BRAND

MANAGEMENT
Cont
ent
s
BRANDMANAGEMENT 1
I
ntr
oduct
ion 2
LO1Demonst
rat
eaconsi
der
ateofhowabr
andi
sconst
ruct
edandkeptupov
ert
ime 3
LO2Determi
nehowbrandsarepr
epar
edi
npor
tfol
i
os;
howt
hechai
nsofcommandar
e
const
ruct
edandsuper
vised. 6
LO3Ev
aluat
ehowbr
andsar
elev
eraged/
ext
ended 8
LO4Det
ermi
net
echni
quesf
orcal
cul
ati
ngandmanagi
ngbr
andwor
thov
ert
ime 10
Concl
usi
on 12
I
ntr
oduct
ion
Br
andi
ngal
l
udest
othepat
hanor
gani
zat
ionmakename,sy
mbol
s,i
magesand
st
ruct
ure oft
he i
tems f
orpr
omot
ing i
ttot
he par
ti
cul
art
argetcl
i
ent
s.The
si
gni
fi
canceofgoodmar
kingi
stobui
l
dthepr
oductsel
ect
iveandt
osepar
atet
he
i
tem f
rom t
her
esul
tsofdi
ff
erentor
gani
zat
ions.Adecentmar
kingencour
agesan
associ
ati
ont
oconnectwi
tht
hef
ocusedcl
i
ent
sandpr
oduceconsci
ousnessoft
he
br
andnamei
nthemar
ket
.Int
hef
oll
owi
ngr
epor
t,t
hesi
gni
fi
canceofbr
andi
ngasa
means ofmar
ket
ing t
echni
que i
srev
iewed t
o compr
ehend t
he pr
ogr
ess ofa
company
,di
sti
nctmodel
sar
eappl
i
edt
ounder
standt
hesi
gni
fi
canceofbr
andi
ng.
(
Vel
out
sou,
andGuzman,2017)

Backgr
oundofCaf
feNer
o

Caf
feNer
o,anI
tal
i
anf
ashi
oncof
feehousebr
and,wasest
abl
i
shedi
nthey
ear1997
i
nLondonbyGer
ryFor
d.Asofnowt
heor
gani
zat
ionr
unsi
nexcessof1000caf
ési
n
el
evennat
ions.I
nthey
ear2009Caf
fèNer
opur
chasedandst
art
edi
tsper
sonal
espr
essor
oast
ery
,whi
chsuppl
i
est
heespr
essot
oal
lit
scaf
ésar
oundt
hewor
ld.I
t
hasanempl
oyeebaseofar
ound5000.I
tmaj
orl
ydeal
sinpr
oduct
ssuchasespr
esso,
sav
our
yaswel
lassweetpr
oduct
s.

LO1Demonst
rat
eaconsi
der
ateofhow abr
andi
sconst
ruct
edandkeptupov
er
t
ime
Thesi
gni
fi
canceofbr
andi
ngasamar
ket
ingt
echni
queandhowi
trai
secompany
val
ue.

ForCaf
feNer
othesi
gni
fi
canceofbr
andi
ngwi
l
lassi nr
sti ei
nfor
cingt
hebr
and
consci
ousness t
hat wi
l
lbui
l
t a st
atus f
or t
he cl
i
ent
s and ef
for
tl
essl
y be
acknowl
edgedandseeni
ncont
rastwi
tht
heot
herCof
feebr
ands.Br
andi
ngwi
l
lhel
p
Caf
feNer
oinbui
l
dingt
rustamongcl
i
ent
ssi
ncet
heybyandl
argedon'
tbur
nthr
ough
t
hei
rti
meandcashi
nsomequest
ionabl
ebr
ands.Caf
feNer
ooper
ateswi
tht
he
pr
imar
ypur
poseofbui
l
dingt
rustamongi
tscl
i
ent
ssot
hati
tcanpi
ckupt
hecer
tai
nty
ofbot
hthepr
esentandt
hepot
ent
ialcl
i
ent
s.Thei
nst
rumentofut
il
izi
ngpower
ful
publ
i
cizi
ng i
san unav
oidabl
epi
eceofbr
andi
ng.Thepr
omot
ionalt
oolhel
psi
n
pr
omot
ingt
heCaf
feNer
oev
ery
wher
ethr
oughoutt
hewor
ld.(
Atwal
,andWi
l
li
ams,
2017)Publ
i
cizi
ngi
sdonesot
hatt
hecl
i
ent
sar
econt
inuousl
yremi
ndedandt
hei
tem
cangett
othef
ocusedcl
i
ent
s.Caf
feNer
oshoul
dat
t okeepupt
emptt hei
rnot
ori
ety
wi
tht
hegoalt
hati
tcanext
endi
tsoper
ati
onsandt
hebr
andi
ngwi
l
lai
dinr
eachi
ng
t
hel
i
kel
ycl
i
ent
s.TheCaf
feNer
oshoul
dpoi
nti
npul
l
ingi
nnew cl
i
ent
sandconv
ert
t
hem i
ntot
hei
rexpect
edandi
mpor
tantcl
i
ent
s.Appr
opr
iat
ebr
andi
ngbenef
it
sin
const
ruct
ingasol
i
dcl
i
entbasef
ort
hecompanyCaf
feNer
o.

Thekeypar
tsofanef
fect
ivebr
andt
echni
quef
orbui
l
dingandov
erseei
ngbr
andv
alue.

