Icon College HND Business Unit 41 Brand Management Report: 2021

This report delves into the core concepts of brand management, exploring strategies for building and maintaining brand equity. It begins with an introduction to brand management and its significance, followed by an analysis of brand equity models, particularly Aaker's model, and their application. The report then examines Samsung's brand portfolio strategy, highlighting the company's approach to managing multiple brands and product lines. A key focus is on brand equity, with an in-depth look at Keller's Customer-Based Brand Equity Model and how Samsung utilizes it. The report also investigates techniques for measuring and managing brand value, offering insights into how companies can assess and enhance their brand's worth. The report includes various aspects of brand management like brand hierarchy, brand loyalty, brand awareness, and brand association. The report concludes with a discussion of marketing's role in branding and its impact on business success.

Brand Management
Table of Contents
INTRODUCTION...........................................................................................................................1
TASK1.............................................................................................................................................1
TASK2.............................................................................................................................................3
Analysis of Samsung's Portfolio Strategy..............................................................................3

Illustration of Hierarchical Management of brands ...............................................................4
Analysis of strategies for managing equity of brands............................................................5
TASK3 .......................................................................................................................................6
Figure out how brand carry off collaboration and partnership with both national and
international level...................................................................................................................6
TASK 4............................................................................................................................................9
Different types of techniques in order to measure and manage brand value..........................9
CONCLUSION .............................................................................................................................11
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is a method of analysis and planning that how brand is perceived in
the market and it is important for company to make good relationship with target audience for
brand management. By implementing structured brand management, it enables company to
increase price and enjoy all benefits. Organisation should make effective plans so that it can hold
brand for longer period of time. Brand management require to study market and to attract target
audience and company have to provide quality product in order to create positive image (Jahn,
Kunz, 2012). This report is based on Optimum Impression Ltd, which deals in marketing
consultancy. Company offer various solutions and suggestions to companies for developing
brand image in customers minds. Present project include, various successful brand model and
how company can build better brand image. The project help in identification of portfolio
management, brand equity. It also focus on effective brand image and methods to increase brand
awareness among individuals.
TASK1
BRAND IS POWER
Introduction
A brand is product or service which differentiated it from competitor’s product in
marketplace. With the passage of time, brand increases or decrease as the quality fluctuates, and
it is also depends upon service and satisfaction level of customers. Branding is technique which
creates goodwill in market and Support Company to expand their market value. The main
function of brand is to secure the trade mark, logo from government bodies. Before getting
trademark of a particular company, it has to be figure out by manger that someone hasn't
obtained the similar name (Batey, 2015). Brand has various feature such as logo, graphic, sign
and symbol. This is done for the purpose to separate the brand from other competitors available
in market. Nowadays, companies hire expert and market researcher analytics to study and
examine the buying behaviour of company and overall perception of end customers. For making
effective brand strategies, companies have to focus on aims and objective respectively. First step
of organisation is to identify the target and who are frequent buyers. In branding, marketing
teams has important role in creating brand value of its product. They do keen research and take
feedback from customers regarding their taste and preferences. Company have to spend more on
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research and development process to reduce future uncertainty present in market. Marketing
department does various kind of research which describe how well brand is performing. It also
allow marketer to directly to customers and can take feedback for making changes in future.
Main body
Optimum Impression Ltd. is a marketing consultancy firm which offers various services to
companies regarding marketing and promotional strategies to develop good brand image in the
minds of customers (Elliott 2015). The perfect example of brand equity which have made use of
strategies effectively is Apple Inc. This organisation has successfully managed to build brand
image in entire market and it is one the most valuable company in the world. Company have seen
rapid growth and its brand value has increased up to 15% reaching at $214.5 billion to become
the only company which have achieve this milestone (Apple retains crown as world's most
valuable brand as Facebook value sinks, 2018). Company is using innovative technologies such
as AI mode in camera to capture in depth detail of photo. This helps company to emphasis on
the demand of customers and makes changes if required.
The above discussions show that how branding is important for business to survive in
long run. There is a model known as Aaker's Brand Equity model which is used for developing
better brand image in market.
