Pearson BTEC HND Brand Management Report: Waitrose Evaluation

This report provides a comprehensive analysis of brand management principles, using Waitrose as a case study. The introduction defines brand management and its importance in the business context. Task 1 explores branding's emergence, emphasizing its role in differentiating products and services, with an evaluation of successful brand management strategies over time. Task 2 delves into portfolio management, brand hierarchies, and brand equity management, critically analyzing different strategies. Task 3 assesses brand management in partnerships, both domestically and globally, and critically evaluates techniques for leveraging and extending brands. Finally, Task 4 evaluates techniques for measuring and managing brand value, using organizational examples, culminating in a critical evaluation demonstrating a comprehensive understanding of branding. The report covers key concepts such as brand equity, customer-based brand equity (CBBE) model, and the importance of brand strategy.

Brand management

Table of Contents
Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................1
TASK 1............................................................................................................................................1
P1 Explain the importance of branding and how it emerged in business practice.................1
M1 Evaluate how brands are managed successfully over time using....................................3
P2 Analyse the key components of a successful brand strategy for building and managing
brand equity............................................................................................................................4
M2 Apply appropriate and validated examples within an organisational context.................5
TASK 2............................................................................................................................................6
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management............................................................................................................................6
M3 Critically analyse portfolio management, brand hierarchies and brand equity...............7
TASK 3............................................................................................................................................8
P4 Evaluate how brands managed in partnership both domestic and global level.................8
M4 Critically evaluate the use of different techniques used to leverage and extend brands..9
TASK 4............................................................................................................................................9
P5 Evaluate different types of techniques for measuring and managing brand value using
specific organisational examples............................................................................................9
M5 Critically evaluate application of techniques for measuring and managing brand value10
D1 Critical evaluation justified evidence demonstrating a comprehensive understanding of
branding................................................................................................................................11
CONCLUSION..............................................................................................................................12
REFERENCES..............................................................................................................................13

INTRODUCTION
Brand management is a basic function that is performed by marketing department
through which perceived value and market attentiveness both get increased in sustained manner.
It enables to build strong and loyal customer base through which adequate awareness is
processed within the competitive marketplace (Schott and et. al., 2017). It is perceived within the
business as per standardisation of suitable objective, target, vision and mission through which
ability to attain long term sustainability is perceived in balanced mode. The report below is based
on Waitrose is a supermarket company and it was founded in 1904 as Waite, Rose and Taylor.
The company has worked with food products and have looking forward to expand its business in
UAE in next year. The report below comprise of understanding about brand to manage over
time, organised in portfolio and its hierarchy, leverage over domestic and international market
and different technique to measure and manage brand value over time.
MAIN BODY
TASK 1
P1 Explain the importance of branding and how it emerged in business practice.
The branding is basically a marketing tool that is used by an organisation in order to
formulate, design, name and symbol of business so as to make easy for the customer to
recognise. It makes the business the different from the other business that has worked within
similar sector and offered similar products and services. Branding is an aspect with this working
experience and overall reputation of the business gets advanced that has direct impact over the
enhancement of sale and profit in appropriate manner (Milroy, 2019). The customer have lot of
options within the competitive marketplace and for that get switch as per their suitability in this
if business want to attain long term success and growth it is necessary to make their products and
service different from its competitors. In this Waitrose adopts branding to advance its
advertisement, promotional, suitable customer service, logo, symbol and reputation. It assist the
company to grab attention of more of customer and in order to build strong impact over
marketplace different aspect is as explained below as:
 Eye-catching brand name
 Brand logo i.e. a precise brand name with image.
 Brand memo and motto
1

 Position and status of brand in market
 Brand packaging linked with brand practice
It is required for business to achieve desirable success and growth for this business uses
branding and its relative technique through which acquiring of success and development
perceived with attentiveness (Beverland, 2021). Waitrose have worked to induce higher profit
and sustained brand awareness that is processed by management as per consideration of
advancement of customer satisfactory level. There are different benefits of branding it is as
explained below as:
 Advance Company’s gratitude: The market recognition is only processed if more of
customers have knowledge and idea about the presence of business. In this management
has developed suitable logo that reflects identification of business in marketplace and
company get recognize with the similar icon. It facilitates the attractiveness of more
customers over regular period of time.
 Build trust in market: The trust is developed as per mutual understanding in between
the customer and company and it is processed as per the quality consumption and
favoured profit. It enhance the suitability of business in marketplace and for this
management of Waitrose assure to develop trustworthy relation so that more of customer
feel safe and secure over longer period of instance.
 Increase market share and profits: The market share is dependent on the likeliness of
customer towards offered goods and service of the business (González-Mansilla,
Berenguer-Contri and Serra-Cantallops, 2019). In this Waitrose and its management
ensure to provide continuous basis services so that customer get connect with business
over regular period of time through which market share as well as profit of business get
enhanced.
The branding is also being emerged with the wider business practice within Waitrose and it
is as explained below:
 The manager of business worked on to develop effective relation with the customer as by
identifying the need and requirement and as by fulfilling the same.
 The mission of branding is processed with support of objective of business so that
suitable ideology is developed in creation of market awareness.
2

