Brand Management Report - Brand Management Strategies & Analysis

This report delves into the multifaceted realm of brand management, providing a comprehensive analysis of key concepts and practical applications. It commences with an introduction to brand management, emphasizing its significance in fostering a positive brand image and attracting a wider consumer base. Task 1 presents an article crafted for Optimum Impression Ltd., an advertising company, focusing on the power of branding. The report then proceeds to Task 2, which examines brand portfolio and hierarchy management, using Coca-Cola as a prime example. Task 3 explores brand strengths, weaknesses, and collaborative agreements. Finally, Task 4 assesses brand value, awareness, market share, consumer attitudes, and purchasing intent. The report concludes with a synthesis of the findings, underscoring the crucial role of branding as a marketing technique and its impact on customer loyalty and satisfaction. Throughout the report, various strategies and models are discussed, including Aaker's brand equity model and Keller's Customer-Based Brand Equity (CBBE) model, providing a well-rounded perspective on the subject.

Brand Management

Table of Contents
INTRODUCTION ..........................................................................................................................3
TASK 1............................................................................................................................................3
Article for Marketing brochure for Optimum Impression Ltd. ‘Brand is Power’......................3
TASK 2............................................................................................................................................5
Brand portfolio and hierarchy management....................................................................................5
Brand portfolio of Coca Cola......................................................................................................5
TASK 3............................................................................................................................................7
Strengths of the brand that can be leveraged..............................................................................8
Weaknesses that may need attention providing some possible suggestions...............................8
Collaborative and partnership agreements..................................................................................9
TASK 4............................................................................................................................................9
1. Brand value.............................................................................................................................9
2. Brand awareness....................................................................................................................10
3. Market share..........................................................................................................................10
4. Consumer attitudes................................................................................................................11
5. Purchasing intent...................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is a method for identifying methods in which a company can do
promotion of its brand and also set a positive brand image in minds of consumers. It is very
essential for such kind of business enterprise who are wanting to acquire a large share within a
market place and also attract more and more number of customers (What Does Brand
Management Mean, 2018). In this case, a company is building a healthy relation with their target
market so that it can help brand management as this will result in loyalty towards brand. In this
report Optimum Impression Ltd which is an advertising company is being used for task one.
This also involves procedure of cultivating, preserving and upholding a brand so that its name is
being aligned with a desired result. In this report, organisation which is being selected is Coca
Cola company, which is based mainly in United Kingdom.
Under this project report, different kinds of topics are being discussed such as brand
equity, brand, the stages which are needed to be followed to create a successful brand, duty of
department of marketing in order to create a brand equity, strategy in order to strength brand
equity, brand extension, reinforcing and importance of branding as a marketing technique. Brand
portfolio and its hierarchy, strategies that are being implemented by managers in portfolio,
critical evaluation of brand looking, and measuring as well as managing value of a brand,
awareness, market share etc., are also being mentioned under this assignment.
TASK 1
Article for Marketing brochure for Optimum Impression Ltd. ‘Brand is Power’
Article: Brand is Power
To: Board of Directors of ‘Optimum Impression Ltd’
From: Marketing manager
Date: January 9, 2019
Subject: Brand is Power
1. Introduction
Brand is a specific product which is produced by an organisation under a particular
name. This can be referred to as a symbol, design, name, feature and term that makes a product
different from other company’s product. This is also beneficial for a company for getting a
competitive advantage within a market place. Brand is being utilised in a business, marketing

activities and advertising in order to attract more and more customers. There are many business
organisations which takes a legal protection for their brand which is can be termed as a
trademark. It means that other organisations cannot replicate their brand identity or symbol.
According to Aaker’s brand equity model, brand equity refers to a set of loyalty, brand
awareness perceived quality and associations. It is brand's commercial value which is an
outcome of perception of a customer which is related to brand name of particular service or a
product. Moreover, it can also be termed as a market image that has been taken from popularity
of a brand between customers. This can be developed by Optimum Impression Ltd. for their
commodities by doing innovations in them, best quality and recognised easily. It is a kind of
element which is beneficial for this organisation so that they can determine their brand image at
a market place and also among competitors.
In case a company is desiring to create a wealthy brand that it is necessary to abide by
some steps. For example, in present case, Optimum Impression Ltd desires to create a wealthy
brand than they must follow some steps which are being mentioned below. Determining target audience: It is the initial step of this process in which Optimum
Impression Ltd is required to analyse target market in order to recognise brand. Under
this stage, markets of a company also need to identify methods of communication with
their audience. Define brand mission: Under this stage, an organisation is required to elaborate values
which are willing to inculcate along with base of their audience. Reason for existence of
an organisation is reflected by statement of mission and vision. It might assist in process
of building brand across various channels. Create value propositions: Company's marketer should always concentrate on methods
which make their brand incomparable and precious. This can be done by the help of
effective channels of communication with customers. Determine Brand guidelines: Brand guide lines refers to a set of rules and policies
according to an organisation communicate with their targeted audience. It is being
recommended to all companies to set a definite pattern for visualising factors as well as
company's structure.
 Marketing brand: At this last step, organisation is required to create a particular
strategy of marketing in order to distribute a brand. Companies must supply branding in

