Brand Management Strategies: A Comprehensive Analysis

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Brand Management
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Table of Contents
Introduction....................................................................................................................................................3
LO1................................................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business
practice.......................................................................................................................................................4
P2 Analyse the key components of a successful brand strategy for building and managing brand equity.
....................................................................................................................................................................6
M1 Evaluate how brands are managed successfully over time using application of appropriate theories,
models and concepts..................................................................................................................................8
M2 Apply appropriate and validated examples within an organizational context.....................................9
LO2..............................................................................................................................................................10
P3 Analyze different strategies of portfolio management, brand hierarchy and brand equity
management.............................................................................................................................................10
M3 Critically analyzes portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks............................................................................................................12
LO3..............................................................................................................................................................13
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global
level..........................................................................................................................................................13
M4 critically evaluate the use of different techniques used to leverage and extend brands....................14
LO4..............................................................................................................................................................15
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples...........................................................................................................................15
M5 Critically evaluate application of techniques for measuring and managing brand value in relation to
developing a strong and enduring brand..................................................................................................17
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D1 Provide critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding within an organisational context...................................................................18
Conclusion...................................................................................................................................................19
References....................................................................................................................................................20
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Introduction
The brand is the manufacturing production of the company that needs to be built and managed
over the time. A brand is the one that makes the product of the company different from the
products of similar nature that are already established. The brand is the one that makes the
product unique but on the other hand, it is important that the consumers will accept the product
of the company. In this assignment, the assignment explains the importance of the tool of
marketing by analyzing the key components for building the successful strategy of brand
management. It consists the evaluation of the brands that need to be successfully managed with
appropriate theories, concepts, and models. Further, several strategies of portfolio management,
brand hierarchy, and brand equity management are analysed. This assignment also critically
analyzes the theories, concept, and models in detail. Furthermore, this assignment evaluates how
to manage the brands successfully by using the numerous techniques for the expansion of the
brand. Moreover, different types of techniques are evaluated that helps in managing the brand of
the company and along with it critically evaluates the different application of the techniques so
as to make the brand value strong and make the company brand popular.
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LO1
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.
Branding is not only important to make the impression of the products on the customers but also
it assists the customers to acknowledge the company about the expectations of the customers
from the company. In this context, the role of branding is crucial to make the products of the
company popular among the customers. Branding assists the company to makes its product
different from the already established products in the market with this the company is able to
compete with its customers. The correct brand targets the actual audience and positively impact
on the customers about the product of the company. Further, it also assists by increasing
awareness among the customers. As a tool of marketing, the role of the branding is crucial are
explained underneath:
To establish the brand name successfully several marketing tools are available that makes the
brand of the company popular among the customers. These include content marketing, brand
aviation, event branding, audio branding, video branding, visual branding and word of mouth. As
a marketing tool, the branding is very crucial.
If the management of the Tesco only focuses on the two communication tools of marketing that
is advertising and word of mouth are the biggest influence to make the brand equity. In past, the
most popular marketing tools are TV, radio, magazines, and newspapers (Chaffey, 2016). But
now with the emergence ion the field of technology there are various medium of advertising that
assists the company to make their brands popular between the customers.
It is important that the company adopt such marketing tools and adopt in the business practices
of the company. Such tools make the product of the company popular between the customers and
it helps to reach to the customers anywhere in the world. These practices are necessary for
profitability as the company can direct contact with the customer. Marketing tools help the
company and its management to know the emerging demands of the customers and their
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requirements that need to indulge and require modification in the existing products of the
company (Tuten, and Solomon, 2017).
As marketing tool branding helps Company to generate investment- For the future
expansion of the business, the branding creates the positive image of the company among the
customers that assist the customers to believe in the brand of the company and ready to invest in
the company eagerly.
As marketing tool branding helps Company to build trust in the market- Branding assist the
clients, suppliers, and consumers to build trust for the company this enlarge the image of the
company in the market. With these customers are appealing the opportunity to invest in the
company because the people are keen to work with the company that has a professional brand
image (Fernández-Cavia, et. al., 2018).
As marketing tool branding helps the Company to supports the advertising efforts- To
make the product popular among the customers the role of the advertising is very crucial. With
the help of the advertisement, the company can make the advertisement of the product by using
the several mediums that includes competitions, social media, TV, radio ads, social media ads or
several other promotional ways.
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P2 Analyse the key components of a successful brand strategy for building and managing
brand equity.
Branding assists the company to makes its product dissimilar from the already established
products in the market with this the company is able to contend with its customers. The correct
brand targets the authentic audience and positively impact on the customers and influences than
to buy a product of the company.
In the industry of marketing, brand equity is the term used to depicts the value of the already
established brands in the market (De Mooij, 2018). Brand equity is the idea that assists the
company owner for generating more revenues because the consumers believe only on those
products that are well known by them. Brand equity depicts the brand and its value in the
marketing industry.
It is essential for the management of the Tesco to work towards the enhancement of the brand.
There are several components of a successful brand strategy for building and managing the brand
equity without damage the brand name of the company is explained underneath:
Figure- Components of Brand Strategy
Sources- By Author, 2019
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Communication
Emotional
capital
Brand strategy
ReputationAwareness
Value
Collaboration

 Communication- Without any powerful communication no company building the brand
name of the company. To attract the financiers it is important for the company to
communicate with the investors for building strong communication.
