Branding Management Report: P&G Strategies and Analysis

This report delves into the critical aspects of branding management, focusing on the strategies and their significance in the business world. Using Procter & Gamble (P&G) as a primary case study, the report examines the importance of branding, highlighting its role in influencing consumer perception, increasing brand loyalty, and enhancing product awareness. It defines and evaluates various branding strategies, including the Aaker brand equity model, and analyzes components such as brand loyalty, brand awareness, perceived quality, brand associations, and proprietary assets. Furthermore, the report explores brand portfolio management strategies, differentiating between 'House of Brands' and 'Branded House' approaches, and discusses brand hierarchy and individual branding. The report underscores the importance of brand equity management in making informed marketing decisions, contributing to both short-term and long-term business growth. Overall, the report offers valuable insights into how effective branding can drive business success, using P&G's practices as a practical example.

Branding Management

INTRODUCTION
Brand management means planning about how a company and product are perceived in
market. Branding help to change customers perception towards a product. Branding help to
increase loyalty of consumer towards organizations product and services. It increases awareness
of product & services in mind of customers. A function of marketing to increase effectiveness of

organization. Procter & Gamble is an multinational company provide consumer goods operate in
50 countries worldwide with 97000 employees are working in organization. Around 100 brand
are incorporated under name of P&G. Study will explain branding importance. It will define and
evaluate various strategies that may help in maintaining brand equality. Different techniques for
managing brand value in an organization and how it helps in success of organization.
LO1
P1 Branding’s importance to business
Branding can be described as tool which are helpful in influencing mind or consumer
choice of buyers (Hong and Diep, 2016). Each and every company has their own set of products
and large number of rivals for every product. Branding help to differentiate product and services
of organization as compare to their competitors. Goals of a business is to survive and sustain in
market. Branding help to attract target audience towards company's products. P&G has its own
line of personal and health care products one of them is Ariel which is one of the leading
detergent powder and loved all over the world. Branding help P&G to increase their value, gives
employees direction and motivate to work effectively and acquire new customers easily.
Branding Creates trust
Branding help company's to work in a professional way. Customers are attracted towards
business that looks more polished and legitimate. Branding is vital for success of a business and
marketing help to convey message that an organization try to convey to their customers. In
context of P&G company's wide product offering that attracts customers towards their business,
their marketing techniques focus on providing quality services to household customers . Due to a
positive image in minds of customers for P&G help them to gain trust of customers for their
product Ariel.
Creates recognition
In branding logo is a major component of a business. It help people to recognize product
of a company. company's set logo simple and memorable for their customers and improves
overall impression of company on their customers(Alden, Steenkamp and Batra, 2018). In
context of P&G their overall global presence help company to make people recognize their
products and services. Simple and professional logo with company's name on it help to recognize

it easily. Regular changes in its packaging with different wrappers or use of new colour and
keeps the familiar logo on all of its packaging.
advertising
organization choose to advertise their product help to build a brand. In context of P&G
company take part in large number of commercial and ads for their product Ariel and brand
name of company help them to attract people towards their advertisement and increase overall
sales of business.
Gives an identity to product
Branding is important for a business to create an identity in market and help to attract
customers easily. Branding help to build recognition in market for product and easily memorable
for customers. In context of Ariel high quality products at reasonable prices help company to
develop an identity and improve their sustainability in market. Overall image of P&G in market
help company to develop identity for their product Ariel and help company to compete in
market.
Differentiate product from competitors
Each and every company have their own identity in market. company's develop
differentiation from competitors by making changes in brand identity, brand message or product.
In context of P&G company's quality products and variety specially for household services help
company to develop a different image in market(Salleh and et.al., 2017). company's unique
packaging and their simple logo help them to stand away from competitors. Ariel know their
target audience which help them in marketing of their product easily.
Boost employees trust and motivation
Employees working in an already established brand it help to increase their satisfaction
and keep them motivated towards business and work hard to achieve goals. In context of P&G is
a renowned brand and employees feel for better opportunities for them in future which help
company to motivate employees to work with full of efficiency for their personal development.
Increasing profitability in business help company to give good salary to employees and build
their trust. Employees working in P&G are able to develop their recognition in society.
Support marketing strategies
Marketing is essential part of a business to engage customers with organization product.
But success of marketing largely depends on an identifiable brand. Marketing aim is to promote

