Brand Management: Unilever's Brand Portfolio Strategy (MKTG301)

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BRAND MANAGEMENT

Table of Contents
INTRODUCTION............................................................................................................................. 2
TASK 1............................................................................................................................................ 3
INTRODUCTION..........................................................................................................................3
RECENT CASE STUDY OF OVERCOMING A BRAND CRISIS..........................................................4
BRAND EQUITY MODEL OF AAKER.............................................................................................4
CONCLUSION............................................................................................................................. 5
TASK2............................................................................................................................................. 7
1. ANALYSE THE ORGANISATION’S BRAND PORTFOLIO STRATEGY............................................7
2. PROVIDE AN ILLUSTRATION OF THE HIERARCHY MANAGEMENT OF BRANDS WITHIN
ORGANISATIONS PORTFOLIO.....................................................................................................8
3. ANALYSE STRATEGIES USED FOR MANAGING THE EQUITY OF THE BRANDS WITHIN THE
ORGANISATIONS PORTFOLIO. YOUR ANSWER SHOULD BE IN THE FORM OF A REPORT...........9
TASK 3.......................................................................................................................................... 11
1. STRENGTHS OF THE BRAND THAT CAN BE LEVERAGED.......................................................11
2. WEAKNESSES THAT MAY NEED ATTENTION PROVIDING SOME POSSIBLE SUGGESTIONS...12
TASK 4.......................................................................................................................................... 14
CONCLUSION............................................................................................................................... 20
REFERENCES.................................................................................................................................21
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INTRODUCTION
The assignment will consist of the knowledge about the brand image of the businesses that
plays the key role in the raising the brand value of the organization. Brand management can be
identified as the procedure that has the major purpose of managing the sales of the firms along
with the standards of the quality of the products and services. The overall process of the brand
management consists of the establishment of the level of the firms in the market along with the
betterment of the brand image of the firms. As the key objectives of the brand management is
helping the organization in balancing the sales of the company with the services that are
offered to the consumers while considering their opinions towards the company. The
implication of the efficient strategies is done by the managers of the company that has been
studied in the assignment. For the purpose of this assignment Unilever plc is taken that is dual
listed public limited company and operates in the industry of the consumers goods.
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TASK 1
As per the case study for the assignment in the role of the managers of the Optimum
Impression limited that is the advertising organization the article has been presented below:
‘Brand is Power’
INTRODUCTION
Brand can be defined as the identification mark that represents the kind of products and
services that are offered by the company. The brand name facilitates the consumers with the
ability to sell the products of the successfully to the consumers (Balmer and Wang, 2016).. This
offers several benefits to the consumers of the company as they can buy the products and
services without double checking due to the presence of the brand loyalty that makes it more
feasible of them. The perception of the consumer related with the products and services that
are offered to them determines the brand equity.
The stages that are taken into account for the establishment of the successful brand is given
as below:
1. Conduction of useful market research - At the initial stage of the research it should be
assured that the analysis of the market is performed completely through which the list
of the consumers that falls under the target market can be generated. This research
consists of the indication of the efficient points of firms that can benefit in future while
competing with the competitors in the company (Buil et al., 2016).
2. Application of concentration on unique value provision – It has been made easier for
the consumers to the select the specific products of the organization with the
implication of the distinctive provision of the products among the pool of the large
organizations. This influence the consumers of the company along with sales of the
firms while increasing it. Further leading to the point that each product of the
organization must possess the unique ability so that the higher amount of revenue can
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be developed by the organizations.
3. Selection of effective brand name and trademark – For the purpose of the attracting
huge number of the consumers the brand name of the organization should be effective
enough so that the identification of the organization and its unique products can be
done easily.
Role of the marketing department in creating brand equity
The brad equity of the businesses is governed by the marketing department that has the duty
of promoting the products and services offered by the company. There are various mediums
through which the advertising can performed including the online sources and traditional
methods involving the hoarding that are located at the highways and areas that are heavily
populated areas. This department of the organization has the duty to the conduct the processes
of the production that’s based on raising the sales of the organization. These procedures are
executed by the marketing department of the organization increasing the interest of the
consumers (So et al.,2018). Brand equity of the businesses is carried out through these steps
carried out by the marketing department of the organization.