Br
andv
aluei
skeptupbyassoci
ati
ont
ogetabenef
itf
rom t
hecommodi
tywi
tha
namet
hati
swel
l
-knownami
dconsumer
sthant
heconv
ent
ionali
tems.Caf
feNer
o
oughtt
o make br
and v
alue mor
e gr
ounded t
han ot
her
sin or
dert
o make i
t
r
ecogni
zabl
e,l
i
fe-
changi
ngandbet
teri
nnat
ureofi
tsi
tems.Thekeypar
tsofa
f
rui
tf
ulbr
andmet
hodol
ogyt
oassembl
eandkeepupt
hebr
andv
aluear
etal
ked
aboutunder
neat
h:

 Thepr
imar
yst
rat
egybei
ngi
nor
dert
ofl
our
ishi
ngl
yconst
ructandkeepupt
he
br
andval
ue,Caf
feNer
ooughtt
odev
elopbr
andguar
ant
eewhi
chgoesabout
asar
ulef
ort
heconsumer
stoex
pectpr
iort
othei
rpur
chaseoft
hepr
oduct
s
ofCaf
feNer
o.(
Lee,
O'Cass,
andSok,
2017)

 Thenextst
rat
egyi
stocont
actt
hei
ntendedconsumer
s;t
heshowcasi
ngof
t
hei
tem i
sexecut
edbymeansofi
nvent
ivebr
andi
ngpr
act
icest
oconnectwi
th
t
hei
ntendedconsumer
s.

 Thet
hir
dfact
orf
oref
fect
ivel
i
neofat
t sbr
acki andper
cept
ion;Caf
feNer
o
oughtt
okeepupt
hei
racumenwi
tht
hegoalt
hatt
hecl
i
entcanwi
thoutmuch
ofast
ret
chi
dent
if
ywi
thi
t.Thei
mageoft
hebr
andoughtt
obeant
ici
pat
ed
pl
ainl
ysot
heconsumer
scancompr
ehendwhatt
heassoci
ati
oni
sfur
nishi
ng
si
mil
arl
yaswi
tht
headj
ust
ment
sint
hei
temsofCaf
feNer
ocanwi
thoutmuch
ofast
ret
chl
oset
hei
rcl
i
ent
s.

 Thel
astel
ementofef
fect
ivebr
andi
ngt
echni sbr
quei andposi
ti
oni
ng;
thi
swi
l
l
assi
sti
nget
ti
ngaknowl
edgeoft
hebr
and’
ssi
tuat
ioni
nbot
hthenear
byand
t
hewor
ldwi
demar
ket
s.Br
andposi
ti
oni
ngofCaf
feNer
oai
msatbr
idgi
ngt
he
gapst
ocat
chasol
i
dcl
i
entbase.
 Fi
gur
e1Ef
fect
ivebr
andt
echni
ques

Br
andsar
ekeptupef
fect
ivel
yov
ert
imet
hroughappl
i
cat
ionofsui
tabl
etheor
ies,
met
hodol
ogyandi
deas
ForCaf
feNer
o,t
hebr
andi
ngmet
hodol
ogyt
hathasbeensel
ect
edt
ocompr
ehendt
he
si
gni
fi
canceofbr
andi
ng.Var
iousst
agesoft
hisbr
andi
ngmodelar
etal
kedabout
under
neat
h:(
Lei
j
erhol
t,
,Chapl
eo,
andO’
Sul
l
ivan,2019)

i
. Br
andi
ngt
heor
y:v
ari
ousbr
andi
ngt
heor
iest
hatcanpr
ovet
obeofgr
eatuset
o
Caf
fe Ner
o ar
e:Funct
ional
i
sm-i
twi
l
lassi
sti
n keepi
ng t
oget
heral
lit
s
consumer
sfr
om di
sti
ngui
shed soci
etalbackgr
ound and r
egi
ons;Conf
li
ct
t
heor
y:i
twi
l
lai
dCaf
feNer
otocompr
ehendt
hebat
tl
ebet
weent
henumer
ous
i
ndi
vi
dualgr
oups;Sy
mbol
i
cint
eract
ioni
sm:i
twi
l
lassi
stt
oreconci
l
ebet
ween
t
hef
undament
alsel
fandt
hepubl
i
clyf
ormedsel
ftopr
ovi
desi
gni
fi
cancet
o
t
hebr
and.(
DuPr
eez,
andAbr
att
,2017)

i
i
. Br
andi
ngNot
ions:i
tgi
vesanov
eral
lideaandat
heor
eti
calsi
gni
fi
cancet
othe
br
and f
unct
ions as i
ts pr
operf
undament
alnat
ure and char
act
erwhi
ch
pr
ovi
desr
egul
ari
tyt
othebr
andaswel
lasmi
nist
eri
nganext
raor
dinar
yst
atus
i
nthemar
ket
,mor
eov
er,
int
heconsci
ousnessoft
hecl
i
ent
sofCaf
feNer
o.

Appl
i
cat
ionofsui
tabl
eandcer
ti
fi
edi
nst
anceswi
thi
nanor
gani
zat
ional
frameofr
efer
ence.

Caf
fe Ner
o ut
il
izes ef
fect
ive br
andi
ng t
act
ics f
or const
ruct
ing and
admi
nist
eri
ng t
he br
and v
alue.The companymakesuse ofan under
standabl
e
expl
anat
ionoft
heconst
it
uent
sandmet
hodofpr
oduci
ngt
hecof
feesot
hati
tcan
st
ret
choutt
othef
ocusedcl
i
ent
s.Caf
feNer
orev
eal
i
ngt
heconst
it
uent
sofi
ts
pr
oduct
spr
ovi
desani
nst
ruct
iont
othei
rcl
i
ent
s.Thecompanymakeuseoft
he
st
rat
egybr
andper
cept
ionwi
tht
hehel
poft
hei
rsuper
iorqual
i
tymai
ntenancesi
nce
y
ear
s.Thepr
iceoft
hepr
oduct
sisnotchangedr
epeat
edl
ysot
hatCaf
feNer
ocan
keepupwi
tht
heemot
ionsofi
tscl
i
ent
s.Thenew t
act
ict
hatt
heor
gani
zat
ioncan
maket
hemostofi
stocont
actt
hei
rfocusedaudi
encewi
tht
hehel
pofdi
ff
erent
onl
i
nest
ages.Caf
feNer
ooughtt
obr
ingt
othesur
facef
reshpr
oduct
sthatwi
l
lfocus
ont
hecl
i
ent
sforsummer
s.(
King,
2017)Thi
swi
l
lpr
ovi
demor
eal
ter
nat
ivest
othem.
I
tcanev
engof
orst
orepr
omot
ionsbyof
fer
ingt
oit
scl
i
ent
sdi
scountof
fer
sor
gi
veawayt
othef
ait
hfulandpr
evi
ouscl
i
ent
s.Theycanev
encont
actt
hei
rcl
i
ent
sby
dev
elopi
ngper
sonalmobi
l
eapp;t
hiswi
l
lal
l
ow cust
omer
stopl
aceor
der
swi
thout
t
hehassl
eofl
eav
ingt
hei
rhomes.Thecompanycanev
engener
ateaphy
sical
l
y
power
fulexi
stencebymeansofpr
oduci
ngconsci
ousnessamongi
tscust
omer
s
t
hroughemot
ionalmessagesonadv
ert
isement
s.Theyal
soempl
oyCSRact
ivi
ti
est
o
associ
atewi
thdi
ff
erentcof
feegr
owi
ngcommuni
ti
esacr
osst
hegl
obe.

