Brand Management Report: Branding, Strategy, and Equity Analysis

This report delves into the core concepts of brand management, focusing on the importance of branding as a marketing tool and its evolution in business practice. It analyzes the key components of a successful brand strategy, emphasizing the building and management of brand equity, with Optimum Impression Limited and SAMSUNG as case studies. The report explores different strategies for portfolio management, brand hierarchy, and brand equity management, as well as collaborative brand management approaches at both domestic and global levels. Furthermore, it evaluates various techniques for measuring and managing brand value, supported by organizational examples, and concludes with a synthesis of the findings and recommendations for effective brand management practices. The report also examines the Customer-Based Brand Equity (CBBE) model.

BRAND MANAGEMENT

Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Importance of branding as a marketing tool and its emergence in business practice.............1
P2 The key components of successful brand strategy for building and managing brand equity.4
TASK 2............................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.................................................................................................................................6
TASK 3............................................................................................................................................8
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level...................................................................................................................................8
TASK 4..........................................................................................................................................11
P5 Different types of techniques for measuring and managing brand value using specific
organisational examples.............................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management refers to marketing goods of particular brand in market. It is essential
for this concept to develop a good relationship with its target market. It involves all tangible
products such as, packaging, price of item, etc. It is an art or creativity which helps to sustain
brand at market place for longer period. It is essential for having knowledge about brand to
introduce it among consumers (Keller, Parameswaran and Jacob, 2011). This report is prepared
in context of Optimum Impression Limited and SAMSUNG which is a UK based brands.
Optimum Impression Limited is famous for its carpentry related services in commercial offices
fit outs and partitioning. SAMSUNG is a largest information technology company which
provides various electronic components, telecommunication equipment’s, etc. to its consumer's.
In this report, the importance of branding as a marketing tool is explained along with its strategy
for building and managing brand equity. In addition to this, there are also some tactics which are
concerned with brand hierarchy, equity management and portfolio management. Lastly, several
ways of managing and measuring the value of brand is also specified under this assignment.
TASK 1
P1 Importance of branding as a marketing tool and its emergence in business practice
Brand: A brand is defined as an identifying mark, logo, symbol, word or name which is
used by the firms to differentiate their products and services form other companies. It represents
the face of an organisation within marketplace. Upholding the integrity of brand is important if
SAMSUNG wishes to sustain a firm presence within marketplace.
Brand equity: It is a marketing concept which defines the value of a brand. This value is
acknowledged on the basis of customer perceptions and their experience while dealing with the
organisation and its products. If a brand is capable to cater the preference and requirements of
customers appropriately, it is called as positive brand equity. In case, brand disappoints and
under delivers then it creates a negative brand equity due to which sales and profit of a company
decreases.
Optimum Impression Limited is a renowned brand of UK which provides carpentry
services to different commercial offices in country. The company provides services at highly
competitive prices to its customers. It provides services according to the requirements of users in
order to satisfy them. In this task, role of marketing department is specified along with stages of
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building successful brand. In addition to this, importance of branding as marketing tool is stated
under.
Branding is concerned with planning, designing, creating a brand name which helps to
determine company easily among several organisations. It is an important aspect as it helps to
develop loyalty among users and also motivates them to buy products. By this, customers can
also differentiate products with other brands. This also assists company to improve their
recognition by providing different sign and logos. This creates a kind of mutual trust between
costumers and company (Kapferer, 2012). On the other hand, 'Brand equity' refers to a value
which company generates from a good with a recognizable name. It helps company to make their
products memorable and easily recognizable. In this, marketing campaigns assist companies to
develop brand equity. These concepts are also considered by Optimum Expression Limited
which assist them to create identifiable brand.
Benefits of branding for a business
Customer recognition: Branding of a product of services helps customers to recognize
them easily by their name, colour, symbol and logo (Valette-Florence, Guizani and Merunka,
2011). It is essential for company to make their products eye-catching and familiar which enable
users to identify them easily. In context of Optimum Impression Limited, the company has also
its own logo and symbol by which consumers can easily recognize their brand.
