A Comprehensive Report on Brand Management Strategies for Lidl

This report provides a comprehensive analysis of brand management strategies, specifically focusing on the retail company Lidl. The introduction highlights the importance of branding in increasing brand awareness and driving sales. Task 1 explores the evolution of branding in business, emphasizing its significance for Lidl in differentiating its products and building customer loyalty. It delves into the benefits of strong branding, including increased business value, customer acquisition, and employee satisfaction. Key components of a successful brand strategy, such as brand positioning, consistency, and emotional connection, are discussed, along with suggestions for reinforcing Lidl's brand equity. Task 2 examines brand portfolio and hierarchy management, outlining different models like House of Brands, Branded House, and Hybrid, using Unilever as a case study. Task 3 addresses brand leveraging and extension, both domestically and internationally, while Task 4 evaluates techniques for measuring and managing brand value over time. The report concludes by summarizing the key findings and recommendations for Lidl's brand management.

Brand Management

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
How branding has emerged in business practice.........................................................................1
Importance of branding for Lidl's along with ways of managing brand......................................2
Key components of successful brand strategy for managing brand equity.................................2
Suggestions for reinforcing brand of Lidl....................................................................................3
TASK 2............................................................................................................................................4
Brand portfolio and hierarchy management................................................................................4
TASK 3 ...........................................................................................................................................6
Brand leveraged/extended domestically and internationally.......................................................6
TASK 4 ...........................................................................................................................................8
Evaluate techniques for measuring and managing brand value over time...................................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Branding is the organizational activity through which company tend to make
concentrated efforts for increasing its brand awareness by which organizational customer count
can be increase through which organizational sales can be increased (Swaminathan and et.al,
2020). Lidl GB store tends to provide retail organizational services to its customers through
which it is able to achieve high level of brand awareness and efficient economic growth. The
company tend to provide its services in various geographic areas of UK and in order to provide
high level of organizational services to the customers it is having more that 22,000 employee
work forces through which it tends to establish uniformity in its services to the customers.
Evaluation of branding as an effective marketing tool is done in this report while analysing the
factors through which it has to be integrated in the development of business strategies for
managing brand equity. Analysis of different strategies of portfolio management and brand
hierarchy is also done within the report with the evaluation on the ways through which the brand
hierarchy are being build and being managed. Analysis on the different ways through which
brands are being managed for their business collaboration with other domestic as well as global
level organization, through which organizational working strategy of the company can be
identified. Apart from that evaluation of different types of measures and techniques for the
management of specific organization is integrated within the report.
TASK 1
How branding has emerged in business practice
In regard to branding it can be said that it is an important marketing practice that is being
used by companies. In this marketing practice, retailers like Lidl and others create name, symbol
as well as design in order to make their company or products recognizable and different from
others (Swaminathan and et.al., 2020). Companies are focusing on branding the most because of
differentiating their products and protecting customers against fraud. It has been emerged for
taking competitive advantages. Competition is increasing rapidly in retail sector, all retailers of
the UK are striving hard. They are focusing on marketing functions and branding is the one of
those practices that are supporting companies in accomplishing goals and providing values to
customers.

Importance of branding for Lidl's along with ways of managing brand
Branding, marketing practice provides several benefits to companies. In the context of
Lidl, it can be said that it has developed its business to the great extent and in an effective
manner. It provides the highest quality of products to customers at the lowest prices and also
have improved relations with suppliers. Some benefits that Lidl can take by improving brand or
focusing on this marketing practice are:
Business value:
Strong brand can help Lidl in increasing brand value as it gives more leverage to
company in the industry. By making an effective position and firmly establishment it can
improve image.
Generates new customers:
Customers get attracted towards brand that have strong image in the market place.
Strong branding is directly proportional with positive impression among customers. So, by
establishing brand in an effective manner, word of mouth can be the best promotional technique
for Lidl and it will not require investing in other advertising functions (Hupp, 2019).
Employees satisfaction:
When employees work for strongly branded company then they become more satisfied
with their job. They also feel pride in telling others and it boosts their confidence in knowing that
they are the one who work with such a reputed firm. So, by focusing on this, Lidl can increase
staff retention rate and overall performance.
It is found that Lidl makes extensive use of private labels and also makes sure that they
are selling only high quality products to its customers. It is also stated that all products that are
being sold under the brand of Lidl comes under the star category.
Key components of successful brand strategy for managing brand equity
It is stated that Lidl is keeping up with social media trends and for this it publishes highly
engaged posts on Instagram, Facebook and ask questions like react for their favourite burger and
other products option. It helps Lidl in knowing the most liked food and other products as well as
products that are lacking behind. On the basis of this strategy, it makes improvements and
provide value to customers. Some main key elements of brand strategy that can help Lidl in
managing brand equity are:
Brand positioning:

It is the main key component in which company provides detailed information such as:
products, services, whom it wants to cater, unique values, differentiation than competitors and
others. All these factors help in improving brand.
Consistency:
Consistency should be in brand as it helps in increasing value of customers when they get
whatever being promised by company (Syed Alwi, Muhammad Ali and Nguyen, 2017). So, by
providing the same value by maintaining consistency, Lidl can take several advantages.
Brand voice:
Defining tone of voice for setting guidelines is important element as it can help Lidl in
providing message in a manner that it wants to deliver. Brand voice in Lidl make their brand
more effective with having their more customer and make their message more effective in which
they can be easily delivered to whom they want too.
Emotional connection:
There should be an emotional connection between brand and customers. It can be done
by knowing needs of customers and adding content that can appeal customers' emotional needs
and state (Pidhurska, 2020).
Suggestions for reinforcing brand of Lidl
For more improving image and brand equity, it can be suggested to Lidl that it should
focus on Aaker model of brand equity. This model views brand as a mixture of awareness,
perceived, loyalty and brand association. All these elements can improve overall image of the
company. This main concept helps in describing the main value of brand and also helps
customers in recognizing brand and differentiae them (Keller and Brexendorf, 2019). So, by
focusing on brand identity with the help of this model, Lidl can attract customers and can take
competitive advantages. Along with this, company can take feedbacks from customers by
conducting questionnaire and survey. By asking some questions related to the brand, Lidl can
know all areas where it requires improvements and can improve brand. Lidl can became more
successful against their supermarket chains and sells their products with having the extreme
limited branded lines which might be of course a more expensive option for their own products.
Lidl have their more products with high prices and making their more customer satisfaction level
along with having benefits in organization. In present situation they are facing many issues by
their products prices as less customer are buying their products due to having high prices in

products. So for having better solution organization can use high price with offering discounts or
voucher to their loyal customer.
TASK 2
Brand portfolio and hierarchy management
This tasks follow the models of managing brand portfolio and each model have their
critical analysis path along with their models including House of brands, branded house and
Hybrid. Unilever is multinational consumer goods company such as products food, energy
drinks, ice cream, coffee, tea, toothpaste, juice, beauty products, personal products etc.
Portfolio management:-
Unilever is the global company with having power house of brands such as Dove, Flora
and other PG products. The Unilever main objective for setting out the ambitious growth and
sustainability for company (Chandra,2017). As Portfolio management is art of selecting and
overseeing group or individuals of investments which meets to the long term financial objectives
and risk of client, company or institutions. Technology helps Unilever for more growth and
enabling business for moving faster with having more confidence. There are more devices,
which is used for increasing number of activities and some other options that might be available
to organization the power of mobility than ever before. Employees are also importing their
behaviours from the consumer services, and they use their personal live so as what people want
and deserve (Brexendorf and Keller,2017). Portfolio management assists organization for
making brand value and measure how much they have earned and how they required to be had
huge amount of profits in organization. It also states about the at the same time the business
needs us to deliver mobility services.
Brand hierarchy:-
Brand hierarchy is also known as organized and stricture of organization products and
brand portfolio. Basics of brand portfolio and where to begin up to where to reach and make the
right move for business. Here are some variation of structure and their brand hierarchy which
might be more easily for identifying about the various brands name:
Branded house:

The branded house is might strategy where all the products and sub brands come under
the same name of brand as also known as master brand. A well-known example is FedEx. The
branded house structured creates well-developed structure for their company future through
which they should have growth in business of making their brand identity. Basically, FedEX
simply called FedEX freight is not more enough to observe strong monolithic brand along with
visual and strategic consistency (Herrero, San Martin and Collado, 2017). Organization can
easily take advantage that marketing dollar and try to invest more in business for trickling the
Master Brand down into sub brands.
House of brands:
In house of brands it can be approaches the products and sub brands are might be
completely separated from the Master Brand for example, Unilever. Hence, there is no
connection between the Unilever as Master brand and their sub brand Dove or Flora, but also
there is connection between Dove and Axe because they both are Unilever brand products. This
approaches can be also come from the Unilever which carriers an array of products across
various categories and make their more brand identities. This structure also enables to carry more
incredibly diverse portfolio and their brand being more associated with having competing brands
with each other.
Hybrid:
The endorsed hierarchy which is somehow hybrid of two brands. In this sub brands share
their own two legs and endorsement from their parent brands. For example, Marriot. Therefore,
country yard have its own brand name but the endorsement adds by Marriot, and they provide
more substantial creditability. It further talks about one example of Toyota, this brand has no
endorse Lexus in their organization (Topaloglu, Kumar and Dass, 2020). Lexus is being
premium brand and Toyota endorsing their little build up Lexus brand name for their
organization through which they can easily make their brand identity. If the Marriot brand
suffers more to their endorse sub brands and make their some form of hot on the flip side that
can also operate their independently enough where if Country yard drops its own brand equity.
Along with this Marriot brand will also make their own stretch to endorsed towards brands and
develop their own brand name with more market position.
Brand equity management:-