Model
:Aakerbr
andequi
ty

I
tcanbeut
il
izedbyCaf
feNer
o;her
eini
ti
all
ybr
andi
sident
if
iedasapr
oductwhi
ch
compr
isesofi
temsscope,
itsat
tri
but
es,
itsv
alue,
itsusesanduser
s.

 St
ep1:Caf
feNer
oneedst
oident
if
iesal
loft
hesef
eat
uresr
elat
edt
oit
s
pr
oduct
s;

 St
ep2:nextact
ioni
sbr
andbei
ngi
dent
if
iedasanor
gani
zat
ionwhi
chi
ncl
udes
hi
erar
chi
calt
rai
ts,near
by oper
ati
ons i
n compar
ison t
othe wor
ldwi
de
oper
ati
ons;

 St
ep 3:nexta br
and i
sident
if
ied asan i
ndi
vi
dualwhi
ch i
nvol
vesbr
and
char
act
eraswel
lasconsumerbr
andconnect
ions

 St
ep4:t
hel
astact
ioni
sabr
andbei
ngi
dent
if
iedasasy
mbolori
mager
y
whi
chi
ncl
udessoundandv
isualsy
mbol
s,f
igur
ati
vei
magesandt
hel
egacyof
t
hebr
and.Thesewi
l
lai
dCaf
feNer
oincr
eat
ingapower
fuli
mpactont
he
 psy
cheoft
hecl
i
ent
s.

Aakerhasdi
scov
eredf
ivekeyel
ement
sthatmakeabr
andst
rongandt
hosear
e:

 BrandLoy alty
Cli
entswhoar eloyalt
owardsabr andr emainswiththebrandforther
estof
thei
rli
vesf ortheyhavecompl etefait
hintheservices/
productsal
ongwith
thequali
tyt heyproposet
ot heircli
ents.Also,
theyarethefir
stonestotr
ya
newpr oductwheni ntr
oducedbyt hebr and.Theyaretheoneswhohel pi
n
attr
acti
ngnewconsumer sbypr omotingthebrand.

 BrandAwar eness
Thisr efer
st othedegr eet owhi chacl ientwi llrecognizey ourbr andf r
om the
otherbr ands.Themai nintentioni s,thatsomedayeachandev eryper son
belongingt othet argetaudi ence, whenev erseesev enthemi niaturedisplay
ofy ourbrandsayl ogo, color,
picture,wi llthenandt hereber emindedofy our
brand.
 Percei v
edbr andqual it
y -
Iti
sv erycr ucialtounder standhowabr andi sper ceivedint hemi ndsof
consumer s.Whenev ertheyt hi
nkoft hatbr and,whatdot heyassoci ateitwith?
Sinceconsumer salway slookf orbet terexper i
enceandbr andst hatwi l
lbeup
totheirstandar ds.Somet i
mespr icepl ay sther oleofqual i
tyi ndi
cat or.People
areoft hei deat hathigherpr i
cedpr oduct sar eofhi gherqual i
ty.

 Br
andassociat
ion-
i
tisver
yimport
antthatabr
andcr eatesapositi
veimpactonaconsumer
ot
herwi
sewhywoul dhepurchaseitsproduct
s.Itshoul
drel
atet
oconsumers
i
nter
estsodeeplyt
hatwhenev eracustomerthi
nksofaproduct
,onl
ythat
br
andshoul
dcomet ohi
smi nd.

 Proprietaryassets
Forinst ancepat entr i
ghtsorpropert
yi nt
ell
ectualr
ight
s.Themor et he
mer r
ier.Therefor
e, t
hemor enumberofrightsthatabr
andwil
lcol
lect
,itwil
l
helpinat t
aininggreatercompet
it
iveedge.
 Fi
gur
e2Dav
idAaker
'sBr
andEqui
tyModel

LO2Det
ermi
nehowbr
andsar
epr
epar
edi
npor
tfol
ios;howt
hechai
nsofcommand
ar
econst
ruct
edandsuper
vised.
Var
iousstr
ategi
esofpor
tfol
i
omanagement
,thechai
nofcommandandbr
andv
alue
admini
str
ati
on

Por
tfol
i
omanagemental
l
udest
otaki
ngdeci
sionsr
egar
dingt
hev
ari
ousi
nvest
ment
pol
i
cies as wel
las t
he mi
x and t
hen coor
dinat
ethe i
nvest
menti
n or
dert
o
accompl
i
sht
heobj
ect
ives,di
spensi
ngt
heasset
sandadj
ust
ingt
heuncer
tai
nti
es.
Thev
ari
oust
act
icst
hatCaf
feNer
ocanmaket
hemostoutofpor
tfol
i
omanagement
i
sbyl
ooki
ngont
hei
nvest
ment
scompl
etedf
orbr
andi
ngper
for
manceoft
hei
tems
wi
tht
heai
m ofar
ri
vi
ngatt
hei
rfocusedcl
i
ent
s.(
.Pi
ehl
er,Gr
ace,
andBur
mann,2018)
The pi
oneer
ing i
nvest
mentpol
i
cies wi
l
lassi
stCaf
fe Ner
oini
ntr
oduci
ng new
pr
oduct
stot
hemar
ketaccor
dingt
othet
ast
eandpr
efer
enceoft
hei
rcl
i
ent
s.The
v
ari
oust
act
icsofbr
andchai
nofcommandi
stogener
atet
ranspar
encyamongi
ts
cl
i
ent
sal
ongwi
tht
hei
nter
nalor
gani
zat
ion.Thet
ranspar
encywi
l
lai
dthecompanyt
o
ber
egul
arandper
sist
entt
owar
dsasi
ngl
edi
rect
ioni
nor
dert
oachi
evet
hesetgoal
s.

