Brand Management Strategies and Hierarchy

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
TASK 2............................................................................................................................................4
Various strategies of portfolio management, brand hierarchy and brand equity........................4
Hierarchy management of brands...............................................................................................5
Critical analysis of portfolio management..................................................................................6
LO 3.................................................................................................................................................7
Ways in which brand is managed collaboratively and in partnership at global and domestic
level.............................................................................................................................................7
Critical evaluation of use of different techniques.......................................................................7
TASK 3............................................................................................................................................8
Different Techniques for Managing and Measuring the Brand Value of Dyson........................8
CONCLUSION..............................................................................................................................10
REFERENCES..............................................................................................................................11

INTRODUCTION
Brand management is mainly associated with how the brand has been perceived within
the market currently. It is considered to be as the critical function of the marketing which is
significant in increasing the perceived value of the product line. This study will highlight on
demonstrating an effective understanding how brand has been effectively built and also managed
over the period of time. This study also focuses on analysing how the brands have been
organized within the portfolio and it also examines how the brand hierarchies has been managed
and built internationally and domestically. This study also tends to mainly focus on evaluating
how the brands has been extended and leverages over time Moreover, this study also helps in
evaluating the techniques for managing and measure the brand value over a period of time. This
study focuses on the Dyson group plc which focuses on manufacturing designing and developing
high performance materials and tends to operate on the global basis.
TASK 1
Branding is considered to be as important because it is useful in making a memorable
impression upon the customers which results in higher operational performance. Branding helps
in offering wide set of better choices and helps in distinguishing from the competitors. Branding
is significant in creating consumer preference for the services or product associated with the
brand. Branding is an effective marketing tool as it is useful in generating the increased market
share and revenues. It is also useful in expanding the estimated worth of the organization.
Branding is also useful in increasing the employee productivity and is significant in keeping the
new competition away. Branding is important because it is useful for the organization in
attracting new distribution for the specific product. Branding is significant in carrying out a
unique brand image and impose remarkable image. It is significant in attracting a market which
eventually leads to higher operational growth and efficiency. The key components associated
with the brand strategy mainly comprise of target audience, brand perception, brand values,
brand story, brand associations, brand voice, brand promise and brand positioning. However,
these are considered to be an effective measure which is useful in managing and building brand
equity.
Aaker’s Brand Equity model
Aaker is brand equity is referred to as the brand equity as an effective significant mixture which
is useful in the creation of the brand awareness, brand loyalty and brand association (Marrone
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and Mangano, 2015). All these components tend to add up to the specific value which is
significant in adding up to the significant value which has been provided by the goods and
services of the particular brand. Aaker is significant in the creation of the brand strategy which
has been significantly made up of the specific components which tends to separate brand from
the competition and helps in effectively evaluating the brand image.
Keller’s Customer-Based Brand Equity model
Keller’s Customer-Based Brand Equity model is also referred to as the customer based
brand equity which is highly significant in effectively building the right type of experience
associated with the brand. It is significant in building the type of experiences associated with the
specific brand and it results in positive thoughts, feelings, beliefs, opinions and perception
associated with it. However, the customer based brand equity is considered to be highly
significant in directly attributing to the needs and attitude of the customers towards a specific
brand. The way up to the resonance brand equity model helps in capitalizing and also
recognizing the customer attitude and loyalty in a positive or negative manner. This is significant
in the creation of the brand equity model which is significant in understanding the customers and
also helps in the effective implementation of the strategies. It mainly comprises of 4 levels which
mainly includes:
Level 1: Brand Equity
This is the stage which is significant in identifying how the customers look at the brand of the
Dyson group plc and also tends to distinguish with that of others. It is considered to be as one of
the most prominent stage and is considered to be as a base in order to assist the rest of the
pyramid in the CBBE model (Keller vs. Aaker customer based brand equity models, 2020). Brand
equity is useful in building and attracting wide set of customers by using target marketing and ad
campaigns to increase awareness associated with the products and services offered by the Dyson
Company.
Level 2: Brand meaning
This is this stage where customers are aware about the brand and want to know more about the
company (Marrone and Mangano, 2015). It takes into account various components like if the
features work well? How about the customer services? Is it reliable? Does it add value for
money? This states that the brand has been doing exceptionally well and also examines what it
says. Brand awareness is significant because it helps in creating trust, love and loyalty from the
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