Brand Management Analysis Report: Bentley Motors Limited Strategy

This report provides a comprehensive analysis of brand management strategies, focusing on Bentley Motors Limited. It begins by outlining the importance of branding as a marketing tool and its emergence in business practice. The report then details key components of a successful brand strategy, including Aaker's brand equity model, and evaluates how brands are managed successfully. It defines and analyzes different strategies of portfolio management, brand hierarchy, and brand equity management. Furthermore, the report evaluates how brands are managed at a global or domestic level and different techniques used to leverage and extend brands. Finally, it evaluates techniques for measuring and managing brand value, offering insights into developing strong brands. The report covers various aspects of brand management, including brand loyalty, awareness, perceived quality, brand association, and proprietary assets, to provide a holistic view of building and maintaining a strong brand in the market. The analysis includes practical examples relevant to the automotive industry and Bentley Motors.

BRAND MANAGEMENT

Table of Contents
INTRODUCTION...........................................................................................................................3
LO 1.................................................................................................................................................3
P1 Importance of branding as marketing tool and emergence in business practice...............3
P2 Description on key components successful brand strategy for managing and building brand
equity......................................................................................................................................5
M1 Evaluate how brands are managed successfully with use of application of theory, models
and concept. ...........................................................................................................................7
LO 2 ................................................................................................................................................7
P3 Define the analysis of different strategies of portfolio management, brand hierarchy and
brand equity management. .....................................................................................................7
M3 Critique analysis of portfolio management, brand hierarchies and brand equity with use of
appropriate models and framework. ....................................................................................10
LO 3...............................................................................................................................................10
P4 Description on evaluation how brand are managed at global or domestic level. ...........10
M4 Evaluation on use of different techniques to leverage and extend brands. ...................11
LO 4...............................................................................................................................................11
P5 Evaluation on differ techniques for measuring and managing brand value using specific
organizational example. .......................................................................................................11
M5 Description on application of techniques for measuring and managing brand to develop
strong brand. ........................................................................................................................13
CONCLUSION..............................................................................................................................13
REFERENCES..............................................................................................................................14

INTRODUCTION
Branding is term that establish the significant and differentiated presence in market and it
also attracts and retail loyal customers. It is marketing practice that helps to create name, design,
symbol and this assists to differentiate the products form other commodities in market (Keller
and Brexendorf, 2017). Furthermore, effective brand strategy assist in gaining competitive
advantage. In addition to this, brand represents the customer service, advertising, reputation and
logo of the business.
The present report will look over upon business activities of Bentley Motors Limited , it
is the enterprise that deals in British manufacturer of the Luxury auto mobiles and also the
subsidiary of the Volkswagen AG founded in 1919. Thus, report will include the following
things as importance of branding, components of successful branding strategy, different
strategies of portfolio management, brand hierarchy and brand equity, various techniques for
measuring and managing brand value. Lastly, report will suggest various number of strategies
and brand managing activities to strengthen the brand and to enhance its market share
successfully.
LO 1
P1 Importance of branding as marketing tool and emergence in business practice
Branding is referred as method that how customer perceived the organization as in simple
words it is promise to consumer. The presence of shift through simple products to brands is not
inevitable or sudden as in year 1950, consumer packaged organization such as Procter, General
foods, Unilever and Gamble had developed discipline of brand management or marketing. There
is requirement of appropriate understanding about target consumer which is replicated as brand
proposition offered both functionally along with emotionally as well. In the similar aspect, in
1950 and 1960. Brands such as kraft, Tide and Lipton had attained excellence in marketing
activities and set benchmarks for each brand. Henceforth, it was beginning from almost 50 years
where winning is identified as better understanding of consumer better from competitors and
getting total brand mix in efficient manner. It reflects about expectations of consumer from
services and products and to obtain prospects as sole provider of outcome with issue and
requirements. It is very useful as marketing tool as it delivers message in clear aspect, credibility
of brand has been confirmed in market place and target prospects are emotionally connected with
service of product. In the similar aspect, buyers are motivated for making purchase and user
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loyalty has been formed (Branding, 2018). It helps in developing strategic marketing plan as
brand directly serves as guide for purpose of understanding key objectives of business and
enables to align plan with goals. No business could afford for over-observing brand where right
brand could directly influence and drove innovative business along with increment in awareness
of business such as:
1. Branding helps for growth in reputation as it forms business for recognition and known to
customers. In this context, logo is very important element which should be powerful and
memorable in easier aspect.