Thenextt
act
icf
orbr
andv
aluei
stopr
oducecombi
nedef
for
twi
tht
hepur
poseof
bat
tl
ingagai
nstt
heopponent
ssuchasBI
GGBYCOFFEE.Thewor
thoft
hei
tem
oughtt
obeexceedi
ngl
ypr
eser
vedsot
hatt
hei
rcl
i
ent
sdon’
tchanget
othei
rri
val
associ
ati
ons.

Thet
hir
dtact
iccanbel
ever
age;t
hebr
andchai
nofcommandwi
l
lai
dCaf
feNer
oto
best
ruct
uredandconsi
der
edbr
andwhi
chwi
l
lev
ent
ual
l
yfaci
l
itat
eitbr
oadeni
ngi
ts
v
ent
ureacr
osst
hegl
obe.

The v
ari
ous st
rat
egi
es of br
and v
alue or
gani
zat
ion i
ncl
udes ef
fect
ive
communi
cat
ion wi
tht
hei
rcl
i
ent
s so t
hati
tbecomes t
roubl
e-f
ree f
ort
hem t
o
associ
atewi
tht
hei
temsofCaf
feNer
o;consci
ousnessal
lthewayt
hroughnumer
ous
onl
i
neaswel
lasof
fl
inest
agesandcont
entadv
ert
isi
ngwhi
chhel
pthecompanyt
o
cont
actcl
i
ent
satdi
ff
erentpl
aces.(
Beck,
2016)Thei
mageofCaf
feNer
ooughtt
obe
hel
dupandpr
eser
vedt
obenef
itl
oyal
tyf
rom t
hei
rexi
sti
ngcl
i
ent
s.

Cr
uci
alev
aluat
ionoft
hepor
tfol
iomanagement
,br
andhi
erar
chi
es
Por
tfol
iomanagement

Not
ion:t
henot
ionofpor
tfol
i
omanagementai
dsi
ntheassor
tmentoft
hei
nvest
ment
t
echni
quest
hatwi
l
lassi
stCaf
feNer
otoenhancei
tsmar
ket
ingt
act
icswi
tht
hehel
p
ofi
nvest
menti
nbr
andi
ng.

Pr
esumpt
ion:Caf
feNer
ocanut
il
izeei
thert
heconv
ent
ionalort
hecont
empor
ary
met
hod of por
tfol
i
o management
.Whi
l
ethe conv
ent
ionalmet
hod sees t
he
pr
esumpt
ion of Don Jowes,Random Wal
k as wel
las For
mul
atheor
y,t
he
cont
empor
arymet
hodi
ncl
udesHar
ryMar
kowi
tzt
heor
yofpor
tfol
i
omanagement
.
(
Kel
l
er,
andBr
exendor
f,2019)

Model
:thet
heor
ieswi
l
lassi
stCaf
feNer
oinpr
epar
ingandbr
ingi
ngt
hei
temst
oit
s
cl
i
ent
s.

Br
andhi
erar
chi
es

Not
ion:t
hisnot
ioncanbeut
il
izedbyCaf
feNer
otoboosti
tspr
ofi
tshar
easwel
las
br
andv
alueacr
osst
hegl
obe.Thenot
ionofBr
andHi
erar
chyi
sgoi
ngt
opr
ovi
de
assi
stancet
oCaf
feNer
oincur
tai
l
mentoft
act
icswi
tht
hehel
pofexhi
bit
ingt
he
number
sal
ongwi
tht
henat
uregener
alaswel
lasdi
ff
erentt
othecomponent
soft
he
br
andname.
Model
s:Caf
feNer
ocanut
il
izet
hismodelt
ofi
ndsol
uti
onst
otheconcer
nsof
sui
tabl
ebr
andi
ng.Caf
feNer
oini
ti
atedasani
ndi
vi
dualwhoonl
ysol
dsi
ngl
evar
iet
yof
cof
feei
nthenei
ghbour
hood,andt
heni
tex
tendedt
oot
heri
temssuchascooki
es
whi
chst
art
edsel
l
ingundert
hesamebr
andCaf
feNer
oandev
ent
ual
l
ybecamea
busi
nessbr
andaf
terwhi
chv
ari
oussor
tsofcooki
es,
cof
feesal
ongwi
thsnackswer
e
putupi
nthemenu.

Br
andEqui
ty

Not
ion:Caf
feNer
ocanut
il
izet
hisconcepti
nor
dert
oaddv
aluet
oit
sbr
andwi
tht
he
hel
pofpr
oduct
sthatar
eat
tract
iveandappeal
i
ngt
othecl
i
ent
sthant
heusual
pr
oduct
s.(M'
zungu,Mer
ri
lees,
andMi
l
ler
,2019)

Kel
l
erbr
andmodel

i
. Br
andI
dent
it
y-Caf
feNer
ooughtt
omakeal
egi
ti
mat
ebr
andper
sonal
i
tyi
n
or
dert
omakemi
ndf
ulnessamongt
heespr
essodar
li
ngssot
heconsumer
s
canwi
thoutmuchofast
ret
chr
ememberi
t.Caf
feNer
ooughtt
opr
oduce
supr
emequal
i
tyi
temsandof
fer
saswel
lasdi
scount
sinor
dert
orest
ri
ctt
he
deci
sionoft
heconsumer
stot
hespeci
fi
cbr
and.

