Brand Management Competitive Market Segments

Discuss about the Brand Management Competitive Market Segments.

Introduction

Branding plays the most crucial role in establishing the pillars of the firm within the competitive market segments. Appointment of the brand manager in an organization helps to evaluate the expansion of the business process with the greater amount of profitability brand management ; latest.    AshrafHoamemade Ice-cream Ltd is one of the most popular ice cream manufacturers as well as frozen yoghurt and was founded in the year 1955. The company becomes popular with its innovative product development strategy offering the wide range and different flavors of ice cream to the customers with the unique name. This particular research paper will help in evaluating the desired facts related to the evaluation of brand management for the firm mentioned.  Moreover, it will help in analyzing the benefits of a brand manager and his responsibilities towards the firm (Fabozzi & Markowitz, 2011).  The differentiation strategy has been regarded as to be the most effective technique as it helps to attract a large number of the customers within the firm.

Main context

In order to develop perfect brand management techniques, it is very important to understand the desired importance of brand management. The brand management helps in developing the effective impression among the customers and moreover, it improves the product sales along with the market share of the firm (Oriard, 2010).  The marketing activities, promotional campaigns, and the advertising activities help to increase the selling of the products and develop the desired reputation of the brand concerned. Therefore, the role and responsibilities of the brand manager can be easily identified, as it requires the creation of the brand value in front of the respective customers.

The brand manager executes a lot of responsibilities to increase the selling of the products effectively throughout the competitive market segments. The manager should have the following responsibilities such as monitoring, measuring, and development of the brand's strength, development of the plan for the brand, monitoring of the progress, being responsible, managing the brand architecture, brand messaging, anticipating and accommodating the newest identify as per the requirement of the brand and many others. Therefore, Ahmed the brand manager should have these skills and capabilities in order to enhance the performance of the firm as this is crucial in the development of the brand image of the organization (Pettinger, Nelson, & Economy, 2011).  It is very important for Ahmed to understand the requirements of the clients as this is regarded to be crucial in increasing the satisfaction level of the customers. The brand management key components are the identification of the needs of the clients, recognizing the needs that can motivate the respective clients, selection of the brand position, effective product naming, and product development, use of best tagline and many others.  The naming of the product should as per its previous products as they create a bit of amusement.  First, the development of the strategies should be very effective from the brand manager along with the management team as this helps in attracting the clients towards the firm. Next, the focus should be on improving the quality of the ice-creams in order to enhance the performance which will subsequently increase the selling of those ice-creams within the target market.   One of the most crucial responsibilities of the Brand Manager that is Ahmed for the firm is to the development of the new product and the flavor naming procedure.  

It is crucial to understand the desired change throughout the competitive market segments as per the changing trends. This recognition of the change helps in the development of the product with great ease and it attracts a large number of customers towards the firm. The responsibility of the brand manager as listed above is to develop the brand management plan effectively in order to generate great impact on the clients. The next is to increase the brand awareness through different means as this will help in recognition of the brand in front of the customers concerned.  There needs to be a team of professionals from the brand management team as this will help in the identification of the appropriate requires for the development of the brand according to the market research (Zhang & Zhang, 2011).  The development of the quality along with the effective pricing strategies is of immense importance as this helps in generating the desired impact on the clients regarding the product and the services offered by the firm. Maintaining the consistency of the brand plays the most crucial role in increasing the market share for the firm (Zhang & Zhang, 2011). The use of the marketing mix is vital as it helps in effective promoting the products offered by the company t the respective clients via other channels. Moreover, the basic steps include the recognition of the needs of the clients and fulfilling them with the best quality of the products along with the lowest price available. There is another crucial point such as managing the brand architecture, which the brand manager needs to understand and execute it effectively.

Conclusion

Brand management has been regarded as the most crucial process for increasing the sales and market share of the concerned firm. This research paper highlighted the facts related to the responsibilities of the brand name towards his firm and its utilization in order to increase the profitability of the corporation. Ahmed has been appointed as the brand manager for AshrafHomemade Ice-cream Ltd and therefore he needs to development the brand management plan and monitor the entire process in order to increase the sales. The paper also reflected the responsibilities for being a brand manager which will facilitate the preferred growth of the firm on a larger platform across the concerned marketplace.  Marketing mix also helps in promotion of the products across different market segments and the name should create amusement feel in customers.

References

Dinnie, K. (2007). The brand innovation manifesto. J Brand Manag, 14(6), 472-473. http://dx.doi.org/10.1057/palgrave.bm.2550085

Fabozzi, F. & Markowitz, H. (2011). The theory and practice of investment management. Hoboken, N.J.: John Wiley & Sons.

Keller, K. (2008). Strategic brand management. Upper Saddle River, NJ: Pearson/Prentice Hall.

Oriard, M. (2010). Brand NFL. Chapel Hill: University of North Carolina Press.

Pettinger, R., Nelson, B., & Economy, P. (2011). Management for dummies. Chichester: Wiley.

Zhang, L. & Zhang, C. (2011). Engineering education and management. Berlin: Springer-Verlag Berlin Heidelberg.