a product and brand help to give an identity to product. In context of P&G company's name in
market and brand recognition help marketing department to establish their product Ariel easily.
Marketing help to improve company's efforts for success of organization.
Attract new customers
Effectiveness of a brand largely depends on their products & services. Strong brand help
to make the person ready to buy products. In context of P&G company's variety of products and
quality and satisfaction provided by them help to attract new customers more easily. Household
customers are target market of company which help them to generate more revenue for
business(de Noronha, Coca-Stefaniak, and Morrison, 2017). Popularity of brand help to attract
customers and increasing demand for products like Ariel develop their overall presence.
P2 brand strategies and its component
Branding help in success of business and to improve effectiveness so that firm can meet
its goal. Branding help to improve overall presence of business in market. P&G is a British
multinational company and their brand name help them in overall success of business. Aaker
brand equity model help Virgin group to prepare strategy of branding of their business are as
follows.
Aaker model
Brand equity shows brand value, well known brand help company to earn more revenue
in market and require to increase profitability of business. It is beneficial in raising financial
performance of business unit (Balmer, POWELL and BREXENDORF, 2018). Model help to
develop a brand identity and creates an image in mind of consumers.
Components
Brand loyalty
It shows the extent to which customers are loyal to a company. company's with higher
loyalty of customers towards their brand help them to reduce marketing cost and achieve their
goals easily. Current satisfy and loyal customers help to spread awareness to bring new
customers which help in development of business. In context of protector and gamble company's
product Ariel and due to their immense popularity they are able to increase sales of their product.
Quality services provide by Ariel help company to increase brand loyalty of customers. Due to
customers loyalty company has time to respond and prepare strategy against their competitors.
Due to customers loyalty company has to put less efforts in marketing of their organization.

Help Ariel to prepare strategy for brand by analyzing their loyal customers . Due to loyal
customers Ariel able to prepare strategy for other competitors customers.
Brand awareness
Presence in market and an extent to which customers know brand in market. Awareness
help to develop an image in mind of customers so that whenever they plan to purchase a product
they consider a brand. Effective brand name and logo help company's to get attention of
customers. Consumers positive attitude towards brand or a company help to increase awareness
in market. In context of P&G company's product Ariel have a positive image in mind of
customers and various delivery channels and availability of wholesalers help company to make
people aware about products. Due to product quality services make customers to consider Ariel
before purchasing a product in market(Wilson and Ellison, 2018). Positive image of Ariel in
mind of customers help company to spread awareness about product in market.
Perceived quality
Quality of product help company's to attract customers towards business, quality help to
increase sale of product. Quality play an important role when a customers buy product of a
brand. Different features provided by product help to attract customers.. In context of P&G
company's product Ariel quality standards help to gain a market share. Product remove tough
stains in just one wash, and quality detergent for machine wash help company to satisfy
customers easily and engage them with their products. An effective price for a product help to
engage customers easily. company's challenge to remove stains help consumers to know that
company stand for a quality guarantee.
Brand associations
Association means a level at which company is able to engage customers with brand like
advertising help to make customers aware about a product. Advertising or association need to be
effective and provide unique quality of product, it play an important role while buying a product.
If brand association help to create positive attitude of customers then it increases total brand
equity(Anagnostopoulos and et.al., 2018). In context of P&G their effective abilities to attract
customers help in improving performance of company. Ariel marketing strategy attract
customers easily and improve effectiveness of products and services. Positive image of P&G
help Ariel for growth in market and to with help advertising they are able to engage customers

