Strategies for Managing a Corporate Product Brand Portfolio

The essay provides an analytical overview of how businesses manage their corporate product brand portfolios by integrating strategic management practices and effective communication techniques. By referencing seminal works in brand management literature, it explores how a well-orchestrated approach can enhance brand equity and market positioning. The discussion emphasizes the need for alignment between corporate strategies and individual product brands to ensure cohesive messaging and competitive advantage. Key themes include managing brand promises, leveraging designer creativity in luxury brands, and adapting strategies to address organizational culture influences on portfolio performance.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
P1 Explain the importance of branding as a marketing tool and how they help to meet the
needs of business. .......................................................................................................................1
P2 Analyse the key components for successful brand strategy for building and managing
brand equity.................................................................................................................................4
SECTION 2......................................................................................................................................7
P3 Analyse the different stages of brand portfolio management, brand equity management and
brand hierarchy............................................................................................................................7
P4 Evaluate the brands collaboratively and in partnership both at domestic and global level.. .9
P5 Evaluate the different types of techniques for measuring brand value...............................10
CONCLUSION .............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is the analysis and planning process to create company’s image in the
market. Organisation gives their best efforts to fulfil the overall target and accomplish the
objectives and goals. It helps in developing the new image and company stability in front of the
customers. Furthermore, brand management is the perception among the buyers for particular
product and services. This present report is based on brand management of Marriott. It is the best
leading brand in hospitality industry. It will cover different concepts of brand equity. Along with
that, it explains the importance of brand and their elements. Marriott uses different types of
marketing and brand portfolio strategy tools to enhance the brand stability in the market. This
multinational American hospitality company is famous for its luxurious accommodation
facilities. Apart from this, report covers all the important factors which affect the brand
management of the organisation. Furthermore, it will cover new attractive techniques used by
Marriott to enhance the long-term stability among competitors. Moreover, Marriott itself is the
leading company in hospitality sector to maintain its brand positioning. They have different
brands such as Courtyard Marriott, Four Points, Design hotels, W hotels and many more.
SECTION 1
P1 Explain the importance of branding as a marketing tool and how they help to meet the needs
of business.
Branding defines the logo and company identity through which other customers attract
towards the company products. Brand helps to know the company product, design, logo, symbol
and other features which helps to enhance the company brand image. Branding satisfactory the
quality of services like Marriott is very famous brand in hospitality sector because they provide
many prime quality of services to the customers such as they provide prime accommodation,
transportation and food facilities to their visitors(Aziziha, et.al, 2014 ). It gives the best services
to their customers through which they get maximum brand value. Brand is the kind of most
important tool which helps to differentiate the products and services from other companies.
Brand is the key element which attracts customers towards the company. It also helps
organisation to get maximum sales revenue throughout the year. Branding is the most important
component to enhance the business expansion. Marriott needs to give newer attractive services to
keep the existing customers. It creates long terms relationship with the customers. Marriott used
branding in terms of their best marketing tool to promote their new services and products. Brand

