Brand Management Report: Strategies for Apple and Samsung Brands

This report provides an in-depth analysis of brand management, focusing on the strategies employed by Apple and Samsung. It explores the significance of branding as a marketing tool, examining its evolution in business practice and the key components of a successful brand strategy. The report delves into brand hierarchy, portfolio management, and brand equity management, highlighting the collaborative nature of modern brand management. It assesses various tools and methods used to evaluate and manage brand value, emphasizing the importance of digital marketing, public relations, and social media in building brand equity. The analysis covers brand awareness, strategic planning, and effective communication, while also acknowledging the challenges in developing and maintaining strong brand equity. Overall, the report offers a comprehensive overview of brand management principles and their application in the context of two leading multinational companies, Apple and Samsung.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
SECTION 1......................................................................................................................................3
P1. Significance of branding as a marketing tool and the way has emerged in business practice
................................................................................................................................................3
P2. Key components of a successful brand strategy for managing and building brand equity5
SECTION 2......................................................................................................................................8
P3. Various strategies of brand hierarchy, portfolio management and brand equity
management............................................................................................................................8
P4. Brands are managed collaboratively and in partnership................................................15
P5. Different tools and methods for assessing and managing brand value..........................18
CONCLUSION..............................................................................................................................20
REFERENCES...............................................................22

INTRODUCTION
Brand management is said to be utilization of many tools and techniques to improve the
image of brand of organization in-front of society. It become vital for company to upgrade its
goodwill from time to time so that it can sustain for a long time at marketplace. Corporations put
ample number of efforts to give best experience to its consumers. Firms uses different elements
like products, brand ambassadors, funds, finance and etcetera to enhance the value of company at
marketplace. In this report, two multinational companies has been taken which are Apple and
Samsung. Organisations are rapidly expanding its business in all over world (Ashworth and
Kavaratzis, 2010). Apple and Samsung deals in electronic different commodities, Mostly, these
firms are famous for mobiles. Assessment includes, evaluation of brand image at both domestic
and international market. Apart from this, assignment will put light on building trust among
consumers so that firm can sustain at marketplace and run its business for a long period of time.
Lastly, this report will show different approaches that executives uses to evaluate brand image.
SECTION 1
P1. Significance of branding as a marketing tool and the way has emerged in business practice
Developing of goodwill from time to time may improve brand image infront of world.
This process aid in giving hard competition to rivals at marketplace. Also, brand image which
has already been enhance can easily raise profit for organisation. Bringing up products in front of
consumer may help in grabbing others attention. These innovative goods aid in making proper
and long relations with users. There are so many elements which can be used by Apple to
upgrade its goodwill. They already have a unique logo that becomes an eye catching factor in the
market. Apart from this, they can use different sorts of processors, various designs so that
consumers can have the best experience after using products of Apple. Market is said to be
dynamic in nature. Thus. Apple should keep on grabbing and adapting those changes (Brodie and
et. al., 2013). This action may help them in giving rivalry to competitors. Long term relations
with users has been important for firms to run its business successfully.
Factor which is related to enhancing image of the brand it can be anything like
improvising quality of products in short period of time, using new tools and techniques, keep on

giving training and development sessions to employees may aid in becoming a leading company
at marketplace. In today era, brand management become mandatory for every single firm and
these importance are mentioned beneath :
Branding makes a company unique - Brand management is for attracting most of the
consumers so that firm can attain its targets. This process aid in improving both productivity and
profitability. Also, this function makes them unique at marketplace. Basically, logo of a company
should be an eye catching (Buil, De Chernatony and Martínez, 2013). Apart from this, quality
products and services also plays a vital role in appealing ample number of customers. Apple is
rapidly improvising its processors of mobiles, laptops, iPads and etcetera so that good experience
a user can have. This process aid in enhancing satisfaction level of consumers.
Trustworthiness - Users are most likely to spend money on quality goods also their taste
changes from time to time thus, it is important for firms to maintain attributes of products and
services and alter commodities as per users need and requirements. This whole process aid in
giving satisfaction to consumers. Hence, it became vital for Apple to deliver quality products so
that costumer keep belief in them for a long period of time. Administrators should also plan on
giving discounts to prime users. This promotional activity may help in grabbing much attention
of people than usual.
Change people into consumers - High quality products and services most likewise every
single person wants to use. Hence, Apple also have to make innovative and easy to use
commodities. This process can easily change people into customer. This approach is used for
new products so that it can become an eye catching for every single person. Promotional
activities are mostly used by Apple to grab the attention of persons who like to try new things.
Recently, Apple launched Iphone X and made ads in promoting the product (Christiaans, 2012)
. After this, these ads gets broadcast on television, social sites and etcetera.
Enliven staff members - An employee is said to be an asset for Apple and for other
organisations as well. Mainly, their aim is to hit targets on their jobs that they are doing in an
effective manner. By this, company attain their own targets. This helps in enhancing both
productivity and profitability of firm. Managers should recruit talented candidates so that they
can bring some innovative ideas with them. Sometimes these new members aid in improvising
operational activities.

