Brand Management Report

This report delves into the significance of brand management, particularly focusing on Samsung's strategies. It covers various tasks including brand portfolio analysis, brand equity management, and recommendations for leveraging brand strengths. The report emphasizes the importance of effective branding in enhancing business performance and customer loyalty.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1. Introduction.............................................................................................................................1
2. Main body...............................................................................................................................2
3. Conclusion...............................................................................................................................3
TASK 2............................................................................................................................................4
1. Analysis organisation's brand portfolio strategy.....................................................................4
2. Illustration of the hierarchy management of brands within the organisations portfolio.........5
3. Analysis strategies used for managing equity of the brand within the organisations portfolio
.....................................................................................................................................................6
TASK 3............................................................................................................................................7
1. Strengths of the brand that can be leveraged..........................................................................7
2. Weaknesses that many need attention with providing some suggestions...............................8
3. Collaborative and partnership agreements..............................................................................9
TASK 4..........................................................................................................................................10
1. Evaluation of various techniques used for measuring and managing...................................10
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management is very important concept that helps to increase profitability and
productivity of the enterprise. In this regard, different branding techniques helps to provide exact
products and services with well thought and strategic plan that helps to attract customers. Proper
brand management includes promotional piece, touch point and usage of name, logo and
messages (Buil, Catalán and Martínez, 2016).
Present study based on evaluation of marketing brochure by Optimum Impression Ltd
which is advertising organisation and created new marketing brochure with name of brand is
power. Main aim of this is to show importance of brand and provide understanding that how
brand is created and managed over time. Furthermore, Samsung is another company which
selected in present study. It is electronic company of UK.
For gaining insight information of the present study, it includes overview of brand and
brand equity. Furthermore, stages of building successful brand with playing role in marketing
department. Moreover, organisation's brand portfolio strategy has been provided with hierarchy
management of brands in organisations portfolio. At last, evaluation of various techniques used
for measuring and managing different aspect.
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TASK 1
2

1. Introduction
Brand can be defined customers and business aspect which helps to gain more productivity and
profitability. There is different consideration brand such as name, term, design and many other
features on goods and services. Furthermore, brand equity can be defined as the effective results
for branded products and services. It is the potential brand that impact on overall business
performances. In order to building successful brand, there are 4 stages has been explained that
assists to focus on goals and objectives (Elliott, Rosenbaum-Elliott and Pervan, 2015).
Furthermore, marketing department play very important role to create brand equity. In this
regard, marketing program is related with products, price and distribution channels. These
programs are very necessary to create brand image and increase awareness as well (Flint,
Signori and Golicic, 2016). Marketing communication is essential to establish competition,
making impression among consumer mind to lead and develop strong customer-based brand
equity for develop long lasting relationship as well. Furthermore, another role in marketing
department play is to understand present state of brand awareness and image within consumer's
mind to be in current state.
Identifying marketing objectives and strategy as per target audience: In first step, the
chosen organisation needs to define things that need to be perceived.
Developing concept and start visual research: In second step, brand must organise which
based on the promise. Hence, it must be implying to do something.
Developing media strategy and begin with visual material: In third step, promise must be
communicating with marketing material from colours of logo into website text.
Identifying target audience: At last, in forth stage the selected business must organising their
operations that are based on perception and communicating this promise in consistent manner.
2. Main body
Brand equity of can be successfully develop with positive differential effect on
consumers. Therefore, it is developed successful results on the branded products or services
after knowing its brand. It is potentially create impact on the chosen organisation. Building
customer loyalty is one of the essential strategies that develop way to fortifying brand equity in
effective manner. In addition to this, there are several ways to encourage loyal customers as
well (Du Preez and Bendixen, 2015). With the help of emotional connection card, relationship
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establish with customers that is more important than customer satisfaction. To accomplish it and
actively interact with people, it is essential to develop personality. Symbol card also play
special role that create product more effective for earning loyalty of life.
