Brand Management Report: Brand Management in the Marketing Field

This report delves into the multifaceted world of brand management, exploring its significance as a marketing tool and dissecting the key elements of a successful brand strategy. It examines how brands are managed and developed over time, emphasizing the importance of building strong customer relationships and maintaining a positive brand image. The report also covers portfolio management strategies, brand hierarchies, and brand equity, illustrating how organizations can effectively manage multiple brands and leverage their brand assets. Furthermore, it investigates how brands manage collaborations and partnerships at both domestic and international levels. The report also analyses different techniques used to measure brand value, using Apple as a case study. The report provides a comprehensive overview of brand management principles and practices.

Brand management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1 : Understanding how brand is managed and built over time.............................................1
P1 Importance of branding as a Marketing tool ....................................................................1
P2 Main elements of a successful brand strategy...................................................................4
TASK 2 : Portfolio management and building brand hierarchies....................................................5
P3 Various strategies for Portfolio Management, brand equity and Brand Hierarchy
management............................................................................................................................5
Methods for brand Reinforcement and revitalisation.............................................................8
P4 Brands managing collaboration and partnership at domestic and international level.......8
P5 Various types of techniques top measure brand value in context of the Apple .............11
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is the process by which organisations promote their brand in front of
different stakeholders so that they can differentiate the company from different competitors. In
simple words, it can be said that brand management is the planning and analysis in order to find
that that how does the brand can be perceived in the market place. The significant component of
the brand management is to build and maintain good relationship with the customers. The
tangible aspects of the brand management are price, look, packaging etc. Whereas intangible
aspect is the experience that is faced by the customers regarding the brand and image of the
venture. A brand manager would oversee all aspects of the consumer's brand association as well
as relationships with members of the supply chain. The report is going to cover the different
concepts of brand management such as what is brand, branding as an important marketing tool,
key elements of a strong brand, ways to manage and develop a brand over time and challenges
that are developing under a same brand. Other than that, the report is also going to cover the
different strategies for portfolio management, brand hierarchy and brand equity. Further, the
report is going to cover the different factors that help the venture to manage relationship at the
national and inter-national level.
TASK 1 : Understanding how brand is managed and built over time.
P1 Importance of branding as a marketing tool
Branding plays very significant role when the venture is marketing their product or
services. Aditionally, it helps the organisation to promote the brand and customers can easily
differentiate among different companies with the brand. In the current scenario, it is being
known that every brand have large competitors and it is very typical for the venture to service in
such environment. The key aim for which organisations or competitors fight is to gain huge
market share (Apostolopoulou, 2015). Brand is the way by which firm can keep name, term,
symbol design or sign or the combination of these things so that customers can differentiate
themselves from the various rivals. There are several aspects at which branding plays very
significant role, that are as follows:
 Brand objective: Every venture or company knows that branding is very significant tool
for marketing and promoting products or services or brand name of the venture. There
are several professionals and experts who are finding and implementing different
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marketing strategies which are connected to developing the brand, they have different
roles and responsibilities, that are as follows:
 Creating creditability for the goods and services of the venture
 They fry to connect with the customers with the help of different emotions and the
different aspects of their psychology.
 Creating a loyal customers base in the market place.
It is being known that branding is very significant and beneficial tool for the venture.
Other than that marketing is also one of the essential which helps the venture to promote and
market their products and services. There are several elements of marketing which are associated
with the brand management such as advertisement. Branding plays very crucial role in marketing
the products and services as well as implementing the different strategies regarding the brand
management (Buil, 2013). There are several aspects at which branding have been focusing that
are their name, logo, design etc. it can be said that it helps the venture to create a positive image
in the mind of customers. When the venture has good brand name, it helps the customers to
identify the products and services which are associated with the brand and can differentiate the
brand with the other rivals (Christodoulides and Veloutsou, 2015). There are eight key
components which are associated with the brand management, that are as follows:
 Name of the venture
 Brand logo and icon of the organisation
 Different colour that are used to create brand logo
 Brand slogan and message
 Brand sound
 Brand packaging
 Brand experiences of the customers and different stakeholders
 Feel and look or position of the brand
 Brand Evaluation: Branding helps the customers or target market to find the position of
the company in the market place and in the different rivals. The Brand development go
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around the same understanding regarding the psychology of customers. Every venture try
to manufacture those products and services which can cater the needs and wants of the
customers. The important question which arise in the mind of organisation that is how
does advertisement being differentiate from developing the brand (Fetscherin and
Heilmann, 2015). Answer of this question is advertisement is not different from branding
ant they are interdependent in strongly manner. When it is concerned about marketing
and advertisement, it is way by which firm make their products and services more
demanding. On the other hand branding focus on creating a product as the best name that
can create direct influence in the minds of customers.
