Brand Management Report: Brand Equity Evaluation and Strategies

This report delves into the intricacies of brand management, exploring the creation and maintenance of brand equity, particularly within the context of Optimum Impression Ltd. It outlines the fundamental concepts of branding, differentiating a company's offerings from competitors, and buildin...Read More

Brand Management

INTRODUCTION
Brand management refers to marketing tool in which planning and analysis of how brand
is detected in the market is done. It can also be said as creation of relation among company's
product and customer's perception. It helps in growth of prices of product and building of loyal
customers. The present study will explain the brand and brand equity of new product. Further
more it will describe the stages for developing a successful brand and role of marketing
department in creating a brand equity. Brand portfolio strategy and hierarchy management and
strategies for management of brand equity will be determined in this report. The present study
will also explain the evaluation regarding brand looking, collaborative and partnership
agreements. Further more, different techniques for measuring brand value will be described in
this report.
TASK 1
Brand and Brand Equity
Introduction
Brand refers to the distinguishing symbol or feature which separates a company from its
rivals. It also refers to a name of a product which is helpful in identifying itself. To show loyalty
and faith of company towards its customers, a brand names becomes a standing tool for it. Brand
becomes a differentiating tool for Optimum Impression Ltd. to differentiate itself from other
company's in the market(Rosenbaum-Elliott, Percy and Pervan. 2015). Brand has its own
personality, culture, identity, name and intelligence. Through brand customers are easily targeted
and more number of customers are also attracted.
Brand Equity refers to a marketing term which describes value of a brand. It is dependent
on consumer's perception and experience. If people is concerned more about brand than it will
create a positive brand equity. Through this prices of company's stocks can be increased.
There are six stages to build a successful brand-
 Determine Target Audience- In this the audience which are to be targeted by Optimum
Impression Ltd. is determined and their aim is to satisfy their needs.
 Define Brand Mission- According to this, the values and purpose of Optimum Impression
Ltd. will be incorporated with audiences. Mission of brand will be known to people.
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 Research Competition- This includes analysing of competition which is helpful in
differentiating Optimum Impressions from its competitors. This also includes convincing
of customers for buying their products.
 Create Value Propositions- This includes focussing of brand so that it can be made more
valuable, different from others and unique. This is important for Optimum Impression to
have an attractive brand.
 Determine Brand Guidelines- Brand Guidelines are helpful in making brand of Optimum
Impression more recognisable for the customers.
 Market Your Brand- It includes preparation of marketing strategy regarding promotions
of brand. This includes displaying of brand of Optimum Impression Ltd. to as many
possible places. Identification of new channels for advertising of brand.
This is a never ending process and following of these steps will be helpful in creating a
successful brand.
In developing a successful brand, marketing department plays a very important role.
Some of this role can be explained as follows-
 Listening to customer needs- Marketing department before creating a brand analyses
customers' needs and choices so that brand of Optimum Impression Ltd. can be made
accordingly and it can be successful in market.
 Monitor Competition- Marketing Department of Optimum Impression Ltd. continuously
monitors competition prevailing in the market. Accordingly, they prepare their marketing
strategies so that their brand becomes more successful.
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Illustration 1: 7 Stages Of Branding
Source:(The 7 Stages Of Branding,2018)

 Innovate- Innovation is required for making brand more creative and attractive.
Innovation of brand becomes more beneficial in attraction of more numbers of customers
in market(Heding, Knudtzen and Bjerre. 2015). Through this, they can retain their
customers which are helpful in making brand more successful.
 Improves sales process- Marketing department is also helpful in improving sales process
which is helpful in increasing sales figure of Optimum Impression Ltd. Increased sales
figure will be helpful in creating a prosperous brand.
Various strategies used for strengthening brand equity, brand extension, reinforcing and
revitalising brands or overcoming a brand crisis are-
Communication- Strong communication strategies are required for attracting financiers and
resolving legal matters. To work across all markets Optimum Impression Ltd. has to ensure a
strong and accurate communication strategy. This becomes an effective tool for creating a
successful brand image. This will be helpful in strengthening the brand equity of Optimum
Impression Ltd.
Awareness- Brand should be made aware among the customers so that people can remember it.
People of today's world are more concerned about the brand than the price as it reflects the true
picture of the product(Huang and Sarigöllü. 2014). This can be done through promoting the
brand. More people can be attracted by this.