Consumer loyalty: Branding also gives benefits and advantages to a business
organisation by creating customer loyalty. If company adds a good and creative product with its
brand it will attract more customers towards them. This will create customer loyalty with brand
and products. In case of Optimum Impression Limited, the company provides superior quality
products to its uses which enhance customer loyalty and relationship.
Stages for building a successful brand
There are some stages which helps company to create and build their brand successful.
These are also considered by Optimum Impression Limited which are as follows:
Define how to be perceived: This is the first important stage which company consider
building a successful brand. In this company determine experience, taste or preference of
customers related to products (Barrow and Mosley, 2011). By this stage, business enterprise can
understand which product is mostly liked by their users. This also assist the manager of
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Optimum Impression Limited to manufacture products according to costumer’s demand. The
also promise their consumers to provide services better than competitors.
Organize business based on promise: Another stage of building successful brand is to
organise business based on promise. According to this stage, company set-ups their business in
such a way that they can fulfil their promise made by them. The manager of Optimum
Impression Limited also manage their business with aim of satisfying consumer's need and
demands.
Communicate promise: As per the third stage, the company develop their functions
according to the promise they have made with costumers. They give design, colour, texture to
their products according to their communication with their users. In Optimum Impression
Limited, the organisation also focusses on their promise and manufacture products to build their
brand successful in view of people.
Be consistent: After defining all three stages, the last stage involves consistency in
building successful brand. In this, company remains consistent and produce products which they
have told to made (Elliott and et. al., 2015). They cannot violate with their promises as it will not
give good impression to their services users. In context of Optimum Impression Limited, the
enterprise also remains consistent to their promises. This also helps them to develop relationship
with customers.
Role of marketing department in creating brand equity
The section of marketing also plays a vital role in creating brand equity. It involves
pricing of product and distribution channels. It is essential for organisation to do promotions of
their products and brand. The manager of Optimum Impression Limited also considers the roles
of marketing department as they help them in developing brand equity. These roles are as
follows:
Build awareness: The marketing department plays an important role in creating brand
equity. They promote products at market place which lead to build awareness among consumers.
By this, customers can able to recognise brand and their products.
Communication: Marketing department also helps Optimum Impression Limited to
communicate with costumers. This section tells them the means of brand and provides the
benefits of products.
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Costumer response: In this, the marketing department generate information about the
judgements and feelings of consumers regarding products. This includes response about quality,
price, credibility, etc. They provide information to other section of company about costumer
needs and wants.
Relationship: The role of marketing department is to create relations and deeper bonds
with their customers. It brings loyalty for brand among service users. They repeat their purchases
of products which are liked by them mostly (Zenker and Beckmann, 2013). In Optimum
Impression Limited, it also helps them to bring their customers close with their brands which is
important for creating brand equity.
P2 The key components of successful brand strategy for building and managing brand equity
Brand equity is a tool by which company measures perception of customers regarding
product and services received by them. This helps them to attract more consumers towards
company and goods. It is also essential for Optimum Impression Limited as it ensure them about
their brand image and reputation among customers. In this context, there are some key
components of successful brand strategy which are as follows:
The quality never goes out of style: The first important strategy to build a successful
brand is to have quality products and services. It is important for company to maintain its quality
and serve them in affordable rates (Phan, Thomas and Heine, 2011). This led organisation to
allure many consumers towards them. This strategy is also considered by Optimum Impression
Limited which enables them to make successful brand equity.
Loyal to the core: Another essential strategy which business enterprise considers is to be
loyal with its customers. To become a renowned company and to stay at top at market place it is
essential for organisation to be loyal with buyers always. They should make a good connection
with customers and fulfil their needs in all aspects. In Optimum Impression Limited, the manager
of business enterprise also focusses on customer needs and demands. They offer them those
products which give them satisfaction. This assist them to maintain relationship and coordination
with them.
Consistency is everything: Creating a consistent brand image and communicate messages
to consumers is also an important strategy to maintain its equity. It is essential for organisation to
deliver products and services by which users can able to satisfy their needs and wants. They
should deliver and communicate consistently among all consumers across the world. In
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Optimum Impression Limited, the also maintains consistency which helps them to develop string
brand equity.
