Brand Management Strategies: A Report on Optimum Impressions Ltd.

Desklib provides solved assignments and past papers to help students succeed.

Brand Management
Student Name-
Student Id-

Table of Contents
Introduction....................................................................................................................................................4
Task 1 – Building and managing brand over time (LO1)..............................................................................5
Task 2 – Brand portfolio and hierarchy management (LO2).......................................................................11
Task 3 – Brand extension and leverage (LO3)............................................................................................14
Task 4 – Measuring and managing brand value (LO4)...............................................................................17
Conclusion...................................................................................................................................................21

List of figures
Figure 1: Aaker's Brand Equity model............................................................................................8
Figure 2: Keller's Brand Equity model............................................................................................9

Introduction
The brand is the name, symbol or feature which differentiates one organization from others. It
helps the consumers to analyze which organization is a better seller of the product. The Brand
equity is the premium value of the product that the organization generates with the product with
a specific name in comparison to the equivalents. The brand equity is developed by the
customer’s direct experience of the products and services. There are four stages which an
organization could use to build successful brand equity and the role of the marketing department
is very essential in this. The firm is needed to increase brand awareness. Communication with
customers is the next stage. The customer’s feedback and building greater bonds with the
customer are very essential. The marketing department is provided with all these roles in order to
achieve better and profitable results for the organization. The Optimum Impressions limited is
the organization selected for the report.

Task 1 – Building and managing brand over time (LO1)
BRAND IS POWER
The brand simply refers to a name for a product of a company in the market place. A famous
brand can run for a long time of period with a regular and consistent with quality services and
products. By using a specific brand customer stick with a specific brand.
The brand is something that helps to customer to recognize the quality of product and services
and helps in distinguishing their own specific brand from other brands and products. It helps
the customers to buy their own particular products and services as they are designed
differently with a brand name that differs from other products. A Brand can represent your
business and show the way it should be recognized. Branding as a marketing tool is very much
important as it is not only what makes an unforgettable impression but this also permits the
clients and customers to recognize what can be the expectation from the Optimum Impression
Ltd.
According to Keller (2016), For a brand development, several ways are present in the market
that are: customer service, reputation, advertisement, logo, and promotional merchandise and
all these sectors together can help in the creation of one attention-grabbing and unique
business profile.
The brand equity is defined as a marketing term that shows the value of the brand in the
market place. This value can be identified as a perception of the customer and their
experiences with the brand. (Laforet, 2017).
Basically brand is something that makes the first impression on customers so branding is
something that makes the product stand out of the crowd of the marketplace. So here are some

branding benefits outlined below for a business that is-
Branding helps in making the product stand out in the market- A perfect and a good brand
that makes the first impression on customers so branding is something that makes the product
stand out of the crowd of the marketplace.
Branding supports credibility- The Optimum Impression Ltd. Company is considered to be
an expert company if it contains all the clear and established brand. If the company has proper
knowledge of their brand and work as a professional then it appears to be the most famous
brand and people would love to buy from the company only.
Customer Loyalty with Branding- Most of the customers are attached and attracted with the
brands that show the similar values of the customer demands and ultimately they make a bond
with them and further the customers get an emotional connection with the brand.
Leads to customers & referrals- As the customer establish trust and loyalty with the brand as
per their quality they would love to suggest the brand to their known relatives and friends.
Because customers audience is the only source for marketing.
Branding is consistency- With the help of brand the choices get consistent and it can help in
making decisions in short time of period and frequently with the experience of the customer.
There is no time wastage in questions like what color, what material, how’s the look, etc.
In the words of (Lister, 2018), there are several factors that elaborate that branding is
important in many aspects that are outlined below:
- It creates new customers
- It increases the business value
- It gets recognition
- Trust creation among market place
- It improves the satisfaction and pride of employee
- It supports advertisement.
The branding has appeared in business rehearses for an Optimum Impression Ltd. as an

effective brand can assist the product and services to an individual in a market race.
According to (Mal, et. al., 2018) A brand can have two types of brand equity as positive brand
equity and negative brand equity depends upon the popularity of their brand values. There are
four major components of brand equity that are differentiation, knowledge, relevance, esteem.
(Rosenbaum-Elliott et. al., 2015).
Differentiation- Consumers are assured by the brands and all the durable brands made a
unique promise with their consumers that even customer can discriminate it from other
assurances. Even though these assurances are not for an assured deal in the marketplace.
Knowledge- Consumers cannot purchase any product and services without taking a proper
understanding of a particular brand. Most of the famous and solid brands are capable to
advertise their brand and their products in the market so they are successful in scattering their
brand details and information between people and their brand layers are popular between the
consumers of new generation people.
Relevance- The brands must have proper desires of market trend and all the effective and
efficient brands continuously adapt the new trends and changes in the market that are going on
as a new fashion. (Schmidt, et. al., 2018).
Esteem- Esteem is about respect and appreciation for a brand by the customers. The esteem of
brand equity gets recognized by assisting and helping a better and good quality of product,
support, and services in the marketplace.
There are some models proposed for the strong brand management accomplishment that are
Aaker’s Brand Equity model or Keller’s Customer-Based Brand Equity (CBBE) model.
(Silvestre, et. al., 2018).
Aaker’s Brand Equity model-
It is the involvement of awareness, brand association, and brand loyalty of the brand for the
ultimate proposal of an appreciated product and services for the customers. Aaker’s equity
model highly focused on working on brand identity. So there are major four features that come

