Brand Management Report: Building and Managing Brand Equity

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BRAND MANAGEMENT

Table of Contents
Introduction.................................................................................................................................................3
Learning Outcome 1....................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business
practice....................................................................................................................................................4
P2: Analyze the key components of a successful brand strategy for building and managing brand
equity.......................................................................................................................................................5
M1 Evaluate how brands are managed successfully over time using application of appropriate theories,
models, and concepts...............................................................................................................................6
M2 Apply appropriate and validated examples within an organizational context....................................8
Learning outcome 2.....................................................................................................................................9
P3 Analyze different strategies of portfolio management, brand hierarchy, and brand equity
management.........................................................................................................................................9
M3: Critically analyzes portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks..........................................................................................................11
Learning Outcome 3..................................................................................................................................13
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global
level.......................................................................................................................................................13
M4: Critically evaluate the use of different techniques used to leverage and extend brands.................15
Learning Outcome 4..................................................................................................................................17
P5.Evaluation of different types of techniques for managing and measuring brand value.....................17
M5. Critically evaluate the application of techniques for measuring and managing brand value
concerning developing a strong and enduring brand..............................................................................19
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding within an organizational context.................................................................20
Conclusion.................................................................................................................................................21
References.................................................................................................................................................22

Introduction
A brand is a name, identification or a logo which will differentiate the other brands towards the
customers. There is a number of theories and models which would be discussed with applied
examples to explain the brand image in the market. It is important to make some strategies to
manage brand equity. Branding helps customers in so many ways, the loyalty of customers
towards one brand is developed due to the quality of the products it sells. This particular report
showcases an article written in a marketing brochure. This article would be composed and edited
by the editors of optimum expressions Pvt. Ltd. Being a marketing manager, he or she has to
monitor the quality and content of this article. There are some models related to brand equity
which would be used in this report are Aaker's brand equity model and Keller's customer-based
brand equity. The strengths and weaknesses of the models applied would be discussed including
their examples. While managing a brand, customer's preference and their choices play a big role
in marketing a brand.

Learning Outcome 1
Title: Brand is Power
Date: 24th/July/2019
Introduction
The brand creates a different image of the organization concerning the customers. The brand
makes their products stand out from their customers. Customers do not trust the products of
brands that easily. People are now very smart to analyses which product is worth to spend
money, hence it is important for brands to develop a good image of their products and make a
differentiate image from other competitors.
If we consider one example for the brand as a marketing tool, we can take "Apple" as an
example. Apple has emerged and developed its value of brand above its competitors. It is
worth to know that Apple does not commercialize their products in advertisements, as their
brand image is itself a marketing tool.
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.
When a brand creates its own space in the market with positive sentiment towards its
customers, in such case those brands are making their brand equity. The steps for building
brand Equity is an introduction to the brand and its products, analyzing the market and its
competitors, focusing and identifying the targeted customers or region and building a brand
image with the help of innovation and quality.
If we see What One plus did, one plus is the best example of Brand equity. They came in
2014, introduces their first product with less marketing but focused on quality and innovation
to grab the attention of the customers, later they analyzed the capabilities of their competitors
such as Apple and Samsung. This had helped One plus to make effective changes for their
further products.
Brands usually signify their customers perspective and sentiments while launching their
products. a trademark is a kind of asset for a company or a brand. When a new customer is
happy and satisfied from the products of a brand, he or she rarely steps and try a new Brand,

hence brand loyalty is achieved only with trust and quality of the products.
Brand loyalty is a relationship which is built between customers and brand. Making brand
loyalty is not a small process it takes some time, and sometimes it takes years also. Brands
usually launch their products analyzing many strategies and ratios to make a perfect product.
Management of a brand is very important and a huge deal for an organization. It is important
for a brand to manage and spread awareness about their new product. It is important and the
duty of the senior management of a brand to monitor their employees, whether they are
promoting the brand avoiding the risk factors involved.
Conclusion
Brand and branding take an important role in the promotion process of the products. Brand and
branding for a company is a unique way of promotion and it differentiates them from their
customers. Apple has branded their products, the name Apple means quality, commitment, and
trust, hence any other product of another brand cannot have this advantage which Apple
products have in marketing. Branding sometimes hurt the sentiments of the customers, hence
it is important to make an only positive impact on the brand. Marketing and branding are
interlinked with each other and hence this article had concluded how brands can use their
branding and their name to develop brand loyalty and trust.
P2: Analyze the key components of a successful brand strategy for building and
managing brand equity.
It is very important for an organization to know the brand equity and the components which
are important for its impact. It is important for organizations to include digital marketing in
their marketing strategies.
Social media: Social media is a wide platform or tool to promote the products of various
brands. If a particular brand is new to promote on social media, they should focus on some
popular channels in social media to promote their products. Social media is very helpful in
attracting customers. Social media is also a great criticizer of the products. Social media helps
companies to connect with their customers directly, to get feedback from their customers
(Rosenbaum, 2015).
The promotions on social media have a good hype, as the products have a good advantage
when promoted on social media. For example There are brands which include various
celebrities under deals, where they wear their brand's watches, clothes, etc. on their daily
routine to promote their products. Usain Bolt, who is a celebrity and athlete wear Nike’s

