Brand Management Report: Costa Coffee & Brand Strategies Analysis

This report provides a comprehensive overview of brand management principles, strategies, and their practical applications. It begins with an introduction to brand management, defining key concepts such as brand equity and the importance of branding as a marketing tool. The report then delves into the specifics of brand strategy, including the key components of a successful brand strategy, brand portfolio management, and brand hierarchy. Task 1 focuses on Optimum Impression Ltd, examining the importance of branding, brand equity, and steps to create a successful brand image, including finding target consumers, defining brand mission, and researching competition. It also analyzes Keller's Customer-Based Brand Equity (CBBE) model and its four levels: brand identity, brand meaning, brand response, and brand resonance. Task 2 explores Costa Coffee's brand portfolio strategy and strategies for managing brand equity. The report also discusses strategies for leveraging and extending brands, brand reinforcement, and revitalizing brands. Task 3 analyzes the strengths and weaknesses of Costa Coffee and collaborative partnerships. Task 4 examines brand value, brand awareness, market share, consumer attitudes, and purchasing intent. The report concludes by summarizing the importance of branding as an effective marketing tool, emphasizing its role in developing consumer orientation and keeping new competition away.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................3
TASK 1............................................................................................................................................3
1. Introduction........................................................................................................................3
2. Main Body..........................................................................................................................5
3. Conclusion..........................................................................................................................7
TASK 2............................................................................................................................................8
1. Costa Coffee's brand portfolio strategy..............................................................................8
2. Illustrations of Hierarchy management of brands within Costa Coffee's portfolio...........8
3. Strategies used for managing the equity of the brand within Costa Coffee's portfolio....10
TASK 3..........................................................................................................................................11
1 Strength of Brand that can be leveraged............................................................................11
2. Strengths of Costa Coffee so that it can achieve leverage................................................11
3. Weaknesses of Costa Coffee that need to be taken care of while developing its brand image
..............................................................................................................................................12
4. Collaborative as well as partnership agreements..............................................................12
TASK 4..........................................................................................................................................13
1. Brand value.......................................................................................................................13
2. Brand Awareness..............................................................................................................14
3. Market share.....................................................................................................................14
4. Consumer attitudes...........................................................................................................15
5. Purchasing intent .............................................................................................................15
CONCLUSION..............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Brand is simply a unique design, symbol, word, design or combination of all these
through which a company can create their brand differentiation in market place. Brand
management is an effective combination of marketing techniques related to a particular product
or brand. It is a functional process which includes steps like, identifying and establishing brand
positioning, planning and implementing brand marketing programs, measuring and interpreting
brand performance and sustaining brand equity (Heding 2015). Effective branding done by a
company can increase their consumer loyalty. In this report, company which is chosen in task
first is an advertising company named Optimum Impression Ltd. In this project discussions have
been made on importance of branding as a marketing tool, key components of successful brand
strategy, different strategies of portfolio management, brand hierarchy and brand equity
management. In this report, different types of techniques in order to manage brand value and
different techniques that are required to leverage and extend brands are also highlighted.
TASK 1
Article: Brand is Power
To: Board of Directors of ' Optimum Impression Ltd '
From: Marketing Manager
Date: December 23rd , 2018
1. Introduction
An advertising Organisation ' Optimum Impression Ltd. Is private company which operates
their business in United Kingdom. Company offers wide range of services . This organisation
aim towards to deliver first class service to their consumers in order to ensure that their work is
completed on effective time frame with high standards. Marketing manager of this company has
prepared an article that will benefit Optimum Impression Ltd. To develop new their new
marketing Brochure.
Brand: Brand is a unique design, name, sign, symbol, words or combination above all to
uniquely identify to create differentiate between one product of a seller to other. On the other
hand, branding is a process which is use to create a unique image or name of a product in
costumer's mind. Therefore, a brand is mainly a total of company value as an evidence by the
manner a company deliver their values at each and every point of contact. It is one of the basic
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responsibility of Optimum Impression Ltd marketing manager to create proper design or
symbol in order to benefit consumer to develop product differentiation of company product .
