Brand Management: A Report on Optimum Impression & Virgin Group

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Brand Management

Contents
Introduction......................................................................................................................................3
Task 1...............................................................................................................................................4
P1, P2, M1, M2 and D1...............................................................................................................4
Task 2: P3, M3 & D1.......................................................................................................................7
Analyze the organization's brand portfolio strategy....................................................................7
Provide an illustration of the hierarchy management of brands within organizations portfolio. 8
Analyze strategies used for managing the equity of the brands within the organization's
portfolio.......................................................................................................................................9
Task 3: P4, M4 and D1..................................................................................................................10
Strengths of the brand that can be leveraged.............................................................................10
Weaknesses that may need attention in providing some possible suggestions.........................11
Collaborative and partnership agreements.................................................................................11
Task 4: P5, M5, D1........................................................................................................................13
Evaluation of various techniques used for measuring and managing brand value....................13
Conclusion.....................................................................................................................................15
References......................................................................................................................................16

Introduction
Brands are an essential component of a business which enables an association to grow and
explore properly. It is essential for an organization to manage brands properly so that they can
ascertain competitive advantage. Brand management is not an easy thing and requires estimation
of every single user. This report is focused on brand management process of Optimum
Impression Limited and Virgin Group PLC. This assessment will be going to include the process
of building and managing a brand over time with an article named "Brand is Power". It will be
included in the brand portfolio and hierarchy management process so that the company can
manage operations for a longer duration. Further, brand extension and leverage will be discussed
as well in a critical and suitable manner. A company will be used different factors and elements
to measure and manage the brand over time.

Task 1
P1, P2, M1, M2, and D1
Topic: Brand is Power
Dated: 28th January 2018
Introduction: Brand is determined and identifies a particular product and services which create
by an association and sell it out with a particular name. It works as an element which enables the
individual to recognize the name of a company easily. For every business success, brand plays an
important role which needs to understand by management. Brand equity is determined as a term
of marketing which define the brand value of a company. This brand equity arises with
experience of a consumer with products and services which create value to clients. Optimum
Impressions Limited is a joinery installation company which assist clients to install doors,
windows, door frames, and other interior aspects to enhance their experience. Thus, management
has used quality material to enhance their brand equity. The marketing team of a company found
it relevant to a business so that they can maximize sales.
Optimum Impressions limited has used certain steps to build a successful name in such keen
competitive world. The stages to build successful brand management, it is essential to use
relevant and suitable steps. The first stage to create a successful brand is defining the value
towards clients. Make a promise to clients and perceive it properly so that it can easily
recognize them. This ease of recognition enables them to promote it wider level. The next stage
is to facilitate operations on the promise which business made to clients. This is helpful to put
an organization on track and make it differ from competitors so that all activities executed in the
right direction. Advertise the brand properly so that the company can communicate the promise
to clients in an effective manner. With the definition of all material, management has to stick on
their promise and make service quality appropriate with time (4 Steps to Building a Successful
Brand, 2018). This consistency in service delivery is essential to remain competitive and
recognizable for clients.
Optimum Impressions limited has appropriate marketing team which enables a firm to compete
at desire market world. The marketing team of a company launches different programs and
events to manage the brand value of a company. These events are helping to create brand value

and maintain it for a longer duration. Thus, various communication medium has been used by the
company to maintain their brand value in an effective manner. This includes survey, events,
promotion at social media etc. All these are important tools which enable and support to manage
the brand value of a company and building a successful brand over time (Integrating Marketing
Communication to Build Brand Equity, 2018).
Main Body: Optimum Impressions Limited has faced a brand crisis where many competitors
used their name and sell poor and low-quality products and services. It is a critical situation
which reduces the strength of a brand and reduces the ability of a company to maintain their core
values. To overcome from such situation of brand crisis, the company will be going to use
certain steps to control such aspect (Cressey, 2018):
 It is essential for an organization to use a relevant plan which control potential problems.
It also includes determination and identification of threat so that the company can control
them.
 Next step is to acknowledge the issues and problems frequently so that problems can
minimize. Thus, the company has to respond to emails and another form of
communication so that they can determine the issue and problem in a critical and suitable
manner.
 Hire a qualified individual and take help from outside so that such issues and problems
get minimize. Hence, the company can use some leaders from outside the premises and
ascertain appropriate aspects to minimize crisis.
 Inform to clients about that problem and issue. Optimum Impressions Limited has to
define information to customers that someone else uses their name and sell products and
services. Along with this state brand mark so that user can purchase standard products
and services.
 Monitor the brand value at the market place and then respond properly. The company has
to respond on negative things properly and state to customers about problems and issues.
Hence, effective monitoring and response are essential by Optimum Impressions Limited
to control the brand crisis.
Optimum Impressions Limited has used the relevant model to manage the value of their products
and services. This crisis harms their sales and reduces the average aspect of a business. The
marketing team of a company has used Aaker’s Brand Equity Model to maintain the value of