Importance of branding can be defined as- through successful branding, market value of
Optimum Impression Ltd. can be increased through which it helps the company to survive crises
which are temporary. Also, this is can be helpful for Optimum Impression Ltd. in developing a
unique image which is different from their competitors. Market share and revenues can be
generated more from the market. This will also help in reducing employee turnover for Optimum
Impression Ltd.
M1 Evaluating the way brands are managed successfully
An organisation can utilise various software for managing brand. It is required by
marketing manager in an organisation to store colour schemes and logos in branding software.
Digital assets management is software which can be utilised by an organisation for managing
brand.
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M2 Applying an appropriate examples within an organisational context
Brand extension refers to using of famous brand in order to launch a new product. Its strategies
are- using of companion product, using benefits of another product, changing of form from
original product, use different substance in new product.
Every brand faces some crisis, to overcome this crisis following terms can be used-
Optimum Impression needs to provide true and correct information to its customers so that they
can gain their trust. They have to understand choices and preferences of their customers and
satisfies them by providing them needed products. Optimum Impression Ltd. should
communicate with its consumers regarding problems and issues and should update them
frequently.
Branding can be made important marketing tool with the help of CBBE model of Keller's
Brand Equity-
Brand Identity- This is the first step in which customers are made aware of the product. Product
is made recognisable to people and Optimum Impression Ltd. introduces itself to consumers in
the market.
Brand Meaning- In this step Optimum Impression Ltd. communicate with their targeted
audiences regarding their new product and make the product identifiable to public(Keller. 2016).
In this the organisation tries to attract more number of customers by explaining products'
efficiency. its effectiveness, durability and product reliability.
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Illustration 2: Keller's Brand Equity Model
Source:(Keller’s Brand Equity Model,2017)

Brand Response- Customer's judgement and its effect is examined. In this, Optimum
Impression Ltd. considers responses of their consumers' as a major priority. According to this
customers' responses towards brand, its price and quality is considered.
Brand Resonance- Behaviour of customers towards a brand is made accountable. It refers to a
situation where relation of customers with brand is determined. For this, Optimum Impression
Ltd. considers factors like price, quality and customer services are made accountable
D1 justified
evidence demonstrating a
comprehensive understanding of
branding within an organisational
context.
TASK 2
Brand portfolio strategy and hierarchy management
Brand portfolio strategy is an important aspect for companies of all types and sizes.
During decision making process of strategies, a brand portfolio must be considered. Here are five
brand portfolio strategies-
Define Brand Roles- As consumers' demands and choices are changing day by day, to cope up
with these changing demand company introduces many new products in the market. Sometimes,
it becomes important to bound these new launching of products when it comes to brand portfolio.
Chances of inefficiencies and overlaps gets reduced when there is a reduction of brands in
strategies made by Samsung. It also reduces chances of consumers getting confused with so
many brands available in the market. A proper and accurate role should be defined with this new
model of Samsung which is S9.
Think Long Term- Challenges which are faced by portfolio manager while making strategies
are resource allocation which will have an impact on growth and success of future and
overspending on struggling brands. To avoid this issues, manager of Samsung tries to make a
balance between creative activity of long term value and these profit and loss
statement(Brexendorf and Keller,2017). Through this brand portfolio strategies tools for decision
making process regarding valuable brands to be kept can be determined which will be helpful in
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achieving greater share. Long term business goals are also considered while making brand
portfolio strategies.
Take a Consumer Perspective- Through market research and using qualitative or quantitative
techniques, perceptions of consumers regarding brands of Samsung can be determined. Brand
portfolio does not involve only decisions regarding strategies but also consumer's review should
also be kept in mind(Wang and Chung, 2015). Decisions regarding brand portfolio made by
Samsung should also include customer's expectations, their choices and needs.
Consider Brand Architecture Models- It can be defined as management of thing of brand
portfolio and their relatedness with each other. It can also be helpful in differentiating of brands
with one another. Due to expansions and large scale mergers, brand architecture has become
difficult to practice. By considering brand architecture model, Samsung can have a good
portfolio strategy.
Hire Someone- For making an accurate brand portfolio strategy, Samsung should appoint the
qualified person who can able to handle the problems and issues regarding formation of portfolio
strategies. For better allocation of resources this qualified candidate works more with functional
group. Portfolio manager can be rewarded on basis of its portfolio performance indicators.
