Comprehensive Brand Management Report: Strategies and Analysis

This report provides a comprehensive analysis of brand management strategies, focusing on Optimum Impression Ltd and Arcadia Group. Task 1 explores the importance of branding, brand equity, and the steps involved in building a strong brand, including target audience identification, brand mission definition, competitor research, value proposition creation, and brand guideline development. The report further examines brand management tools and their evolution within business practices, highlighting the application of strategies like brand awareness and brand revitalization. Task 2 delves into portfolio management, brand hierarchy, and brand equity management, with a critical analysis of strategies and frameworks. The report also evaluates brand management in domestic and global contexts, addressing brand extension and leverage, and measuring brand value. The conclusion summarizes the key findings and emphasizes the significance of effective branding for organizational success. Finally, it outlines the benefits and limitations of branding.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction..................................................................................................................................1
Main body....................................................................................................................................2
Conclusion...................................................................................................................................5
TASK 2............................................................................................................................................6
P3) Different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................6
M3) Critically analyse portfolio management, brand hierarchy and brand equity management
by using theories, models and frameworks..................................................................................7
TASK 3............................................................................................................................................7
P4 Evaluating brand management collaboratively and in partnership both in domestic and
global level...................................................................................................................................8
TASK 4............................................................................................................................................2
P5................................................................................................................................................2
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Brand management is continuous procedure which comprises consistency maintenance
around the brand addition to delivering values that are hold by entity for the purpose of forging
positive associations among with audiences of company. It is a marketing function within which
various techniques are applied for enhancing perceived values of commodities over time. With
the help of it, managers builds devoted customers and takes organisational discipline, self
reflection together with focus for creating a brand which is most preferred by customers over
rivals (Abrahams, 2016). The present assessment is prepared by considering two entities that are
Optimum Impression Ltd and Arcadia Group. As per scenario, first task is related to Optimum
Impression Ltd that has its registered head-office in West Yorkshire, UK. The remaining tasks
are concerned with Arcadia Group that is retailing business having headquarters in city of
London, UK. The report includes information about building as well as managing brand over
time. Further, it covers brand portfolio along with hierarchy management, brand extension and
leverage, measuring and managing value of brand.
TASK 1
Article title: Brand is Power
To: Top management of ‘Optimum Impression Ltd’
From: Marketing department
Date: February 29, 2019
Subject: Brand is Power
Introduction
Brand is define as a name, symbol, term or other feature which helps audiences to
identify products of one seller as different from that of other sellers (Annie Jin, 2012). It is said
to the identifying symbol, sentence, slogan, mark or logo which is used by businesses for
differentiating own products from the rival companies. Brand equity is defined as additional
value that is received by a commodity through high brand awareness level along with well
known brand reputation. The awareness, loyalty and perception of market audiences towards
the company is brand equity. Successful brand building procedure plays essential role in
establishing strong connection with customers and creating loyalty to make company
prosperous. In case when a business has desire to build wealthy brand then it is mandatory to
1

abide some necessary steps for purpose to build a strong brand. For instance, in existing
scenario, Optimum Impression Ltd has huge desire to build wealthy brand and for this they
follows the necessary steps to build successful brand that includes various stages. In first
stage, the respective entity should indulge towards determining target audience by identifying
suitable market and their needs. The next phase is defining brand mission wherein business
managers create mission statement and then embrace it to wide channels (Beverland, 2018).
Along with this, the next work is to research competition in which potential competitors
workings are identified and then decisions are taken to make products that will differentiate
from others. The next stages calls for creating value proposition that will assist in identifying
uniqueness, benefits, values that are related with the offerings and helps in setting business
apart from market. Further, managers works to determine brand guidelines that will describe
tonality and specific regulations about the ways to make brand successful. With this, Optimum
Impression Ltd will maintain consistency across all the channels addition to make it more
recognizable. Lastly, managers are required to market the brand through preparing definite
promotional strategy for the purpose of brand marketing (Chernev, 2018). With application of
branding in all communication, websites to collateral promotions, packaging to stationary, the
brand is to be displaces at various possible places. Marketing departing of Optimum Impression
Ltd plays various crucial roles for create brand equity. For example, implementing suitable
strategy to promote the brand is important role of marketing department in creating brand
equity. Along with this, such department assess entire market places to determine customers
choices and manufacturing the same that are considered unique. In addition, they also plays role
to determine demand gap as well as help business to manufacture are offer those products that
have potentials to fulfil the gap and with this, brand equity is created by firms.
Main body
Optimum Impression Ltd is a leading advertising organisation that offers effective
solutions to other businesses or customers in form of services including paid promotions and
mo on. Brand management involves facets such as visual presentation, customer satisfaction,
competition, packaging and many more. It is considered as critical business practice which is
performed by organisations who wants to stay relevant for long time in today's powerful
customers mind (Chinomona, 2016). In modern era, it is highly important for companies to
indulge towards effective, suitable and appropriate strategies that results in strengthening brand
2

