Brand Management Report: Analysis of Apple and Google Strategies

This report provides an in-depth analysis of brand management, focusing on the strategies employed by Apple and Google. It begins by explaining the importance of branding as a marketing tool, emphasizing how brands differentiate products, attract customers, and build equity. The report then delves into the key elements of successful brand strategy, including innovation, creativity, a strong organizational culture, and effective media presence. Section 2 explores brand portfolio management, brand hierarchy, and brand equity management, utilizing the CBBE model. The report examines the brand portfolios of Apple and Google, detailing their product offerings and the application of the Keller Brand Equity model. The analysis covers customer needs, brand meaning, brand responses, and brand resonance for both companies. The report also highlights challenges in developing and managing a brand, such as communicating branding objectives and selecting appropriate advertising methods. Overall, the report offers a comprehensive understanding of brand management principles and their practical application in the context of two leading technology companies.

BRAND MANAGEMENT

Table of Contents

INTRODUCTION
In the present time, there is huge competition in the market among the industries. Every
organisation requires effective growth and success in the market that is why it makes effective
strategies and tactics to compete with rival. In this manner, brand is that effective aspect which
assists to organisation in differentiating its product and services as well as business from other
competitor in the market. Brand is a symbol, feature, design, name, logo of product and services
that assists to organisation in distinguishing its product and services from other rivals in the
market. Brand management is a systematic planning by organisation to survive its brand in the
market (Braun, Eshuis and Klijn, 2014). It consists with tangible elements like characteristics,
look, price, packaging etc. The current report provides the detail knowledge and understanding
about the brand and its significant within organisation for achieve impressive outcome and
profitability. Apart from that techniques of managing and measuring brand value with respect of
Apple and Google has been discussed in this report. Furthermore, approaches and strategies of
both brands has been also discussed in this report.
Section 1
P1 Explanation about the importance of the branding as a marketing tool
Branding
It is a symbol, characteristics, logo and features of product and services which assists to
organisation in communicating and marketing product and services in the market for attract
customers (Chandon, Laurent and Valette-Florence, 2016). It is a unique symbol, sign and logo
which define the popularity of brand in the market so as customer can easily attract toward
organisation. Brand is that impressive assets of the organisation that helps to business in
differentiating product and services from other firms in the market. With help of brand equity
company can create impressive image in the market and attract the large numbers of customers.
Branding is a marketing technique
Brand is a marketing tool by which organisation can communicate its message about
product and services in front of customers. With assistance of branding, organisation can attract
new customer automatically because it aids to firm in announcing the features, prices, advantage
in the market (Cui, 2016). If commodity have unique symbol, feature, name, packaging and
appearances then it becomes easy for customer to find out the product and services in the
market. An effective brand helps to customer in reducing their time in searching as they can

easily search the best product in the market. Branding helps to firm in introducing new product
and services in the market and gain strong image in the market. Following are some importance
of branding as a marketing tool- Attraction of customer- Branding assists to organisation in attracting new customer
toward the corporation. With help of impressive brand equity, customer loyalty enhance
and they encourage buying product and services with same brand. Differentiation- Branding assists to organisation in differentiating its product and
services from other competitors in the market (Dolak, 2014). Brand have unique features,
logo, symbol, sign etc then help customer to identify their product and services.
Brand equity
Brand equity is a value of brand and it develops by customer experience, review and
perception. If customer thinks good and loyal toward brand then brand equity is high as compare
to other. If organisation have strong brand equity then customer automatically attracts toward the
organisation. This it's can be said that organisation should develop effective brand equity so as it
can gain high level of customer attraction and loyalty. With assistnace of the effective
brandequity company can easily address the determined objective in effective and efficient
manndr
P2 Analysis of the key elements of successful brand strategy for building and managing brand
As per the above discussion it has been analysed that brand is very important for achieve
its position and effective profitability in the market (Dwivedi, Johnson and McDonald, 2015). It
is very essential for organisation to manage its brand in the market in such manner that it can
able to sustain in the market for long time. Customer can automatically attract toward the
company if firm have impressive brand in the market.
 Innovation and creativity- This is one of the important element of successful brand
strategy for building and managing organisation brand in the market. With help of this
strategy, organisation can implement new features, looks, characteristics, appearances in
the product and services that assist in gaining large customer attraction (Fetscherin and
Heinrich, 2014). If any organisation desires to build and manage brand in the market for
long time then it must use innovation and creative strategy along with its business,
product and services.