easily and more effectively. Increasing association of customers with Ariel help company to earn
competitive advantage.
Other proprietary assets
. In context of P&G company completed all legal requirement that an organization need
for their product. Good relation with supply channels help company to expand their services
easily.
LO 2
P3 Strategies
Portfolio Management
Brand portfolio refers to one company or organisation under which many other brands
and company's function to meet needs of buyers. (Tanusondjaja and et.al., 2018). There are
various benefits which encourage organisations to build their brand portfolio which are-
 This allows single company to operate and function in different market place.
 Company can connect with diverse market,
 Building brand credibility by associating new brands with established brands.
For these benefits P&G of company's also have built their brand and company's and brand that
are operated under P&G of company's are-
Finance and Service, People Travel and Media etc. P&G functions in all these industries in
regions that are served by company are, Asia, Australia, Latin America, Russia, UK and USA
etc.
Strategies to manage brand portfolio :
House of Brands- it states brands are differentiated from each other and operate independently.
This strategy does not involve to mention that two brands have shared ownership in their
publicity material. Under this brands are known by different names and operate under one
company.
Branded House- In this company's have smaller sub-brands and all are operated under one
parent brand (Melewar and Skinner, 2018). In this all the brands of a company retains connection
with primary brand.
P&G uses a mixed model in which all its brands are operated under same name but serve
different customers group and operate in different industry.

Brand Hierarchy
Brand hierarchy shows the distinctive of various elements of brands.
Corporate Branding refers to using name of company as name of product. This hierarchy is
highest and consist of brand of company. Many times products and company name are used
interchangeably which make it difficult to identify the difference.
Family Branding refers to group of products which are given common name. This is next level of
brand hierarchy and use more products which are operated under one name or name of the
company (Carolino Sousa Santos Junior, 2018). All the products that P&G offers they all have
name of the company with themselves making it easy to identify that brand is operated by P&G
Individual branding refers to giving each product a unique brand name.
Brand equity management
A system that help to set a research procedure which provide accurate information to
marketers that help them to take best and possible decision for success of business. Effective
decision help in growth of business in both short and long run. Marketers of organization have
large number of tools to develop strong brand image and equity in mind of customers(Punjaisri
and Wilson, 2017). In context of P&G overall brand image of company in market and improve
overall effectiveness of organizations goals. Regular differentiation in their products help Brand
to achieve their goals and objectives more easily as compare to their competitors. P&G is able to
maintain their brand image in market which help them to attract customers easily and achieve
their goals more appropriately. Consistency in company's product & services help to attract
customer easily. Focus on target market to increase overall sales of product and services.
Company is able to involve customers more effectively. P&G involves consumers and make
them aware with features of business by this way entity get to know preferences of buyers and
make them able to serve the same products so that their satisfaction level can be raised.

LO3
P4 collaboration and partnership
Ariel cleaning abilities help company to retain its valuable buyers easily(Liu and et.al.,
2017). Ariel help in quick washing of clothes with less efforts.
Strength of brand that can be leverage
Quality provided by Ariel help them to increase overall sales of their product. company's
effective product that help to remove toughest stains in just one wash help to attract consumers.
Increasing trust due to products quality, consumers who are more attracted towards quality of
product are ready to buy Ariel.
Market share
Market share shows overall success of organization and its effectiveness in market.
Market share shows ability of a product to attract customers easily. Strong position of Ariel in
detergent powder category help company to expand its products and services easily. Company
has highest market share at a global level. Increasing market share help company to increase
profitability. Product effective features in machine wash help company to expand firm. Due to
immense popularity in machine wash makers help company to increase awareness about product.
Strong customer base
Increasing overall presence help company to engage large number of customers easily.
Increasing trust of customers towards Ariel help to develop loyalty towards their product and
services. Overall increasing presence and customer base help Ariel to develop a brand equity in
market.
Provides options
Different variety of products and services provided by Ariel like Ariel active 3in1,
washing gel, washing liquid help company to engage customers more easily and effectively,
regular innovation help them make their customer satisfied, providing products with fragrant
detergent help them to develop a unique image in mind of customers. Different detergent
powders according to their customers requirement help company to expand at a large scale.
Weakness

