Brand Management Strategies and Components

This document provides insights into brand management strategies and components. It discusses the importance of branding as a marketing tool, key components of a successful brand strategy, and strategies for portfolio management, brand equity management, and brand hierarchy. The case study of Dyson Group Plc is used as an example throughout the document.

Brand Management

Table of Contents
Brand Management....................................................................................................................1
INTRODUCTION......................................................................................................................3
LO1............................................................................................................................................3
P1. Importance of branding as a marketing tool....................................................................3
P2. Key components of successful brand strategy.................................................................5
LO2............................................................................................................................................7
P3. Strategies of portfolio management, brand equity management and brand hierarchy....7
LO3............................................................................................................................................9
P4. Brand leverage.................................................................................................................9
LO4..........................................................................................................................................12
P5: Measuring and managing brand value...........................................................................12
CONCLUSION........................................................................................................................13
REFERENCES.........................................................................................................................13

INTRODUCTION
Brand management is defined as managing and control the value of brand in market.
This report is based on the case study of Dyson Group Plc in respect to its brand management
operations. The organisation is based in UK and operates its operations in information
technology sector. The company was established in the year 1991 by the founder Sir James
Dyson. The organisation deals in various technology-based products and services like; air
purifiers, desk fan, vacuum cleaners and many other products. Headquarter of the company is
located in Wilshire, England. This report will emphasis on key strategies, techniques and
tools that are used to manage brand value in market. Importance of branding as a marketing
tool will summarise in this report. Key concepts and techniques involve in successful
branding strategy will discuss in this report. Various strategies involve in brand portfolio
management will discuss in this report. Furthermore, report will aim how brands are managed
at both national and international level. This report will also provide a brief overview on the
techniques to manage and evaluate the brand value of company in the associated target
market. This whole presentation will provide key concepts and philosophies related to
effective brand management.
LO1
P1. Importance of branding as a marketing tool
Branding is all about enhancing the value of brand in front of the target customers.
Marketing is further defined as promoting company’s products and services in the market.
Both the concepts branding and marketing are immensely interconnected with each other.
Both the functions aim to improve the sales of company in market. Following importance
branding creates when it usage as a marketing tool.
Improve brand recognition: Branding as a marketing tool allows company to project
organisation in its marketing campaigns in such a way that company can generate high level
of recognition in the associated dealing market. This improves the brand recognition for all
potential customers company is targeting for its products and services (Bıçakcıoğlu, İpek and

Bayraktaroğlu, 2018). Dyson Company is among the top brand associated with information
technology sector. Company has channelized branding as a marketing tool and that has
transformed for the company in such a way that organisation has entertained effective
recognition in market. This has driven the marketing campaigns about projecting detailed
information about company’s products and services.
Improve customer trust: Channelling branding as a marketing tool allows company to
improve the customer trust and loyalty. Branding allows company to establish trust in
between customers and corporate organisation. Branding establish a connect between
customers and organisation that allows both the stakeholders to meet the needs and objectives
behind the existence (Bravo and et.al., 2017). Dyson Company can also project branding of
company in all its marketing campaign in order to improve the trust of potential customers
associated with the organisation. Trust is the key driving force part of the customer decision
making journey. By improving the trust in the mind of customers company can enhance its
sales.
Modify identity of company: Branding help the organisation in modifying its brand identity
in market. Utilising branding as a marketing tool allows company to improve its brand value.
Brand identity is the perception established by customers towards the brand. Branding allow
Dyson Company to improve its perception in the minds of customers and also to attract
customers for utilising company’s products and services.
Improve profitability: Profitability is among the primary objectives behind the business
operations of Dyson Plc Company. Utilise barding as a marketing tool will allow company to
enhance its potential to raise profits for its business. Barding potentially attract new
customers on a constant basis that supports company in improving the profitability
percentage. This attracts customers towards buying products from the company which further
results into profitability of business in market.
Attracts new customers: This is among the key benefits branding provides to the company
when it usage as a marketing tool. Barding is all about the providing details about the
products and services company offers. This also involves conveying the moral values of the
organisation to all potential customers available in market (Cullinan, Abratt and Mingione,
2020). All the concepts of branding allow company to attract new potential customers for the
products and services offer by organisation. Attracting new customers is among the primary
motivates behind the marketing campaigns launch by Dyson Company. Channelizing

