Brand Building and Management Report: A Comprehensive Analysis

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Contents
Introduction:...................................................................................................................................................2
Task 1 –Building and managing brand over time (LO1)...............................................................................3
Task 2 – Brand portfolio and hierarchy management (LO2).........................................................................8
Task 3 – Brand extension and leverage (LO3)............................................................................................11
Task 4 – Measuring and managing brand value (LO4)...............................................................................14
Conclusion:..................................................................................................................................................19
References:...................................................................................................................................................20

Introduction:
The term, name symbol or design that shows a company’s or organizations service or
product different from other company or organization is known as a brand. The value
the brand provides to the organization is known as brand equity. For building and
managing a brand the organizations have to make the strategic changes, and proper
implementation of the strategies. So the report is focused on Brand building, managing,
portfolio, leverage, and extension of the brand. It helps to understand the different terms
associated with the brand and describes it in context to an organization. It describes the
brand managing and measuring of brand value, awareness, consumer attitudes, market
shares and purchasing intent. And the term brand awareness, values, market share and
attitudes and intent of consumer is discussed in the report with examples. So it helps to
understand the different aspects associated with brand creation and management and
the management of the brand through different examples.

Task 1 –Building and managing brand over time (LO1)
Brand is Power
Branding of an organization includes creating good relations and bonding with the
customers. Brand equity and branding both are different terms but associates with each
other as the branding of the organization help to increase the brand equity of the
organization. The branding of the organization makes aware to the customers or clients
of the organization the product or services they are using are provided by the company.
Brand equity is a value premium that the company gets from its product with the
recognized brand name compared with the equivalent product. The brand equity is
created by the organization by providing a quality product or services to the clients or
customers making the products easily recognizable and memorable (Abdellah-Kilani
and Zorai, 2019). The quality of the products should be higher compared with similar
products in the market for generating brand equity through the product. So to create a
managing the brand of the organization Optimum Impression Ltd and the importance of
the marketing tool branding are discussed in the report.
Brand knowledge and awareness:
Brand knowledge and awareness are the key sources for creating brand equity.
Creating the awareness and knowledge of the brand help the organization in creating a
relationship with the customers and makes a connection between the brand and the
customers. The branding of the organization helps the customers to identify the
organization by the name or symbol of the organization. So to developing the brand
awareness in the targeted market of the organization and creating a relation with the
customers by developing a favorable, unique and strong position in their minds is
required for creating a brand. So the websites, marketing should be considered for
developing a strong relationship with the customers. So the good management of the
brand by better targeting the customers and promotional campaigns, smart packaging
and many other ways that can help to manage the brand.

Brand Management:
After the brand creation of the organization, the major challenge faced by the
organization is to manage the brand over time. As the market requirements and trends
changes with the time that may affect the brand value or the branding of the
organization and many external issues legal, political and technological issues can
affect the branding of the organization (Álvarez-García et. al., 2019). There are many
internal issues as well that may occur and can affect the branding of the organization.
There internal issues changes in strategies and focus, organization’s internal issues as
management and leadership challenges may affect the brand value or can create
problem in managing the brand. So to changing the organization with the changing
environment and following the current trends, handing and dealing the problems can is
required to manage the brand.
The management of brand affects its life poor management of the brand can lead to
decreasing the brand value. It is proved by many organizations that good management
of brand always increases the life of the brand.
Brand revitalization and brand reinforcement:
It refers to maintain brand equity, means to provide awareness and knowledge to the
customers of the brand. It will help the organization in having it's brand equity
continuously. Different marketing activities are required for the revitalization and
reinforcement of the brand. there are many challenges occurs in maintaining the brand
as increasing competition in the market, changing interests of the customers or
changing demands of the customers, etc. so to deal with these challenges with better
marketing strategies and changing the organizational structures and strategies is
required (Ai and Dao, 2019). Further, fig 1 shows the reason for brand revitalization.
That includes the increasing competition in the market, globalization, legal and political
issues, brand relevance, mergers, and technological issues.

Figure 1 Brand Revitalization
Brand Reinforcement:
Maintaining the brand in different phases of the organization requires brand
reinforcement as the brand passes through different phases like growing phase,
maturity and decline phase (Ben-Shaul and Reichel, 2018). So to marinating the brand
consistency includes providing a better quality of products as per the customers’
requirements. So the brand reinforcement includes:
 Consistency of brand: maintaining consistency of brand reputation helps the
organization to achieve success.
 Protection of brand equity sources: The organization should try to maintain the
existing sources of brand equity and look for the new sources that can further
improve the brand equity of the products.
 Fortifying: It includes increasing the brand awareness, and perception. Fortify a
brand is important as not fortifying the brand or failure will decay the brand value
that would not allow the leverages more.
 Leveraging: leveraging includes generating the values from a brand. The brand
value of the organization gives them better value premium of the products that
refers to the leverage of the organization.