is the intangible asset of the company which gives many services to the company in terms of
customers quality, long-term relation and sales revenue. Marriott provides many products and
services on the basis of customer needs and wants. Without serving the customer with finest
services, branding will not get effective(Bakker, 2014). Many big organisations are facing issues
of high competition in the market to overcome from those conflicts. Marriott needs to enhance
the customer preference and improvise their services to attract number of customers. Branding is
the most effective and prominent marketing tool for the company through which they get
maximum sales revenue. It also helps company to promote their new services in the market.
Like, Marriott provides seasonal offers and discounts for their special guests such as in winters,
Christmas eves and for new year plans. Well known hospitality brands organise big parties and
events to attract their potential customers. This increases their branding image in the sector.
Another important term in branding is brand equity which is the most effective tool of branding.
Company value us determined on the basis of customer satisfaction. This analysed that customer
feedback and customer experience with the company. Customers prefer to visit Marriott because
of their prime services. Good brand image gives many opportunities and growth to the company
growth. If organisation fails to achieve the target they cannot make their good image in front of
the customers. They also need to promote their brand through launching new services and
accommodation resorts on the basis of customer demands. Apart from that, visitors also prefer to
select those hotels which have good management behaviour in terms of customers, for that
company needs to maintain the good relation with the customers. It increases the faith and
customer loyalty towards the company. It makes brand equity more powerful and effective for
the company. Brand equity is the tool through which company measure their brand positioning in
the market. Along with that, brand equity also may affect negatively if company fails to provide
better services to the clients. To maintain their brand image in the market, organisation need to
improvise their services and facilities to keep this position in the competitive market. Marriott is
the big and older organisation. It makes good image in the market. Brand equity term also helps
to innovate new services and products to impress their customers in more effective ways. It is
required to take business further, brand is the biggest tool through which company attracts
international and national visitors towards them. This process helps organisation to accomplish
their overall target of Marriott(Cavender and Kincade, 2014). It also increases the productivity
and potential between the customers. This company has big brand image due to talented staff and

good management efforts. Therefore, the hospitality management is the most effective way to
enhance services or products. There are many key elements of brand which helps Marriott to
accomplish the overall target to achieve the business objectiveness some of them are given
below.
 Brand position
 Brand promise
 Brand perception
 Brand image
 Brand value
 Target group of customers.
 Brand positioning
These are the key elements of brand through which brand image get popular. It also helps
to aware the new customers about the services and offers presented by the company. This
increases the future stability of the organisation(Laforet, 2017 ). Healthy market value of the
company will achieve higher level of satisfaction of the customers. It is the best method to
enhance the company image. For that, company needs to understand the needs and wants of their
clients to get maximum sales revenue. Company needs to make innovative plans and strategies
for future time period due to having high competition in the market. It helps company to
maintain the brand equity. This is known as brand management over time. It means make new
changes in services and strategies, which helps to retain the customers. In other terms brand
management over time means. The market involves many challenges and dynamic in nature, it is
very difficult for the organisation to beat them. Company needs to adopt constant changes and
evolution to maintain the brand equity. Nowadays, times are not the same it makes new changes
and challenges every time(Qian, 2014). It is important for Marriott to take new services and
ideas to maintain its brand management over time. Brand management over time get more
powerful and strong when company makes new strategies and developing marketing
programmes. This term helps to reduce the future uncertainties. Like Marriott has different
brands through which they provide various different services to the customers. It makes
organisation more stable and powerful. On the other side, it also needs to create new adventures
services to attract the customers. It gives power to the business brand image. It gives protection
from the future uncertainties(Renton, Daellenbach and Davenport, 2016). Brand is always the

old asset of the company. Furthermore, brand always gives new innovative services and products
so that customer always prefer those organisations in terms of getting services. Brand always
attracts buyers towards the services, apart from that it is based on trust, quality, faith and
company behaviour towards the customer services. It gives more new opportunities and growth
in enhancement. Brand knowledge comes from brand attributes. If company fails to achieve
customer service they will not get attract the customer next time.
To promote brand of the company, manager needs to adopt most popular celebrity to
make advertising plan to promote the company brand for the company needs to adopt the best
promotional strategies to compete with the market. Some clients asked some set of questions to
the company about their product and services. It is the responsibility of the company to address
all the query of clients and get attraction. This question would be related to the company image
and their qualities. Along with that by adopting most cool and popular celebrity to promote the
brand it will give more profit revenue and brand enhancement to the company.
P2 Analyse the key components for successful brand strategy for building and managing brand
equity.
Brand Strategy is the effective success tool to enhance the company growth. It makes
company’s product more effective and also gives sales revenue to the company. Effective brand
strategy tools must be technique and innovative, which attracts the customer satisfaction. It is an
intangible asset of the company which generates sales revenue. It gives value to the company
goodwill. There are different elements which helps to make effective brand strategy. Brand
equity includes brand awareness, quality and brand loyalty. Brand strategy is the plan that
specify the business growth in future times, it gives new ideas and opportunities for the
customers. Marriott needs to develop their business plans frequently to maintain its stability in
the market(Rosenbaum-Elliott, Percy and Pervan, 2015). It helps to sustain the goodwill in front
of customers. Manager of Marriott needs to measure the key factors while making plans and
strategies, it helps to create more sales revenue at global level. Another key element is customer
service, client is the key to success as without satisfying customers, company will not earn
enough profit. For that, they need to give the best quality of services to make them happy and
satisfied. There are some more key Elements of strong brand which helps company to
accomplish their goals and objectives as discussed below:

 Public Relation: It is the most important and effective key components to make brand
strategy more effectively. Customer choice and needs is the foremost duty of the
company to be fulfilled. It makes customer attraction and faith. Client is always had the
good experience with the company which helps in maintaining long term relation. It aids
in making further business goals to achieve the maximum sales revenue. Marriott needs
to adopt healthy customer services to earn customer satisfaction(Sevel, Abratt and
Kleyn, 2017). Furthermore, to attract customers company needs to make effective
marketing promotional plans to make their product and services more prominent. These
promotional plan helps customer to make aware about the new plans of the organisation.
 Brand positioning: it is the another key component of brand strategy which help
company to maintain its position in long term. Brand positioning is the reason through
which customer purchase the reason. It is the process which contains the different
elements to accomplish the overall objectives. Such as Marriott needs to adopt unique
and attractive products. And product must be attractive and distinctive from other
brands. Brand positioning is the positive process which helps company to make
innovative products(Shah, 2015). This component helps to describe what company
exactly does, to whom they target, what exactly they provide to the customer. This helps
to make Marriott brand positioning. It is the most profitable component which gives
more profit to the company. It gives opportunity for further investments. It makes
company strong and stable.
 Brand Promise: it is the another key component of brand equity, Brand promise
connects customers and company with each other top make trust and faith in relates of
services. Customer is very rational, they always consider many other brands and select
only those which is more effective and good organisation. Like Marriott has duty to take
care of their guests, at the time of dealing Marriott promises to customers that they will
get best services and offers through which customer feel secure and safe. This is called
brand promise to their clients. Customer always attracts from the company experiences,
which influenced to other peoples too. Brand promise is the positive activity to enhance
company brand image all over the world. Marriott is the multinational diversified
organisation(Singh and Oliver, 2015). The focus of the company is to give best and
unique services to the customers. Along with that company also tries to attract customers

by given them complementary services. It makes healthy relationship between both the
parties. Furthermore, Marriott needs to make brand promise with their guests to maintain
long term relations. Brand promise is based on employees, customers and key partners. It
justifies the relationship of the organisation. Along with that Hilton also is a big
competitor of Marriott.
 Brand differences : It is the another key component of the organisation. Which helps to
make organisation image and make them different from other brands. Brand difference
make difference in terms of services, prices and other accommodation facilities. Every
organisation try to make their product different and unique through customer can
identified best services. Brand difference is the USP of Marriott, which gives new
customer's attraction. Like through market survey it was recognized that, customer feel
very nice to be with Marriott services they all unique, comfortable and reliable. On the
basis of customer survey. It gets high amount of positive things which explains that It is
the high brand difference in the hospitality market(Tolba and Hassan, 2015). It provides
spa area and different children garden to play. Furthermore, Marriott provides all related
services and information on their websites. There must be one attribute in your
customers mind which create many more visitors. That one attribute will make company
different from other brands. Like Hilton focused on customer relationship which makes
him different and unique. These all qualities enhance the brand value in the market.
Apart from that one thing is which makes company different from each other that is
brand logo, symbol, tag line and services. It must be unique and attractive.
 Brand Personality: it is the another essential key component which help company to
make brand strategy. It also makes company unique and popular. Brand personality
shows the image of the company. Brand personality may give positive as well as
negative impact on the business growth. Like without having customer satisfaction
company will not make positive image in front of the customers. Apart from that if
company make good relationship and provide satisfactory services to the customers, they
will give positive feedback to the company. It helps to make positive impact on the
customers minds which enhance brand personalty. Hilton and Marriott they both have
good personality image in from of their customers.

