Victoria University

• MKT 80011

• Brand Management Student name: Student ID: Lecturer name: 1 Table of Contents Introduction......................................................................................................................................3 LO1 Demonstrate an understanding of how a brand is built and managed over time.....................4 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice..........................................................................................................................4 Analyze the key components of a successful brand strategy for building and managing brand equity............................................................................................................................................5 Evaluate how brands are managed successfully over time using an application of appropriate theories, models, and concepts.....................................................................................................6 Apply appropriate and validated examples within an organizational context.............................7 Lo2 Analyze how brands are organized in portfolios; how brand hierarchies are built and managed...........................................................................................................................................8 Analyze different strategies of portfolio management, brand hierarchy, and brand equity management.................................................................................................................................8 Critically analyze portfolio management, brand hierarchies, and brand equity using appropriate theories, models, and frameworks..............................................................................................10 LO3 Evaluate how brands are leveraged/extended over time domestically and internationally.. .11 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level.................................................................................................................................11 Critically evaluate the use of different techniques used to leverage and extend brands............12 LO4 Evaluate techniques for measuring and managing brand value over time............................13 Evaluate different types of techniques for measuring and managing brand value using specific organizational examples.............................................................................................................13 Critically evaluate the application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand...................................................................14 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organizational context............................15 Conclusion.....................................................................................................................................16 References......................................................................................................................................17 2 Introduction A brand is the image of the company that consumers create in mind. It is also the unique characteristics that have been developed all the time in order to different actual products from the competitors. Branding is the process of promoting selected images in order to establish a favorable reputation. Branding plays an important role in political, social, cultural, official or unofficial, private, or public. The report presents various aspects which are related to the brand along with providing benefit. With the help of various theories and concepts, brand management will be explained below in the report. Brand leveraging and extension will be used in the report to make sure about the need of the organization and fulfilling its requirements too. The performance of the brand is observed in the market to make effective strategies and receiving various advantages of it. With the supp