2. It helps in generating future business and strongly framed brand helps for increment in
value of business and it also gives more leverage in this particular industry. It is referred
as very appealing investment opportunity due to firmed establishment in market place.
3. On basis of sales, branding generates revenue and sales with perspective of business. This
will create money simultaneously to branding marketing strategies. The consumers will
be tempted for testing it and its outcome will help in identifying about creation of more
sales.
4. In order for building trust, branding should be spot where consumers will identify about
how many less or more organization will gain. The exceptional consumer service,
positive online communication and experience with service or product on social network
will lead to return to organization.
5. It improves employee satisfaction and employee pride as if employee operates for
business with very respected brand and they agree on genuine aspect about position of
brand. It will lead to huge satisfaction with job and high degree of pride in operating with
big brand.
6. Branding workplace and creation of promotional merchandise with employees help for
reinforcing strength of brand along with its value.
7. The most important aspect is that branding provides protection form competitors whose
goal is to attain success. The significance of branding with business perspective is that it
could not be overstated.
8. Branding supports for advertising efforts as it is very expensive like press, TV and radio
ads, competition, social media ads, special offers along with application of promotional
products through organization like outstanding branding. It is very easy for creating a
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appealing and cohesive strategy of advertising which plays for branding objectives (Six
reasons why branding is important for ALL businesses, 2018).
Thus, branding is absolutely very critical for business perspective as its emergence in
business overall impacts the organization which could alter perception of people about brand.
Henceforth, it drives business and increment in awareness of brand and helps in attaining success
along with competitive advanatge.
P2 Description on key components successful brand strategy for managing and building brand
equity.
The brand portfolio strategy is one of crucial part of firm brand equity and it also gets
influenced by brand identity. The role of brand must be defined in well and effective mode.
Thus, the brand strategy determine the action with help of which all things can be done in better
and efficient manner. It is one of formal plan that is used by firm to create particular image in
mind of current and potential customers.
Furthermore, it encompasses specific and long term goals that can be achieved with the
evolution of successful brand in market. In order to be different it is essential to use strategic
brand portfolio so that things can be done in better and efficient manner (Plumeyer and et.al.,
2017). Thus, it can be stated that quality to the product and services is something that is very
helpful to maintain and sustain brand image in market. If the firm is successful in maintaining
the better brand image in market then people will develop their opinion about the company. In
this, it can be said that the well defined and executed brand is helpful in terms to gain
competitive advantage over a period. Thus, it can be said that the successful business will rely
over the different marketing strategies. However, organization with strong brand equity will
attract more customers. Bentley Motors limited by adopting the brand portfolio strategy will help
the firm in gaining competitive advantage and will increase its customer base. Hence, Aaker's
model of brand strategy will be helpful to manage and maintain brand image in market. Thus, it
has been defined in following context as-
Aaker's brand equity brand model-
This model is developed by David Aaker's and it is systematic model that defines as a set
of liabilities and assets. It is based on idea that power of brand will lie in what consumer heard,
learn and seen as a brand over the time. However, this model can be defined as five assets model
as it aids to identify five brand equity components. The effective branding leads to higher sales
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of business enterprise (Dirsehan and Kurtuluş, 2018). Thus, it will be discussed in below
presented manner as-
Brand loyalty- Bentley Motors limited by adopting this component of brand equity will
help in gaining the loyalty of old customers due to which new customers will also be attracted.
Under this, there are following things that helps to define that customers are loyal to brand-
Reduce cost- It is always cheaper to maintain loyal and old customers rather than
attracting new ones.
Trade leverage- In this, the loyal buyers generates steady source of profitability.
Bringing new customers- The existing customers will work as to boost brand awareness
and they can bring new customers.
Competitive threat response time- The buyers take time to switch new product and
service offered by other brand. Hence, it allows firm to respond to competitive threats.
Brand awareness- Under this, it is essential to build brand equity. The awareness of
brand is related to providing information about the brand to customers in order to attract them
towards the products and services offered by organization. It also depends over the strength of
brand, association can be attached to the brand so it can influence the awareness of brand (Altaf
and et.al., 2017). Thus, customer are familiar with brand they used to speak about it and this
factor leads to influence brand awareness. Bentley Motor limited by using various promotional
tools can increase its brand awareness which will attract more customers towards the firm.
