Brand Management Strategies, Equity & Analysis: Waitrose & Partners

This report provides a detailed analysis of brand management strategies employed by Waitrose & Partners, a retail organization based in the United Kingdom. It highlights the importance of branding as a marketing tool, key components of a successful brand strategy, and the role of brand equity. The report also covers strategies related to portfolio management, brand hierarchy, and brand evaluation, along with techniques used to measure and manage brand value. Theories such as the Aaker brand equity model and brand loyalty theories are discussed to provide a comprehensive understanding of brand management principles and their application within the context of Waitrose & Partners.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as a marketing tool and its emerge in business practice..................1
M1 & D1 Critical evaluation and analysis how brands are managed with related theories,
concept and their justification.....................................................................................................3
P2 Key components for the successful brand strategy to build and manage it with brand equity
.....................................................................................................................................................3
M2 Apply appropriate examples within an organizational context............................................4
TASK 2............................................................................................................................................4
P3. Analysis of different strategies of portfolio management, brand hierarchy and brand
equity management.....................................................................................................................4
M3 Critically analyse the portfolio management, brand hierarchies and equity........................7
TASK 3............................................................................................................................................8
P4 Brands evaluation on the bases of collaboration and partnership based on domestic and
multi-national level.....................................................................................................................8
M4 Critically evaluate the use of techniques which are used to leverage and extend brands.. . .9
TASK 4............................................................................................................................................9
P5 Different types of techniques and their evaluation to measure and manage brand value......9
M5 Critically analyse the application of techniques for measuring and managing brand value
in relation to develop a strong brand.........................................................................................11
CONCLUSION..............................................................................................................................11
REFERENCES................................................................................................................................1

INTRODUCTION
Brand management is one of the most important function of marketing that can uses
various techniques to increase the value of their products or brand. Brand management helps the
organisation to decide the premium prices of their products by making effective strategies for the
goods and services. This results it is easy for organisation to build loyal customer's base for the
firm. Along, with this it also helps management to understand the brand, its target market that
improve the overall vision of organisation. The present report is written from the perspective of
Waitrose & partners which operates their business in retail organisation. Its headquarter is
situated in Bracknell, United Kingdom (Cooper, Merrilees and Miller, 2015). Further, this
projects highlights on importance of branding in the marketing tool and the key components for a
successful brand strategy. Strategies related with portfolio management and brand hierarchy will
also be cover in this report. In the last, evaluation of different brands and techniques will be
focused in this report.
TASK 1
P1 Importance of branding as a marketing tool and its emerge in business practice
Branding is one of the most important business practice that leads the management of
Waitrose & partners to generate symbol, design, name etc. in a unique way for organisational
products. This results it is for customer's to identify the organisational products from a large
range of products. Their are several importances of branding are present in market such as people
perceive about brand, to enter into new business, to increase brand awareness and many more in
the market. Some of the major importance of branding are mention as follow:
Branding gets recognition- One of the most important reason for branding is its
importance because it helps company to recognise their different products in a easiest way. Like
with the logo of a company it is easy for customer's to identifying the organisational name. This
determines that logo works as the face of organisation. It determines that logo need to be
designed in a powerful and a memorable way (Dessart, Veloutsou and Morgan-Thomas, 2015).
The printed and promotional products works as an effective method through which it is easy for
management to increase their brand awareness across the globe. Therefore, it is mandatory for
Waitrose & partners to design an effective logo that is easy to remember and represent the motive
of organisation.
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To increase business value- Branding is one of the most important features when it is
related with future business. Along, with this the process relates with organisation enhances the
business value to strongly represent their market area. This makes with the more appealing
products it is easy for organisation to increase their market share and its value by giving more
leverage to the industry. This makes it appealing investment opportunity because the firms
established place in market. Moreover, there are various results are also established to generate
positive factors to enhance their business performance by making more investment opportunities
in the market (Brooks and Anumudu, 2016).
Branding generates new customers- A good brand will have to become trouble for
drumming various referral to makes branding. In simple terms, there are various factors are
related with positive impression of the organisation that is generated through various business
opportunities in order to perform the business with in an appropriate manner. Along with this
there are various factors which considered as the most effective methods that is used to advertise
the products. Once the various factors which is considered relates with advertising and word of
mouth.
Improves employee pride and satisfaction- When the employee's works strongly work
for the organisation then it is easy for Waitrose & partners to complete their work with more
efficiency and effectiveness. This governs it is for management for increase in their brand
awareness. This results in increasing the motive factor to enhance their employee's because theur
are related with an well organised organisation that is working with their business performance.
