Brand Management by Costa Coffee

INTRODUCTION

Brand management is being considered as a process that helps in maintaining and developing a positive name of the company in all over the world. In the business market, a brand can be developed through creating promises with customers regarding offered products and services with meeting all the requirements with standardisation (Arai, Ko and Ross, 2014). It has been analysed that branding can improve customer loyalty with a firm's products and services. In the present report, an advertising company has been chosen to complete the first task i.e. Optimum Impression Ltd. This section will be enclosed with an article that will include CBBE Model and so on. Apart from this, for the rest of the tasks, a well-known company has been taken i.e. Costa Coffee which is a British multinational coffee house founded in 1971 by Bruno Costa and Sergio Costa. This section will show brand portfolio, extension and leverage. Lastly, the assignment will focus on managing the overall brand value of the company.