Application for a brand equity model for a specific brand
Brand equity model is given by Kevin Lane Keller which is also known as customer-
based brand equity model (CBBE). This model is concerned with stages to develop brand image.
In this modern era, customers are the main and important aspect for company to gain competitive
advantage. To develop strong and renowned brand, it is essential for company to understand
needs and desires of buyers (Melo and Galan, 2011). They should manufacture those products
which satisfy demands and wants of consumers. Having strong equity assists company to attract
more service users towards them and so on. In context of Optimum Impression Limited, the
company also uses CBBE approach which assist them to create strong equity brand. This model
involves four steps for building strong brand which are as follows:
Brand Identity: It refers to brand or product recognition. It involves information which
buyers receives regarding products or services offered by company (Özsomer and et. al., 2012).
This method is also beneficial for Optimum Impression Limited as it helps them to present
products in a way to become memorable in minds of consumers. In this company also targets
those buyers which can afford products easily. It is distinct for brand image as it is way of
choosing company name, design, logo and symbol.
Brand meaning: It refers to the coordination and relationship between consumers and
company. An organization will able to make strong equity and interaction with buyers when they
provide useful and affordable products to customers. The manager of Optimum Impression
Limited also focus on all social and psychological needs of their buyers. They also cater the
requirements of their potential clients.
Brand response: This element of CBBE model involves judgment and response of
customers towards products offered by company (Balmer, 2012). By this, organization can able
to know what buyers thinks about goods and services. It is also beneficial for Optimum
Impression Limited as they can get opinions of costumers regarding quality, superiority and
credibility of products.
Brand resonance: To reach at this point of level, it is important for company to make a
deeper relationship with service users. In this, they have to determine deep opinions and thoughts
related to products they are serving.
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Thus, this model helps Optimum Impression Limited to develop strong brand equity and
to gain high progress of brand from competitors at market place.
Brand extension
It refers to expand brand to increase demand for products and goods. It is also known as
brand stretching. This helps company to increase revenues and popularity among costumers at
market place. This give opportunity to buyers to try new products and services. It also involves
marketing of products and services to develop image using a same brand in different category.
This is also beneficial for Optimum Impression Limited which helps them to expand their brand
and level at market place. This also lead to develop strong equity and to overcome from brand
crises.
Reinforcing and revitalising brands
It refers to the marketing strategy which helps organisation to maintain their brand equity
and to overcome from brand crises (Richelieu, Pawlowski and Breuer, 2011). This ensures firm
if consumers do have proper knowledge about the brand or not. This can be done through
marketing and advertising products at market place. The manager of SAMSUNG also considers
this concept to deal with every crises or issues and to maintaining their brand equity.
TASK 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Portfolio management is managing investment of an individual which is available in the
form of share, bonds, mutual funds and cash (Iglesias, Singh and Batista-Foguet, 2011). This
helps a firm to earn maximum profitability in an optimized way. Samsung uses this strategy to
successfully manage its securities and assets. Brand hierarchy is graphical display of a company's
brand strategy. Samsung uses this to display the nature and number of brand elements either
distinctive or common. Brand equity describes the value of a brand. Samsung determines value
of a brand by acknowledging customer's experience and perception.
Multinational firms like Samsung needs to measure value of their brand at regular
interval of time to sustain their position in market. Acknowledging brand value is a hectic
procedure as it depends upon perception and experience of consumers. Brand value provides a
clear vision to Samsung which lead towards the acquiring of desired objectives and targets.
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Portfolio management: It is an aggregation of aspects like mutual funds, deposits, bonds
and shares which is needed for effective investment management. It is a simplest and cheap
tactics to enhance the value of a brand. Efficient portfolio management helps those companies
which have maintained their presence globally. But for this they need to follow laws and
regulations of different nations to sustain their position in international market.
Brand portfolio: It is an umbrella under which all brand lines and brands of a company
function to cater the needs of different markets. It incorporates all the brands which are related
by a single firm. These brands together or independently serves the requirements of people
within marketplace. It will benefit Samsung to compete and survive in different markets with
array of product and service lines.
There are different models associated with brand portfolio. In respect with SAMSUNG,
these models are mentioned below:
 Branded house: In this kind of business portfolio model, the organization itself is brand.