As per Aaker model of brand equity, there are set of five categories of brand assets and
liabilities linked with successful brand which provide value by a product and services in the
firm. Building lasting brand equity helps to the organisation for increasing profits and long run
outcomes. There are 5 categories consider as per this model in the chosen business. First is
brand loyalty which is currency and defined to help firms and reduce marketing costs. Loyalty
is something that cannot be easily copied in competition so that it gives respond to move by
competitors (Dessart, Veloutsou and Morgan-Thomas, 2015). Another element is brand
awareness which is another parameter and increase more awareness that assists to brand into
consideration for consumer plans. With the help of perceived quality, product provides extra
edge with actual features. Hence, it is long run outcomes to develop more significant
advantages. Along with this, brand associations are extent that is label on brand name and
retrieve to contribute brand differentiation. At last, there are several other aspects included such
as patents, trademarks, channel relationship. For instance, Samsung perceived quality is to focus
on degree with specific products and services that assists to recognise within the goods. With
the help of qualitative material, effectiveness develop desired results (Elliott, Rosenbaum-Elliott
and Pervan, 2015).
In Optimum Impression Ltd, brand extension can be successfully developed with brand
extension which defines as using successful established brand name for one segment to enter
into another segment in same brand of market. Furthermore, brand reinforcing defines as an
activity that is associated with consumers who tried to deal with particular brand and become
repeat purchase to attract new users (Tatoglu, Sahadev and Demirbag, 2018). Furthermore,
brand reinforcement refers as the activity that is associated with getting more consumers who
tried for particular brand and become repeat purchase to attract new users. Moreover, brand
revitalisation is the marketing strategy which is adopted when product is reaches at maturity
stage and profit fallen drastically.
There are several ways to overcome brand crisis in which target audience must be
understand to assess their demand and requirements. This is because, it helps to reduce error
which occurs in a group with several customers needs and requirements. With the help of open
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ended customer reviews, organisation can manage their brand (Veloutsou and Guzman, 2017).
3. Conclusion
In order to determine importance of branding as marketing tool, existing market
competition must be review to assess many other competitors performances. It helps to the
business through provide solution for problem of Optimum Impression Ltd. This is because,
good brand deliver message that confirm brand's credibility at marketplace. Developing
strategic marketing plan successfully develop with defining and build successful results. When
quality material has been used in products and services, it helps to increase better business
performances in systematic manner (Du Preez and Bendixen, 2015).
Consequently, marketing also assists to increase business productivity and profitability
with increasing demand and effectiveness. Furthermore, branding also improves recognition
where major components such as logo also helps to deal with design and accomplish desired
impression in the business. Branding also maintain trust of several people to increase quality
and feel comfortable to build positive professional image. In front of customers, it increases
desired results of outcomes so that they are satisfying to perform several functions and
operations. Moreover, branding is known as consistently develop for increasing sales,
marketing, product, support, etc. There are many areas in which branding consider advertising,
customer service, promotional merchandise, etc.
TASK 2
1. Analysis organisation's brand portfolio strategy
In order to determines effective results in organisations portfolio, it can be stated that
brand portfolio strategy determining correct positioning that optimising design and manage
brand in effective manner. In order to develop and execute initiatives to deliver profit that is
difficult marketing. With respect to determine hierarchy of brands within Samsung Portfolio,
BCG matrix has been successfully followed. It considers following analysis in the business: Stars: In the business unit, products are successfully established as the best market share
and generate more cash that is considered stars. Because of high growth rate, stars
consume large amount of cash. In Samsung, it generally results in same amount of money
which is coming and going out. Stars eventually become cash cows when it sustains to
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get success for market growth in organisational portfolio (Zenker and Braun, 2017).
Furthermore, in the chosen organisation grow in future positioned as stars so that larger
market share can be attain to make stronger position in the business. Therefore, it
includes products which provide more profits such as mobile phone, tab, TV, etc. Cash Cows: Cash cows are the leaders in marketplace to generate more cash than it
consume. Business units and products of Samsung have high market share with low
growth prospects. Cash cows also provides cash which turn into question marks into
successful market leaders. In order to cover administrative costs, it is essential to focus on
fund research and development. Hence, it helps to maintain current level of productivity.
There are several products have low growth in Samsung home appliances such as TV,
refrigerator, washing machine etc. Very low investment in the company is required to
sustain leadership and profitability in the market. Dogs: Dogs refers as units and products that consider low market share and growth rate.
