Brand Management Report: Building Brand Equity for Rubicon Drinks

This report provides a comprehensive analysis of brand management principles, focusing on Rubicon Drinks Ltd. It explores the importance of branding as a marketing tool, emphasizing how it helps in recognition, increasing business value, generating new customers, and building trust. The report delves into the key components of a successful brand strategy for building and managing brand equity, including brand loyalty, awareness, perceived quality, brand association, and proprietary assets, referencing Aaker's brand equity model and the customer-based brand equity model (CBBE). It also presents different strategies of portfolio management, brand hierarchy, and brand equity management, discussing both active and passive portfolio management approaches. Furthermore, the report evaluates collaborative brand management at both domestic and global levels, and it assesses techniques for measuring and managing brand value for Rubicon Drinks Ltd. The report provides a detailed overview of branding strategies and their practical application.

Brand Management

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
P1 Presenting importance of branding as a marketing tool.........................................................1
P2 Describing key components of a successful brand strategy for building and managing
brand equity.................................................................................................................................3
P3 Presenting different strategies of portfolio management, brand hierarchy and brand equity
management................................................................................................................................6
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic
and global level...........................................................................................................................7
P5 Presenting different types of techniques for measuring and managing brand value.............9
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................12

INTRODUCTION
Brand Management is the analysis and planning on how a brand Is detected in a market
and for it, it is quite essential to develop a good relationship with the target market. Therefore, by
constructing a positive relationship with its target market is quite important for a brand
management. Thus, brand management is considered one of the most important tool or key
aspect of a marketing which further boost the value of a products. In the same way, the entire
report main aim is to provide the importance of Brand Management and applying successful
marketing technique to sustain its brand image in market. The chosen firm for this report is
Rubicon Drinks Ltd which is one of the leading manufacturers of carbonated soft drink in UK
and the company also has a brand image at world-wide level.
The report will explain the importance of a branding as a marketing tool and how It has
emerged in a business practice and further, report will analyse key components of a successful
brand strategy for building and managing brand equity. It also describes various strategies of
portfolio management; brand hierarchy and brand equity management and it also evaluate how
brand are managed collaboratively and in partnership both at a domestic and global level.
Moreover, it evaluates different types of techniques for measuring and managing brand value for
Rubicon Drinks Ltd.
MAIN BODY
P1 Presenting importance of branding as a marketing tool
Branding is the that marketing practice where the firm can create a name, symbol and
design that clearly shows that as belonging to a company. Through branding, customers can
easily identify the product and distinguish it from other products and services. Therefore,
branding is quite important not only that it makes a memorable impression on consumer but it
also allows the customer to determine what they are expecting from the company (Rosenbaum-
Elliott, Percy and Pervan, 2015). That is why it is a way that also distinguish themselves from the
competitors and provide better choices as well. In the same way, Rubicon Drinks Ltd also uses
its own logo that helps to creates positive impact upon the business. Branding is an important
key aspect for every business because of the following reasons,
Helps to get recognition: The most important reason behind branding is such that it helps
to get recognition and known to their customers. And in this, logo is an important element of
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branding such that it is consider a face of a firm (Importance of Branding, 2019). That is why
professional and unique logos are design that makes a good impression at single glance.
Increases business value: It is another important reason of branding such that it is also
important when it try to generate future business and a strongly established brand can increases a
business value only by giving a company more advantage in an industry. That is possible only
when the company has a brand value in a market. For example, Rubicon Drinks Ltd wants to
expand its business into other smaller brand such that it wants to offer now Mango Juice to their
customers.
Assist to generate new customers: It is evaluated that if the company has a brand image
then it means there is a positive impression of the company among customers. Such that once a
brand has been well established then only word of mouth will be the company's one of the
effective marketing technique (Heding, Knudtzen and Bjerre, 2015). In the case of Rubicon
Drinks Ltd, it offers a wide range of exotic soft drink products to their customers that helps a
business to generate new customers and its good marketing technique also helps to attract wide
range of customers towards it.
Creates Trust within Marketplace: If company uses well- strategized branding then it
will help a company to build a trust with the customers. It is also realized that people are more
likely to do a business with those companies who has a professional portrayal. Being properly
branded gives a positive impression of being industry experts and also makes public feel that
they can trust the firm for its best quality of products and services. In the same way, Rubicon
Drinks Ltd also offers its best quality of products to their customers that helps a business to
creates trust among them.
Therefore, branding is quite important because creating and growing any business by
spending a large amount of money and time will affect the entire business process and on the
other side, if it has the brand image, then it can expand its business by introducing new products
and people will definitely like it (Kelly, Jugenheimer and Sheehan, 2015). Such that Rubicon
Drinks Ltd offer all the variety of fruit juices to their customers with different flavored and this
shows that the company has a brand image in market. Apart from this, recently the company also
opened their international office at UAE because its main focus on the sales and marketing
activities of the marketing in Middle East, Africa and Asia from the location.
