Brand Management Report: Brand Strategies of Google and BMW Brands

This report provides a comprehensive analysis of brand management, focusing on the strategies employed by Google and BMW. It begins by defining brand management and highlighting its importance as a marketing tool, outlining key elements of successful brand strategies, and identifying challenges in brand development. The report then delves into brand portfolio management, exploring various strategies and brand hierarchy management techniques, with specific examples from Google and BMW. The report examines brand equity management, the role of collaboration and partnerships at both domestic and international levels, and techniques used to measure brand value. The analysis covers brand strategies, brand portfolio solutions, and the application of these concepts to Google and BMW, providing a detailed understanding of how these companies build, manage, and extend their brands.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................1
SECTION 1......................................................................................................................................1
LO1 Demonstrate an understanding of how a brand is built and managed over time.....................1
P1 Importance of branding as a Marketing tool .........................................................................1
P2 Main elements of a successful brand strategy........................................................................2
main challenges developing a brand...........................................................................................3
SECTION 2......................................................................................................................................4
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built and
managed...........................................................................................................................................4
P3 Various strategies for Portfolio Management, brand equity and Brand Hierarchy
management................................................................................................................................4
The brand portfolio strategy........................................................................................................4
The brand equity management using the CBBE model..............................................................6
LO3................................................................................................................................................10
P4 Brands managing collaboration and partnership at domestic and international level .........10
Extension approaches and strategies of BMW and Google at domestic and global level........10
Collaboration and partnership of BMW and Google................................................................10
P5 Various types of techniques top measure brand value in context of the google and BMW.
...................................................................................................................................................12
Brand measurement techniques in relation to both brands.......................................................12
Conclusion.....................................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management is an important aspect which will help to set a particular image into
the customers mind. Brand management refer as the function of marketing that uses techniques
to increase the perceived value of a products line or brand over time. The report will be consist in
two sections and chosen organization are Google and BMW to demonstrate an understanding of
how bran is built and manager overtime. Analysis of brand are organized in portfolio and
hierarchy of both the brands. Evaluation of brands extended over time domestically and
internationally. Techniques uses for measuring and managing brand values over time.
SECTION 1
LO1 Demonstrate an understanding of how a brand is built and managed over time.
P1 Importance of branding as a Marketing tool
Brand refers as the identity of the company name as per their logo. Name of the firm or
any tag line used for the product(Apostolopoulou, 2015). As it set for the long period which will
help to recognise customer easily. A brand is a product, service, or concept that is publicly
distinguished from other products, services, or concepts so that it can be easily communicated
and usually marketed. A brand name is the name of the distinctive product, service, or concept
For example BMW and NIKE.
branding an important marketing tools
Branding is an important marketing tool because it will help to the identified to the target
market and customer will easily recognize product and services(Levine, Haughom, and Frank,
2014). They have certain objectives of brand such as established credibility of goods and
services and connecting to the customer emotionally and main element in their behavioural
changes. A brand will consist of several component such as follows:
 Name of the organization
 Brand Logo
 Brand Theme and message
 Brand sound
 Packaging of the Brand
 Experience of Brand
importance of brand as marketing tool such as follows:
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 It will help to recognise: brand can recognised to the customer for recalling various goods
and service which are associated with the particular brand.
 To gain the customer loyalty It is proven that customer are associated with that brand
only which is able to build the trust. As the brand will help to build trust and customer are
more loyal towards the particular brand due to high quality of goods and services with
them.
 Increasing popularity: Each and every organisation required high credibility and image in
the market(Buil , Martínez and de Chernatony, 2013). Customer who are not using the
brand goods and service they are also familiar with that particular brand due to increasing
popularity by consistency maintain the quality for set strong brand.
Therefore branding the process of creating an image for a good and service which will
help to achieve better customer satisfaction. As the branding will help to achieve the objective
of the firm which is necessary to increase sales and revenue.
P2 Main elements of a successful brand strategy
There are various key elements of a strong brand such as follows:
 Target Audience: This is the main element of brand in which target customer who buy
the goods and services which are adding value by organisations.
 Brand Promise: it is a message which will speak to the target market in terms of
commitment of any particular brand(Mosley, 2014).
 Brand Perception: It refers as the customer perceive the brand image after using the
good and service. Brand perception can be positive or negative.
 Brand Values: The core value of a particular brand which can be reflect on good and
services.
 Brand Voices: it refers as how the organisation is using it brands to set its personality
and image in front of the customer. For example, structure and size of goods.
 Brand Positioning: it is a tactic in which the brand can be set into the mind of customer.