Brand equity describes about the brand name that has in the mind of consumer and their
value of having brand with more identifiable and well though of sharing messages and imagery
in the mind of consumer. Brand equity can be both positive or negative, it depends on the
consumer think highly towards their brand and it has positive brand equity. On the other hand, if
the brand have their negative thinks that could lead to reputation of brand and make their
products down in market. Brand equity provides significant to values of companies that can be
charge at premium for their products with having lots of positive brand equity. Therefore,
positive brand equity might be transferred to different line of their products identities that can be
turned into sales revenues of organization (Hassan, Rahman and Sade, 2019). For example,
Apple have their high brand equity, hence, Apple can be also similar in terms of their features
with some other brand equity along with that also make their brand identity through which they
can easily develop their customer. The demand, loyal customer and company premium are
among their highest organization with having tech industry. As Apple ranks one of the most
valuable brands to the world and have their high brand equity value.
TASK 3
Brand leveraged/extended domestically and internationally
Companies have their own brand equity through having their such strong brands or
launching their new products in some other categories. Lidl serving with other customer
segments with having their same category or serving with having better customer segments in
same category of products (He and Calder, 2020). Here are some of different techniques that are
used for leverage and extend brands such as:
Brand extension:-
Brand extension can be use of developing their brand name with having some new
products categories. Those categories through which they made their brand extend that must be
related or unrelated to the existing product categories. Lidl has their variety of products including
ice cream, coffee, cookies, apples and so on. For becoming more successful business can find out
their best brand name for its current business (Chand, 2017). It might be also helped in finding
out the customer for Lidl current business desire with having more Luxury and the brand is
correctly positioned. Advantages of brand extension is developing new products are that it could
also reduce the risks with less cost in products. Customer appear to working towards their quality

association which might be had their original brand to the new products. Brand extension make
business products more successful in using their Lidl has developed their more products in
market and currently there are facing situation towards their new launching products.
Line extension:-
Line extensions refers to reach out to some new customer segments who seek them for
having more benefits and not being to be offered by their brand in various categories. For
example, Lidl has launched Shampoo and have their main aimed for targeting more customer.
For this organization have seeking solution for dry hairs, itchy scalp and many other ways, in
some variety is desirable attributes towards their consumer. This is also leads to have their
managerial focus, packaging have been changes or advertising rather than having real creativity
or innovation. Lidl products might be also leaded to have their new variants in products, models
or having various colours within same product categories are bearing more with their developing
brand name and created interest in consumer mind (Bilgin,2018). Line extensions might be
useful for making their products more developed along with this they can easily make their more
product through which they can earn more profits. Lidl organization simply develop their more
customer range while by producing large number of products and services with having better
brand name so no customer will get confused over their using brand name and it might be easier
for them in making their organization products name from customer mouth.
Brand stretching or vertical extensions:-
The company has to make more sense to opportunities in the value or premium segments
in the market, beyond its existing markets. Lidl organization have also entered into their value or
premium segments through which they can also have huge customer satisfaction level (Vehmas
and et.al., 2018). Lidl company can make sense in getting the best opportunities and intense to
competition in existing market segments. Stretching of brand might be not brought more
successful as customer in the market premium segments may not be accepted along with this
customer will not get their premium like to be more associate with popular brand.
Lidl collaboration and partnership with both domestic or at global level. As collaboration
and partnership means a type of agreements and action which might be made by organization for
sharing their resources to developing their some mutual goals. In this at least two parties are
involves who are agrees for sharing their resources such as knowledge, people, finance and so

