Brand Management Report: Strategies for Portfolio and Equity Analysis

This report delves into the multifaceted world of brand management, utilizing Marks and Spencer as a case study to illustrate key concepts. The report begins with an introduction to brand management, emphasizing its significance as a marketing tool and exploring the crucial components of a robust brand strategy. It examines the stages of building a successful brand, including defining the target audience, defining the brand mission, researching competition, creating a unique proposition, determining brand guidelines, and effective marketing. The role of the marketing department in creating brand equity, encompassing awareness and differentiation, is also discussed. The report then explores various strategies for brand equity, brand extension, and brand revitalization, including the Keller Customer-Based Brand Equity (CBBE) model. Furthermore, it investigates brand portfolio management strategies, brand hierarchy, and their impact on brand equity. The report also provides a comparative analysis of line extension versus brand extension and examines how brands are managed collaboratively and in partnership at both national and international levels. The report concludes by emphasizing the importance of branding as a marketing tool and analyzing the strengths of Marks and Spencer's brand. The report provides a comprehensive overview of brand management principles and their practical application within the context of a well-known brand.

Brand management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction.................................................................................................................................1
Main body...................................................................................................................................2
Conclusion...................................................................................................................................3
TASK 2............................................................................................................................................4
P3. Various strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................4
TASK 3............................................................................................................................................6
P4. Brands are managed collaboratively and in partnership for international and national level.
.....................................................................................................................................................6
TASK4.............................................................................................................................................8
P5. Various kinds of techniques for measuring and managing brand value...............................8
CONCLUSION................................................................................................................................9
REFERENCES..............................................................................................................................11
Online.......................................................................................................................................11
.......................................................................................................................................................12

INTRODUCTION
Brand management is considered as the analysis and plan to understand the brand at
market area. This needs several aspects such as consumer satisfaction, cost, competition and so
on. It is essential to build relation with target consumers as well as components of brands
involves packaging, design and many more (A. TauteSierra, 2014). For this report the chosen
company is Marks and Spencer and Optimum Impression Limited. Marks and Spencer is leading
British multinational clothing, home products and so on retailer. Its headquarters is in London,
UK. The purpose of this report is to explain the significance of branding as marketing tool as
well as key components for good brand strategy for developing and managing brand equity.
Various strategies for brand hierarchy, portfolio management and equity management. Brand is
managed collaboratively as well as in partnership at national and international level. Apart from
this, various types of techniques for measuring and managing brand values are also mentioned in
this report.
TASK 1
Introduction
Brand is considered as any term, design, name and another characteristics that
differentiate firm and their products from others. Its legal name is trademark that presents
company is known as brand name (Austerberry, 2012). Brand Equity refers to the value of
brand which helps in attracting customers and increases the goodwill in the market. Brand
equity assist a company to expand its business as well as create brand awareness. Along with this
it also aid in building strong brand image due to which customer is able to trust the brand and its
quality.
Stages of building a successful brand
According to Arun Agarwal, the stages to build a successful brand is explained as
follows-Determine target audience, In context of Optimum Impression Ltd. while building a
brand it is important for company to think what kind of communication is to be done with
customers which will help to gain their trust. The firm must target potential customers and meet
their requirements in effective manner. Define Brand Mission, In respect of Optimum
Impression Ltd. to build the successful brand, company need to tell their target audience about
their brand and the mission of company as well its goals. Research Competition, To beat
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competitors and make the brand successful, Optimum Impression Ltd. must find out what
strategies they are applying and offers which they are providing to their customers. Create your
Proposition, To create proposition and stand best from competitors, Optimum Impression Ltd.
can provide best services to their customers such as several payment options. Determine Brand
guidelines, Brand guidelines help Optimum Impression Ltd. to make customers recognize about
their brand as well as their company which brings uniformity in various sectors. Market your
brand, optimum Impression Ltd. must prepare effective marketing strategies and spread brand
awareness which will help to attract customers (6 Simple Steps For A Successful Brand Building
Process. 2019).