Manage and develop a brand over time
Brand can be easily manage and develop over time with the effective rules and
regulation. Legislation which are associated goods and services, on the other hand brand can be
develop by adding new technology and innovation for the development for the betterment of
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goods and services. There are various principle can be used for better management and
development of a brand which can be describe below:
 Brand need to clearly define this can be the major important aspect for the brand that has
to be clearly define brand in terms of mission, vision, position, value and ethics.
 Brand is an business model which required the trust for maximizing the potential for
better development.
 Consistency in the brand performance in terms of cover market share and customer
attraction will help to develop as well manage in better manner(Munar, 2012).
 Start inside out in term of developing a brand over time in which stakeholder need to tell
what they feel and think for the brand. There review will help to published for the
customer attraction.
 Connect the emotional manner in which the brand has to be connected with customer in
emotionally which will help to gain trust and increasing brand loyalty.
main challenges developing a brand
The various challenges developing a brand such as follows:
 Treating brand as asset: This can be the major challenge developing brand in which the
brand should be treating like an asset where the financial outcomes in relation to focus on
the various method are adopted as per long terms to build an asset.
 Possessing a compelling vision: For every brand it is important to make different vision
which can be add value for customer and motivate employees.
 Creating new subcategory: This can be another challenge developing for a brand that is
innovation and new idea made for the subcategory which will help to take the competitor
advantages(Syngal, Brand and Burt, 2015). Only the innovation and idea will help to set
strong brand image in the market.
 Generating Breakthrough brand building: This challenges for developing brans can in
terms opportunity need to find to build brand. It can be idea which is suitable for the
brand has to implement instantly.
 Achieving Integrated marketing communication: For every brand this can be the
major challenges for effective development. As the various methods select for the
communication in terms of advertising, public relation, digital marketing to achieving the
integrating marketing communication.
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SECTION 2
LO2 Analysis how brand are organized in portfolio and how brand hierarchies are built
and managed.
P3 Various strategies for Portfolio Management, brand equity and Brand Hierarchy management.
The brand portfolio strategy
The brand portfolio strategy consist of various component for taking effective decision in
terms of introduce out brands and sub brands, extended a brand into different categorise, position
a brand as premium or lower price, beginning into new market, luckily in various firms,
consideration of the brand portfolio exist in a effective manner. But there are various challenges
and step occurred while managing the brand portfolio strategy such as follows:
Step 1: Identify the most powerful brand in a portfolio:
It is important for the firm to set the priority in terms of effective brand portfolio. The
financial performance and strategic purpose have to undertake.
 Revise Strategic Intent: This can be the most important aspect for brand portfolio in
which firm have to revise the strategy purpose to build strong for the future. It will allow
brans to set the clear strategic role(Drabek, 2012). The role will include in a set of certain
question such as which brand have clear target segment, which brand have ability to
increase the market, Brand which will play an key offensive or defensive role.
 Evaluate Financial performance: revise strategic intent is over then next is recognised
the brand which have significance contribution to monetary performance. Revenue data
will easily help to set priority of brand from the side of financial position.
Step-2 Define brand Portfolio Solution
Formerly the most applicable brand have been recognised than next step is to set brand
portfolio solution. It will help to target customer into the market. Solve these issues with the help
of effective brand aligned with the customer agreement. To know the customer segment which
is not deserving. It corrects that the impact of commercialisation help to recognise winning brand
portfolio strategy(leijn, Winfree and Bartomeus, Ricketts, 2015). But the most important thing is
to consider to make high brand by enhancing customer, buying purpose, taste and preference of
customer.
Step-3 Establishes a brand Portfolio Roadmap:
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Once the portfolio solution have been defined well set brand portfolio roadmap for the
different roles and responsibility by setting priority for particular brand. The brand which need to
invested for better impression. The funding set for brand which help to increase the growth.
Therefore, firm don't have too many brands to serve their customer. It can be possibility which
survive to do many more by re-evaluating brand portfolio strategy.
Types of Brand strategies
Brand House: As per this model the organisation is the brand. Service and market sector which
are subset of that primary brand and are not basic branded. Google is known for such type of
model under which small organisation can successfully pull off this model. Hence, the branded
house approach is also known for one organisation brand strategy. It is a single brand in which
the logo mark, marketplace position and messaging.
House of brands: This strategy model of brand is focus on the subset brand. The basic brand get
little or rare attention. Google have various brand in which they give lees attention on their
products. A house of brand approach need important investment in dedicated resource because
each brand operates as its own organisations terms of brand element and messaging.
