Brand Portfolio and Equity Management: Case Study of Two UK Companies

Desklib provides past papers and solved assignments for students. This report analyzes brand management strategies.

UNIT 41 Brand Management
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Table of Contents
Introduction:....................................................................................................................................3
Task 1 (P1, P2, M1, M2 & D1).......................................................................................................4
The brand is power:.....................................................................................................................4
Task 2 (P3, M3 & D1).....................................................................................................................7
Brand portfolio strategy:..............................................................................................................7
Hierarchy management of brands within the organisation's portfolio:........................................8
Task 3 (P3, M4 & D1)...................................................................................................................10
Strengths of the brand that can be leveraged:............................................................................10
Weakness needs attention to provide possible suggestions:......................................................11
Collaborative and partnership agreements:...............................................................................11
Task 4 (P5, M5 & D1)...................................................................................................................12
Various techniques measuring and managing the brand value:.................................................12
Conclusion:....................................................................................................................................14
References:....................................................................................................................................15
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Introduction:
The report provides the learning of the brand management which gives aid to design the
performance of the brand at the global level. The report presents the reflection of the theories and
strategies of the Optimum Impression Ltd Company which is situated in England. The
organisation is based on the marketing and the status of the company is accounts filed. The
organisation gives aid to manage the brand so that establish in the competitive advantages and
the brand management provides the estimation to the users. The report provides the learning of
the two organisation such as optimum impression ltd and Virgin group PLC which mention in
the below section. The report provides the learning of the article which is named as the “Brand is
power” which also include the brand portfolio and process of hierarchy management which gives
aid to manage the operations of the organisation for the long term. The report also presents the
study of the brand extension and influences that describe in a critical manner. On the other hand,
the article explains the various elements and factors which gives help to manage and measure the
brand during the passing time.
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Task 1 (P1, P2, M1, M2 & D1)
The brand is power:
“Brand is power”
Introduction:
The brand is the particular service which considers as the symbol, logo and mentioned in the
slogan which makes the different and unique from the other organisations which established by
the implementation of the various techniques and efforts. The optimum impressions ltd is the
joinery installation organisation which provides the interior features to their target customers
such as windows, doors, door frames and much more. The brand is worked as the element which
needs to be managed and understand by the organisation to get the goodwill through their brand
name. The brand equity explains as the marketing which makes the brand value and this provides
the experience of the customers for the products and services. The marketing team of the
company take aid from the relevant technique so that enhance the sales of the company.
The company need various steps to build brand management in the competitive market which
describes in the appropriate steps:
The optimum impressions ltd Company needs to establish the brand name in the market so that
maintain the good name in the market which increases the value of the brand in the customers.
The company provides the assurance to the customers so that easily distinguish of the brand so
that promote the service in the wider level. The company need to provide good service through
the effective operations according to the promise so that organisation proceed on the one
direction and make it unique from the others. Another step which needs to take by the company
that promotes the organisation through the effective marketing technique which accomplishes
the promise in the appropriate manner (Shah, 2015). This is essential for the management to stick
on their promise to maintain the quality of the service and satisfy the requirements of the
customers. The marketing team of the optimum impression ltd conduct the various programs and
events to manage the value of the brand through effective promoting activities. The marketing
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events give aid to maintain the value of the brand and make effective communication to make the
brand value in an appropriate manner. The important tool for the promotion for the service and
product of the optimum impression ltd is social media and promotional events which
successfully build the brand in the appropriate time period.
Basically, the brand crisis is the kind of negative aspect where other competitors used the name
of the optimum impression and provide low-quality products to the customers. So, there are
various steps which overcome the brand crisis that directly impacts the quality of the service
and build the strengthening brand process which is mention underneath:
 To use the appropriate plan for the company to control the issues which give aid to
identify the threats and get the solution to overcome the problems.
 To acknowledge the issues, the company give a response in the emails to determine the
issues and its effectiveness in the organisation (Brick, et. al., 2015).
 To resolve the issues, the organisation must appoint efficient employees in the
organisation from outside the premises to reduce the impact of the crisis.
 To provide the information to the customers, the company take the aid from the
communication source to provide the information to the clients that the harmful element misuses
their name for the success.
 To monitoring the value, the company take the aid from the various techniques to identify
the issues which give negative impact on the brand value so that monitor the value of the brand
value in an effective manner (Jeon and Baeck, 2016).
The marketing team of the optimum impression company take the aid from the Aaker brand
equity model to maintain the value of the service and product in the customers which is mention
briefly in the below section:
 Brand loyalty: The optimum provides the study that their products differ from the others
to identify brand loyalty in the market and maintain the satisfaction of the customers.
 Apparent quality: The optimum company maintain their target customers in the
organisation through the quality of the service and a product like Microsoft ask the feedback
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from the customers so that apparent quality maintained by the time.
 Brand awareness: The Company need the effective marketing team so that brand attains
the desired goals and targets such as Microsoft create brand awareness in the customers through
the effective marketing plan.
 Brand association: The Company provides the security confirmation to the customers so
that the brand is deep-seated in the mind of the target customers in an effective manner. Like
Microsoft take the aid from the antivirus to protect their
 Another proprietary: The optimum impression ltd company use their trademarks and
patent for service and products like Microsoft have the patent for their android features.
According to the study of the various features of the brand equity model that provides aid to
reduce the impact of the brand crisis and increase the value of the brand in the customers with
the good experience of the satisfaction. So, these steps are beneficial for the growth of the brand
name and enhance the value in the customers.
Optimum impression ltd take the aid from the brand extension strategy to increase the ability of
the revenue which is mention underneath:
 Make the focus on the production of new products and services in an effective manner.
 Provides the new innovative features of the existing product to increase the interest.
 Invent new products from the original production of the optimum (Yacoub, 2018).
Conclusion:
Branding is the main feature which becomes the role model for the other companies and provides
a good experience to the customers. So, Optimum impression needs to focus on the branding and
enhance the revenue, avoid the crisis, increase the market share and set the goodwill in the
competitive market with the help of the appropriate steps.
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Task 2 (P3, M3 & D1)
Introduction:
The various types of products and services represent through the brand feature and brand
portfolio is the kind of management which gives aid to manage the number of clients in the
appropriate manner. Brand portfolio involves various models such as the house of brand, sub-
brands strategy, brand house strategy and endorsed brand strategy. This section provides the
learning of the Virgin group PLC Company which serve their client's various services such as
telecommunication, hotel and flight facilities. The equity of the brand manages by the strategies
such as hierarchy management in the one organisational portfolio.
Brand portfolio strategy:
There are various portfolio strategies which are implemented in the Virgin groups that are
mention underneath:
 House of the brand: This type of strategy is supportive for various stand-alone products
and services to maintain the niche market world in the appropriate manner and this is also
beneficial to merge the operations of the company (Dontigney, 2018).
 Sub-brands strategy: This is helpful to develop the one master brand of the different
range of products and provides the patent brand to the customers.
 Brand house strategy: This is called as the umbrella brand strategy where each range of
product defines in the one brand and manages the value of the product by the help of the
operations.
 Endorsed brands: This strategy is helpful to merge the smaller group of the brand with
the one master brand so that makes the command on the competitive market.
So, it is mentioned that the Virgin use the brand house strategy where a various range of
product described in the one group of the brand so that manage the position in the competitive
market and enhance the revenue of the brand.
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Hierarchy management of brands within the organisation's portfolio:
Hierarchy management is the kind of process which gives aid to manage the various ranges of
products in the appropriate manner so that service is purified to the customers properly. So, there
is two main frameworks of the hierarchy management that mentions underneath:
 Company brand name: This strategy is helpful for the organisation which uses their
own name to serve the various ranges of products to the customers. The Virgin groups use this
framework in the distribution channel as the Virgin name to purify the range of products
(Wallina and Spry, 2016).
 Range brands: This is helpful to serve the single product and service to the customers
and sell the product with the one name company. It means Virgin have various brands but sale
the product with a single name.
Virgin use the house branded strategy to provide the various range of products with the one or
single group of the name. So, this Hierarchy management is helpful for the portfolio strategy to
maintain a good name in the competitive market and increase the revenue of the company.
Strategies for brand equity within the organisation’s portfolio:
The effective and critical business strategy is beneficial to manage brand equity in an effective
manner so that managers need to regulate the strategy to manage brand equity. The Virgin group
formulate the various strategies to manage the brand equity such as telecommunication, airline
and hospitality industry (Chien, et. al., 2011). So, there are various strategies which maintain the
value of products which is mention below:
 Aaker’ model of brand equity
 Keller’s customer-based brand equality model
Virgin used the Aaker’ model of brand equity which gives aid to the customers to make more
aware for the products and services and provides the clear definition of the brand by their quality
service and ask for the change through feedbacks (Integrating Marketing Communication to
Build Brand Equity, 2018).