Importance of brand: A brand enables a business to create self recognisance in order to
build reputation for company. Mentioned below there are some basic importance of brand:
 Brand helps companies to increase their business values that aid organisation to acquire
new range of consumers (Elliott 2015).
 This will help business to identify their business and enhance their sales by creating
brand differentiation in marketing.
Brand Equity: It is an added value to product and services. A brand equity is mainly
affected by name awareness, brand loyalty, brand association and proprietary brand assets.
There are generally two elements which plays an effective role in brand equity that are
perception and thinking of consumers. It is necessary for Optimum Impression Ltd to create
remarkable and positive image of their products and services in consumer's mind. This will
benefit company to enhance their cash flow and overall attitudes of business.
There are some effective steps mentioned below through which company can create their
successful brand image:
Step 1: Find out Target consumers: It is first and foremost role of a marketing manager to
find effective consumers. In addition to this they need to ensure that they are appropriately
achieving mission of Optimum Impression Ltd .
Step 2: Define Brand Mission: According to this factor, Optimum Impression Ltd can
create values of their company which will benefit them to increase their consumer base. With
help of this organisation can able to make proper decision according to need of company
mission.
Step 3: Research Competition: As per this factor, it is essential for marketing manager to
evaluate overall competition prevailing in a marketplace and examine products which they are
producing for their targeted consumers. This will benefit them to deliver a successful brand
image of their own easily. With help of this process Optimum Impression Ltd can effectively
make required changes in their products and services in order to improve its quality.
Step 4: Create Value Propositions: In this factor Optimum Impression Ltd can evaluate
external and internal environment factors in order to create systematic strategies.
Step 5: Determine Brand Guidelines: In this Optimum Impression Ltd need to create
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different set of designs, templates, logo which will benefit them to develop unique brand
recognisance (Jugenheimer 2015).
Step 6: Market Your Brand: It is basic responsibility of Optimum Impression Ltd
marketing manager to implement effective marketing strategies so that their brand can become
famous in overall marketplace (Porricelli 2014).
2. Main Body
Optimum Impression Ltd is an organisation dealing in private sector and deliver services related
to paid promotions to their consumers. Company is providing their services in United Kingdom.
Various company like Starbucks, Costa Coffee and more can impressively take benefit from
this company to advertise their companies in United Kingdom. Optimum Impression Ltd
practically take use of advanced technology regularly in order to satisfy their clients as its best.
Successful strategy for strengthen: There are different type of models which can be use in this
present scenario are examined below:
Brand Equity: It is observed with impact and choices of consumers. There are some essential
elements in this which includes emotions, perception and experiences which arise in costumer
mind. In relation to Optimum Impression Ltd its marketing manager can implement CBBE
model in their adverting strategies to enhance their quality of products and services which they
serve to satisfy needs and wants of their consumers.
Keller's Customer- Based Brand Equity( CBBE) Model: With the help of strong brand
power a company can create a remarkable reputation of their products and services in minds of
their consumers. In Keller's Customer Model there are four levels. Marketing manager of
Optimum Impression Ltd with the help of their model can create a strong brand of their
organisation. In order to that they have need to build a pyramid which includes factors like
identify, meaning, response and relationships that are briefly described below:
Level 1- Brand identify: It includes defining your brand and their key benefits and examining
consumer understanding. In relation to this, it is essential for Optimum Impression Ltd to ensure
that company has properly evaluated their brand. After that they need to effectively deliver that
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message to their consumers so that they can clear their concepts systematically. Brand
identification is an essential tool in CBBE model. It is necessary for a company to use
appropriate strategies to enhance brand value of their products and services through advertising
for long run. There are various organisation who are taking advantage of advertising. For
example, Costa Coffee uses Orange colour in their packing process with the help of which
consumers can easily identify their products (Solomon 2014). This process them to create their
own brand uniqueness. Failure of this can create confusion in mind to consumer which will lead
towards loss of company in overall.