 Impressive culture- It is another one of the most effective strategy for building and
managing brand in the market. In addition to this, culture of the organisation helps to
business in improve the quality of product and services (France, Merrilees and Miller,
2016). While organisation have sound culture then employees motivates to provide
effective outcome to business enterprise. With help of impressive culture, employees
gives their best to improve quality and productivity of product and services and while
product quality increases then automatically customer will attract toward the organisation
(Hudson, 2017). An effective and sound culture provides an opportunity to learn
something new within the corporation so as they can perform in better way.
 Media- In order to manage and build the brand in market in more effective way, media is
the best option for the organisation. With help of media and internet, corporation can
communicate its information about product and services to customer and attract them in
large manner (Juga, Juntunen and Paananen, 2018). In the present time, social media,
internet etc mostly uses by the organisation through which firm can inform about the
product and service to customer. Media includes platform like internet, social media,
mobile phones, camera etc. With help of these medium organisation can easily share the
message, video, pictures, images about product and services to users in the market.
Challenges in developing a brand
In order to enter into the market for establishing effective brand, organisation may several
challenges which are discussed below-
 Firm have to communicate the objective and aim of the branding to its all functional
departments. In addition to this, management have to design effective connection among
the activities and function (Khanna, 2015).
 Another major challenge of the organisation in developing and managing brand is related
to the communication. As it is difficult for company to select advertisement method,
digital media and social media for communicate about brand in the market (Merrilees,
Miller and Halliday, 2016).

Section 2
P3 Analysis about the various strategies of portfolio management, brand hierarchy and brand
equity management
The Brand Portfolio strategy
It is very important for the brand
portfolio strategy through which
organisation can sustain in the
market for long time.
In the context of Apple company
it is one of the famous and top
brand in the market which is deal
with various hardware products.
It is a multinational technical
organisation which offers
consumer electronic, computer
software and online service. In
the portfolio of Apple includes
Iphone tablet, Iphone
smartphones, computer, Iphone
portable media player, Apple TV,
laptop, digital media player,
Home pad Smart speaker etc. In
addition to this, Apple also deal
with software such as iWork
creativity, iOS operating system,
iWork creativity, Safari web
browser etc (Payne, 2017).A
brand portfolio is a kind of
umbrella under which all brand
The management
hierarchy
A brand hierarchy refers to
the branding strategy by
displaying the number and
nature of common and
distinctive brand elements
across the firm's product,
revealing. It is based on
various product and brand
which is associated with
Apple and Google.
Basically brand hierarchy is
a structure under which
several products and brand
characterised (Orth and
Rose, 2017). This moves
from top level to bottom
level involves more entries
at each level. The Brand
hierarchy of Apple and
Google are as discussed
below-
 Corporate
 Range brand
 Individual brand
The brand equity
management CBBE model
This model another name is
customer based brand equity
model that helps to
organisation in developing
impressive image in the market
and attract large numbers of
customers. For develop a
unique and strong brand in the
market, Keller's brand equity
model. This model assists to
organisation in developing
impressive brand image in the
market (Pappu and Quester,
2017). In this model in the first
stage, organisation requires
developing brand identity. In
addition to this, in this stage,
organisation have to identify
customer choice, requirement
and needs regarding product
and services. In the second
stage, company have to
identify and communicate
what is the brand mean and

function, role and line of brand of
organisation are included. It
defines the scope, structure, role
of brand and interrelationship of
the portfolio brands (Moon and
Sprott, 2016).
On the other hand in the context
of Google, it is also one of the
world famous multinational
technological corporation which
deal with internet related
services. This organisation
established in the 1998 and it
have major aim is to produce
high quality of services and
satisfy customer needs and
wants. Google portfolio includes
several brands such as Google
Maps, Google Translate, Google
Chrome, You Tube, Google play
music, Google entertainment,
Google TV, google home, pixel
2, goggle reader, g mail, google,
google duo, google+, calendar,
keeps, docs, sheets, slides, drive,
what is stand for. The third
stage is brand response that
assists to organisation in
identifying brand responds. I
this stage, customer
consistently makes judgement
about the brand on the basis of
four categories that is quality,,
credibility, consideration and
superiority. With help of this
stage, firm can acknowledge
about the feedback of
customer. Another stage is
brand resonance which
categorised into four parts that
is behaviour loyalty, attitudinal
attachment, sense of
community and active
engagement (Pulligadda,
Kardes and Cronley, 2016).
Both organisation that is
Apple and Google have
adopted the strategy of CBBC
model under which they use
several strategies and practices
according to these four stages
of the CBBC model.
The application of the Keller
Brand equity model on these
two brands that is Apple and
Google are discussed below-

