Brand Management Strategies for Optimum Impression Limited

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Contents
Introduction......................................................................................................................................2
Task 1 - Building and managing brand over time...........................................................................3
Task 2 Brand portfolio and hierarchy management........................................................................8
Task 3 – Brand extension and leverage.........................................................................................14
Task 4 – Measuring and managing brand value............................................................................17
Conclusion.....................................................................................................................................20
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Introduction
Brand represents the image of any organization in the whole market for the appearance of
products and services offered by the company. Brand helps organizations to be recognized in
market. Branding helps organizations to use various marketing mix techniques to maintain the
image of products and services of any particular company in whole market. Branding helps to
convey brand messages in the located area. Branding helps organizations to enhance brand image
of company. Branding attracts customers by analyzing the mindset of customers.
Brand management is a marketing technique which helps organizations to increase the value of
the products of a particular company in targeted market in front of targeted customers. Brand
management uses various marketing strategies to increase the growth of the products with a
positive image in market. Brand management helps to develop an efficient and effective
marketing plan for understanding brand, its targeted customers and targeted market to achieve
overall business objective of organization. Brand management helps not only in building a
positive image in the market but in managing and maintaining it also.
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Task 1 - Building and managing brand over time.
Introduction
Brand can be name, any particular symbol and design which differentiate products and services
of any particular company from other competitive organizations available in market. Brand
represents quality of products and services, sources of all products, manufacturing responsibility
of products and services etc. to customers.
Brand equity helps to describe brand value of any organization as compare to other
organizations in market. Brand value can be determined by analyzing consumer experiences,
benefits and perception of customers in context to products and services offered by organization.
Brand equity represents the relationship between brand and its consumers. Positive Brand equity
creates awareness in customers, helps brand to get recognized in market, increases loyalty of
customers in brand image, helps to preferences in consumer market (Keller and Brexendorf.,
2017).
Optimum Impression Limited is an advertising organization which provides advertising and
promoting services for different brands. Optimum Impression Limited should develop proper
marketing strategies for maintaining positive brand image and equity.
For maintaining an efficient brand image in market organization needs to identify target
customers first for whom organization is going to launch product and services and what are their
requirements. Organisation should define a clear mission and vision to clarify purpose of
entering into market. Before entering into global market organization should define its targets
and goals as per requirement of targeted customers. Organization should conduct a proper
research about the market before launching its products and services. Market research will help
organization to understand the competition available in market so that company can define its
USP as per market requirement. Market research will help organization to convince customers
for products and services offered by them. For maintaining brand image organization should
focus on making brand different from other available brands. Organizations need to set some
specific guidelines to interact with targeted customers. It will help to make the business more
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recognized in market. Organization needs to prepare proper marketing strategies for promoting
its products and services by using various advertising strategies (Adina, et. al., 2015)
Branding is an essential factor for successful operation of any business in any market. Branding
is required for the business of all sizes wheatear its small business and large business. Branding
helps to increase value of organization and to develop trust in targeted customers. Branding helps
organization to get recognized in the global market. Strong branding can motivate employees of
the organization to work towards achieving the mission of organization and to enhance the
generated revenue also. For newly launched marketing brochure Optimum Impression Limited
should develop an efficient marketing strategy to get it recognized in market. This will help the
organization to generate new customers in market with trust and loyalty. Optimum Impression
Limited should have its customers in mind at the time of brand campaigning and creating
messages for organization to float in market with proper headline Brand is Power. Branding will
help organization to maintain a strong relationship between consumers and brand.
Branding includes name, symbol, design, logo and slogan which represent business in global
market and differentiate from other brands. For successful brand equity every business
organization should have following five key components.
Brand Awareness helps business to get recognized by customers. Brand awareness can be
achieved by using different mediums like social media, online platform, email and messages etc.
Brand Loyalty helps business to keep the customer engaged with the brand in the competitive
market. Positive equity helps business to get more and more customers with the business
enhancement. A happy customer of any brand can refer the brand name to other people also
which helps business to get promoted. Optimum Impression Limited can create various offers
and incentives for customers for positive brand equity (Hew, et. al., 2016).