under Aaker’s equity model-
1. Brand as Organization- It encompasses organizational essentials, restricted
mechanisms against actions of universal.
2. Brand as Symbol- It consists of audio effects and visual effects, the custom and
tradition of the brand and representative codes.
3. Brand as Product- It consists of the scope of product, elements of the product, value
or quality of the product, origin country, users and uses.
4. Brand as Person- It consists of the character of brand and relationships of brand and
customers.
Figure 1: Aaker's Brand Equity model
Keller’s Brand Equity model -
It can also known as Customer-Based Brand Equity (CBBE) model. This type of model
majorly works for the given below context-

1. Brand Identity
2. Brand Meaning
3. Brand Response
4. Brand Resonance
Figure 2: Keller's Brand Equity model
Let’s take an example of one of the organizations like NIKE that is a USA based company
having its brand image maintenance that is very important in the area of the marketplace.
Various strategies are practiced to increase the market value for a brand like NIKE. The most
difficult assignment of marketing for NIKE brand is establishing links and connections with
their customers and clients and get overhear all the benefits and drawbacks of an organization
and that is what NIKE has assumed about how to manage the brand with the best effective and
efficient way.
The major points to be followed up from the NIKE brand to form an effective and efficient
brand-
1. Find out the best observers and then build out for the observers.
2. Formation of excellent material.
3. Reach out as much as possible to all the means of promotion from the social media
platforms to all the paper media.

According to the market value and the position of a brand, consumers get fascinated with the
brand that is a profit-making element for an organization. According to Herrero et. al., (2017)
the organization continuously working as much as possible for the society along with their
employees which in turn makes the benefits and profits and market value of an organization
and brand.

Task 2 – Brand portfolio and hierarchy management (LO2)
Introduction- This part of the assignment will cover brand portfolio strategies and also help in
analyzing management hierarchy of an organization. Along with this, strategies for managing
brand equity will get discussed. The organization which has been chosen for completing this
research is TESCO, which is one of the biggest supermarket chains of UK. They use to provide
products and services in clothing and groceries sector. Beneath are strategies used by them for
brand portfolio and brand equity management along with this management hierarchy of them.
TESCO is one of the biggest supermarket chains of UK as well as of the world. They use to
provide their products and services in different parts of the world. Therefore for them, it is very
much important to use effective strategies of the brand portfolio. This will help them in
improving their brand image at the market place, and also help them in increasing their sales and
revenue. Along with this these strategies also will help them in achieving their goals and
objective. Beneath are some strategies which are used by TESCO for their brand portfolio –
1. Set proper role to each and every brand – For an organization like TESCO, it is very
much important for them to make goals and set some roles to their products. As products
offered by them are their brand and if they have some target then it will become very
much easy for each and everyone to make an analysis of the performance of that. This all
helps in detailing about roles of each and every product at the market place, so that
performance analysis of them becomes easier. This all also help in making further
strategies for achieving goals of that product.
2. Analyze customer need – This strategy will help an organization like TESCO in getting
information about the change in needs of customers and also provide information about
the change in trend. This all helps them in making changes in their products according to
changes taking place in the needs and demands of their customers. This all will lead the
organization in making a clear image at the market place and also help them by
improving their brand portfolio.

As TESCO is one of the leading supermarket chains of the world, therefore, for them it is very
much important to have proper management hierarchy which will have defined roles of them in
the organization. This all will help the organization in making a system which is very much able
to handle different problems with fewer issues. Beneath is a complete hierarchy of management
of TESCO –
1. Level 1 – This is the most basic level of this hierarchy where employees of the different
department are placed. In this level of management hierarchy, different departments are
segregated, so that it becomes very much easier to identify them. For example, clothing is
a common department but under it, different segments are divided like man’s clothing,
women’s clothing, baby clothing. These departments of clothing come under level 1 of
this hierarchy.
2. Level 2 – This level of the hierarchy is one step higher than level 1. In this major
departments present in a store are listed. This level has a manager over some number of
employees. These managers have work to monitor sub-departments under their
supervision and also have a role to solve issues at ground level. For example, the clothing
department of a TESCO store is a part of this level.
3. Level 3 – This level is the highest level of this hierarchy, where the manager or
supervision store is mentioned. They have a role to monitor complete store and also use
to solve issues of that store. For example, store manager of TESCO.
4. Level 4 – This is the last level of this hierarchy, where the manager of that region is
listed; along with manager presented at headquarter. They use to supervise the
performance of each and every store and also use to solve issues faced by them.
For an organization like TESCO, it is very much important to adopt strategies which can help
them in managing their brand equity. As per Widget. al., (2015) beneath are some strategies
which are used by TESCO for managing their brand equity –
1. Manage quality of products – TESCO is one of the leading supermarket chains of the
world. Therefore, for them, it is very much important for them to manage the quality of
the products and services they use to provide to their customers. This will help them in