RECENT CASE STUDY OF OVERCOMING A BRAND CRISIS
In the year 2015, it was found that Volkswagen that is operating in the automobile industry has
manipulated the test that was regarding the environment friendly nature of the products that
has been violated (DiMartino and Jessen, 2016). The brand image of the organization was
greatly impacted by this with the reputation of the company in the market.
After the conduction of the meetings that were held with the superior authorities of the firms
the statements that were given by them claimed about the unawareness of the misconduct and
further promised that the such kind of the events will not happen again in the organization
through which the brand image of the organization has been restored in the industry.
BRAND EQUITY MODEL OF AAKER
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The model for the brand equity was given by the David Aker that consist of the description of
the set of the concepts of the management of the brand:
1. Trustworthiness of Brand
The trustworthiness that is the significant part of the growth of the organization cannot
be built in a day instead of that it requires the combined efforts of the employees of the
business through which the quality of services can be assured to the consumers of the
company (Borkovsky et al., 2017). This has major impact on the reduction of the capital
invested by the marketing department of the organization.
2. Brand Awareness
This is the component that has been utilized as the measure through which the
popularity of the brand can be estimated among the population. Brand awareness is the
factor through which the information of the products can be reached in the areas in
which the company has not been providing the services to the consumers.
3. Apparent Quality
This is the element that influences the sales of the goods and facilities of the brand with
the image of business through the viewpoint of the consumers that can be formed
through the long term provision of the superior quality of the products along with the
provision of the free of error products. Apparent quality of the [products is the reason
behind that the consumers not asking for the proof while buying the products from the
big firms possessing the brand name.
4. Brand Links
Brand link can be understood as the add on to the brand that is divided into the several
sub classes that forms the wider uniqueness of the business (DiMartino and Jessen,
2016). For increasing the link of the brand the implication of the marketing strategy can
be done concentrating on the distinctive feature of the goods of the businesses
CONCLUSION
It can be concluded form the above discussion that the sales of the organization is greatly
dependent on the branding of the company. The extent of the impact of the branding in the
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growth of the organization is sufficient to determine the success or failure of the business. I has
been utilized as the tool for the objective of the efficient marketing with the provision of the
superior standards of the products while maintain the ethical value of the company.
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TASK2
1. ANALYSE THE ORGANISATION’S BRAND PORTFOLIO STRATEGY
UNILEVER UK LIMITED OVERVIEW
Unilever is a private restricted global association which is an auxiliary of Unilever PLC (Balmer
and Wang, 2016). The association gives items identified with home consideration, nourishment
and individual consideration items. The association has prevalent sub brands, for example,
Knorr, Cornetto, and Ben and Jerry and so forth. The prominent home consideration brands
possessed by the association are Cif, Comfort, and Domestos and so forth. On the grounds of
individual consideration items Tresemme, Ponds, and Dove are the brands possessed by the
association.
PORTFOLIO MANAGEMENT
Arrangement of an association is named as the ventures which are made by the association
indifferent fields to widen the limit of the arrangement of the administrations and results of the
association. The expansion of the beneficial brands and the expulsion of the superfluous brand
are completed in the portfolio the board procedure.
BRAND PORTFOLIO OF THE UNILEVER UK LIMITED
In this report, the brand portfolio system of the Unilever UK constrained will be examined and
broke down. It has been found in the investigation that the Unilever is utilizing a very surprising
technique than different associations of a similar kind, for example, P&G. Unilever is
consistently expanding its image portfolio through the expansion of the new items in its
rundown, while then again the P&G is decreasing its image portfolio and concentrating just on
its best brands
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2. PROVIDE AN ILLUSTRATION OF THE HIERARCHY MANAGEMENT OF BRANDS
WITHIN ORGANISATIONS PORTFOLIO
CORPORATE BRANDING
The corporate marking is the procedure by which the association advances the brand picture as
opposed to advancing the items and administrations of the association. The corporate marking
is conveyed to make the business fruitful on a worldwide dimension as though the association is
giving its items worldwide the essential system is to do the fortifying of the brand picture of the
association (Lane and Anderson, 2015). The results of an association can be imitated by some
other association yet the thing that matters is made at the marking of the association, which
makes the results of the association effective in the market.