Brand Compliance helps to maintain a unique image of brand in marketplace by using various
designs, tools and techniques. Brand compliance helps business to get positive feedback from
customers. It helps brand to fulfil customer expectations and to create a healthy relationship
between customers and brand.
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Brand Positioning represents the positon of the brand into customer’s mind. For maintaining
brand positioning business should identify other existing brands available in the market and
make some marketing strategies to get more customer attention, which helps to increase business
objectives.
Brand Perception shows past, present and future image of brand in the market. Organization can
conduct various surveys to know customer perception of business. It will help organization to
improve performance of products and services offered by brand to reach the customer
satisfaction.
Brand Reinforcement focuses on maintaining positive brand equity and getting the brand
recognized in marketplace among existing brands. It helps to identify the benefits of the products
and services offered by the brand. Brand reinforcement provides regular growth monitoring of
products and services offered by brand. Brand awareness includes the products benefits and how
products will satisfy the demands and requirements of customers. Brand image helps to identify
the brand from other existing brands. Brand reinforcement depends on various factors which
include advertising, promotion and sponsorship etc (Keller, 2016).
.
There are various theories, models and concepts of brand management. One of them is Keller’s
brand equity model. Keller’s brand equity model is customer based equity model which suggests
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Brand Reinforcement
Brand Awareness Brand Image

that to develop positive brand equity customer’s opinion is essential that what customer thinks
about the brand.
Figure 1 Keller's Brand Equity Model
Source: (Tutorials Point, 2018)
The pyramid represents fundamental questions that customers can have regarding the brand. The
model can be applied in following steps:
The goal of Brand Identity is to create brand awareness to make sure the recognition of the brand
in marketplace by knowing the customer requirement. It can be achieved by identifying the
customer requirements and needs. Brand should communicate with customers to understand their
requirement to achieve customer satisfaction. Optimum Impression Limited can use keller’s
equity model for maintaining positive brand equity.
The goal of Brand Meaning is to identify the brand performance in meeting the customer
requirement. According to keller brand performance includes reliability, serviceability,
characteristics, efficiency, empathy, effectiveness, style, price and design etc. To build and
maintain brand loyalty product performance should meet customer expectations. It can be
achieved by observing the customer experience (Klein, et. al., 2019).
The goal of Brand Response is to observe the customer experience in context of products and
service offered by the brand. Customer response can be classified into feelings and judgements.
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Customers can judge Customer judgement about the brand depends on consideration, credibility,
superiority and quality of products and services offered by brand. Customer responses can vary
according to brand performance.
Conclusion
Branding can help all the small and large organization to be recognized in marketplace. Branding
can be used as a marketing tool for business establishment and expansion. Good branding helps
to convey a positive message to increase creditability of brand. Branding helps organization to
understand customer and their needs. Branding increases customer loyalty towards the brand.
Branding helps business to stand out in market with the help of some unique features of
marketing.
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Task 2 Brand portfolio and hierarchy management
Brand portfolio is also a part of brand equity as brand equity shows the value of products which
includes quality, cost and environment etc. Brand portfolio includes various brands of different
market functions owned by firm. Brand portfolio Includes all brand which are being offered by a
particular firm to work in different industries for different people. Brand portfolio helps the firm
to allocate all the resources required and availed by firm in different brands.
British Airways is the UK based airline company established in 1974. As per the passengers and
fleet size it comes on second number airlines in United Kingdom.
Brand portfolio strategies include all the approaches which can be used to provide greatest
returns in lowest risks. There are basically two methods of portfolio management including
active and passive portfolio management strategy (Crespo, et. al., 2017).
Active Portfolio Management Strategy
Active portfolio management strategy follows a particular method for generating extraordinary
revenues in the market. Active portfolio management strategy suggests generating the maximum
advantages of all efficiencies and inefficiencies available in market in lower than the average
cost. Active portfolio management strategy can be implemented in market after complete
evaluation and analysis. In British airways active portfolio management strategy can be used to
increase brand benefits by using various analysis. Performance of active portfolio strategy
depends on the market research, experience and forecast of strategy team.
