Brand Management Report: Brand Strategies, Nestle & Kitkat Analysis

This report provides a comprehensive overview of brand management, focusing on key concepts such as brand equity, brand portfolio strategies, and brand building. The report begins with an introduction to brand management and brand equity, outlining the stages involved in building a successful brand. It then delves into the strategies for strengthening brand equity, including brand awareness, brand extension, and brand revitalization. The report also analyzes brand portfolio strategies, brand hierarchy management, and the methods for maintaining brand equity within an organization, using Nestle and Kitkat as examples. Furthermore, the report evaluates different techniques for measuring and managing brand value, providing a detailed understanding of the practical aspects of brand management. Finally, the report concludes with a summary of the importance of branding as a marketing tool.

Brand management

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
Introduction..................................................................................................................................1
Main Body...................................................................................................................................3
Conclusion...................................................................................................................................3
TASK 2............................................................................................................................................4
Analyses the brand portfolio strategy, Hierarchy Management of Brands and Strategies to
maintain the Equity of the brand..................................................................................................4
Hierarchy Management of Brands...............................................................................................4
TASK 3............................................................................................................................................7
Brand extension and leverage......................................................................................................7
TASK 4............................................................................................................................................9
Evaluate different types of techniques for measuring and managing brand value......................9
CONCLUSION..............................................................................................................................11
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand management is the concept of developing knowledge of the term brand. It includes
developing a promise and making that promise maintained. Brand is the strong concept that
develop the company positioning and brand value in the market. In other words, company brand
value having the high impact on the customer demand in both positive and negative way. Present
study will discuss the two most popular brands Nestle & Kitkat, also the report will consider the
Optimum Impression Ltd company in order to explain the marketing concept. Therefore, the
brand management will further outline the concept of branding and justified how branding is a
marketing tool. Also, the study outline the key components of a successful brand strategy for
building a brand strategy for building and managing brand equity. Brand management also
consists brand portfolio and brand hierarchy management that will also the report will further
developed. The whole study will further described about the concept of brand leveraged and
explain the brand the term brand awareness, market share, consumer attitudes, purchasing intent
etc.
TASK 1
Introduction
An overview of Brand and Brand Equity along with the stages building successfully
Brand & Brand Equity
Brand equity is a marketing term that describes a brand value and its importance within
the business. It is play a high valued determined by consumer perception of and experience with
brand (Batey, 2015). With having good brand value it will help company and also can charge
more for a product with a great deal of brand equity. Excellent brand equity is also very helpful
to boost company stock price. In other words, Brand equity can be the reason of brand extension
and brand recognition.
Stages of Building brand
Listening : Listening is the tool that help to better understand the insight knowledge or
wants of the customers (The 5 Stages of Brand-Building, 2019). In other words, Organisations
should need to be research on market in order to measure the current needs and demand of the
buyers. This step can helpful for the brand to sustained the brand value of the company in the
market.
Envisioning : The term envisioning is define the imagination that customer made for the
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brand. It comes from brand logo & design (Datta, Ailawadi and Van Heerde, 2017). However, it
would be wrong to underestimate the role of logo design. It is the basic mark of brand identify
that makes the customer more curious to buy a product or services.
Communicating : Way of communicating the message from company to customers
which is very important and necessary for the brand to maintained the brand equity.
Communication channels through company communicate the new information to the buyers.
Such as Advertisement, promotion and high influencing business opportunity and gain (Dens and
De Pelsmacker, 2016). External component of communication is planning, executing and
awareness campaign throughout the business gain.
Living : Living stage is the another second image of brand building that helps to
strengthen the brand decision making that touch every aspect of the business and growing the
business objectives and gain objectives into efficient manner.
Measuring : Measuring the stage which strengthen the process to strong the better the
corrections as required to eliminate the chances of failure.
However, by the help of following five stages it can helps to build the strong brand
equity.
Role of the marketing department in creating a brand equity
Aaker's Brand Equity Model
According to model Aaker's brand equity model it has been analysed that, Brand equity
play a most essential role for marketing that can help to better promote the business products in
the market (.Keller, 2016). According to Aaker Model it describes the five categories of brand
assess such as given below:
Brand Loyalty : Brand loyalty is the potential term that keeps the loyal customers connected
with the brand as long period of time. Besides, it can also helps to enhance the customer focus on
the brand as well. So In order to promote the brand in the market, Brand loyalty is helpful to
marketing the company product or services.