Perceived quality- The quality is something that leads customer to buy products. The
brand is term in which higher position perceived the better quality of commodities (Wong,
2018). Thus, consumer takes the price as a quality indicator. Thus, consumer tends to take the
brand with the more extensions as measure of product guarantee. Bentley motors limited by
providing high quality commodity to customer will help them in increasing their brand image.
For example, It provides high quality cars to its customers which attract more customers towards
Bentley motors limited.
Brand association- This is degree to which the specific product and services will be
recognized within product and service category. The better association of brand leads consumer
driver to purchase (Ogunnaike, 2017). Thus, it is helpful to create positive attitude in the mind of
customers. Bentley motors limited by creating positive impact in the mind of customers about
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the brand will help them in growing their business and influencing the customers to purchase the
products provided by Bentley motors.
Proprietary assets- The things as patents, copyrights, trademarks, intellectual property
and trade secrets (Mohanty and Kumar, 2017). The excessive number of proprietary a brand has
than there are greater chances of brand competency in market. Bentley Motors limited does not
disclose the information of any of its customers and maintain the confidentiality.
Hence, it can be stated that this model will help to Bentley Motors Limited to give clear
idea about the where to stand and how it is possible to gain competitive advantage in market.
This is helpful in order to determine the market position of brand in market. For example,
Bentley motor limited is involved in manufacturing luxury cars and is having a strong brand
image in the market due to which it has positive brand association.
M1 Evaluate how brands are managed successfully with use of application of theory, models and
concept.
The Aaker's brand equity model will be determined by the independent five factors. The
price, quality and association of brand will be helpful in terms to positioned the brand in market
(Kinnunen, Uhmavaara and Jääskeläinen, 2017). To influence the customer's it is essential to
understanding overall picture with application of selected model. Therefore, Asker's asserts that
brand equity is the term that is determined by the independent five factors.
LO 2
P3 Define the analysis of different strategies of portfolio management, brand hierarchy and brand
equity management.
Portfolio management strategies refers to approaches that applied for efficient portfolio
management in terms to generate higher possible returns at the lowest possible risk ( Chahal and
Bala, 2017). Thus, this term can be stated as art and science of making decision about the
investment mix and policy. It can be termed out as road-map in which investor will have the use
of assets to achieve financial goals. This theory refers to design of optimal portfolios and its
execution for assets pricing. Thus, there are two basic approaches to the portfolio management
strategies and it is defined in the below presented manner as-
Active portfolio management strategy- It is term that relies on fact that one particular style of
analysis and management can able to generate the returns that aids to beat the market. Thus, it is
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need to be implemented by the advices of analyst managers that evaluate the market for the
presence of inefficiencies. Thus, it will involve the following styles :
 Top down approach- Under this, manager of Bentley Motors Limited will observe the
market as whole and decide about the sector in which they can perform well according to
the ongoing economic cycle.
 Bottom up- At this kind of approach, the prevailing conditions of market and expected
trends being ignored and evaluation of firms will be based on strength of products avail
in market (Mohanty and Kumar, 2017). Thus, it can be stated that strong firm will
perform well irrespective of prevailing market and economical conditions.
Passive portfolio management strategy- This is term that relies on fact condition of markets
are efficient and it is not possible to beat the return regularly and best returns can be achieved
from the low cost investment. Under this, approaches are defined in below presented manner as-
 Efficient market theory- It is term that relies on fact that information affects the market
and it is immediately available and processed by all investors in market (Šerić, Gil-Saura
and Mikulić, 2017). The portfolio managers who follows up this theory believes that
market averages cannot be beaten consistently.
 Indexing- As per this, the index fund will be used and it also works as to take the
advantages of efficient marketing theory and for creation of portfolio that impersonate the
specific index.
Hence, apart from active and passive strategies there are three other kind of portfolio strategies
and that will be defined in below contexted manner as are-
Patient portfolio- It is type of portfolio that involves of making investment in well known stock.
In this, managers of Bentley Motors Limited buy and hold stocks for longer period. Thus,
majority of stocks leads to generate the higher earnings on the daily basis.
Aggressive portfolio- It is the type of portfolio that will be involving of making investment
expensive product and services and this provides better returns and big awards along with
carrying big risk (Altaf, Tabassum and Mokhtar, 2018).