Endorsed- In this structure, the new product is introduced with the support of parent brand. In
this, parent brand plays a very important role in development of new product. This endorsement
branding assurance is given to customers that high and well defined quality is offered to them.
This provides the endorsed product to operate independently in the market from parent brand.
The endorsed brand of Samsung are Memory Chips, Plasma screens and Samsung Galaxy.
Individual- This is a marketing strategy in which branding of different products which are new
is done by different names but are not connected with the existing brand names(Greenland,
2015). In this, company introduces its new products all together by using the similar identity and
brand name. This can also be refereed to as umbrella branding. Samsung has its individual
brands like Fast sensors, and ISOCELL bright.
Continuous expansion- The brands which expands continuously in market are able to maintain
and built a strong brand equity. This expansion can be of geographical or product expansion.
Assurance can be given to consumers regarding capability of product offered by Samsung with
the help of brand or company expansion(Uggla, 2015). Also, chances of interaction between
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consumers and brands can be increased. With these increased chances of interaction, brand
equity can be improved.
Building Brand Awareness- Brand equity can also be improved with the help of creating
awareness of products among the customers. As people can be made more aware regarding the
products offered by Samsung, this will automatically help in creating and maintaining a brand
equity of Samsung. Brands like FMCG and consumer durable which keeps on launching new
products who focusses on maintaining brand image, this can be made helpful for them.
Managing Social Media- This can also be helpful in creating and maintaining brand equity.
Today's world is more dependent on social media, so this can be a helpful tool in maintaining a
brand equity. A brand which can be termed as "trending" on social media will be having a
positive development for creating a stronger brand equity. Samsung tries to give many facilities
to its customers online to maintain its social media image. This will help in improving brand
equity of Samsung.
Customer involvement- Involvement of customers in brand and buying of more products of that
particular brand will be helpful in developing and maintaining brand equity. Samsung offers
various facilities to its consumers so that they can attract more number of people towards them.
This is helpful in creating and maintaining a strong brand equity. All these strategies will be
helpful for maintaining a strong equity of brands.
M3 Analysing portfolio management , brand hierarchy and brand equity
Brand hierarchy- It is based on understanding that a commodity can be branded in
various ways depending upon how active brand elements are used in forming of new product. A
hierarchy can be made to represent products are retreated with another products as they have
common elements of brands. Samsung has seen its success in various business sectors and has
attracted many customers towards themselves. The Brand Hierarchy for Samsung are-
Master Brand- It refers to a specific brand which serves as the main point under which
other underlying products are dependent. This helps in creating a strong relation between
company's brand and its products. Individual products have their own name but it is the master
brand through which consumers are attracted more towards the company. Through this Samsung
can make people aware regarding their different products offered. Samsung has its own master
brand in field of Electronics and Life Insurance.
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Strategies for managing equity of brand- It is a challenging factor for the company. As
company gets started for receiving brand equity, it becomes essential to maintain that equity.
Following are the strategies for maintaining a brand equity-
Maintaining a brand image- This becomes important for maintaining a brand equity. This
involves making of same promises to new customers as made to the existing customers. Brand
image is everything for superior brands as they are the reasons through which brands are sold at
a very high margin and are able to survive for a long period in market. Samsung make sure that
its brand image is managed accurately so that they can attract more numbers of customers and
gain trust of them.
TASK 3
Critical evaluation of brand looking
Strengths of brand that can be leveraged:
Brand leveraging is strategy utilizes ability of an existent brand name to assist
organization introduction into new. This interacts precious commodity data to consumer about
new goods. Consumer come in retail outlets accoutred with pre-pre-existent cognition of brand's
level of attribute as well as systematically link this cognition to new good carrying acquainted
brand. Brand leveraging is helpful for increase efficiency of manufacturing facilities and raw
material (Hsu, Fournier and Srinivasan, 2016). It is an essential kind of new production because
it gives customer with by carrying positive awareness of conservancy and brand features as well
as position into new product category.
The strength of Samsung is ability to leverage economy of scale, high growth rate in sales
of company. Galaxy S 9 is the latest brand introduced by Samsung. This brand is different from
other brand of company. Organization has done with this mid range smartphone. Superb display
and cameras is strength of brand. Global presences is also key capability of Samsung. It has 217
operations portions operating worldwide.
