Brand Management of Unilever: A Comprehensive Analysis

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Brand Management of Unilever

Index
Task 1: Building and Managing Brand over Time (LO1)..........................................................3
Task 2: Brand Portfolio and Hierarchy Management (LO2).....................................................5
Task 3 – Brand extension and leverage (LO3)...........................................................................9
Task 4 – Measuring and managing brand value (LO4)............................................................12
References................................................................................................................................16

Task 1: Building and Managing Brand over Time (LO1)
The significance of brand management is a crucial part for any organization in order
to thrive in the market effectively. The brand management provides a huge insight
into the company’s position into the recent market sphere (Rosenbaum-Elliott, et al.,
2015). It is through effective brand management that the company has the potential
to create a huge business market for them by developing a proper relationship with
the target market. Other than these areas, the brand management of a company can
be effectively maintained through proper evaluation of its services, products,
distribution and supply chain management. The management of a brand through the
period in the market also provide other areas of management that can be included
into maintaining a healthy relationship with the consumers, elevating brand
association along with providing an excellent supply chain management and capacity
to retain the market sphere amidst other emerging brands.
The establishment of a brand is a significant area in the prospect of marketing and
creating a name for itself (Heding et al., 2015). It is in this scenario that the prospect
of brand comes into action as it is crucial for any company or organization to develop
a brand name for itself in order to develop a good market relationship with its
consumers as well as other existing brands in the market scenario. The brand has a
number of components in its toll box in order to thrive well in the market. These tools
include the brand’s identity that is significant created through its logo. The brand
awareness in the market is another significant area that calls for a great deal of
attention in the market where it is established (Atwal and Williams, 2017). The loyalty
of the brands is felt by its consumers which helps it to establish its mark in the
market.
The brand equity provides a particular brand a more respectable and higher position
in the market, sometimes much greater than the other existing brands. It is due to
brand equity that the market scenario for a particular brand is increased as the brand
recognition is effected positively due to the brand’s involvement in a well-known area
of involvement (Lee et al., 2017). This provides a huge access for the brand to
develop itself in the current market sphere and to involve itself in the growth and
expansion of its market. Therefore, the brand equity refers to the value of it in the
current market scenario. These are the assets and factors in the field of marketing

that helps a brand to maintain itself and its position in the market. As a whole, the
brand management is efficiently maintained through various stages like this to offer a
fruitful position in the market and rise above other industries and organizations.
The brand portfolio provides a particular brand’s assets and its demerits in the whole
market scenario. It is through the brand portfolio of the company Unilever that the
brand management strategies and tools can be explained successfully. The Unilever
brand has a huge brand image and brand name in the industry that calls for a huge
market target. This brand has associated itself with a number of other brands like
food brands, home appliance brands, personal care brands and much more. It has
affected its market advantage through involvement with 170 countries in providing
exclusive products and services that helped Unilever to gain a loyal customer base.
The brand Unilever has an exclusive power of suppliers that has helped the
company to serve a number of industries with their involvement and has been able to
generate a huge number of suppliers. The brand has also increased its product price
and has been equally successful in maintaining a proper rate of product expansion in
the market (Lee et al., 2017). The buyers of Unilever have been loyal to the brands
and the company has effectively increased its rate of sales in the vast market
sphere. In spite of the threat of new entrants in the market sphere, the brand of
Unilever has been successful to develop its own range of products and it is in this
manner that the company has set out its own brand strategies to thrive in the market
with excellent success rate.
Aaker’s Brand Equity Model has proposed a set of regulations and assets for each
brand to thrive in the market. This model of brand equity is also called Five Assets
Model that include the following components like Reduced costs, Leverage of trade,
New consumer force, Competitive market threat under the aspect of brand loyalty.
The factors include brand awareness, Quality management, association of brand I
the market along with factorial assets. The brand Unilever has been adhering to the
five assets of Aaker’s brand equity model in order to establish itself in the market
with increased rate of market competitive advantage and has included various
aspects in creation of its brand name that has provided several areas of positive
sides for Unilever.