Role of marketing department in creating brand equity, Awareness- In context of
Optimum Impression Ltd the marketing department of company should focus on brand
awareness to acquire new customers as well as retain their potential customers (Braun, Eshuis
and Klijn, 2014). Differentiation: In respect of Optimum Impression Ltd , marketing
department must produce unique and different products so that customers will be decide which
product is best for them.
Main body
Strategy for brand equity, Quality product and services: Optimum Impression Limited
must modify its product and add new features in it frequently to maintain the interest of
customers on their goods. Competitive analysis, The company Optimum Impression Limited,
must analyse the market to know strategies of their competitors and prepare effective strategies
to beat them (Cooper, Merrilees and Miller, 2015).
Keller Customer based brand equity (CBBE) model,
(Source: Keller customers based brand equity model, 2019)
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This model is divided into four levels which is describes as Level 1: Brand Identity: The
respective company must build the brand identity to make customers aware about the product.
Level 2: Brand Meaning: Optimum Impression Limited must convey the effective meaning of
their brand to influence customers to buy the commodity. Level 3: Brand Response: The
respective company must take feedback from their regarding their brand and what kind of
changes they need in the brand. Level 4: Brand Resonance, The respective company must
maintain the high quality of brand so that customer trust is maintained.
Strategy for brand extension, Measure brand equity- To increase brand extension,
respective company can go through customers preference, level output as well as competitors
which will help them to measure brand equity.
Brand reinforcement, Brand awareness- With the help of brand awareness, Optimum
Impression Ltd. can attract customers to make them familiar with their brand. Brand image, If
the respective company consist of strong brand image then its existing customers will buy the
product at premium price as well as new consumers will be able to differentiate quality of goods
from competitors
Brand revitalization, Rename brand- If any product of Optimum Impression Limited is
out of the market, the company can add new features as well as rename it and launch the product
at market place (Custance, Walley and Jiang, 2012). Reaching out to community, The
respective company can expand its market and reach customers to promote their brand and tell
its quality which differentiate it from other products.
Overcoming brand crises
The Optimum Impression Limited company can overcome the problem of brand crisis by
already planning regarding any threat that can occur while launching a product. In addition to
this the respective firm must take strict action if any issue is ascertained in the brand. Along with
this also take help of the outsider who can guide them to control the crises.
Conclusion
Importance of branding as a marketing tool
Branding plays important role in marketing because brand is something that makes
customers attract towards the company and help the respective organisation to form a strong
customer base. With the help of strong brand image company is able to expand its business
worldwide as well as it also results in increased sales and higher profits (Dohse, 2013). Along
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with this, Optimum Impression Limited will be motivated to apply marketing strategies so that
they can improve their quality of services which will help them to retain their customers
TASK 2
P3. Various strategies of portfolio management, brand hierarchy and brand equity management
Brands portfolio management strategy of firm
Brand portfolio strategy is considered as the umbrella where whole brand lines are related
with particular firm and offers the needs of several market segments. This should provide
leverage, synergy, differentiation and many more. For attaining that objectives, performance
should be continuous for review as well as refine is needed. It aids Marks and Spencer to
ascertain about creating optimum brand framework, utilising components like sub brands,
endorser brands and branded services.
Hierarchy brands management
Illustration 1: Hierarchy of brands
(Source: Hierarchy of brands, 2019)
This is also considered as brand architecture that is the brand structure in firm. This
explains manner through which brand is connected with organisation or is distinguished with one
another. This is also known as integrated procedures for brand developing by assistance of
relation between branding options. Brand portfolio model of Marks and Spencer are mentioned
below:
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 Branded house: In this brand manager utilises only one brand for whole products as well
as categories (Erciş and et. al., 2012). It aids Marks and Spencer to concentrate upon
brands and enhance scale.