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P2 Describing key components of a successful brand strategy for building and managing brand
equity
Brand equity is the marketing term that is describe a brand's value and that value Is
determined by the consumer perception and the experience which they have with the firm. Such
that if the company have positive brand equity then companies are deliver the best products to
their customers. For this reason, the Aaker brand equity model is used in which the David Aaker
defined the brand equity which Is a set of asset and liability that is linked to the brands which
further add or subtract the value from the product and service. it is also five asset model which is
as mentioned below:
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Illustration 1: Aaker brand equity model
(Source: Aaker brand equity model, 2018)

 Brand loyalty: a customer is a brand loyal when they purchase one brand and brand
loyalty is one of the key components of the brand equity that a business is strive for. Such
that if the customers are continue to buy from the one particular brand and they are
positively engage with the brand then they become a valuable asset to a brand equity
(Dehghani Soltani and et.al., 2019). That is why to make a brand loyalty, Rubicon Drinks
Ltd also creates the incentives programs that help to keep increases its brand engagement
and also provide rewards to their customers, further they also reduce their product's cost
in order to generate more customers.
 Brand awareness: It is the brand name among the target customers and awareness
means that customers know about their existence of a brand. Brand awareness is the
concept that more consumers are aware of the particular brand and it can be done by
make the customers familiar about the brand by speaking more about it and this directly
influence the brand awareness (Tartaglione and et.al., 2019). Even it has been realized
that when a customer purchase, they first look for a brand and that is why Rubicon
Drinks Ltd also committed for providing best quality of products.
 Perceived quality: Perception with respect to a product provides an extra edge for the
overall products such that better quality products can be charge a price premium and even
the quality is one of the main reasons for the customers preference for a brand. For
example, Rubicon Drinks Ltd always provide a new product to their customers after
determining their needs and demand such that it want to offer different flavored drink
with good quality.
 Brand association: It means that anything that is connected to the customer's memory
related to brand is known as association and customers form association on the basis of
quality perception, their interaction with the employees and advertisement. In the same
way, in the context of Rubicon Drinks Ltd, its tag line itself influence many customers to
purchase it and on the other side, it has more extension which means more the
opportunity to add brand association, such that line soda water, blue soda etc. Further, it
also has the good marketing strategy that helps a business to creates a brand association
(Keller and Brexendorf, 2017).
 Proprietary Assets: It includes patent, trademark and channel relationship. It has been
analyzed that these assets are valuable as they prevent competitors from attacking and
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also prevent the erosion of competitive advantages and helps to creates a loyal customer
base. In the same way, Rubicon Drinks Ltd also has its trademark that makes it different
from others and establish a brand equity among its customers.
Customer based Brand equity Model (CBBE): It has four key level that helps to
creates or manage the successful brand which are as mentioned below:
Brand identity: For Coco-Cola, its brand identity is the its best quality of fresh drink that
shares the happiness. Brand salience also looks at creating the awareness for the brand and for
the soft drink, there are about 146 different varieties of coke alone, there seems to be lower
perceived consumption of other beverages in comparison of others.
Brand Meaning: It basically determine and communicate what the brand means and
what it is stands for. It has two building blocks such as performance that defines how well the
product meet the customer’s needs. In the context of Rubicon Drinks Ltd, it offers unique flavor
drinks, references of colas and provide energetic and tasty drink (Çifci and et.al., 2016). On the
other side, another block is imagery which defines how well the product meet the customers’
needs at social and psychological level. The quoted firm shares its happiness moments and social
functions.
Brand Response: It shows that what the customers judge and feel about the brand and it
falls in two categories such as in judgment and feeling, in which the customers continuously
judge the product's quality and Rubicon Drinks Ltd also offer innovative products and its
superiority in the market also provide positive response to their customers. Further, it also offers
the best quality of products to their customers at reasonable rates.
Brand Relationship: it means that how the firm maintain the relationship with others and
in the context of the quoted firm, it builds better relationship with their customers through social
functions and also involve their customers at different function (Moretta Tartaglione and et.al.,
2019). Through effective marketing strategy, the company also engage their customers towards a
brand.
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P3 Presenting different strategies of portfolio management, brand hierarchy and brand equity
management.