 The acknowledgement of strategy that is used by competitors such as Tesco, Sainsbury
and many others as well so that adequate initiative are taken to grab market attention with
suitability.
 The company has designed about to propose value proposition through which uniqueness
and value is determined in collective manner.
 In the end, Waitrose and it management has played direct role to advance branding that
promote effective and efficient service of customers under which brand equity also get
improvised in balanced mode.
M1 Evaluate how brands are managed successfully over time using
Key basics to expand successful brand strategy
The successful implementation and management of branding is processed as by analysing
and controlling suitable features through which adequate range of benefit is pertained in
continuous mode and it is briefly explained below as:
 Customer encouragement: The Waitrose has promote and advance its goods and
service as by developing strong relation with the marketplace and in regard of this profit
credibility and sales enhancement both perceived with adequateness (Keller and
Brexendorf, 2019). It is also being used to enhance and emphasis customer satisfaction
through which management assure to take feedback from client and have fulfilled the
loops in timely constrained that assist to advance brand equity.
 Obvious Narratives: It is an aspect with this management present reality of business in
the marketplace with this ability to develop trust and advancement of worth both
processed in beneficial manner. It assists to induce transparency among working with this
market offering and attainment of competitive advantage both processed in preferred
manner.
 Initial clear uniqueness: The uniqueness is a feature that is used to promote accurate
value and attribute within marketplace. For this management of Waitrose assure to induce
sustained level of innovation and advancement for that possibility to make regularity
among customers attractiveness is enhanced with beneficial manner.
3

P2 Analyse the key components of a successful brand strategy for building and managing brand
equity.
Brand strategy is a key component of the business with this management have perceived
both short and long term goal that is evolved with suitable success. The management of Waitrose
always assure to advance positive image within the market so that people get easily connect with
the offering of business for longer period of instance (Lim, Pham and Heinrichs, 2020). It also
aid to maintain suitable profit from, the competitive marketplace so that capability to take higher
profitability and stronger performance both developed in transit manner.
Brand equity is related to the marketing prospect which is used by the business to
advance market value, belief, attribute and suitability in preferred manner. as if more of the
customer get connect and develop strong relation with the business that it resulted towards
positive brand equity and if customer are not connect with the offered service of business than it
is perceived as negative equity. It is used by the business to attain higher popularity in which
different measures get processed that is as explained below as:
 The company assures to bring quality is all its products and services and assure to
maintain the same with this more of customer get satisfied with the preferred service and
it assist higher generation of profit margin and revenue at same time.
 The business get extend its business to boost morale of customer and for this profit timely
based innovation, offers so that capability to appreciate the connection of customer is
developed in progressive manner.
Dissimilarity in between strong and weak brand:
Strong brand Weak brand
This brand having higher awareness in
competitive marketplace and have process the
working along with the path followed through
vision and objective of business. For instance,
Waitrose have target medium class people
(Bilan and et. al., 2019).
This brand has less market awareness and has
fight to grab attention of targeted customers.
For instance, Duke.
The strategy selection of these businesses is to
advance sustained brand image that assist to
The ability of company to followed adequate
strategy is vision is not processed as per
4

