy. The reason for this is Cadbury is
not able to recognise the product and make the description.
Customer based brand equity model
This is known as a branding model used within marketing for enhancing the brand equity.
This is also helpful for managing the overall performance of company. There are basically four
steps involved in brand equity model. These are explained below -
 Brand identity: This is known as the way which provides information about the brand
regarding the way in which customers behave or react in context of the brand. This
consists of managing the work effectively so that brand reputation will be enhanced.
There is need for working in proper manner and enhancing then brand reputation of

company. There is requirement of providing effective knowledge regarding brand so that
it's efficiency is increased.
 Brand meaning: When customers are able to know about the company's brand then there
is no problem for managing the work . This provides information for managing the brand
effectively. There is need to improve the brand value by enhancing the brand value.
 Brand response: This is another level of brand in which the work is related to the model
for judging the perception of customers. Cadbury chocolate brand is a well reputed brand
which is involved in manufacturing delicious chocolates worldwide. It is essential for the
company to work more upon the branding in order to attract potential customers. Most of
the people are liking the way in which customers are reacting. Cadbury has good
response in market.
 Brand resonance: it is the last stage where the model is directly related to the loyalty of
the customer toward the brand and considering it as a superior where it will buy the
product because of the merits and high level of branding within this product.
So, from the above it can be seen that there are various kind of portfolio which are used
by the Cadbury. It is also identified that there is also a different structures and which are used
under the branding system which is used by the organisation (Greyser, and Urde, 2019). There is
need for company to have an effective brand portfolio so that company's value is managed.
Task 3
P5 using specific organisational example, provide an evaluation of different techniques in order
to manage and measure various elements
Brand value is a concept which is associated with the developing of brand's reputation
and image within market. There is need for managing the effectiveness of brand product so that
profits can be enhanced. There is need for managing the effectiveness of brand by creating high
value of brand. Creating good brand value means the management of financial reputation that a
company has for managing different issues related to financing of business activities. It is very
important for any organisation to improve the way of marketing as it helps in managing the
product development and brand management. Brand value affects the products and services of a
company in negative manner. When there is negative impact of brand products in market, then it
is difficult for company to sell products within market at higher rate. It is very important for the

company to manage high brand value as it increases popularity of brand within market. It is very
important for the company to manage increase of brand value as it helps in capturing mindset of
potential customers. Customer loyalty is also an important aspect while managing the different
factors of marketing of products. When brands are able to manage a unique selling proposition
then it attracts attention of customers. This brand is a reputed chocolate brand and if price of it's
chocolates and other products increases, people are going to buy them. There is high reputation
of brand within market. Cadbury is a multinational company and it is providing edible food items
and chocolates to customers (Gul, Jan, and Amin, 2019). There are various factors which affect
success of any brand. In context of cadbury, it is seen that there is need of managing the
effectiveness of brands.
Brand awareness is a concept of marketing that is involved in increasing information about
company's product to customers effectively. It is very important for brands to enhance the
customer loyalty by providing high quality products and services. Awareness is spread among
customers by managing the information and data related to company's product within market
effectively. Cadbury provides high quality chocolates and edible items to customers since many
years. It is a loyal brand that has huge customer base. There is need for this company to focus
upon company branding so that it is easy to enhance profits and sales.
Market share – This is an important factor which provides information about the sales and
profit of the company. It is very important for any company to enhance sales as it is helpful for
managing the profit of company. Consumers have different perception for chocolates and this
has impacted sales of products. Expansion of market share is an important task which is needed
to be done for maximising profits and sales. Some of the ways are present that contribute to
enhanced profit and sales. It is necessary for delegation and management of the products and
services offered by Cadbury for managing the business activities and tasks. It is very important
for managing the effectiveness of functioning of company and managing brand value within
market. The Market share depends upon the managing of individual investment for maximising
the money earned by the company.
Consumer attitude - This is associated with the management of evaluation and analysis of
managing the perception of customers effectively for managing the work. In context of Cadbury,
it is seen that this company focuses more upon conducting research so that products according to
the needs and demands of customers. It is very essential for the company to provide services and