Brand Awareness : Brand equity is leverage the information or about the brand for the potential
buyers. It enable to assist associate anchors, familiarity, maintained the product sustainability
and consumer consideration.
Perceived Quality : Perceived quality refers to the brand recognition that helps to communicate
information to the buyers (May, Monga and Kalaignanam, 2015). However, Brand quality makes
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the brand differ from the other brands. Perceived value creates the reason to buy a specific
product of the company.
Main Body
Strategies to strengthen the below given terms :
Brand equity : Brand equity can be strengthen by implementing some important
measures such as generate brand awareness globally and create more customer reach. The greater
awareness can increase greater company brand value. Also Organisation can understand the
customer perception through they can meet their needs and wants accordingly (San Martín and
et.al., 2018). Some other strategies also company can apply to its own brand equity such as
understand the customer needs, create healthy relationship with stakeholders, try to gain
customer loyalty.
Brand Extension : Brand Extension is the term it defines how company or a brand can
extend their business into new direction either by market expansion or product expansion. In
order to brand expansion, some popular brand can need to apply some strategies such as Re-
positioning the same product in a different form with some packaging, sizing etc. or either brand
can change the prices to attract customers. This strategy can helpful to regain the position in
market crisis.
Reinforcing : This is the process of upgrading the structure or a system in order to
improve the brand value (Stobart, ed., 2016). For that, company can renovate their store outlets
or either they can offer some discounts on products etc.
Revitalising brand : In order to strengthen and revitalising the brand company need to
be customer oriented, re-name the brand name, streamline and simplify all such strategies or way
can helpful for the brand to revitalise brand.
Conclusion
Importance of branding as a tool of marketing.
Branding is a most important concept to develop the brand value and brand extension. It
can helps to create consumer preferences, number of more buyers for the company. It also helps
to generate the company revenues in terms of development. Along with that, it makes the study
more efficient and best to make the study more reliable to gain the business objectives.
Brand is important for marketing tool to help company to survive in the market
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permanently (Stobart, ed., 2016). Brand expand the business worth as to increases the value of
the brand at international. It helps to increases the brand awareness among the leading market.
However, it has been seen that, Branding is a necessary tool to promote the company new
product or services as well.
TASK 2
Analyses the brand portfolio strategy, Hierarchy Management of Brands and Strategies to
maintain the Equity of the brand.
Brand portfolio is always known as a umbrella which secures or safeguard all the product of the
company under the belt. Brand portfolio plays a very crucial role for the business as it helps the
business in dealing in any market or in any situation with the variety of the product line available
to be offer to the customer. The Brand portfolio also helps the business in differentiating the
product of the company with the other product Line. Nestle, one of the biggest manufacture of
the consumer good in the today scenario used to used the Brand of the house strategy and house
brand both type of the strategy for the purpose of the Brand portfolio. In which the company
used to launch the product of the company in the same group title brand which means that there
are different type of the product under the single sort of the brand name. At the same time the
company also used to launch the product in the own name also (San Martín and et.al., 2018).
Nestle used to manufacture the variety of the product in the same category of the brand and all
the category are having the different brand name. This strategy offers the variety of the benefits
to the company such as it increase the efficiency of the work of the Nestle as the marketing
strategy used for one brand covers the variety of the product of the organization. It also helps the
business in getting the confusion free result from the market as this strategy helps the business
in defending the competition by keeping every offering under the one belt. It also helps the
Nestle in building the strong brand that can lead to growth in the future. This strategy also helps
the business in evaluating the performance of the own as it clears the company about what the
brand is performing good and not performing good in the long run of the business. As the
company is using the both the strategy it helps the company in covering all the aspect regarding
that.
Hierarchy Management of Brands
There are many brand portfolio of the nestle and in that there many different type of the product
in that, the Hierarchy management of brands in the Nestle. As the most famous brand portfolio of
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the Nestle is the Maggi and there are many product under which such as the Maggi 2 minutes,
Maggi dumdaar, Maggi Bhuna Masala, Maggi healthy sups. The nestle are also having the
product in the name of the own company for eg. Nestle Milkmaid, Nestle everyday dairy, Nestle
every day ghee. The Hierarchy Management of the brand in the Nestle can be better understand
with the help of the above diagram as it shows the clear description of the product line of the
company offering (Voss and Mohan, 2016).