on. Lidl has developed their domestic supply of fruits with having partnership Romania and
produce the local with having more agricultural and production expertise. Hence, Lidl has
established their business at domestic level through which they can easily make their huge
amount of profits along with their more customer for their satisfaction level (Lidl CEE
collaborates with domestic suppliers, 2018). Furthermore, CEE continues looks for further
expanding large number of suppliers and operation for supplying its domestic fruits and
vegetables. Tesco launched a range large locally sources of fruits and vegetables which help
them for building more customer and also help them for having their products more developed.
While by cooperating with suppliers Tesco has brought some new and improved range of
products. Moreover, Lidl has also partnership with globally level business for supplying out their
more goods and have their large number of customer relationship. In present time Lidl working
with closely to Red Tractors for ensuring high level of meat, poultry and vegetables. This can be
having with more guarantee of fresh, locally sources along with this high quality range of meat
and poultry at good value. These products also sells out with having their reasonable price
through which they can better understand the customer requirements.
TASK 4
Evaluate techniques for measuring and managing brand value over time
Brand valuation
It is the process of estimating their total value of brand while by using financial tools. For
determining the brand value business needed to estimate their brand worth in the market and on
other hand how would be pay for purchasing their brand. Hence, there being traditional market
methods through which it can be easily examined the price or value of brand in terms of
relationship paid. Some marketers believe that consumer perceiving the lowest value of their
brand. As organization also come to know about that brand value plays important role in
developing their business and also helps them for making business and also involves more brand
variation in companies (Vařeka, 2020). For example, Unilever have their brand value in various
types of products that could help them for making their business more developed among their
customer or market. Here are some different tools for measuring brand values:
Assessing attributes:-
This states about the values to attributes such as satisfaction, loyalty, awareness and
market share and either depend on their packaging, labelling and their products weighted. It also

includes methods of often use an assigned value, rather than having measured value and thus that
make their subject to challenges.
Brand equity:-
As brand equity make their market share more effective, the sum of market share can be
in all segments, relative prices and ration of products prices. It might be also states about the
percentages of consumer who have purchased their brand in one year.
Brand awareness:-
Brand awareness is the process of extent through which consumer are more able to recall
or identify a brand under various terms or conditions. This also have two dimensions from brand
knowledge and also associate with their network memory model in organization. For example,
Amazon has made their rules along with expiry date through which customer easily come to
know about their brand awareness (Keohane, 2019). Here are some techniques tools for
measuring brand awareness:
Growth in direct traffic:-
This web analytics states about the amount of direct traffic coming with their websites
and make their more direct growth in market. In this they also provide direct information
regarding their brand awareness growth. The more people remember brand and more likely to be
had their different type of research and developing their customer relationship.
Measuring referral Traffic:-
Analytics can be easily measured while by using the amount of traffic of referral traffic
(Pidhurska, 2020). For example, having lower quality score, and they cannot have their visitors
along with this make their own search and could keep their more brand awareness.
Consumer behaviours:-
It means which is more necessary for every organization in making their products as well
brands to be more developed. It might be also depends on their brand value or equity through
which organization also come to know about their customer strategies in market. Consumer
behaviours might be towards their beliefs, feelings and emotion within the context of marketing.
For example, Marks and Spencer multinational retailing companies as their most products
depends on consumer behaviours attitude, and they also make their customer value on their
organization. Techniques can be measure towards the consumer behaviours are the various types
of products may not be equally available in market with different organization. Consumer

knowledge towards their brand may not be equally and particular brand can be also made their
availability for long or short time period in market.
Sales measures that may be understood to the fundamental objective of the marketing
objective which is to be maintained or increase their rates for selling their products.
Purchase intent:-
This is measure of defining the strength of one intention for performing their particular
behaviours or making their decision for buying their products or services towards their brands
(Vehmas and et.al., 2018). For example, Tesco is multinational organization which supplies large
variety of products across the country and making their purchasing intents towards their
consumer. As this could be seemed to be working against their consumer and make their more
brands to be achieved in having within very short time period.
(Techniques) tools that are being used by their organization depends on the scale of
buying products and how much of people have bought their products through which they can
easily come to know about their customer interest along with they can also help their consumer
for having their purchasing power stronger.
CONCLUSION
From the evaluation in this report it can be concluded that it is important for
organizations that it is able to make concentrated efforts through which it is able to improve the
organizational brand image and with that is able to attract wide range of customer towards the
organization for the achievement of a desired organizational target. Due to this it has to
implement branding as an organizational strategy which organizations can achieve diversity in its
customer count by which it can make sure that it is able to achieve high level of customer
engagement. It is necessary however organization also has to ensure that capital expenditures are
done in a controlled way through which it can ensure that it is able to maintain its efficient
economic growth. Therefore, in order to minimize the organizational expenditures and at the
same time achieve high level of brand awareness organizations must tend to implement actions
like business collaboration. This is an effective way through which high results are being
achieved in low expenditures but at the same time company has to ensure that it is able to
implement creative measures through which chances of goal achievement can be increased. With