Different methods to extend and leverage brand

This assignment discusses the different methods used to extend and leverage brands in the business world. It explores brand extension, vertical extension, and line extension techniques. Additionally, it examines how Dyson effectively manages partnerships and collaborations at both global and domestic levels.

ASSINGMENT

Table of Contents
INTRODUCTION...........................................................................................................................2
QUESTIONS...................................................................................................................................2
Different methods used to extend and leverage brand.................................................................2
Firm managed in partnership and collaboratively both at global & domestic level....................3
CONCLUSION................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Due to competitive environment in business world every company attempt to leverage
their brand, which is really very important for them. Dyson Ltd also want do the same which
direct affect on its business growth. The current assignment is based on above organization,
which falls under list of leading technological companies in UK. This study will explain varied
techniques utilized to leverage & extent brands. Furthermore, it will also justify ways used to
managed partnership and collaboratively at global & domestic level.
QUESTIONS
Different methods used to extend and leverage brand
In order to create strong brand image in market place, organizations can used several
techniques available in the world of business.
Brand extension-
It is utilize of a well established brand name in new item categories, category to which an
company is being extended can be unrelated or connected to current product or service categories
(Ahn, Park and Hyun, 2018). It is one of the best and most effective techniques any brand can
utilize to extent their image and spread all over the world. In unrealistic market this process may
outcome in profit of credibility when a brand name is not extended too far. With this technique
brands get a lot of benefits and it makes things easy for them or allows leveraging brand in
systematic manner. It helps to reduce risk and is cost effectively more than other launch tactics.
It is kind of marketing strategy in which a company marketing their specific product with well
created image utilize same brand name in varied goods category.
Vertical extension-
Another technique companies can use to extend and leverage brands is vertical brand
extension (Artés, Wadel and Martí, 2017). It includes introduction of service or item in same
goods category as core brand, but at different quality level as well as price point, which help to
gain attention of consumers rather than before. Firms can engage in brand stretching because of

varied reasons such as due to existing market saturated, intense competition level and emerging
opportunities in popular or premium segments of market. It is one of the most attractive tactics
for brands which help to increase revenue and profitability, since step up or down extensions
allow them to target new consumers based on strength of a well developed brand name.
Line extension-
This technique can be utilized by organizations or brands to reach out to new consumers
segments who seek new advantages, hitherto not being provided by firms in category (Boisvert
and Ashill, 2018). It leads to managerial concentration on minor chances, marketing and
packaging modifications more than on actual innovations. It can be used by brands when they
wants to introduces or promote additional things in same item category under same brand name
such as forms, package sizes, colours, new flavours and added ingredients. It is as opposed to
brand extension technique which is a new good in a totally different product kind. It considered
as an approach to manufacturing new items for existing consumers.
Firm managed in partnership and collaboratively both at global & domestic level
It can be said that Dyson brand effectively managed collaboratively and in partnership at
international and domestic level by making partnership and collaborative agreements.
Collaboration is procedure of two or more companies working together over a individual act to
achieve a common aim. With the method or process company can build excellent quality
products, gain attention of more people at international level and deliver better services to them
which in return increase their sales rather than competitors. With this agreement they can sell out
their products in another nation or in same market with well established brand who have strong
consumers base. Partnership and collaborative agreements with different global brand can aid in
establishment as well as building image of Dyson in global market.
It is one of the most effective and beneficial ways, organization can use to achieve their
aims and set objectives and build strong brand present at global as well as national level. This
agreement provide more and more opportunities to firm.

CONCLUSION
From above analysis, it has been concluded that companies for leveraging and extending
their brands are using line extension, brand and vertical extension techniques, which are quite
beneficial and useful for them in term of increasing profitability, productivity, consumers based
and sales even better. It has been summarized that Dyson brand effectively managed
collaboratively at global and domestic level by making partnership with some other brand who
are well known in market.

REFERENCES
Book and Journals
Ahn, J., Park, J.K. and Hyun, H., 2018. Luxury product to service brand extension and brand
equity transfer. Journal of Retailing and Consumer Services. 42. pp.22-28.
Artés, J., Wadel, G. and Martí, N., 2017. Vertical extension and improving of existing
buildings. The Open Construction & Building Technology Journal. 11(1).
Boisvert, J. and Ashill, N.J., 2018. The impact of branding strategies on horizontal and
downward line extension of luxury brands. International Marketing Review.