Execution of Brand equity model
There are large numbers of consumers which use electronic product and company
mainly generate large amount of profit by facilitating customers by providing quality product
and services (Rageh Ismail, Spinelli, 2012). If end consumer is brand loyal and have trust
towards company he/ she will purchased the same product weather price are high or low. The
quality offering provide customers satisfaction and sense of trust. For Aaker, brand management
starts with developing healthy relationship with customers. There are four major parts in Aaker
brand equity model which are explained briefly in the context of Apple Inc.( iPhone).
Brand as product: This shows that Apple iPhone has unique features such as style, design,
innovation which other product lack (Naidoo. and Abratt, 2018). Company provide top quality
product along with services which create brand image in the market.
Brand as organisation: This indicates that iPhone is made by Apple Inc. has the ability to be
viewed as organisation having the largest market share in and company is growing their
customers base rapidly.
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Brand as person: Brand as a person implies that iPhone is seen as a brand symbol. It is style of
fashion, trends, technology and innovation which comes along as brand product (Phung, Lyand
Nguyen, 2019). For the company like Apple and its Brand iPhone, there are some features of
brand extension which are mentioned down below in detailed manner.
Brand as symbol: This illustrates that iPhone is seen as brand symbol and it has been consider a
symbolic style, fashion, trends, technology and innovation all quality present together
(Christiaans, 2012). For company like Apple its brand is iPhone, here are some components
which are use in brand extension are explained briefly:
Brand Loyalty: This is the important aspect for iPhone to expand its market share in business.
Brand loyalty is a method by which company can develop effective brand image by offering best
quality product (Tsordia, Papadimitriou. and Parganas, 2018). In this process company have to
focus on quality rather than advertisement.
Brand Awareness: Apple has brand awareness across the globe and known for its innovation
offering of product to their customers.
Quality Perceived: This implies that by the offering high quality services to their consumer and
iPhone make aware about their new features and technology to customers. Further, company can
take regular feedback from them and make changes according if required.
Brand association: Brand association is connect with advertisement of iPhone to gain attention
of larger audience (Rambocas, Kirpalani. and Simms, 2018). Company make use of social media
and digital technology as it cover vast consumers and is less costly tool from other promotion
activities.
Proprietary brand assets: Proprietary asset include patents, trademark and various channels of
distribution and also managing relationship. This kind of asset are precious for organisation and
prevent it from competitors ad help to maintain customers loyalty and trust.
A company can use various kind of successful strategies to overcome brand issues. The
most important steps of successful strategies for organisation is to build an effective
communication channels to keep in touch with suppliers and customers to gain support and ease
from them .
CONCLUSION
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Marketing plays essential role in branding for organisation to expand their market share.
Quality is the key important factor for Apple to increase sales and profit. With the help different
kinds of Tools Company can conduct various kinds of marketing research to gain competitive
advantages. In addition to this company can create goodwill in market and can enjoy benefit
from this. Branding helps in recognition and create brand awareness about product in the minds
of customers. It also help in increasing the business value and built strong relationship with
clients.
TASK2
Analysis of Samsung's Portfolio Strategy
As per the Evans Keith, Brand portfolio is known as formative collection of brand which
have been offered by company to promote their product in market. Large company have different
operation such as production, logistic in which portfolio strategy is part of brand promotion.
Proper utilization of brand portfolio strategies can help company to gain profit in market and
help to expand their market share. In the context of Samsung, it has been figured out that
company has Branded house portfolio strategies which is stated down below.
Branded house: In the single brand name is considered as overall product range. This
model is undertaken by Samsung for its all product categories which make easier for marketing
team to promote company's product in a well define manner (Dinnie, 2015). In regard of
Samsung, they offer diversified product range with respective model as they provide product
under same name such as Samsung Gear, Samsung Galaxy and many more.
Illustration of Hierarchical Management of brands
Brand Hierarchy is statement which involve different brands with business venture. In
this brand portfolio get differentiated from one another. Thus, it acts as a complex activity in
which multiple brand have their set roles. Samsung is an international brand which provide
various kind of product and services across the globe. Company manage their brand effectively
so that it can develop brand equity along with better understanding of brand portfolio. In the
context with Samsung, there are number of product line and relationship with each other. Down
below are the example of brand hierarchy:
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illustration 1: Samsung's Brand Hierarchy
(Source: Samsung’s Brand Hierarchy, 2018)
On the basis of above diagram, it has been identified that Samsung is having vast diversified
product range which are further classified into various brands (Qian 2014). Company have
subsidiary brands under name of Samsung which are Samsung Electronics, Samsung Motors,
Samsung Heavy Industries, Samsung Life Insurance etc. All these brand have categories which
can be classified with the help of example like Samsung Electronic have various division such as
Galaxy series, home appliances and many more. Samsung galaxy have different series such as
series S and note series. It state that all brands of Samsung are managed into structured formation
and manage by organisation in effectively manner.
