Brand Management in Unilever: Strategies, Techniques, and Value

This report provides an overview of brand management with a focus on Unilever, a multinational goods company headquartered in London. It discusses the importance of brand management in increasing product popularity, enabling price increases, and developing loyal customers. The report highlights collaborative brand management strategies, including adaptability, technology leverage, and the use of custodians. It also explores techniques for leveraging and extending brands, such as brand extension, line extension, and brand stretching. Furthermore, the report examines techniques for measuring and managing brand value, including cost-based, market-based, and income-based techniques, as well as brand awareness and channel market engagement. The conclusion emphasizes the significance of developing brand loyalty for organizational success and survival in a competitive market through the provision of high-quality products and services. Desklib provides access to similar reports and study tools for students.

Brand Management

INTRODUCTION
Unilever is a multinational goods company
and is headquartered in London. The
company was established in 1929 and the
company was produced wide rang of
products. It includes food, ice creams, tea,
coffee, breakfast cereal, toothpaste and so on.
Brand management refers to is a function of
marketing that is used by organization to
increase the popularity of product. Effective
brand management system enables price of a
product to go up. It also helps to develop
loyal customers with positive brand
associations.

How brands are managed collaboratively and in
partnership both at a domestic and global level
 Be adaptive and flexible
 Leverage technology
 Use custodians

The use of different techniques used to
leverage and extend brands
 Brand extension
 Line extension
 Brand stretching

Types of techniques for measuring and
managing brand value
 Cost based technique
 Market based technique
 Income based technique

Techniques for measuring and managing
brand value
 Brand awareness - It refers to create the
popularity of particular brand and product
between consumers. In context to Unilever,
management are responsible to maintain
their awareness with help of best quality
products and services.
 Channel market engagement – It refers to
integrating multiple market channels with
the targeted audience. It also refers to the use
of strategic, resourceful and meaningful
content for engaging the customers. In
context to Unilever, management are
responsible to provide proper information to
consumers of their product.


CONCLUSION
After analysing all presentation it is understood that developing brand loyalty is very
important for organization. Because without creating loyal consumers products are
not sold in regular basis which is essential to increase profit. Branding is also
essential to survive in market between the competitors and this is only done by
providing best quality products and to consumers.

REFERENCES
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Marketing and Logistics.
Nobar, H .B .K. and Rostamzadeh, R., 2018. The impact of customer
satisfaction, customer experience and customer loyalty on brand
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