Conservative portfolio- It is type of portfolio that will involve the collection of stocks after
carefully observing the return of market, earning growth and consistent history of dividend. This
is effective in terms to carry out the all activities effectively.
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2. Brand management hierarchy- This is term that is engaged in determining the design
of logo and brand image in market. It helps to summarized the strategy of branding by
displaying the number and nature of common and distinctive elements across the entity
products (Ogunnaike, 2017). With the help of capturing the potential branding the
relationship between the various commodities sold by firm and it is useful means of
graphically branding strategy. Thus, Bentley Motors Limited has adopted the tall
structure which have many levels of management . It is one of the effective term that
helps to bring competitive advantage in market.
3. Brand equity management- This is one of the comprehensive framework and it is helps
in terms to enhance the value and strength of brand in market. It is one of essential
marketing activity that helps to develop uniqueness of brand associations and also plays
one of effective role in terms to determining the differential. The brand equity
management is the set of organisational process and this also designed to bring
improvement in understanding and use of brand equity (Kinnunen, Uhmavaara and
Jääskeläinen, 2017). However, it can be stated that the successful brand equity
management requires the balanced and strategic approach. This term is based on the three
ingredients that as differential effect, brand knowledge and consumer response to
marketing. This kind of factor leads to gain competitive advantage in market. To make
this effective, the Bentley Motors Limited will have the use of Keller's brand equity mode
as-
 Identification- This is term that works as to analyse the needs and wants of customers in
market. By providing the better products they can able to have enhancement in brand
image in market.
 Performance management- At this level, this is helpful in terms to evaluate that how
enterprise is performing their activities.
 Response- At this, firm must cater for the response of consumers. In order to carry out
the activities effectively it is essential to focus over term as quality, credibility,
superiority and consideration.
 Brand relationship- This step can be called as brand resonance. At this, consumer has
deep psychological bonding. The better quality and affordability factor attracts the many
customer to purchasable the products.
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M3 Critique analysis of portfolio management, brand hierarchies and brand equity with use of
appropriate models and framework.
The portfolio management strategies is helpful as it defines the plan of action or road-
map that how function in the enterprise can be performed. This can be assistive in terms to
provide the highest possible returns at the lower possible risk. The brand hierarchy is also
strategy that helps to formulation the logo and design so that it can be possible to have distinctive
brand elements among the firm products (Keller and Brexendorf, 2017).
LO 3
P4 Description on evaluation how brand are managed at global or domestic level.
The global brand strategy is act of balancing between local level of business and
international strategic vision. In order to manage the brand at the global as well domestic level it
is essential to put the major consideration over the three forms as company resources,
capabilities and current international position. With the help of enhancement in growth by
having expansion into the international market, establishing and building of the brand is one of
the core concept and this all are essential in order to sustain image in market. Thus, great brand
positioning can be done with the help of incorporating true understanding of competition and it is
also helpful in terms to get the potential competitive advantage in market. Bentley Motors
Limited by adopting Global brand strategy helps in gaining competitive advantage which assist
in improving the brand image at a global as well as domestic level.
The branding is the process and it can be done in the effective manner with the use of
distinctive image of products in market (Plumeyer and et.al., 2017). Thus, to make it proficiently
it is essential to understand the needs and buying preferences of customers in market. The
objectives within the enterprise relates primarily with the home market. Thus, Bentley motors
limited by adopting the international strategy will assist the organisation in achieving their
objectives. In addition to this, good brand positioning will be inclusive of the true understanding
of competition within market. However, branding process is expensive due to which many
organisations are not able to enter the market and rather they work for the brand already existing
in market.
Thus, brand can be extended and leveraged in the following context as are-
Brand extension- The brand extension is the technique and that will be useful for the
establishing brand name in new categories of commodities (Dirsehan and Kurtuluş, 2018). It is
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very useful in order to introduce the product in market with the use of some unique name in
market. Thus, approach as brand extension will be helpful in terms to get the ultimate success in
market. In order to extend the brand in market the firm need to have the use of some innovative
method so that brand can be sustained in market for the longer period. Thus, brand extensions
can be termed out as the expansion of brand into the new territories or markets. Bentley motors
limited in order to extend the brand in market use various innovative methods to attract more
customers towards the firm by providing the products which are innovative. For example,
Bentley Motor limited is using innovative ideas for manufacturing the cars.