Level 2- Brand Meaning: It is basically characterised in two different points that are:
1. Brand Performance: It is a process with help of which a company can increase their
sales by keeping their cost under control. Overall performance of a company is
determined by company brand performance. For example, large organisations like apple
and Samsung and many other not only focuses on delivering effective goods and
services to their consumers but also concentrates on building their reputation. This will
benefit company to enhance their market base.
2. Brand imagery: In brand imagery element which is very essential is consumer mind. It is
an most important factor that plays an essential role in making a particular image in
mind of consumers (Dinnie 2015).
Level 3- Brand Response: This factors describes that if a consumer have purchased any kind
of product and services , then they create a certain type of expectation towards that company
brand. And if company can able to fulfils those expectations then consumer will be more
happy this will generate good amount of consumer loyalty. There are various types of
organisation like Amazon and Walmart and more whose consumers are enjoying good
experience.
Level 4- Brand Resonance: It refers to behaviour and engagement of consumers their values,
attitudes, connections and feelings. It is necessary for Optimum Impression Ltd to put their
main focus on company image which will benefit them to create unique image.
Brand extension and reinforcing: This factor will benefit Optimum Impression Ltd
to create unique identification of their products and services. They can take advantages of logo
or a symbol which will benefit them to make their different image from their rivals. Whereas,
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brand reinforcement states that mainlining brand equity in mind of company new and existing
consumers. Optimum Impression Ltd have implemented various schemes which will benefit
them to create separate brand differentiation in marketing.
Revitalising brand or overcoming a brand crisis: Renewing company brand strategy
as an whole will benefit company to decrease their maturity stage of their product cycle.
Optimum Impression Ltd have implemented strategies to through which they can reduce
various risks like brand crises (Wallace 2014).
3. Conclusion
Various importance of branding as an effective marketing tool- In relation to present scenario,
some of the significances are evaluated below:
 Develops consumers orientation related to service which is behind brand: In this
present scenario, it is major responsibility of Optimum Impression Ltd marketing
manager to adopt effective strategies to promote their products and services. These
elements are necessary in order enhance company growth (Abrahams 2016.).
 Keeps New Competition away: Major barriers that are related to new competitors can
be decreased by Optimum Impression Ltd if they develop good amount of segments.
This will benefit company to achieve their pre-determined goals and objectives.
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TASK 2
1. Costa Coffee's brand portfolio strategy
A portfolio is a collection of investment tools namely stocks, shares, mutual funds, bonds
and so on. These tools are generally based on an investor's income as well as convenience of
time frame. Sometimes business have same product or line in distinct markets and different
brand portfolio. Brand portfolio helps in fully utilisation of resources and it helps in reduce
confusion and brings higher efficiency These brand portfolio strategies help Costa Coffee in
distribution of services in various market segments. Basic key portfolio strategies being launched
by Costa Coffee are as follows:
Passive Portfolio Management strategy: Passive portfolio management strategy is an
effective strategy which works towards creating a portfolio which helps to earn healthy returns
based on market index as well as benchmark . All these various factors help in managing and
applying the working of Costa Coffee. Costa Coffee uses this approach of portfolio management
in improving its brand image and choosing correct technique for production processes as well as
selection of raw materials (Kavaratzis 2014). This strategy also helps in selecting various
categories of stock such as marketing theory, aggressive portfolio management strategies and so
on. Furthermore, passive portfolio management strategy greatly helps in improving brand equity
of Costa Coffee and also managing its competitive image in target market. Also, it works
towards building brand image of a business entity.
Active Portfolio Management Strategy: Active portfolio management strategies are basic
management strategies which are used when portfolio managers of Costa Coffee take an active
part in trading of securities. The main reason behind adopting such management strategies in
Costa Coffee is developing brand image of business. This would help in getting high competitive
advantage at international marketplace. It further helps in actively beating its competitive rival
firms as well.
2. Illustrations of Hierarchy management of brands within Costa Coffee's portfolio.
Brand name is a name given when any asset is attached or combined with a person,
product or service. It is an intangible resource . Brand management hierarchy on other side refers
to treating performance, growth and expansion of a brand as a business. It is a process which
deals in summarizing a brand strategy and further helps in graphically showing a brand's
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strategies and policies. It is a summarised process and aims towards differentiating between
situations which deal with performance, growth and other key things that affect marketability.