BMW brand Management: Brand Management of BMW revolves around the same
concepts of brand management and marketing. BMW has been top of the line vehicle amongst
the category of cars for many years. It is still the best car in the world according to many people.
BMW has always been a manufacturer of cars that denote luxury.
European manufacturers, who target these cars to rich and upper class of every country and
economy, have manufactured BMW. Having its headquarters in Munich, Germany, BMW has
made great name and fame. When we talk about Brand Management of BMW, we can always
look at the marketing mix that has been used and is still being used so that the band flourishes
and can sustain its position in the market for a long time. It gives the brand its true meaning and
in this case, it has given BMW its strength and identity. Brand management for BMW has
always been done in a way that has made the customers stay loyal to it for long and relate
themselves to the brand. The target market for BMW has always been the elite class. Ethnicity is
this has never been a concern.
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Illustration 1: BMW Brand Management Hierarchy
Source: www.tutorialspoint.com

Google Brand Management: According to the global brand ranking 2017 google is at the second
position. The product division will handle all the task related to issues in the goods and services
which and develop according to the requirement of the customer. For legal issues they have
separated division and at the end Google organisation will be associate as whole.
Google offer various good and services and Endorse sub brand such as : Google Ad word.
Google App, Google map, you tube, pixel 2 phone, Gmail, Google scholar, etc.
The brand equity management using the CBBE model.
Brand Equity:
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Illustration 2: Google Brand Management Hierarchy
Source: www.pfoertsch.com

It is described as brand value. Brand equity means to alludes to an esteem premium that
an organization creates from an item with an unmistakable name, when contrasted with a bland
identical. Organizations can make mark value for their items by making them noteworthy,
effectively conspicuous, and predominant in quality and dependability. Mass promoting efforts
additionally help to make mark value. This value will be determine by the customer previewed to
a particular brand with their experience. The brand equity can be positive or negative. A positive
brand equity had value in terms of organization demands high price for products with a great
deal for a brand equity. While the negative brand equity will be made when the organization is
failed to made their promise(Solomon, 2014). As the organization have to focus on the positive
brand equity which are important for achieve the business objectives.
This will help to bring the effective outcomes and better customer attraction with the
firm. Brand equity management is an important aspect for the organization which help to focus
on the customer satisfaction and increase profit.
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Form the illustration it can be easily understand the customer loyalty which will help to bring the
effective brand equity.
 As the resonance of BMW emotionally attachment due to higher brand equity of the firm
which make the better connection to the customer. As they have 19 million follower on
the Facebook including upper class and lower class.
 Judgement on the basis of the organisation which focus on the high quality on the process
of production for maximise the customer satisfaction. The Advancement of technology
used to make the safe vehicle. As the BMW Market leader will be the most important
aspect for the organisation in which they has set up high brand in the market. They
believe in innovation which can be easily help get brand equity.
 Feeling: For the BWM customer they are more joyful,confidence, self respect, safety
after using then Brand goods and services(Bettiol, Di Maria and Grandinetti, 2012.).
 Performance: BMW performance is effective in the market due to powerful engine of the
vehicle, attractive design, comfortable seats, high quality material, retail stores and price
will be based on the premium customer.
 Imagery: The leadership of the BMW is based on elegant. According to the customer
products is based on the trends and it like sporty. The most important thing in the BWM
vehicle is the environment free.
 Salience: As per the brand equity model the customer perception for BMW is an
premium and luxury auto-mobile manufacture. Brand recall of the organisation up to
60% of top on mind and 100% brand name recognisance from the customer which can be
set a strong brand equity.
Brand equity management of Google using the CBBE model
 Resonance: It is the necessity for the customer to use the various search engine and
good of the google. As each and every second the3 follower of google increased. From
the top to bottom level user required the organisation services but the products are based
on the premium customer. Connect with the user on each and every day operation.
 Judgement: user are satisfied with the service and innovation and cover the market.
 Feeling: Effective service in terms of android smartphone and search engine services.
 Performance: Premium products and user friendly services to each and every person
 Imagery: innovator and Trendy.
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 Salience: Premium and user friendly products and brand recall is 100% specially name of
the firm.
Way by which the brand are reinforced and revitalized.
Brand fortification is the instrument which urges relationship to keep up its photo in the
market. In this strategy affiliation make new thoughts and progress intends to upgrade the
affiliation stamp respect. Each affiliation impel its photo by given new contemplations and new
things in the market. This assistance technique pulls in more new customers and favourable
position wage.