all elements of communication.
Department of marketing plays an important role during creation of brand equity, since this is
responsible for implementing proper strategies of promotional activities. In case marketing
division is not able to develop effective policies for brand, then it is not possible to achieve
brand equity. Best and effective strategies that grabs attention is helpful in setting a suitable
brand equity through developing good reputation in minds of customers.
2. Main Body
Optimum Impression Ltd is a firm that mainly provides services to its customers such as paid
promotions and many more in all UK. Different organisation such as coca Cola and many other
companies can take help of this company so that they can do promotion in all UK. Company
has utilised advancement of technology to provide best paid promotions.
Successful strategy for strengthening: There are various models which can be utilised in this
scenario that has been discussed below.
Brand Equity: This remains limited to major elements such as perception, emotion and
experiences which comes in view point of consumers about Optimum Impression Ltd. For this
they implemented marketing department applied CBBE model.
Keller's Customer-based brand equity model: It helps in making all the brands strong with
developing strategies that will help in improving image of an organisation. This has four levels
which has been described below.
1. Brand identifying: It is being treated as a major element as Optimum Impression Ltd
invest on their advertisement of themselves and their products in order to remain in
market for a long time period. For e.g. Coca Cola have done sponsorship for many
events that have built its brand within customers. This can be treated as their uniqueness
as well by which customer identify this brand.
2. Brand meaning: It has been divided into two parts which are performance and imagery.
 Brand performance: It decides the entire performance of brand and also help in
achieving greater heights.
 Brand imagery: Minds’ of consumer also plays an important role for Brand imagery.
3.Brand Response: When an audience buys their product, they expect towards business brand.
If they match customer's expectation, then they become and expect more from the brand.
 Level 4 – Brand Resonance: Keller’s Brand equity model gave this as the last level

because firms already developed good image of themselves where a company may
already have a good reach to its customers because it is enclosed with behaviour,
engagement of customers and many more. Therefore, it is required for Optimum
Impression Ltd to concentrate on their image which may help them in reaching to new
heights.
Illustration 1: Keller’s Customer-Based Brand Equity (CBBE)
model, 2018
Source:Keller’s Customer-Based Brand Equity (CBBE) model, 2018)
In case a company is desiring to make strong brand equity than it is important for an
organisation to utilise certain strategies which will be beneficial for setting an effective brand
equity. These strategies are being discussed below.
Consistency in brand image: Initially, marketing manager of a company should bring
consistency in brand image in order to make brand equity strong. Related to this purpose, a
company is required to give high quality commodities to customers so that they can become
loyal towards brand and this will also lead to a wealthy brand equity.
Competitive analysis: A brand can be considered as a strong brand when it has feasibility
to adapt according to dynamic market place. Marketing manager should monitor organisation in
order to be a strong brand. Organisations have selected niche market in order to create brand
equity.
Brand extension is referred to as a brand stretching which is a strategy for marketing, under
which an organisation utilises a strong brand name for product of different categories. This is
done for an objective of grabbing higher share within a market place. In this strategy, a product

is established by a company with the name of current brand in order to attract prospect
customers.
In order to achieve brand equity, brand equity Brand revitalisation and reinforcing is
done. Both these factors assure that customers are possessing knowledge structure which is
required in order to retain essential sources of brand equity. This method can be selected by an
organisation so that they can reach a stage of maturity in product life cycle. Both factors are
taken into consideration with balancing brand equity.
In case an organisation is having crisis of brand that reason is acknowledgement of poor
customer services. Brand crisis can be resolved by interacting with customers and ensuring that
problems are being resolved. Moreover, companies should develop plans to ensure that it is not
repeated again.
3. Conclusion
Branding is essential for all the organisations since, it is a marketing technique that
will be helpful in order to do interaction with customers. Moreover, it also assists in making
suitable and effective so that they can grab customers' attention as it considered as a marketing
tool. This is also beneficial in increasing customers who are loyal towards brand and giving
them satisfaction by providing good quality of products and services. In case an organisation, is
not branding their brands they are not able to attract customers for their organisation.
TASK 2
Brand portfolio and hierarchy management
1. Brand portfolio of Coca Cola
Brand portfolio strategy:
Brand portfolio refers to a tool that is considered as an umbrella for organisation that
maintains whole brand with its product lines that will be helpful in providing services in various
targeted segments. It is taken into consideration by marketers of a company while developing
brand strategy. It is also helpful in taking effective decisions such as introducing a brand within a
market place. This also helps to rank a brand at a minimum cost or price. Brand portfolio of Coca
Cola is being mentioned below.

