Strategies of Brand Management for Dyson Group Plc

BRAND MANAGEMENT

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
Task 1...............................................................................................................................................3
Significance of branding as a marketing tool..............................................................................3
Key components of successful brand strategy.............................................................................5
Task 2...............................................................................................................................................7
Strategies of portfolio management, brand hierarchy and brand equity management................7
Brand Leverage............................................................................................................................9
Task 3.............................................................................................................................................11
Techniques for Measurement and Management of Brand Value..............................................11
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

INTRODUCTION
Brand management can be defined as the process of managing and controlling the value of
brand in the business market. It is one of the major functions of the business because it supports
to improve value of the brand in it’s market by managing own brand positioning. From past few
years most of the companies invest huge capital in it’s market to manage their brand image in
precise manner. The reason behind is that when an organization achieve good brand positioning
then it become easy to build large customers base and enable to gain competitive advantage from
it’s competitors. To understand role of brand management has an example of Dyson Group Plc.
it is a UK-based technology company which offers different products and services that are based
on technology such as desk fan, vacuum cleaner, air purifiers and others. it is headquartered in
England UK and offers it’s services into multiple countries. In this report will discuss numerous
strategies, tools and techniques that supports Dyson Group Plc to manage it’s brand image in it’s
market effectively.
Task 1
Significance of branding as a marketing tool
Introduction
Branding is the process of promotion of specific product or company through marketing
efforts like advertisement and distinctive design or infrastructure.
Benefits of Branding
Branding is essential for the organization because it demonstrates the realistic value of
company in it’s market. However, branding is considered one of the major marketing practices
for the different companies because it supports to raise goodwill of the company in their market.
It is the major reason due to this most of the organization invest huge funds in it’s market and to
make their brand image more effective (Drabjerdi, Arabi and Haghighikhah, 2016). Higher-level
management of Dyson Group Plc must invest appropriate funds to improve the standards of own
brand in the UK’s technology market.
Main body
Aaker Brand Equity Model
It is mixture of brand awareness, brand association and brand loyalty that helps to
influence branding of company as well as gives values of it’s product and services. This model is
proposed by Professor David Aaker in 1991. According to David Aaker, brand equity is the
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process of giving value premium which a organization gain through a product or service along
with a most recognizable name as compared others. Most of the organization practices brand
equity strategy or model for their service or product by creating a memorable image among
customers. Dyson Group Plc has been used this model to influence branding of products and it’s
values in it’s sector. This model is properly based on five components which have discussed
below:
Brand awareness
Branding plays effective role in Dyson Group Plc in the context of improving recognition
of it’s brand image in the UK’s market. However, improving brand recognition is one of the
major leading tasks that builds good brand image in the UK market (Wider, von Wallpach and
Mühlbacher, 2018). from past few years Dyson’s competitors puts huge efforts to enhance brand
recognition in the market, so it is mandatory for the Dyson’s top-level management to take
effective actions for improving brand recognition in the technology sector.
Perceived Quality
Branding supports company to differentiate it’s brand identity in the market. So, there is
Dyson Plc is also enabled to build excusive identity in the technology market through branding
as marketing tool. However top-level management of Dyson company must focus on some
innovative various range of products or services which helps organization to create an exclusive
brand identify in customer’s mind.
Brand loyalty
It is another key component of Aaker’s brand equity model that has implemented by
Dyson to influence Branding of the business. Brand loyalty is a type of marketing efforts that
supports company to gain trust of customer for the brand and creates brand values for them. As
same Dyson has good brand values in it’s market due to it’s innovative products and services
which attracts customers towards company and builds their trust on it’s brand. Dyson has
established loyal customer base by offering 100% guarantee on it’s products in the promotional
activities. Thus, this element supports Dyson to build strong loyal customer base.
Brand association
It is another effective element of the brand equity model that helps organization to
connect people emotionally with the brand. For example, top-level management of Dyson plc
practices Blue ocean strategy to innovate new such products accordingly customer’s expectation
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