Significance of Branding in terms of Marketing tool
Every organisation needs to create a positive image in the market and in the minds of
customers. This can be possible with the help of marketing the product or services or creating
good brand image in the minds of customers (Keller, 2014). There are different advantages that
are associated with the marketing function, that are as follows:
 Customers can remember about the organisation: It is being known that any unique
activity conducted by the organisation are always remembered by the customers. Firm
need to create some unique operations so that customers can know about the brand and
remember about the organisation's products and services.
 Create more loyal customers: Loyal customers are the one from which revenue can be
generated as well as brand image of the venture will be enhanced. Firm need to create
close relationship with the customers in order to create their brand identities. Other than
that quality need to be as per the standard of the customers so that their needs and wants
be catered.
 Increase in image and popularity of the venture: Every organisation needs that people
should be aware about the organisation, not only use their products and services. When
the people start watching advertisement on TV, listening on radio, see their
advertisements on hoardings etc. people start recognising the brand (Maurya and Mishra,
2017).
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P2 Main elements of a successful brand strategy
Brand is the essential part of the organisation which makes creative work and essential
part of the organisation. They always create new brand image and market value for the
organisation. It also created some more effective process of working process. Strong brand
impact positive in the market to enhance new brand image and market share for the company.
Every organisation requires adopting necessary steps to remove customer dissatisfaction
and their query. It is necessary for the company to make good image in front of their customers.
Successful brand image always needs to be consider customer value instead of earning profir
revenue. Moreover, it is very necessary and required to take better action plan for enhancing
customer attraction and wants.
It is being known that customers need to follow the different steps when they are going to
buy the product or services from the different brand. Initially customers find the different
alternative to cater their needs and wants, the alternatives are different brand. Further, brand
image is the factor which have very great impact over the decision of customers while
purchasing the product and services (Mills and Campbell, 2015). In order to achieve the same,
every organisation or company requires an effective and well structured brand equity. Firm need
to find and implement the different strategies for branding their different products and services.
The strategies which are created on the basis by which organisation can develop their brand and
encourage people to purchase their products and services. The branding strategies must be
developed and implemented considering various important components or factors that can
influence the overall branding or marketing process of the products (Ross and Hajjat, 2016).
There are different elements which helps organisation to manage and develop strong brand
equity, that are as follows:
 Brand loyalty: Loyalty is one of the important aspect for the organisation, is the way by
which firm can generate high revenue. And if the venture have loyal customers then it
will create goo brand image in the mind of new as well as old customers. Loyalty can be
created on the basis of several aspects that are price, quality, other services etc. In order
to gain loyalty of the customers or making them strongly attached to the brand an
organisation needs to ensure their products are high in quality, cost effective and useful
so that the consumer do not shift to any other competitive brand (Apostolopoulou, 2015).
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Brand image of the venture should be very much effective and attractive that helps the
customers to be loyal for the venture.
 Brand awareness: Every stakeholders weather they are customers, suppliers, investors
etc. want information about the company. Such as what the organisation is doing to
develop their brand, to market their products, to generate awareness about the brand in
the eye of customers etc. venture should select the branding strategies such a way that
customers feel very much flexible and comfortable while selecting the brand from the
different rivals (Buil, 2013). Other than that they need to be sure that their branding
strategies should create awareness in the mind of customers.
 Brand association: Unique and attractive brand organisation helps the customers to
collect and process useful information about the brand. When the organisation give
various complementary reason to purchase their product and building positive attitude
and image, then the brand gain competitive advantage over the different rivals
(Christodoulides and Veloutsou, 2015). The brand associations refers to a luxury
lifestyle, celebrity endorsing the brand etc.
 Ownership assets: It is being analysed that there are different organisation who keep the
same name, slogan, sign of the company which is already being established. Venture
need to take care that they do not give brand name of image of that company which is
being established. Other than that they also need to take care that their brand name
should be protected so that people can not copy and stole it (Fetscherin and Heilmann,
2015). The Protection of the brand consist copyrights, patents, intellectual property,
trademarks and established relationship.
 Perceived Brand quality: It is the way by which organisation serve the strong reason to
customers to buy the product and services of the company. When the quality of product
is being connected with the brand, people start perceiving that other products of the
venture must have same quality. Such as when it concerned about the Apple, they focus
on lean manufacturing and production of quality products (Keller, 2014). So the
customers perceive that every product quality would be same.
Main Challenges of developing brand
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Treating brands as assets: The ongoing pressure of the work creates challenges for the
company to manage brand of the company. Company has fear to manage brand image of the
organisation.
Cash: it is the another factor and making good affects on the behaviour of making good
image in the market. Due to having low growth and low cash it makes low presence of working
things. It is the another process of making good presence of growth.
