This report provides a comprehensive analysis of H&M's brand management practices. It begins with an introduction to brand management, defining its role in enhancing product value and building customer loyalty, and sets the stage for an in-depth examination of H&M's strategies. The report then delves into Task 1, which covers the fundamentals of branding, including defining a brand, brand equity, and the stages of building a successful brand such as target customer determination, brand mission, competitive research, value proposition creation, brand guidelines, and market branding. The report also explores the role of the marketing department in creating brand equity, focusing on awareness, differentiation, and value. Task 2 analyzes H&M's brand portfolio management, brand hierarchy, and brand equity management. It explores different strategies for brand equity, brand extension, brand reinforcing, and brand revitalizing, including the Keller Customer-Based Brand Equity (CBBE) model. The report also examines various brand portfolio models. The report concludes with a summary of the importance of branding as a marketing tool for H&M and its impact on market position, market share, customer acquisition, and business expansion. References are included at the end.