The brand strategy for Unilever provides a huge access to the company’s
management of its effective and successful brand name (Kelley et al., 2015). The
Unilever has been successful in attaining certain strategies that calls for the higher
and established rate of its brand involvement in the market through proper planning
and execution of its products in the market sphere all over the globe. The company
has been able to maintain its brand image over the time. This has resulted in a
successful communication on the part of Unilever in order to thrive in the market and
claim global acclamation and success rate (Punjaisri and Wilson, 2017). The brand
has been equally successful in creating a stark awareness for itself so that it is
aware of its external market threats and other associated areas of market
involvement.
The management of brand is therefore a significant factor in attaining a successful
market position with the help of brand management and maintaining brand equity in
the market like that of Unilever.
Task 2: Brand Portfolio and Hierarchy Management (LO2)
Introduction
The brand portfolio is a significant factor in properly optimizing the brand functionality
in the vast market sphere. It is through these market brand management that the
company Unilever has been successful in attaining a higher position in the market of
other emerging brands (Wang and Chung, 2015). Along with market brand portfolio,
the hierarchy management in also an equally significant factor that determines the
stages and areas of brand development from the beginning of the brand’s creation till
its attainment of success in the market. The hierarchal management of brand provide
a great area of success for the company in its long run in the global market sphere
(Wallinaand Spry, 2016). The global acclamation can thus be achieved through
proper brand management. The brand management of Unilever provides a basis for
creation of its brand portfolio and developing a proper hierarchy of its brand
management.
Analysis of the organization’s brand portfolio strategy
The global company of Unilever is functional in providing a huge involvement in the
market through various involvements in other industries for proper management of

its products (Laforet, 2017). The brand portfolio of Unilever has provided a vast
involvement in its market success rate through various establishments of strategies
that creates a huge basis for the company in the market. The primary strategies that
Unilever apply in creating a successful brand portfolio involves the thinking of long
term planning in the vast market sphere. The company has the ability to provide a
huge rate of success in the market and add its merits in the brand portfolio through
successful involvement in a long term planning for lasting in the market. In order to
do so the company has established strategies of brand equity and creating a bold
brand role (Uggla, 2015).
The brand role of Unilever has been diverse and the company has been successful
in performing effectively in all the brand roles that it has achieved over the period of
its involvement in the market. The brand portfolio strategy also calls for a proper
understanding of the consumer requirement and services. The brand Unilever has
been successful in creating a vast brand image by providing the consumer demands
with equal effort and merit as it has emerged as a successful global brand.
The consumer force of Unilever is diverse as it serves to a diverse set of customers
and are always trying to fulfil all their needs and requirements. The company
Unilever has been successful in creating a proper brand portfolio strategy by
establishing an effective way of serving the consumers and helping them out by
providing them with a huge set of resources (Nguyen et al., 2018). The economic
expenditure for buying their products is also limited and this provides the company
with another strategy of managing brand portfolio through reasonable pricing rates in
the market. The brand portfolio of Unilever has provided a vast involvement in its
market success rate through various establishments of strategies that creates a
huge basis for the company in the market.

Provide Illustration of hierarchy management of brands
The management hierarchy plays a pivotal role in a specific company (Aalbers et al.,
2016). Likewise, a significant role is played by the management hierarchy in
Unilever. The company has provided a well drafted workforce hierarchy for
evaluating the company strategies. The hierarchy management of Unilever is as
follows:
Top Management
In Unilever, the overall business functions are guided by the top management
including Chief Executive, Board of Directors, Vice-President and Chairman.
Middle Management
General Management: The management hierarchy of Unilever consists of a general
manager who is at the top of the hierarchy. Job functions, which relates to several
functions such as marketing and sales, operation management, client relations, team
management as well as financial management (Sahouria and Zhang, 2018).
Regional Management: The regional manager is endowed with the responsibility of
the management of the business of Unilever in a specific region.
Figure 2: Hierarchy Management of Unilever