This results that there is positive relations will be generated in the organisation and their
employee's (Du Preez and Bendixen, 2015).
Waitrose & partners is implementing various factors related with brand in order to emerge them
effectively in the business practice. Some of this methods are mention as below:
Make your brand meaningful- Management of the organisation is introducing various
factors that are related with brand strategy. Along with this the main motive of organisation is to
communicate different brands which are related with consistency and communication of firm. Its
make commitment to take care about the needs and giving them positive experience to satisfy the
needs of customer's.
Priorities to market needs- In the present scenario, there are different task are performed
by management such as survey of market, analysis of customer's needs and many more. This
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results it is easy for organisation to establish the brand as one of the major needs for organisation.
Like Waitrose & partners promotes and manufacturer their products for all the segments. This
results it is easy for customer's to approach products of Waitrose easily in the market.
M1 & D1 Critical evaluation and analysis how brands are managed with related theories, concept
and their justification.
Aaker brand equity model
Aaker model was developed by David Aaker as per this model it works as a combination
of brand loyalty, brand awareness and brand association. When the organisation merge with other
business than customer's must provide value for a service or product. It undertakes for different
model which are mention as below:
 Brand as a product- This involves the scope, attributes, quality and value for a product.
This also undertakes the utilize of product in proper manner. This leads Waitrose &
partners to establish them as a brand.
 Brand as organization- This undertakes the organisatiosal attributes that are related with
Waitrose & partners. Further, it provides global operations related with business activity
and operations.
 Brand as a person- This undertakes the relationship of customers related with brand and
to develop positive image among minds of persons.
 Brand as a symbol- By introducing brand with the help of visual symbol and audio in
order to enhance the brand heritage in the market.
With this model the sale of the organisation is increased in appropriate manner. To perform their
work it is essential for them to implement products as a top brand in market.
Theory of brand loyalty
Theories related with brand demonstrate the relationship of the customer's psychology as
per the brand of company. As per this theory positive behaviour relates with organisation through
considering different concepts which are emotional attachment, behavioural aspect and brand
evaluation. In context of Waitrose & partners organisation is focused towards brand evaluation so
it improves their image at a global level.
Brand perception is used as a concept for managing the brand image and develops in the
market as it includes exposure, attention, awareness and retention, exposure means sensing a
stimuli which are available in the market like seeing an ad by customers. Attention means doing
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efforts to recognize the nature of stimuli (Ertimur and Coskuner-Balli, 2015). Awareness refers to
the assigning of meaning to a specific stimuli's and retention includes adds valuable meaning to
one's internal products. These concepts are helps in developing the brand image of the company
as it creates perception among consumers towards their products and services. In addition
displaying an ads leads to rise in the expenses as a result of this the company's can not use their
portfolio management effectively.
P2 Key components for the successful brand strategy to build and manage it with brand equity
Developing the results driven business strategy are useful for organisation because it
helps them to guide and marketing different efforts with in minimum time period. Like solid
public relations, marketing research and social media works as one of the most important factor
that helps to understand entire brand's strategy. Some of the major key components for the
business strategy is mention as below:
Target audience- Waitrose & partners is performing their business at global level, along
with this it is related in B2C business areas. This determines that there are various efforts are
emerged by organisation to identify their target market area due to which it is easy for
management to sale their product in market area (Heding, Knudtzen and Bjerre, 2015).
Brand promise- the message that is speak by the organisation to understand and to
perform their business with target market is relates with management. This determines with the
purchase of brand, customer's will analysis that their expectation are fulfilled or not.
Brand perception- It takes a long time period for the organisation to establish their
business as a brand in the market. Therefore, it is mandatory for the management of Waitrose &
partners to analysis all the previous factors that are related with past. One way that is related with
organisation and its past factors in order to analysis the current needs of customer's so the target
area of customer's will be increased. In context of waitrose & partners brand perception is
essential for organisation because it helps to identify the perspective of customer's towards
organisational products.
Brand values- All the values related with organisation need to be accomplish by the
management. This work as one of the major guidance in order to make effective decisions. This
results it is more management to define their core values among their products by establishing
them as an unique brand in the market.
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In the last, all the above mention factors helps the organisation to perform their work as one of
the most important aspects due to which it is easy for management in enhancing their business
performance as one of most important aspect for brand equity. This determines that with brand
equity it is easy for management to make perceptions particular for different brands, rather than
comparing it with the self-basis products and services. Moreover, with the implementation of
above factors Waitrose & partners easily charge the premium prices of their products that is
generated from a product and can be recognised as superior in quality.
