Brand Management Report: Portfolio Management and Evaluation

This report provides a detailed analysis of brand management, exploring its significance as a marketing tool, the key elements of successful brand strategies, and the importance of branding. It delves into portfolio management strategies, evaluating brand management at both domestic and international levels. The report also examines various techniques for measuring brand value, offering insights into how companies can build and maintain a strong brand presence in the market. The analysis includes real-world examples, such as Apple and Samsung, to illustrate the concepts discussed. The report covers topics like digital marketing, brand awareness, public interest, social media's role, and standardized product development, highlighting challenges and strategies for long-term brand management.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................4
SECTION 1......................................................................................................................................4
P1: Importance of branding as a marketing tool........................................................................4
P2: Analysis the key elements of a successful brand strategies..................................................6
SECTION 2......................................................................................................................................9
P3: Analysis of various strategies of portfolio management......................................................9
P4: Evaluating about management of brand at domestic and international level.....................12
P5: Various types of techniques for measuring brand value.....................................................14
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................17

INTRODUCTION
Brand management is the application of marketing tools which a company uses to make
particular product, quality and related features in more effective manner. It is the analysis made
by an organisation in regards with the success of products brand in customers perspectives. This
can be build through positive relationship with target market those are essential for creating good
brand management in the market. The primary aims of branding is to be make product available
with numerous customers. With this, company's would tried to attain their aims and objectives in
order to gain competitive advantage over other brands (Keller, Parameswaran and Jacob, 2011).
This project provide crucial information about various significance of branding as
marketing tools and key elements in successful brand planning. A well organise analysis is done
by using various strategies of portfolio management and brand equity administration. Role of
brand at local or international level of the nation are discuss under this specific report. Whereas,
different types of techniques which is used in measurement of brand value in an organisation are
mention properly.
SECTION 1
P1: Importance of branding as a marketing tool
Brand: It is known as a name, statement, sign symbol or accumulation of these that
determine the developer or seller of the product. In legal term it is termed as trademark which is
use for the firm as a whole. On the other hand, it is a mixture of tangible and intangible attributes
symbolized in positive manner in order to create some value to the company. This will help
company to segregate their own product with the another company in terms of quality, features
and other valuable specification.
Branding: It refers as the process in formulating a unique name and image for a good in
the mind of client by the use of advertising campaigns with regular theme. The primary aims of
branding is to establish a well organise presence in the market which attracts and make plan to
draws the attention of loyal customers (Kapferer, 2012).
Importance of branding:
Branding is one of the crucial aspect of marketing process of any goods and services. In
current market, every commodity is having different rivals that has successful impacts on other
companies. There is always fight for attracting maximum customers by offering best suitable
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products to them. It is not just about the memorable logo but positive branding can enhance
value of a company and provide employees right direction to perform their task in more efficient
manner. There are few significance of branding in marketing:
 It improves recognition: It is said as one of the key element of in branding which
determine through a logo. Like for example; Apple is one of the finest brand in mobile
segment that has capture huge market in every place of the country. As the 'face' of a
company logo framing is the most critical because that simply indicate image of a
particular brand.
 Branding create trust: This will help to build credibility and trust of the customers.
Proper are mainly purchase those products which is more suitable for them. Such as:
Samsung is more trusted brand for upper class people. Emotional reactions are hard-
wired into customers brains that can influence people (Barrow and Mosley, 2011).
 Branding support promotion: This is an essential aspects of the promoting products
into various marketplace. There are plenty of ways through which one can advertise their
products into different market. Samsung company needs to maintain there impacts over
various customers by attracting them through better promotional techniques.
 It would inspire employees: Most of the staffs and workers more than a work they need
something extra that would motivate them to perform their task in more efficient manner.
With strong brand is like turning company logo into a flag on which other business firms
rally around.
 It create new customers: It enables Apple company to get forwarding business. As the
main sources of advertising this company wants to grab opportunities in the market to
build positive image in the market. With more perfect image in the mind of numerous
customers so that other customers can get attracted towards them.
