Short answers of brand management

  • Category:
    Management
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  • Level:
    Undergraduate
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3Brand Management

  1. List 2 brands you think have values focused on i) functionality ii) representationality, why do you think this?

Functionality

Apple is a brand that has focused its branding efforts on the functional benefits. This involves promoting technical features of the product and service utility based on the customer perspective. Apple products are branded as of high quality, efficiency and high performance (Lynch and De Chernatony, 2004).

Representationality

This is a brand that utilises representation to gain a sustainable advantage. This is through focusing on emotional satisfaction which is social status and ego. The brand is presented as fashionable and can create a feeling of fulfillment, trust, and security. Through representationality satisfaction, the brand focuses more on what it does (Lynch and De Chernatony, 2004).

  1. Several stages in a brand’s life cycle have been highlighted. Note four brands that are in each phase. Provide the logic for your choice.

Introduction

  • Samsung Gear VR

  • Nestle Maggi brand (India)

  • iPhone 7 plus

  • iPad Air 3

All these brands are being introduced into the market. The products are being promoted based on their features and usage with an aim of attracting customers to try them (Moorthi, 2009).

The four products have already built their following at this stage. The market shares for the four brands have been expanding. At this stage, the marketing efforts have been stepped up to show value and characteristics of the brands (Moorthi, 2009).

Maturity

These brands have already attained a considerable market share. The sales are at the peak, and the growth has been slowing. At this stage, all the four brands have strong brand influence. These brands have been using different kinds of marketing strategies (Moorthi, 2009).

  • Energizer

  • Coca-Cola

At this point, all the four brands have high brand awareness. Despite this, the sales in four brands are on the decline. This is evidenced by reduced prices and the emergence of new products (Moorthi, 2009).

  1. List two brands you think have rejuvenated themselves. Which have been more successful? Why do you think this is?

Brand rejuvenation is based on the addition of value to an existing brand. This is through improving the product attributes and making it more appealing (Lehu, 2006). An example of brand rejuvenation is seen in:

  • McDonalds- this is through a new look and re-launching itself as a new brand.

  • Unilever- Use of marketing slogan and bright sunny packaging.

McDonald’s have been very successful in brand rejuvenation compared to Uniliver. This is through redesigning their logo and improving overall appeal. McDonalds succeeded more in brand rejuvenation due to constantly striving to improve their brand.

References

Lehu, J.M., 2006, Brand rejuvenation: How to protect, strengthen & add value to your brand to prevent it from ageing, Kogan Page Limited.

Lynch, J. and De Chernatony, L., 2004, ‘The power of emotion: Brand communication in business-to-business markets’, The Journal of Brand Management, Vol.11, no.5, pp.403- 419.

Moorthi, Y.L., 2009, Brand Management, 1E, Vikas Publishing House Pvt Ltd.