(SOURCE: slideshare.net 2018)
From the above figure, it has been found out that the Chief Executive Officer is at the
top of the hierarchy management in Unilever.
Analyze strategies used for managing the equity of the brands
Communication
For effective management of the brand equity, it is highly imperative of the company,
Unilever to take resort to proficient communication strategies. Communication has
been witnessed to be multilingual as a result of multicultural marketplace, which in
turn complicates matters (Keller and Brexendorf, 2017). Unilever needs to take
resort to effective communication strategies for ensuring proficient communication
across various markets. Brands need strong communicators in order to attract
financiers to resolve legal matters and direct the cross functional groups.
Awareness
It is highly imperative of Unilever’s marketing team to incorporate effective strategies
in order to increase its brand awareness (Pappu, R. and Christodoulides, 2017).
Brand awareness will largely increase the brand equity.
Building astounding values in the offerings
It is highly significant for Unilever to take resort to add to its launched products as
well as services value in order to have well managed brand equity.
Maintenance of the Brand Image
Maintenance of brand image includes maintenance of the brand promise, which
Unilever has made to its new customers (Heding et al., 2015). Brand images forms a
significant part, which is why it is everything for a premium brand like Unilever.
Conclusion
It has been understood from the discussion that for effective management of the
brand equity, it is highly imperative of the company, Unilever to take resort to
proficient communication strategies. Communication has been witnessed to be
multilingual as a result of multicultural marketplace, which in turn complicates
matters. Besides, maintenance of brand image includes maintenance of the brand

promise, which Unilever has made to its new customers. In Unilever, the overall
business functions are guided by the top management including Chief Executive,
Board of Directors, Vice-President and Chairman. It has also been found out that it
has been found out that the Chief Executive Officer is at the top of the hierarchy
management in Unilever.
Task 3 – Brand extension and leverage (LO3)
Introduction
This section of the assignment will provide a detailed insight into brand extension as
well as leverage primarily aiming to enhance the brand reputation of the selected
company, Unilever. The specifications dealing with propagating critical evaluation of
the chosen brand, Unilever will be broadly discussed. In this part, the way of
collaborative brand image will be critically evaluated. Besides, the way of
collaborative brand image in partnership will be critically evaluated as well both at
global as well as domestic level. Both the strengths as well as weaknesses of brand
extension will be highlighted in a detailed way.
Critical evaluation of how the brand is managed collaboratively and in
partnership both at domestic and global level
The assignment will broadly discuss on the brand leveraging concept along with its
importance in the chosen organization, Unilever. Brand leveraging concept can be
referred to as the crucial strategy primarily aiming for the evaluation of power in the
company, already presented in the workplace (Trigeorgi and Baldi, 2016). Moreover,
the brand leveraging concept will show its inclination towards collaborating brand
strategy, which will assess the processes of the organization in a more organized
way. The effects of brand leveraging can be illustrated through supporting Unilever’s
entry in the global market in a proficient way.
The impact that brand leveraging has, will be recognized through communication
value, which will take place as a result of the occurrence of data of the services,
which are provided by Unilever. The effects of brand leverage can be assessed by
supporting Unilever’s expansion along with its supporting guidance enhancing the
activities, which take place in the company (Uggla, 2016). This in turn enables the
chosen company, Unilever in enhancing its position in the market. Besides, this will

also enable the organization in increasing its shares in the global market. Hence, it
can be analyzed that a pivotal role is played by the brand leverage in enabling the
organization in expanding its market in the global market.
In the context of Unilever, it can be said that it has taken the assistance of brand
leveraging, due to which, it has been able to enhance its economical aspect. The
effectiveness of the brand image can be analyzed by gaining a detailed insight into
the enhancement of services of Unilever. Effective brand leveraging strategy has
enabled the organization in giving effective performance (Sotheara et al., 2016).
Hence, it can be analyzed without any doubt that effective brand leveraging
strategies play a significant role in leveraging the brand image of the chosen
organization, Unilever. Besides, the organization is also seen to be providing
effective services through the incorporation of effective brand leveraging strategies
(Zhang et al., 2015). The organization is further seen to develop due to brand
leveraging strategies. Furthermore, brand leveraging strategies play a pivotal role in
enabling the organization in gaining competitive advantage over its competitors in
the global market.
The higher level of performances will be inversely affected by interrogating brand
leveraging on the chosen organization, Unilever through supporting effective
strategies related to brand leveraging (Zhang et al., 2015). The brand leveraging
concept can be illustrated through demonstrating several aspects such as vertical
stretch, line extension as well as brand extension along with co-branding of Unilever.
Therefore, it can be assessed that effect of brand leveraging strategies can highlight
the assessment of several forms of functions, which leads to the enhancement of
various activities as well as services of the selected organization, Unilever.
Brand extension can lead to the analysis of the brand image. The effect of brand
extension can be analyzed through supporting ad-hoc extension, which creates a
sustainability level of Unilever in the global market. This has led to the development
of a crucial factor that collaborating brand leveraging will assist the organization in
participating in the competition through the assistance of high servicing quality as
well as higher productivity level (Brexendorf and Keller, 2017). This implies that the
effects of brand extension are projected by the assistance of the creation of a range
of concept related to branding of Unilever.