Brand equity: It is a marketing techniques that examine a brand value. This particular
value is derived from customer point of view and their experience associated with the brand. If
Samsung company is delivering electronic gadgets to the customer they can charge higher prices
with a outstanding trade of brand equity. It has been seen that a well known brand name can
generate more revenue instead of brand recognition. Some sort of brand assets and liabilities
connected with a brand, it name and symbol that can increase or decrease value which is been
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provided by a company in its product and services. There are various aspects those are affecting
brand equity some of them are mention underneath:
 Perceived quality
 Brand association
 Loyalty of customer and
 Name awareness.
Comparison
A positive brand is helps to build trust and
maintain healthy relationship.
While, a product is made in a factory as per the
demand of customers.
A brand represent personality of a particular
company.
A products is said to be an objects or
combination of functional attributes.
It can be recognition as a unique aspects for a
well known company.
In case of product, it can easily copied by a
competitors in order to get maximum market
share form them.
The major parts of a brand is that it is more
timeless.
After few months or year it can quickly get
outdated.
Example, Samsung and Apple company. Mobile phone of apple and mobile
manufactured by Samsung.
P2: Analysis the key elements of a successful brand strategies
The brand planning needs to be well organised so that maximum chances of getting
positive results can be possible in near future. There is no techniques other than brand for
integrating the units and other stakeholders at internal level of an organisation. It would
influence the entire operation of a business to maintain consistency in brand attitude in the
market. It will be helpful for the customers to gain new experiences after using the product and
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services. The main purpose of brand strategies is to deliver a well effective plan for a systematic
development of a positive rational in order to increase profitability of the company (Dinnie,
2015).
The principles can be followed by using principles of operation and sustained client
request. In marketing, brand management is the evaluation and systematic planning about a
particular brand would perceived in the marketplace. Building a healthy relationship by the target
market is necessary aspects for brand pull off. It is long term planning for the formulation of a
successful brand in accordance with attaining a particular objectives. As well organise brand
planning can affects profitability of a business because it is related with consumer requirements,
emotions and factors those are responsible for gaining competitive advantages.
If Apple and Samsung company wants to make create positive image in the market they
need to make attractive branding strategies. Because it represent tangible components that enable
visual, Samsung and olfactory brand identity. Like for example, Samsung logo, marketing
material and other components are crucial parts of a brand receptive identity. Samsung is one of
the most superior quality and attractive brand which is responsible for delivering unique feature
in digital technology and other electronic products. Apart from this, they has adopted plenty of
appropriate planning in order to set their positive reputation at marketplace that assist them to
attain aims and objectives (Morgan, Pritchard and Pride, 2011). There are some of the key
elements those are effectively helpful in successful branding of a particular product or services.
Some of them are mention underneath:
Digital marketing: As per this techniques which analyse that one of the most techniques
of promoting mobile and TV models of Samsung. They need to implement latest technology in
order to promote its product and service in different region. The primary aim of the company is
to increase maximum sales so that positive results can be attain in near future. Although this,
would help to accomplish business target in very minimum period of time. Thus, it has been
identified that selected business concern can easily achieve their goals with the use of latest
technology such as interest which supports durability in order to attain that specific objectives.
Brand awareness: The first and utmost factors which indicate performance of Samsung
can wisely determine by using successful brand image which would help them to promote their
products into the marketplace. Awareness is the thing that can help companies to gain maximum
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attention of people to buy that particular product. Apart for this, there objectives is to maintain
regular update in their products so that positive responses can be attain in more quick time.
Public interest: In order to hold customers for maximum time period they need to build
positive interest for an organisation so that they would get attention of customers. As per as
Samsung company that always tried to make friendly relationship with its loyal client those are
beneficial for them in longer period of time. Likewise, proper support in examine reputation of
an association at marketplace in order to fulfil needs and wants for the society by providing right
products and services to them.