Types of strategies Passive management- Passive strategy is one of the most accepted strategy for investor
who want better returns in the upcoming future. After the 1990, when the globalisation is
at its peak then better results will be achieved by Waitrose & partners. Strategic asset allocation- In the present scenario, strategic asset allocation is one of the
major tool for investors. This determines that with the proper distribution of resources it is
easy for Waitrose & partners to complete their work in effective manner. Value investing- The major objective of the organisation is to increase their value by
investing huge amount in market. It aim to complete their work according to current
existing needs of market. This results Waitrose & products value will be increased in
appropriate manner.
M2 Apply appropriate examples within an organizational context.
Marketing plays an important role in increasing the brand image of a company in the
market. Branding used marketing tool appropriately as it will assists in encouraging more
customers and allows company in differentiate between products from its competitors. This will
helps in collecting and supplying detailed information which provides an opportunities to
strengths their brand equity in market environment (Kelley, Sheehan and Jugenheimer, 2015). In
addition this is a time consuming for the company because this will facilitates valuable
information about the entire market. Also, using the marketing tools and techniques results in
increasing the cost and expenses so Waitrose & partners effected.
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TASK 2
P3. Analysis of different strategies of portfolio management, brand hierarchy and brand equity
management
It is essential for an organisation to adopt different strategies that are related with
portfolio management, brand equity management and brand hierarchy. As it leads the
organisation to make effective decision which helps management to make positive outcomes
from business process. Waitrose and partners is one of the well-known organisation that operates
their business in British super market chain. Moreover, different strategies which are adopted by
organisation that are related with portfolio management are mention as follow:
Portfolio Management:
Waitrose and partners performs their business and its stores at global level. Therefore,
management of the organisation adopts various strategies which helps management to gain
competitive advantage in the market. Moreover, portfolios strategies also helps the organisation
to cover large market area by presenting their products with unique approach in the market(Lin,
2015). Usually there are two type of strategies are undertaken by portfolio management which
helps an organisation to manage their products in an appropriate manner. This strategies are
mention as follow:
Passive Management:
Passive strategy is usually adopted by organisation in order to meet their performance
with the marketplace by overcoming form the competitor's. Waitrose & partners perform their
work in different which are mention as follow:
 Long term trading- This is essential for organisation to enhance their performance by
using portfolio management. It governs that with the long term trading in the marketplace
it is easy for organisation to increase the success area of portfolio. By making investment in market- The company introduces larger portfolio in a market
by making investment in market. Further, the most appropriate for this is to make by
diversification methods.
Active Management:
This strategy must be adopted by the organisation that includes the detail assessment for
various portfolios. It results this is easy for waitrose and partners to formulate an competitive
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edge in the market (Liu and et. al., 2015). Some methods by which Waitrose & partners
implement active management is mention as follow:
 Implement of quantitative analysis- Their are various organisation are included in the
numerical comparisons due to which it is easy for management to select effective brand
strategies.
 Diversification- With diversifying the portfolio, management is able to enhance their
market area easily.
From the above mention management strategies it is analysed that active management strategies
helps organisation to make effective results. It governs that diversification helps the firm to
enhance their market area and profits as it consider all essential aspects and then formulates
results for organisation.
Brand Hierarchy:
Brand hierarchy is the another important aspects for the organisation. This refers that an
appropriate series of products would be sale under the organisation name. Some strategies which
are used by organisation is mention as below:
 House for brands- Under this strategy it is essential for organisation to make an effective
results acts as a brand and sub-brands. This helps an organisation to make effective results
by becoming more strong in their fields. It results in making a product towards brand
management.
 Branded House- The strategy for the brand house act as a brand and sub-brands which
are associated with organisation and their main brand (Punjaisri and Wilson, 2017). This
helps the waitrose and partners to put more emphasis on their sub-brands due to which
more profits are earned by organisation.
 Hybrid Approach- The hybrid approach works as the combination of two different
approaches which are already explained above. In context of waitrose and partners this
strategy works as an effective tool that enriches the market brand by improving their
image in society.
From the above report it is concluded that it is essential for the corporations to adopts all
strategies by focusing on different products and beverages. The other companies or competitor
focus on expansion whereas Waitrose & partners impact on their retail products. It results this is
easy for organisation to formulate effective results.
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Brand Equity Management
In the context of Waitrose & partner this is mandatory for the organisation to adopt all
strategies related with brand equity management. Customer-Based equity model is one of the
most appropriate strategy which is used by equity management. It is developed by Kevin Lane
Keller that is highly related with effective product that works with the concept for generating the
shape of customer's towards organisation.
