Brand Management Strategies: A Comprehensive Analysis

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Brand is Power

Introduction
The study holds the use of different techniques and there function for the betterment of the
organization. This study provides a coherent way to introduce new product of the existing
organization in the market. Study provides effective techniques which can help in introducing the
product by using the name of the older organization which is well known in the market. All the
methods studied which can improve the strategy of the organization to capture the customer base
in the market. The techniques used in the study arte helpful on international as well as domestic
level. Strategy of the organization must include the distribution channel of the organization
because it is required to control and maintain the distribution channel time to time for increasing
the sale of the product.

Contents
Introduction.................................................................................................................................................2
LO1.............................................................................................................................................................4
P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business
practice....................................................................................................................................................4
P2 Analyze the key components of a successful brand strategy for building and managing brand equity.
.................................................................................................................................................................6
M1 Evaluate how brands are managed successfully over time using application of appropriate theories,
models and concepts................................................................................................................................9
M2 Apply appropriate and validated examples within an organizational context..................................12
D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive
understanding of branding within an organizational context.................................................................13
LO2...........................................................................................................................................................14
P3 Analyze different strategies of portfolio management, brand hierarchy, and brand equity
management...........................................................................................................................................14
M3 Critically analyze portfolio management, brand hierarchies and brand equity using appropriate
theories, models and frameworks..........................................................................................................16
LO3...........................................................................................................................................................17
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global
level.......................................................................................................................................................17
M4 Critically evaluate the use of different techniques used to leverage and extend brands...................19
LO4...........................................................................................................................................................21
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organizational examples........................................................................................................................21
M5 Critically evaluate application of techniques for measuring and managing brand value in relation to
developing a strong and enduring brand................................................................................................24
Conclusion.................................................................................................................................................25
Reference...................................................................................................................................................26

LO1
P1 Explain the importance of branding as a marketing tool and why and how it has
emerged in business practice.
According to Hunt (2019), Branding is defined as a practice for marketing where a Optimum
Impression Ltd. builds a symbol, creates a design, or forms a name that can be identified as a
Optimum Impression Ltd.’s belonging. By creating a brand a product can be easily identified and
discriminate from other products. Branding as a marketing tool is very much important as it is
not only what makes an unforgettable impression but this also permits the clients and customers
to recognize what can be the expectation from the Optimum Impression Ltd.. Branding can make
you differ from the market competition and let you make better choices. A Brand can represent
your business and show the way it should be recognized. For a brand development, several ways
are present in the market that are: customer service, reputation, advertisement, logo, and
promotional merchandise and all these sectors together can help in the creation of one attention-
grabbing and unique business profile. For any business branding is a critical section as this is the
unique part that impacts the Optimum Impression Ltd. most. A brand can help in changing the
perception of people for the brand and it also increases the awareness among people about the
brand that can help in new business (Rosenbaum-Elliott et. al., 2015).
There are several factors that elaborate that branding is important in many aspects that are
outlined below:
- It increases the business value
- It creates new customers
- Trust creation among market place
- It gets recognition
- It supports advertisement.
- It improves the satisfaction and pride of employee
So it is very much important to spend some time on researching, describing, and composing and
creating the brand. As the brand is the only source for making promises to the customers. The
brand is the only centerpiece for both the business and customers.

Branding has emerged in business practices for aOptimum Impression Ltd. as an effective brand
can support the product to stand alone in market competition. Branding mainly depends upon
following up the rules as it makes the brand differ from other in market competition and people
won’t recognize and remember the brand if it’s not different from other products. For a positive
impact creation, a business needs to redefine their brand in such a context that people can
differentiate the brand from other products. Some of the benefits business get from the brand are
that Optimum Impression Ltd. gets remembered by the people with some generic name and the
people in the marketplace know about the Optimum Impression Ltd. and brand. Brand in the
business gets a lot of loyalty of customers towards the brand. As the customer demands quality
trust in products so if the Optimum Impression Ltd. delivers good quality products customers
automatically cling into the brand. By using a particular brand by many of the customers in a
marketplace can make the brand well-known and famous in the market industry. Also, the people
who yet not get connected with brand get to know about the brand through radio, ads, billboards,
etc. so when they need a specific product the brand comes in their mind is the one they noticed
everywhere. And by having a particular great brand can result in a superior image of the
business.