equity of it in the market. Brand addition to brand management are considered as important
marketing tool as it helps in gaining recognition of the brand, increases business values,
generates new customers and improves pride along with satisfaction among employees. More
over, branding is a marketing tool that is important because it is crucial in marketing process of
particular commodity (Dinnie, 2015). In today's scenario, all products that exists in market have
several rivals that gives fierce competition to the company (Branding importance as marketing
tool, 2020). So, branding plays important role in attaining a competitive edge, dominating rivals
and establishing a leading position through marketing commodities. Branding has emerged in
business practice through research and study. Target market identification is core of branding
and to gain success in business practice, it is important to identify target market business have
to evolve the branding concept and use it as important practice. The other ways in which
branding has evolved with business practice includes logo lifecycle, change planning, changes
in strategy and so on.
One of spectacular example of recent case that has successfully implemented successful
strategy to strengthen brand equity and many more aspects is Coca Cola. The company is
implementing various designs for boosting its brand equity (Coca-Cola using design to boost
brand equity, 2020). The company is putting designs at centre of various efforts that helps in
strengthening brand equity along with meeting customers requirements around the globe.
Moreover, for brand extension, it is using strategy of offering similar commodities in distinct
form of its original parent product. In this strategy, Coca- Cola used to create stylish aluminium
bottle for coke in other country that is America that has helped in extension of brand in other
nations and strengthening its customer base. The context to strategy for reinforcing of brand,
the example company is using brand awareness along with brand image strategies. Through
brand awareness strategy, managers of Cola Cola are maintaining consistent voice as well as
image of the brand that boost its reinforcements. At same time, unique, strong and effective
image of the brand is created by marketers of the firm that reinforces the image in customers
mind for long term. Brand reviatising is one of attempt that is made by company top bring
product back within the market as well as securing equity sources. For brand revitalising, the
company uses various strategies that includes renaming brand in which brand name is changes
and some new attractive name is set. The next is reaching out to community wherein the brand
reaches to new customers for reviving lagging sales. From both, Coca-Cola is used reaching out
3

of community strategy in order to revitalising the brand. For overcoming from brand crisis,
administrators follows management theories in which they plan, understand, organise, inform,
monitor and coordinate effectively with entire team that helps in solving crises easily.
Moreover, the other strategy that is used by Coca Cola is communication strategy in which the
managers communicates with suppliers and others on regular basis so that they overcome from
any perceived crisis promptly. Few of suggestion to extend along with reinforce the brand are
understanding market needs so that suitable modifications are done to reinforce the product or
brand name. Along with this, company is also recommended to emphasis more on product or
service quality in order to gain better outcomes.
The key components which helps in building successful brand strategy as well as
managing brand equity are brand loyalty, perceived brand quality, brand perception and values
of brand (Elliott and et. al., 2015). In brand loyalty, the more customers are loyal towards the
brand the more it will help in designing successful strategy and maintaining equity of among
customers. The next component is brand awareness in which Optimum Impression Ltd spreads
awareness among customers regarding who it is and what are its workings. The company time
to time spread information within market that helps customers to recall it and this helps in
managing brand equity. The next component is perceived brand quality, it is strongly linked
with reason to purchase products or services of entity. The duration when quality is attributed
with services offered by the respective firm, its other commodities or services that are
associated with brand are perceived with similar quality and this assist in creating successful
brand image addition to brand equity management.
With application of Keller's brand equity model, Optimum Impression Ltd manages the
brand successfully over time. In the model, working of marketing and management team in
various levels including brand identification, brand meaning, brand response and brand
resonance are performed effectively that assist managers to manage it successfully. However, it
is also evaluated that various times application of the model so not suit with situations that
results in issues to manage the brand successfully over duration (Gundala and Khawaja, 2014).
Optimum Impression Ltd is well popular brand in advertising sector of UK that is
following various strategies to promote the brand equity. In recent timings, the organisation has
managed the brand over time through key components for building brand strategy in successful
manner and managing the equity too. Moreover, the entity needs to revitalise or reinforce brand
4