google fit, google play, google
messenger, google play app,
google play games, google store
etc.
Both Apple and Google have
followed Brand portfolio
management strategy which are
discussed below-
 Customer requirement
and needs- This is one of
the effective brand
portfolio strategy that
helps to organisation in
developing impressive
brand portfolio (Rutter,
Roper and Lettice, 2016).
By understanding
customer needs and
wants, Apple and Google
can fulfil the demand of
customers and make
satisfy them. Thus, it can
be said that with help of
this strategy, both
organisation have
Brand Identity- In this stage,
both Google and Apple have
successfully identified the
awareness of product and
services (Ronson, 2016). In
this stage, both companies
have determined the target
markets and consumers so as
they can satisfy their needs and
wants.
Brand meaning- In this stage,
both organisation that is Apple
and Google have
communicated the meaning of
brand and associated product
and services to customers so as
their awareness regarding
brand can improve (Schmidt,
and Baumgarth, 2015).
Brand response- In this stage,
both brand identify the
feedbacks and comments of
customers regarding product
and services (Sevel, Abratt and
Kleyn, 2017). This stage
organisation identify the
response of customer
regarding product and
services .This is very
important stage in the brand
equity model by which

successfully developed
brand portfolio in the
market.
 Have well defined brand
role-Both organisation
have a well defined role
and set of role to play in
each product market
context that it is expected
to contribute. They have
effective brand role due to
which they have
successfully to build
effective brand portfolio
in the market.
 Understand sub brand and
endorsed brand- Apple
and Google have
successful understood sub
brand and endorsed
brands (Scholz, 2014. ).
It is very important to
understand the role of sub
brands and endorsed
brands while deciding
how to brand a new
offering. Brand portfolio
assits to the company in
informing to customers
about the product and
services so as they can
organisation can easily
determine the review and
feedback regarding product
and services (Francis, 2017).

acknolwdge the existing
services within the
company.

P4 Evaluation about how brand are managed collaboratively and in partnership at domestic as
well as global level
As per the discussion it has been analysed that Apple and Google have effectively followed and
applied strategies and practices according to its business objective. They both have strong
position and brand value in the competitive business environment due to its effective method,
strategy and practices (Sierra, Badrinarayanan and Taute, 2016). As both brands works at global
level as well international level because of its effective strategy and tactics. Both of these
brands have adopted impressive strategies and tactics of collaboration and partnership at
domestic as well as global level. These approaches are discussed below- Innovation and creativity- This is one of the best strategy that helps to organisation in
performing excellently at global and domestic level. Apple is also provided such
impressive and high quality of product and services to its customers through which they
can satisfy in effective manner (Walsh, Schaarschmidt and Ivens, 2017). It produces
high quality and productive product and services that effectively satisfy the needs of
customer. Apart from this Google is also delivered some creative and innovative
services and products in the market due to which it has developed strong brand image in
the market. Ignoring critics- As per the research it has been found that there are lots of critics arises
in the business of Apple and Google company but both organisation have effectively
managed this problem in effective and efficient manner (Uggla, 2014). Price justification- Apple and Google is very high level brand that have several brands
associated in the brand portfolio. Due to its high quality of services and productivity, it
can easily justify its high level of prices. It always charges fair prices because it offers
high quality of product and services to its customer which helps them in attracting large
numbers of customers (Vrontis and Thrassou, 2014). It also decreases the prices
according to the market segmentation and to compete other firms in the market in an
effective and efficient manner. By implementing this strategy and approach along with
product and services, organisations performs excellently at global as well as domestic
level. High quality of product and services- This is one of the major approach that support to
the Apple and Google in manage collaboratively and in partnership at domestic asd well

as global level. As both organisation produces high quality of product and services
through which it developed strong brand image in the market (Spear, 2015) Create new network- This is another significant approach that helps to organisations in
performing excellently at global and domestic level. Both organisations have become
successful in partnership other brand in the market. Apple and Google offers high
quality of product and services in the market according to customer needs and wants.
 Expanding abroad- Apple and Google are international brand as they both deliver its
product and services at the international level (Sierra, Badrinarayanan and Taute, 2016).
They effectively coordinate and perform the business activities and function sat global
level as well as domestic level. The expansion of business at global and domestic level
assists to organisation in enhancing profitability and sales.
Brand Reinforcement And Revitalisation
Reinforcement of brand is criteria that helps to organisation in managing its brand equity in
effective and efficient manner. This strategy helps to the organisation in ensuring that customer
have enough knowledge and experience about product and services. This refers to an
enhancement of behaviour. Following are major advantage of the brand reinforcement within
the Apple and Google- Maintaining brand consistency- Both Apple and Google can able to enhance and
maintain its brand position in the market with help of brand reinforcement. Brand
consistency assists to organisation in familiarised customers with brand and enhance
their perception about brand effectiveness and its features (Singh, Quamina and
Kalafatis, 2017).
 Protecting source of brand equity- Reinforcement is also helped to organisation in
securing and protecting source of brand equity. In addition to this, with help of
reinforcement organisation can easily defend the existing source of brand equity and
they can look for potentially powerful new source of equity.
However, this strategy fails for many reasons such as new techniques, technology, customer
perception, choices, requirement etc. Both organisation have adopted this strategy in order to
make its business more effective and efficient in the market. On the other hand in the context of