Brand Portfolio and Hierarchy Management in the UK

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Brand Management

Table of Contents
Introduction –..............................................................................................................................................3
Task 1 - Building and managing brand over time........................................................................................4
Task – 2 Brand portfolio and hierarchy management..................................................................................8
Task 3 – Brand extension and leverage.....................................................................................................11
Task 4 – Measuring and managing brand value.........................................................................................15
Conclusion –..............................................................................................................................................18
References –..............................................................................................................................................19

Introduction –
Brand Managing can be understood by term brand that indicates a service or product
manufactured by a particular organization under a specific name. Brand is not only a name but a
promise associated with price, product quality, packaging and many factors are included with it
that differentiates the company product from others.
Brand Managing is a craft of creating and promoting that brand to high reach of people. It is the
complete process to maintain a client satisfaction with best possible services and development of
a product, a group of product or services. And make them memorable, and unique to gain brand
equity. Brand equity refers as the extra additional features that make an item valuable and special
to customers and different from other. A complete management of brand includes building a
brand recognizable, launching them into the competitive market and maintain identity of that
brand. The power of branding is that it can convert a small business to a successful label.

Task 1 - Building and managing brand over time
Branding –
A brand is promises that is made to customer, development of that commitment and make it
trustable over the years. It’s an identity of any service or item that is manufactured by a
particular company. A brand name stands for loyalty and faith on which the business is placed
on. Also it defines the future of any business, how long a product is survived in the market based
on its brand equity. Brand equity has three major concerns – costumer perception towards
service, how it impact on people life (positive and negative effects of service) and the feedback
or result. These are the basic criteria that define the business profit and loss. If customers have
positive reviews about the items then it will counted as good. When a product get familiar to the
consumer and they get prestige to a brand, then they ready to pay more beside move to a new
brand. Branding also includes the management and improvement of any product service as per
client needs. In the process of brand management many aspects should have to be covered such
as reliable cost, attracting presentation of item, customer belief and competition (Powell, 2016).
In context of Optimum Impression Ltd Company, Branding is the most important factor to make
a business grow. It can be considered as first impression that you impact on a person and that
helps a company to stay in a competitive market. The first impression is the last as people said; it
is the reflection of customer desire from a product. And to maintain the client satisfaction
industry has to perform well in terms of material constitution, representation and packaging.
Overall branding is not just to put logo in website, it’s a systematic process to attract the people
towards business and maintain their gratification.
If we take an example there is a company name Tesco based in U. K. is a multinational grocery
and general merchandise retailer. The company started its market in 1919 at a very small scale as
a group of market stalls. But now it is counted as third largest retailer in the world. It was not an
easy task to get global success in a very short period of time but with their best marketing
strategies and attractive branding the company expand its root in global market and became

successful. With the example we can understand the importance of branding (Alkhawaldeh, et.
Al., 2016).
Strategies for successful branding –
The main role of branding is to create a justified presence of any business in the market. But
with a smart working on the advertisement of these can be an extra benefit. When Tesco
Company started in 1999 there were limited tools for promoting their services, with the emerging
technology they start to change their perception towards branding and get excellence success.
The brand recall factor is very high and the logo they used was an instant hit. Now the
organization has its own expertise staff, loyal consumer lead and high range of followers. These
results show the benefits of an extra ordinary branding (Powell, 2016).
1. Client Awareness – With the high use of social media channels customers are very much
aware of activities going around and had exposure of so many options. Every business in
the market trying their best to persist its presence in the customer talking and make them
aware of its benefactions.
2. Recognition and loyalty – To get benefits from existing customer loyalty it is important
that business develop its identity on a large scale. To form the consistent identity they
should approach some techniques such as – Promotion of any new launch using graphic
elements, relevant content with the photography element and social media advertising.
Consistency work as vital component that greet your customers with some new features
whenever they visit a particular website (Kirk, et. Al., 2013).
3. Uniqueness – Uniqueness of any product defines its true value and makes it memorable
to users. Now a days there is a tuff completion in the business as there are so many brand
who offers the same set of services to their users. To stay in that competitive market
industry needs to define some extra benefits with their product. They have to deal with
client feedback and work according to their requirements.
4. Strong communication and reliability – As the completion is too high from the every
side, branding can help businesses to carve its position through promotional campaigns
and digital transformations (Alkhawaldeh, et. Al., 2016).
5. Representation – The word is enough itself to make aware about the benefits of a good
presentation. People are more creative creature they want best things that could make

