+4474648-84564 Unit 41 Brand Management
Unit 41 Brand Management HND Business Assignment
Aim of Unit 41 Brand Management
Organisations implement brand management for increasing the value of their products and services. This helps the organisation to build loyalty among customers through appropriate brand association and strong awareness about the brand. This unit fosters information of brand management and its importance in the context of an organisation. This also focuses on measuring brand value and managing the portfolio of brands over a period of time. The unit also helps in an understanding a range of techniques and tools could be implemented by the organisations for maximising brand value. This also enlightens on the methods through which effective brand management could be achieved.
Learning outcomes (make it H3)
By the end of this unit a student will be able to:
1 Demonstrate an understanding of how a brand is built and managed over time.
2 Analyse how brands are organised in portfolios and how brand hierarchies are built and managed
3 Evaluate how brands are leveraged/extended over time domestically and internationally.
4 Evaluate techniques for measuring and managing brand value over time.
LO1 Demonstrate an understanding of how a brand is built and managed over time
Organisations believe in developing brands that would take them to a height of success. This could be achieved with the application of brand pyramid. The organisations need to identify the advantages of branding for consumers and intermediaries for establishing good brand management. Moreover, marketing plays a key role in developing brand equity. The organisations also need to focus on developing brand equity over time by overcoming the crisis and interacting more with consumers.
LO2 Analyse how brands are organised in portfolios and how brand hierarchies are built and managed
Brand portfolio strategies are implemented by organisations to establish brand management. There are certain hierarchies of branding such as family branding, umbrella branding, corporate branding, individual product branding and authorised sub-brands considering which an organisation develops its brand management. This section also helps in the understanding of building brand equity among different levels of hierarchy. Brand management tool such as customer-based brand equity model and market strategy could be implemented for analysing the brand management of different organisations.
LO3 Evaluate how brands are leveraged/extended over time domestically and internationally
The organisations undertake different approaches and strategies to extend their brands over time internationally as well as domestically. The organisations implement “Fit and Leverage” technique in extending their brands worldwide. In addition to this, different methods could be put into practice for revitalising and reinforcing the brands. This section also helps in understanding the concept of brand partnerships and collaborations. It also focuses on global positioning and branding of respective organisations.
LO4 Evaluate techniques for measuring and managing brand value over time
The
organisation needs to analyse the position of their brands in the competitive
market so that various methods of improvement could be implemented in order to
retain the position within the international market. Thus, organisations need to
implement certain techniques for managing and measuring the value of brands
over time. This section provides an understanding of different techniques that
could be utilised for measuring market share, brand awareness, buying behaviour
and customer attitudes. It also focuses on techniques of brand tracking and
brand equity audit.
Learning outcomes and assessment criteria
| Pass | Merit | Distinction |
| LO1 Demonstrate an understanding of how a brand is built and managed over time | ||
| P1 Explain the importance of branding as a marketing tool and why and how it has emerged in business practice. P2 Analyse the key components of a successful brand strategy for building and managing brand equity. | M1 Evaluate how brands are managed successfully over time using application of appropriate theories, models and concepts. M2 Apply appropriate and validated examples within an organisational context. | LO1 – 4 D1 Provide a critical evaluation that is supported by justified evidence demonstrating a comprehensive understanding of branding within an organisational context. |
| LO2 Analyse how brands are organised in portfolios; how brand hierarchies are built and managed | ||
| P3 Analyse different strategies of portfolio management, brand hierarchy and brand equity management. | M3 Critically analyse portfolio management, brand hierarchies and brand equity using appropriate theories, models and frameworks. | |
| LO3 Evaluate how brands are leveraged/extended over time domestically and internationally | ||
| P4 Evaluate how brands are managed collaboratively and in partnership both at a domestic and global level. | M4 Critically evaluate the use of different techniques used to leverage and extend brands. | |
| LO4 Evaluate techniques for measuring and managing brand value over time | ||
| P5 Evaluate different types of techniques for measuring and managing brand value using specific organisational examples. | M5 Critically evaluate application of techniques for measuring and managing brand value in relation to developing a strong and enduring brand. |
Links
This unit links to the following related units:
Unit 22: Product and Service Development
Unit 23: Integrated Marketing Communications
Unit 37: Consumer Behaviour and Insight
Unit 38: Customer Value Management