Company is utilising a good brand portfolio strategy in order to attract more and more
customers. This is also beneficial in increasing customers who are loyal towards brand. Since,
Coca cola is providing beverages to various kinds of customers, it helps in targeting different
segments within a market place. Organisation is taking into consideration choices as well as
preferences of customers and give them drinks which they wanted to purchase. This
organisational strategy assists in setting a positive image of drink within a market place because,
it takes into consideration requirements of every customer (Kapferer, 2012).
2. Illustration of the hierarchy management of brands:
As identified from brand portfolio of Coca Cola, that this organisation has followed a
specific hierarchy in its portfolio. It is providing various kinds of beverages to customers who
belongs to a separate market segmentation. Beverages includes juices, water, tea or coffee, soft
drinks and many more kinds of drinks (Heding, Knudtzen and Bjerre, 2015). But, firm is not
giving any item which is alcoholic which can be taken as an advantage for various customers
who are willing to purchase drinks which are non-alcoholic in order to protect their children
from alcohol. In section of soft drinks, Coca Cola is providing diet carbonated drinks, frozen
beverages and carbonated drinks which are available for various kinds of customers who are
conscious about their health.
Company is also providing juices which includes various kinds of fruit juices as well as
smoothies which attract children and their parents who are conscious about health of them and
their children. In segment of teas and coffee, Coca cola is giving coffee drink, fruit drink and
fruit tea which is especially for youngsters belonging to various regions and who are desiring to
have varieties in beverages which they can consume on daily basis. It is providing two kinds of
customers which are enhanced and mineral water that are usually purchased by customers who
are conscious about their fitness. Company also offers three more drinks which are energy, sport
and mixer drinks which might influence attention of customers who belongs to various age
groups since mixers and energy drinks are in-taken by many customers recently. In case a
company is desiring to make strong brand equity than it is important for an organisation to utilise
certain strategies which will be beneficial for setting an effective brand equity. Many sports
persons are being attracted towards sports drinks of Coca Cola (Rosenbaum-Elliott, Percy, and
Pervan, 2015).

Brand portfolio is balanced by an organisation as it has determined by same that company
has been targeting segments of all kinds within a market place. This helps in expanding business
across the globe. Effective and high quality management can result in success for all
organisations. In case an organisation or its marketers are unable to carry out portfolio
effectively, then it might decrease brand loyalty as well as customer’s equity. This also has
impact on the image of entire company. On the other hand, in case it is properly managed than
this might result in attracting more and more customers, increasing brand loyalty, equity and
good reputation within a market.
Different models of brand portfolio:
Branded house:
Branded house strategy can be defined as a strategy where firm itself known as a brand.
Therefore, building such kind of brand helps in making business more visible, recognisable and
memorable at competitive marketplace. In context with Coca Cola, this company is considered
as a famous brand that runs by it business name. Therefore, only name is enough to promote
business among customers and attract them towards its products as well. It offers various
benefits to organisation under single branded entity. It includes developing efficiencies,
evolution (creation of strong brand) and more.
House of brand:
This strategy of brand approach seems to be completely different from branded house. As
comparison, house of brand is adopted to maintain numerous brand which are independent from
each other simultaneously. For example: TESCO that offers a wide range of branded products
both in domestic and international marketplace. Therefore, its managers adopt house of brand
approach to manage all brands more appropriately.
Hybrid brand portfolio approach:
It is mixture of two or more than two brand architectures like free-standing, endorser,
master-brand and more. It is mostly used when an organisation wants to change brand
architectures through merger or acquisition process. Therefore, this approach helps in preserving
older names and designs to keep satisfaction of customers. For example: Microsoft Company
adopt hybrid approach as it builds multiple brand architectures like- Microsoft Health, Microsoft
Internet Explorer and more.