them different from others. This concept should also followed by companies to get high
traffic of customers. Presentation is the process to get attention of everyone and a
strategy to make a wide impression in someone’s mind.
Brand Extension –
Brand extension is the strategy of marketing when a well reputed company launches a new
category of product with the pre-defined image to develop clients for new items. It defines the
market reach as the users are already connected with that particular brand in some way (Hussain
& Rashid, 2016).
Tesco introduced this technique in their organization, when they were high on their success
graph and had a well set of loyal consumers. When a brand become an identity then it becomes
easy to reach clients with new openings. There are many methods to create a brand extension –
A parent product can be simply formed into its sub children. For example Tesco has a product
name calo and it is expended into calo jeans .That’s how companies maintain their originality
with new launches.
Another way is to maintain its mark to produce the new flavor or component with the old one.
As user is aware about the parent item already its expendability into sub component makes a
different product valuable.
Also companies can design new benefits scheme to provide a new touch to old things. It can also
benefit the people as well as the organizations.
Brand extension can be a good move to the organizations in terms of profit and growth. And
people get expertise solutions of their feedbacks.
Different types of brand Extensions –
1. Line Extension - Line extension can be considered as chain where a pre-defined brand is
used to launch a new item. In this scenario the product is slightly changed from the
previous one. It can be in terms of product quality, packaging and resizing.
2. Product extension – When a child product is completely different from the existing one or
grouped in a new category then it considered as product extension. For example if a

company deals in grocery market launches its product in personal care or health. But in
this kind of addition industry needs to take care about their well settled image and client
trust towards the organization.
3. Expending franchise – As the industry start growing, they scale their market in different
sectors and locations to serve customers better. However companies start to focus on the
items that has high rate of consumptions.
4. Proficiency supplement – When an item became the identity of any brand, then industry
start to develop various category product with the name of their expertise. Like Apple
company has its high following ratio because of its smartphone but along with this Apple
has launched its smart-watches, ear-phones etc (Hussain & Rashid, 2016).
Brand Reinforcing and Revitalizing –
Brand reinforcing is all about maintaining stability of brand and make sure about the
customer desire and product equity. In consideration of marketing activities companies
should recycle their graph with the changing scenario. However sometimes it fails for
various reasons like engagement of new technologies, change in user requirements and
taste (Kushwaha, 2012).
In order to achieve equity positive reputation should be maintained by business. Unless it
can affect the consistency of product that might result in brand deteriorate.

Task – 2 Brand portfolio and hierarchy management
Brand Portfolio –
In context of Tesco Company based in UK, A brand portfolio can be referred as a shelter under
which all the brands of a firm lies to fulfill the desire of people. In general it is a collection of
brand lines that define a single firm. Many multinational companies work on different products
and have dozens of well-defined brands that form a portfolio (Santos, 2018).
Tesco Company has started with a single brand Williamson’s Stores which was a meat shop.
After that company start working on many products with different brand name and now 1000 of
brands it has under its portfolio.
In context of Tesco, The Company continuously expends its business interests through hierarchy
of brand portfolio chain.
Tesco Brand Portfolio