 Brand story : this is the another key component of the company which attract customer
preference. Every organisation established at a small level for that they need to face
many problems and issues through which they will get many experience and
achievements(Tsimonis and Dimitriadis, 2014). Overall, they make them organisation
powerful and stable. Every organisation has their own success story which gives other
inspirations. Marriott is the biggest hotel organisation created by Willard Marriott, but
now its leading by his son. Its executive chairman is Bill Marriott. Organisation story
shows value and struggle of the person to make small organisation into big one. They
have overall 1.2 million rooms and additional 195,000 rooms in processing. Marriott
ranks 33 position in across the world. Brand Story always connect customers with the
company. This increases the brand image of the organisation in the market. Most of the
time very older company is more than popular then newly one. Furthermore, big branded
value also attract many talented and innovative employees towards the company.
From the above discussion of key components of branding. It helps Marriott to
make better strategic planning to take business further, it also helps to adopt new techniques and
services to give the best overall services to the customers. It also helps to create some more
innovative and creative services to attracts the customer attraction. Furthermore, it also helps to
make effective brand equity in the market (Uncles and Ngo, 2017 ). On the other side company
needs to manage their brand over time. It is the strength of the company which develops
marketing programs. Besides company needs to adopt new plans and technologies to maintain
the brand in dynamic environment.
To promote brand of the company they have to face many challenges and conflicts such
as customer dissatisfaction, changes in needs, dynamic environment, competitive challenges etc.
for that company needs to invent new services and products to retain the customer attraction
towards the brand. Adding to that they always need to consider byers needs and wants. For that
company needs to adopt reinforcement and revitalisation strategies to come over all those
challenges.
Brand Revitalisation: It means company reach to the maturity stage and start getting low sales
and profit in that case company needs to launch new product or services to maintain the brand
value and name.

Brand Reinforcement: customer become tired to consume same boring services or products,
for that brand needs to accomplish the current demands of the buyers and make them happy by
providing new innovative and attractive services.
SECTION 2
P3 Analyse the different stages of brand portfolio management, brand equity management and
brand hierarchy.
Portfolio management is the best and effective approaches to make new essential
strategic plans for the organisation. These approaches makes cost effective strategies which
minimize the possible risk. Portfolio management contains brand objectives, roles and
interrelationship between objectives. The main aim is to get innovative and creative services.
Marriott adopt different brand management portfolio techniques to get effective returns. There
are some strategies which helps Marriott to make attractive business plans as discussed below.
As per the hospitality industries, organisation must needs to create new ideas and innovative
services to maintain its brand position in the market. It helps company to make new opportunities
and growth for the Marriott. It also creates challenging environment for other rival firms. There
are some portfolio strategies through which company make their development plans more
effectively.
 Passive Portfolio Management strategies: Passive Portfolio strategy defines that focus
of the organisation should be on customer needs and wants. This approach relies on the
fact that external market is much competitive and challenging. To earn maximum
attraction from the customers, they need to adopt approaches according to the needs and
wants of customers(Wallina and Spry, 2016 ). This increases the brand image of the
organisation. This approach contains following styles mention below:
Efficient Market Theory: This style of effective theory will explain before making many plan
organisation must consider external market changes to reduce uncertainties.
Indexing: Second style based on the different marketing theory which gives effective
development plans to accomplish the needs and wants.
 Active Portfolio management strategy: This Portfolio approach defines the importance
of return on investments that helps to beat the market forces. It also helps Marriott to take
better decision making plans(Zenker, S., et.al, 2017).