i
i
. Br
andmeani
ng-Caf
feNer
ooughtt
odef
endi
tsper
for
mancebykeepi
ngup
t
hepr
oductaut
hent
ici
ty,
sty
leandpl
an,
toughness,
successf
uladmi
nist
rat
ion,
cost
.Theal
ter
nat
erout
eforpassi
ngont
hebr
andmeani
ngi
sbymaki
nguse
ofsy
mbol
i
sm;
symbol
i
sm wi
l
lai
dCaf
feNer
otomeett
heneedsanddesi
resof
i
tsconsumer
s.

i
i
i. Br
andr
esponse-Caf
feNer
oisr
equi
redt
ocompr
ehendt
heawar
enessand
emot
ionsofi
tsconsumer
s.The cl
i
ent
’sr
esponse and cr
it
ici
smson t
he
v
ali
dit
y,scr
uti
nyandf
requencyoughtt
obet
akenov
ert
ocompr
ehendt
he
deci
sionandopi
nionsoft
hecl
i
ent
s.(
Bev
erl
and,2018)

i
v. Rel
ati
onshi
p:Br
andr
esonance-i
tisf
urt
herdi
vi
dedi
ntof
ourcl
asses:soci
al
l
oyal
ti
es,at
ti
tudi
nalconnect
ion,and f
eel
i
ng of net
wor
k and dy
nami
c
commi
tmentofCaf
feNer
owi
thi
tscl
i
ent
s.Cost
aCof
feeoughtt
oconnect
wi
thi
tscl
i
ent
sthr
oughonl
i
nest
agest
ogener
atev
igor
ouscommi
tmentofi
ts
cl
i
ent
s.
 Fi
gur
e3:Kel
ler
sbr
andequi
tymodel
ce:Kel
Sour
( l
ersbr
andequi
tymodel
,2020)

LO3Ev
aluat
ehowbr
andsar
elev
eraged/
ext
ended
Thewaybr
andsar
emanagedcol
l
abor
ati
vel
yandi
npar
tner
shi
p

Br
andmanagementi
ncl
udesv
italappr
oachest
oimpr
ovet
hewor
thoft
hepr
oduct
s
wi
tht
ime.Br
andmanagementappr
oachescoul
dbei
mpl
ement
edi
nei
theroft
het
wo
way
s,t
heyar
enat
ional
l
yori
nter
nat
ional
l
y.(
Mel
ewar
,andSki
nner
,2018)Usual
l
y,
nat
ional
l
y managed br
ands ar
eli
nked wi
tht
he i
mpor
tantr
esour
ces wher
eas
i
nter
nat
ional
l
y managed br
ands ar
e l
i
nked wi
th t
he i
nter
nat
ional busi
ness.
Pr
ofessi
onal
sdev
elopt
act
icssoast
ocr
eat
ethebusi
nessf
lour
ishi
ngatawor
ldwi
de
l
evel
.Int
ernat
ionalbr
andsr
equest
sforski
l
ledbr
andexecut
iveswhoar
epr
epar
edt
o
st
ep up and t
ake on t
he dut
iesoft
hei
ror
gani
zat
ion’
svi
ctor
yso ast
o make
pr
esumedbr
andnamef
oror
gani
zat
ionsi
nwhi
cht
heyar
eoccupi
ed.I
tisv
erywel
l
-
knownt
hatCaf
feNer
oisoneoft
hef
inestandt
opmostbr
andsi
nLondon.At
pr
esentt
hecompanyi
soft
het
houghtt
owor
kinpar
tner
shi
pswi
thot
herf
ir
mssoas
t
oimpr
ovet
hei
rvent
urebot
hatnat
ionalaswel
lasi
nter
nat
ionall
evelsi
ncet
he
t
eamwor
koff
ir
msi
sgoi
ngt
opr
ovi
det
hem wi
tht
heoppor
tuni
tyofr
unni
ngt
he
busi
nessef
for
tl
essl
yandef
fi
cient
lyi
nawor
ldf
ull
ofcompet
it
ion.
Thi
sjoi
ntef
for
twi
l
lnotonl
ypr
ovi
dewayt
oexposur
eforbusi
nessbutal
soot
her
sev
eralf
avour
abl
esi
tuat
ionsl
i
kechangei
npoi
ntofv
iewswhi
chwi
l
lev
ent
ual
l
ylead
t
onewmot
ivat
ion,dev
elopt
hev
ent
urei
ntoabi
ggersy
stem andt
her
eon.(
Rahman,
Rodr
íguez
-Ser
rano, and Lambki
n, 2018) Br
and management r
efer
s t
o a
demonst
rat
ionwhi
chi
srel
atedwi
thadj
ust
ingatnei
ghbour
hoodl
evelandasgl
obal
adapt
ati
on.Caf
feNer
oisanaccl
aimedor
gani
zat
ionwhi
chneedt
owor
ktoget
her
wi
thdi
ff
erentor
gani
zat
ionssot
heyhav
evar
iousmet
hodol
ogi
eswhi
chdependson
cer
tai
nst
andar
ds,
forexampl
e,ov
erseei
ngov
eroccasi
onswhi
chgi
vesanaccountof
t
hebusi
nessi
naper
plexi
ngmanner
.Soast
oupgr
adet
hebr
andnot
ori
etyt
he
or
gani
zat
ions wi
l
lexper
ience a f
ew i
ssues.To guar
ant
ee such t
hings t
he
or
gani
zat
ionsshoul
dber
esponsi
ve.Soast
okeepupt
heCompany
'sdev
elopmenti
n
t
hisser
iousbusi
nessi
ndust
ry,t
her
efer
encedor
gani
zat
ionconsi
stent
lyat
temptt
o
abi
debyt
heaccompany
ingsuccessf
ulst
andar
ds,f
orexampl
e,i
nfl
uenceoneofa
ki
ndsel
l
ingsuggest
ionwhi
chi
sknownasUSP.Ther
efer
encedor
gani
zat
ionmakes
useoft
hisUSP f
ort
hei
ror
gani
zat
ion'
sspi
nesoast
opr
omot
eact
ionsoft
he
company
.(Nguy
en,Mel
ewar
,andHemsl
ey-
Brown,2019)Anot
hergui
del
i
nei
sthey
hav
eut
il
izedMar
com t
omov
efor
war
dbr
andmi
ndf
ulness.Subsequentt
ofol
l
owi
ng
USPt
heor
gani
zat
ioncur
rent
lygi
vesi
tsemphasi
soni
tsadv
ancementoft
hebr
and
l
ocal
l
yandatwor
ldwi
del
evel
.Togobehi
ndt
hisgui
del
i
net
heor
gani
zat
ionoughtt
o
knowaboutt
hei
rimagei
dent
it
y.Nexti
stheadv
ancementoft
hebr
andi
nsi
dewhi
ch
speakaboutt
hebr
andconsi
stencyaswel
last
hebr
andr
esour
cemanagement
.
Br
and consi
stencyt
hrowsa hi
gh and a power
fuli
mpacton t
he or
gani
zat
ion'
s
posi
ti
oni
nthet
radei
ndust
ry.Af
terwhi
ch,
theor
gani
zat
ionpur
suet
henextst
andar
d
whi
ch i
srel
ated wi
tht
he publ
i
cinf
luencer
swho getup and go and t
ake t
he
obl
i
gat
ionst
oupgr
adet
heor
gani
zat
ion'
simagenamet
hrought
hei
temsi
nthe
mar
ket
.Last
lyi
trel
i
esupont
heusageoft
hebr
andmanagementpr
ogr
ammi
ng
whi
ch i
sli
nked t
o di
git
alassetmanagement(
DAM)
.Thi
sis usef
ulf
ort
he
or
gani
zat
ion t
otr
easur
ethe i
nfor
mat
ion ofshar
e mar
ket
.Subsequent
ly,t
he
or
gani
zat
ionsf
igur
esoutonhow t
ofunct
ioncooper
ati
vel
yforl
ocalandgl
obal
r
eason.Mai
ntai
ningav
ent
urei
scer
tai
nlynotal
i
ttl
eer
randt
hust
heor
gani
zat
ion'
s
super
visor
ygr
oupoughtt
obegi
ft
edandpr
epar
edt
otaket
heobl
i
gat
ionst
omai
ntai
n
t
hebusi
nesseasi
l
ynoti
nthel
ocal
wayy
eti
naddi
ti
onatawor
ldwi
del
evel
.