UMBRELLA BRANDING
At the point when the different sorts of items are displayed in the market under the standard of
a solitary brand name, the procedure is named as Umbrella marking. The reason and
significance behind doing as such are that the clients don't get acquainted with the results of
another association, regardless of the degree of high caliber of the item. Then again, if another
item is propelled by the association whose mark name is unmistakable, the clients effectively
acknowledge the item
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3. ANALYSE STRATEGIES USED FOR MANAGING THE EQUITY OF THE BRANDS
WITHIN THE ORGANISATIONS PORTFOLIO. YOUR ANSWER SHOULD BE IN THE
FORM OF A REPORT
Unilever is an association which gives results of 400 or more brands under its pennant with an
extraordinary degree of consumer loyalty. The association gives the items running from
Homecare, sustenance items to individual consideration. Its items are utilized by a normal
number of 2.5 billion clients worldwide once a day. Unilever is at the highest priority on the
rundown in the quantity of brands moving by an association exclusively (Buil et al., 2016). The
association needs to execute techniques for the administration of the value of brands and to
get recognized about the genuine position of the association in the market when contrasted
with the contender associations. The following are a few procedures which are executed by the
associations so as to keep up the value of the brand:
HOUSE OF BRAND MODEL
In this model of brand value the board, the individual brands focus on their item and the
administrations without influencing the business development of the parent association. This
methodology gives adaptability to the brands separately and the parent association that is the
principle reason that the majority of the associations are applying this vital model in their
business. For example, the relationship of Google and Alphabet of between which the Google is
the parent mark. As Google centers basically around hunt and investigation, the YouTube
centers around its video substance and other littler associations center around their particular
administrations which give simplicity of activity to these associations (Pappu and
Christodoulides, 2017).
BRANDED HOUSE MODEL
In this model, an association itself is the fundamental wellspring of recognizable proof and the
name of the association is sufficient for the trust foundation of the clients. The best case of the
marked house demonstrate is the ING Group which gives numerous administrations and items
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under a solitary brand name, for example, ING keeping money and ING business streamlining
agent and some more. Another case of the marked house display is the Virgin gathering driven
by Richard Branson, which gives a wide scope of administrations and items, for example,
aircrafts, Visas, Music Company and so forth.
HYBRID MODEL
As indicated by this model the association neither completely bolsters the place of brand
display nor the marked house show. In the event that the brands under the pennant of an
association are not ready to viably move its items separately, the parent mark underpins the
brand by adding its name to the brand. For instance, Westpac is an association which bolsters
the half and half model as the association underpins the new brands to build up in the market,
for example, Xylo.
To the extent Unilever UK restricted is concerned the association is following the place of
brands demonstrate in which there are numerous brands which give their administrations
under the standard of the Unilever (Buil et al., 2016). The purpose behind utilizing this model is
that an alternate association can concentrate on their individual business without influencing
the business development of the parent association.
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TASK 3
1. STRENGTHS OF THE BRAND THAT CAN BE LEVERAGED
The key strength of the Unilever that has been providing its services in the local and globval
market are its wide portfolio, efficient brand equity and global market reach. These are
elaborated below:
BROAD PORTFOLIO OF BRANDS WITH VARIETY OF PRODUCTS
The portfolio of the firm can be created much wider with the integration of the brands with the
different kind of the products that will allow the firm to reach the new consumer base. This will
help in attaining the competitive advantage over others.
RECOGNITION OF BRAND
The brand identification of the Unilever the firm has been recognised through the wide range as
the sub brands of the company such as the Dove facilitate with the goods with superior quality
of services and products at the affordable rates.
WIDESPREAD GLOBAL REACH
In the global market scenario the reach of the company can be identified from the fact that it
has been providing its services and products in the more than half of the European continent
and other areas like Asia and Africa. Unilever can improve its global reach with the lowering of
the pricing services in the various regions of operations (Pappu and Christodoulides, 2017).
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