 Dispersal new changes: Due to high dispute in the market. Affiliation goes up against
unpredictable state of dispute. To vanquish these impacts affiliation needs to spread new
changes in the market like google dependably present new strategy of android telephone
and associations to draw in more new clients.
 Progress: Development is the key bit of each relationship to battle with the other forceful
affiliations. Movement is the headway factor through which affiliation get new game
plans pay it makes condition challenges and strong.
 Market Segmentation: To keep up the affiliation stamp respect it is fundamental to grow
new market division to extend the business. Like google make impressive watches and
contraptions in the wake of making iPhones. Market division is the best to keep up its
photo tough. It gives more open doors and progression. Due to having high conflict in the
market affiliation needs to get new market designs.
 360 Degree Communication: According to this present structure's google utilize their
distinctive displaying mechanical assemblies and methods to fabricate the capability and
ampleness provoking the progression of a stunning or engaging brand picture.
LO3
P4 Brands managing collaboration and partnership at domestic and international level
The brand leveraging is one can create another one in additional brand or sometimes it
can be done by using the existing brand name in support to launching new products or services is
called brand leveraging
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Extension approaches and strategies of BMW and Google at domestic and global level.
The various extension approaches which had google and BWM used such as follows:
The project and framing system development used by google.
 Project extension approach used by google to know the various planning used in the firm
for future. Also the shoe term changes made by google.
 Framing extension approaches used at both domestic and global level in which the
technology which is fit for the organization.
Strategies used by google at each level is same they focus on the various nation where their
goods and service response is higher than other nation.
BMW Used the training and development extension approach which will help implement
for the employees effective communication for more customer satisfaction can be made.
Strategic used by BMW at domestic level is different and global level they focus on strong brand
image with high customer satisfaction.
Collaboration and partnership of BMW and Google.
The collaboration between BMW and Google was a great success, the various
organisations or companies can gain significant benefits from analysing this collaboration. There
are many reasons of the success for any collaboration or partnership between two parties or
brands which are as described below:
 Collaboration or partnership helps in improving the brand's image and also enhance the
consumer awareness with a further reach.
 The strategies related to brand collaboration or partnership helps each company to
explore a new or unfamiliar market by joining the other company that is familiar with a
particular area or market.
 Partnership or Collaboration helps a brand to boost up or re-energize a particular brand as
they get a support of another brand which is recognized by people and has a positive
brand image.
The Brand collaboration helps the companies to impressively and effectively increase the value
of the both the brands. The collaborations can be very valuable with regards to the publicity. It
helps in creating an effective promotion for the brand involved in the collaboration
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Accomplishment of the Brand organization or coordinated effort exceedingly rely
upon both the brands having the capacity to get profits by the leaving piece of the pie of the
other. The organizations or brands include in the brand joint effort concentrate on building up
another item or administration for the clients. These items or administrations are exceptionally
inventive and one of a kind regarding innovation and advancement. The brands utilize their
individual procedures and system to build up a solitary item which incredibly pull in the clients
and help in winning benefit and also attention. The BMW and Google successfully outline the
new item which can build the client enthusiasm for both the brands. The item help to make
another picture for both the organizations in the brains of shopper. The joint effort task of these
organizations was really a profoundly inventive, alluring and valuable for building up a
noteworthy picture in the market, both the brands acquired or produced measure up to benefit
from this association or coordinated effort began.
Extension Approaches used in the Google and BMW: There are various approach such as
follows:
 General extensions: This approach used to discover the viable innovation utilized by the
local clients and have capacity to comprehend the items which are for the most part work
with the innovation. It can be control by the higher authority(Qian, 2014).
 Commodity Specialized approaches: This approach will centre around the upgrading the
generation in the Google furthermore, BMW. This should be possible with the assistance
of compelling innovative work. The result from the approach will help dispatch another
items.
To make a fruitful dispatch both the association required the diverse procedures, for example,
 Line Extension: it alludes as the development of a current product offering. It will
expedite a slight curve a well set brand, for example, Google and BMW. They both
utilize the past brand name and pictures regularly which has the comparative
classification of items. The Google also, BMW both dispatch new item every single year
incorporate the viable line augmentation in which the including of new things in the items
or any development set up in the items. Both the firm are had faith in the development
with the presenting innovation.
 Brand Extension: The both firm utilized this brand expansion because of high client
devotion in which the Google dispatch the watch and other gear in their product offering
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which can set to be viable brand expansion. Then again BMW centres around the
motorbike as brand expansion.
Therefore, the global and domestic strategy of the google and BMW.
