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Introduction Of Brand Management Brand Experience is the most important factor in brand differentiation

A brand is more compound than a single logo name or item. A firm, product, or service's characteristic identity and image are the result of a combination of tangible and intangible components. A brand's main purpose is to provide a promise to consumers about quality, dependability, and consistency. It represents the principles, character, and essence of a business or product, as well as how consumers view it (Gómez-Rico, et.al, 2022). A company may stand out in a competitive market, win clients' trust, and promote a sense of loyalty and connection by developing a strong brand identity. A brand's visual and audioappearance is its brand identity. It consists of things like logos, colour schemes, packaging, and other aspects of graphic and visual design.

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Brand image refers to how consumers view a company and its reputation. It is the conclusion of all consumer contacts, sentiments, and associations with a brand. A positive brand image can foster client loyalty and trust, whereas a negative image can be detrimental to a brand's reputation and financial performance. The value that a brand brings to a product or service above and beyond its practical advantages is referred to as brand equity. Customers like brands that they can recognize, remember, and have a positive reminder with (Husain, 2022). The way customers perceive and are aware of a brand serves as a device of its brand equity. It takes consistent, deliberate branding efforts, customer-focused marketing, and a dedication to providing high-quality goods and experiences to build and retain these elements.

Figure 1Brand management

(Source: tanpreetkaur, 2021)

Brand management

Concepts of Brand management

The development of a unique identity for a company's products and services, commonly known as branding, is an essential aspect of business. Furthermore, it has the potential to cultivate customer retention and a feeling of affective commitment towards the enterprise. Brand management, commonly referred to as branding in various languages, and encompasses the overall management of a brand. Brand management refers to a wide range of activities, including but not limited to product development, branding, advertising, and customer relations (Husain, Ahmad and Khan, 2022). The principal objective of brand management is to establish a robust and favourable reputation for a brand, which can result in increased sales and heightened brand awareness.

The operational mechanisms of brand management

The influence of brands extends to consumer engagement, market rivalry, and organizational administration. A well-established brand must consistently engage in image management. The establishment of guiding principles is crucial for effectively managing brands. Prior to proceeding with the procedure, it is imperative to grasp the fundamental concept of brand management.

Several factors need to be taken into account when analyzing a brand's performance, including brand equity, brand loyalty, brand recognition, brand management strategies, differentiation, evaluation, and digital marketing (Bian and Yan, 2022). Brand management offers several advantages such as augmented revenue, enhanced customer loyalty, amplified brand awareness and recognition, elevated product pricing and value, and increased sales from loyal customers.

Examples of brand management encompass

Marketing, branding, corporate identity, product design, customer service, and public relations are among the various examples.

Directions for Brand Management

To ensure consistency and coherence in branding, it is recommended to keep brand assets consolidated and adopt a uniform brand style for all content. Encouraging interdepartmental collaboration and establishing clear guidelines for the team can also facilitate effective branding. Developing a unique brand strategy and prioritizing customer experience which are crucial for creating a distinctive brand identity and enhancing customer loyalty. Furthermore, advancing one's career in branding requires a continuous effort to stay updated on industry trends and best practices.

The components of brand management

The concepts of brand personality, brand culture, brand identity, and brand personality are integral to the field of branding.

The variety of conflicting theoretical brand frameworks as well as the impact of the wider environment on the ‘brand

Depending on the perspective or focus of the framework, several theoretical brand frameworks may conflict with one another. Here are a few of the most popular brand frameworks:

  • Identity-based brand framework –this framework focuses on developing a powerful brand identity that captures the essence of the businesss personality, values, and different traits. It emphasizes how vital it is to create a booming brand identity for customers that are real and consistent.
  • Customer-based brand equity framework – understanding and quantifying the value that a brand provides for its consumers is the main goal of this framework. It emphasizes building strong relationships with clients, offering satisfying experiences, and inspiring loyalty.
  • Reputation-basedbrand framework – the framework of a companysreputation and image in the eyes of its stakeholders, such as clients, stakeholders, staff members, and the media, is the main objective of this framework. It emphasizes the value of transparency, trust and credibility.
  • Emotional branding framework –this framework focuses on nurturing powerful emotional bonds between consumers and a brand (Loken, 2023). It emphasizes the value of memorable experiences, inducing positive emotions, and good storytelling.