 House of brands: This is considered as the brands that are not connected as well as
independent and does not related with each other. This is known as the powerful model
for brand portfolio. In this Marks and Spencer have various brands in similar category
that are mentioned below:
Basis Umbrella brand Product
Marks and Spencer Marks and Spencer is a bran
name as well as it have various
category of products.
By the assistance of product,
clients are satisfied. This deals
into footwear, home products
and clothing.
TESCO It is the brand which deal
mainly into super market and
facilitate product and services.
It deals in several products like
books, financial services etc.
Portfolio strategies utilised for managing brands equity
The portfolio strategies utilise through Marks and Spencer for managing the brand equity
are mentioned below: Active Portfolio management strategy: This is considered as the strategy that is utilise by
firm as well as manager who has potential to face risk into competitive market. With the
assistance of this particular strategy they can attain effective results (Matanda and Ewing,
2012). This is utilise by renowned and better brand that has market share and strength. It
needs more market investigation for development and obtaining efficacious outcomes.
Marks and Spencer applied this strategy to beat competition, enhance market share as
well as sustainability.
 Passive portfolio management strategy: This is considered as the strategy that is applied
by firm who are not in favour to take risk into market but want to develop and grow. This
is essential for enterprise to utilise that factors that facilitate them appropriate returns. It
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is not applied by Marks and Spencer as this do not give more benefits. So, in order to
survive into market respective company have to take risk.
Critically analyse portfolio management, brand hierarchies and brand equity
According to the viewpoint of Adam Hyes (2019), brand portfolio involves whole kinds
of brands that firms owns or which are in a direct relation to another owned brands. Brand
hierarchy is considered as the means of graphically portraying a organisation's brand strategy
through showing nature as well as number of distinctive brand components across their products,
revealing its explicit ordering. Brand equity is the value premium which firm produces from a
goods with a recognizable name when compared to generic equivalent.
TASK 3
P4. Brands are managed collaboratively and in partnership for international and national level.
Brand is considered as an identical, logo, name or symbol which firms utilise to
differentiate its goods from other. Integration of those components usages of developing a brand
identify (Merrilees, Miller and Herington, 2012). Brand expansion aids firm to obtain more faith
in its new product. It aids company to accomplish brand effectualness as well as understand its
products to their clients.
Difference among line extension and brand extension Brand Extension: This is also considered as the brand starching. This leverage image
and popularity of famous brand to enhance the new product demands. A company utilise
a effective brand name for new goods or product category.
 Line extension: This occurs when firm launch any extra items in similar product line
under same brand name (Miller and Mills, 2012). It incorporates a slight twist on brand
development as this used old brand name as well as reputation into similar product
category.
The difference between product extension and line extension is that line extension aids in
enhancing number of goods that is called product category where as brand extension is utilising
present brand name to launch its new products into market area.
Marks and Spencer Strengths
As Marks and Spencer are the leading brand into market of UK that deals with several
products. So, some strengths of respective firm are mentioned below:
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 Market position: Marks and Spencer can make effective consumer conception for its
brand. They are successful in developing a various identify of its brand as well as clients
perceive this in different manner (Rossiter, 2014). From good consumer loyalty they can
obtain market position into market area.
 Quality products: Marks and Spencer are providing premium products and services
quality to its valuable clients. They are providing standard quality of clothes and home
products as per the tastes of consumers. They are famous in clothing segment with
premium products quality.
Marks and Spencer Weaknesses:
Some weakness which by Marks and Spencer required to improve effectual results are
mentioned below:
 Customer satisfaction: Consumers of the respective firm have low satisfaction in
context of return policy and into store experience. This outcomes in clients are switching
the brands.
 Low scalability of supply chain: Marks and Spencer have poor scalability of supply
chain. As firm is trying to reach internationally but unable to provide their goods
internationally. This leads towards remaining of unsold inventory that iccur loss for the
firm.
Thus, suggestion to overcome the weaknesses are: New segment: Marks and Spencer is facing the issues of low sales sue to adoption of
western culture in various countries. As within Asia, there is large demand for traditional
as well as ethnic clothes that permit respective firm to acquire the market by
accomplishing the demands.