P2 Analyze the key components of a successful brand strategy for building and managing
brand equity.
According to Keller (2016), Most of the strongest brand have higher brand equity as they were
considered as a valuable resource that deals with a competitive advantage. All those brands
which have high brand equity are the most popular brand in the marketplace and customers have
more faith in the brand. As the customer demand for high brand equity for brands, the producer
has high intervention power with vendors. The producers can easily deploy their product and
brand in the marketplace due to high customer demand and strong intervention power. Also, the
brand equity supports the price safety as the customers that are loyal with the brand will pay the
further amount for the brands that they appreciate.
All of the possible brands have their own measure of brand equity. Brands that are most popular
have high brand equity like Apple, Nike, and Disney. Kelleret. al., (2017) says that Brand equity
is a factor for customer attraction towards the brand. A brand can have both the equity as a
positive brand equity and negative brand equity. For example, customers having strong brand
loyalty response in a less favorable way to products that don’t have any brand in a similar
marketplace.
There are mainly four key components for brand equity-
1. Differentiation
2. Knowledge
3. Relevance
4. Esteem
Differentiation-
Customers are promised by the brands. All the strongest brands made a unique promise to their
customers that even consumer can differentiate it from other promises. Although these promises
are not for a guaranteed sale in the marketplace.
Knowledge-

Customers cannot buy any product without having proper knowledge about a specific brand. As
popular and strong brands are capable enough to advertise their brand and products in the market
so they are successful in spreading their brand knowledge among people. And their brand stories
are famous among customers of new generations.
Relevance-
All the brands must have proper needs of market trend. And all the effective brands continuously
acclimate the new trends and changes in the market.
Esteem-
Esteem is all about respect for a brand by the consumers. Esteem get established by supporting a
good and excellent quality of product, support, and services in the marketplace. Customers need
to show high respect for the brand to achieve brand equity.
For an increment of brand equity strategies are implemented by brand managers and the
following 8 elements are responsible for it:
- Brand strategy
- Communication
- Awareness
- Reputation
- Legal and ethical decision-making
- Value
- Collaboration
- Emotional capital
All these strategies when combining together can work for maximizing the brand equity among
the marketplace without affecting the reputation of brands or focus on profit for long-term
relationships with consumers. It is important to have strong brand management for any brand. A
brand management system can support for building the market values and the brand manager is
able to see the overall performance of the brand. All the fruitful brands are comprised of strong
brand management system in the marketplace. The major principles for the brand management
system are outlined below:

1. Define the brand
2. Brand as a business model
3. Consistency
4. Start inside out
5. Connect at the emotional level
6. Brand champions empowerment
7. Flexibility and relevancy
8. Tactics alignment with strategies
9. Effectiveness measurement
10. Community cultivation
11. Brand strategy ideas.

M1 Evaluate how brands are managed successfully over time using application of
appropriate theories, models and concepts.
Brand management can be defined as the target market being captured for all the service or
product and it also empowers the confidence level in consumers’ mind. There are models like
Aaker’s Brand Equity model or Keller’s Customer-Based Brand Equity (CBBE) model for a
strong brand management system (Çifci et. al., 2016)
Aaker’s Brand Equity model is the contribution of brand loyalty, brand association, and
awareness of the brand for the final offer of a valuable product to the consumer. Aaker’s equity
model mainly works for brand identity. So mainly there are four aspects that fall under Aaker’s
equity model:
1. Brand as Organization-
It comprises of organizational elements, limited mechanisms against universal actions.
2. Brand as Symbol-
It comprises of audio and visual effects, the heritage of the brand and representational
symbols.
3. Brand as Product-
It comprises of the scope of product, elements of the product, value or quality of the
product, origin country, users and uses.
4. Brand as Person-
It comprises of the personality of brand and relationships of brand and consumers.

Figure 1: Aaker's Brand Equity model
Keller’s Brand Equity modelcan also identify as Customer-Based Brand Equity (CBBE) model.
This model mainly works for the following framework prospects:
1. Brand Identity
2. Brand Meaning
3. Brand Response
4. Brand Resonance

Figure 2: Keller's Brand Equity model

M2 Apply appropriate and validated examples within an organizational context.
Many of the Optimum Impression Ltd. like NIKE which is a USA based Optimum Impression
Ltd., for it the maintenance of its brand image is very vital in the field of the marketplace.
Several strategies are applied to enhance the market value for a brand like NIKE. The main and
the difficult task of marketing for NIKE is connecting with its clients and getting to hear all the
pros and cons of the organization and that is what NIKE has figured out how to manage it all
effectively and efficiently.
The main things to be followed out from NIKE to create an effective brand-
1. Formation of excellent material.
2. Find out the best observers and then build out for the observers.
3. Reach out as much as possible to all the means of promotion from the social media
platforms to all the paper media.