Active portfolio management strategy includes following approaches:
Top down Approach: Top down approach includes observation of market to analyze market
segment which can perform well in upcoming time. After deciding market segment, specific slot
of company will be selected for performance increment. British airways can use top down
approach of active portfolio management by analyzing market trends, economy shifts and
political environment changes. These factors can affect the portfolio management. This analysis
will help British airways in taking advantages of market regulations.
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Bottom up Approach
In bottom up approach the evaluation can be done on the basis of product performance, financial
condition and other criteria. According to bottom line approach strongly established brands can
perform efficiently in unfavorable market conditions also.
Passive Portfolio management strategy
Passive portfolio management strategy helps to analyze market efficiencies for regulated market
returns in lower investments. In passive management strategy no pre assumptions of market
conditions has been made. Passive portfolio management strategy is more stable as compare to
active portfolio management strategy. Passive portfolio management strategy provides high
quality performance. British Airways can use passive portfolio strategy as its performance
prediction is safer and depends on income sources (Flint, et. al., 2016).
Passive portfolio management strategy depends on following factors:
Efficient Market Theory: Efficient market theory depends on market information which is
readily available and can be processed. In this theory market price can be considered as a
primary factor of evaluation.
Indexing: Index fund can be used for market theory advantages and to create index portfolio for
passive portfolio management. It provides managed funds in lover expense cost.
Brand Hierarchy
Brand hierarchy includes the summary if brand management strategies with the use of brand
elements in all the products and brands offered by firm. Brand hierarchy helps to maintain
potential relationship between different products and services of any particular firm.
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Figure 2 Brand Hierarchy
Brand Equity Management
Once any company gets established it needs to maintain its brand equity for successful operation.
Brand equity includes other additional values which need to be added in products and services
for business profit. British airways can consider following factors for brand equity management:
 Brand Image Maintenance
 Expansion of Business
 Differentiation continuation
 Awareness
 Brand Focus
 Brand Reactiveness
 Brand Consistency
 Social Media Management
 Preferences and changing trends
 Long term strategies
 Customer Involvement
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Brand
Hierarchy
Corporate
Brand
Family
Brand
Individual
Brand
Modifier

 Customer Feedback
 Consistent Changes
By considering all these factors brand equity can be managed efficiently by any firm.
Analysis of portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks.
Portfolio management helps to manage investment of any form by using right investment plan to
maximize return on investment. Brand portfolio has been created to check requirements of
market segments. Portfolio management helps to allocate resources of firm in an efficient
manner to get the maximum return in all areas. Brand portfolio management depends on three
C’s which are Customer’s perception about price, Customer’s perception about quality and
competition between targeted markets (Bilgihan, et. al., 2015).
Theories:
Risk Aversion: Every brand should have proper and efficient management planning for reducing
risks in investments.
Markowitz Portfolio Theory: This theory helps to optimize maximum returns and to reduce
market risks. Markowitz Portfolio Theory suggests various investment policies.
The Efficient Frontier: This portfolio management helps firms to get higher returns with lower
risks as compare to other theories (Stewart, 2019).
Aaker’s Brand Equity Model
Brand equity helps to add and subtract values to products and services offered by the firm. There
are five components used in Aaker’s brand equity.
 Brand Loyalty
 Brand Awareness
 Perceived Quality
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 Proprietary Assets
 Brand Associations
Brand Loyalty: Customer loyalty towards brand depends on following factors:
 Reduced marketing Cost
 Leverage in Trade
 New Customer Generation
 Response Time of Competitive Threats
Brand Awareness: This factor helps brand to get recognized in marketplace with the help of
following components (Burmann, et. al., 2017).
 Associated Anchors
 Brand Familiarity
 Review Substantiality
 Consideration of Consumers
Perceived Quality: It helps to maintain the position of any brand in marketplace by considering
following criteria.
 Product Quality
 Position of Brand
 Product Availability
 Price of products and services
 Brand guarantee and extensions
Brand Associations: Brand association helps to enhance the confidence and satisfaction of
customers while purchasing and using products and services offered by the brand. It helps to
identify degree of extent at which the products and services can be recognized in the category of
products and services offered by brand by considering following components.
 Retrieved Information
 Purchase Drive
 Customer Attitude
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