Line extension- It is the term that will be useful to establish product brand name. Thus, it
is the term that refers to expansion of existing product line (Wong, 2018). On the other hand, it
can be said that the line extensions adds the variety of existing commodities in terms to reaching
the more diverse customer base and it works to enticing customer with new options. Bentley
Motors limited are using different brand name for their different cars which helps in providing
accurate information to customers about the particular product.
Brand stretching- It is process that works as to using of established brand name to
launch commodities in unrelated and different product category. Bentley motors limited for
increasing its customers is using the well developed brand name to promote its various products.
Brand stretching will help Bentley motors in gaining competitive advantage by using the existing
brand name for providing its products and services.
M4 Evaluation on use of different techniques to leverage and extend brands.
The use of line extension will work as to reinvigorate the product line by bringing it back
into the public awareness by drawing new customers and higher profits (Ogunnaike, 2017). On
the other hand, with the help of use of brand extensions will work as to enhance profitability as it
is useful in terms to enhance diversity in the inventory. Hence, it can be stated that the line and
brand extension allow firm to promote new products so that the things can be dine in the
systematic manner.
LO 4
P5 Evaluation on differ techniques for measuring and managing brand value using specific
organizational example.
The customer based perspective in terms to measurement of brand equity that put their
consideration on the experience that customer have with brand. Thus, focussing over continuous
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brand management can assist the brand to solidify position of dominance in the enterprise. It is
essential to measure and manage the brand in market for longer period so that better position of
the entity can be build up. Thus, there are the following techniques that helps to measure and
manage brand in market-
Market share- It is one of the potential technique that defines that the higher market
share usually means the greater sales (Kinnunen, Uhmavaara and Jääskeläinen, 2017). With help
of it, customer perspective can be identified towards the enterprise. This also aids to gain
competitive advantage and maintain brand image for long term. This will help Bentley Motors
limited in improving their brand image by increasing their market share.
Industry analysis- This is crucial to analyse the most competing brand within the
enterprise. By ranking the products on the basis of service model, size, reputation and target
market segment. This is helps in terms to get the proper idea about the services in market. With
the help of industry analysis Bentley Motors limited will be able to identify the different
products and services offered in the industry.
Public relation- The better public relation will help to turn customers into loyalty and
repeat purchasers. Thus, it is one of strategic communication process that helps to aware
customers with new trends and technologies. It allows to have better communication between
entity and public in terms to generate goodwill. Bentley motors Limited by maintaining good
relation with the public will help in attracting more customers towards the brand.
Customer feedback- It is one of the essential technique and most suitable one to get
valuable feedback from the customers. By analyse the response of buyer the firm can able to
improvise the commodities avail in market (Chahal and Bala, 2017). Therefore, effective
evaluation will be helpful to bring improvement in quality of product. Bentley Motors limited
with the help of customers feedback is able to improve its various products which will improve
the brand image of the organisation.
Purchasing intent- The willingness of customers to buy particular commodities or
services will be defined as purchase intention. This is one of effective strategy that help to
develop strong brand image in market. Therefore, it is techniques that is helpful to develop
strong and identical position of commodity in market. Bentley motors limited by identifying the
intentions of customers to purchase the particular commodity will help the firm in improving
their brand image by influencing the customers to purchase the products provided by the firm.
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M5 Description on application of techniques for measuring and managing brand to develop
strong brand.
The application of techniques as customer feedback, public relation, purchasing intent
and market share helps to measure and manage the brand in market. By developing the strong
brand image the Bentley Motors Limited will be capable to manage and measure the image of
product in market. Thus, effective techniques of brand management leads to gain competitive
image and it also enhances profitability and productivity.
CONCLUSION
By the above summing up report it can be concluded that brand management is term that
manages the tangible and intangible characteristics of brand and it is essential marketing activity
to compete with the changing business environment and this are influenced by the various
number of factors. The effective brand management will determine the significance as a
marketing tool. Hence, there are various components if the successful brand strategy that works
as to build and manage the brand equity in market. The report has also defined the various
suggested strategies of portfolio management, brand hierarchy and brand equity management for
the Bentley Motors Limited. In addition to this, the report has also covered the brand leverage
and extension techniques implemented by quoted firm.
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