Strategies of portfolio management: It refers to the methods that is applied for an
efficient portfolio management in order to generate the best possible returns with low risk. There
are two approaches which can be used by Rubicon Drinks Ltd:
 Active portfolio management: This strategy mainly relies on some fact that a particular
style of management can generate the returns which further beat the market. As a result,
it involves higher than average cost and it only implemented by the advice of an analyst
and managers who can easily evaluate the market. Among it, the company uses Top-
down approach where managers are observing the market as a whole and also decide
what the company should perform to meet the demand of their customers (Mills, Pitt and
Ferguson, 2019).
 Passive Portfolio Management: This strategy mainly relies on the fact that a market is
efficient and it is not possible to beat the market returns continuously. This strategy also
states that the best returns are obtained from low cost involvement. But on the other side,
it does not have the management team that making an investment decision and can also
be structured. That is why it is not used by Rubicon Drinks Ltd.
Strategies of brand hierarchy: It is defined as logical and relational structure for all the
brands and it is the concept in which the customers are relate to brands at different level. There
are two types of brand such as: Branded House: in this, the brand itself is a house and any sub-brand cannot detract from
the main brand and this also helps to build a very strong brand which can be easily
recognized and memorable (Oh and et.al., 2019).
 House of brand: It is completely opposite of the Branded house in which all the sub
brands are promoted rather than main company brand. For example, Rubicon Drinks Ltd
is the main brand but it offers different varieties of its sub- product such as Mango Drink,
Guava Drink.
Strategies of brand equity management: In order to manage the brand equity
management, there are different measures that help a business to sustain it brand image in
market, which are as mentioned below:
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 Emotional connection: Mahat the Rubicon Drinks Ltd customers are loin researches
shows that the by establishing an emotional connection with the customers is quite
important for the customer satisfaction and it has been analyzed that the Rubicon Drinks
Ltd customers are loyal and they also have the emotional connection to the firm. On the
other side, by managing the brand equity it directly helps to increase the revenue and the
brand image is also sustain in the global market (Correia Loureiro, 2019).
 Earning loyalty: By making people feel special in the company's store and by creating
the products that will make the customers feel that they are members of a company will
also help to earn a loyalty. Apart from this, it is also realized that the business should also
develop the strategy that helps to keep engaging their customers towards a firm and also
leads a business towards success. Therefore, this will help a business to build a
customer’s loyalty and also a highly effective brand image. In the context of Rubicon
Drinks Ltd, the firm also have the brand image and high customer base that helps a
business to gain high market share at global level.
P4 Evaluating how brands are managed collaboratively and in partnership both at a domestic and
global level
 There are many collaboration and partnership of Rubicon Drinks Ltd which are as
mentioned below: As Rubicon Drink Ltd is properly based upon UK and its customers
also enjoy the best variety of juices and to increases its sales, the company also start
partnership with Maarji Group who has a strong network in Saudi Arabia so that this will
help a business to raise its sales and getting marketing enterprise. Ultimately, this plan is
work to attracted a wide range of customers and some partners with them to achieve the
goal of enhancing the sales and make its brand visibility at international level.
 Apart from this, Rubicon Drink Ltd also open their own business at Dubai, in UK
because it is a strategically commercial plan that is focus on the sales and some
marketing activities. Further at international level, Rubicon Drink Ltd also launches its
products in United States through a partnership with the New York Preferred Beverage
Distributors. As this partnership will helps a business to provide new opportunity for their
customers and fans to enjoy the best quality of flavored juices to their customers.
 Apart from this, Rubicon also launches No sugar added line in United states and Cascadia
Managing Brand that signs Brand Management Agreement with the Rubicon Drink Ltd.
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The Cascadia Managing Brand is one of the consulting firm that specialized in outscored
sales. In the same way through partnership with Rubicon Drink Ltd, the company
believed that the firm is they produce the best products in United States as well.
 As the company offer the best products at international and national level that clearly
shows that it has a brand image and by expanding its current market at other countries
then the chances of its sales and marketing automatically increases. Apart from this, it is
also realized that dealing or partnership with other company will help a business to grow
at further level of success and also raise sits operational efficiency as well. Thus, Rubicon
Drink Ltd deals with variety of soft drink then the company also pushes new flavorful
launch with capital FM and Metro Partnership where it promoted its coconut drink flavor
fresh drink to their customers at regional level i.e. in UK. This new flavored drink helps
to provide the chance to attract new customers towards it to raise its brand image in
market and increases sales as well.
Brand leveraging: Brand Leveraging is the strategy that is used by the existing brand
name in order to support the company's entry into a new but it should be related to a product
category only. Therefore, brand leveraging is an important form of new product introduction so
that it provides consumer with a sense of carrying the positive brand characteristics (Beverland,
2018). For instance, Rubicon Drinks Ltd also wants to introduce its new product of different
flavored fruit juices that is made with less sugar which helps a business to expand its current
business. It has been analyzed that to avoid disappointing brand loyal consumer, the greatest risk
involved in brand leveraging and it is also maintain a consistent level of quality within the brand
across the category lines.