branded clothes and accessories for the promotion purpose.
Digital marketing: It is a good strategy for the promotions of brands. They usually generate
online contents, and blogs online, for promotion purposes.
Branding is explained and defined as equality or justice. Branding is quite difficult to explain
or define and it is even more hard to break branding into its components. If we ask individuals
about the definition of branding, every individual would come up with different meanings.
M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models and concepts.
Anker Brand Equity Model: This particular brand model evaluates the strategies used in brand
loyalty, the value of the brand and the loyalty of brand combined which will provide the quality
product or services.
Awareness towards Brand
Brand loyalty usually aware of the new customers of the products of that brand. It is important
for a brand to spread positive awareness about their product and services, thus develops a healthy
relationship between the customer and the brand.
Perception of Quality
Every customer would definitely have a reason to buy a product, hence Brands should fulfill that
needs of the customers to satisfy, and this would only be done with selling a quality intended
product. High priced products with more quality usually attract new customers, but due to high
prices of the products, the old customer may be lost.

Association of the brand
Brands sometimes make an association with some countries or states. For example most of the
big branded cosmetic companies are from Paris France. hence such association of the brand with
countries and government organizations helped them to change their policies according to the
government policies.

M2 Apply appropriate and validated examples within an organizational context.
The model discussed such as Anker model are used by various companies or organizations, using
such models develop trust into their customers. There are some examples of companies which
have applied the Anker trust model.
Lawyers committee for civil right under the law
Tax management Inc.
John F Kennedy center for performing arts.
The advertising councils Inc.
The Anker brand equity model had helped these organizations to become global companies. The
advertising strategies of such companies and organization have helped them to become a global
organization.
The concept of Anker equity model is quite simple, this model helped these companies to
develop a strong image of their brand. This model will help organizations to maintain brand
loyalty towards their customers, and purchases, later on, will maintain profit ratio (Godey, 2016).
Conclusion
This report has concluded the importance of marketing tools and how it can help business in their
practices with how brand strategies can be applied. This report speaks about the advantages and
disadvantages of Anker brand equity model. This report also identified few organizations which
are benefitted by Anker brand equity model.

Learning outcome 2
Introduction
This report would be completely dedicated to the brand portfolio of LVMH, and brand hierarchy
of LVMH and organizations related to the same sector. Later this report would be critically
analyzing the brand hierarchies and brand equity of LVMH organization. The complete brand
portfolio of LVMH would be discussed.
P3 Analyze different strategies of portfolio management, brand hierarchy, and brand
equity management.
Different strategies for portfolio management are:
Active Portfolio management strategy Passive portfolio management strategy
Bottom-up and Top-down Approach Indexing, Patient Portfolio, Aggressive
portfolio, Conservative portfolio
LVMH Group
Moet Hennessey, Louis Vuitton is a multinational company dealing with goods conglomerate. Its
headquarters is based in Paris.
Business portfolio
With a good brand name, their products have a unique representation in the market. the name of
this brand is itself has become a marketing tool for this organization. Louis Vuitton is an
international brand working in fashion lifestyle products.
The targeted customers for this brand come between the age group 18 to 25 mostly. It is the
strategy of LVMH to make new trends, which had helped them to attract new customers with
their latest new products. The products of Louis Vuitton are famous not only in the United
Kingdom, rather it is famous globally. The price rate of this brand is not reliable over the quality

of its products because the high price and quality of its products justify each other quite well
(Stankeviciute, 2010).

M3: Critically analyzes portfolio management, brand hierarchies and brand equity using
appropriate theories, models and frameworks.
The LVMH group
For the portfolio management, a corporation is the main structure which would be important to
develop an effective portfolio for Louis Vuitton. The design ideas and the strategies for the
effective portfolio are imposed directly from the headquarters. Unique designs would always be
the most important and effective way to develop a healthy relationship between the customers
and their clients. LVMH never had let down the expectations of its customers and fulfilled their
customer's needs.
Wines and Spirit
In the wine industry, it is difficult for companies and brands dealing in this sector to know and
understand the demand for its products. For forecasting the wines, it is important for brands to
deliver wines at the right time. This is a good analytical and dominant tool to notice the trend.
This tool involves fewer prices, right time delivering and compressed supply times in the market.
The wine industry is more in all a conscious industry, this industry needs to connect with its
retailers directly so that they can know the needs and preferences of their customers quite easily
and precisely. The wine industry needs to focus on the placements of its product.
Rearrangement warehousing Operations
In the wine industry, storage management is very important. It is because some of the products in
the wine industry needs to be stored for more than 10 years. The proper storage management and
production management is required for the supply of the wines to the market (Muroyiwa, 2017).
The 3C’s of brand portfolio strategy are:
Brand portfolio strategy is used when one company operates in more than one market. The
brand portfolio is dependent on Consumer’s perception of price, consumer’s perception of
quality and the kind and level of competition in the market.
Conclusion

This report concluded that the brand portfolio of any organization like LVMH is very important
to set the business strategies and marketing processes of its products. This report further
critically evaluated the theories and models involved in portfolio management.