Market sectors and services are considered as subsets of the primary brand. Company like
SAMSUNG is worldwide known for this kind of model. Under Samsung, primary brand
came i.e. galaxy. This approach is also called as one firm brand strategy.
 House of brands: It is second model of brand portfolio. In this model, major emphasis is
on subset brands. In this case, the primary brand receives either little or no attention. This
model needs significant investment within dedicated resources as every brand operates
within its brand elements.
 House blend: It is an architecture which is based on developing sub-brands along with
the credibility of parent brand. One example in this respect is Google, which was only a
search engine at first. But later own includes maps, G-mail, calendar, YouTube, picasa
etc. These other brand gain wide popularity due to the parent brand i.e. Google.
Objectives of Samsung while adopting portfolio management:
 Growth of capital and revenue
 Consistent returns and taxation planning’s
 Security of amount invested
Strategies of Portfolio management: Basically, there are two ways of managing
portfolio i.e. active portfolio management and passive portfolio management. Active PM means
active engagement of managers in selling and purchasing transactions so that all the
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predetermined targets and goals can be achieved. Through this Samsung has gain the attention of
investors and venture capitalist (King and Grace, 2012). This results in the enhancing market
value and shares of Samsung. In Passive PM, performance of portfolio is matched with market
index. By this executive of Samsung are able to formulate effective strategies which results in
increment of profitability and revenue.
Importance of portfolio management for Samsung:
Allows Samsung to choose best investment strategy based on income, age and preference of
individual and available budget.
Procedure of PM results in risk minimisation.
Brand hierarchy: It is also known as brand architecture (Du Preez and Bendixen, 2015).
It is a strategic tool used by managers and administration of a company to acknowledge relation
between different products and services.
Leverage: It specifies the brand value based on statistical value and graphs.
Clarity: Samsung needs to introduce their products in market with predetermined vision
and clarity. This will help them in managing their market value.
Synergy: In this process, Samsung will deliver standardised products and service to
consumers.
Elements in brand hierarchy:
Corporate Branding: In this practice, name of company is used as a product brand name.
It is used by Samsung to create and enhance brand recognition. Corporate brand equity is also
helpful and used by SAMSUNG which helps them to create brand recognition. For example,
SAMSUNG sells their products in market by using their own brand name (Williams and Omar,
2014).
Family brand: It refers the group of products which are given the same identity and
name. It is also known as umbrella branding which is considered by SAMSUNG to promote
products using a single brand name. These are used by those companies whose brand equity is
positive and strong.
Individual brand: It is also known as individual-product branding or multi branding. It
refers to giving product portfolio into unique brand name (Singh, Iglesias and Batista-Foguet,
2012). By this, consumers can easily identify and recognise products. This element of brand
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hierarchy is also used by SAMSUNG which assist them to give a name and identity to their
product.
Endorsed branding: It refers to that marketing strategy by which company creates sub-
brand by using own identity under a parent brand. In SAMSUNG, the company also uses
endorsed branding in the launch their own brand while promoting products of other companies.
Thus, these elements of brand hierarchy involve all needs and requirements of clients
related to products. There are some strategies which are helpful to manage brand equity. Some of
them are mentioned below:
 Acknowledgement of preferences and trends: SAMSUNG needs to understand the
changes in preferences and trends of customers to manage brand equity in desired way.
SAMSUNG is offering products in different price range to enhance their customer base.
This will help the company in maintaining their brand equity.
 Continuous differentiation: Improving the quality and service of product will help the
company to differentiate its products form rival companies. This will help the firm in
gaining competitive advantage over rival companies. Hence, brand equity of SAMSUNG
will be sustained in marketplace.
 Continuous expansion: TO enhance the customer base of company, manager in
SAMSUNG can plan to expand their business by introducing new models of phone,
laptops, LED's. This will benefit the company in enhancing their revenues and brand
equity as more people will buy their products due to enhanced features.
Importance of branding as a marketing tool
Branding is important as a marketing tool because it helps company to spread awareness
about brand in market place among customers (Hanna and Rowley, 2013). It also assists
company in creating preferences for the product. It enhances market share and sales along with
revenues. It is also beneficial for SAMSUNG as it assists business enterprise to expand their
estimated worth and increases employee productivity.