t
heut
il
izat
ionofdi
sti
nctmet
hodol
ogi
es
Br
andl
ever
ageal
l
udest
othemet
hodol
ogi
essoast
oimpr
ovet
heor
gani
zat
ion’
s
bel
i
evebr
andi
magebysel
l
ingt
hei
tems.
(Abi
d,Abi
d‐Dupont
,andMoul
i
ns,2020)
Br
and l
ever
age consi
stent
ly need t
oinv
est
igat
ethei
rit
ems t
hatwi
l
lpr
ovi
de
cont
ent
mentt
othedesi
resoft
hei
rcl
i
ent
ssoast
oyi
eldpr
ofi
ts.Br
andl
ever
age
i
ncl
udesnumer
ousst
rat
egi
est
oupl
i
ftt
hebusi
ness.Caf
feNer
oisbel
i
evedasa
Br
it
ish or
gani
zat
iont
hatt
akest
headv
ant
ageofst
rat
egi
cappr
oachesofbr
and
l
ever
agesoast
oinv
est
igat
ethei
rvent
urel
ocal
l
yaswel
laswor
ldwi
de.Themai
n
r
eason f
ort
his br
and i
nfl
uence t
echni
que i
staki
ng t
he i
dent
it
y ofanot
her
or
gani
zat
iont
osel
li
tsowni
temsi
nthemar
ketwhi
cht
huspr
oducesbenef
it
sfort
he
or
gani
zat
ion.Abov
e al
lel
se,t
hey capt
uret
he br
and ext
ensi
on t
echni
que t
hat
i
nvol
vest
hest
rat
egyofut
il
izi
ngt
hebr
andnamet
hati
spr
evi
ousl
ywel
lset
tl
edi
nthe
mar
ketsoast
opr
ovi
decl
assi
fi
cat
ionst
oit
snew pr
oduct
s.Bet
hatasi
tmay
,the
or
gani
zat
ionf
ir
stpost
sthei
tem cl
assi
fi
cat
ionswher
ethei
rit
emssui
tinsoast
o
ut
il
izet
heot
heror
gani
zat
ion'
sbr
andname.

Ansof
fmat
ri
xofcaf
eNer
o

Mar
ketpenet
rat
ion

Mar
ketdev
elopment

Pr
oductdev
elopment

Di
ver
sif
icat
ion
 Fi
gur
e4:Ansof
fMat
ri
x

(
Sour
ce:Under
standi
ngAnsof
fmat
ri
x,2020)

Br
andext
ensi
oni
sfoundi
nthef
oll
owi
ngt
ypes:

Ver
ti
cal
ext
ensi
on

 Upwar
dext
ensi
on

 Downwar
dext
ensi
on

Hor
izont
alext
ensi
on

 Fr
anchi
seex
tensi
on

 Li
neex
tensi
on
 Fi
gur
e5:
TypesofBr
andExt
ensi
on
LO4Det
ermi
net
echni
quesf
orcal
cul
ati
ngandmanagi
ngbr
andwor
thov
ert
ime
Det
ermi
nedif
fer
enttypesofstr
ategi
esf
orcal
cul
ati
ngandmanagi
ngbr
andwor
thusi
ng
par
ti
cul
aror
gani
sati
onalinst
ances.

Caf
feNer
oisanest
abl
i
shedpr
esumedbr
andwhi
chut
il
izesdi
ff
erentst
rat
egi
esf
or
cal
cul
ati
ngandkeepi
ngupt
hebr
andwor
thi
nthemar
ket
.Thi
sinv
olv
essur
vey
ing
at
tri
but
es;br
andv
alue,br
andv
aluat
ion,al
gor
it
hmi
c,ki
ngshi
prel
axat
ional
ongwi
th
netpr
omot
erscor
e.