Increasing competition from various lower prices products affect overall growth of Ariel
in developing countries. Company is unable to expand their services in those economies which
affect their overall growth in market. Strong competitors from other big brand reduces overall
profitability of company(Amin, Ghazali and Gulzar, 2019). Increasing competition from local
company's in local market affect their overall profitability and growth. Increasing demand for
lower prices product affect overall sales of Ariel in market and company is unable to cope up
with changes effectively. Due to effective promotion strategy of competitors they are able to
achieve goals. Special quality of different new detergent affects their overall sale in market.
Company unable to go for proper research of products and services and unable to maintain
effectiveness
Ariel need to prepare a proper research on competitors product and services provided by
them to make their customers satisfied and engage them with success of organization. Company
need to improve their advertising strategy that help to spread awareness about their product in
market.
Collaborative and partnership agreement.
Procter and Gamble is leading firm that has branches worldwide. And due to their
immense quality of products it is better as compare to their competitors (Siegert and Hangartner,
2017). Company aim is to develop business globally. P&G partnership with company's like
Novozymes, technimark LLC help company to improve technology and attract customers easily
towards effectiveness of their business and products and services.
P&G engage local grocery and retail marketers. Partnership with e commerce company's
help company to improve their abilities. company's association with NFL help to maintain
budget and require for success and growth of business at a large scale.
LO4
P5 measure and manage brand value
Brand valuation can be defined as process which is sued by companies to know actual
customer’s perspective about firm and how much value they give to business and its products. It
reflects the intention of consumers to spend money to buy particular product of business.
Financial metrics is the tool that company use for measuring brand value. P&G is global
firm that provides many consumer goods to the wide range of buyers. Valuation of brand can be

done by looking at its price policies over its competitors. Apart from this, by evaluating average
transaction value firm can get to know its position in the mind of consumers. If sales or revenues
of organization is increasing with the rapid speed, then it can be assumed that people like to
spend money to purchase P&G products that reflects that value of brand is very high.
Preference metrics is another technique of brand valuation. As preferences of consumers
are essential to know about their buying behavior(Lucarelli, 2018). P&G can measure the value
of brand by looking at accessibility of products. It can be done by using evaluating emotional
connection of buyers with the product. By this way P&G would be able to know the actual gap
between connectivity of consumers and P&G can take initiatives to raise emotional connection
with wide range of customers (6 Ways to Measure Brand Equity and How to Build It, 2019).
Key performance indicators is another method or technique that can be used to measure
and manage brand awareness. P&G can take assistance of profitability ration, product standards
to measure the value of company and how much people are aware with features of company.
This is the best way through which lacking points can be identified and enterprise can take
support of social media to attract more consumers and to develop relationship with them. By this
way P&G would be able to enhance trust of them which will force them to spend money to buy
Ariel products of business. Engagement of people using social media sites can be beneficial for
P&G in enhancing the brand value because it will develop relationship with them and this will
aid in raising their emotional engagement.
Output metrics is the strategy or method of brand valuation. It conducts campaign in the
local market just to analyses whether people like to buy its Ariel product or not. By conducting
this kind of survey and campaign firm can get the know actual value of firm in the mind of
buyers. This would be better in taking right action to enhance brand awareness among the wide
range of consumers across the world. By organizing loyalty programs enterprise can easily make
the person loyal towards the brand. That would be better in managing the value of business to
great extent.
Competitive metrics strategy help P&G to analyze their competitors which affect overall
growth of their business in market. Advertising and pricing adjustment campaign help to fulfill
customers preference(Jayasinghe, 2017). With help of this metrics P&G is able to analyze areas
where they are able to increase value for products. Metrics help company to prepare strategy for

their customers base. Help to increase market share of company, increase overall sales of
company's products and services.
Local market perception metrics help P&G to analyze different local marketers and their
preference to use product and services of other organizations in market which affect overall
growth of P&G business and not able to attract customers more easily and improve efforts of
their organization products.
CONCLUSION
Study summarized as P&G uses the tool of marketing for their brand Ariel in an effective
manner so that they can achieve more sales and generate more amount of revenue in market. It
has helped the company to position themselves well in the eyes of people. To make the brand
successful they have used effective strategies so that they can gain the factor of brand equity and
build the brand in a manner which does not have an impact due to small factors. Company has
positioned themselves in the eyes of people as a premium brand and they target their audience
according customers preference. company's aim is to achieve their mission. company's effective
plan to overcome from problem help them to develop business at leading level. Report provide
different strength and weakness of Ariel that have ability to engage customer more easily in
market. Different types of techniques and strategies help company to measure their value by
different perception and metrics from customers.
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