Top Down Approach: in this kind of strategies manager of the organisation concentrate on
market forces and try to minimize the risk involvement factors. It is the top down approach
which gives new method of working to the organisation to build brand image.
Bottom up Approach: In this Bottom up approach, Manager of the company Prefer to maintain
its internal environment other than market trends. Like company enhance the employee
performance to make staff productive and efficient. \
Overall explanation concluded that to make company more efficient Manager of the
Marriott needs to adopt some strategies. It makes company more popular and get higher level of
customer attraction. These frequent changes helps company to be on limelights. On the other side
brand hierarchy, it means company justify its services into different brands. Furthermore, brand
hierarchy means that how many other brands or services provided by the Marriott(Qian, 2014).
Such as JW Marriott Hotel and resort, W hotels, Edition Hotels, Bulgari Hotels and resorts, Ritz
Carlton. Few of them are discussed below:
 St. Regis: It is the brand of Marriott it contains 36 hotels and 8100 rooms. It gives leisure
and prime services to their customers and for business travellers. Marriott CEO said that
St Regis and Ritz Carlton they both are the big brands in luxury segments which helps to
get succeed in the market.
 Ritz Carlton: this is the another brand of Marriott which has 96 hotels and 27.131
rooms. In this hotel main objective is to give best services to their guests, So that they
enjoy their holiday.
 Bulgari Hotels & Resorts: Another brand hierarchy of Marriott. It has overall three
hotels and 202 rooms facilities. It is a kind of resort, it develops its business with
partnership with jeweller and luxury designer Bulgari Spa(Sevel, Abratt and Kleyn,
2017).
Ways of brand reinforced and revitalised
Brand reinforcement is all about re innovate services and products. To maintain their
brand image in the market. It is the process in which company aware the customers about their
new services or offers(Laforet, 2017 ). It helps ton connect customers with the company. For
that both the popular brands needs to make new services and products to sustain in the market.
But due to dynamic changes in the market organisation may face challenges and risks. To
overcome from this issues company needs to adopt some revitalisation strategies, it helps to

sustain its existing position in terms of customers and in the market. There are some strategies
which is important to be adopted
Segmentation: It is the most effective strategies through which company make thir unique
position in the market to introducing new market product and services to attract the customer
attraction.
360 Degree communication: In this another strategies, it defines that both the company should
adopt overall marketing tools to promote the organisation seer vice to get maximum customer
attraction, it helps to make brand image more powerful.
Innovation: Innovation is the necessary requirement to sustain in the market. Frequent changes
helps company to stay connected with the customers.
P4 Evaluate the brands collaboratively and in partnership both at domestic and global level.
Brand expansion is the main objective of Marriott and Hilton. They both are most
concern about their brand enhancement. To earn good management skills and brand value both
the organisation needs to collaborate their business to attract more customers towards the
company(Bakker, 2014). To manage their partnership company needs to adopt reinforced and
revitalised strategies to get higher profit maximization. Revitalised strategies helps organisation
when they entered into global market and have to manage operation activities at global market. It
helps both the organisation to maintain its business at global and domestic level according to the
needs of market. Furthermore, to achieve collaboration strategies company needs to adopt
strategies to develop new product and services to the customers. It helps to make new market and
opportunities through which both the companies get maximum profit revenue(Uncles and Ngo,
2017 ).
P5 Evaluate the different types of techniques for measuring brand value.
Brand equity is the tool through which company measure its brand value. Manager
evaluate their Brand value through different factors like, customer feedbacks, Customer surveys,
Online customer Visits, employee turnover. These all factors defines the company brand value in
the market, After that Manager takes corrective action plans to overcome from the challenges.
There are some measurable techniques to give them best results(Renton, Daellenbach and
Davenport, 2016).