Analysis of strategies for managing equity of brands
Samsung is one of the leading business organisation in world and have satisfied
customers across the global market. With the support of brand equity model company can
understand the brand equity management in best possible way. In the context of Keller's
Customer-Based Brand Equity Model which was given by Kevin Lane Keller facilitate
Samsung to manage brand equity by utilising proper resources (Mosley, 2014). Brand which has
been consider by Samsung in regards with this model is Samsung Electronics. Here are some
model which are explained down below.
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Illustration 2: Keller's Brand Equity Model
(Source: Keller’s Brand Equity Model, 2018)
Salience: It covers brand identity in which brand is required to be familiar with
customers and along with delivery right information in market (Brexendorf. and Keller, 2017).
Samsung effectively provide services to customers by establishing organisation brand image at
minimum price. In this company can aware customers by effective marketing strategies like
advertisement and other promotional activities to enhance familiarity of new smart phones and
other electronic.
Meaning: It covers two aspects which are Imagery and performance. Samsung have goal
to satisfy their customers by providing best services to their respective customers (Qian, 2014).
Company can take advantages of social media for promoting their product and also can help to
create positive brand image.
Response: In this stage, company categorised into two major aspects feelings and
Judgement of consumers (Johannessen, 2018). It helps Samsung to understand the changing
preferences of customers and can improve their offering by taking feedback from frequent
buyers.
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Resonance: It is the last stage in which company has to build a healthy relationship with
the customers so that company can gain trust of customers and can develop a formative
relationship with end users.
All the stated above discussion, it has been figure out that Samsung by undertaking all
these measures into consideration can positively able to gain their market share along with
earnings. In add-on with this, brand equity model can effectively assist Samsung to offer their
products with more attraction.
Brand hierarchies
Brand hierarchy is a basic model that is associated with the way business organisations are
communicating by using various brand elements and differentiation features.
Brand hierarchy is a very important concept that is related to overlooking of strategy for
business organisations that is related to products and services and analysing the overall
relationship between them (Millerand Svrcek, 2020).
There are majorly three types of branding hierarchy as mentioned below,:
Corporate, family brands and umbrella: It is the highest level of hierarchy that includes
umbrella brands, corporate and family level (Kucharska, 2019). It is based on use of
consistent naming identities structures and cohesive that helps a developing a homogenous
products throughout the range. This corporate strategy is useful for large organisations that
have many subsidiaries and divisions.
Endorse brands: Endorse those brands are those that are endorsed by specific pairing brand that
is either a family brand umbrella or corporate brand (Paulssen, 2019). The overall
endorsement from the parent brand and credibility of the endorsement for the Customer.
This approach is linked and grouped as per brand identity itself and does not rely on
homogenous naming.
Individual brands: It is consumer facing brands that are having no explicit link between the
products and parent brand. In some cases there is no presence between individual brands
also.
Samsung is a brand that is offering valuable benefits to customers by having effective marketing
strategies that is helping them to be a cost driven organisation. This brand is constantly
engaged in introduction and redesigning of new product series. They are using umbrella
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branding strategies by having introduction of new technologies and new series of products to
helping them in achievement of higher differentiation advantage.
TASK3
Figure out how brand carry off collaboration and partnership with both national and international
level
Brand leveraging is a method in which existing brand name is used to support the
company new product. In this, Samsung Galaxy has been taken into account as its brand. It has
been observed that Galaxy brand of Samsung has been introduced various version in phones for
satisfying the demand of customers (Mosley 2014). However, Samsung is a known brand and
have better image in market which helps in improving sales provide support for effective brand
image in market. Brand leveraging is one of the common strategy used by company to launch
their product in market. It acts as a support tool and can use existing brand image to provide aid
to company when they are launching new product for customers.
Strengths of the brand that can be leveraged
Samsung owns much strength that can be leveraged to its new product so that it become
successful at market. There are some strength which provide leverage to Galaxy which are
described below in detailed manner.