 Brand strategy- For the successful branding, a branded product must be the one that is
easily identified and labelled. For the development of successful branding, there are
several strategies that require being adopted by the company. It requires good
communication, coordination, planning between all the management levels.
 Reputation- There are several factors in the market that affects the brand image of the
company and damages the company and its reputation. To maintain the brand name of
the company it is essential that there will be experience communicator in the company
that communicates and answers the grievances of the customers time and take action
against the negative publicity.
 Awareness- This component is essential for building the brand equity of the company.
But it is not easy always it is crucial that the consumers remember the product of the
company when there is several alternatives are available in the market (Sloan, 2018). The
brand managers of the company include content marketing and social media.
 Emotional capital- This component helps to attract and retain the customer’s towards the
brand name of the company. With the help of the word mouth advertising makes the
customers loyal towards the company.
 Collaboration- Collaboration is the component that collaborates the people of different
fields and to solve the difficult problems related to branding. For managing the brand
equity it is important that the specialist of different fields resolve the technical issues and
matters.
 Value- For managing the brand equity the brand value manager is responsible to attract
the customers towards the company brand and promising them to provide the best quality
products so as to retain the customers for the long term.
With the above-discussed components, the role of marketing in building the brand equity and
brand positioning and techniques are very essential. By collaborating with the communication of
marketing with the building of brand equity as it is necessary to establish the brand image of the
company and create awareness towards the brand of the company. The above components are
essential for building the brand equity and knowledge of the company and its products.
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M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models and concepts.
The concept of brand management enhances the brand image and market performance of the
company. The concept of the brand guides in the formation of the strategies. To strengthen the
brand equity, brand extensions, reinforcing and revitalizing the brands through innovation for the
long term growth and development of the company. To manage the brand for long terms it is
necessary to ensure the innovation in the designing of the product, manufacturing process. The
reinforcing of the brand includes the inconsistency in the support if the market that receives by
the brand of the company in term of nature as well as money (Ozretic-Dosen, 2018). On the
other hand, revitalizing the brand requires that the sources of the brand equity that are lost need
to be recaptured or the new sources are identified. In these two approaches needs to be
established by increasing then breadth towards the awareness in the context of the brand and
recall the customers. In this context, it is important that the company needs to improve the
uniqueness and brand strength to enhance the brand image of the company.
To manage the successful brand the company managed the brands by interacting with the
customers to know about the recent development in the consumer's demands and modify their
products according to the customers and their preferences. Now the company uses their full
powers to enhance their brand among the customers. These include by quickly responding to the
customer's grievances, use videos to directly associate with the customers of the company and
ask for the feedback to the customers. With the application of Keller’s Brand Equity Model,
the company strengthens their branding.
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M2 Apply appropriate and validated examples within an organizational context
The company Tesco work for several years enhancing its brand image. The company focusing on
ensuring that the products that are delivering to its customers are fine in quality and fulfil all the
relevant standards. With the abovementioned discussion the company focusing on the products
and its marketing to great extent. Tesco focuses on enhancing the brand image of the company
by maximizing the wealth of their investors. In this context, the company successfully wins the
trust of the customers by serving and provides them with the opportunity by providing the best
quality products to their customers (Pham, and Gammoh, 2015). Due to this, the company
becomes the third largest company in the UK and ninth largest company in form of the retailer
all over the world. The company successfully enhancing its brand image as the company
continuously works towards the value customer’s value creation so as to gain their loyalty for the
long term. One of the main parts of the branding strategy is to launch the store brands by the
company. The company continuously focuses on manage the pricing of its products and
increased the satisfaction of the customers.
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LO2
P3 Analyze different strategies of portfolio management, brand hierarchy and brand
equity management.
Brand portfolio refers to the process under which an organization manages and maintains distinct
products and services to serve the needs and demands of the market. It is essential for a business
to manage distinct products so that suitable and efficient outcome draws. TESCO is a famous
retail business unit which operates and provides a different number of products and services to
clients. Along with this, they also provide own range of products to the user for an ultimate
experience. Thus, for managing different portfolio and brands, TESCO can use four relevant
portfolio management strategies:
 House of brands strategy: Under this strategy, there is one company which over sees a
set of the different stand-alone brand. This sort of strategy is focusing on a specific niche
market and supported to avoid the negative image spoilers (McPherson, 2013). P&G is
one of the best examples of the house of brand strategy which provided support to
distinct products like detergent, baby products etc.
 Branded House strategy: In this strategy of portfolio management, a diverse range of
products are organized and managed under one unit or aspect. All products are managed
and organized in a single umbrella brand. This strategy is helpful for enhancing brand
equity and exploring the marketing of products and services. Virgin group is the best
example of this sort of strategy where they manage hotel group, airline sector under one
brand name.
 Endorsed brand: This strategy has defined endorsed smaller brand by larger brand name.
With the help of this portfolio management strategy, a single brand can penetrate into the
distinct market world on rapid manner (McPherson, 2013). Along with this, the customer
will become able to get quality assured products and services. Marriot group is a best
consider example this kind of strategy.
 Subbrands: This strategy has helped to explore a one master brand and it represents a
further range of products and services. This approach is helpful for enhancing the
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