Brand Management Report: Building and Managing Brand Value

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Running Head: BRAND MANAGEMENT
Brand Management

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Table of Contents
Introduction......................................................................................................................................4
Task 1 – Building and managing brand over time (P1, P2, M1).....................................................5
Introduction..................................................................................................................................5
Discussion....................................................................................................................................6
Conclusion...................................................................................................................................9
Task 2 – Brand portfolio and hierarchy management (P3, M3)....................................................10
Branded House Strategy............................................................................................................10
House of brand strategy.............................................................................................................10
Brand Hierarchy.........................................................................................................................11
Brand Equity Management........................................................................................................11
Critical analysis.........................................................................................................................11
Task 3 – Brand extension and leverage (P4, M4)..........................................................................13
Line extension and brand extension..........................................................................................13
Strengths and weaknesses..........................................................................................................13
Brand collaboration and partnership..........................................................................................14
Different techniques used to leverage and extend brands.........................................................15
Task 4 – Measuring and managing brand value (P5, M5).............................................................17
Brand Value...............................................................................................................................17
Brand awareness........................................................................................................................17

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Market Share..............................................................................................................................18
Customers’ attitude....................................................................................................................18
Purchase Intent...........................................................................................................................19
Conclusion.....................................................................................................................................20
Reference List:...............................................................................................................................21

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Introduction
The development of the awareness and perception of the public towards a brand is done using
brand management, which is one of the ways in which the company manages the tangible and
intangible elements within the organisational structure. Every brand will have to ensure the
development of the identity so that they can make the customers aware of the brand and improve
the profitability hence (Dimmock et al. 2019). The following study will focus on the benefits of
brand management and how it can influence the changes in the organisational structure in a
particular market. It will also show how a brand is managed and built over time and how the
hierarchies in a brand are built. It will also focus on measuring and managing the brand value
over time.
The Coca-Cola Company is one of the largest multinational organisations residing in the United
States of America and it deals in non-alcoholic beverage concentrates and syrups. It is an
American public company which have its shares listed on the NYSE and was founded in the year
1892 on 29th January by John Stith Pemberton and Asa Griggs Candler. The company has an
ongoing revenue of 31.85 billion dollars and has a most 62600 employees around the world
(coca-colacompany.com 2019).

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Task 1 – Building and managing brand over time (P1, P2, M1)
Introduction
Branding can be defined as the process for a marketing practice of creating a design, symbol and
a name that helps the company to differentiate from the other companies’ product and services
and identify as a different legal entity. Branding helps to provide a company with the major edge
in the competitive markets and it is like a promise to the customer about providing the best
quality products and services at all times. The company can generate value premium from the
products provided to the customers with a recognisable name, which is also known as brand
equity and the companies create brand equity by making the products superior in quality, makes
it easily recognisable and memorable (Ekinci 2018). The concepts of brand value and brand
equity is quite different from each other however, they are both the estimates and measurable
units that are used to determine the worth of a brand. Brand value is referred to as the financial
asset of a particular organisation, which it is provided on the balance sheet of the company
whereas brand equity is an intangible asset, which is likely derived from the importance of a
brand towards a customer. For a company like Coca-Cola, it is important to build up branding as
a process because it can help the company to deal with the aggressive competition and focus on
increased profitability and satisfaction from the customers (Nguyen et al. 2018).
Coca-Cola, which already has a large branding capability, must also focus on determining the
new target audience continuously so that it can position and segment the customer according to
the demographics and tailor the mission meeting the requirement in the most accurate manner
(coca-colacompany.com 2019). The brand mission will also have to be changed periodically so
that the company can provide the values to the targeted audience base and use different channels
that can provide with a better brand image, setting a better path of communication and helping to
get away with the targeted goals (Aimé et al. 2018). The company Coca-Cola will also have to
focus on researching about a competition so that they can dominate the market and be aware of
the competitors, their USP and will also help to differentiate them from the other competitors in
the market. The company will also have to create value propositions to stand out in the market
and determine the brand guidelines to maintain consistency among different channels and make
the business more recognisable. Finally, the company will have to make the brand and put a

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definite marketing strategy (Beverland 2018). The marketing department of Coca-Cola is
responsible for building the national brand and increase the value to the local affiliates and
customers by improving the brand positioning, introducing new tools for international brand
consistency, making the customer ever with a brand story and using consumer and stakeholder
feedback to improve messaging.
Discussion
The company is already well known for its extensive range of products and the quality of the
product and services provided to the customers. Therefore, the company will have to deliver a
better quality product to the customers so that the brand image increases through the word of
mouth and enhances the business portfolio. The company Coca-Cola will also have to focus on
making a competitive analysis so that it can adapt to the market shifts immediately and keep an
eye on the activities of the competitors and the industry trends (coca-colacompany.com 2019). It
is also important for the company to carry on innovative thinking so that they can satisfy the
customers and can enhance the hallmark of strong brand equity (Atwal and Williams 2017). The
company will also have to maintain a consistent brand image so that they can communicate with
the customers in an engaging and consistent manner and target the potential customers in a smart
way. Companies like Microsoft always focus on maintaining a brand image and a model of the
business so that they not only retain the customers, but also target new customers at the same
time, creating better control in the market. Coca-Cola, like Microsoft, will have to focus on the
same and be congruent and consistent at all times.
Coca-Cola will have to focus on maintaining a good brand strategy so that the business branding
becomes feasible and it becomes easy for the customers to identify (Hill et al. 2017). Companies
like Microsoft always maintain consistent quality to represent good value and focus on the life
cycle of demand to be profitable at all times. Coca-Cola will also have to maintain the same and
develop brand strategies that can normalise the activities of manufacturing, distribution and
sales. Communication and awareness are also important, as this strategy has helped different
companies like Procter and Gamble and ITC to ensure accurate and professional services at all
times and attract financiers. This can help to maintain the reputation and decrease negative
publicity or enhance brand image (Keller and Brexendorf 2017). To maintain brand equity,
Coca-Cola will also have to focus on legal and ethical decision making and building value so that

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the customers are satisfied and the perceived value can command wider distribution, better
margins and premium pricing (coca-colacompany.com 2019). Coca-Cola, like Tesco, will have
to extend the brand and have to maintain and measure brand equity to understand the chances of
success in the market and measure the potential risks so that it can identify the negative and
positive effects extensively (M’zungu et al. 2017). This will help to track the possible future
impacts, understand the risks of failure, and build up marketing efficiencies.
The company, just like Microsoft will have to measure the advantage so that it can understand
the core competencies in order to gain competitive advantage and invest in the marketing
research, which will help the company to clear opportunities and fulfil the unmet customer
needs. Major companies like Microsoft designs and implements the brand and sticks to the minds
of the customers so that the visual component can be associated with it so that it can reinforce the
brand (Steenkamp 2017). The emotions and the buying decisions of the people are considered to
design and implement the brand and research must be conducted to use the resources properly.
The company have engaged on social media platforms and will have to make them tolerant,
creative and friendly among the members. These types of advertisement campaign can help
Coca-Cola to entertain people and can allow the company to communicate easily with customers.
To revitalize the brand, it is important for Coca-Cola to know the goals and communicate them
to the public. It is also important to identify the market so that rebranding can be done and the
customer service must be enhanced so that goodwill can be spread through the word of mouth
and employee turnover can be improved (Upadhyaya 2017). Microsoft maintains open lines of
communication so that successful rebranding can be done and will have to revamp the social
media so that this presence can expand the reach and freshen up the look. The same can help
Coca-Cola to revitalize the brand.

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Figure 4: Keller’s model
(Source: Upadhyaya 2017)
Figure 3: Aaker’s model
(Source: Upadhyaya 2017)

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Aaker model can be used by Coca Cola to increase brand equity and this model can provide
information regarding the brand and value of the customers and enable the management of Coca-
Cola to identify different aspects of brand equity, which will help the company to generate better
profit (Desai et al. 2017). This model focuses on five aspects that can help the company to
enhance brand equity and these are brand associations brand loyalty, brand awareness, assets of
the branch and perceive the quality of the products and services. Maintaining all of these can
help to develop the prospect of better outcomes in the transaction processes and can help the
company Coca-Cola to ensure development in the brand equity operations (coca-
colacompany.com 2019). Keller’s Model can also be used by Coca-Cola to measure the height of
brand equity in the current market it operates and provides information about the product quality
and the perception of the customers (Grünig and Morschett 2017). The market segmentation can
allow the organisation to improve brand identity and interest, which can help to generate value
and equity, influencing better outcomes in the contemporary market sector. This can also help to
maintain the relationships with stakeholders and enhance the business scenario through the
transactional process.
Conclusion
From the above part, it is clear that branding is important as a marketing tool as this can drive
brand awareness and new business ideas. One of the major reasons for which branding is
important is because it gets recognition and helps the company to be well known to the
customers. It also increases business value and generates future business, helping the company to
invest properly in the business and establish itself in the marketplace. Branding has been able to
generate new customers for many companies like Microsoft and this is because it can provide a
positive impression among the customers and make the company familiar with them. This is
used as an advertising technique by Microsoft and is likely to improve the satisfaction and pride
of the employees in Coca-Cola. Branding allows the company like Coca-Cola to create trust and
maintain it in the marketplace, and support advertising strategies that can reflect the brand and
create a cohesive image with the help of the branding goals.