The advantage of having a hierarchy of portfolio is that it helps the management to keep track of
all. Also provide resources for their implementation according to need.
Strategies to maintain brand equity within the brand portfolio –
Brand portfolio is related term to brand equity that enhances the value of any product associated
with a brand name. Well-managed portfolio strategies managed the key issue related with the
link brand and make it effective to increase customer relationship. There are 3 c’s to describe the
portfolio strategies to maintain their identity within a targeted market.
a. Client perception towards price of an item
b. Product quality that defines the equity of firm
c. Competition within market
Promotion and management of brand identity –
Many companies in the market defines some unique strategies to optimize their portfolio. Firms
with multiple set of product listing want to adopt a separate distinct to categorize them, so that it
could not interoperate to existing ones. Besides that some wants to use the existing brand name
to promote their business (Powell, 2016).
According to the theory firms uses two types of models to maximize brand equity –
1. The house of brand – This property of refers to a portfolio where companies use different
brand names according to the category of items. These can be considered as a chain of
brand identity. And this is most secure technique in case of failure, when one of the
brands fails it doesn’t impact on the others.
2. Branded model – This property includes when a firm has different set of categories and
all uses the single defined brand name. Many companies use this kind of property to
promote their new item in the market. One of the main positive advantages of this model
is that the businesses need not to do many efforts to make things familiar to users. It gets
benefits from the previous positive image of the brand. However it can generate a
negative impact as well based on the previous feedback.

Determination about no. of brands – Based on their marketing competition industries are
evolving themselves with the suitable combination of hierarchical portfolio techniques. They are
focusing on marketing capabilities to deliver value to their users and make them belief on
company goods. A firm can choose multiple no. of brands to attract and retain brand managers. It
is up to the firm whether to add or delete a brand in their portfolio. Some of the major concern to
maximize their market coverage are –
 Financial Statement of company
 Extension of Brand
 Targeted competition
Brand Positioning – A strong brand positioning can be justified by the brand connection to their
consumers. This relationship based on the user perception who are open to its price and image. In
this concern it is difficult task for business to achieve both positions. As user often place price on
the core and sometimes it changed to quality. So according to the demand firm should update
their technologies and communication expenditures.

Task 3 – Brand extension and leverage
Tesco is firmly known by its varies products in market. Company has often found itself hitting
headlines. With the changing society consumers became more inundated and choosy with choice
than before. So company chief manager starts to rebuild the Tesco brand more innovative and
creative to regain client’s satisfaction.
To start this recovery, Tesco launched a new brand name “Food Love Stories” to get people
attention and trust. This was a strategy to let people talk about the brand. To make its position in
the competitive market they start to focus on quality and pricing to deal with competitors. To get
position in the market company chooses the brand extension techniques – Line extension and
brand extension.
Difference between Line and Brand extension –
In line extension a newly launched product uses the older brand name and image with slight
change in production. Usually it placed in the same category list that is pre-defined and has
existing market value. Mainly this kind of extension in used in grocery companies who slightly
changed their item in terms of flavor, quantity of the product and other. Line extension is used to
leverage the product equity (Hussain & Rashid, 2016).
But in product extension it is categorized as a complete set of new items that have the same
brand name but different product category. For example - A company has its product in gaming
and also launched their new set as grooming. Building a brand recognizable is costly affair, so
companies start to leverage its value by using the same identity with different group
classification.

Ways to leverage Strength –
To be nobody but yourself – In marketing sector it is important to focus on strengths rather then
the improvement of weaknesses. In the changing world companies need to focus on strengths
based feedback and performance to get merits in their work.
Match with user needs to engage traffic – This engagement increased profits and productivity of
business. When a product is launched in the market, it goes in people hand who use the product
and provide feedback to the companies. This leads to expectations of user in terms of quality
work also represent the brand personality.
Find the talent to enhance business skills – If the staff of the company have experienced and
talented members then it could be strength to the organization.
Motivate team work – An individual cannot perform well In comparison to a team. When a
group of people represent their ideas to make innovative changes in production, then it leads to
unity. Team members can work better to maximize each other’s strengths and reimburse for
single weakness.