achieve easier task on regular period. requirement.
The company have maintained loyal customer
base as per generation of higher sustainability.
The ability to maintain suitable relation with
customer is affected on direct manner with this
customer loyalty also decreases.
The brand has preferred unique and suitable
logo through which requirement of client is
recognised with perfection.
These brands didn’t have much popularity and
uniqueness within the marketplace.
The successful brand is only get processed if working is attained as per according to the
achievement and accomplishment of standardized objectives. For this company maintain strong
and direct target towards the specific people and develop strategies and initiative to fulfill the
market requirement and dependency in easiest manner (Chernev, 2020). It is an easiest prospect
with this customer satisfaction is fulfilled by offering quality based products and services. The
management of Waitrose worked to grab market attractiveness as by developing loyal customer
base and for that process different campaign to promote offered services and differentiate
themselves as per its other competitors.
M2 Apply appropriate and validated examples within an organisational context.
The brand equity is manage and build as per processed of preferred strategies and in this
CBBE model is used that is denoted as customer based brand equity. It is a model that maintain
direct control over the fact that customer preferences is always been required to considered at
every point. It is the only phenomenon that is followed by business to satisfy expectation of
market and also formulate suitable brand image and value in adequate mode. This model is as
explained briefly as follows as:
 Level 1- Brand salience: It is an initial stage within which Waitrose is worked to fulfill
its market attractiveness by differentiating with other brands. The positive brand equity is
useful for Waitrose as it resulted towards the attainment of potential customer in balanced
mode. For this willingness of company get processed as per maintain strong relation
towards targeted customer with this higher revenue is attained with continuity.
 Level 2 – Brand meaning: It is another level of pyramid with this business have interact
with the customer with market offering such as varied goods and service (Brandão, Sousa
and Rodrigues, 2020). It is used to processed and advance performance and imaginary
5

aspect in which fulfillment of need and requirement of customer is fulfilled in timely
constrained.
 Level 3 – Brand response: In this stage, the business have maintain clear and sustained
focus about to understand and fulfill judgement, opinion, feeling of customer over regular
period and in this management assure to make changes as per customer respond and its
attentiveness. Thus Waitrose has provided regular based service as per effectual quality
maintenance with this profitable ration and its credibility get enhanced with perfection.
 Level 4 – Brand resonance: It is the end stage in which psychological bond is developed
in between the customer and business with support of offered products and service. It
also formulates to improvise deeper understanding about need and demand of customer
and provision of service appropriately.
TASK 2
P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity
management.
Portfolio management
The portfolio of business reflects the different offering that is processed by the business
in order to fulfil market requirement (Kirca and et. al., 2020). It reflect the certain and diverse
range of service that is processed by business and in this accurate investment is induced that is
related to increment of market share, cash, bonds, stock and funds as well. For this portfolio
management is as aspecr that is selected by the business in relation to control with its policy as
with this maximised return is attained as per management is risk credibility’s.
Portfolio management strategies: The strategies of portfolio management are process as
per maintaining suitable balanced in between the offering and requirement of customers in
adequate manner. It is beneficial for the Waitrose as with this diverse range of goods and service
are offered to the customer so that ability to attain higher revenue and maximize profit is
processed in comfort mode. In this company also worked on to reduce the production cost and
assure to make optimized utilization of all the required resources of raw material as with
proficiency. In addition, business also assure to deliver better working performance and for that
hired skilled and talented workforce so that working proficiency also get enhanced in stipulated
period of instance and it is as briefly explained below as:
6

Dynamic portfolio management strategy: It is an aspect that is related to the advancement
and improvisation of management style through which accurate profit is attained in relation to
competitive advantage (Cullinan, Abratt and Mingione, 2020). For instance, Waitrose always
believe to provide all the required products and service to its customer and for this spend higher
among towards capital advancement with this worked on to both town down and bottom up
approach.
 Submissive portfolio management strategies: It comprise of different strategies that is
selected by the business in order to attain effective and efficient outcome. For this lesser
among of investment is required for longer period of time thus it is not easy for
organization to manage and control sustainability such as Duke.
Brand Hierarchy
Brand hierarchy reflects the suitable interaction in between the brand strategy as well as
brand element with this working nature and its attentiveness both get improvised in profitable
manner that is as explained below as:
 Corporate branding: It is a branding that is used by business to attain higher
profitability through which ability to provide different kind of products such as food,
groceries and other required products as well (Phung, Ly and Nguyen, 2019).
 Family brand: It is a branding that is processed in order to improvise name and image of
marketplace with this easier implementation of service is processed in timely mode. For
instance, Waitrose have sold different type of foods as through sustainable farm
management.
 Individual Branding: The branding is processed as per individual product branding with
this ability to improvise brand reputation and effectiveness both get processed in timely
constrained. For instance, Waitrose offered groceries to all as fresh and chilled, bakery,
household, tea, coffee and many others as well.
M3 Critically analyse portfolio management, brand hierarchies and brand equity
The portfolio management, brand hierarchies and brand equity is used by business to
advance overall productivity ad performance of business with better suitability. Waitrose make
7