 Fi
rstcomes sur
vey
ing oft
he at
tri
but
es whi
ch i
s associ
ated wi
tht
he
or
gani
zat
ion’
sfai
thf
ulness,cont
ent
ment
,consci
ousnessandt
her
eont
hatar
e
di
rect
lyl
i
nked t
othe i
ndust
ry. Essent
ial
l
ythi
s met
hod depends on t
he
di
ff
erent
iat
ionaswel
last
hei
nfor
mat
ionsoast
oest
imat
ethei
rbr
andwor
th.

 Nextcomest
hebr
andequi
ty;
thi
sdependsonsomecomponent
s,f
orexampl
e,
ef
fect
ivemar
ketshar
e,t
otalmar
ketshar
eal
ongwi
tht
otalsal
es,
nor
malpr
ice
ofcompar
abl
ecommodi
ti
esi
nthemar
ket
,ent
husi
asm oft
hecl
i
ent
srel
ated
t
othepr
oductaswel
last
hebr
and.Al
lthesecl
assi
fi
cat
ionshav
easi
gni
fi
cant
i
mpactont
hesuper
visor
ymet
hodsoft
heor
gani
zat
ional
brandwor
th.

 Br
and v
aluat
ion i
sli
nked wi
tht
heheal
thyf
inanci
ali
nfor
mat
ion so ast
o
 ev
aluat
ethebr
andv
aluesi
ncet
hisappr
oachai
dsi
nimpr
ovi
ngt
hepowerof
t
hebr
and.

 Al
gor
it
hmi
crel
atest
otheut
il
izat
ionoff
inanci
ali
nfor
mat
ionsoast
ogauge
t
hebr
andi
nthemar
ket
.

 Ki
ngshi
prel
axat
ionai
dsi
nmeasur
ingt
hecur
rentwor
thoft
hecompany
.

 NPSdepi
ctst
hebr
and’
sadv
ant
ageordi
sadv
ant
agesoast
opr
ogr
esst
he
br
andwor
thoft
heent
erpr
iseorassoci
ati
on.

Caf
feNer
ousesal
ltheabov
ement
ionedmet
hodol
ogi
essoast
oencour
ageand
pr
ogr
esst
hei
rbr
andwor
thi
nthei
ndust
rywhi
cht
husmaypr
ovet
obeadv
ant
ageous
f
ort
hecr
eat
ionofbenef
it
sandt
hest
andi
ngoft
hebr
andi
magef
ort
heent
erpr
ise.

Appl
i
cat
ionofmet
hodsf
orcal
cul
ati
ngandmanagi
ngbr
and

Manager
s consi
derbr
and v
alue as a t
oolt
hati
nvol
ves st
rat
egi
es and
met
hodswhi
chbr
ingdi
ff
erentel
ement
s,f
orexampl
e,mar
ketsect
or,br
andi
mage,
cust
omer
s,andt
hef
inanci
ali
nfor
mat
ion.Thi
spr
ovi
descl
ari
tyonwhatst
epsa
companyt
akesoast
oimpr
ovet
hei
rposi
ti
oncan.Thepr
ocessai
dsi
nmaki
ng
deci
sionsr
egar
dingt
heser
vices,
tomakeanychangesi
nthebr
andnameort
owor
k
t
oget
herwi
thot
herset
tl
edbr
andsso ast
o gener
atepr
ofi
ts.Caf
feNer
oisan
accl
aimedbr
andwhodesi
rest
olaunchnew i
temsspeci
fi
cal
l
ygr
eenespr
essoso
t
heymakej
ointef
for
tswi
thot
heror
gani
zat
iont
omakei
tsuccessf
ul.Br
andequi
tyi
s
wel
l
-thought
-outwi
tht
hev
iewst
hatar
eassoci
atedwi
tht
hecl
i
ent
s.Ont
hecont
rar
y
br
andv
aluat
ionov
erseest
hev
iewst
hatar
eassoci
atedwi
tht
heor
gani
zat
ion.Bot
h
t
hement
ioned met
hodsgi
vecl
ari
tyon t
hepoweroft
heor
gani
zat
ion t
hatar
e
wor
kingt
oget
hersoast
oencour
aget
hepr
oduct
.Caf
feNer
ooughtt
oincl
udet
hese
met
hodsi
nthei
ntr
oduct
ionoft
hei
rnewi
temswhi
cht
husbr
ingssuccesst
othem.

Thecompanyal
soi
mpl
ement
sot
herf
ew met
hodol
ogi
est
hati
nvol
vescost
or
ient
edmet
hod,mar
ketor
ient
edmet
hodt
oget
herwi
thf
ormul
arymet
hod.These
met
hodol
ogi
esar
eexecut
edt
otheeconomi
calt
otal
,br
andv
aluet
otalal
ongwi
tht
he
economi
calway
sbyut
il
izi
ngt
hebusi
ness-
rel
atedusagei
nthator
der
.Mor
eov
er,
t
hese met
hodol
ogi
es ar
efur
ther cl
assi
fi
ed f
or i
nst
ance,cost based means
compr
ises of coupl
e of sub-
cat
egor
ies whi
ch ar
e,accumul
ati
ve cost wi
th
r
epl
acementcost
.Secondl
y,t
he mar
ketor
ient
ed means i
s sub-
cat
egor
ised as
compar
abl
etechni
queandr
esi
dualt
echni
que.For
mul
arymet
hodi
ssub-
cat
egor
ised
i
ntodi
ff
erentmet
hodsf
ori
nst
ance,I
nter
brand’
stechni
que,f
inancet
echni
que,br
and
f
inancel
i
mit
ed.Onav
erageal
lthement
ionedmet
hodsar
efunct
ionedbyCaf
feNer
o
soast
oint
roducet
hei
rnewi
tem out
side.