Conclusion:
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So, it is concluded that the properly managed brand keep standing their faith in the customers
through active marketing events. Brand portfolio defines various strategies but Virgin use brand
house strategy to promote their products through one name. Hierarchy management gives aid to
manage the various range of product and increase the sales of the company. Aaker’ model of
brand equity used in the portfolio strategy so that manage the value and equality of the products
in an effective manner.
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Task 3 (P3, M4 & D1)
Introduction:
It is essential for the brand to spread in the domestic and international market so that get the
proper outcome and business establishment in the competitive advantages. This provides the
learning that the strong points which influence brand in the weak perspective. This section
provides a collaborative and partnership agreement to manage the operations of the Virgin and
build the brand value.
Strengths of the brand that can be leveraged:
It is compulsory for the organisation to leverage the product so that purify the better range of
product which is helpful to become the strength of the brand. So, it is very well known that the
customers are the main factor for the organisation so that management has to focus on the
satisfaction of the customers. Virgin groups have the brand name which is helpful to become the
market leader through serving the various services (Hsu, et. al., 2016). So, the strong leverage
brand is useful to simplify the services in the new market and increase the revenue of the
company accordingly. The competitive advantage is the dream for the various companies so it is
essential for the company to increase the different range of products to spread business in the
large market area.
There is a difference between the brand extension and line extension which is mention
underneath:
 Brand extension: Virgin is the sort of organisation which enters in the different line such
as aviation and gaming to extend the brand name through unrelated product category (Joshi and
Yadav, 2017).
 Line extension: For example, the Coke invents the diet coke for the health conscious
customers which are called the line extension.
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Weakness needs attention to provide possible suggestions:
 This is essential to understand the brand leverage to provide the various ranges of
products because this is a complex process which generally harms the business (Ekinci, 2018,
June).
 The brand leverage needs a huge amount of investment and time to design in the
appropriate manner which is the major issue for the organisation.
Suggestions to resolve the issues:
 This is compulsory to use the effective marketing strategy to understand the value of the
brand to the customers.
 The Virgin groups need to create collaboration with the parties to fulfil the funds for the
implementation of the brand leverage.
Collaborative and partnership agreements:
 The company take aid from the partnership agreement so that extend the various ranges
of products and provides their products in the different places with the single brand name.
 The line extension is another feature which gives aid to enter the new market with the
wider level through the extension of the various products so that more customers get attracts
easily (Stone, 2015).
Conclusion:
Brand leverage is the process which is helpful to enter the company in the new phase and target
the new customers in an effective manner. This increase the revenue and competitive advantages
for the growth of the company. The lack of resources and funds make the limitation to the
business which resolves by the collaboration of the partnership.
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Task 4 (P5, M5 & D1)
Introduction:
Brand value is important to spread the business and provides the potential to compete for the
desired market which needs to be achieved to get the popular name in the customers. Brand
valuation is a helpful feature that identifies the positive and negative aspect of the customers to
satisfy the requirements accordingly. This report provides the learning of the various techniques
to measure the brand value, brand awareness and customer attitude towards the products and
services.
Various techniques measuring and managing the brand value:
There are some contexts which need to measure during the management of the brand so that
increase the profitability and revenue capacity which is mention underneath:
 Brand value: The brand value of the company measured by the books of the account
which provides the knowledge to the company to maximise the profitability of the company in a
suitable way. So, cost-based and market-based in the two effective techniques which give aid
to measure the value of the product. Cost based increase the cost of the product and market based
to increase the range of the products (Pappu and Christodoulides, 2017). These techniques help
to increase the values of the brand in the competitive market.
 Brand awareness: This is essential for the organisation to develop the awareness of the
brand in the customers so that popularity can increase by the time. The brand awareness
measurement is successfully accomplished by the various sources such as social media and
promotional events which give aid to increase the popularity of the product in the competitive
market (Lee, et. al., 2017). Virgin group provides information to their customers about the best
range of the products which is helpful to increase the sale of the company.
 Customer attitude: The Virgin need to conduct the online and social media survey so
that identify the attitude of the customers and behaviour towards the products which provides the
learning that what is missing and which feature need the modification. The attitude of the
customers’ needs the proper study with the help of the relevant sources which also gives aid to
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