Brand Management Report: Brand Equity and Portfolio Strategies

This report delves into the multifaceted world of brand management, commencing with an introduction to the core concepts and significance of branding. Task 1 centers on the creation of a marketing brochure for Optimum Impression Ltd, analyzing Unilever's brand equity, brand building stages, and the role of marketing. Tasks 2, 3, and 4 shift focus to P&G and its Oral-B brand, examining the brand portfolio strategy, hierarchy management, strategies for managing brand equity, leveraging brand strengths, addressing weaknesses, and exploring collaborative partnerships. The report concludes with an evaluation of various techniques used for managing and measuring brand value, providing a comprehensive overview of brand management principles and their practical application in real-world scenarios.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................4
TASK 2............................................................................................................................................6
1. Analysis of the organisation's brand portfolio strategy...........................................................6
2. Illustration of the hierarchy management of brands within organisation portfolio................7
3. Analysis of the strategies used for managing the equity of the brands within the
organisational portfolio ..............................................................................................................8
TASK 3............................................................................................................................................9
1. Strengths of the brand that can be leveraged..........................................................................9
2. Weaknesses that may need attention and providence of possible suggestions.....................10
3. Collaborative and partnership agreements............................................................................11
TASK 4..........................................................................................................................................11
Providing an evaluation of various techniques used for managing and measuring:.................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15
.......................................................................................................................................................16

INTRODUCTION
Brand management is the technique of marketing which has main aim about increment in
the perceived value of the product line of any brand over the period of time. The main aim of all
the organisation is to manage their brand properly which enables them to build loyal customer
base (Brand Management - Meaning and Important Concepts. 2017). This will further results
into the creation of high goodwill of an organisation in market which enables them to sustain in
market for longer period of time. One of the important way to build and manage brand is about
making good relationship with target market. Relation with the target market build trust among
the consumers that organisation is aware about their preferences and maximum efforts are taken
to accomplish the same. The main objective of this report is about building brand for attainment
of sustainable success in future.
This report consists Four different tasks. For Task 1, new marketing brochure is going to
write up by the marketing manager of Optimum Impression Ltd with the headline 'Brand is
power'. The recent case study analysed in completion of this brochure is based upon Unilever.
The aspects which are covered includes brand, brand equity, stages of building successful brand
and role of marketing in building successful brand. For further completion of other Tasks 2,3 and
4 organisation considered is P&G and its one of the brand named as Oral B. The points which
are covered in these tasks includes organisation brand portfolio strategy, strategies used to
manage the equity of brands, strengths of the brand that can be leverages, collaborative and
partnership agreements and usage of the techniques for measuring and managing brand value.
TASK 1
Brand is Power
Introduction
A brand is called as a name, design, symbol mark, logo, word or sentence which are used by
the organisation for the purpose of distinguish their products from other brands or organisations.
The main aim of the organisation is about creation of combination of one or more elements
which are further utilized to create unique brand identity. It is must for all the organisation to
protect their brand name they will take trademark from government. Further, the brand name is
used by the organisation for marketing and advertising purpose too. This will enables the
organisation to create their unique identity in between the consumers to grab their trust towards