Social media: This would be the another element of brand strategies to use right mode
for promoting their products in between respective customers. It would permits any individual or
persons that to express their opinion perception on a specific products. Maximum customers
think in the way they are interacting with group of team in an organisation. Basically, in current
era most individuals are get habitual towards modern outfit or assets. Hence, with the emergence
of social media as a useful techniques acquires minds of consumers in order to attain target of an
organisation (Huang and Sarigöllü, 2014).
Standardized product: An enterprises requires to design products of advance quality in
order to maintain their standard level in the society to develop a positive image. In the fast
moving world most people are demanding high quality products that can provide higher
satisfaction to them.
To manage and develop a brand over time:
There is one way of brand management over time by strengthen brand equity through
implementing marketing programmes. It will provide regular knowledge so that customers would
not get confuse. Like for Apple, they organise programmes to reinforce their commitment to
offer world best full entertainment connecting device. By doing so they introduce iPhone in the
market. This must be contribute from brand attributes and association. Innovation is one of the
primary aspects in managing brand and make ensure that brand would remain ahead of their
competitors.
Challenges in developing a brand:
 Treating branding as an asset: One of the biggest impacts which is been faced by
company's is to deliver short-term financial outcomes that are coupled with the use of
media.
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 Creating a new subcategories: The one way to grow with rare exception is through
developing latest and innovative idea in order to build strong barriers to face their
competitors (Hur, Ahn and Kim, 2011).
SECTION 2
P3: Analysis of various strategies of portfolio management
Brand portfolio strategies is an effective creation and management of brand assets in
assistance of concurrent top and bottom line growth of a product and services. Building an
individual brand in much more tough task for the Apple Inc. For this purpose they need to decide
correct positioning and optimising perfect brand design in order to get maximum return in near
future. In accordance to deal with brand portfolio's is creating tough challenges to the
management. A brand portfolio's is a planning outlines that outline about how companies will
make use of various brands and its components to drive profitable growth during the year.
Portfolio's strategies would assists companies like Apple and Samsung to build optimal brand
structure and market base in other parts of the nation. Before going too far in a discussion of
brand portfolio's it is vital to cover a some useful aspects such as:
Primary brand:
It is known as the main brand name on a given products and services. This is basically
one of the largest branding component on a product publicity or in a portion of communication.
This is what people refers during the purchase of any products of a particular company. It has
been seen that every brand is having a primary brand (Usakli and Baloglu, 2011).
Illustration 1: Primary brand
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(Source: DAVID SNELLING, 2017)
The most simplest branding structure have primary brand and every detail about the
product. Some other examples of primary brands are Starbucks coffee, McDonald's and Prozac
anti depressant medication.
Sub brand: These are known as secondary branding components that fall below the
primary brand. It usually lies above the products description. Such kind of brands are mainly
employed to set a bunch of products and services offering to various ways out of primary brands.
Like for examples Apple Inc. is having uncanny capability to project their brand and quality in
best suitable manner (Helfat and Winter, 2011). They are holding any of their products
automatically enhance their status.
Illustration 2: Sub brands of Apple
(Source: Apple Sub brands, 2016)
Sub-brands are one of the best used aspects that needs to be clearly compare among
products sold under a given brand. There must be a compelling reason to have a perfect sub-
brands because it will create more complexity and requires proper attention of people. It was
superior in quality and of high price.
Endorsed sub-brands: This is known as one of the secondary branding components. If
an endorser brand is presented a primary brand and a product detail both are shown at the same
point of time. This must be related with the another brand. These are often use to communicate
the current company which is offering primary brand. But it is not just be the case sometimes an
endorse brand simply connect to some other brand in different portfolio's.
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Basis Umbrella brand Product
Apple It is well known American multinational
technology corporation that build and
sells a wide range of consumer
electronic product and accessories.
Products are more superior as
they are delivering trust in their
products. Some of the products
produce by the company are
mention underneath: Iphone6, 7
and mac books and laptops.
