This report delves into the intricacies of brand management, encompassing essential concepts, strategies, and real-world applications. The assignment begins with an exploration of brand definition and the significance of brand equity, using Marks & Spencer as a prime example. It then progresses to an analysis of Aaker's brand equity model, highlighting its components and practical application. The report further examines brand portfolio strategies, specifically focusing on Marriott International's approach, brand hierarchies, and methods for managing brand equity. It provides a comprehensive overview of brand value, brand awareness, market share, and consumer attitudes. The report also analyzes how brands are leveraged and extended over time, including techniques for measuring and managing brand value, brand awareness, consumer attitude, and market share. Throughout the report, various branding strategies are critically evaluated, and the importance of brand building and its impact on business success is emphasized.
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