their products to attain competitive advantage in market.
Brand equity is phrase which is used in the marketing industry for the purpose of describing
the value of having well known brand name. All the organisations have the main focus about
the creation of brand equity as this will will help them to be memorable and easily recognisable
which results in enhancing earning and profit (Ashworth and Kavaratzis, 2010).
Building an effective brand is a process which contains different steps. The steps which are
needed to be followed in accordance with CBBE model for building successful brand are
defined below:
Step 1: Brand Identity: This is the first step which is about creation of brand salience and
awareness. The main aim of this step is that brand stands out and become recognisable by
everyone.
Step 2: Brand Meaning: The main aim of this step is to communicate the actual meaning of
your brand. The will help to build image and shows the performance.
Step 3: Brand Response: This will includes about the responses of the customers towards the
brand. This will categorise into two categories judgement and feelings.
Step 4: Brand Resonance: This will includes the deep bond of your customers with your
brand.
There is huge role of marketing department in creating brand equity. This can be
understood from the points which are defined below:
1. Creating awareness: The main aim of the marketing department of the all organisation is to
advertise the product line and name of the organisation in such a way that is easily recognisable
by all in target market. This will further help to add the value in the brand name which results in
building its equity in market.
2. Engaging Customers: Important task which includes identification of the preferences and
taste of customers and made changes in their product lines. This will help to create bond and
trust which further aid in improving brand equity.
Main Body
Unilever is multinational organisation and having their operations world wide. The brand
equity of Unilever and its product is high. The different product lines operating under this
brand name is easily recognisable by the consumers. The approach which is used by Unilever to
build brand equity includes providence of quality products and never compromise with their

production process as to ensure high environment safety.
Brand extension is the strategy which includes the usage of the same brand name in different
product categories. It is effective marketing strategy as help to take the advantage of already
established brand name. This is known as Spin off and further this will help the organisation in
leveraging brand equity. The same is perfectly used by Unilever to market their products. There
are different categories of product line of this organisation ex., Shampoo and Soap which
available in market under the brand name of Dove which is Unilever product.
Brand reinforcement is the strategy which is used by the organisation to maintain their brand
equity in front of both existing and new customer's. This strategy is used by the Unilever too for
the purpose retaining their old customers whom are re[eat purchasers. The main advantage
which is associated with this is about that this will help Unilever to attract the new users also.
The strategy which is used in this respect of the organisation is about providence of the same
benefits to the new customers too as availed by existing one.
Brand revitalization is one of the marketing strategy which is used by the organisation in the
situation when product reaches to maturity stage of product life cycle and the profits are falling
down. The same is happen in the case of Unilever in case of their ice creams. Further tries by
the management of organisation to re capture the market by the usage of the technique like
Revamp of social media. This will help in improvement of sales and profit of product and help
to add new customers.
Conclusion
Branding is work as marketing tool. Brand name is used by the organisation to leverage in in
other product categories too. The benefit which is associated with this step is that the new
product is easily recognisable by the consumer in market under that popular brand name. The
different aspects of marketing that can be done with help of using effective brand name is
understood from the points defined below:
1. Create awareness: Popular brand name is used by the organisation to leverage and its
application on launch of new product line so, the product gets the same kind of treatment and
base as their existing product lines have in market. For ex., Unilever's Shampoo, Soap, ice
cream etc.
2. Customer engagement and retention: Good brand equity always associated with the
benefit that force the customer to stick with product of their brands as they have trust over the

quality of products. So, this will used as marketing to attract the new customers also as a tactic
which persuade their buying behaviour.
TASK 2
1. Analysis of the organisation's brand portfolio strategy
Brand portfolio: It is an Umbrella under which all the brands and brand lines of an
organisation comes to serve or fulfil the different requirement of various market segments. In
other or simpler words, it is known as the providence of the different products by the
organisation under same brand name to satisfy the different need of customers belong from the
diversified categories (Brodie and et. al., 2013).
It is important to have portfolio because all brands have some limits and not able to cater
the need of different categories of people belongs from various market segments. The importance
that can be associated with this aspect is about that it allows an organisation to bring changes in
all the brands as a whole and build the policies for broader perspective.
There are two types of models which help to understand clear about brand portfolio
names as House of Brands and Branded House.
House of Brands: This is the model which includes such organisations which markets
separate range of brand names. According to this model, an organisation have different and
separate brands which are recognisable in market by their own name instead of the organisation.
For ex., P&G and Unilever's. Both these organisations have their different product range and
known by their own name.
Branded House: This is known as the organisation itself considered as the brand and its
all products and services are recognisable from that name only. For ex., Samsung and Apple. All
the products which are available in market of these organisations known and recognisable by the
consumers from the organisation's name instead of product or brand (Buil,De Chernatony, and
Martínez, 2013).
Brand portfolio strategy of P&G
The strategy which is use by this organisation is known as house of brands. The different
kid of products or brands which are sold by the organisation P&G includes Ambi Pur, Bounty,
Dawn, Gillette, Olay, Oral-B, Pantene etc. These all brand are recognisable is market by their