A brand's success or failure can be significantly influenced by the external environment. The following are some of the main elements that can impact a brand's performance:

  • Economic conditions – The demand for a company's products and services, as well as consumers' spending habits and disposable income, can be affected by macroeconomic factors. (Tseng, 2023). Brands need an understanding of economic developments in order to adjust their procedure.
  • Technological advancements – Businesses can take use of these technological breakthroughs to grow, improve their products and services, and forge deeper connections with their target audiences. Brands that want to succeed in the long run must keep tabs on technology developments and implement them.
  • Societal trends and cultural norms – Changing social values and cultural standards may have an effect on the way consumers perceive a brand, its messaging, and its identity. To be relevant, brands need to be able to adjust to these shifts and make sure that their messaging is consistent with these trends.
  • Competitive landscape – To stand out from the competition and maintain their relevance in the market, brands must be aware of their competitors' strategies, advantages, and disadvantages. Brands must continuously assess the state of the market and modify their tactics as necessary.
  • Regulatory environment -A brand's operations, marketing, and entire company strategy may be impacted by changes in laws and regulations. Brands need to be aware of regulatory changes and make sure they are adhering to all applicable rules and regulations.

Since brands exist in a larger framework, it is crucial to take into account how the external environment affects them (Choi, 2022). There may be competing theoretical brand frameworks, and brands need to be able to balance the many viewpoints and modify their strategies as necessary. Brands may adapt and succeed in the marketplace by being aware of the outside influences that may have an impact on the brand.

Figure 2 5 reasons brand management is so important

(Source: WaldenUniversity, 2023)

5 reasons brand management is so important

The most important factor in brand differentiation

A customers total perception of a brand is based on all their interactions and touchpoints with it is referred to as the brand experience. The entire customer journey is covered, from awareness and consideration to purchase and post–purchase. Because it is the main factor through which brands may distinguish from their competitors and leave a lasting impression on consumers, brand experience is a key component in brand differentiation.

When understood in the framework of general brand management concepts, the significance of brand experience in brand differentiation can be recognized. Brand equity, which refers to the value that a brand brings to a product or service beyond its functional benefits, is one of the fundamental ideas of brand management (Chieng, 2022). Brand awareness, brand associations, and brand loyalty are just a few of the characteristics that contribute to brand equity. Because it may foster good brand associations and foster customer loyalty, a strong brand experience is a crucial component in developing brand equity.

It is useful to consider some of the essential components that support a pleasing brand experience to understand the significance of brand experience in brand differentiation. These may consist of:

  • Brand identity – Customers can develop an emotional bond with a brand by understanding what it stands for and appreciating a clear and consistent brand identity. This can be expressed through a variety of components, including brand voice, visual design, and message.
  • Customer services - The brand experience can be significantly impacted by the way a company engages with its consumers. While unfavourable meetings might harm a brand's reputation, positive interactions with customer service agents can adopt trust and loyalty.
  • Product or service quality - A brand's experience can be significantly impacted by the calibre of its goods and services. Customers anticipate that brands will provide them with high-quality goods or services that satisfy their requirements.

Brand differentiation also severely relies on brand experience. To stand out and attract customers in the competitive marketplace, brands must set themselves apart from their competitors (song, 2022). Customers can form a distinctive and lasting impression of a company due to a powerful brand experience, which can differentiate a brand from its competitors. For example, Apple's brand experience is distinguished from other technology businesses by its slick design, simple user interface, and first-rate customer service.

Brand positioning, which refers to the separate position that a brand has in consumers' perceptions relative to its competitors, is another crucial idea in brand management. By leaving customers with a consistent and lasting image, the brand experience can support a brand's positioning. For example, high-end firms like Chanel and Louis Vuitton influence their brand experience to support their positioning as exclusive and high-end brands, giving their customers a sense of grandeur and elegance.

Because it may adopt good brand associations, generate customer loyalty, and set a brand's positioning, brand experience is a crucial component in brand distinction (Soeherman, 2023). Brands can stand out from the crowd and leave a lasting impact on customers by developing a distinctive and memorable brand experience. As a result, brand experience must be a crucial factor in all brand management initiatives.