Brand sets prospective - In modern era, it become essential for organisations to find out
what products exactly their rivals are selling at market. After this, they take initiatives like
improvising goods which are already at market and build new merchandise with innovative ideas
with keep an eye on what exactly consumer is asking for (Dempsey and Gruver, 2012). This
process helps them in enhancing productiveness and also profitability.
Differentiation between Brand and Product comprehended beneath :
BRAND PRODUCT
 Brand is used to grabbing the attention of
people so that users can buy products from
their known company. This helps
organizations in making long term
relations with consumers. A successful
brand product, customer will use again and
again.
 This factor aids in bringing up a company
at marketplace. Apple’s logo, quality
products are part of brand management
which helps in enhancing both
productivity and profitability.
 A product can be stated as a final thing of
all process of raw materials, resources,
capital and etc. Organizations forms them
as per need of consumers. These customers
can buy these products in exchange of
monetary.
 Main focus of a firm is to provide
satisfaction to customers by delivering
them goods as per their needs.
Hence, Apple and Samsung is continuously improvising its brand image infront of
outside world (Esch and et. al., 2014). Apart from this, they are also doing CSR activities that in
helping them in increasing goodwill at marketplace. These functions gave advantages to Apple
and aiding in giving competition to rivals.
P2. Key components of a successful brand strategy for managing and building brand equity
Brand equity is known as pulling out the value which is related to human being’s
perception in regards to goodwill of commodities and services. This process is being build by
brand image and not by products. It is mandatory for organisations like Apple to create quality
goods this helps them in enhancing goodwill of the company. This kind of approach in making

long term relationships with people because whenever they’ll hear the name of brand name that
deliver quality services to consumers they will trustworthy. Whole process that a company makes
for giving best experience to consumers helps them in making more effective decisions. Apple is
providing its services to users in a minimal rate. By this they have already become famous in all
over world. These actions can reduce risks like arrival of new companies in market and etcetera
(Gratwohl and et. al., 2011). Also, this steps aids in making quality products with minimum cost
and helps in giving satisfaction to end users. It has been found that there are few key approaches
that are related to brand equity that aid in enhancing goodwill and brand image and these are
mentioned beneath:
Digital marketing - In this context, this process can be stated as one of main functions
which mostly being used by Apple. Mainly, organisation finds out the sectors in which they want
to enhance its business and sets some targets and try to hit to hit those objectives that has been
set by them. In this process, Apple uses different approaches to grab attention of most of people
all around the world. Analysts for company mostly uses this approach where they try to enhance
goodwill of company. Directly targeting users in regards to their need, this element easily pull
the people who like to use new and innovative products.
Public relation - In order to attain targets, it is important for firms to set some targets and
follow it until and unless organisation achieve it. These plans helps a company to become a
leading one in front of all other firms. Managers and leaders of Apple try to show the vision of
company to its employees. This aid workers to give proper sort of services to consumers (Hanna
and Rowley, 2011). As technologies comes and goes it is mandatory for Apple’s management to
take right decision at right time so that public needs get fulfilled. This may aid in giving
competition to rivals and also improves both productivity and profitability. Apple organisation
has already been settled its image with clear mindset in its consumers. This approach is helping
them in making more and more profit in all around globe.
Social media - One of the cheapest promotion a company can choose to improve its
brand image is this kind of an approach. This process ensures in enhancing goodwill of an
organisation. In modern era, most of the people uses social sites so stay connected with other
human beings. Hence, these social sites gives an overview of a company. Ads can be stated as
most common promotional activity that every single organisation uses. Apple uses this approach
more than any other promotions.

There are few elements and approaches that helps in enhancing brand equity of a firm
and these are given below:
Awareness - Different sort of tools and techniques a firm uses to form strategies which
aid in creating or improving brand image at marketplace more effectively and efficiently.
Organisations like Apple uses different sorts of approaches which helps them in aware
consumers about their brand image (Hollebeek, 2011). Mostly, Apple uses social sites and it also
have its own site that gives full detailed information to consumers of new and old products and
services.
Strategy - An approach which aid Apple in forming effective plans to become more
optimized at marketplace. It is vital for firms like Apple to give proper knowledge to employees
about the plans and strategies that they made to attain set targets. Necessarily, this kind of
approach helps in making aware the people about new or modified services. This directly put
positive impact on goodwill and brand image of organisations
Communication - A kind of an approach which can be stated as one of the main and
major element of brand equity. This helps in analyzing what a consumer is looking for. By this
hypothesis, multinational companies like Apple can take effective decisions to improve both
productivity and profitability of the organisation. Apart from this, executives may provide some
training to employees so that they become skillful infront of consumers. This aids in providing
quality services to end users as per their needs (Hwang and Kandampully, 2012).
Away from this, there are some challenges as well that stops Apple in developing brand equity
and these are as follows:
Improving quality of goods and services : Every single year Apple introduce new mobile
in front of world with new features. For an example : Iphone X which has a special feature that is
face detection has became an eye catching factor at marketplace. Apple may use this sort of
technique on a regular basis this aid in improvising its image in front of outside world and also
enhance goodwill of company in society.
Technology and science challenge: Technology gets old from month to month as people
are trying to improve it which helps a person in most optimised and effective way. Apple
products like iphone, Mac Book and other electronic items gets old as new technology takes
place. Therefore, it become vital for Apple to adapt those changes at right time so that benefit can
be given to both consumers and to Apple in terms of satisfaction and profit.