own name and not famous due to the product range of P&G. This will provides strength to the
organisation in many ways like provides freedom and flexibility in respect of the different
offerings as to easily market each brand in market. Also, provides the benefit to easily reach
towards the target audiences and simultaneously broaden their demographic reach (Christiaans,
2012).
Some of the changes are made by the management of the organisation in their portfolio
which includes focusing on its top brands. In 2014, announced by the P&G that going to focus
on 60 to 70 most important brands. There are many other 100 brands from which P&C cuts down
their support and shift the resources to the brands upon which they decide to focus. In 2016
annual report of P&G ascertained that Streamlining of portfolio becomes the main objective of
the organisation (Brand portfolio strategy of P&G. 2019). It clears out the strategy about
focusing on big brands which are associated with high amount of margin. Also, they get the
relive from the expensive and complex management of the small brands too.
2. Illustration of the hierarchy management of brands within organisation portfolio
Brand hierarchy management is the process which help in determination of the strategy
of the organisation by identification of the common and distinctive brand elements. Individual
hierarchy management is used by the P&G where different segments goods are divided on the
basis of their common and differential characteristics (Dempsey and Gruver, 2012). This shows
the approach of the organisation to focus on the segments separately irrespective of that they
belongs from one organisation. From the below stated image, clearly understandable the concept
about the hierarchy management of P&G brands.
(Illustration 1: P&G brand hierarchy)
(Source: P&G company, 2019)

It is clearly depicted from the above image that P&G have different brands which are
divided into the groups on the basis of their common features and characteristics. For ex., in
Dental the brands are Oral-B, Crest, Scope, Flxodent etc. Also, in consumer goods are Tide,
Ivory etc.
3. Analysis of the strategies used for managing the equity of the brands within the organisational
portfolio
Management of the equity is the important aspect and important in nature because this
help the organisation to retain their consumers for longer period of time. This will further results
in attainment of the competitive advantage in market. P&G is multinational organisation and
have lots of brands operating under different segments. The management of the organisation
focus on the some of big brands and use the model of Aaker brand equity model for their
successful management (Hollebeek, 2011). Different steps of model and their contribution in the
management of brand equity is defined below:
Aaker brand equity model
This is the important model which categorise brand equity in five different categories of
brand assets and liabilities. All these aspects have contribution in the process of addition and
subtraction of the value provided by product or service to the organisation or its consumers. The
same is used by the management of P&G. They know that building equity allows them to
demand premium which results into increment in profit margin. The different categories of brand
assets are defined below:
Brand Loyalty: This is considered as the currency of the organisation and provides an
opportunity to reduce their marketing costs. Every organisation have an idea about the aspect the
loyalty is the aspect which is not copied by the competitors overnight so, this will help to be in
market for longer period of time. The strategy which is used by the brands of P&G to maintain
the loyalty is about focus on quality and deliverance of as per the recent trends which are
updated in all terms like features, design and properties (Hwang and Kandampully, 2012).
Brand awareness: This is the point which help to build equity. This is known as first
stage where emphasis is provide on advertise of the brand. The strategy which is used by brands
of P&G to spread awareness of their brands includes advertisement through digital platforms and
use of social media.