supportive usage of all and assure to implement sustained relation in between offering and
requirement of marketplace with this possibility to perceived higher competitive advantage as
with sustained prospect is perceived with adequate manner (Iyer and et. al., 2020). The
management of brand equity and hierarchy is based on the provision of different offering of
service and product through brand by which customer requirement and its attentiveness get
fulfilled to its highest.
TASK 3
P4 Evaluate how brands managed in partnership both domestic and global level
The brand leveraging is a procedure that is followed by business in order to advance its
market attractiveness through which possibility to perceived valuable change is processed with
perfection. It assists the business to processed strong market attractiveness through which
creation and leveraging of brand is processed with concern of quality advancement.
Line extension and brand extension
Basis Line extension Brand extension
Meaning It is a basic concept that is used by
business to process new goods and
service within competitive marketplace
under similar brand name and might
consists of new design, package, size,
colour and many other prospects as well.
It is used by the business to enter into
new market. It is processed by company
to advance working accessibility as with
support of improvisation of advertising
with brand development (Majerova and
et. al., 2020).
Benefits It is beneficial for Waitrose as with this
proper advertisement is processed under
which brand awareness and its
improvisation is processed in timely
constrained.
It is used by the business to advance
positive image and with this
manufacturing capability get facilitate
with entrance at new place.
Examples Waitrose, uses this to advance the
extension through advancement of food
product offering and for this added more
food in their portfolio.
The business expands its working with
support of laptop and other digital
platform.
8

M4 Critically evaluate the use of different techniques used to leverage and extend brands.
The working attentiveness of business is affected with the working prospect and with this
it is required to manage and control all the suitable possibilities in regulatory manner. It is used
to manage and control suitable efforts so that working efficiency and its effectiveness both get
controlled in sustained mode (Keller and Brexendorf, 2019). In this Waitrose and its
management get worked to attain higher working efficiency as per consideration of brand
management in which productive outcome is resulted with perfection. In this the company get
alliance with other food association so that fastest delivery and located new store in the The
Galleria Mall that is the high ended shopping destination at Al Marayah Island in Abu Dhabi that
is operated under the licence of Fine Fare Food Market LLC. It assist that strategic collaboration
perceived higher attentiveness over business operating that is supported by adequate technology
through which possibility to engage with other similar brand is processed in timely constrained
and in effective manner. For this several benefits is processed to achieve long term success so
that optimised range of benefit is processed in timely constrained.
Increased in profit generation: It is used by Waitrose and its management through which
sustained and supportive outcome is attained in terms of higher profit is attained that assist to
advance adequate profit and sale in regular period of time.
Enhanced brand loyalty: Waitrose make adequate uses of various initiatives with this
possibility to perceived long term goals and objective is perceived over regular basis. It basically
advance the supportive technology with this brand awareness and its possibility to attain higher
competitive advantage also enhanced in productive mode.
Brand up-gradation: It is developed by management with this market visibility and its
durability gets advanced in progressive manner for this higher support is processed in systematic
manner. It is accurate information is processed that enhanced working possibility and brand
awareness simultaneously.
TASK 4
P5 Evaluate different types of techniques for measuring and managing brand value using specific
organisational examples.
There are different techniques get used by the business to measure and manage brand
value through which possibility to perceived higher competitive advantage is processed in
9

favourable manner (Wang, Qu and Yang, 2019). There is sustained benefit that is attained by
Waitrose through which both performance and productiveness get addressed in direct manner.
Techniques of measuring brand value
There is different technique that is used by business to advance brand value and through
this management of Waitrose make adequate usage of different strategies that is as explained
below as:
Brand value: It is defined as the suitable investment that is induced by business to attain
higher competitive advantage and it is in return of induce investment. For this working efficiency
and effectiveness of offered products and services is processed in beneficial mode.
 Cost based approach: It is an approach that is used by business to process different
investment under which Waitrose get implement different strategy and required cost to
become the largest supermarket within iconic manmade island as by providing
employment to about 80 employees.
Market share: It is an aspect of the business with this Waitrose get implement and induced
different range of value and advancement through which revenue generation and cost
attentiveness is developed in timely mode. For this business uses different prospect that is as
explained below as:
 Key performance indicator: It is used by the business during achievement of ordinate
market share and with this adequate standards get targeted with this possibility to achieve
higher competitive advancement is processed with higher attentiveness.
Brand awareness: It is a tool through which business get advanced it market familiarity with
this working efficiency and rate of attractiveness both get improvised in sustained mode (Paul,
2019). In this Waitrose get hired skilled and talented workforce so that market value and its
credibility both get perceived with attentiveness.
 Social media engagement: The market engagement is processed as by development
sustained relations and with this possibility to achieve higher standards over regular
period of time is processed. In this company uses social media platform through which
ability to target larger market is developed with regularity.
M5 Critically evaluate application of techniques for measuring and managing brand value
The measure and manage brand value standards are set by the business as by maintaining
sustained target towards attentiveness of customers. In this working ability and possibility both
10