branding as a marketing tool allows company to meet these objectives of all the marketing
campaign they launch.
Project the values of brand: Channelling branding as a marketing tool cater many
advantages to the company. This supports company in projecting its brand value in front of
all the potential customers’ base with the support of its marketing campaigns. Brand values
are the fundamentals behind the business operations of company. Utilising branding in all the
marketing campaigns of company allow organisation to convey the values and ethics behind
the business operations undertaken by organisation in market.
The above mentioned points have projected about the significance behind the
branding use as a marketing tool. This improves the business outcomes of organisation on a
direct basis. The biggest advantages company entertain is that it allows company to achieve
the high level of customer trust in market towards the brand.
P2. Key components of successful brand strategy
Key components are different factors that can support companies in establishing a
unique and successful brand value in market. Presently various key components are
associated with market that can be channelizes by company in improving its brand value in
market. Marketing team of Dyson Company also utilise these components in all its branding
campaign to achieve the high level of success of organisation in the associated dealing
market.
Public relations: Public relationship is among the most significant component associated
with successful brand strategy. This involves establishing a relationship between company
and its customers in market. Public relation is all about establishing a connect between brand
and its potential customers (Davies and Mudrick, 2016). With the support of public relation
Dyson Company. Channelizing public relation in brand management will allow company to
address all potential customers of company about the different aspects of the Dyson
Company Plc.
Social media branding: Social media branding is an important component company use to
channelize its effective brand value in market. Social media has becomes one of the key
weapon company can use to conduct its marketing campaigns. Almost all technology
enthusiasts use all different social media platforms and channels for entertainment and other
purposes such as connectivity with friends and other purposes (France, Merrilees and Miller,

2016). Social media platforms like Instagram, Facebook and other can be used to channelize
effective brand value of company in market. Dyson Company Plc can use all the key social
media advertisements for channelizing barding of company in front of potential customers.
Emotions of customers: There are emotion is the next important component of the
successful brand strategy, in which this also plays an excellent role in building and managing
the brand equity. According to emotion component, upper management of this company
should make heart to relationship with all customers, because by taking this step Dyson will
be able to make emotional connection between its brand and customers. This tool or
component will allow Dyson Company Plc to establish a loyal customer base for all its
business operations.
Brand Loyalty: Brand loyalty is another key component can be channelizes to implement
the barding of Dyson Company Plc. This involves establishing a brand loyalty of the
organisation in front of all potential customers in market. Branding of company is more like
creating a high brand value for all customers (Gambetti and et.al., 2016). This involves
establishing a high brand value that can entertain all objectives of business for organisation.
Loyal customer base always supports company in meeting up all objectives behind the
business operations of organisation. Loyal customer base also supports company in
enhancing the promotional activities of company as customers itself promote all new
launches of Dyson Company Plc in front of all the potential customers available in market.
Values of company: Moral and ethical values of a brand is another strong component Dyson
Company Plc can use to run its branding and marketing campaigns. This involves projecting
the ethical values of the organisation in such a way that company could serve the target
customers in market (Grubor and Milovanov, 2017). All business operations are planned and
monitored based on the ethical values of the business. They are the factors that are more like
a basis of the business company is engaged with. Values are the factors reflect on every
single decision making management of Dyson Plc Company take for enhancing the growth of
the business and other associated aspects of business.
Employee’s involvement: Employees involvement in brand management enhances the brand
values of the company. This is another effective component company use to achieve the high
level of brand value in market. Employee involvement in branding campaigns will allow
company to achieve all growth and business objectives of company. This also makes the
branding of company more convenient for the company.