The BMW Group is committed to produce the outstanding and distinctive products. It also tries
to gain the maximum market share in the luxury car market around the world. Through
unremitting efforts for years, BMW Group has created an excellent international brand image in
the world. On the hand google wants WWW's major share and the impact of the organisation at
local and world level in terms of number one advertising medium with the high growth. The Ad
spending on the web must be out at $21.7 billion in comparison of $20.4 billion on the other
platform.
P5 Various types of techniques top measure brand value in context of the google and BMW.
Brand measurement techniques in relation to both brands
Brand is something which puts an impression on the customers buying it and everyone in
this era seeks attention, so branding is becoming much more popular. Earlier the brand
measurement depends upon only two factors: marketing ans financial factors. Today many
factors are to be consider for brand valuation. For example GOOGLE and BMW both are
considering several techniques to evaluate the brand. Some of them are as follows:
 Legal analysis:It draws attention over trademark and assets involved which makes it a
separate identity.
 Behavioural analysis:It draws attention over stakeholders' behaviour and customer
segment where the brand is operating.
 Financial analysis:It is the most frequently used brand evaluation method which involves
three factors: cost, market and economy. The royalty that the company is paying for a
particular trademark is one of the measure to evaluate the brand value.
The valuation process is very important for the firm to earn profit and so GOOGLE and
BMW are also using these. Until and unless the customer recognize the brand value, the
valuation will not be successful .So, customer satisfaction is to be kept in mind.
The brand awareness of BMW can be done by the social followers and the firm engagement to
focus on the premium customer which can be more crucial for them to engage with the firm.
Google try to engagement by its innovation and wish people personally on their web search to
feel specie on birth day.
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Brand Equity audit and tracking techniques of the selected brands
Brand equity deals with consumer based prospective. It measures how recognizable a
brand is. It includes clients perception and how it affects the company in relation to purchase ,
sales and revenue and brand awareness, market share, growth rate, accessibility and market
penetration, customer loyalty and retention, positive and negative emotional association with the
brand. Social media and the interaction with the costumers are the important factors to track the
brand equity. Audit can be done internally or externally(Kapferer, 2012). Internal audit can be
done by positioning product or services. External audit can be done by using social media,
sponsorship ,news, case studies,videos etc. GOOGLE and BMW do auditing by taking account
of many other factors like: How many deals do a company has lost every month due to the
impact of other important brand, how many prospects do a company has lost because of lack of
consistency between our website and market efforts, how many new clients a company has won
is also criteria of brand audit. Also , to tracking techniques should be that much effective to have
a good realisation of brand equity. In this way we can audit and track brand equity.
Various approaches to value brands
For each and every organization have some added value in their brand which can be important
to implement for managing brand which can be describe as below:
 Economic approach: These will consider the old marketing mix which can be 4ps that
are fundamental in building a brand strategy. This can be based on the price and goods
according to requirement of the customer. The main motive is for economic approach is
to balance the social and economic point.
 Identity approaches: This approach used to make effective image identity of a particular
brand.
 Consumer based approach: The brand required to impact to the customers mind and
according to the customer satisfactions it can be set image in the market(Nysveen,
Pedersen and Skard, 2013).
 Personality approaches: As this approach is used to set particular personality of brand
with assist of auditory communication and events.
 Relation approaches: The approach will assist once to build a relation between customer
and organization.
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 Community approaches: The Cultural environment and community will assist by this
approach.
Conclusion
This report reasoned that the brand management is each imperative or useful for every
last association to make a positive picture in the market. The report distinguished and depicted
the different parts of marking and its significance in the showcasing capacity of an organization.
The Apple creates compelling marking methodologies to advertise and advance their items or
administrations. The report additionally incorporates different components of a fruitful brand
system for creating and overseeing brand value, for example, Brand affiliation, Brand
unwavering, Brand mindfulness and so forth. The investigation likewise recognized and depicted
the distinctive methodologies of portfolio administration with setting to the Google. Besides, the
report likewise incorporates a concise portrayal of the joint effort between the Google and BMW
at residential and universal level. The different sorts of strategies for estimating the brand
esteem, for example, Online movement, number of clients, Quality of items and so on are
likewise portrayed in the above report.
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Online
CBBE model [2017] Access through < https://bmvsmb.wordpress.com/2014/12/01/bmw-kellers-
brand-resonance-pyramid/>
BMW Brand Management Hierarchy[2017] Access through
<https://www.tutorialspoint.com/brand_management/brand_management_architecture.htm>
Google Brand Management Hierarchy[2017] Access
through<http://www.pfoertsch.com/wordpress/wp-content/uploads/2015/08/Alphabet-Google-
Charts-3.jpg>
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