Some Brand Portfolio Strategy:
Branded house:
It refers to most common form of brand architecture where a company runs under single
brand. Here, brand of a company known by its name which gives benefits to recognise and make
business more visible at competitive marketplace. For example: Zara use branded house strategy
to offer its brand. So, it leads to build strong brand image which helps in getting greater success
for future offerings.
House of brand:
In contrast with branded house, this strategy of brand portfolio seems to be more
beneficial. Here, a company can manage its brand and various sub-brands more appropriately.
For example: Nescafe whose products are known by its parent company. This company offers a
wide range of confectionery products at marketplace by different-different brand names.
Hybrid Brand:
This brand portfolio approach is used in such condition where a company is changing its
brand architecture or acquiring other brands by merger. Therefore, under hybrid brand, such
organisations can centred on brand and sub-brand strategies, that leverage the cooperate name.
For example: Microsoft has endorsed various brands like Bing, Xbox and acquired other free-
standing brands like Minecraft, Skype and more. Along with this, it also has master-branded
offers such as Microsoft Project, Microsoft Windows and more. Therefore, to manage all brands
and create specification, this company adopts Hybrid brand approach.
Various management hierarchy techniques that help in creating a difference in brand
image of Costa Coffee are as follows:
Management hierarchy of Costa Coffee:
 Umbrella Brand: Umbrella brand is a major marketing practice or term which involves
numerous products or services under one brand. This process involves name or identical
products. This marketing practice is mainly used by brands who have a positive brand
image as well as developed market image in competitive market. An example of it is
Costa Coffee which provides varied versions of coffee such as latte, cappuccino,
espresso, cafe mocha, Americano and so on. It also deals in various quality of beverages
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such as chocolate shakes, choco frappé cold coffee and other versions of iced tea. This
marketing practice is mainly termed as a part of family branding where same brand
products are available in marketplace for customers. It greatly helps in improving profits
of a business concern and increases customer loyalty (Mosley 2014).
(Source: Umbrella Brand Strategy, 2018)
 Endorsed Brand: Brand architecture strategy is a very broad term that involves creating
sub brands by building their own identities for various business concerns under one
single parent brand. These sub brands are often grouped together and add value and
credibility in a firm's image. In present case, parent brand Costa Coffee plays an
important role in supporting and linking customers and profits. For endorsement
process, famous personalities like tv stars and movie stars are signed by popular brands
for promoting their brands (King 2017). This promotion approach leads to a more
developed profitability position of Costa Coffee and also enhances the customer base in
target market.
3. Strategies used for managing the equity of the brand within Costa Coffee's portfolio
Every business concern should be capable enough that it is able to focus and emphasize
on its business portfolio in order manage and build its brand image. In present situation, Aaker
brand equity model has been used by managers of Costa Coffee to assess management of brand
equity. This model was proposed and developed by Professor David Aaker. Vvarious factors
included in this model are explained in detail as below:
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Illustration 1: Umbrella Brand Strategy

Brand as a product: There are various qualities and terms included in this category
namely quality, scope, attributes value of a product in target market and so on. In present
context, chosen business entity is Costa Coffee which deals in coffee and coffee based products.
So it very important that managers of Costa Coffee analyse, measure and evaluate existing
factors and raw materials that help in processing finished products. This evaluation and
identification will help in laying a significant impact of profitability position of Costa Coffee.
Brand as person: Two major attributes of Costa Coffee under this category are consumer
brand personality and their relationships. Managers of Costa Coffee play a quite significant role
in maintaining healthy relationships with its clients and customers and provide them good quality
services.
Brand as symbol: Managers of Costa Coffee play very smart and involve audio visual
images which help in promoting and developing brand image. It helps in developing loyal
customers for a brand in competitive market at a rapid rate (Dwivedi 2015.).