 Market segmentation: This is considered as the procedures of splitting consumers into
market within several groups (Schivinski and Dąbrowski, 2013). In this client shares
same interest level and requirements are satisfied through various market proposition.
Marks and Spencer can gain opportunity by splitting consumers by setting up the small
shops. This aids them to minimise maintenance cost and enhance profitability for
respective firm if compared with mega stores. Also, it assists them to maximise
profitability level.
Partnership and Collaborative agreements
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An agreement is performed between two or more brands into research project regarding
work relation nature. This shows the parities to share information, investigation material to
develop the target proficiency of Marks and Spencer.
 Microsoft as well as Marks and Spencer has introduced strategic partnership to convert
the retail experiences by utilising the artificial intelligence power. These partnership will
aids firm to perform together and access the advantages of AI into retail industry for
improving consumer experiences and enhance efficiency of operations.
 Marks and Spencer has done partnership with Nestle for food packaging summit that will
assure the safety of food as well as reduce the customer risk from substance migration.
This also seeks for the food packaging sustainability that plays essential role to protect
food. Moreover, it aids to keep the food for longer duration and minimise the wastage.
Also, assist them to enhance sales and become environmental friendly.
All the above partnership and collaboration aids Marks and Spencer to maximise its
market share as well as being capable to enhance profitability with the assistance of another firm.
Critically evaluate the use of different techniques use to leverage and extend brand equity
According the viewpoint of Braun 2014, various techniques that are utilised to leverage
as well as extend brand equity are brand extension, line extension, brand stretching etc. all these
help company to leverage and extend brand equity which help them to reach out with various
clients and minimise the risk of introducing new products.
TASK4
P5. Various kinds of techniques for measuring and managing brand value.
For measuring and managing their brand value Marks and Spencer use several techniques
which are mentioned below:
Brand value: This can be considered as the fame of the firm into market place. It is a non
tangible asset as well as financial value of all brand. In order to measure the brand value Marks
and Spencer use the following mentioned technique:
 Cost-Based brand valuation: herein, respective firm brand value is measured with the
assistance of total brand assets and liabilities. This involves costs like promotion
expenses, licensing cost and so on.
is:
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 Continuous Innovation: By innovating the products regularly, Marks and Spencer can
manage their brand value for longer time into market. This will also aids in enhancing as
well as maintaining the revenues of the firm.
Brand awareness: This can be considered as the familiarness which consumer have with
particular brands products or services. For measuring and managing brand awareness respective
firm use some techniques are:
 Survey: This is considered as the simple techniques for developing brand awareness. It
restricted by qualitative nature of information and sample size. Marks and Spencer utilise
it to develop awareness about their goods that they are providing to consumers. It aids in
making appropriate decisions regarding products awareness among public.
Market share: This is considered as the portion of market that is obtained by firm to deal with
specific products (Scholz, 2014). Marks and Spencer use some techniques from measuring and
managing market share:
 Market share building: It is the techniques that aids to manage and measure market share
building of firm. Its can be performed by segmenting and innovating the market at
distribution, products etc. This drive to enhance market value and share of Marks and
Spencer for gaining more profit.
Consumer Attitudes: This is considered as the combination of feelings, behavioural intentions
towards things into marketing generally retail store. Marks and Spencer use few techniques for
managing and measuring customer attitudes is :
 Customer satisfaction: This are influenced through satisfaction as if they obtain quality
goods then they feel satisfied and also influence others. Marks and Spencer facilitates
quality products to their consumers to sustain into market.
Purchasing Intent: This is considered as the profitability where customer will buy product or
service. For evaluating this marketers utilise predictive model to identify possibility of upcoming
results depends upon past data. Techniques used by Marks and Spencer for measuring and
managing purchasing intent are: Offers: It can be maintained through facilitating offers to consumers. This enhances its
willingness for purchasing products. Marks and Spencer utilise this particular techniques
to influences clients to buy their products.
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