This report delves into the multifaceted world of brand management, exploring key concepts, strategies, and real-world applications. It begins by examining the significance of branding, defining brand equity, and outlining methods for building and maintaining a strong brand image, using "Optimum Impression Ltd." as a case study. The report then transitions to an analysis of brand portfolio strategies, specifically focusing on Sony, discussing its diverse product portfolio and brand hierarchy management. It contrasts different brand hierarchy models (branded house, house of brands, and hybrid models) and explores strategies for managing brand equity within an organization. The report also highlights the strengths of a brand that can be leveraged, weaknesses that need attention, and the importance of collaborative partnerships. Furthermore, it discusses methods for measuring and managing brand value, including brand awareness, market share, and consumer attitudes, providing a comprehensive overview of brand management principles and practices.
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