their products and services (Aaker’s Brand Equity model, 2018):
 Brand loyalty
 Brand awareness
 Perceived quality
 Brand Association
 Another proprietary
These steps of brand equity model have helped Optimum Impressions Limited to recover from
crisis frequently. Optimum Impressions Limited provides value to clients so that their user
experience maximize with higher satisfaction rate. Along with this, it has provided some value to
a firm in terms of effective marketing programs at reasonable prices. All such steps have
supported to strengthen the brand of a company so that it creates value for users in an efficient
manner. Companies’use brand extension strategy to maximize their productivity and profitability
(Bhasin, 2018). Optimum Impressions Limited can use brand extension strategy to maximize their
revenue generating ability.
 They can manufacture different products from the original product.
 Focuses on the creation of new products and services
 Define new elements and feature in existing products and services.
Hence, Optimum Impressions Limited can work on brand extension strategy to maximize their
revenue. It has contributed to the enhancement of range of products and services.
Conclusion: Branding is an essential factor for a business so that they can make a memorable
impression on customers. It is helpful to understand the clients and determine expectations for
creating suitable quality goods and services. Optimum Impressions Limited has to focus on the
importance of branding as a marketing tool to maximize revenue and efficacy (What Is The
Importance Of Branding In Marketing? 2018):
 It enables a firm to avoid and minimize confusion and leads one-way purchase.
 Disruption of brand harms market share and revenue of a company. Thus, a clear
definition of products and services, enhance the revenue of a company and manage
market share as well.
 A brand is helpful to avoid crisis and assist business to sustain at the keen competitive
world.
 It is helpful to maximize estimated worth of a company generate during a period of time.

All these are certain importance which defines via branding of a company. The company has to work on
them so that they can manage and maintain their brand value. It will have resulted in higher profit and
revenue so that business can sustain a market for a longer duration.
Task 2: P3, M3 & D1
Introduction
The brand is an aspect which represents the entire range of products and services to clients.
Brand portfolio management is essential so that business can easily manage a range of clients
effectively. All portfolio and range of products need to maintain in a hierarchy so that business
can ascertain maximum outcome. Virgin Group is famous for various sorts of services like
telecommunication, flights, hotels etc. All aspects are managed under one brand name. This
report will be covered the association brand portfolio management strategy. It will be included
hierarchy management of brands under one organization portfolio. An assessment of strategies
will be defined to manage the equity of brands within one organizational portfolio.
Main Body
Analyze the organization's brand portfolio strategy
A brand is a crucial aspect of a business and its portfolio management consider a process to
maintain a wide variety of products and services. It is helpful to manage different individual
demand and needs at market place to manage their sales and revenue. Portfolio of the wide
variety of products and services is essential to present it for clients. Hence, following are the
brand portfolio strategies for Virgin group out of which relevant need to consider for further
execution of operations:
 House of the brand: This kind of strategy is helpful for different stand-alone brands,
products, and services. This kind of strategy is helpful to maintain a niche market world
in an efficient manner (Wallina and Spry, 2016). Hence, many companies use the house
of brand strategy to merge their operations effectively.
 Branded house strategy: This strategy is also known as umbrella brand strategy where all
range of products and services are defining in one brand name. This strategy enables a

firm to explore their ability of operations and manage the value of products and services
for a longer duration.
 Sub-brands: Under this strategy, if branding, there would be one master brand with a
further range of products and services (Hsu, et. al., 2016). Thus, such an approach is
helpful to explore and make parent brand visible to their clients and customers.
 Endorsed brands: This branding strategy is helpful to merge a smaller group of the brand
with one name of the brand. A large group of business endorses smaller one so that they
can make command on market world effectively.
Virgin group has assessed these major strategies to manage their portfolio in an effective
manner. Virgin group is using house branded strategy where all range of products are determined
and define under one group of product and services. Hence, this sort of portfolio strategy is
beneficial for a company so that they can manage their keen competitive position. This has been
resulted in maximizing sales and revenue of a company with help of one brand name so that
customers can recognize it better.
Provide an illustration of the hierarchy management of brands within organizations
portfolio
Hierarchy management is a process where the company can manage their diverse range of
products and services properly. Under the portfolio of an organization, distinct range of brands
facilitated and execute. It is essential for a business to use hierarchy management of brands so
that different products and services rendered to clients properly. Virgin group is using the house
of brand strategy where all major products and services rendered to clients with one domain
name. For better hierarchy management of brands, different strategies have determined.
Following are the major strategies and framework of hierarchy management of brands for a
suitable value of products and services:
 Company brand name: This strategy and aspect are utilized by business units where one
name typically determines to sell a different range of products and services. Many
companies provide their own name to sell other range of products and services. Virgin
group is using this element as their distribution channel use Virgin name only to render a
wide variety of products and services.