Brand Extension: It is the use if an already established brand name in a new product
category. Such that it is the category to which the brand us being extended which can be related
or unrelated to the existing products categories. For this, the quoted firm should use a line
extension strategy in order to launch a new product. Currently the company sells around 3500
beverages such that from the sparkling water to energy drink and juices to sodas. This is all
because the customers’ demands such that due to growing customer interest in healthy beverages
the quoted firm also began to creates some natural and healthy drinks (Pappu and
Christodoulides, 2017). Thus, it helps to extend the brands into sub brands.
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P5 Presenting different types of techniques for measuring and managing brand value
In order to manage or measure the brand vale, there are different techniques which are
used by the firm and some of them are as mentioned below:
Brand Value: It is the financial amount which the customer has to pay more for their
particular product and the company's brand value is depends upon its reputation. The brand value
has their own value and its market leadership and profitability of a certain product and business
is also realized through the brand value. It can be measure through the brand loyalty and the
number of repeat purchases, customer loyalty towards paying a premium for their products.
For example, When Rubicon Drinks Ltd introduced the new Mango juice, then people staged a
huge protest because the company had intervened with the taste and find low quality of products.
This is the sign of a brand value of a product and the reaction also forced the firm to reintroduced
it again.
Brand Awareness: It refers to the degree to which the customers are able to recognize a
brand. Therefore, it measures the potential customer's ability to not only recognize a brand
image but also link with it for a certain product and through effective marketing activities,
Rubicon Drinks Ltd promoted awareness of a brand. It is the first and an important technique
which is used for brand management initiatives (Sasmita and Mohd Suki, 2015). It has been
realized that through an effective marketing advertising, the company can easily attract a large
customer towards it and this tool also helps a business to let people know about new products
and services offered to the customers. Among all, social media is the best advertising strategy
that is used by Rubicon Drinks Ltd and it also uses T.V. Ads in order to manage its brand value.
Apart from this, it is also evaluated that advertisement in traditional media and emerging media
such as social networks and some mobile devices also helps to creates the first impression on the
wide range of customers who uses this. In the same way, Rubicon Drinks Ltd also uses social
media as a marketing tool that is used to create the luxurious status for the customers and also
sustain its brand image in market as well.
Market Share: It is the percentage of the market which is defined in the terms of unit or
revenue. That is why all the business main objectives is to increases its market share and through
the market share only, the business performance can be measure that is less dependent upon
macro environmental variables. In the context of the Rubicon Drinks Ltd it has been realized that
the market share of the firm is increases from the 17.3% to 17.8%while on the other side, it’s
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another beverage company's share are dropped. As per the Beverage digest, a trade publication
Diet Pepsi have lost the ground and Diet Coke is still far ahead.
Consumer Attitudes: It is defined as a feeling of favorable and un- favorable towards a
particular object. Such that consumer attitude basically comprises of beliefs towards, feeling
towards and behavioral intention towards some objects. But in the context of the company, it has
been realized that most of the customers are demanding the soft and energy or healthy drink from
Rubicon Drinks Ltd. After analyzing the demand of their customers, it has been analyzed that the
company offer Fanta, soda and Juices as well. Thus, it helps a business to understand the
customer attitude so that it will help a business in its growth and success that creates positive
impact upon firm as well as customers.
Purchasing Intent: It is the willingness of a customer in order to buy a particular
product or a service. It is a dependent variable or a measurement of the likelihood that a
particular person will be purchasing a particular goods and services. Therefore, to evaluate the
purchase intent, which involves putting together all the data that is collected from many sources
in order to understand which variable creates maximum impact (Sirgy, 2015). And among all the
products of Rubicon Drinks Ltd, its Mango Juice has highly or maximum impact because of its
high demand.
Public Relation: Maintaining or engaging with the customers will help a business to run
effectively and managing the brand value. Even the public relation also helps to turn their
customers into loyal. Al tough, public relation is not doing little to manage the good quality of
image of the brand and it also goes a long way in order to achieve an image of responsibility and
trust- worthiness for the firm. It is also observed that by managing better public relation, the
company can also increase the sales and sustain its brand image in market, that directly affect the
overall brand preference and awareness.
CONCLUSION
By summing up above report it has been concluded that branding plays an important role
in every business. Further, through the report, it has been concluded that there is a need to have a
brand image in market so that it will help a business to expand its current business at further
level of success. The report shows that the branding is one of the most important marketing key
tools that is used by Rubicon Drinks Ltd in order to promote the product and generate sales
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