The original brand of apple company
has been the max computers. Thus, it is
termed as apex of the umbrella.
Samsung This particular company is offering wide
range of products as one of the perfect
brand name. Such as Samsung is a
positive brand and other mobile that get
impart by an organisation.
Some specific products those are
best known in the entire nation
are Samsung galaxy, note 5s and
latest edition of future version.
CBBE Model:
Building a positive brand image is not so easy task for the company. They need to use
well organise marketing model that would provide proper guidance for building brand in the
market. The CBBE model can acts as a branding ladder in marketing programmes. It is insistent
to observe and oversee appropriate with the motive that upper hand could be selected and odds of
moves can be minimise. In case of Samsung they need to follow four effective stages as per the
mention CBBE model:
Brand recognition identity: An effective products can be recognize by its identity. This
must be expressed certain interest among the customers in order to attain positive attention of
particular brand (Cova, Kozinets and Shankar, 2012).
Importance associated with the brand: This is related with perception of the client that
which kind of product brand they are selecting for their purpose. It is the primary role of
Samsung company to deliver product beyond the desire of its customers. Samsung company
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need to put themselves lawfully at showcase areas so the everyone of them can aware about their
products and services.
Reaction towards mark: It is more crucial for a business in order to decide the overall
reaction of customers towards a brand. Basically, it is necessary to keep compelling every
aspects and nature of brand so as to get better and valuable outcome from the total customer
reviews.
P4: Evaluating about management of brand at domestic and international level
It is necessary for every company to make proper planning before making any expansion
plan for going for domestic as well as global market. The owner of the company need to conduct
a well organising marketing research to determine various demand and requirements of
numerous customers. This will be helpful for the company to make their brand more effective in
front of other company in order to gain competitive advantages over other. There are various
ways through which brands can be maintain in more perfect manner. Some of them are mention
underneath:
Illustration 3: Product brand strategies
(Source: Four brand strategies, 2017)
 Product line extension: It is known as well effective strategies which is used for the
purpose of introducing new products into the market. It must be more similar to what a
company is already offering to the people. It is known as more common techniques in
marketing (Lee and Carter, 2011).
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 Multi brand: It is related with a variation of the products line extension in order to deal
with multiple brand strategies within the common market segment. It is associated mainly
with the large organisation such as Apple Inc. The primary aim for this sort of brands is
related with various positioning in market so that maximum share and opportunities can
be attain in order to face competitors
 Brand extension: It is mainly related with the market understanding of a particular
brand. It can be attain through offering wide range of products those have different nature
and specification. Like for example, it has been found that McDonald's is competing in
gourmet coffee business in order to increase brand reputation from fast food segment to
other one.
 New brand: The final brand is manufacturing strategies is categorise as new brand. It
occurs when the firms wants to make expansion by offering new products into global
market (Urde, Baumgarth and Merrilees, 2013).
Brand reinforcement:
It is all about maintaining brand equity in order to make sure that customers does have
the desire to create perfect knowledge about structure of the brand so that it will continues as
essential sources of brand management. This could done by marketing activities that would carry
the meaning of a particular brand. It would create positive awareness among customers because
they have the option to select correct products. In order to maintain prefect life cycle of a
products and marketing activities it will requires some crucial aspects that can have the maturity
stages of a particular products and services.
It will help them to maintain brand consistency, protecting sources of brand equity in
various market place. Sometimes, even with a well designed reinforcement plan fails for some
specific reasons such as emergence of new techniques or changes in competitors taste and
preferences. Under this particular situation, company require to make revive of their fortune by
coming back to its root cause so that lost equity can be regain.
Collaboration with partner:
These are built on unity of company's vision and strength of purpose and should be
develop a unique brand that is having more than the sum of their parts. It has been said that
numbers is having great power in it. Partnership among two or more brands work directly
through loan of brand equity to each other. The consumers are more understanding and cynical
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