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Illus
tration 1: Brand Hirearchy
(Source : Brand Hierarchy of Nestle, 2017)

Strategies to maintain the Equity of the brand in the Organization
The company can use the Keller's customer based equity to maintain the brand equity in the
market as it will help the business in understanding the purpose role and importance of the brand
in the market.
Identity: This is the stage in which the company has to make sure that the company is able to
send the write message toward the customer of the company. The message should identify the
identity of the business in such a way that the customer find it easy to understand the what the
brand is all about and they find the message some sort of the useful for them and the society.
Generally this sort of the message is passed by the company with the help of the different sort of
the tag line.
Meaning: The next stage according to the model is that the organization has to make sure that
they carve out the real meaning of the brand as the identity is already in place in the first stage
and this stage will help the business in building the good and the loyal customer for the business.
Brand meaning not only means the quality or the price of the product it is the formation of the
many aspect such as commitment to specific social causes, your dedication to customer service,
or just about anything else.
Response: The company has to make sure that the company is able help the customer after the
purchase by hearing and implicating the suggestion of the customer.
Relationships: The last and the mos important stage is to build the relationship with the
customer by the help of the service and the product offer by the brand (Kellers brand equity.
2018).
TASK 3
Brand extension and leverage
Their are many different ways through which the company can leverage the brand equity
and it will helps the business in different ways. Some of them are as follows:
Brand extension: It is the strategy in which the company can intro the new line of the product in
the old brand name only. It helps the business in using the less amount of the investment in
leveraging the brand equity. As the company can use the same strategy for the new product also
which has helped the company in the previous product. Loyal customer can also be attracted
toward the new product of the same brand name.
Line extension: It is the approach which explains that introducing the new product in the
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previously product line only. This extension is generally used when the company is looking to
attend the new customer who are desiring the new benefits in the market. Generally this helps the
business in getting the competitive advantage as the product brought by this is generally a
innovative product (Stobart, 2016).
Brand stretching or vertical extension: It is the approach in which the company used to go into
the entirely new market by seeing the opportunity present in that market. This helps the business
in covering the wider market area and also helps the business in getting the competitive
advantage as the opportunity uncertain is not uncertain by any other company.
There are many weaknesses of Kitkat company which may have need to attention
providing and improve by giving possible solutions are as follows:
Causes of health problems
The fine quality of products of Kitkat are not provide in the remote areas and the fake
quality is prepared in the market in their names. This can be damage their image of products at
marketplace. For that company should use best quality of product and raw material to prepare
products (Laukkanen and et.al., 2016).
Difficult to manufacture
Kitkat company have weakness which is difficulty in manufacturing products and also by
providing services. With this company face problem which not manufacture products on time.
For that company can use best technology and manufacturing techniques. That is help to give
best quality of products on time.
Collaborative and partnership agreements
Collaborative and partnership agreements are most effective ways to explore their
business at marketplace in effective manner. This will be effective and valuable for business. For
that company can use some techniques which are as follows:
Licensing:
Licensing is the best agreements which is provide the best and effective ways to provide
licence for expand their business with new products and also at other county.
Franchising
It is the form of business by which owner of product can obtain distribution through the
dealers. This will help to business by giving rights to their business other in order to use logo and
name and model to third party.
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TASK 4
Evaluate different types of techniques for measuring and managing brand value.
Brand management is the main function of marketing which uses special techniques in
order to increase values of product at marketplace and customer. There are various methods and
techniques which are help to manage brand values of Nestle corporation. The evaluation of brand
image is highly help in order to manage product values at marketplace. Different types of
techniques are as follows:
Brand value:
Brand value is the most important aspects for company in order to manage brand values
at marketplace. There are various techniques for measuring brand values which are sales,
customers reviews and awareness (Morhart and et.al., 2015). For example: Sales of product is help to management of Nestle in order to measure brand value at
market place. This is effective and valuable for the business and its growth factors. Like
sales of products of Nestle is increase by purchasing customers then value of product is
increase.
 Customer review is also techniques of measuring brand values like customers are give
best and positive feedbacks on social media and to other peoples. By this other peoples
are also know about product of Nestle.
In order to manage their brand values Nestle company have to provide best quality of product to
customers.