TASK 3
1 Strength of Brand that can be leveraged
Brand leveraging is a name given to a strategy which takes into consideration power or
image of a currently existing brand name which thereby supports entry of a business concern into
a new but similar product segment. For example, Costa Coffee uses its developed and existing
brand image for launching a new version of cold coffee and coco frappé (Powell 2014). Brand
leveraging proves to be of great value as it helps in communicating and transferring useful
information to customers about newly launched products and services.
Brand leveraging is a strategy for using power of existing brand for supporting entry of
organization in totally new product which is related to category. L'Oreal has very strong position
in the UK market, it deals in the various type of cosmetics (Abrahams, 2016).
2. Strengths of Costa Coffee so that it can achieve leverage
Costa Coffee is a very popular UK based brand of coffee which has its own specialisation
like designing and interiors of its outlets, cutlery used having its symbol inked and pure and fresh
raw coffee beans that are used in production. All these factors together help in providing good
competition to competitors of Costa Coffee in overall global market. Furthermore, leverage is
used by managers of Costa Coffee as a successful investment policy that helps making effective
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use of borrowed funds. All these financial instruments and financial policies collectively help
Costa Coffee in achieving and targeting various opportunities and also enhances its profit
margin. If spoken about present case, Costa Coffee has launched a new innovative product as
coco frappé which is a combination of dark chocolate and coffee powder infused with milk into
it. This product has become very popular among kids and youngsters due to which its demand
and sale has increased greatly. Strengths of it are explained as under:
Good return on capital invested: Coco Frappé is most popularly preferred product of
Costa Coffee that is preferred by youngsters and kids. It is assumed to be a very innovative and
attractive product due to which it has acquired all competitive markets at a very quick rate.
It has performed in an excellent manner in new markets as the brand Costa Coffee is quite
popular and product made had a lot of expertise and skills involved. Due to all these factors,
customers greatly liked its taste and flavours. Managers of Costa Coffee also invented packaging
of new product in quite a creative way that promoted its productivity and effectiveness in local
markets.
3. Weaknesses of Costa Coffee that need to be taken care of while developing its brand image
Coco Frappe though is liked by numerous people but also has some weaknesses which
have been analysed by managers after doing a collective research. As per research, it has been
noticed that quite a lot of health conscious people do not prefer consuming Coco Frappe due to
its high calories intake as well as caffeine content. So, people who are in middle age group do
not prefer consuming a product which may require them to work out a little extra mainly in UK.
This factor has greatly impacts profit margins of Costa Coffee in UK. Hence, managers have
decided upon modifying and innovating this product and launching a healthier substitute of it.
4. Collaborative as well as partnership agreements
Collaborative agreement refers to an agreement under which two or more researchers
companies or individuals are agreed on some common objectives. This would help in sharing
resources, knowledge and skills for making business more effective. While the term partnership
agreements refers to concept where individuals become partners to run same business, for
achievement of same objectives and goals. Therefore, at domestic level, partnership agreement is
considered as best advantage to run business more effectively. As here, companies can divide
cost, resources, profitability and entire business equally. While, at international level,
organisations need to adopt the concept of collaborative agreement, where they can share each
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other resources for providing best services at global marketplace. Costa Coffee is an international
coffee brand. Hence it will have to keep its focus over two major aspects namely brand extension
as well as leverage. Brand extension is practice which involves increasing business of a
particular brand by joint ventures or collaborations. In specifically present case, brand extension
played a quite significant role in collaboration process of Costa Coffee with Kraft Brew which is
a UK based business concern. By collaboration they developed automated vending machines as
well as American single serve discs for serving various types of coffee such as latte, cappuccino,
etc. This joint venture was greatly helpful in building brand image of Costa Coffee.
Furthermore, it also led to increase ion sales ratio as well as improving productivity and
profitability position by great extent. These are certain examples of ways in collaborative or
partnership agreements can benefit growth of Costa Coffee.
According to view point of Jugenheimer and et al. (2015), the term Brand extension is
also known as brand stretching strategy, under which a company for leveraging its new product
in a specific category. Thus, it would helps in enhancing business image and build reputation of
renowned brand, that will increase demand of such new products as well. While, Line Extension
is mostly used where an organisation launch some new services in same product line category
under existing brand name. It would create business slightly twist on establishment of brand in
same category. Therefore, to leverage brand in appropriate manner, it is recommended to Costa
Coffee to use line extension. Under this approach, respective firm can re-invigorate a product
line and bring the same back into public awareness by bringing new customers.