Stages related with brand equity management is mention as follow:
 Salience- The goal of this step relates with the process of generating more awareness of
organisation and its products among the overall market. This is the first stage by which
customers tend to look and distinguish among different brands in the market. Research
department of Waitrose & partners is more effective because it research about all market
due to which it is easy for organisation to understand customer's needs (Rauschnabel and
et. al., 2016).
 Performance/Imagery- Under this stage, there are two effective stages are selected that
helps the organisation to become more familiar with customer's. Moreover, this stages are
mention as below:
▪ Performance- The first step which is considered at this stage relates with
performance. This is more important because it helps organisation to analyse how
their products are performing in market. Waitrose and partners are expanding their
business with their transportation system that helps management to deliver their
products in minimum time period to its customer's.
▪ Imagery- The concept of imagery is associated with developing a positive
perception about the products and services among the mind of customer's.
Waitrose increases their number of stores, to assess the market by developing a
wide portfolio that is beneficial to address the market in proper manner.
 Judgement/Feelings- Judgement stage starts when the product is finally purchased by
customer's. Their are two different aspects related with this stage that enhances the
response acquired by customer's. So with understanding of this stage it is easy for
waitrose and partners to find out the actual perspective of customer's about organisational
products.
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M3 Critically analyse the portfolio management, brand hierarchies and equity.
Portfolio management helps companies to effectively manage and control funds by
investing in mutual funds as it reduces the risks also and provide dividend as a profit. Whereas, it
deals in abusing their authority by the manager and they charge high rate of expenses
(Rosenbaum-Elliott, Percy and Pervan, 2015). With the passive management it is analysed that
with positive factor it is easy for organisation to perform their work in effective manner. On the
negative side, its performance is impacted as per market situations. In context of active
management objectives of Waitrose & partners are achieved in minimum time period. With the
brand management performance of organisation is impacted positively as it leads organisation to
enhance their work performance for better results of customer's. Brand hierarchies refers to easy
and useful approach for an organisation as it helps in formulating strategies on the basis of
products and requirements and produce effective end results. Whereas brand equity management
requires to manage the customer shapes towards the organization. The disadvantage of brand
equity is its cost as developing the image of brand reputation does not come free or without any
cost.
TASK 3
P4 Brands evaluation on the bases of collaboration and partnership based on domestic and multi-
national level
Brand leveraging exists to utilise the existing brand power with the purpose of entering
the firm towards a new category. It is achieved by communicating all essential information about
the products to the consumers. In circumstances about the Waitrose and partners, tesco is the
organisation that could be invested. It is because the both organisation are the major player of
retail market.
Some techniques related with the brand extension is mention as below:
BASIS LINE EXTENSION BRAND EXTENSION
Definition Line extension work as one of
the major technique that can
help the organisation to
introduces new products by
using their brand name.
Brand extension work as an
effective strategy in which
brand name enters into a new
market and business with using
their existing brand.
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Purpose
The techniques related with
line extensions are adopted by
organisation in order to reach
and target more number of
customer's.
Main motive or purpose for the
brand extensions is to utilise
the present brand equity.
Both of the above mention segment has their positive and negative factors. So it is
essential for Waitrose and partners to vantage on their own brand. Thus, to fulfil the purpose of
brand evaluation the organisation must consider the line extension because this techniques allow
organisation to increase their brand image among customer's.
Collaboration as well as Partnership Agreements
Their are some of the most important partnership agreements are perform their role to
increase their brand name. Along with this it also helps organisation to enhance their brand equity
and its worth among all over the world. In terms of the domestic agreements in the past few years
Waitrose & partners formulates and implements effective agreements with local suppliers. This
results it is easy for organisation to increase their brand name among society. On the other side to
improve the image at global level. Management of Waitrose and partners decided to make an
agreements with the (FSSA) The food safety and standards authority, it results this is easy for
organisation to increase their foods products market area in the oversees market (Su and Tong,
2015). Moreover, with the both above points the major benefit which is achieved by organisation
is that the stakeholders of Waitrose & partners such as customer's, employees and supplier
perform a major role for generating the trust of organisation among society. This results in
enhancing the brand equity of business at global and inter-national level.
M4 Critically evaluate the use of techniques which are used to leverage and extend brands.
Brand extension are more valuable factor for all organizations as it helps in increasing the
brand image of company with minimise their risks. This will results in increasing efficiency of
promotional strategic expenditures which are used to facilitates a large range of products and
services. Using approaches for develop brand image and leverages a company get benefits of
gaining consumer trusts but underlines their existing brand value as they are build or positioned
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