SECTION 2
This segment highlights brand portfolio strategies, brand hierarchy of two brands like
umbrella branding, family, product branding etc. this section also highlights management of
brand equity by applying Customer based Brand Equity Model. Along with this, brand extension
and strategies of both brand are also comprised in this section. This segment enlighten up
revitalize, reinforced, collaboration and partnership of brands. Objective of study of this section
is to understand what is branding strategies and how a brand differs from other similar brand in
same industry. This two companies have been chosen as per link provided which is 7
http://interbrand.com/best-brands/best-global-brands/2017/ranking/. There are
some reasons which elaborates reason behind selection of these two brands:
Tough Competition: Both of these firms are good competitor of each other and in present
time both organizations are working for making their product as brand. When Apple launches
fingerprint sensor then it was predictable by CEO of Apple that this innovation is imitable and
would not work to make product as brand. Rights after Samsung imitated this modification.
Emerging as Brand: In today's era both firm developed their items as brand by following
some branding strategies like umbrella branding. Companies are working to serve their clients
better quality products by competing each other.
Apple Inc.: This is an American multinational incorporation which is dealing in technology
sector and headquartered in Cupertino, California in United States. Apple deals in mobile
phones, iPads, laptops and desktop and it is a ninth largest association of world in terms of
revenue. This company was founded in 1976 and now it has approximately 123000 employees in
this across the world.
Samsung: It is a Korean multinational brand that deals in mobile phones, laptops and other white
goods. This company has its headquarter in Seoco district, Seoul in South Korea. This firm was
founded in 1938 and has 489000 employees in its corporation. Revenue of this firm reduced
from past year because this firm is getting tough competition from Apple Inc.
P3. Various strategies of brand hierarchy, portfolio management and brand equity management
Multinational organizations like Apple and Samsung, should keep on analyzing its brand
value at marketplace. This process can consider some elements like perception of consumer,

quality products and etc. Apart from this, brand value helps in attaining targets that has been set
by directors of company. Also, this process attracts more people towards their products so that
sale can get increases (Jiang and Iles, 2011). Apple and Samsung is continuously grabbing the
attention of every single human being in world by providing or delivering them quality
commodities. This ensures long term sustainability at marketplace.
Portfolio management : A hypothesis, which ensures in grabbing most of marketplace
without taking any sort of risk. This kind of approach do not cost much to organisation. In
today’s world every single multinational company is trying to capture most area of market.
Mainly, this strategy is being used by firms which have number of commodities. But, in regards
to this MNC’s have to go through rules and regulation of different countries which have been set
by government of nation. For an example: Apple has reduced all their expenses by doing all the
actions which were helpful in nature for them. Various tools are being brought up from china and
from other countries as well like glass, silicon sheets, metal and so on into manufacturing plant.
These have high prices which may cost much to Apple but it has been seen that they uses really
very cheap labor. This activity can help apple in reducing their expenses (How Apple cuts costs
in building its gadgets. 2012). In this context, there are couple of management and these are as
follows :
Active portfolio management - Management which gives benefits to company. Under this,
Apple and Samsung has already attracted most of the investors and enhancing its value of shares.
This element is rapidly giving welfare to both company and to investors in terms of money
(Kavaratzis, Warnaby and Ashworth, 2014).
Passive portfolio management - This type of management aid executives in making
effective decisions for organisation. Under this, Apple and Samsung’s management do not
focuses on forecasting of both goods and services.
Brand equity strategy: There are ample number of elements which may affect quality of
products and services. In terms of providing scheme brawny brand can be easily provided.
When a company have more than one brand in its bucket to compete rivals in
marketplace for getting higher market share along with profits. For example, Apple deals in
mobile phones, named iPhone, iPads, laptops and desktop to compete various business
competitors like Samsung and Microsoft. Company is managing its brand portfolio by some
startegies like product branding tactyic. In this association is developing their each and every