Frequent break even point place without earning nor consuming great deal in cash.
Hence, in Samsung dogs are generally considered cash traps because businesses have
money tied up to bring more return in organisational portfolio (Flint, Signori and Golicic,
2016). Investment strategy for products of the chosen business in which market share is
low, is require to increase to earn more profit in the enterprise. For instance, Samsung
smart watch product failed to achieve success.
 Question marks: Question marks are more important part in the business which provide
high growth prospects with low market share. It consumer several cash which bring little
in return. In Samsung, question marks also known as lose money. Hence, since business
units growing rapidly, it turns potentially into stars. It assists to the chosen business to
advise to invest question marks when product has potential growth. Samsung printers is
one of the product which placed in question mark quadrant of BCG.
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2. Illustration of the hierarchy management of brands within the organisation’s portfolio
When large business operates their functions under multiple and different brands,
services can be successfully developed which is used and encompasses in different entities. Each
of the brand has its own separate trademarks and deals in individual business entity. In the
Samsung, divisional structure has been followed in which hierarchy develop in three divisions
such as IT & Mobile communication, consumer electronics and device solution. In hierarchy of
Samsung business following organisation portfolio develop successfully.
House of brands: House of brand means range of separate brands names by a company.
In this strategy, there are different product lines represent with their own brand identity which
positioning framework of a house of brand strategy (Iglesias, Ind and Alfaro, 2017). For
instance, Samsung company carefully tailored their products and services with specific
emotional and functional needs of the target group. For instance, washing machine, refrigerator,
mobile phone, etc.
Branded house: Branded house strategy develop in B2B sector. In this regard, Samsung
consider products under the umbrella of a single. In this way, they focus on share same vision
and values to develop closer cooperation between company and various business units. It also
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Illustration 1: Marketing portfolio strategy for
Samsung
(Source: The BCG Growth- share Matrix, 2018)

open opportunities to strengthen customer loyalty. For instance, the chosen company deals in
Galaxy series (Dessart, Veloutsou and Morgan-Thomas, 2015).
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Illustration 2: Hierarchy of Samsung
(Source: Samsung Organizational Structure: Divisional according to Product Types, 2018)

3. Analysis strategies used for managing equity of the brand within the organisation’s portfolio
In order to manage brand equity in Samsung of the brand within the organisation
portfolio, it is essential to increase relative market share to generate cash. Increasing market
share implies that firm is moving forward into curve relatively to its competitors which develop
cost advantage. In the organisation, following is CBBE model has been maximising for brand
equity in organisations portfolio: First layer: In the first layer of CBBE pyramid, Samsung manage equity of their brand
with effective organisation portfolio. In this consideration, loyalty, attachment,
community and engagement elements included that assists to accomplish Samsung
mission to attract several customers in the business. Second layer: In second layer, there are different aspects in the business successfully
develop which includes quality, credibility, consideration and superiority of products.
This section consider performances of Samsung. In this layer one another section
consider imagery which develop warmth, fun, excitement security, social approval and
self-respect. Therefore, the chosen company's position has been successfully developed to
manage equity and brand (Nufer, Bühler and Jürgens, 2017). Third layer: In this layer, there are two different sections included in one section, primary
characteristic, product reliability, durability and service ability, service effectiveness,
price, etc. elements included by Samsung. In another section of this layer contain user
profit, purchase & usage situations, personality & values, etc. Hence, customers are more
likely to have affinity and loyalty to particular brand (Iglesias, Ind and Alfaro, 2017).
 Forth layer: It is last layer, in which category identify to satisfy customer needs. Hence,
Samsung has a tendency to give people fantasy over their products at professional level.
Furthermore, Samsung makes people with high loyalty on them with activating CSR.
Therefore, equity can be successfully manage to focus on desired level of results at
workplace (Samsung and Keller's Brand equity, 2017).
TASK 3
1. Strengths of the brand that can be leveraged
Brand leveraging can be defining as the strategy which is use to power of an existing
brand name to support with company's entry into new. Related product category also
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