The above mentioned points projects about all the key components involve in
branding of company. All these factors can enhance the brand value of company in target
market. They will also support company in achieving the higher growth potential in market.
LO2
P3. Strategies of portfolio management, brand equity management and brand hierarchy
Strategies are more like a techniques and approaches that can support the successful
brand management for the organisation. Dyson Plc Company can use the following strategies
as a brand management function in organisation. Brand management function is segregated
into different features that portfolio management, brand equity management and brand
hierarchy. All these components allow company to achieve the higher values and position in
the market in term of business and profitability.
Strategies of Portfolio Management
Portfolio management can be conducted with the support of the following strategies.
Strategic asset allocation: Strategic asset allocation is among the key strategic tool company
use to implement portfolio management of organisation. This involve allocation or utilisation
of asset of company on an strategic basis. This becomes the primary responsibility of the
organisation to channelize the assets of company in such a way that it can drive the
organisation towards achieving the best of the business outcomes out of such assets of
company (Iglesias and et.al., 2020). Financial resources are limited and minimum so it
becomes necessary for the company to allocate them properly in such a way that it can
deliver the best benefits to the organisation.
Risk management: Risk management is among the key strategy involved in portfolio
management of an organisation. Risk is always a part of the business operations. Risk is the
particular factor always involve in the business of company (Junior, 2018). Risk management
allows company o manage the risk involve in business in the most systematic manner. This
strategy drives company to channelize the risk in business in such a way that at the minimum
risk company can entertain the maximum amount of profitability for the business operations.
Active management: Active management is another critical strategic choice available for the
management of the Dyson Plc Company. This involves managing all resources and business

operations of company in an active manner (Karanges and et.al., 2018). This becomes
essential for the company to implement all strategies related to operation management in such
a way that proper work management can be implemented in organisation.
The above mentioned strategies are the key strategic choices available for the Dyson
Plc Company for its portfolio management operation part of brand management.
Strategies of Brand Equity Management
Brand equity management is all about establishing high brand equity of company in
target market. Brand equity is a part of brand management function that involves conveying
different factors related to brand to all customers and stakeholders available in market.
Build awareness: Brand awareness is a significant part of brand equity management function
of organisation. Brand awareness is all about spreading different values and information
about the brand to all potential customers of organisation in market (Leitch and Merlot,
2018). Spreading awareness about the brand in market allows company to channelize high
growth potential of company in market.
Improve customer relationship: This is other crucial aspects involve in brand equity
management. This involves building trust of customers towards the brand value of company.
Improving consumer relationship allows company to achieve the business objectives and
targets.
Adkar Brand Equity Model
Adkar Brand Equity Model comprises with various elements of brand management
that can be demonstrate in the following points.
Brand loyalty: Brand loyalty is the first element involve in Adkar Brand Equity Model. This
is about the existing customers of company. In the branding strategy company tries to
improve the loyalty of all existing customers of company.
Brand awareness: To create new customer brand awareness is a key element. Company try
to enhance the knowledge about company’s products in all its marketing campaign so that
new customers can entertain company’s services.

Perceived quality: Company always ensure the high quality of products in all its banding
campaign so that ne customers can attract by company. Company ensure the best quality
products in all its branding campaign.
Brand association: Brand association is another crucial element involve in this model.
Campaign project all areas that are a part of company’s business. Company project about all
those aspect which currently a part of company’s business.
Other proprietary: All other proprietary are also attached with the company in brand
management campaign.
The above mentioned strategic choices are available with the Dyson Plc Company as
a part of brand equity management function of company.
Strategies of Brand Hierarchy
Brand hierarch is a process that involves establishing a proper hierarchy that can
support the business outcomes targeted by company. It is a simple component across the
business product revealing brand components’ explicit ordering.
Use simple names: Using simple name of brand is a key strategic option available with the
company. This involves putting up the simple name of brand that can easily get to recognise
and memorise by all potential customers of company (Liu, Burns and Hou, 2017). Simple
names always look convenient for the company to attract customers in market. Customers
also get to communicate about the brand easily in market.
Run informational ads: Informative advertisements are also a crucial strategy company can
channelize to promote its brand hierarchy in market. This involves conducting advertisements
of company in such a way that it can deliver the informative advertisements of company in
market.
All the above points are indicated as the approaches and strategies con support the
effective brand management of company. All the strategies can deliver the best business
outcomes for the company. It becomes important for the company to achieve the best level of
brand value in market to achieve all business targets precisely.