Perceived quality: This is about having good perception in respect of the product
provides an extra edge to the product irrespective of their features. The strategy which is used by
the brands of P&G in respect of creation of good perception of consumers towards their product
is about providence of the 1% of its profit in the development of various social attributes.
Brand associations: The aspects which are included under this is about the ability of the
brand name to retrieve associations from the consumers brain. This will also includes about the
capability of the brand in different of product from other. The strategy which is used by the
brands of P&G is this respect is usage of extensive advertisement of the features and usage of
unique design which is separate and different from any other brand (Jiang and Iles, 2011).
TASK 3
1. Strengths of the brand that can be leveraged
P&G is an organisation which have different brands. The one which is chosen to grab the
knowledge about its strength that can be leveraged is named as Oral-B.
Oral-B
It is the brand which provides different products related to oral hygiene. The different
kind of products which are provided under this brand name includes toothpastes, toothbrushes,
mouthwashes etc.
Brand leveraging
It is the concept which includes the usage of the power of an existing brand name
regarding support of company or brand's entry into new but related product category. This can be
done by the brand by communication of the important and valuable information related to the
product. The strengths of Oral-B that can be leveraged includes regular innovation in the
products which has low involvement in innovative range like toothbrushes. This brand always
focused on deliverance of new features which are distinctive in nature and provide some extra
value to their customers. They always focus on solution of the problems which are associated
with toothbrushes. This brand has major focus on awareness of their product through the usage
of rigorous advertising (Som and Blanckaert, 2015).
2. Weaknesses that may need attention and providence of possible suggestions
Oral-B is big brand of P&G instead of that there are many weaknesses which are
associated with this brand. These weaknesses includes that this brand does not have same

position in India s they have Globally. The products which are comes under this brand name
have high price war with competitors. The another aspect which turns into the weakness of this
brand is about continuous innovation by other organisation which have negative impact over the
sales of the product of Oral-B. This brand does not get high value in India in respect of their
innovation in toothbrushes as they get in global market (Wallace, Buil and de Chernatony,
2014).
These are some of the weaknesses which are associated with this brand have negative
impact over their sales and profit. It is the duty of the management of the brand to consider these
weaknesses and focus on providence of alternative solutions which help to overcome from the
existing issues.
The suggestions which are needed to follow by the Brand for its sustainability includes:
 To grab the Indian market they have to focus on price of their products. They needed to
bifurcate the segment of the different basis like age, income and area. As this will help to
fix adequate price which is affordable for of their consumers prevail under their different
segment.
 The brand has to focus on doing innovation at regular intervals on the basis of the
analysis of the market trends and preferences of consumer. This will help to sustain
position in market.
3. Collaborative and partnership agreements
This the aspect which is about usage of the resources of other organisation or brand for
accomplishment of common goal. Collaboration and partnership both are different in nature.
Partnership Agreements
Partnership agreements are those in which contractual relationship is established between
two or more parties and they have joint responsibilities and rights. Here, this will be used by the
Oral-B to ascertain effective presence in India by making partnership with other organisation or
brand having good operations in India. This will provides an opportunity to brand like Oral-B to
use their customer base for their own success (Zaglia, 2013).
Collaborative Agreements
This will includes the cooperation which given by the parties to each other for
accomplishment of goal. The parties are not contractually bound. This will be used by Oral-B to

get effective success in Indian market by getting help through local organisation or brand. This
will help to remove weaknesses.
TASK 4
Providing an evaluation of various techniques used for managing and measuring:
BRAND VALUE
Brand value is the equity of a company’s brand which makes recognisable and superior in
quality in the eyes of its consumer. It is important for an organisation to manage and their
measure their brand value. In the case of Unilever Plc., this company uses the technique of
financial metric by which it measures their brand value (Kavaratzis, Warnaby and Ashworth,
2014). Unilever uses this technique by calculating their average transaction value and customer
lifetime value by which they can ascertain how likely a consumer is willing to stay with the
company; higher the willing, higher the brand value.
Along with measuring the value of a brand, it is also important to manage the brand
value. There are various techniques by which value of a brand can be managed and even
maximised. P&G is a global consumer goods company which uses the technique of “Legal and
ethical decision making” by which they make decisions which are not only beneficial for the
company but are also advantageous for society as well such as their high CSR activities. This
technique helps in building a positive image in the minds of consumer and maintain the brand
value of an organisation.
As an investigator, it is suggested that both the above companies should involve society
welfare activities to enhance their brand value.
BRAND AWARENESS
This concept is related with familiarity of brand name, logo, tagline, product or services
which attracts consumers. Brand awareness is important for an organisation so that consumer
should choose their brand in the crowd for ample products (Li and Kambele, 2012). There are
various techniques by which an organisation can manage and maintain their brand awareness,
some of them are discussed below:
Survey and focus groups is observed to be the most effective technique by which brand
awareness can be measured. P&G is a large scale organisation which deals in multiple goods and
in order to measure their brand awareness they use survey method in which they ask multiple