Brand awareness
Brand awareness is important and essential for the business and its customers. Customer
knowledge of your products and services are very important part of the brand equity. There are
some techniques for measuring brand values such as market research and online feedback. Both
are best and effective ways in order to measure value of Nestle products. For example: Market research is way of analysing and measuring brand image and values at market
place. Like company is do market research by asking some questions and taking reviews
from customers (Elbedweihy and et.al., 2016). With the help of this, management is able
to know about values.
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 Online feedback is greatest way to increase values of products at marketplace. Like
online feedback will give positive impact on other peoples. By receiving online feedback
management of Nestle is able to measures values.
For managing their brand awareness management is can make best marketing strategy like
promotion channels by online channels and social media (Batey, 2015).
Market share
The market share is the portion of a market which is controlled by a particular company
or the products. The market share is very important for the business because market is biggest
slice of more profit potential. Here is use best technique to measure market share which is
percentage of sales. For example: proper percentage of sales is help to measures market share of
company. Like sales of Nestle product are increase by the 10% by this finance manager is able to
measures market share of products and services at marketplace. It is best ways to measures
market share. In order to manage market share at market share of company. Nestle should
provide best quality of product to customers.
Consumer attitudes
Consumers are individuals with likes and dislikes. The consumer attitudes vary greatly by
country which are depends on development status. The best technique to measures consumer
attitudes which is customers survey. Customers survey is the best source which is help to obtain
and gathered best information about customers satisfaction. Customers satisfaction is the level
with existing products and their opinions regarding to the new products and services. It is the
systematically developed procedure by the marketer in real times (Dens and De Pelsmacker,
2016). For example: manager of Nestle often used when the target population under study is
large. In this management direct interview and mailed questionnaires by the selected sample
consumers. This will be effective and valuable for the business and its growth.
Purchasing intent
Purchase intent is the probability which is customers will purchase a products and
services at marketplace. In order to evaluate purchase intent manager of Nestle uses predictive
modelling which is help to identify the outcomes for future based on historical data. This will be
depends on the variable on several external and internal factors. For that manager is measure this
with the help of satisfaction gained by customers (Keller and Brexendorf, 2017). For example:
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satisfied customers are give best comments and contribute to increase sales by more purchasing
products and services. By this Nestle company is able to measure purchase intent.
Those are the techniques of measuring brand values of Nestle. In order to manage their
brand values of Nestle at marketplace to provide best quality of products to customers.
CONCLUSION
As per the above mentioned report it has been concluded about the brand management and its
impact on the overall company performance. How brand established the company loyalty or
customer satisfaction. Study concluded the concept of brand equity by the help of given brand
equity model. Also the study justified that how brand equity is the important role in marketing
department. In the next section report has been talked about the concept of brand portfolio and
ways of leverage the brand. All such objectives & strategies can helpful to gain the brand value
and outputs. Report also concluded about how organisation can measuring the brand value by
following ways such as brand value, brand awareness, consumer attitudes etc.
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REFERENCES
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equity align with sales-based brand equity and marketing-mix response?. Journal of
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Elbedweihy, A. M., and et.al., 2016. Customer relationship building: The role of brand
attractiveness and consumer–brand identification. Journal of Business Research. 69(8).
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Keller, K. L. and Brexendorf, T. O., 2017. Measuring brand equity. Handbuch Markenführung,
pp.1-32.
Keller, K. L., 2016. Reflections on customer-based brand equity: perspectives, progress, and
priorities. AMS review. 6(1-2). pp.1-16.
Laukkanen, T., and et.al., 2016. Does market orientation pay off without brand orientation? A
study of small business entrepreneurs. Journal of Marketing Management. 32(7-8).
pp.673-694.
May, F., Monga, A. B. and Kalaignanam, K., 2015. Consumer Responses to Brand Failures: The
Neglected Role of Honor Values', Brand Meaning Management (pp. 257-291). Emerald
Group Publishing Limited.
Morhart, F., and et.al., 2015. Brand authenticity: An integrative framework and measurement
scale. Journal of Consumer Psychology. 25(2). pp.200-218.
San Martín, H. and et.al., 2018. An integrative model of destination brand equity and tourist
satisfaction. Current issues in tourism, pp.1-22.
Stobart, P. ed., 2016. Brand power. Springer.
Voss, K.E. and Mohan, M., 2016. Corporate brand effects in brand alliances. Journal of Business
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