LO3
P4. Brand leverage
Brand leverage is a process where two brands or companies come together to achieve
the individual objectives of business. This is more like more than one brand is coming in the
market to earn profits and meet other objectives of business (Maldonado-Guzmán, Marín-
Aguilar and Gutiérrez-Quijano, 2019). Brand leverage in a new way technique of doing
business in market. This allows more than one brands to come together and achieve the
individual business objectives.
Brand extension and leverage
Brand extension is a process involves improving the capability of organisation in term
of earning profits and meet business objectives. Brand extension is a process which allows
companies to enter into a market with the launch of new products along with enhancing the
qualities and capabilities of all existing products of company. Partnership between brands abd
collaborations are the two main strategies and techniques can be delivered to achieve the best
level of brand extension in the market.
Brand collaboration: Brand collaboration involves two or more than two brands are
collaborating with each other in order to develop a new product. In this practice company will
frame strategic alliance with other brands keen in developing such product. This strategic
option will allow Dyson Group Plc to establish collaboration with other companies involved
in producing such products. Other brand involve in producing the products will get to allow
the Dyson Company to sae its resources in unusual wastage of time and financial resource in
producing or experimenting to produce the products. It takes allot of risk involved in
producing and manufacturing a new products (Moulard, Raggio and Folse, 2016). It is not
guarantee that company will successfully be able to produce or manufacture the product.
Brand collaboration drives company to approach such a small company that has been
professional in launching a product that company is planning to launch under the brand
extension strategy. This strategy minimise the risk involve in launching a new products.
Collaboration allow company to launch the product on the name of Dyson Group Plc. The
other company will get its share as per the terms and conditions of collaboration. This
strategic choice minimises the risk and allows company to take competitive advantages in the
market. This strategy support company in achieving the higher profitability in the market

along with this strategic option enable company to improve the growth potential in dealing
market. With the support of new product launch company get to improve the customer
satisfaction also.
Partnership: Partnership is another strategy company can implement as a part of the brad
extension strategy. In this strategy Dyson Group Plc will get to frame a strategic partnership
with other brands associated with same market segment of business environment. Partnership
is form on the basis of the certain terms and conditions that are acceptable for both the
companies. This is a safer option to achieve the objectives behind the brand extension in the
dealing market (Muhonen, Hirvonen and Laukkanen, 2017). Partnership involve sharing
ownership over the product manufactured and developing by both the brads putting up
collaborative efforts. This is a very common strategic choice companies use to entertain
brand extension in market as it allows company to share the risk involve in brand extension
strategy. Sharing ownership in partnership is among the key advantages associated with this
strategic choice. On the basis of the risk segregation in partnership profitability also share by
all the brands involve in partnership. Dyson Group Plc will get to channelize the experience
of the other brand involve in partnership to produce and launch a new product. This will also
reduces the risk involve in launching a new product in market.
Both the above mentioned strategies are key strategic choices available for the
company. Brand extension is a critical process as it caters risk factor to the company.
Company’s resources along with brand image of company in market is also comes at risk as
in case of failure of strategy company get to lose its brand value. It is possible that company
get to face the failure in the new market irrespective to any brand value in the existing market
segment. Both the strategies serve its own benefits and advantages as a part of market
extension and brand extension. Dyson Group Plc can achieve the better market share with the
support of both the strategic options available.
Brand reinforcement strategies
Brand reinforcement is all about regaining the brand value of company in market as
the company used to address in past. Strategies like global; branding and positioning
strategies can be framed to achieve the brand reinforcement.
Global branding: Global branding is a key strategic choice available for the company as a
part of brand reinforcement strategy. Global branding will allow company to gain the