Critical evaluation

For organizations to create and maintain a strong brand identity, develop brand equity, and set themselves apart from the competition, brand management is an essential job (Kelley, et.al, 2022). However, it's crucial to analyze brand management strategies carefully, taking into account both their advantages and disadvantages.

Advantages of Brand management

  • Differentiation – By developing a distinctive brand identity, positioning, and customer experience, effective brand management may help firms stand out from their competitors. Increased client loyalty, word-of-mouth advertising, and competitive advantage can result from this.
  • Brand equity – Building brand equity, or the value that a brand contributes to a product or service beyond its practical advantages, is something that brand management can support organizations to do (Roozitalab, 2022). As a result, firms may be able to demand higher prices, increase client loyalty, and increase income.
  • Customer engagement – Businesses may connect with their customers through storytelling, emotional connections, and the customer experience with the help of a strong brand management plan.
  • Consistency – Businesses can maintain a consistent brand identity by using effective brand management to unify messaging, visual design, and customer experience. With customers, this consistency can increase credibility and trust while also enhancing brand recognition and recall.

Disadvantages of brand management

  • Inflexibility -Sometimes strict brand management strategies make it difficult to adapt to shifting market trends, consumer preferences, or corporate objectives. As a result, there may be a lack of innovation or a failure to adjust to new challenges.
  • Short-term thinking -At times, brand management may place an undue emphasis on short-term objectives like boosting sales or raising brand awareness at the expense of long-term brand equity development (Bian,2022). This may lead to a lack of strategic direction or a refusal to make investments in longer-term brand-building initiatives.
  • Ineffective measurement – Brand equity is a highly individualized idea that can be tricky to measure, making it difficult to determine how effective a brand management strategy is (rather, et.al, 2023). Because of this, evaluating the return on investment of brand-building initiatives and figuring out which strategies work best can be challenging.
  • Limited reach - smaller firms might not have the capacity to invest heavily in long-lasting brand-building initiatives because effective brand management can be expensive (Ibáñez-Sánchez, 2022). This may make it more difficult for them to compete in the market against bigger, more well-known companies.

At last it is critically evaluated that the brand management is an essential business activity, it's crucial to assess how well it contributes to organizational objectives. While inadequate brand management methods can lead to rigidity, short-term thinking, inefficient measurement, and restricted reach, effective strategies can help firms stand out from their competitors, develop brand equity, and engage with customers (Arya, 2022). Businesses should make sure their strategies are adaptable, long-term oriented, well-measured, and adapted to their unique business goals and resources if they want to maximize the efficacy of brand management.

Recommendation

Brand differentiation has become essential for firms to stand out and achieve a competitive edge in todays highly competitive marketplace. The brand experience is one of the most crucial elements in brand differentiation. The sum of a consumers interaction with a brand, including the actual product or service, customer service, and the overall brand image and messaging is referred to as the brand experience. Increased customer happiness, loyalty, and advocacy are all factors that can contribute to the growth and success of a firm.

Businesses should concentrate on customer centricity, consistency, personalization, emotion, innovation, employee training, efficient measurement, and continual development to build a powerful brand experience. Businesses can design a brand experience that connects with consumers and nurture a deep emotional bond by putting the wants and preferences of the customer first. Personalization based on customer choices and consistency across all touchpoints can improve the brand experience even further.

While employee training can help to guarantee that staff members are aware of and capable of delivering on the brand experience, innovation is also crucial to keep the brand experience current and relevant. Businesses can evaluate the success of their brand experience plans and monitor their progress toward business objectives with the help of effective measurement.

For brand differentiation, consumer satisfaction, loyalty, and advocacy, a compelling brand experience is crucial. Businesses can develop a different brand experience that supports company growth and success by putting a high priority on customer centricity, consistency, personalization, emotions, innovation, employee training, and continual improvement.