 High brand value of Samsung can facilitate for its parent brand to establishing new
market and help to attract more and more customers and individual can have trust easily
because they are familiar with the brand.
 Effective market base of Samsung will support Galaxy for improving customer's interest
towards new product as they are have trust on the company which provide quality
offering to their respective customers (Erdoğmuş and Cicek, 2012).
 Organisation has good back support of technological advancement, which guide Galaxy
for launching new product in market with improve features and quality.
 The positive aspect of Samsung is that it is one of the oldest company in market and
have good network and market presence. Firm have goodwill and reputation in the minds
of customers.
Weaknesses of your brand that may need attention.
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Even after new brands are getting leverage from existing company but it also create
negative impact on customers if they have negative experience from the similar product (Dinnie
2015). In regard of Samsung, it has been analysed that company have improve the cons and
assure that new product or brand may not create problems. Some of the core weak areas of
Samsung which can determine Galaxy which are explained below:
 Low performance of Samsung product may develop negative impact on the minds of
customers and it will create negative image even if company launch new product in
market. The negative perception of customers will not help company to gain profit and
enable to capture large market share (Weiger, Wetzel and Hammerschmidt, 2017). To
overcome this issue, Samsung should focus on quality and performance of product and
change the customer’s perception regarding the image of product.
 Company is launching new product rapidly which can create confusion for customers
due variety product. It will slow down the sales and existing brand may also get effect.
To manage the conflict company should promote their new product with existing goods
because it will contribute in developing brand value of existing product.
 Another major disadvantage of leveraging is that individual may have high expectation
from the product and if it underperforms in this case it may create a negative impact on
the minds of customers (Jahn and Kunz 2012). From this scenario the exiting and well
stable brand sales may decline due to low performance of new product. Company can
take feedback from customers and then launch new product because it reduce theft and
uncertainty of failure in market.
Some achievable suggestions and partnership agreements from which the brand be
superior to the competition are explained in detail down below:
Collaboration and partnership agreements: collaboration agreements are describe as the
legal agreement among two parties who aim to work together on a particular project to gain
competitive benefits. Labour of division is done ethically so that future uncertainty may be
avoided (Tsoand Parikh, 2018). In the case of Samsung, it has analysed that company is into
different kinds of collaborative agreements in order to expand their business share in domestic
market as well as internationally. Further explanation is given with the help of example:
TIM and Samsung Electronics
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Samsung Electronics and TIM have launched themselves into a strategic collaboration
agreement in order to joint launch of Samsung's 5G handset for TIM and 5G services in Italy
(TIM and Samsung Electronics sign a strategical collaboration statement for the launch of 5G in
Italy, 2018). The main objective of this collaboration was to take use of commercial as well as
technical tool for presenting the new products till 2019 in Italy. This collaboration basically
consist to international level and has equally contributed in gaining and raising power of their
brand which help in gaining competitive advantages at international market.
Samsung Electronics and LG U+
Samsung Electronic had made future plan and recently they have collaborated with
Korean Telecommunication Company which is widely known as LG. As the Korea have the
highest connectivity in the world and Samsung wants to introduce 5G connectivity in their
handsets (Huang and Sarigöllü, 2014). This merger will set standards in the industry and new
innovation in handset will create benchmark for their competitors. The agreements were based
on international level and by which company can gain access of different countries which
Samsung is not aware of.
Brand leveraging:
Brand leveraging strategy is the basis of using power of existing brand image to support
organisations entry into new but related product category. There are different brand leveraging
communications that can produce valuable product information for customers about new
products (Joshi and Yadav, 2017). But there are some examples where there has been no
successful brand leveraging strategy that has affected the present positioning of business
organisations. Such as Frito lay is an extended from potato chips into other type of snacks dips
and food products. They introduced a laminate but did not succeed in the market because of the
sweet and fruity drinks that had a little connection with other Frito Lays product. So it is related
with brand leveraging as many brands are willing to use existing brand name for the purpose of
new product development but sometimes there is requirement of new products to fit in the
category of established product family (Joshi and Yadav, 2017). Brand leveraging strategies can
be profitable and successful if it is correctly implemented and are able to offer new products with
right image.
Apart from this another example of brand has been for Samsung that has been leveraged the
brand image by perceiving value of its brand to be phenomenal. It is a single leading television
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