TASK 4
1. Brand value
Organisation's cash flow is taken as net present value which is related with services and
products which are being offered by organisation is referred to as brand value. It is also known
as brand equity. To rationalise difference among organisations market value and book value, an
unidentifiable asset is analysed by brand. 2000 stores in 25 nations are owned by Costa Coffee
which have earned a good name in entire world. To improve brand value organisation should
focus on goals and should take in note gross profit to enhance brand value. Firm should provide
something for which customers are looking from long and are desperate to have it like a glass of
water have a more value in desert rather than on normal occasion. With usage of gross profit
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approach of differential, differentiation is recognized as discovered brand value. Ristretto is
having certain value using existing technique which is equal to price being offered in market of
same sector by homogeneous companies (Lin, 2015). Coca Cola also provided wide range of
drinks and manufactured new like classic coke but they did not recognized requirements of
customer's. They can avoid this if they would have listened to customers then they could have
provide fizzy drink which can be different in taste but they did not acknowledged their needs.
Feedback channels are must through which users can give their opinions and can tell what
exactly their requirement is.
2. Brand Awareness
An efficient approach for which consumers are acquainted with image, qualities or
services of specific brand of goods is known brand awareness. Example of Costa Coffee can be
analysed and understood as goods products and services are covered in red colour, concept of
brand awareness can be examined by given example. Sergio and Bruno owners of Costa Coffee,
kept their focus on red colour from promotion to creation of new products, sales and many more.
They have used red colour for every event by which customers are able to recognize them. By
this Costa Coffee has enhanced their profit margins. Another example can be of McDonalds
which also use red colour as their identity and they provide goods and services in red colour even
their serving trays are red in colour by which customers can recognise them.
3. Market share
Costa Coffee is ranked on number one in 2016 and they have 21000 stores in United
Kingdom and also in other sections of world. Pepsi is a growing beverage brand in United
Kingdom which is consuming 34% in beverage sector in United Kingdom. Market share of two
different organisations which deals in different sectors has been shown above and both acquire a
great portion in market due to which they are having great profitability. In 2017 within United
kingdom Private label had highest sales with almost 1.3 billions sales in British pounds. Coca-
cola has 796.5 billions sales in 2017 and then it was Pepsi in all variants with sales of 340.7
billion sales in British Pounds. This was market share of some brands present in United kingdom
which covered most of shares of market in 2017.
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4. Consumer attitudes
Cadbury is considered as largest confectionery brand which goes on analysing customers
preferences, taste and attitude continuously so necessary changes can be made in terms of taste
and quality to meet requirements of consumers. Different techniques are used by Cadbury which
is helping them continuously to improve attitude of consumers towards services and products
being offered by them. Scaling technique is used by them in which managers of organisation
keeps measuring and judging mind of consumers and their (consumers) attitude is managed,
perceptions and preferences are considered for determining heterogeneous brands related with
homogeneous products (Schallehn, 2014). Sorting of orderly category, paired comparison and
ranking of products are few activities which are recognised as effort to help organisation to
increase profit margins by analysing consumers behaviour towards their product.
5. Purchasing intent
Example of Lakme can be taken in this context which is treated or considered as major
brand for sales of cosmetic based goods and services to consumers. Managing purchase and
measuring techniques are used by organisation via using predictive modelling technique. Data
mining and probability techniques are effectively used to analyse complete procedure. Profit
margins of Lakme are improved as they include wide and excellent range of products and goods.
Maybeline is taken as another brand of cosmetics which provides services and products to
customers Predictive modelling techniques are used by them and customers can even customise
their needs like shades which they need and can see way in which they are made so customers
get a view of manufacturing of their product which increases their sales as some customers may
be allergic to one or another product (Johansson, 2014). In this way different techniques are used
to enhance product value and give customers self satisfaction.