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TASK 3
P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and
global level
Leverage branding is strategy used by existing brands to support the entries of
organizations into a new but related product category. It is an important aspect for new products
because it provides customers positive characteristics and attitudes into a new category
(Kavaratzis, 2012). By this, consumers can easily recognize brands and likes to try new product
of same category. This concept of brand leveraging also provides companies various
opportunities to make sale. It also provides a sense of familiarity to service users if brand
leveraging is strong in nature. The cost is also less of a brand leverage product in comparison to
a new product. It is also beneficial for SAMSUNG as it helps company to increase number of
products along with manufacturing efficiency and raw materials. In this context, there are some
strength and weakness of SAMSUNG that can be leveraged.
Strength: The strength of SAMSUNG is that it is one of a largest renowned brands in world. It
also provides a widest range of product portfolio which involves, mobile phone, tablets,
cameras, etc.
The strength of company helps them to attracts more customers towards their new products.
This also assist them to increase their sales and enhances larger market share.
Weakness: The weakness of SAMSUNG is that it is much more dependent upon software from
other parties. The marketing efforts are of company is lesser then other brands in market.
In order to overcome from these weaknesses, it is important for company to make their
own software applications instead of depending on others. They should also do much marketing
efforts to promote their products at market place (Temporal, 2011). They should use different
promotional and marketing techniques such as, billboards, posting more adds on social sites,
setting up campaign programs, etc. to attract more customers towards brand. This will also
enhance market share and profitability margins.
Line extension: Line extension is defined as the situation in which a new or modified
product is introduced in market within existing price range. This benefits the company in
enhancing their customer base and maintaining the existing follower base.
Brand extension: It is a marketing strategy in which a firm introduces a new product
category by taking advantage of their power brand. This benefits the firm in expanding their
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market reach and adding new customers which earlier have not preferred the products of
SAMSUNG.
Difference between brand and line extension
Basis of comparison Brand extension Line extension
Meaning Brand extension refers to
introducing new product into
a new product category by
using existing brand name. It
is a concept which company
uses to expand their business
in new market.
Line extension refers to
expansion of an existing
product category. It occurs
when an organization
introduces new product in the
same section of product and
using same brand name.
Benefits It is advantageous for
company as it allows
producers to tap into new
product markets which leads
them to increase their profits
and enhances larger market
share (Da Silveira, Lages and
Simões, 2013).
It is beneficial for company as
it revives existing product line
and spread awareness at
market place among
consumers.
For example SAMSUNG has also
introduced their products in
new market and territories to
expand their business and
larger market share.
SAMSUNG is famous for its
phones and tablets, but they
have extended their business
by introducing LCDs, and
laptops in same category by
their using their own brand
name.
Collaborative and partnership agreements
Collaborative partnership: It refers to concept in which two or more people works
together on a specific common task. It is said to be collaborative partnership when two parties
agree to share resources such as finance, knowledge, people, etc. This helps company in attaining
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their goals and objectives in allotted time frame. The group members of this partnership
contribute their efforts to reach their set goals and accomplish assigned projects. It develops
effective communication and coordination between employees. In context of SAMSUNG,
collaborative partnership is also considered by company which helps them to increase their
market share and enhance opportunities to reach target markets. It is effective and beneficial for
company at both domestic and global level (Buil, De Chernatony and Martinez, 2013). It
involves four process in building collaborative partnership which are as follows:
Exploration: It refers to the stage which involves right people at appropriate place. They share
perform their activities to achieve same goals. The involves are trust worthy and have
credibility in community.
Formation: This is the second stage in building collaboration partnership. In this, the leaders
focus on creating team which is effective and have capabilities to reach objectives on time.
It involves many details in planning and facilitating meaning.
Operation: In this, functions and operations take place. The people involve in partnership deals
with critical issues and are judged whether they are performing their activities properly or
not.
Evaluation: This is the last stage in which the leaders of company checks how the team
members are performing their functions.