reputation and trust of customers at a global level. This strategy allows company to enhance
the sales capability of company at all the locations comes under the business portfolio of
Dyson Group PLC. Global branding will involve channelizing branding and promotional
advertisements of company at all the radio and television networks generate huge traffic,
social media channels, digital channels and other key promotional mediums (Ozretic-Dosen,
Brlic and Komarac, 2018). All these channels and mediums allows company to gain the high
level of brand recognition all across the globe especially at such locations where the Dyson
Group Plc sales its products and services. This strategy will increase the demands of
company’s products at a global level. Company also channelizes search engine optimisation
strategy as a part of this strategy. This will further enhance the consumer trust in respect to
company’s products and services. This can be stated that this strategic option will allow
company to enhance the growth in the market.
Positioning: Positioning is another key strategic choice available for the Dyson Group Plc
Company. This strategic option allows company to reposition the brand in market.
Positioning play a huge role for the company to achieve the success in market. This involve
attracting the customers at all such places where possible customers would go in search of all
the brands available in the market with association with required product (SHaH, Laverie and
Davis, 2017). In this choice Dyson Group Plc will get to publish its advertisements and
promotional videos at all social media platforms, social media applications, digital mediums,
radio and television channels and other key mediums that can attract customers on behalf of
brand. Positioning always support company in achieving the interest of potential customers
available in market.
The above mentioned strategic choices allow company to improve its market
presence. Company can reinforce its sales objectives and targets and also to achieve the bets
level of growth potential in market. All the points mentioned above can allow Dyson Group
Plc to achieve he best level of market presence in the information technology sector.
LO4
P5: Measuring and managing brand value
Managing and measuring brand value play a huge role for achieving the business
objectives of company. Following aspects are analysed to analysis and measure the brand
value of company.

Brand value: Brand value is the denoted about how the customers in market are approaching
to company. Brand value is about the value of company’s brand in front of the potential
customers in market. This is a crucial element involve in brand management.
Brand awareness: Brand awareness is a factor denote about how much the target customers
available in market known about the organisation. Brand awareness is all about spreading
knowledge in respect to the organisation (Urde and Greyser, 2016). Brand awareness allows
company to spread knowledge about company’s products in market. This improve the
knowledge of potential customers part of company.
Market share: Market share is the significant factor that denotes about the brand value of
company. Market share is the projection about the company’s presence in market (Xi and
Hamari, 2020). This is the factor that denote about how effectively company has been
capable to attract the purchasing decision making of customers in market. This is the sales
figures of the company which in a financial year company has been capable to attract. Market
share significant allow company to measure the brand value effectively.
Consumer attitude: Customer attitude is the behaviour of the customers towards the
products of company. It is noticed that all such brands considers high value in market attract
buying decision of customers easily. Consumer attitude is another key factor denote about the
brand value of company in market. If the customer attitude towards the brand is high than it
will have a positive brand value in market.
Purchasing intent: Purchasing intent is the intention of customers in respect to purchase
products of company. If the company considered the effective brand value than it will enable
to make the positive purchase intent of its customer base.
All the above-mentioned factors are denoted about the brand value and its associated
factors that influence the brand value of company in market. All such factors influence the
buying decision making of customers which is directly connected with the brand value in
market.
CONCLUSION
This report denoted different aspects related to brand management. Brand
management involve factors like strategies of company that can implement to increase its
existing brand value and many other factors that impacts over the presence of company in

market. Company also channelizes different marketing and branding campaigns to entertain
the high brand value ion market. Different tools such as market share, brand popularity,
customer interest, brand awareness and other factors influences the brand value of company
in market. It becomes essential that how well the organisation has been capable to meet up
the expectations of the customers. In order to have an effective brand value it becomes
important for the company to deal with the expectations attached with the customers in
market. All this aspects of brand value also directly influences the market presence of
company.

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