because to overcome from challenges such as competition and so on. The advertising agency
has successfully managed the situation of competition through offering unique services to its
customers and making huge customer base (Rosenbaum-Elliott, Percy and Pervan, 2015).
Conclusion
From the above discussion it is concluded that marketing plays huge important role to
manage as well as improve brand image of Optimum Impression Ltd within UK and
surrounding market. Branding also plays significant role when implemented as market tool in
proper manner as it assists in attracting huge customer base along with distinguishing
organisational services or commodities from rival ones (Ruzzier and De Chernatony, 2013).
Moreover, it enables firms to send addition to receive valuable information which provides
ample opportunities to selected firm for strengthening brand equity. Furthermore, it benefits in
increasing loyal customer base towards brand as well as giving them satisfaction through
offering huge quality products or services.
D1
Branding is said to an unique action to mark with iron that differentiates the commodities
offered from other companies. It provides huge benefits to company such as Optimum
Impression Ltd, Arcadia Group and many more in various forms. It helps forms to stand in
saturated market, provides credibility, leading customer loyalty, gaining consistency, attracting
ideal clients, sustaining for long duration, introducing products easily, establishing clear strategy,
enhancing brand equity and purchase ease (Solomon and et. al., 2014). However, its limitations
includes leading to monopoly, creating confusion, commanding premium and an expensive
approach.
5

TASK 2
P3) Different strategies of portfolio management, brand hierarchy and brand equity management.
Portfolio management:
It is defined as a tool of making decisions towards the investment mix, policy, assets
allocation, balancing risk, matching investment to objectives against the performance of
businesses. Within the context of Arcadia Group, company is well known to have appropriate
strategies of portfolio management that facilitates competitive position in the market.
Strategies of portfolio management: Active management: This type of strategy must be adopted by the businesses which
provides detail assessment regarding the company's portfolio that are required for gaining
competitive advantages in the market. This could be used by Arcadia Group for the
quantitative analysis in order to measure the success of company's brand portfolio
strategy.
 Passive management: This kind of strategy is used by the company in order to meet the
requirements of market instead of competing (Paul, 2019). This could be performed by
Arcadia group in order to increase their portfolio management and able to invest in index
funds along with the associated risk.
Brand hierarchy management:
It is termed as a combination of various branding strategy which shows numerous
existing brands of Arcadia Group. It relays on reality related to the product which can be branded
in varied ways and depends on the several strategy that is formed for the branding of new
offerings of company.
Strategies of Brand hierarchy management: Branded house: It is related to the organisation in which firm acts as a brand and sub
brands in the organisation because they are not disassociated with the original brand. This
will help Arcadia in becoming quite strong and organisation familiarity also helps
companies to be recognised as well.
 House of brands: It is related to that in which sub brands are varied from businesses and
they focused on promoting their sub brands instead of marketing main business. With
6

respect of Arcadia Group, this type of strategy would lead to the complex hierarchies in
the company that might result in the inconsistency in long term.
Brand equity management:
It is essential for the Arcadia group to manage the image and value of their brand for long
period of time in order to control the brand equity. It involves the strengths and values of Arcadia
Group that shows the impact of their brand management and marketing on their potential
customers. In order to control brand equity it is required to manage all factors by using brand
equity model that leads the success of company with high customer satisfaction.
(Source : Customer base brand equity, 2020)
M3) Critically analyse portfolio management, brand hierarchy and brand equity management by
using theories, models and frameworks.
Through the application of appropriate strategies, models and theories company is able to
accomplish their tasks through which the management of company perform their operations
within the time. Brand management is essential for the businesses in order to develop favourable
perception towards the products and services which governs the image as well as goodwill of
company (Moretta Tartaglione and et. Al 2019). This will give long term success and growth to
the company Arcadia Group and maintain their positive identity in the marketplace.
TASK 3
7

P4 Evaluating brand management collaboratively and in partnership both in domestic and global
level
Brand leveraging is a concept where organisation make use of existing brand name to
enter a new but related product category by making effective communication with consumers
and rendering them valuable information. In case of Arcadia group, Dorothy Perkins is the brand
on which Brand leveraging concept or strategy can be applied. While applying this strategy
number of benefits are additional and enjoyed by the firm. The brand is instantly recognised in
the market, consumers are more interested in the products offered and more opportunities travel
towards the brand. There are few techniques which can be used by Dorothy Perkins which are as
follows in a table format.
Basis Brand Extension Line Extension
Meaning Brand extension is basically
expansion of brand into new
marketplace in new geographical
region. For instance, a soft drink
manufacturer introduces a new
product line of bottled water.
Line extension refers to the
expansion of same or existing
product line. For example, a soft
drink manufacturer is developing
an additional flavour to its soft
drink line.
Benefits Brand extension allows organisation
to enter new marketplace and
increase their profits and diversify
their inventory.
This form of business strategy
allows company to conduct
promotional activities in low cost
as the new line is part of an
established name and its goodwill
add up to promotions of new line.
8

Risks The risk associated here is of failure,
the product which is introduced can
be a huge success or a failure. If it is
a failure then company's image is
tarnished which is the biggest risk
associated with brand extension
strategy.
Line extension can cause
competition in organisation
which can develop negative
environment in organisations
structure and more conflicts
arises amongst different divisions
of company.
9