Partnership agreements: It refers to a written agreement in which two or more individuals are
involved to carry out their business operations. In this, the partners contribute capital equally
and also divides profits and losses in equal ratios. This is also considered by SAMSUNG in
which two business partners perform activities to achieve company goals. Partnership
agreement is beneficial for company at domestic and global levels. In this, both partners
contribute their efforts and makes their brand renowned at market place along with
enhancing larger market shares.
TASK 4
P5 Different types of techniques for measuring and managing brand value using specific
organisational examples
In this competitive era, it is important for every company to measure and manage their
brand value. This helps them to determine their level in market place in comparison to their
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rivals (Gromark. and Melin., 2011). In context of SAMSUNG, the company also uses several
techniques to measure and manage their brand value which are as follows:
Techniques of measuring brand value
Cost-based method: This method is developed by Aaker and Keller which is concerned
with creating value of brand. It includes replacement cost, historical data, etc. This method is
also used by SAMSUNG which helps them to measure their brand value. By this they can vale
the brand by considering expenditures and investments to replace existing brand to new brand.
This approach mainly focuses on the past money company has spend on their brand to grow. For
instance, if Samsung has invested 100 million dollar to make their brand at that point of time
then the value which Samsung has in the present is 100 million dollar only. Their are few flaws
in it as it does not considered various aspects like inflation rate, current value of money etc.
Income approach method: It refers to the present value of economic benefit which the
brand receives over rest of the life or in future. It is also called ‘in use’ approach. By this
company can valuate future earnings by their current state. It is beneficial method for
SAMSUNG as it is equal to present value of income, cost savings, cash flows, etc. For instance,
if Samsung brand is able to produce 150 million in the future then their evaluation would be 150
million only. This approach is not effective in the current market scenario as all the risk which
brand could face in the future is ignored by the company.
Market-value method: It refers to the value which is paid by the buyers for assets
provide by company. This method also gives advantages and is helpful for SAMSUNG in
measuring brand equity. It is an effective method as the company can determine its future
potential of brand at market place (Zenker, 2011). For instance, if electronics company has been
sold in 50 millions which has limited customer and market base then Samsung will considered
the base price 50 million and then other above mentioned would be used to evaluate the real
value of it. If 50 million is overprice according to other company then it would benefit Samsung
as more money would be assigned to them and vice versa.
CBBE approach: It is also a one of the most important method of measuring brand value
and equity. It is also beneficial for SAMSUNG as by this can analyse their brand value at market
place and determine needs of their customers about the product. It is a combination of various
variables like consumer perceptions towards brand, shares price, revenue, profit in the last
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financial year etc. If amalgamation of all these values priced at 200 million then the final
evaluation of Samsung would be the same.
Techniques for managing brand value
Brand value: It is defined as a financial worth of a particular brand. It is the commercial value
which is derived from the perception of customers about a particular brand or service. It is an
important aspect which companies should consider (Loureiro, Ruediger and Demetris, 2012). To
stay at top in market place from their rivals they should provide products at affordable rate which
helps them to attract more customers towards them. To measure brand value, SAMSUNG can
use following approaches:
 Cost-based approach: It helps in measuring the brand value associated with a company.
Here, brand value is developed by considering either replacement or production cost.
 Market based approach: In this approach, brand value is measured on the basis of
maximum price at which customers are willing to buy the product.
To manage brand value, SAMSUNG can adopt social media interaction. Through this,
company can easily inform and aware its customers and other individuals about the new services
and products of the company. This will help the company in enhancing their sales, revenues and
customer base.
Brand awareness: It is defined as an extent by which customers are familiarised image,
qualities and characteristics of a specific brand of services and goods. In order to gain
competitive advantage and to manage brand equity is important for company to do efforts in
promotional and distribution channels. This will lead to spread awareness among consumers at
market place. In SAMSUNG, it is also beneficial in enhancing market share and improves brand
equity.
For measuring brand awareness, company can take help of surveys and social media.
While conducting surveys, company will interact with customer through direct meetings, e-
mails, websites etc. to acknowledge about awareness of costumers towards brand. Social media
is also a good platform to check the awareness of people regarding SAMSUNG.
For managing the brand awareness, SAMSUNG can enhance their customer reach by
promoting and advertising their products more. Increased customer reach will enhance the
customer base of company as more people will get to know about product.