Sur
vey
s

Sear
ch

engi
nes

Measur
ementofcost
umer

at
ti
tudes

Concl
usi
on
Caf
feNer
oCompany
,adi
sti
ngui
shedbr
andl
ocat
edi
nUK,
alr
eadyhasabr
andwor
th
i
nthemar
ketanddesi
rest
odi
scov
ert
hei
rwor
thbymeansofnew i
ntr
oduct
ionof
pr
oduct
sint
hemar
ket
.Toachi
evet
hist
heyai
mtoexecut
edi
ff
erentpr
omot
ional
t
echni
quessoast
ogener
atebenef
it
sfort
heent
erpr
ise.Theyar
eai
mingt
owor
kin
col
l
abor
ati
on wi
th ot
hercompani
es and f
ort
hist
hey hav
e adopt
ed di
ff
erent
t
echni
quest
omaket
hisj
ointef
for
tsuccessf
ul.Theyhav
eexecut
eddi
ff
erentbr
and
equi
typr
omot
ionalappr
oachesandmet
hodol
ogi
esso ast
o spr
eadt
hei
rbr
and
i
dent
it
ynat
ional
l
yandi
nter
nat
ional
l
y.
Ref
erences
Abi
d,T.
,Abi
d‐Dupont
,M.
A.and Moul
i
ns,J.
L.,2020.Whatcor
por
ate soci
al
r
esponsi
bil
i
tybr
ingst
o br
and management
?Thet
wo pat
hway
sfr
om soci
al
r
esponsi
bil
i
tyt
o br
and commi
tment
.Cor
  por
ate Soci
al Responsi
bil
i
ty and
Env
ironment
alManagement
,27(
  2),
pp.
925-
936.

At
wal
,G.and Wi
l
li
ams,A.
,2017.Luxur
y br
and mar
ket
ing–t
he exper
ience i
s
ev
ery
thi
ng!
.I Adv
n  ances i
nluxur
y br
and management
 (
pp.43-
57)
.Pal
grav
e
Macmi
l
lan,
Cham.

Beck,S.
,2016.Br
and managementr
esear
ch i
nfami
l
yfi
rms.
 Jour
nalofFami
l
y
Busi
nessManagement
.

Bev
erl
and,
M.,
2018.
 Br
andmanagement
:Co-
creat
ingmeani
ngf
ulbr
ands.Sage.

DuPr
eez,R.
,Bendi
xen,M.andAbr
att
,R.
,2017.Thebehav
ior
alconsequencesof
i
nter
nalbr
andmanagementamongf
ront
li
neempl
oyees.
 Jour
nalofPr
oduct&
Br
andManagement
.

Kel
l
er-
,K.
L.and Br
exendor
f,T.
O.,2019.St
rat
egi
c Br
and ManagementPr
ocess.
I
n HandbuchMar
kenf
ühr
ung 
(pp.155-
175)
.Spr
ingerGabl
er,
Wiesbaden.

Ki
ng,C.
,2017.Br
and management
–st
andi
ng outf
rom t
he cr
owd.
 I
nter
nat
ional
Jour
nalofCont
empor
aryHospi
tal
i
tyManagement
.

Lee,W.
J.J.
,O'
Cass,A.andSok,P.
,2017.Unpacki
ngbr
andmanagementsuper
ior
it
y:
Exami
ningt
hei
nter
playofbr
andmanagementcapabi
l
ity
,br
andor
ient
ati
onand
f
ormal
i
sat
ion.

Lei
j
erhol
t,U.
,Chapl
eo,C.and O’
Sul
l
ivan,H.
,2019.A br
and wi
thi
n abr
and:an
i
ntegr
atedunder
standi
ngofi
nter
nalbr
andmanagementandbr
andar
chi
tect
ure
i
nthepubl
i
csect
or.
 Jour
nalofBr
andManagement
,26(
  3),
pp.
277-
290.

Mel
ewar
,T.
C.andSki
nner
,H.
,2018.Ter
ri
tor
ial
brandmanagement
:Beer
,aut
hent
ici
ty,
andsenseofpl
ace.
 Jour
nalofBusi
nessResear
ch.

M'
zungu,
S.,
Mer
ri
lees,
B.andMi
l
ler
,D.
,2019.St
rat
egi
candoper
ati
onalper
spect
ives
of SME br
and management
:A t
ypol
ogy
.Jour
  nal of Smal
l Busi
ness
Management
,57(
  3),
pp.
943-
965.
Nguy
en,B.
,Mel
ewar
,T.
C.and Hemsl
ey-
Brown,J.eds.
,2019.
 St
rat
egi
c br
and
managementi
nhi
ghereducat
ion.Rout
ledge.

Pi
ehl
er,R.
,Gr
ace,D.and Bur
mann,C.
,2018.I
nter
nalbr
and management
:
i
ntr
oduct
iont
othespeci
ali
ssueanddi
rect
ionsf
orf
utur
eresear
ch.

Rahman,M.
,Rodr
íguez-
Ser
rano,M.
Á.andLambki
n,M.
,2018.Br
andmanagement
ef
fi
ciencyandf
ir
mval
ue:Ani
ntegr
atedr
esour
cebasedandsi
gnal
l
ingt
heor
y
per
spect
ive.
 I
ndust
ri
alMar
ket
ingManagement
,72,
  pp.
112-
126.

Vel
out
sou,C.andGuzman,F.
,2017.Theev
olut
ionofbr
andmanagementt
hinki
ng
ov
ert
he l
ast25 y
ear
s as r
ecor
ded i
nthe Jour
nalofPr
oductand Br
and
Management
.Jour
  nalofPr
oduct&Br
andManagement
.

Kel
l
ersbr
andequi
tymodel
,2020.
,Onl
i
neaccess<ht
tps:
//www.
qual
tr
ics.
com/
exper
ience
-
management
/br
and/
kel
l
er-
vs-
aaker
/>

Under
standi
ng Ansof
f mat
ri
x, 2020 Onl
i
ne access
ht
tps:
//askwi
l
lonl
i
ne.
com/
2012/
01/
under
standi
ng-
ansof
f-
mat
ri
x.ht
ml>