Methods and tools for measuring brand value :-
Survey – It is the process in which individual get detail knowledge about the market or
geographical area for gathering data on attitude, satisfaction level, opinion, impression and so on.
By polling a section of population.
Advantages Disadvantages
 Survey can be developed in less time
instead of other data collection method.
 Selected respondents may not feel
encouraged or motivated for providing
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 Cost-effective, but cost depends on
survey mode.
accurate as well as honest answer.
 It is long as well as time consuming
process.
Cost based method - It is one of the pricing methods utilise for determining the selling
price of a product by the organisation, wherein the price of a product is identified by adding a
profit element in addition to the cost of making the product.
Advantages Disadvantages
 Straight forward and simple strategy.
 It make sure that all production as well
as overhead cost are covered before
profit are calculated.
 May lead to under priced product.
 May sometimes ignore consumers role
in the overall market.
Market based method - In the Market-Based Approach, the value of an asset is
determined by comparing it with the market prices of recently sold similar sized assets in recent
time period like a quarter.
Advantages Disadvantages
 It is straightforward as well as include
simple calculations.
 It utilise data whichs is real and public.
 It is less flexible compared to other
methods.
 The method raises questions on how
much data is available and how good
the data is.
CONCLUSION
As per the above concluded report, it has been concluded that brand management is an
application in which consists of various techniques related to product and services. It is an
effective strategy includes designing and implementing of various marketing programmes and
activities through which a company can able to create and manage brand equity. Branding is an
essential marketing tool with the help of which company can create their product differentiation
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is marketplace. There are mainly two types of strategies in portfolio management that are Passive
portfolio management and active portfolio management with the help of which organisation can
develop their brand equity is best suitable way. It is necessary of a company to manage their
brand value in effective way so that they can able to enhance their brand value, brand awareness,
market shares, consumer attitudes and purchasing intent. It is very important for a company to
adopt various strategies which will benefit them in creating a unique brand image in mind of
their consumers. This will benefit organisation to increase their probability and productivity and
market share in a marketplace.
REFERENCES
Books and Journals
Heding and et. al., 2015. Brand management: Research, theory and practice. Routledge.
Elliott and et. al., 2015. Strategic brand management. Oxford University Press, USA.
Solomon and et .al., 2014. Consumer behavior: Buying, having, and being (Vol. 10). London:
Pearson
Jugenheimer and et al., 2015. Advertising media planning: a brand management approach.
Routledge.
Dinnie, K., 2015. Nation branding: Concepts, issues, practice. Routledge.
Abrahams, D., 2016. Brand risk: adding risk literacy to brand management. Routledge.
Kavaratzis and et al., 2014. Rethinking place branding: Comprehensive brand development for
cities and regions. Springer.
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Wallace and et .al., 2014. Consumer engagement with self-expressive brands: brand love and
WOM outcomes. Journal of Product & Brand Management. 23(1). pp.33-42.
Mosley, R.. 2014. Employer brand management: practical lessons from the world's leading
employers. John Wiley & Sons.
Johansson and et. al., 2014. Contemporary brand management. Sage Publications.
Schallehn and et. al., 2014. Brand authenticity: model development and empirical testing.
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Lin, Y. H., 2015. Innovative brand experience's influence on brand equity and brand satisfaction.
Journal of Business Research. 68(11). pp.2254-2259.
Powell, S. M., 2014. Twenty-one years of the journal of brand management: A commemorative
review. Journal of Brand Management. 21(9). pp.689-701.
King, C., 2017. Brand management–standing out from the crowd: A review and research agenda
for hospitality management. International Journal of Contemporary Hospitality
Management. 29(1). pp.115-140.
Porricelli and et. al., 2014. Antecedents of brand citizenship behavior in retailing. Journal of
Retailing and Consumer Services. 21(5), pp.745-752.
Dwivedi and et. al., 2015. Celebrity endorsement, self-brand connection and consumer-based
brand equity. Journal of Product & Brand Management. 24(5). pp.449-461.
Online
Keller’s Brand Equity Model. 2018. [Online]. Available through:
<http://www.managementstudyguide.com/brand-management.htm>
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