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Market share: These are defined as the total sales of market or percentage of a particular
industry sales, which is earned by an enterprise in a time period. Effective market shares also
assist company to improve and manage their brand value. It refers to the sum of brand market
share in all segments of market in which the firm competes. This technique is also helpful for
SAMSUNG as they can determine total sales done by them in their segmented target markets
(Valette-Florence., Guizani. and Merunka, 2011). By this company can identify their level for
their competitors.
For measuring market-shares in a desired manner, SAMSUNG can adopt different
methods such as total market sales method and total revenue method. In total market sales
method, SAMSUNG can acknowledge its covered market share. This can be achieved by
dividing sales with total market sales of company.
To manage market shares, company can use methods like strengthening costumer
relations and adopting innovation. These are the best ways by which SAMSUNG can sustain its
market-shares. Innovative concepts and products will benefits the company in gaining
competitive advantage over rival companies. Strengthening relation with consumers will enhance
their trust and satisfaction towards company due to which market shares will enhance eventually.
Consumer attitude: It can be defined as a feeling which is related with favourableness and
favourableness of a person towards an object. It comprises of feelings, behaviour and belief of a
person towards an object. It is also essential for the manager of SAMSUNG to focus on attitudes
and behaviours of their costumers towards their product or services. This also assist organisation
to improve manage their brand equity. They should produce goods which according to demand
and needs of buyers.
To measure the attitude of customers, company can initiate customer satisfaction surveys.
It will help the company in knowing the interest of customers in products. By this company can
easily measure the attitude of customers toward SAMSUNG and its offerings. For managing the
customer attitude in an appropriate manner, company can identify customer perception on timely
basis. By this required changes can be made according to the demand and needs of costumers.
This will help the company to have positive attitude of customers towards the products of
company.
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Purchase intent: It is defined as a probability about whether a customer will like to purchase a
service or product. It is defined as a willingness of a customer to purchase a specific service or
product. This technique also helps SAMSUNG to identify their possibility of future results based
on historical data. It refers to a profitability in which service users will product or service of
company. It also assists organisation to identify whether their online and offline campaign are
effective or not. This is also advantageous for company in managing their brand equity.
To measure the purchase intent, the concerned company can opt funnel method. In this
method, the main emphasis is given on the purchasing pattern and behaviour of customers along
with the price in which customers prefer to purchase the products. In order to manage the
purchase intent, SAMSUNG can go for customer interaction among social media. In this method,
experiences and opinion of customers will be acknowledged with the help of digital and social
media sites such as Facebook, Instagram etc.
It is important for companies to manage their brand value and equity in the mind of
customers as it is the only way through which organisation can earn hefty amount of revenue in a
year. There are various techniques which could be use for Samsung to manage their brand value
is explained below,
 Customer engagement: It is essential to connect with the customers on a regular basis as
it assist them to identify needs and demands of customers and then make their products
accordingly. Besides this, it also helps Samsung to ensures that customer has full
information about the products and services they are going to launch in future. Various
ways through it would be accomplished is survey, questioner, social media interacting
etc. For instance, if Samsung is planning to launch new phone in the market then they
should conduct survey of customers so their unsatisfying needs would be identified thus
ends up in enhancing company's profitability and sales future.
 Brand stretch: If company has variety of product to offer their customers then
institutional risk would be reduced as chances of getting failed in every product is very
low. For instance, Samsung deals in electronics product but they could also enter into
food industry so that they can also capture few customer base in the field which leads to
higher revenue in future. Brand leveraging could help Samsung to enhance their
awareness in the market.
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CONCLUSION
The above-mentioned report states that brand management is an important aspect for every
company to increase their market share. There are also some techniques and stages which
helps company to build an effective brand. Along with this, marketing department also assist
company in creating brand equity. In addition to this, some models and approaches
including CBBE approach is also evaluated in above report which helps company to manage
and improve their brand equity. Apart from this, portfolio management and brand hierarchy
are also discussed above. Lastly, collaborative and partnership also helps company in
achieving their goals. Line and brand extension also help organisation to expand their
market at market place and increase larger market share.
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