3. Strategies that are used by Coca Cola to manage equity
Managing brand equity is essential for an organisation in order to increase customers
loyalty towards brand. Here, Coca Cola is also implementing some strategies, in order to
maintain equity in their organisational portfolio. Under this Professor David Aaker model can be
implemented which has been discussed below.
Brand as product: Attributes, Quality scope and products' value is being involved in this
part. Coca Cola company which is beverages and drinks brand, must evaluate and determine
products current features and take advantage of it so can it can give them profits (Solomon, and
et. al., 2014).
Brand as organisation: It is treated as another factor of Aaker Brand Equity model,
where Coca Cola propert, local working and their international actions is being included. Since
this may add Coca Cola in increasing brand value in a proper manner at domestic as well as
international market.
Brand as person: Coca Cola's two elements which are consumers brand with personality
and relationships are included in this. Here, in this it has been analysed that Coca Cola's manager
has duty of creating a good relation with customers by providing various quality of products in
affordable prices. (Annie Jin, 2012).
Brand as symbol: In this part of model, various things such as audio, visual and
metaphorical heritage remains enclosed that helps Coca Cola in becoming a well kn-owned
brand in recent competitive environment.
TASK 3
Brand leveraging defines a strategy which is beneficial in launching a new organisation
properly. Under this strategy, company make use of positive impact of current brand image so
they can introduce their new company. Besides, this strategy also makes sure that the new
product interlinks with their current products of parental company. Since, this will also be
beneficial for consumers for connecting to current product of parental organisation. Further, it
can be analysed that using this strategy will be helpful for the organisation since consumers can
trust them easily according to their current brand name. For instance, Coca Cola being a
manufacturer of soft drinks, also provide its best soft drink with its company name which is Coca
Cola. Organisation has also launched many new drinks with different brand name which is
Sprite. Manufacturing this new drink with different brand name is termed as a brand leverage.

Though this product seems to different from current product but it is manufactured by same
company (Santos-Vijande and et. al., 2013). This launching has their own positive and negative
outcomes which are being discussed below.
1. Strengths of the brand that can be leveraged
Sprite drink is selected from its parent organisation that is Coca cola. It is a famous and
popular company which produces carbonated soft drinks. This organisation is also providing its
drinks at an international level. It is being analysed that Coca Cola company has a strong
consumer base which can be taken as its strengths. This also helps organisation in gaining a
competitive advantage with its rivals who belongs to same segment industry. According to the
instance, which is being mentioned above, it is been identified that main benefit of Sprite, is that
it has huge financial backup from Coca Cola company. In case, if company faces any issue
related to finance than Coca Cola company can give support to them. This can be taken into
consideration as the major strength for leveraged organisations. Moreover, this also increases
chances for taking risks because they are popular between consumers. In case, Sprite will be
planning to enter into an international scale then Coca Cola's popularity will support it. This will
also lead to gaining trust of customers in new market place also (Balmer, 2012).
2. Weaknesses that may need attention providing some possible suggestions
Brand leverage is also having some weaknesses that are common, which negatively
affects new organisation's growth. Here, in context with Coca Cola company, Sprite is leveraged
brand which provides colourless soft drink to their customers. Therefore, this can be said
connecting with Coca Cola company is a positive point but same time it also has a weak factor.
Due to negative brand image of Coca Cola company because of rumours, has also affected
perception of some customers. This can also lead to negative image of Brand of Sprite as well,
because consumers analysed that this brand is connected with Coca Cola company. Then they
will not consume their product as they have negative image of Sprite as well. To resolve this
issue, it is being recommended that organisation must invest a lot of amount of money in
marketing and advertising activity. Due to this medium, Sprite can make aware their customers
that they are offering high quality drinks to their consumers which won't affect their health
(Brooks and Anumudu, 2016).

3. Collaborative and partnership agreements
It is essential for all the companies to bind themselves with an agreement with leveraged
company so that they can neglect some type of misunderstanding which can arise in future. This
also involves various kinds of mutual commitments such working in coordination in future,
sharing roles and responsibilities, financial contract and many more factors. Besides this,
collaboration between leveraged company will not only make them capable to achieve success
within a market place. But, this will also help in defeating their rivals, so that they can have a
competitive advantage and also increase their profitability ratio. Moreover, with this it also
assists in attaining targeted objectives and goals related to leveraged company as they can
collaborate with each other. In the present scenario, Coca Cola considered brand extension as a
tool to compete with its rivals. This helped them to gain a competitive advantage and increase
sales and productivity of the organisation.
According to above, analysed brand leverage, its strengths and weakness, it is essential
for the company to adapt strategies of brand leveraging so that they can attain their settled goals
as well as objectives. Moreover, with this organisation are required to implement this strategy in
order to benefit purpose only. Henceforth, an organisation must monitor its services as well as
their products within a market place. This is also beneficial in determining actual threat that can
become an organisation's major problem (Gundala and Khawaja, 2014).
TASK 4
1. Brand value
Brand value refers to future value or present net value of cash flows which are owed to
brand personality or brand name. Brand is intangible asset of business which helps to
differentiate between market value and book value of company. Coca-Cola have their presence
in almost every shop and in many countries. Apart from that company has to focus on their goals
and keep on improving brand value by usage of different methods like Gross Profit
Differentiation. It helps organisation to find out money or calculate amount which is left after
reducing manufacturing cost from total revenue. As per Interbrand, it was rated as most valuable
brand in 2017 and its brand value was near about 69.73 billion U.S. Dollars. They even started
with Diet coke, caffeine-free Coca-Cola, diet coke caffeine-free, Coca-Cola zero sugar and many