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Task 2 – Brand portfolio and hierarchy management (P3, M3)
Portfolio management can be defined as the combination of art and science, which helps the
company to foster new organisational policies and objectives and focus on different aspects of an
organization (Flint et al. 2016). The company uses this to maintain and create the products that
fall under the business activities and in the case of Coca Cola, different the company for
portfolio management uses strategies. This will be used by Coca-Cola to encompass the creation
of brand assets and effective development of those assets, which will likewise help in enhancing
the goodwill of the organisation.
Branded House Strategy
With the help of the strategy, the company makes the product that is suitable for the consumer;
especially the one that would not harm them and the consumers can consume it often. The
company Coca-Cola focuses on creating a brand, which is very much memorable and easily
detectable by the consumers, and this can help the company to increase awareness of the product
and services to the customers and gravitate towards them (Keller 2016). Some of the companies
who make use of this strategy our Tesla and Apple and these organisations use their own brand
name so that they can provide the customers with high quality and high utility products and draw
them to buy the products and services.
House of brand strategy
This types and forms a business can actually be seen in different holding companies and the
functional styles refer to the operations of these companies. In this type of business, multiple
sub-brands operate within a single brand and they try to elevate themselves into a better
marketing position (Shimizu 2016). Some of the companies that do so are Dove, Unilever,
Rexona, AXE and many others.
After the analysis of the above strategies, it can be said that Coca-Cola must use the branded
house strategy so that it becomes easy for the company to elevate itself into the market and make
it detectable to the consumers so that it can increase brand image and awareness (Stewart and
Gugel 2016). The use of this strategy can help the company to attract a large portion of the

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targeted audience, which can also help the company to focus on the processes of the market and
allow it to be easily recognisable as a company with extensive goodwill.
Brand Hierarchy
The brand hierarchy consists of summarising different elements that are present within the
products and services provided by the company and the different components of these products
can influence different factors (Stobart 2016). The brand hierarchy can be divided into several
layers or strategies, which include the individual brand, corporate brand, modifiers and the
family brand, which is used to target different segments of consumers in the contemporary
market. Different companies, to represent the sections towards which the disparate components
of the commodity will be used, use the different layers.
Brand Equity Management
Brand equity management can be defined as the responsiveness over the differentiated
responsiveness that the competitors, consumers and the employees have towards products,
services, actions and communicated words of particular brand equity (Fioroni and Titterton
2016). The strategies associated with the creation of a proper brand equity management include
market research and the design of a brand strategy, which focuses especially on the building of
simplicity of a particular product, and possess a structured product mix. These are again used to
conduct product campaigns. The market research will consist of evaluating and gathering
different data, which can help the company to increase competitive advantage and change the
position in the process to have a unique value point (Gabrielli and Baghi 2016).
Critical analysis
It is important for companies like Coco-Cola, who wants to last for a long time in the industry to
use the branded house strategy as this can help the company to know about the market and carry
on the operations in an effective way (coca-colacompany.com 2019). This is because the
industry branded house strategy can help the company to stay relevant in the market for a longer
period because it has increased customer awareness and satisfaction, which helps the company to
gain extensive profit over years (Gürhan-Canli et al. 2016). It is useful for the company as it can
help to attain quick profits. Brand hierarchy is also one of the most successful ways in which

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companies like Coca Cola can create a corporate brand or a family brand and this can help the
company to attain high profit and emphasize on moving forward (Heding et al. 2015). These
strategies are useful for the company as this acts as a business ladder and evaluating the
designing brand and carrying on market research can make the spectrum broader and allow the
company to focus on a larger customer base. This will also help to ascertain the best partner for
the company.