So these are the points includes in the brand reinforcement.
Strategies for Brand Revitalization:
The marketing strategies and activities of the organization helps in revitalize the brand
in the customer’s mind. The revitalization of the brand includes the increasing
differentiation of the organization that can be getting by continuous and incremental
innovation. The revitalization of the brand includes the following steps:
Developing a new market: The organization should attract new customers or new user
for the product by making the changes in its features.
Change in distribution strategies: This includes the new ways to make the reach to the
new customers or buyers of the organization (Berndt and Hollebeek, 2019).
Advancement: The technological advancement and use of the new trends of marketing
help the organization Optimum Impression Ltd’ to mare the reach to the new customers.
Also, the technological advancement in the product helps to attract new customers and
make and attracts the customers.
So these are the ways that can help the organization to revitalize the brand.
Aaker’s model of Brand Equity:
Brand equity refers to the value of the brand that is achieved by the organization. The
Aaker provided the four elements or perspective for brand identity as
product brand: This refers to the quality, features, and value of the product or services
of the organization.
Organization brand: It includes the attributes, working and global activities of the
organization.
Person brand: It includes the relationship between customer and brand and the brand
personality.
Symbol brand: It includes the symbols, visuals, audios, and heritage of the brand.

Five Elements of Brand Value:
Aaker’s model gives the five components of controlling the brand value. The
components help to understand the value of the brand and their integration with the
brand value and components are described here:
The loyalty of Brand: The loyalty of the people to the brand.
Awareness of the Brand: It refers to how the brand is known among the people.
Perceived Quality: The limit of the quality provided or considered to be provided by the
brand.
Associations of Brand: The triggered association by the brand.
Other branded: It shows the other patents or intellectual property rights, and relations
with the trade partners and greater the other patents and rights refer to greater brand
value.
So these are the elements of Aaker’s model that associates with the brand value of an
organization also the Aaker provided the strategies for the brand extension.
The branding of the organization is important as it makes a positive impression on the
consumers of the organization. It creates awareness and knowledge to the customers
and helps them to understand what they can expect from the organization. The
branding of the organization includes different areas as customer service, logo,
advertisements, and reputation (Chapleo and Simpson, 2019). So the strategies of
strengthening the brand equity, brand-reinforcing and revitalization are discussed in this
section. This help to understand the brand extension and managing the brand and it is
important for an organization.

Task 2 – Brand portfolio and hierarchy management (LO2)
The brand portfolio of an organization includes brands offered by the organization for
selling different customers of the organization. The organizational brand portfolio and
strategies, and management of the hierarchy are shown in this section. It helps to
analyze the strategies and management of equity of the brand within the company’s
portfolio. The hierarchy of the organization Marks and Spencer and brand portfolio is
discussed in the section.
Dimensions of the strategy of the brand portfolio:
The following are the dimensions of the brand portfolio strategies that describe the basis
of strategies:
Scope of the Brand: The product of the organization is divided or categorized and the
scope of the products is analyzed.
Roles of the Portfolio: Organization’s strategic brands, flanker brands are described
under this section.
Defining roles of the product: The roles of different products is defined as which is the
master brand of the organization its sub-brands and the endorser brands of the
organization.
Structure of the portfolio: The hierarchy of the brand and the network of the brand is
described in this section.
Models of brand portfolio: The branded houses, sub-brands, and endorsed brands are
described in this section.
So these are the dimensions of the brand portfolio strategies.
The product portfolio of Marks and Spencer: It is a core belief that goods should be
eco-friendly. Some of the diversified products that are included in Marks and Spencer
are:

Females
There are various options available for females. They can pick up from a vast friendly.
These include jagging, stylish t-shirts, designer blouse, swimsuit. It makes sure that the
product is made from high-end cloth.
It also accounts for accessories- these include designer handbags and purses, latest
watches and beautiful jewelry.
Footwear offered by Marks and Spencer- these includes stylish and comfortable boots
and sandals. It even comprises of slippers and shoes.
It makes sure that the product quality of Marks and Spencer is never questioned. For
this time and again they have organized various campaigns just to make people aware
of the quality and authenticity of the product that is being offered to the customers.
Marks and Spencer have now become one of the leading brand names in the entire
British (Chatzipanagiotou et. al., 2019). It deals in retail and lifestyle industry. However,
there are numerous competitors present in the market who are trying their best to
occupy the position of Marks and Spencer. Some of these organizations are Aldi, farm
foods, Asda, Tesco and many more.
Position of Marks and Spencer in the marketing mix
Marks and Spencer have now spread its business in many other countries as well.
Some of the examples of these countries include- Morocco, Egypt, Kabul, Finland,
France, Germany, China, Austria, and India. Headquarter of Marks and Spencer is
situated in Westminster (London). It has now been able to cover the overseas as well.
These are- Bangladesh, Turkey, Italy, Indonesia, etc. Marks and Spencer are known to
sell their products with the help of its various outlets. They make sure that their outlets
are beautifully decorated with the help of interior designers. Now because of the huge
popularization of digitalization, it has even made its business online. It has a proper
facility of drop shipping as well (Chen, 2019). It has hired various freelancers who look
after this process. This has made it possible to make the business available and within
the reach of more and more people.

Also, they have provided with the proper platform where the consumers can share their
experience and even provide some feedback if they feel like some product needs
improvement. Marks and Spencer believe in updating itself and keep the profile up to
date with the help of the feedback received from its consumers.
It is because of these efforts that Marks and Spencer have managed to acquire this
position. It is not something which has been achieved overnight. It is the result of the
continuous efforts which have been put forward from the side of its employees on a
regular basis.
Also, it believes in providing valuable training to its new joiners. It understands that the
employees should be given proper time to understand and become familiar with the
work culture that is being followed and practiced in the organization (Cheung et. al.,
2019). It is because of the understanding and the knowledge of the employees which
can help in making the organization to reach its peak and achieve zenith.
So, it is the combined efforts of the departments which have made Marks and Spencer
to achieve this position. It also believes in regulating itself and altering the method which
is adopted by them. It welcomes the innovation of the latest tools and technologies and
tries to imbibe those advancements in its work culture (Erkmen and Hancer, 2019). And
the hierarchy management of the organization shows its structure and the hierarchy of
the organization is discussed form level higher to lower that includes its employees to
leadership. The orders of the organization, policies, procedures, regulations, and drills
are discussed in order.

Task 3 – Brand extension and leverage (LO3)
The Per Una is a brand of cloths of Marks and Spencer organization. The brand has
scopes and opportunities and connectivity of the people that can attract the customers.
The extension of the brand includes the changes in the brand and categories it to
increase its market the providing more options to the existing customers of the brand
and new customers. For the extension and leverage of the brand, first, it is required to
analyze its strengths and weaknesses (Farzin and Fattahi, 2018). The strengths of the
brands which can be leveraged and the weaknesses that need the attention of the
organization and affecting the market of the brand and organization are discussed in the
following section.
Brand Extension and Brand Leveraging:
The Per Una is an established and successful brand of the organization so the
extension of the brand includes the modified product of the brand and changes in the
brand to attract new customers. The franchise strategy of the organization is to
introduce the new product with the same name as Per Una. Per Una is an established
cloth brand so the designing the new products with the name and generating the most
equity from the brand will be helpful for the organization in growth.
The line extension of the product also can be helpful for the organization in brand
extension as it refers to providing the new item to the customers in the same category of
the product. So to provide the new item in and different product as extending it to the
beauty products, gifts, and hampers, and other product can help in organizational
growth (Foroudi, 2019). The product introduced in a new category by making slight
changes in packaging and making large changes comes under the line extension. But
the brand dilution is a major challenge for the organization which includes the
subverting of the brand by its more utilization.

The leveraging strategy of a brand includes expanding the current power of brands into
the subclasses of the product to support the company’s extension into a category of
new products. It helps the organization to expand the product categories without making
many changes in the core products of the organization and the new products have
similar qualities and attributes as their original products (González-Mansilla, 2019).
Further the leveraging of the brand and brand extension with its options are discussed
in the below figure. The strategies for leveraging the brand Per Una is discussed in the
image which shows the different options as stretching and line extension of the brand.
Also, the brand extension and co-branding of the product can help the organization in
leveraging the brand.
Figure 2 Strategies of leveraging the brand
Further, the strengths of the brand and organization are discussed that will help the
organization in leveraging the brand. And also the weaknesses of the brand that need to
attend for the good results in extension and leveraging the brand.
Strengths: The following are the strengths of the brand Per Una that will help in its
extension and leveraging.
 The recognition of the brand is higher in the market that will help in leveraging
the brand.