questions for their consumer and from their prospect consumer by which they determine whether
or not population is aware about their brand effectively.
Brand awareness can also be managed so that companies can continuously enhance their
profits. Unilever is a consumer goods company which uses multimedia mode of advertising to
manage their brand awareness. This company advertise their products on social media,
Television and on other multimedia platforms to manage their brand awareness’ and recognition.
From the viewpoint of an investigator, it is recommended that both of the above
companies should advertise their products using diverse modes so that population can be aware
about their brand.
MARKET SHARE
Market share is a particular portion of population is hold by an organisation. This concept
helps a company to ascertain their stand or their position in market. It is essential for a business
to determine their market share and maintain it so that its productivity can be enhanced. There
are various tools by which market share can be calculated, in case of Unilever Plc they use
market metric technique. This technique assists an organisation to divide their total sales from
total sales of market from which their share is determined.
Along with measurement of market share, it is also important to manage the market share
so that non expected losses can be prevented. P&G company uses the technique of product
innovation in order to maintain their market share. In product innovation, new innovation goods
are produced or a new innovation is bought in old product by which customer tend to be engaged
with the company (Morgan, Pritchard and Pride, 2011).
As a researcher, it is said that company’s should use service innovation as well along
with product innovation to retain their market share.
CONSUMER ATTITUDES
Consumer attitudes are the beliefs, thoughts and behaviours of consumer against a
specific product or service. It is highly important for an organisation to analyse the consumer
attitudes in order to ascertain choices and preferences of their consumers. Unilever uses the
technique of paired comparison so that they can ascertain what will be the future demand for
their products. In this technique, a particular stimulus is selected by which attitude of their
consumer can be ascertained.

Not only measurement of consumer attitude, but managing it is also an essential task. In
the case of this P&G, this company follows the technique of rating technique by which they
allow consumer to rate their product by their attitude can be ascertained and further managed.
As an investigator, it is suggested that companies must use above mentioned techniques
in order to retain their consumers and develop in competitive world.
PURCHASING INTENT
Purchase intend is a concept of analysing the probability that whether a consumer will
buy a product or not. It is highly essential for companies like P&G to determine purchase intent
for their existing and prospect consumers. There are various techniques by which purchase
intend can be ascertained. P&G uses the technique of tracking consumer actions. In this,
management of the company tracks the actions of their consumers by which they ascertain their
needs and desire. These actions involve their shopping patterns. By which they can determine
what is the need of their consumer and whether or not they are going to purchase their product.
Another example is based on Unilever which follows the technique of enhancing quality
by which purchase intend is managed. Using this technique, Unilever ensures that their consumer
should purchase the goods.
From the above content, it recommended to both the example companies that they should
ensure to have positive purchase intend from their consumers so that their productivity and
profitability can be enhanced.
CONCLUSION
It has been concluded from the above report that branding is important aspect which is
necessary to focus on by the organisation for attainment of long term success. Branding is also
used by the organisations as marketing tool which help to improve awareness of consumer and
build long term relation. Individual hierarchy brand management strategy is used by P&G. This
will provides an opportunity to the organisation to bifurcate their brands on the basis of their
different features and characteristics. Brand leverage is important concept which allows the
organisation to use their existing powerful name to expand their business and earn higher amount
of profits. It is the important for an organisation measure and manage their brand value. This will
help to build brand equity.

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