Company has big good function of product/services involving semi conductors, shows,
smartphones as well as consumers electronics and computer commodity. Organization is leading
practical application marque but tech business is starred by aggravated competition. Company
direction on investigation and improvement and invest leading sum every year (Brexendorf and
Keller, 2017). This has captious benefits since depending on R&D changes brands to develop
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beginning of competitory advantages and bring unique products ahead of their competitors.
Strong brand image is one of the key strength of Samsung brand. It is most favourite electronics
and IT brands worldwide. A powerful brand picture is mark of quality and Samsung ranks
among top brands in UK markets in terms of quality.
Weaknesses of brand
Weakness of Samsung Galaxy A 9 body is not resistance, but some for users it is not very
important because sometime they still not sure to submarine their phone inside water although
users know use of water resistance smartphone. Some consumers need bigger screen to see
playing games at their Samsung Galaxy A 9. But 6 inches LCD screen become drawback for
some users especially women with small had because this phone going to be hard to hold. The
disadvantage of operation system of Samsung Galaxy A 9 because it uses Android Lollipop as
factory default operational scheme while Android Marshmallow already widely release in
market. Company promise to release upgrade of this system for Samsung Galaxy a 9 later.
Company needs to focus on providing the best features in mobiles, laptops and other
accessories according customers taste and preferences. During last year, PC market has declined
but still it is major market with huge potential. There are many leading players such HP, Lenovo
and Apple in this industry. As compared to these, Samsung has small market share. Company
depends on US markets for large part of its revenues and it is weakness of organization. Because
of, company does not contribute in UK economy. Fluctuations in markets affects its profits and
revenues (Singh, Märtsin and Glasswell, 2015). Samsung needs to penetrate in UK market
deeper for reducing influences. There are many difficulties in terms of rules and regulations
because laws are different market to market. Rule includes product safety, labour, environment
etc. affects on brand globally.
Suggestion to overcome weakness of Samsung Galaxy A 9 that is all features to be
protected, needs to improve Camera Mega Pixels, integrate removable battery devices. Company
make sure that followed all legal and regulatory frame work in workplace and while providing
products as well as services to customers. With the help of it, company focus on revenues and
profits of business.
Collaborative and partnership agreements
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Collaborate consensus representation that status and situations of task among two or more
organizations. Every organization contributes intellectual property, resources, investigation,
commodity improvement and selling expertness to project. Therefore, Samsung has collaborative
and partnership agreement with Microsoft in the enterprise mobility market. This partnership
increases quality capacity of professional as well as assists business tendency to transmute by
digital technology. With this relationship, Samsung and Microsoft provides professional with
major practical application to work from anywhere and at any time by incorporated that best of
companies hardware, software, solution as well as facilities. Both organizations are excited to
introduce new Galaxy Book be designed and engineered in close collaboration. This book
provides easy access to full Microsoft Office experience in an ultra-portable 2-in-1 design that
delivers unmatched productivity for professional on the go.
Designing unlined experiences that allow easy and assure connection among disposition
is key components to successful mobile transformation. Samsung improves company flow with
Microsoft on Galaxy Book. This stream prevents consumers to synchronize their Galaxy
smartphone with Book from convenient login and Wi-Fi connection. Through smartphone
mobile hotspot when data connection is simple, secure login and notification display directly
from smartphone with Windows Hello . Microsoft and Samsung are working jointly to present
advanced mobile contents that assist organization with digital modification and Galaxy Book i.e.
great example of that direction in activity. Both companies are placing top priorities of their
customers needs with the help of this partnership and collaboration. In addition to this,
organizations have aligned their worldwide marketing by bringing new device and software
solution. Partner and sales programs to deliver a positive go to market experience for its
consumers. This partnership assists in building excellence in mobile productivity and innovation.
M 4 Use of different techniques to leverage and extend brands
For brand extending, company use different techniques such as innovation, improving
quality of brand, analysis brand values, compared with other brands, improving brand equity,
awareness etc. These elements help in improving brand image and reputation of organization.
TASK 4
Different techniques for measuring brand value
Brand Value:
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Brand have certain value which is shows in organization balance sheet. The accounting
and methodology for calculation of brand value is widely debated when companies pay large
premium and goodwill to acquire brand. It is strategic decisions of company. One of systems
followed by UK based companies are that they capitalize whole value paid for acquiring business
and same is depreciated over time period. There are different techniques of measuring brand
value of company.