Conclusion

The essay concludes that, a key element in brand differentiation is the brand experience. Businesses must develop a different brand experience that distinguishes them from their competitors in the aggressively competitive market of today when customers have a wide range of options. Increased customer happiness, loyalty, and advocacy are all factors that can contribute to the growth and success of a firm. Customer-centricity, consistency, personalization, emotion, innovation, employee training, effective measurement, and continuous improvement are just a few suggestions that can help organizations develop a different brand experience that connects with customers. Businesses may develop a brand experience that builds a deep emotional bond by putting the wants and preferences of the client first.

References

  • Arya, V., Paul, J. and Sethi, D., 2022. Like it or not! Brand communication on social networking sites triggers consumer?based brand equity.International Journal of Consumer Studies,46(4), pp.1381-1398.
  • Bian, W. and Yan, G., 2022. Analyzing Intention to Purchase Brand Extension Via Brand Attribute Associations Mediating and Moderating Role of Emotional Consumer-Brand Relationship and Brand Commitment.Frontiers in Psychology, p.4163.
  • Chieng, F., Sharma, P., Kingshott, R.P. and Roy, R., 2022. Interactive effects of self-congruity and need for uniqueness on brand loyalty via brand experience and brand attachment.Journal of Product & Brand Management.
  • Choi, L., Kim, M. and Kwon, H.B., 2022. Impact of customer-based corporate reputation on customer engagement behaviors: customer identification and brand love as mediators and industry type as a moderator.Journal of Brand Management, pp.1-17.
  • Gómez-Rico, M., Molina-Collado, A., Santos-Vijande, M.L., Molina-Collado, M.V. and Imhoff, B., 2022. The role of novel instruments of brand communication and brand image in building consumers brand preference and intention to visit wineries.Current Psychology, pp.1-17.
  • Husain, R., Ahmad, A. and Khan, B.M., 2022. The impact of brand equity, status consumption, and brand trust on purchase intention of luxury brands.Cogent Business & Management,9(1), p.2034234.
  • Ibáñez-Sánchez, S., Flavián, M., Casaló, L.V. and Belanche, D., 2022. Influencers and brands successful collaborations: A mutual reinforcement to promote products and services on social media.Journal of Marketing Communications,28(5), pp.469-486.
  • Kelley, L.D., Sheehan, K.B., Dobias, L., Koranda, D.E. and Jugenheimer, D.W., 2022.Advertising media planning: a brand management approach. Taylor & Francis.
  • Loken, B. and Ahluwalia, R. eds., 2023.Brands and brand management: Contemporary research perspectives. Psychology Press.
  • Rather, R.A., Hollebeek, L.D., VO?THANH, T., Ramkissoon, H., Leppiman, A. and Smith, D., 2022. Shaping customer brand loyalty during the pandemic: The role of brand credibility, value congruence, experience, identification, and engagement.Journal of Consumer Behaviour,21(5), pp.1175-1189.
  • Roozitalab, A., 2022. Employing strategic management to study the effect of brand awareness on customer's loyalty: Exploring the mediation effect of perceived brand quality and brand communication: A study of Samsung electronics company in Tehran branch.SMART Journal of Business Management Studies,18(1), pp.38-46.
  • Soeherman, A.D.G. and Panjaitan, R., 2023. Religio-centric product strategic: Halal literacy and brand management capabilities towards business performance.JurnalSiasatBisnis, pp.86-105.
  • Song, S. and Kim, H.Y., 2022. Is social media marketing worth it for luxury brands? The dual impact of brand page satisfaction and brand love on word-of-mouth and attitudinal loyalty intentions.Journal of Product & Brand Management.
  • Tanpreetkaur, 2021, brand management, (online), https://www.google.com/search?q=brand+management&rlz=1C1YTUH_enIN1013IN1013&sxsrf=APwXEdddoxoBGdlHm42FUXotN09gy8KNZA:1683537358855&source=lnms&tbm=isch&sa=X&ved=2ahUKEwizjPaxseX-AhVyTWwGHQPXBz4Q_AUoAnoECAEQBA&biw=767&bih=704&dpr=1.25#imgrc=9VUtQaIy-NeD8Maccessed on 08.05.2023
  • Tseng, T.H. and Wang, H.Y., 2023. Consumer attitudes and purchase intentions towards Internet celebrity self-brands: an integrated view of congruence, brand authenticity, and Internet celebrity involvement.Journal of Product & Brand Management, (ahead-of-print).
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