product as brand and this is understood by one example that is laptop of firm is labeled as
Macbook Pro which is a brand in the computer segment.
In context of Samsung, this firm is not as successful as Apple is in framing their product as brand
in marketplace. For example, mobile phone that firm is dealing is quite good but people not
consider them as brand in front of iPhones.
Brand Equity: It is defined as, when a customer have some expectation from company
against the value which he/she is paying for purchase and product then expectation of clients is a
brand equity of company. For example, consumers of Apple products usually pay higher for
items but they want that these items will not create any problem like issues in operating phone or
laptops. Then it is required from Apple that they ensure all quality measures so that clients could
not get any second graded item and manager of firm must ensure that customer will get product
according to value he/she is sacrificing.
Consumer Based Brand Equity (CBBE model)
This type of approach aid in improvising relations with consumers for a long period of
time. Kevin lane Keller is the one who proposed this model (Li and Kambele, 2012). CBBE
model has been mentioned beneath :
First step - Brand Identity : This step usually comes at first where a consumer can easily
identify company by its brand name at marketplace.
Second step - Brand Meaning : Under this step, executives of Apple and Samsung
mainly focuses on analysing consumers behavior and remove confusions in an appropriate
manner. Also, goals and objectives gets redefined my supervisors if needed.
Step third - Brand Response : A stage which has been formed to identifying feedbacks of
consumers in regards to goods and services. Apart from this, supervisors also gets opportunity to
give proper sort of experience which fills them with satisfaction.
Fourth step - Brand Resonance : This stage aid in improvising brand image of Apple
and Samsung and of other multinational companies as well. Away from this, step also helps in
showing loyalty of a company towards their consumers.
Brand hierarchy - Brand hierarchy is said to be step by step parts that aid in enhancing
goodwill and brand image at marketplace. This type of approach is having three stages and these
are given below :

Leverage - This type of hypothesis, gives a statistical graph in order to develop brand
image in both the ways horizontally and vertically.
Clarity - It has been vital for companies like Apple and Samsung while promoting its
brand value at marketplace with clarity (Morgan, Pritchard and Pride, 2011). Apple and Samsung
organisations has already adapted this sort of approach in managing operations.
Synergy - This sort of strategy, importantly focuses on Apple and Samsung brand image.
Mainly, this type of management aid in providing or delivering quality products to its consumers
in an effective manner..
Few importance of brand hierarchy which are given below as above:
Disordered brand undermine future planning of business - This type of hypothesis, aid
Apple and Samsung in using resources in an efficient manner so that new generations can also
use them in future..
Consumer confusion - Situations comes in front of Apple and Samsung where
consumers gets confused about the product he/she is going to purchase. Hence, it is mandatory
for MNC’s to train staff members in an appropriate manner so that they can help customers in
finding the best product as per their need (Brand Management - Meaning and Important
Concepts, 2017).
Brand Hierarchy
There are several brands in this section as it includes various in this kind like corporate branding,
endorsed, family, umbrella branding etc. Explanation of above in context of Apple and Samsung
are as follows:
Brand
Hierarchy Apple Samsung
Corporate
Branding
This kind of brand hierarchy means
when a company sells its products
under its name like apple sells all if
their phone with Apple brand name.
Samsung is a corporation that uses its
popularity to sell their cell phones like
galaxy model series is nothing without
Samsung name.
Umbrella
This section includes that when a
company includes several separate
brands into them which do not need to
use support of the name of parent
When an association sells products under a
single umbrella. This corporate house is a
kind of instance of umbrella branding.
Samsung is umbrella brand which includes

organization. For example MacBook,
iPhone, iPad, smart watches are
included in Umbrella brand and Apple
is that umbrella.
various brands like galaxy mobile phones,
laptops, white goods in it.
Endorsed
When enterprise is in state that when
they produce their brand and are also
eligible in endorsing other company's
goods and services to make more
profits and revenues. Apple is not an
endorsed brand.
Samsung is not a perfect example of
endorsed branding.
Family
When products are sold separately
without taking support of their parent
company. All products in which
company is dealing is called as family
product like laptop, computer, mobile
phones etc.
Samsung uses brand extension strategy
instead of hierarchy like they are dealing in
mobile phone and tablets but they all are
popularized as Samsung brands not as
separate name. All variation in product
portfolio are inclusive in family brand.
Individual
This tool is applied on those products
that company are selling with their own
mane and items are not taking support
to get famous of their parent
corporation.
Alteration in them. strategy is not applied
on this brand as they are more concern
about expanding current products by
introducing various.
Brand Hierarchy means a list of brands that are arranged with their market demand. For
example Apple have highest demand of its mobile phones and then laptops and after that they are
in demand for their iPad and desktops. In context of Samsung, mobile phones are high in demand
and then its white goods are people demanding more so according to this demand a hierarchy is
made. This concept is more clear by following pictures: