Unit 51.

Brand Management
Assignment Title: Brand Management
Unit Tutor: Ms. Reeba John
Submitted By: Hiba Anis
 Branding is the process of developing a distinct and identifiable identity for a product,
service, company, or organization. It entails creating a distinct name, logo, design,
messaging, and overall image that distinguishes the entity from competitors and creates
a favorable impression in the eyes of the target audience. Branding covers more than
just visual aspects; it also includes a brand's ideals, personality, and reputation. It is a
strategic endeavor to shape and impact consumers' perceptions, emotions, and
experiences with a certain brand.

- Brand Example: Samsung: A South Korean company, one of the world’s largest producers
of electronic devices. It specializes in producing a wide variety of electronic devices used
for industrial and consumer purposes. These also include appliances, digital media
devices, semiconductors, memory chips, and integrated memory systems.

Brand Development Process: Brands are developed through a brand pyramid which
shows five key stages that help the customer to develop a relationship with the brand,
starting with basic awareness and finishing with complete loyalty.

 Brand pyramid: A tool that is used in brand management to understand and

communicates the various elements that contribute to the overall perception and
positioning of the brand
The brand pyramid includes five stages:
1. Presence: At this stage, the customers are only aware of the brand or have tried its
product once or not yet. They have no emotional attachment to the product so the
company has to adopt different techniques to develop a relationship between the
customer and the brand.
- Samsung established its presence in the market by investing in marketing and
advertising activities. It has contributed to its success in digital marketing.
- For example, Samsung has connected itself with the various segments of the
population their product target through social media profile which includes:
- Instagram: 1 M followers.
- Facebook: 162 M followers
- YouTube: 6.4 M followers.
- Twitter: 12.2 M followers.
2. Relevance: At this stage, the consumer starts to think about whether the brand
meets their needs and wants. This can be done by comparing the cost of the product
and the value it provides.
- For example, Samsung offers a wide range of products at different price segments, so
it caters to the consumer’s preferences. By providing products at different prices and
features it help its customer to fulfill their needs and wants.
 3. Performance: At this stage, the customer compares one brand with the other,
customers start seeking a special identity of the brand at this stage, and by then your
brand or product gets on the customer list.
- Samsung invested heavily in technical innovation and R&D. Samsung products like
the Galaxy smartphone series and the Smart and Curved televisions are perceived to
be technologically sophisticated and innovative.
4. Advantage: At this stage, the consumers have identified a distinct advantage of using
your brand compared to others.
-Samsung’s advantage is that it continuously produces new and innovative products,
and differentiates them with the help of high-end technology.
5. Bonding: At this stage, customers develop a strong bond with your brand and they
understand that the cost, advantages, and, performance of your products help to
meet their needs and wants.
- Samsung has built a strong connection with its customers to ensure customer loyalty.
They always connect with their customers and provide them with feedback and take
up their suggestions. Samsung ensures that its customers know that they are heard,
understood, and feel valued.

 The Importance of Branding:

- Importance of Branding for an Organization:

 Creates an identity for your business: Branding helps to create an identity for
the business. It gives consumers something that they can relate to and
connect beyond with the product or service that they are purchasing.
 Builds Employee support: Branding gives an identity to a company. With the
help of this, you can create a reputable, highly-regarded workplace and the
employees feel proud to work in your company.

- Importance of branding for consumers:

 Influencing purchasing decisions: Branding affects the consumer decision. In

fact, in 2021, Razorfish study reports found that 82% of surveyed customers
buy from brands that have a greater mission or purpose. Around 67% say the
brands that they buy make them better person.
 Trust and Reliability: “Trust has always played an important role in the brand
purchase,”. (Edelman 2019)
When a buyer has trust in a brand, he is more likely to become a loyal
customer and would likely recommend the brand to his fellow family
members and friends. Thus, a trusted brand should continuously meet the
buyer’s expectations and should ensure consumer satisfaction.
  Quick and easy decision: In a marketplace, there are numerous choices
available, and branding helps in simplifying the decision-making process.
When buyers are aware of their brands and their reputation then they can
choose their products without having to do any research.

 Brand equity:
- Brand equity is a marketing term that describes a brand’s value. It tells you how people
feel about your product. Brand equity is highly influenced by the brand reputation for the
services it provides and its product quality.

- Importance of Brand Equity: this is a complex parameter that takes into account a lot of
parameters like brand image, brand identity, brand awareness, brand loyalty, brand
association, etc.
- Brand equity does not only give companies a chance to reap high profits but also gives
them a chance for a significant market share. It also makes it easier for a brand to enter
into more markets. For example, Samsung keeps on introducing new products to the
market with advanced features as customers are willing to try them as soon as they are
launched.

- Keller’s model of brand equity: The customer-based brand equity (CBBE) model was
first developed by marketing professor, Kevin Lane Keller, in his widely-used
textbook, "Strategic Brand Management."

KELLER, KEVIN, STRATEGIC BRAND MANAGEMENT: GLOBAL EDITION, 4th, © 1901. Reprinted by permission of
Pearson Education, Inc., New York.

Brand equity of Samsung using the customer-based brand equity model (CBBE):
 Brand Salience: It means to create awareness of your brand and to recognize it in the
marketplace. Samsung has created strong brand salience by ensuring that its brand is
easily recognizable with the help of its logo, tagline, and marketing activities. Samsung
established itself in Portugal by agreeing with EMACET, one of the top three-color TV
assembly companies in the world. Samsung Electronic Portugal Inc. manufactured 1.5
million units of color TVs. Later the manufacturing subsidiary moved on to export their
TV to the Netherlands, Denmark, England, and Germany.
 Brand Performance: Samsung is known to push the envelope on innovation with every
phone it releases and has continuously introduced products with high performance across
various product categories. According to the report published by (Jung Min-Hee,2023) In
2022, its R&D expenses totaled 24.9292 trillion won (US$18.8764) up 10.3% from the
previous year.

Innovation From Samsung: In 2019, Samsung released the Galaxy Z series where all its
foldable live, including the 2022-Fold 4 and Filp4. These phones made it easier to
complete certain tasks which were never possible. For example, Users can easily switch
between watching a video to saving a PowerPoint. With the cut-throat competition in the
market, Samsung products marked a great differentiator among its rival products.

 Brand Imagery: Portraying your brand as a successful one that meets the consumer needs
wants or demands is an important part of the brand-building procedure.
Samsung has realized that there is a need to be best in the product design. So not only
that their products are backed up with innovation and cutting-edge technology but they
also have the coolest, latest, and trendiest design that helped them to uniquely position
their products both in the market and the consumer minds. Samsung has shown its brand
that simplifies the consumer’s lives with the help of technology.

 Brand Judgement/Feelings: It refers to what the consumer thinks and feels about your
brand. Samsung has worked on building positive brand judgment and feeling among its
customers. The brand always gives attention to positive feedback through its products,
customer support service, and engagement initiatives through social media platforms.
An article published by Blake Morgan tells us that Samsung is now focused on building
lasting, meaningful relationships with its customers that go beyond the one-off service
fixes. The idea behind this is that as customers become more connected with their
devices, they can also become more connected to the brand. This means that Samsung
has more chances to build loyal customers.

 Brand Resonance: At the top stage of the brand pyramid is brand resonance as it is the
most difficult and the most desirable level to reach. Brand resonance focuses on creating
a strong and deep relationship with its customers.
Samsung focus on building an end-to-end customer journey that focuses not only to sell
the products but to build a relationship with the customer throughout the end. The brand
has achieved its brand resonance by consistently delivering on its brand promises,
engaging with customers through various touchpoints, and also giving them personalized
experiences of the products.
- Samsung’s efforts and continuous improvements helped them to align with
Keller’s CBBE model and help the brand establish strong and favorable brand
equity.
 Brand Strategy: is a term that takes into account the company’s reputation, its products,
and the services it offers. The value of the brand, market position purpose, vision, and
ideal customers are all included in this strategic planning. These points are needed for the
company's teams to collaborate and make sound judgments. So, the company’s team must
get a good market position, provide their customer with value and develop initiatives to
achieve success.
 The key components of a successful brand strategy:
- Brand Purpose: It defines the primary reason for the brand’s existence other than
profit. With the help of brand purpose, you can help to express your brand’s
vision, its values, and how the brand and its product will bring a positive impact
on the world. Brand purpose helps the brand connect with its customers on a deep
level.
- Example: Emirates NBD which is one of the largest banking groups in the region,
its purpose is to “empower people to stay ahead in a rapidly changing world.”
The purpose is evident in how they use the customer-centric approach and digital
transformative initiatives. And they focus on delivering a seamless and convenient
banking experience.

- Target Audience: A company should effectively target its audience based on the
geographic, demographic, and behavioral characteristics of different target
groups. By understanding the needs of different people from different target
groups the company can meet the customer’s expectations more efficiently.
- Example: Nike successfully targets its audience by investing heavily in market
research to understand the needs, preferences, and behavior of their target
audience. They have positioned themselves as a brand that produces high-
performing athletic products. They emotionally connect with their customers
through their powerful storytelling ads campaign.

- Brand Positioning: It refers to how a brand is placed in the minds of consumers. It

involves differentiating the brand from the competitors in the marketplace.
Effective brand positioning is important to establish a unique identity, create value
and influence consumer perception.
- Example: Apple has positioned itself as a brand that combines innovative
technology, and easy-to-use products, and helps in simplifying the consumer’s
lives.
They have positioned themselves as the industry leader in innovation and cutting-
edge technology. Apple has created a perception that they are ahead in
technological advancement by continuously innovating new products.

- Brand Identity: It includes the visual and verbal elements that represent the brand
and differentiate it from others, such as the brand name, logo, tagline, color
 palette, typography, imagery, and tone of voice. Consistent application of these
elements across all brand touchpoints contributes to the creation of a recognizable
brand identity.
- Example: Coca-Cola has a strong brand identity as they have established
themselves as a friendly, joyful, and optimistic brand personality. Coca-Cola
portrays as a brand that brings people together spread joy and love and is used for
celebrating special moments.

- Brand portfolio strategy for the portfolio, brand hierarchy, and brand equity
management.

Brand Portfolio Strategy for Samsung:

- Brand Portfolio: It refers to the collection of brands owned by a company
or an organization. These would consist of multiple other brands that
target different customer segments, target audiences, or product categories.
Categories under the brand portfolio are:
1. Parent Brand: It represents the company itself. It could serve as an
umbrella brand under which all the sub-brand operates.
- Samsung is a South Korean parent company that operates in a
variety of areas such as electronics, technology, construction, and
many more. The brand is well-known around the world and is
associated with a wide range of consumer electronics, home
appliances, and technology solutions.
Samsung is globally recognized as a leading brand in terms of
electronics and technology industry. The parent brand's strength
includes its reputation for innovation, quality, and technological
and sensible advances.

2. Sub-Brand: Even though they are part of the brand portfolio but they have
their own identity. They may carry the parent brand’s name but they have
specific elements that help them to differentiate themselves from the
parent brand.
- Samsung Galaxy: It is the sub-brand that is specifically dedicated
to Samsung’s line of smartphones and tablets. The product line
includes the Samsung Galaxy S series of smartphones, the
Samsung Galaxy Tab series of Tablets, the foldable Samsung
Galaxy Z series, and the latest Samsung Galaxy Gear
smartwatches. The Samsung Galaxy sub-brand has established a
strong reputation in the mobile market and has come to be
associated with high-quality Android smartphones.
- Brand Hierarchy: It refers to the organizations and the companies that are within the
company’s overall brand portfolio. It helps to establish a strong relationship among
different brands, sub-brand, and product lines within a company. Brand Hierarchy is
important for a brand so that it can build its brand image and brand identity.
- Levels of Brand Hierarchy:
1. Corporate Brand: The top-level brand in the hierarchy is used for
representing the overall company or organization.
- Samsung is the corporate brand in the brand hierarchy.
Samsung is created to help people achieve the impossible.
Samsung defines it selves as Simple, Iconic & Timeless.

2. Endorsed branding: This is a branding approach in which the corporate

brand of a firm is connected with its sub-brands or product lines. This
technique helps the corporate brand to provide credibility, reputation,
and resources to sub-brands, increasing their awareness and customer
trust.
- In the case of Samsung, endorsed branding can be seen with its
sub-brand such as Samsung Galaxy, Samsung QLED, and
Samsung Home Appliances.
- Samsung QLED: Model offers the finest 8K picture quality,
giving you the cinematic experience. Moreover, it is equipped
with the Alexa voice assistant. These TVs are known for their
vibrant color and innovative display technologies.

 Brand Equity Management: It refers to the activities and efforts taken by the company
to build, measure, protect, and enhance the value of its brand. These activities involve
managing various elements that contribute towards the recognition, reputation, and
perception of the brand among the consumer.
- Elements of Brand Equity Management:
1. Maintain Brand Consistency: Samsung's advertising and marketing initiatives are
consistent in terms of brand narrative and visual design. Whether it's through
television commercials, print ads, or digital campaigns, Samsung ensures that its
messaging and creative aspects are consistent with its brand strategy and identity.

2. Enhance Customer Experience: Samsung listen to their consumer through various

channels and they analyze the obtained data to provide the customer with products
of the highest quality. Samsung regards its interaction with their customer as its
highest priority. “Our goal has always been to meet Samsung customers where
they are, and offer services that are most convenient for them” (Messina Director
of Search and Design Strategy at Samsung.)
 3. Brand Extension Opportunities: Samsung has many opportunities for a brand
extension that will help them to have strong brand equity and also a presence in
various industries. According to an article published by Stephen Houraghan, from
1938 to the 90s, Samsung expanded into many categories from Banking to
Insurance and then to technology where it started producing semiconductors and
electronics. With the help of technology, Samsung expanded worldwide, and by
the early 2000s, they launched the Galaxy series into the smartphone market. Now
with more technological advancements, Samsung has to opportunity to expand
itself by introducing more and more home appliances such as dishwashers,
electric ovens, and stoves. Samsung can also introduce health and wellness
devices that are more in trend now.

4. Strategic Partnerships: Samsung has formed strategic partnerships with many

companies to grab a greater presence in the market. Some of the examples are:
- CISCO: Samsung & CISCO partnered together to make future work seamless.
Samsung has optimized their mobile devices with CISCO networks that help them
to define the industry standards. They have tested them for the best experience,
like with the Galaxy S10 with the first WI-FI 6 device,
- Microsoft- Samsung has partnered with Microsoft to increase productivity. This is
done by having pre-installed Microsoft apps such as Word, Excel, and PowerPoint
on Samsung smartphones and tablets. This partnership is also the reason behind
the Windows Virtual Desktop experience on Samsung DeX.

5. Monitor & Adapt: Some of the ways through which Samsung continuously adapts
in the continuously changing and competitive market are:
- Market Research: The company invests heavily in market research so they
can get more data regarding consumer preferences, their demands, and the
latest trends. They conduct customer surveys and also analyze the market
data to understand their consumer needs and preferences.
- Competitor Analysis: In the market place it is important to have an update
on the competitor. Samsung conducts a SWOT analysis of its competitors;
they monitor their actions and also identifies the areas through which it
can differentiate itself from the competitors based on its product offerings.
Samsung can expand and grow more in terms of product expansion, market share, and brand
awareness. They can also strengthen their brand equity by effectively implementing the brand
portfolio strategy.

 Brand Management: It is a marketing function that uses different ways to raise the
perceived value of the product line and the brand over time. Brand management is often
concerned with increasing a product's brand awareness, brand equity, and brand loyalty.
 - Brand Collaboration: This occurs when two or more firms join hands to create a
product or service that satisfies both companies' consumer groups. The
partnership is meant to be mutually beneficial, with both firms benefiting from
increased sales or engagement rates. Businesses will search for brand
collaborations by looking at other brands that are complimentary or overlap in
non-competitive ways.
- Benefits of Brand Collaboration: With the help of brand collaboration, you can
grow your business on a larger scale. It may help you by:
1. New Consumer Segments: When you want to target a new market,
area, or demographic, you can partner with another business that
has its established consumer base. This will bring you newer
potential customers that you might not be able to attract before.
2. Create an impact. Brand partnerships may be an effective way to
generate interest in your company. Scarcity marketing is the
practice of co-creating products or services that are represented as
one-of-a-kind, exclusives, or limited editions to increase demand
and sales.
3. Advantage: When your company creates complicated, user-
friendly technology goods but has challenges with creativity,
collaborating with a non-technical brand recognized for its
creativity might be a smart approach to mutually benefit from
each other's strengths.

 Domestic Level: It refers to when brands collaborate within the same country or market.
These collaborations seek to capitalize on the strengths and resources of several brands to
generate mutual advantages and increase brand value. Examples:
1. Co-Branding: It occurs when two or more brands come together to create a new
product or service. It can be an effective way to create brand awareness and break
down into new markets. For example: Betty Crocker and Hershey’s: Both
businesses belong to the same category which is deserts. This collaboration in the
confectionery business is a fantastic match for customers. They've collaborated on
hit goods including "Betty Crocker's Hershey's Triple Layer Chocolate Cake
Mix."

2. Cross-Promotions: Often brands collaborate with the help of cross-promotion

where they advertise each other products or services. Because it provides social
evidence, cross-promotion is more powerful than traditional marketing. Both
businesses vouch for one another. Cross-promoted audiences transfer their brand
loyalty from one to the other. Of course, there are possible hazards. Companies
that do not properly select their partners risk damaging their brand, as high-end
fashion shop Neiman Marcus discovered when it collaborated with Target. Target
was criticized for having excessive costs, while Neiman Marcus was accused of
having bad quality.
 3. Sponsorship: Brands can collaborate by sponsoring events, sports teams, or
charitable organizations. This collaboration helps them to reach a larger audience
and enhance the brand image. Example: Coca-Cola remains a sponsor of the
Olympic Games since 1928. Yet, its most recent successful partnership was on the
#ThatsGold campaign during the 2016 Olympic Games in Rio de Janeiro.
The #ThatsGold campaign was a year-long multi-platform social media
promotion aimed at young people aged 13 to 20.

 International Level: It involves partnership and collaboration between brands from

different countries and regions to expand the global presence of the business and leverage
the business strengths.
1. Cross-Border Marketing: Brands work with foreign influencers, celebrities, or
media platforms to produce marketing campaigns that connect with the target
audience in several locations. This partnership assists businesses in adapting their
language, creative assets, and methods of interaction to regional customs and
markets. Example: Coca-Cola makes significant investments in community
activities and local causes.
Coca-Cola installed 650 water taps in rural Beni Suef, Egypt, and it also
sponsored Ramadan meals for youngsters around the Middle East. In India, the
corporation started the Support My School project, which aims to enhance school
amenities.
Coca-Cola ties its brand with community, good times, and pleasure across its
marketing efforts.
2. Global Supply Chain Partnerships: To guarantee effective and sustainable supply
chain operations, brands interact on a worldwide scale with suppliers,
manufacturers, and logistics providers. This partnership enables businesses to
maintain quality standards and efficiently respond to market needs. Example: The
collaboration between Coca-Cola and McDonald's is perhaps the most successful
supply chain partnership of all time. While Coca-Cola is the top supplier to
McDonald's, McDonald's is the largest restaurant client of Coca-Cola. The pair
has a unique partnership that began in 1955.

 Brand Leveraging: Using an existing brand name to generate support and recognition
while entering a new but related product area is known as brand leveraging. Only when
you enter a related product category can you use the brand to your advantage.
- Techniques of Brand Extensions:
1. Product Extension: Product extension happens when a company introduces new
items that are distinct from what they already offer. The secondary item is
frequently one that compliments the first, sometimes known as a companion
product.
 Example: Gillette used to make genuine razor blades for shaving before expanding
their products to include shaving foam. This additional bonus Gillette product has
considerably increased the company's overall brand.
2. Line Extension: Businesses that provide more alternatives for their present product
may provide a line, product form, or extension. They may provide a minor variety
by catering to a certain demographic or giving different-size alternatives.
Example: Coca-Cola's launching of Diet Coke in 1982 was the most well-known
example of a line extension. It was designed to appeal to the rising weight-
conscious and calorie-conscious customers.
3. Customer Franchisee Extension: It arises when a company has a loyal customer
base and can introduce products outside of its existing product category that
targets the same set of consumers. This allows the company to provide a greater
selection of items while still depending on the trust they've established with this
target group. Example: Johnson and Johnson, for example, creates many products
under the same brand name that appeals to the same target audience - newborns.
However, the company needs to consider its long-term brand strategy, its target
audience preferences, and the risk associated with it. The company must continuously
monitor their performance through customer feedback or through key performance
indicators which will help them to continuously improve and extend its brands
globally.
 Brand Value: This is the financial worth of a company. It has an impact on the income of
specific businesses and marketplaces and correlates to customer awareness of a product.
Brand value can be created through various marketing offerings such as a unique identity,
developing a strong with customers, and delivering the values promised by the company.

- Techniques for measuring and managing brand value including their advantages
and disadvantages:

1. Brand equity surveys: This helps organizations measure consumer

perceptions and attitudes about their brands. Brand awareness, brand
association, perceived quality, brand loyalty, and total brand equity are all
measured in these surveys. They give useful information on how the brand is
performing and where it stands in the market.
- Advantages: It helps to provide information related to consumer perception and
their attitude towards the brand. With the help of surveys, it can also reveal the
level of brand awareness among your target groups. These surveys can also be
helpful to make further decisions that will be important to expand the business.
- Disadvantage: Surveys rely on self-reported replies, which might be impacted by
social desire or subjective interpretation. Furthermore, poll findings may not
represent real-time views or the full customer base.
- Example: Amazon, the world's largest e-commerce firm, and conducts brand
equity surveys to assess customer satisfaction, determine brand loyalty, and
suggest areas for development. They use this information to improve the
consumer experience and establish a strong brand reputation.

2. Income-based valuation: This strategy focuses on the revenue generated by

your company. By paying close attention and monitoring the brand's financial
streams, such as income, cash flow, cost reductions, and future revenues.
- Advantage: Income-based valuation is a commonly established and
recognized method for determining the worth of a brand. It is often
used in financial reporting, investment research, and merger and
acquisition activities, which increases the reliability and comparability
of valuation results.
- Disadvantage: It requires more time for implementation and it is more
complex when compared to other approaches. This method typically
relies on historical financial data to project future cash flows. And this
reliance may not be able to catch up with the further changing market
trends. Because as it’s said business environment always keeps
changing. Also, income-based value takes into consideration cash
flows, growth rates, discount rates, and other variables. Any small
changes in these factors could lead to a big impact on the valuation
outcome.
- Example: Coca-Cola uses income-based valuation to measure its brand
value. They consider factors such as future cash flow, growth rates,
and discount rates to assess its brand value. This technique helps to
make informed choices about brand investments, marketing initiatives,
and possible acquisitions. It enables the organization to evaluate the
financial effect of brand-related projects and prioritize resource
allocation based on the brand's predicted value.

3. Net Promoter Score (NPS). NPS is a metric that indicates if your consumers
are willing to make recommendations for your business. To calculate your
NPS, ask consumers if they would suggest your firm to others they know and
have them evaluate it from 0 to 10. This will help you the company to know
how many customers know, trust, and like your brand.
- Advantage: It is a simple method that is used to measure customer
loyalty. These questions could be like, how satisfied you are with the
product on a scale of 1 to 10? It allows you to assess your customers'
loyalty. You can find out how likely your consumers are to recommend
your brand to their friends and family by using a Net Promoter Score.
As a result, NPS is important in building word-of-mouth marketing.
Furthermore, according to the Neilsen survey, 92% of buyers trust
recommendations from friends and family over advertisements.
- Disadvantage: NPS score does not provide detailed information about
your customers. You may only ask one question with an NPS score:
 "What is someone likely to do?" But this information is not enough to
understand why a customer gave you a positive or negative rating. It is
important to not be completely dependent on NPS to measure your
brand value.
- Example: Airbnb, in 2013, organized an NPS program to see how it
adds value to their feedback program and collected 600,000 responses
from those who booked a stay. And according to the report, Two-thirds
of the guest submitted feedback and 300,000 gave a score out of 10.
-
4. Market-based valuation: Using this strategy, you may establish the worth of
your brand based on the market environment. The simplest method is to find
out how much similar firms spend on the market. If you want a clear image of
your brand's value, you may look at other market indicators (for example,
stock performance.)
- Advantage: In one important way, market-based valuation is frequently
better than other valuation methodologies. You utilize publicly
available facts about other firm sales instead of generating
assumptions about future cash flow or other value indicators. If you
are short on time, this information may help you streamline your
business valuation.
- Disadvantage: Market-based valuation implies market efficiency,
which means that stock prices or transaction prices properly reflect a
company's genuine worth. Markets, on the other hand, are not always
entirely efficient, and brand value can be impacted by reasons other
than market transactions.
- Example: Nike is a well-known sportswear company that is publicly
listed on the stock markets. The market value of Nike's brand may be
calculated by looking at its market capitalization, which is the total
value of the company's outstanding stock market shares.
- Nike's stock price and market value are used as measures of the
brand's worth by investors and analysts. Nike's stock price represents
investors' collective view of the company's brand strength, financial
performance, growth prospects, and overall market position.

 All these approaches have their pro and cons and will bring out
different results too. But these approaches will also help the company
obtain the necessary information that will help the brand value to
increase.

Conclusion
 Brand management is an evolving and collaborative approach that requires constant evaluation
and change. Organizations use a variety of ways to build on and grow their brands, as well as
tracking and controlling brand value. Brands may create strong customer connections,
differentiate themselves in the market, and achieve long-term success using effective cooperation
and performance evaluation. Note that effective brand management is a journey that needs an in-
depth understanding of target markets, customer preferences, and regular brand analysis.

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