Brand awareness:
It refers to extent of recognizes and recall of brand in front of customers. Brand
awareness is key mentation in user attitude, advertising, brand direction as well as scheme
improvement (Huang and Sarigöllü, 2014). Consumer's power to appreciate brand is primal to
purchasing judgement making. It is key signal of brand's competitive marketplace execution.
Brand awareness is related to conception like induced set and consideration set that describe
particular features of user's buy decisions. It is essential in buying decision of consumers,
developed number of metrics and designed to measures brand awareness and other assess of
brand health. Strong brand awareness is predicator of brand success. It is essential measures of
brand strength and brand equity. It is also involved in customers satisfaction, brand loyalty and
customer's brand relationship. There are various techniques of measuring awareness of brand.
Such as:
Branded keyword Following: It is procedure of on a regular basis following branded
keyword collection to standard effect of merchandising consciousness initiative. It is essential to
understand meaning of branded keyword. It is a word connected with brand name. There are
various ways to track branded keyword traffic. Collect data from Google Analytics for tracking
branded awareness (Singh, Märtsin and Glasswell, 2015). This is fast, low-budget and easy
analytical exercise that added to marketing splashboard to increase some insights on
effectiveness of various marketing maiden.'
Directing Traffic Tracking: It measures number of traveller that come to websites by
direct guidance via browser or bookmark. This is good indicant of number of customers that are
aware of brand and selecting consume their time visit internet site. Changes in number from
week to week shows that changes on marque consciousness. For example Samsung introduce
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Galaxy S 9. This increases brand awareness towards company. But, Apple introduce I Phone XS.
So that, it changes in brand awareness of customers for company.
Branded Tweet Following: It is procedure of measuring tendency of branded tweets on
Twitter. Branded tweet is references which is handling by company for knowing about brand
This is good measures of brand awareness i.e. referencing organization's Twitter hold as every
company use Twitter for knowing about brand awareness. Through this, company knows about
brand awareness in front on customers.
Market share:
Market share of company is directed on revenues generated, sales, competitors, different
products. There are various factors that utilized in measuring of market share of brand. Such as:
Costs: The costs of brand is important factor that effects on sales and quality, consumption in
marketplace. Therefore, Samsung make sure that determine appropriate costs of their brands. It is
essential for measuring brand values and awareness in front of customers and marketplace
(Balmford, Borland and Yong, 2016).
Sales: The total sales of brand is technique of measuring of brand value and awareness in market
place. This helps in increasing market share and generating revenues of company. For example,
Samsung is largest electronical company which selling smartphones, TV, laptop etc. Recently,
Company is introduce Galaxy S 9 in market. Their brand values is good in market, so that it is
increasing market share (Vanwesenbeeck, Ponnet and Walrave, 2017).
Consumers Attitude:
It is also important elements for measuring of market share. On the consumers' behaviour
and awareness on brand that effects on market share of company. For example, Apple is the
largest brand across world. There are large numbers of customers that utilizes brand of Apple.
This assists in generating revenues and increasing market share of company. It also helps in
measuring brand value and awareness in marketplace (Verhellen, Dens and De Pelsmacker,
2016). Therefore, company make sure that providing goods and services on affordable pricing,
so that consumers utilizes their product more and more time.
Purchasing Intent:
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It is chances of buying of products and services by customers. Marketers utilizes
predictive modelling to evaluate purchase intent. This assists in identify chances of future
outcomes based on past information. Modelling utilizes set of variants that involves various
elements such as demographics, past buying, communicate with marketing message and business
to business marketing (Dehghani and Tumer, 2015). It is an essential purpose of purchasing
intent to gain marketing initiative by both sources that is online and offline. The another
objectives of this is to supply correct message to right consumers at accurate time. It is
improving conversion rates, assist deal speed and evolve powerful activities among marketing
and sales.
M 5 Techniques for measuring brand values
Company needs to know that value of their brand in the market, so that they are adopting
various techniques for measuring brand values such as, costs based approaches, market based
theories, income based etc. In the costs approach, creating and replacing costs of brand. As
compared to, market based theories deals with higher value that buyer is willing to prepare for
paying for brands.
CONCLUSION
Form this report, it can be concluded that importance of branding in market. Company
has utilized different techniques for measuring value and awareness of brand of company. It can
be discussed that different methods such as tracking, Twitter for identifying strength of brand
leveraging, weakness and collaborating as well as partnership agreements between companies.
Furthermore, it can be completed that utilizes different portfolio strategies for brand
management.
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REFERENCES
Books and Journals
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