Branding leverage plays a pivotal role in Unilever since it increases its strength (De
Gauquier et al., 2018). The continuous cooperation of familiarity between the
employees as well as the customers for gaining the customer satisfaction will uplift
the strengths of the company.
The chosen brand is vulnerable in the context of the projection of the assessment of
strategies, which provides Unilever with several tasks. However, it can be stated that
the effect of brand leveraging will lead to the demonstration of the successful path of
Unilever.
Briefly, it has been analyzed that brand leverage has played a significant role in
uplifting the brand image of the chosen organization, Unilever. It further enables the
organization in securing a better position as well as increasing shares in the
international market.
Conclusion
It can be conclude from the entire discussion that brand leveraging plays a pivotal
role in uplifting the position of Unilever. The impact that brand leveraging has, will be
recognized through communication value, which will take place as a result of the
occurrence of data of the services, which are provided by Unilever. The effects of
brand leverage can be assessed by supporting Unilever’s expansion along with its
supporting guidance enhancing the activities, which take place in the company.
Besides, brand extension can lead to the analysis of the brand image. The higher
level of performances will be inversely affected by interrogating brand leveraging on
the chosen organization, Unilever through supporting effective strategies related to
brand leveraging. The brand leveraging concept can be illustrated through
demonstrating several aspects such as vertical stretch, line extension as well as
brand extension along with co-branding of Unilever. The effect of brand extension
can be analyzed through supporting ad-hoc extension, which creates a sustainability
level of Unilever in the global market. This has led to the development of a crucial
factor that collaborating brand leveraging will assist the organization in participating
in the competition through the assistance of high servicing quality as well as higher
productivity level.

Task 4 – Measuring and managing brand value (LO4)
Introduction
This part of the assignment will shed importance on the presence of techniques base
on measuring and managing values on the selected organization, Unilever. This part
will deal with the collaboration of brand value, brand awareness, market share,
consumer attitudes and purchasing intent of Unilever. This part of the assignment
will channelize the variations of techniques that will help to project the authentic
information about the selected organization, Unilever. The further part of the
assignment will be depicting the techniques that are used for measuring and
managing the organizational structure.
Evaluation of various techniques used for Measuring and Managing using
specific organization example
Brand value of Unilever: The brand value is considered as one of the most
important factor that helps to put emphasis on the successful matter of Unilever. The
presence of brand value can be analyzed through the help of value imposition on the
part of Unilever. This can be stated that one of the important factor that will be
helping the organization to deal with brand value. Moreover, Unilever has come up
with the brand value that can be elaborated through the support of cash flows/
hypothetical involvement on the part of brand value and that is US$42.9 billion
(Statista, 2019). This correlates the verification base on the concept of brand value
of Unilever, which reflects the scenario base on the sustainability in the market on
global context.
Brand value of Unilever can be recognizing through the support of brand valuation,
which comes up with the determination on market base price notification. In case of
Unilever, this has been observed that brand valuation can be reflected towards the
successful approach on the performances of the organization. However, this can be
implementing that brand value plays an important role in Unilever. Moreover, this can
be reflected through the help of brand value evaluation that depicts the high level of
performances through an evaluation of US$143 billion on Unilever (Statista, 2019).
Thus, it can be stated that brand value will be helpful for the interpretation of brand
value on this organization.