 Range brands: Many companies have used the previous brand name for a single product
and services. Under this various brands align under one company but sell with own name.
Hence, it includes various ranges of brands but sells down with single name only.
These are the certain frame which has been used by Virgin group to describe a various range of
services. The airline industry, hotel groups, telecommunication all are providing services with
the domain name. This has anticipated as a beneficial tool to maximize sales and revenue of a
company to present value to customers. But one of a major drawback of this technique is a
negative image. If one of the sections provides inappropriate services then it fluctuates sales and
revenue of other sections.
Analyze strategies used for managing the equity of the brands within the organization's
portfolio.
Strategies are an important part of a business which response to business towards a positive
direction. A critical and effective assessment of strategies, equity of brands gets maintained and
managed positively. Hence, it is essential for managers and management to determine the
strategy which facilitates to manage equity of brands (Godey, et. al., 2016). It is essential to
maintain a level of value from products and services so that better and effective outcome
anticipates properly. Virgin group has identified different strategies for managing the equity of
brands like the airline industry, hospitality industry, telecommunication industry etc. Following
are the strategies which enable Virgin to maintain the value of products and services in an
appropriate manner:
 Aaker’s Model of brand equity
 Keller's customer-based brand equity model
These two are core strategies which facilitate Virgin group to maintain their wide range of
portfolio effectively. It has been resulted from the business to ascertain maximum outcome in an
efficient manner.
Conclusion
A brand portfolio has defined a various range of strategies like the house of brands, sub-brands
etc. so that company can ascertain a beneficial outcome. It has helped to manage a wide range of

brands properly so that business can sustain for a longer duration. Hierarchy management of the
portfolio and various brands have included company brands name so that value of a product and
services maximize in a relevant manner. Various models have been used so that business can
manage their value and maintain equity of their products and services.

Task 3: P4, M4, and D1
Introduction
Brands need to extend with time duration at domestic and international level so that suitable and
effective outcome determines properly (Joshi and Yadav, 2017). It is really essential to managing
brands over the time so that business can ascertain competitive edge from it. This section will
include strength that a brand can leverage with weak areas. This aspect will be including some
suggestions areas so that Virgin can manage their brand value over the time. It will be defined
the collaborative and partnership agreement so that Virgin can manage their operations at wide
level.
Strengths of the brand that can be leveraged
A brand is a helpful aspect for a business through which they can manage recognition of a
particular product and service properly (Richard and Cleveland, 2016). It is essential for an
association to leverage the products and services so that a better range of products render. Virgin
group has found the strength of the brand that can be leveraged easily with various ranges of
services:
 Customer recognition is an essential element for a business on which management has to
focus. Thus, one of the strengths of a brand that can be leveraged is customer
determination. Virgin group has recognized as a brand name which facilitates a unit to
become the market leader with the delivery of different sort of services.
 A strength of leverage brand is ease of introduction. A strong leverage brand is helpful to
facilitate services properly at the new market world. This factor is helpful and contributes
to the maximization of revenue and profit of a company.
 Competitive edge is a dream for various business aspects and operations. With leverage
and extended brand products and range, the company can cover the maximum market
area. Thus, it is helpful to ascertain competitive edge for future constraints.
Virgin group has found certain strength to a business and there established a brand range of
products and services. All range of products and services can be managed under one umbrella so

that business can manage their growth and development. This will be going to aid in maximizing
their revenue and strength to business to manage their operations in a keen competitive world.
Weaknesses that may need attention by providing some possible suggestions
A brand leveraging is a process in which the company uses their existing brand power to explore
new class products and services so that business enter into the new section. Thus, it is important
for an organization to understand the weakness which arises due to brand leverage. With the
determination of such weakness, the company can use essential steps and methods to overcome
from them. Virgin group has to understand such weakness so that they can minimize such issues
and problems in a relevant manner:
 Brand leverage is helpful to introduce a different range of products under one category.
Thus, it is essential to determine it properly else it makes the process complex. The brand
identity process becomes complex in nature which harms business to ascertain effective
and beneficial outcome (Dontigney, 2018). A complex situation of understanding of
brand considers as weakness which needs to control with suitable and relevant strategy.
 Brand leverage is expensive to design as it requires huge fund investment. Thus, it takes
more and more time as well to create a brand image in a positive manner. This issue is
essential to understand by an organization so that suitable steps get underpin to manage
it.
These two are major and critical issues which arise while the leverage of brand leads to taking
place. This issue is essential to interpret by the Virgin group and use suitable steps to manage it.
Thus, the following are certain suggestions to manage brand leverage properly:
 Use effective marketing campaign so that all customers can understand the nature and
name of the brand properly.
 Use collaboration and partnership process to maintain and manage the availability of
fund.
Collaborative and partnership agreements
The agreement is a mutual concern of two parties which come together to fulfill one common
cause. It is essential to use suitable steps to craft collaborative and partnership agreement so that
firm’s use each other resource for better work and effective outcome (Yacoub, 2018). While