Andreea Georgina IC BM (M Improved).docx - Unit 41 Brand Management Table of Contents Introduction.2 Company Overview(Unilever Plc Ltd.2 LO1

Andreea Georgina IC BM (M Improved).docx - Unit 41 Brand...

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Unit 41 Brand Management
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Table of Contents Introduction ................................................................................................................................ 2 Company Overview (Unilever Plc Ltd.) .................................................................................... 2 LO1 Demonstration and Understanding of Brand Building and Brand Management over Time ........................................................................................................................................... 3 P1 Explaining the Importance of Branding as Marketing Tool and the Significance of its Emergence in Business Practices ........................................................................................... 3 P2 Analyzing Key Components of Successful Brand Strategy for Building and Managing Brand Equity .......................................................................................................................... 6 LO2 Analyzing Brand Portfolios and how Brand Hierarchy is Built and Managed .................. 9 P3 Analyzing Brand Portfolio Management Strategies, Brand Hierarchy, and Brand Equity Management ........................................................................................................................... 9 LO3 Brand Leverage and Extension Overtime both Domestically and Internationally .......... 13 P4 Collaborative and Partnership Brand Management Evaluation at both Domestic and International Condition ........................................................................................................ 13 LO4 Evaluation Techniques for Measuring and Managing the Brand Value Overtime .......... 15 P5 Different Techniques for Measuring and Managing the Brand Value of Unilever Plc Ltd. .............................................................................................................................................. 15 Conclusion ................................................................................................................................ 17 References ................................................................................................................................ 18 1
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Introduction The brand is what defines a product. If the same product is sold under two different brand names, the results will vary a lot. Let’s assume for the sake of giving an example that the Dove shampoo is sold under the name “swallow”. There will be a huge change in the sales volume although the product is totally the same. The brand name and identity is what sets a product apart from its competitors. There are many companies out there who make cola like Coca Cola, but most of them have to face the decline stage of the product life cycle, where Coca Cola products have been in the maturity period for over a century now. The Brand name and the Branding process defines how successful an overall business will be as well as the specific brand (Dall'Olmo Riley, 2018). As a marketing consultant, I have to provide consultation to the Unilever Plc Ltd. regarding brand management and everything related to the branding of their specific brands. Company Overview (Unilever Plc Ltd.) Unilever is the world’s 5 th largest FMCG Company in terms of revenue, having its operations in over 190 countries (Unilever global company website, 2019). Unilever started its journey mainly in 1929 when the Dutch company Margarine Unie merged with the lever brothers, a soap making company. Since then, a long time has passed and there are over 400 brands under the banner of Unilever. Developing 400 brands is not an easy job and it explains that Unilever always took the job of branding and brand management properly. In 2017, Unilever had a turnover of about 57.3 billion euros. Prestigious brands like Dove, Axe, Clear, Knorr, Lifebuoy, etc. 2
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LO1 Demonstration and Understanding of Brand Building and Brand Management over Time. P1 Explaining the Importance of Branding as Marketing Tool and the Significance of its Emergence in Business Practices Branding is the process of signifying the differences of a specific product or service by using different logos, name, icons, color, etc. Branding doesn’t only depend on the physical visible factors like the logo or name, but also on the customer perceived value.
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