Reference no: EM132977642 , Length: 4000 Words

F/508/0600 Brand Management - BTEC HND in Business

LO1 Demonstrate an understanding of how a brand is built and managed over time
LO2 Analyse how brands are organised in portfolios; how the brand hierarchies are built and managed
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
LO4 Evaluate techniques for measuring and managing brand value overtime

Aim of this assignment

The assignment is designed and structured to assess your understanding of brand management. It explores a range of tools and techniques that can be employed to maximize brand value while looking at several case studies that contextualize information within real-world examples to aid understanding of how effective brand management can be achieved.

This assignment gives you a chance to demonstrate a comprehensive overview of brand management - starting with why brands are so important and how they are formed, through to measuring brand value and managing a portfolio of brands over time, analyse how brands are organised in portfolios and how brand hierarchies are built and managed, evaluate how brands are leveraged/extended over time domestically and internationally and finally evaluate techniques for measuring and managing brand value over time.

Assignment
Regardless of funding, revenues, or company size, one of the strongest differentiators an organization can have is its brand. But brand strength doesn't happen on its own. It's a competitive advantage that needs to be earned. It takes organizational self-reflection, focus, and discipline to create a brand that customers prefer over competitors. That's why brand management is important. The brand must have rules placed around it to be easily upheld and presented appropriately. And it needs to be considerate to a quickly changing world with numerous cultural nuances. (Nina Brakel-Schutt 2019)

Task 1
You are preparing a training manual for two new team members in the marketing team who will work on developing branding strategy for the company. In the manual, the following needs to be included:

Explain the importance of branding as a marketing tool, analysing the key components that helps the organisation to have successful brand strategy, evaluating how a brand is managed successfully over time using relevant theories and models and appropriate examples from real-life organisations.

Task 2
For this task, you need to choose a corporate brand. The brand of your choice needs to be consulted with your lecturer.
You need to Critically analyse brand portfolio management and brand portfolio management illustrating the brand hierarchy of your chosen brand using appropriate theories, models and frameworks. (This will cover LO 2)

Task 3
For this task, you need to choose a specific brand under the corporate that you have chosen for task 2.
You need to critically evaluate different techniques of brand extension and brand leverage to expand the brand over time in both the domestic and international market. On this note, you are to evaluate also the collaborative partnership for your chosen brand. (This will cover LO 3)

Task 4
You need to critically evaluate the techniques to measure brand value, brand awareness, market share, consumer attitudes and purchasing intent. You are also required to evaluate brand equity and audit and brand tracking techniques for a specific organisation. (This will cover LO 4)

Attachment:- Brand Management.rar