TASK 2 : Portfolio management and building brand hierarchies
P3 Various strategies for Portfolio Management, brand equity and Brand Hierarchy
management.
 I pod Sport kit: It has been founded that Nike have been taken the position of leading
organisation in terms of application available at App store. But after the collaboration
with the leader of digital industry – Apple, in the year 2006 it is gaining impressive
success and heights. The first project that have been introduced by the organisation is I
pod Sport kit (Fetscherin and Heilmann, 2015). With the help of this application,
customers can serve feedback regarding the distance, speed, calories burned and pace
directly with the help of headphones.
 Nike applications: It has been analysed that there are numerous application for the
fitness are exit in the market place. But when it comes to Nike, it is one of the leading
inter-national brand in sports. This is the reason Nike application and Training apps have
become the most popular brand at the App store. When it comes to the Nike running
application, it keeps the proper track runs of the users and guide or motivate them to
achieve their objectives in order to make the new self record or running the first race. The
application is being merger with the biggest running community. This application
motivate or helps the customers to stay fit and healthy. Further, the organisation have
identifies that running is not one of the way to be fit, then he fine the application for the
Nike training club (Keller, 2014). This is the application which is mostly made for the
women's and serve 100 exercise for the workout.
 Define Brand Roles: the brand role is that to keep attract customers by offering new
product and services of brands. It helps to gain customer satisfaction and company brand
value. Moreover, another major positive attitude is that to confirm better opportunity and
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growth for the organisation value. High brands creates high competition in the market.
Besides, low market share create fewer challenges and risk.
 Think Long Term: Companies offered by brand portfolio has to be facing many
challenges and competitive advantages in terms of making good profit revenue. Long
term brand image has more potential to compete with new opportunities. Moreover,
another major objectives of the brand has to compete with new goals and opportunities.

Portfolio management is the science and art of taking decision regarding the investment
mix and policy. There are several things that need to be done while managing the portfolio such
as matching the investment with the objectives, allocation of assets for the individual and
organisation, balancing the different risk with the return and performance. In simple words it can
be said that it is the analysis of strength, weakness, opportunities and threats in order to make the
choice between debt and equity, domestic and international, growth and safety etc. There are
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several portfolio management strategies which can be implemented by the venture which helps
them to create competitive and effective plans in order to sustain in the market and gaining good
position.
Other than that it helps the organisation to reduce or overcome their different risk which
are associated with the investment and get the maximum return as soon as possible. There are
several roles and responsibilities that a brand portfolio manager need to play. The key role is to
develop and creating effective planning in order to grow their brand so that they can create
attractive and innovative brand (Maurya and Mishra, 2017). Organisation such as Apple, they
have created and develop different strategies in order to attract large number of customers in
order to enhance their profit margin. The firm can use the different strategies by which they can
control over their investment and enhance revenue of the business. This is also one of the
effective strategy by which firm can create positive brand image in the market place.
 Efficient showcase theory: It is one of the effective strategy where organisation need to
analyse the different market patterns. On the based of their analysis, decision have been
made that where the organisation can invest their fund in order to manage their brand.
 Indexing: Different alternative have been collected by the organisation, then points are
given on the basis of interest. This will help to promote the different patterns and make
the corrective administration.
 Active Portfolio Management Strategy: This is the strategy where organisation create
new firm where they can arrange the investment in order to gain maximum return. In this
strategy, financial professional and experts serve advice so that investment can bring high
rate of return (Mills and Campbell, 2015).
 Top down Approach: It is being known that there are several outside conditions which
can affect the portfolio decision of the individual and organisation. The firm need to
break down that conditions so that they can make their own methodologies in order to get
new ideas to invest. This create a good picture of the company in order to attract and
retain large customers.
 Bottom Up Approach: This method states that there are several internal factors and the
firm need to break down that factors in order to develop their money. Inward condition
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must be aptitude full and gifted to achieve the general needs and goals of the
organization.
The organisation have grasp different portfolio techniques in order to enhance their brand
image in the eye of customers and market place. It is very significant for the venture to nourish
their business operations and cation so that they can create new arrangements which will be
more beneficial for them in order to get higher income. Other than that there is one another
concept that is brand hierarchy (Ross and Hajjat, 2016). It is way of summarising the different
branding strategies by showing the numbers and the characteristics of common or different brand
components in the products and services of venture. Till now Apple have likewise given some
new and innovative procedures and programming by which they are most celebrated brand, that
are as follows:
 Shazam: This is one of the prominent and renown song and music application which is
being acquired by the Apple. This acquiring is prominent and best component of the
organisation which was called for the melody name with no seeking (Apostolopoulou,
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